The plan of Network marketing and promotion of hospital abortion

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Network Marketing has now become a hot marketing way, hospital network marketing has been walking in the forefront of the network marketing industry. The ultimate goal of network marketing is to realize the maximization of benefits and minimize the cost. To distinguish our market population, SWOT analysis. Turn the potential customers on the Web into our real customers. According to our Zhengzhou Oriental Women's Hospital Current network operation situation, for the word of people I will start from the following aspects of Network marketing promotion work.

First, the competitive advantage analysis Zhengzhou flow of people (market positioning, SWOT analysis). We target people in Zhengzhou area, needle over Baidu, Google search Zhengzhou People's Hospital, Zhengzhou to do abortion, Zhengzhou painless People's Hospital, Zhengzhou flow of people, Zhengzhou people who have a good key words can see the hospital everywhere today, the choice of hospitals more and more, the patient access to medical treatment is more and more, Competition is also more and more fierce, who first robbed the market, the establishment of the brand won the opportunity. Our hospital has its own website, and the content of the site is rich, in the flow of people with authoritative treatment methods and comprehensive professional services, this is our implementation of the advantages of network marketing promotion conditions. Today, the network becomes an important platform for consulting medical services. In the past, the establishment of the brand of private hospitals is generally benefited from the promotion of the market, today in order to adapt to all kinds of medical channels, network brand building and strengthening must also pay attention to. We have to recognize our own situation and be prepared.

Second, the Network marketing platform construction (marketing-oriented website construction). Website is the key marketing tool of network marketing, through the construction of the marketing website, show the characteristic therapy of our hospital, excellent expert, professional equipment, combine the network to publicize, through the network and the patient and the family member establishes the preliminary communication and the service, enhances the general patient to the hospital people specialized Department's understanding, Recognition of our hospital abortion professional Department of treatment means, and then to increase the number of hospital visits, improve the efficiency of our hospitals, establish a good hospital brand, better for patients to relieve the pain and suffering and service purposes. Web site is the basis of hospital network marketing, we must pay attention to it. The Construction marketing type website, must pay attention to the user experience, completes the interactive marketing, through the on-line QQ, the on-line customer service, 400 telephone, the network telephone and so on the communication tool promptly with each customer of the website contact, will target the flow into the real customer.

Third, the promotion stage of network marketing. The Network Marketing Promotion link is the network Marketing Basic link, is uses all to be authorized by the target user the Network application service platform to carry on the Guide user attention the behavior or the activity, the goal is realizes the on-line consultation, the appointment, comes the hospital treatment. We need to understand a lot of network marketing strategy, and combine our own resources widely used in product promotion and brand building. Popular network marketing methods include search engine marketing, blog marketing, podcast marketing, instant Messaging promotion, forum marketing, mail marketing, Word-of-mouth Marketing, questions and answers, classified information. Various methods can be used synthetically and integrated marketing.

1. Search Engine marketing. Search engine marketing is divided into search engine optimization (SEO) and paid advertising (PPC). Search engine optimization is divided into internal optimization and external optimization. Through the structure of the People Marketing Web site (internal link structure, the physical structure of the site, the logical structure of the website), the high quality of the content of the flow, the rich and valuable relevance of the external links to optimize, so that we stream users and search engines more friendly, Access to the search engine in the rankings for the flow of visitors to the site, the use of interactive marketing to achieve the transformation of patients to customers. Paid advertising refers to the purchase of the search results page ads to achieve marketing purposes, its advantages are targeted, ads only appear in the relevant search results or related theme pages, therefore, search engine pay ads more effective than traditional advertising, if the key structure of the use of appropriate, the customer conversion rate is higher. The current network payment promotion method can be summed up to the following three kinds:

① Portal or industry website print Media advertising, that is, we usually see Flash, GIF pictures and other banner ads. This kind of advertising is the Internet's most basic way to pay for advertising, this kind of advertising is more suitable for large enterprises to do publicity, because the high cost, the flow is not much, is very not cost-effective, do not recommend people to do these ads.

② to Baidu, Google, etc. as the representative of the search engine bidding ranking services, this way the price of continuous improvement, by bidding for each click will need to pay, there are advertisers and competitors malicious clicks, advertising investment, the proposal can do a few small on the long tail word to do bidding promotion.

③ Ali mother as the representative of the Advertising Alliance services, a new trading platform, they introduced the "advertising is the commodity" concept, so that the first time the ads as a commodity in the trading market, so that buyers (advertisers) and sellers (publishers) can easily find each other. And this kind of pertinence website correlation is stronger, the target group is many, moreover the advertisement form is many, the advertisement form includes the time long billing advertisement, the promotion advertisement, according to the transaction billing advertisement and presses clicks the billing advertisement. This approach brings the flow is quite considerable, and this way compared to the bidding rankings, the cost is relatively small, is a good cost-effective payment network promotion way. (Recommended for people related to the site can be tested for a period of time). For people to do search engine marketing we have to choose good keywords, pay attention to the long tail keyword choice, keyword choice is very important.

2, blog marketing promotion. The use of blog promotion is a good way to promote hospital abortion department. Full use of micro-blogging, the general blog opened corresponding to the microblog. Blog promotion should be launched from the following points.

① in Sina Blog, Baidu Space, Sohu blog, netease blog, Alibaba blog, as well as China blog, 39 Health Blog and many other well-known blog to open our Hospital abortion Department blog. Update the content of the blog every day, including the Daily News of the People's Department and the current social more popular topic information, in our updated each blog article to join our hospital in the flow of people's website links, in each article write the current hot keywords and related to the flow of the key words, this kind of promotion way effect is quite good.

Use blog Circle promotion, blog Circle Promotion Brief, now the popular blog Circle is mainly Sina blog circle, Sohu blog Circle and NetEase blog circle, such as several major portal blog circle, there are other sites or industry Web site blog Circle, which Sina blog can add up to 100 circles. The premise is that we have established the hospital's own blog on these several portal blogs. Blog Circle Promotion Effect

A. Blog traffic

After joining 100 circles, we published an article on every hospital blog will be in 100 of the blogosphere at the same time, some of the blogosphere there are tens of thousands of people, according to my personal statistics, the average of at least 10 times each blog browsing around, plus our blog has its own traffic, each post a blog post, Traffic will reach about 100. If in our own blog article to publish some current hot topic content, the article joins our hospital own website link, that will bring the traffic to be bigger.

B. Optimization of keywords

In so many blog circles to show our articles, we need to optimize the key words such as gynecology, women's Health and other keywords plus the hospital's website links, so that our hospital site will have 100 or so external links. In each portal blog site established above the hospital blog to join the circle after the weight will be higher, we are in these portal blog posts posted on the site, will be more than in the gynecological hospital own website hair more weight, more conducive to our site's search engine optimization.

The promotion of self-built blog circle

A. Through the creation of our hospital's own blog circle, for the network to promote convergence of popularity, when the circle of friends reached a certain number, we can use the blog circle we created for the hospital's network extension services.

B. Have their own control of the blogosphere, you can at any time in the inside of our hospital to promote the network, do not rely on the search flow, of course, very stable, but do not send ads or some rubbish, it will affect the popularity of our own circle.

② in the aggregation of blogs such as Renren and friends Network and other sites registered account, more friends and join a variety of groups, every day to update our hospital flow of people blog articles, each article plus our hospital site links, and then use the aggregate blog share of the function to promote, their own more registered several accounts, to share, Reproduced。

3, about the forum post promotion.

Select a popular forum such as Baidu Bar or MOP community, Tianya post propaganda Our hospital abortion department, the obvious advertising posts will be easily removed by the administrator, then we can from the side of our hospital abortion department. For example, in the Department of Gynecology and Women's health column to publish an article and the flow of people-related articles, preferably original, with practical effect of the article, the end of the article, plus our hospital links to the site. Also can publish some current social more popular topic article, the article adds our hospital website and the picture link. At the same time, the use of a good forum in the signature, the Forum will be personalized signature set to become our hospital site links, but also to increase the search engine optimization of the outside chain construction, which can also play a very good publicity role.

4, instant communication promotion

Tencent QQ, MSN, Sina UC, yy voice, Baidu Hi is a good way to promote, in order to improve efficiency, it is best to use groups to promote. Add a number of gynecological or female health-related groups, in the group to publicize our hospital abortion department. Again, is to consider the content of the hair, as far as possible to attract people, rather than simply advertising, otherwise it is easy to be overlooked. We can set up a number of gynecological or female health-related groups to attract female friends to join, and then promote our hospital in the group, so that we will be more proactive, publicity will be better.

5, about the promotion of mail

Mail promotion is also a very important way to promote the network marketing, although the current spam many, but the way to promote the message can not be ignored. We can in QQ, MSN and other related instant communication tools to find and gynecological or women's health and other related groups, and then collect e-mail addresses, targeted mail sent, this effect than the blind send mail effect much better.

6. Question and Answer system

Use Baidu to know, Baidu Encyclopedia, search and Yahoo Knowledge Hall, love to ask, Qihoo, 39 questions and answers, 120 questions and so on to promote, register a number of these services account, and then to raise the problem of people, and then after a period of time to answer their own, the content of the answer is of course the specific situation of hospital abortion department Finally take your answer as the best answer before the problem fails. At the same time more to answer other people's questions about gynecological and women's health, the content of our hospital with the department of People's website links, hospital network promotion, so that has played a very good publicity role. There is the use of Baidu Encyclopedia, Interactive Encyclopedia, such as promotion, to edit and gynecological or women's health and other related phrases, reference to write the above content from the hospital, and write our hospital website.

7, use the name of recruitment promotion

Now the employment situation is very grim, fewer jobs, but more and more people are looking for jobs. We can in the name of our hospital to the major recruitment website registered corporate members, and then in the enterprise Introduction column to write our hospital details, in the contact information only to write the site of the Department of Gynaecology Hospital. In fact, we do not really want to recruit people, just to do publicity, such a promotional way will also play a big role in our hospital publicity.

8, the use of marriage dating website promotion

Today's marriage dating type of site is very many, we can use these sites to our hospital abortion department to promote. We go to these sites to register our account, and then upload the photos (the photos here are not their real photos, but as far as possible to find some beautiful handsome pictures, because the marriage dating network above people want to find their own beautiful handsome guy) Our description of the details of the hospital, the contact information plus the hospital's website links , this will also play a certain role in the publicity of our hospital.

9, use the network soft text promotion

Combined with our hospital's own services, ideas, personnel and so on to write articles, can be recommended, evaluation reports, application programs, customer feelings and related events. Forums, blogs and other needs of soft, soft text on the promotion of the level of writing requirements are very high, the written soft text to be readable, to make other network editing has a feeling, write good words will be in the portal or the media such as high volume of browsing sites are free to release, and may even be used by traditional media, is a very useful, but the effect of a very good method.

10, the use of the release task to promote

In Granville Guest NET, work assignment equivalent type of site publishing related tasks, such as the design of some of our hospital pages or Web site program development, not only to attract the people who accept the task, but also to attract a large number of bystanders, of course, can also arouse the attention of prospective customers, which is an effective, stone means of promotion, But this way requires a certain cost budget.

11, the use of viral marketing methods to promote

Viral marketing definition: viral marketing refers to the originator of the product of the initial information to the user, and then rely on the user's spontaneous word-of-mouth propaganda, because of his principle and the spread of the virus class test, economics called viral Marketing, network marketing is a relatively advanced and extremely effective method.

Successful viral marketing strategies should include the following elements:

1. Complimentary products or services

2, so that others can easily spread

3, can easily by small big

4, the use of people's common motives and behavior

5. Use existing communication network

6, the use of other people's resources

About Us Zhengzhou Oriental Women's Hospital viral marketing I give an example, for example, whenever the festival, we can through QQ, MSN and e-mail and other tools to our friends, colleagues, family or our hospital customers to send some holiday greetings and greetings, followed by the hospital's website links and exquisite pictures, Because of the festival, we are very happy to receive blessings from friends and like to send blessings to friends, a virus-linked (viral marketing) on this form. Of course, I just give a simple example, in order to achieve the role of the trigger. Viral marketing and event marketing are similar, if successful planning will have great effect, but if the planning is not appropriate, there will be negative impact. So about our hospital specific viral marketing, we need detailed planning and careful research, this I will be in the actual work to make specific planning and implementation.

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