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I note: This article is a long series, compared with the systematic introduction of the private hospital network marketing status and the author of some of the personal ideas, is to get more engaged in network marketing, especially private hospitals network marketing industry Friends of the guidance and exchange. This article for the original, if reproduced please indicate the source, thank you.
One, suddenly as the night spring Breeze to
Overnight, private hospitals springing up in the Chinese land slowly rooted germination, and there is a growing trend of prosperity. Although many private hospitals are several big group investment, but basically belong to each other, are to split the big cake.
Besides the medical department, the planning department should be regarded as the core of operation. A good planning team, can quickly occupy the market for hospitals, to achieve long-term profitability, to shape a good brand to provide a strong support. In many hospitals, responsible for network Marketing Network department, often belong to the scope of planning. In this paper, we will be the private hospital network marketing to do a case description.
Two, the network department "three quantity"
With the development of the Internet concept and technology, the new network marketing method has been tried in the daily operation of the enterprise. But in the private hospital network marketing, currently can reflect the performance of the work, provide cost reference, or daily "three", that is, the number of visits, consultation, outpatient volume. In fact, now the main work of the network, or around how to improve the effective access, effective consultation volume, and eventually converted it into outpatient volume and efforts.
The amount of traffic to an enterprise website, the significance is not very large, because only the flow of profits is really valuable. However, the current situation is wide net, more fishing, the flow of large, effective proportion must increase, so as to bring more potential patients. Therefore, how to improve the volume of visits, rather than understand how to attract more targeted consumer groups. More precisely, our main job is to attract consumer groups with an exact purpose to focus on the activities or pages that we want them to know. Through the site traffic statistics and network consulting Statistics Report, we can clearly find that the traffic to our website, which is really valuable. In the end, Baidu bidding, Google AdSense, Google AdWords, professional portals and local portal cooperation, we will be based on this, advertising effectiveness evaluation. Or as a standard, there are selective attempts to promote new means, such as QQ window, telecom operators value-added services. In fact, according to our understanding, private hospitals to invest in these online advertising costs, a considerable part did not translate into effective traffic, this shows that the traditional way of network promotion, there are indeed some deficiencies and deficiencies, and this issue I will also in other articles and discuss.
I understand that there are two ways to increase the amount of effective consultation. One is to improve the proportion of patients to receive counseling, the second is to improve the effectiveness of counseling. On the question of increasing the proportion of patients receiving counseling, many websites now focus on the experience of marketing and consultancy marketing and so on. Through the website multi Media display, the service presents, the brand constructs, the spatial environment multi-angle and unifies the patient's personal feeling, impels the consumer from the sensory-emotion-action-thinking-related experience marketing process. In the patient browsing the website process, through the warm prompt, the illness correlation, the expert recommendation, the preferential activity and so on various means, provides the intimate service for the patient, thus stimulates the patient to seek further knowledge the desire. All in all, want to let the patient receive consultation, inferior stand in the patient's angle, supplemented by the public investigation and so on means, for the patient to create a warm comprehensive consultation front window.
If the patient receives the consultation, then enters the key interactive link. Whether the patient can be touched in this step can make the patient's thought have a substantial change, is very important. Private hospitals generally set up a special advisory department for patients to provide advisory services, consultants often have a professional medical knowledge, can answer the patient simple questions and put forward reasonable suggestions, and patients in time to hospital to the warm reminder. The relationship between the consulting department and the network department is as important as the two on the standardized assembly line. But in some hospitals, although the two departments are a total planning, but there is no person responsible for the work between the two departments coordination and assessment. Or although the two departments offices, but there is a problem between the transmission of information, can not be a good implementation of information sharing. You know, the network department's performance is not good, the Advisory department often has a considerable part of the reason, similarly, the Advisory Department is often affected by the quality of network traffic. At the same time, as a direct contact with patients of the window department, more understanding of the patient's true feelings, the regular formation of a high-quality feedback report, can also help the network department to better improve work, and constantly update the form of activities, thus bringing more quality flow.
Although the end of the network of patients, and not necessarily are visited the hospital website, have been consulted, but to build a beautiful, warm, rich web site, the formation of an excellent consulting team, to adopt a more cost-effective and innovative network promotion methods, is indeed able to bring a significant number of hospital patients, and relatively traditional flat, outdoor, television advertising forms, the cost of network promotion is lower, creating a more extensive brand effect.
Third, the medical advertisement is restricted what to do?
This year, SARFT issued the "Radio and television advertising broadcast management measures" will be the medical ads to strike a crackdown. Next, the Internet will be affected, can be imagined. In today's more and more severe situation ah, how to create a new road, change the current advertising investment model, it is worth in-depth discussion.
First from the media, not only radio and television, newspapers, news sites have been targeted at medical advertising restrictions and other policy factors are actively adjusted. Web site through the opening of forums, blogs, commentary and other interactive columns, the integration of web2.0 elements, the official release for the public opinion, the opening of interviews, lectures, questions and answers columns, better interaction with netizens, not only for netizens to provide a good communication platform, but also for enterprises to provide a high-quality display opportunities. More importantly, through this form, the site has gradually transplanted hard ads as part of the content of the site. Advertising is the content, content is also advertising, but this form of advertising is more acceptable to the people, but also conducive to the enterprise to avoid the relevant policy restrictions, and further enhance corporate image.
Therefore, it is an important breakthrough for private hospital to carry out deep cooperation with portal website and professional website in the premise of keeping good existing advertising forms. Some of the existing Web site cooperation in private hospitals, many for the name of the channel, the provision of expert advice, the establishment of their own professional web site forms, homogenization of the competition is very fierce. How to innovate is the key. Here I talk about a few ideas:
1, push the whole for pushing part.
"Urban women daily" has reported that netizens spontaneously to the city's major hospitals, obstetrics and gynecology doctor comments on the red black List of news, ranked homing doctor Natural in the treatment of patients have touched the place, ranked black list of doctors will also have its people can not tolerate bad habits. Red Black list in the community after the public, homing hospital and doctor patients squeeze the head, fully exposed to some of the current social concerns, as product quality, quality of their own products, this should be normal phenomenon, but often rare to see. This may give us a hint, how to promote the whole to promote the local, change to promote the hospital to promote doctors, to promote a brand to promote a certain technology, so as to guide our network to go out of the inherent mode of work, to carry out innovative work, combined with the needs of users to create social hotspots, with the news media publicity campaign.
2, the topic to go out.
Topics focused on a number of hot spots on the event marketing, recently many celebrities died of health problems, there are many sites do a lot of reports, hospital website is also so. But a lot of it is to do each, especially the hospital website, often just inside the wall flowering can not do the wall outside incense. How to take advantage of the social hot spots to the public's attention, on the need to cooperate with the portal site, professional website, not only pay attention to the publicity of image advertising, but also to establish a long-term hot cooperation mechanism, with the high degree of attention of the social hot issues, planning related marketing activities to the public to send hospital voice. Interaction with the media, but also to focus on the incident sensitivity, and by the media editors and the hospital selected topics, to provide relevant reports. In fact, the topic of cooperation is only a part of the media cooperation, the purpose is to change the day-to-day banner publicity for the deeper content of the propaganda, in the most effective case allocation of advertising investment. At the same time, the use of hospital experts out of the view of the media out of the propaganda of the way, the marketing activities integrated into the content of the media site, more effective to evade policy risk.
3, looking for SNS embedding point
Not only large portal sites, now more and more local sites have also launched SNS (Social receptacle site, social networking sites). and private Hospital network marketing, also will pay attention to the portal site brand propaganda, Baidu, Google and other professional search engine PPC promotion, full access to SNS social networking site embedded marketing era. SNS social networking site has produced in the current society can not be ignored, the emergence of the phenomenon of people stealing food is that this web site and his embedded game has become a new life habits of urban white-collar. So how to embed marketing activities in SNS website, especially the SNS website of local portal website, is a private hospital network marketing personnel need to focus on consideration.
4, always pay attention to the mobile market
With the commercial of 3G technology, the country's policy to the wireless internet industry is tilted, mobile users will replace the existing Internet users and become the real kings of the next Generation Internet. According to CNNIC latest report data, the first half of this year China's internet users have reached 338 million, including the use of mobile internet users have reached 155 million, accounting for about half of the total number of Chinese netizens (46%), wireless internet has become a mature area. Who occupies the field first, who will be able to succeed in the preconceived, attract target groups. "200,900-degree technical innovation Conference", Baidu announced that the wireless Internet will become the company's next strategic focus; 2009, the New network interconnection company launched a high-profile SMS Web site, 3G shopping district ... Although the existing products still exist a simple pattern and a single form of the problem, but this has fully demonstrated the future trend of the Internet. It is worth studying how to explore the wireless internet market and try new marketing methods.