The role of medical brand construction from the model of consumer purchase decision

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Many engaged in the medical network marketing workers are aware of the strength of the brand, good brand can quickly and directly increase the number of outpatient, and will not increase the excessive advertising costs. This is mainly because of the low cost of brand words, high rate of dialogue, to the diagnosis rate is also high, then what is the impact of the hospital brand on the network marketing? Let's take a specific look at the following.

First of all, we make clear the essence of medical network marketing, that is, patients from the past rely on television, newspapers, ground advertising, word of mouth and other ways to obtain medical information, change to now rely on search engine (Baidu) and good doctors such as professional medical and health Web sites such as access to medical information, This process is definitely loved by patients, and will not change in the future, because access to medical information through the network to the original information access to the extreme weakness of the party (patients) become strong, no longer blind, at least they can learn more about the medical aspects of the online, and can compare to many hospitals, and finally decided to go to a doctor.

Like the traditional purchase decision-making process, the patient through the network medical treatment process, also satisfies the consumer buys the decision-making model. Figure:

We aim at this model, combine the process of medical network marketing, analyze each, in order to get the influence of brand marketing on medical network marketing.

Process one: Problem cognition stage

Patients in the presence of physical problems or stimulated by the outside world will be aware of the need to see a doctor, physiological problems such as the nose is not comfortable, stomach pain, and so stimulated by the outside? In general, if someone searches the Internet for questions about the disease, it proves that he is no longer in the cognitive phase of the problem and has entered the search information phase. The biggest possibility is that people in the outdoor, newspapers, television and other traditional media to see the relevant medical institutions propaganda, such as a certain male hospital launched the "XX area Men's Health census", and issued the "XX Area male health white paper", which led to the local male health awareness of male attention, Thus triggered a group of men actively to the male hospital physical examination. From this perspective, in addition to the patient's own because of physiological problems and the desire to seek medical care, reasonable public relations activities, especially for sub-health marketing activities, can also induce people to enter the stage of disease cognition. In addition, some promotional activities, such as beauty, physical examination, can also induce people to enter the cognitive phase of disease. However, the situation of the network in the cognitive phase of induction problem is very rare. Specific reasons to think about.

Process two: The Search information phase

This stage is almost the most important medical network marketing, in Shanghai, some very mature medical group, they operate the project in this piece no one can enemy, firmly locked in Baidu bid the first few, so as to intercept the vast majority of the market flow. In addition, the strength of the project will often be good doctors, seek medical medicine, have asked to buy related advertising resources, in some news network to buy health channels and so on, but the play is still in Baidu bid that piece. This piece of better understanding, that is, the patient is aware of the need to see a doctor, the Internet will search for related problems, may be the search for symptoms, may also be the search for treatment, in general, the patient is the first to search for symptoms, unless he has had similar symptoms and treatment, know what the situation We as a marketing side, through the Baidu bid, the accurate display of their own information to patients, reached the process of marketing purposes.

In this process, we need to pay attention to a broad range of disease, regional marketing strategy, and subdivided into traffic words, core words, key words, as well as the arrangement of each account, a comprehensive formulation of an advertising strategy. So what is our ideal state? is to spend the least, flow most, and also is the intention of higher flow, that is, accurate flow. How to achieve it? The general use is to increase the long tail word. In the data analysis we can find that the least money, the intention is not the most accurate long tail words, but brand words. In other words, if you want to spend the least amount of money to bring the most accurate flow, then need more brand word search. Why do people search our brand words? Here are 2 kinds, one is up on the search brand words, this kind of customer loyalty is quite high, the other is because of search related symptoms or treatment into our marketing page, generate suspicion or interest search our brand words, this customer intention is not strong, Unless in the third phase can be a strong page to persuade, otherwise it is ineffective.

This shows that the traditional medical marketing activities, such as newspapers, television, magazines, ground advertising, public relations activities and so on can affect patients, when patients because of physiological problems to seek hospital, will be in the second phase of the search for our brand words, we can easily convince him, and will not pay too much advertising fees.

Phase III: Evaluation options

This stage is the majority of medical network marketers more headaches, involved in more problems, if we introduced in the second phase is accurate flow, the patient looked at our marketing page, because the transmission of medical information is not allowed, persuasion is not high, or similar to competitors, lack of competitiveness, Then the patient is likely to be lost at this stage. So this stage we need to do is to do a good job of marketing page, must adhere to the three steps of medical marketing, 1, the basic medical needs (can cure, can cure) 2, has the Type Medical Service display (hospital information, opens the Department, the expert, the equipment, the characteristic therapy, the qualification, the honor and so on) 3, the characteristic service display (high curative effect, high standard service , unique treatment, authoritative experts)

At this stage the traditional brand advantage will continue to play a role, because the search for brand words in the people, the basic will be our hospital as an alternative. At the same time we need to pay attention to, perfect network brand publicity will affect patients, for example, the image of the hospital site positioning, branding, especially like some large-scale authoritative activities, acquired qualifications, conference marketing, expert interviews, news interviews and so on, will enhance the patient's confidence, so that the hospital as an alternative, and vice versa, If the brand propaganda too little, such as the network basic search not to the hospital's information, in addition to bidding, Baidu Encyclopedia construction, news Source building, Baidu know map and so on are indispensable. In addition, if there is a negative news on the internet, the consequences will be terrible.

Thus, in the evaluation options, that is, from the patient from the auction page to the consultation to the appointment of this stage, the traditional brand publicity and network brand building has played a very important role, from this stage, the network brand building more important.

Phase IV: Purchase decision Stage

The purchase decision stage is the patient decided to go to the hospital, from the appointment to see a doctor, the process and a similar, if the traditional brand to do very strong, this stage is very easy to achieve; At the same time, if the network brand building in place, the traditional brand building is still relatively easy to achieve, Because the patient to the traditional medical information access is very limited, unless it happens at this stage a friend of the patient told him not to go, so the hospital must also be good word-of-mouth, lest vicious legend.

Phase Fifth: Purchase evaluation stage

This stage for the medical Network marketing people, in fact, is already over, operating there will be reasonable development, in a reasonable profit state to provide quality services to achieve patient satisfaction. But a long-term medical network marketing at this stage will also do some relationship marketing, such as network consultants dedicated to return, and the best related services.

A comprehensive look at these five stages, in the first stage and the second stage, the traditional brand advocacy is crucial. On the one hand, can guide the local market, establish the image of the leader, on the other hand, the brand will bring the promotion of brand Word search, thereby reducing advertising costs. In the third to fourth stage, network brand and traditional brand complement each other, complement each other. The fifth stage, the brand will have Word-of-mouth impact.

Now many hospitals because of network marketing project controllability and efficiency, especially the accuracy of Baidu bidding efficiency, here have to say, compared to the ground advertising, network media advertising effect will be better, and compared to the bidding, better bidding, more suitable for fast mode of operation. But even so, completely rely on the bidding is also thirst, only to increase the traditional brand building, and the relevant resources implanted into the network, so as to establish a true and credible network brand, and finally realize the brand and outpatient volume of the simultaneous rise in the double win situation.

Today, medical network marketing is encountering bottlenecks, there will be changes in the future, but no matter how the trend of the medical industry is good, and medical marketing is bound to be in full swing. Adhere to the brand-oriented, firmly grasp the essence of medical treatment, focusing on cutting-edge technology and special services for brand upgrades, is the magic weapon of medical marketing.