Wang Wuji: Six strategies of network operation in private hospitals

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After these 5 years of development, the network competition of private hospitals has gradually changed from the original tactics to technical tactics, to make more resources for the hospital through the network, we need to develop the strategy of fitting the hospital and the actual situation in this area.

With the state of the medical industry in the traditional media advertising channels of strict restrictions, more and more enterprises began to increase the network propaganda channel input! Leading to the network market competition is becoming more and more white-hot, whether the forerunner, or the following, will face the same competitive pressure. However, first put into the market may not be able to occupy the market first, after joining may not be able to occupy the market, the industry's rising and comer frequent extraordinary, all the key elements of success or in person! The right strategy, efficient team, constant innovation, the spirit of hard work is the ultimate guarantee of winning in the competition!

I. Strategic layout--formulating the correct concept, orientation, plan and model

Now the network operation is not a few years ago, the Earth eight era, the fierce competition requires enterprises to stand at a higher level of overall overall operation, from a strategic level of integration planning, grasp the concept, positioning, planning and model four aspects of the correct development direction!

1. Core Competitive Strategy

Specialty, characteristic therapy, characteristic service, characteristic expert, characteristic equipment all belong to the core competition strategy, the differentiated marketing can win in the competition, the homogeneous operation must be difficult to break through, even if has the breakthrough also kills 10,000, the self damage 3,000, the operation cost is too high. Therefore, it is very important to develop the core competition strategy.

2. Talent Reserve Strategy

No matter what, talent can get the world, Network marketing This is a need for professional personnel to operate, the success of the enterprise depends largely on the size and combination of talent, high salaries, happy, high-quality benefits to retain talent, to explore and cultivate the potential of talent is critical!

3. Data information strategy

At present, the relatively good medical enterprises in China are very concerned about data management, all the data to speak, like the state too set up a variety of data centers, data statistics software, data reports, etc., for the enterprise's data operation provides a strong service.

4. Market Analysis Strategy

The current competition is mainly within the business district of the competition between medical enterprises, to survive to develop, we need to beat opponents, the fittest. So in addition to emphasizing differentiated marketing, the correct analysis of the market, the detailed understanding of the opponent is very important, there has been our team by other team spy infiltration, we have done this work, although it seems a bit contemptible, but the intelligence work is very important.

5. Project Management strategy

The same projects have different situations, different situations need different treatment, although the same as network operations, but not necessarily the successful experience of this project can be applied to another project, personalized, differentiated, localized project operations can effectively improve the overall output capacity of the project.

6. Advantage Strength Strategy

One of Mao Zedong's three strategies is to concentrate on the strength of troops. As a medical enterprise after the cut, early strength is relatively weak, to want to take a piece of the site from others, we must focus on the strength of strength as the basic guiding ideology, give full play to focus on the advantages of doing great things, avoid forces toy, lest the full plate is lost.

7. Shing Strategy

Beyond the opponents of the channel there are many, such as Word-of-mouth promotion, auction promotion, outdoor media, we can quickly beyond the short-term, but like the site optimization, hospital trust needs a certain amount of time to go beyond. Therefore, the analysis of opponents, research opponents, combined with their own situation, to find its weak point, gradually penetrate to achieve the goal of defeating opponents!

8. Reform and innovation strategy

The network itself is an ever-changing industry, and today's successful experience is the reason for your failure tomorrow. So the industry needs to have innovative awareness and strategy, the conservative will only let us gradually backward opponents. Just like we used to rely mainly on optimization, promotion, and later had to rely on the bidding, news sources, and then rely on third-party cooperation, so innovation should be through the constant, the same will be eliminated.

9. Quality Management strategy

Not only production-oriented enterprises need to speak quality, do network marketing the same quality, whether it is promotion, bidding, optimization, or cooperation with others, all need to put the quality of work in the first place. Simply rely on tactics, rely on a large number of shop advertising and can not achieve satisfactory results, must speak marketing, talk strategy. So the performance appraisal is we must do well, the marketing work also we must do well.

10. Corporate Culture Strategy

Many enterprises can not keep people, the people as a tool, I give money, you work, the last people have run! In fact, there is no technical barriers to retain people's way, there are always someone more than you out of the higher, if you just use the wages attracted him, then he will go sooner or later! So, the inculcation of corporate culture and ideas, Human strategy can truly retain talent and enterprise development together.

Second, the marketing success-all efforts are for the successful marketing

The magic power of Internet marketing allows more and more medical enterprises to join in, there was a hospital in the network before the monthly turnover is 900,000, small hospitals feel that the performance is very good, but after trying to network marketing, performance in six months to upgrade to 3 million, many people feel incredible, In fact, this is the charm of network marketing, from the marketing theory, in fact, this is a network amplification effect. So the correct grasp of network marketing channels, can let the hospital in the performance of the changes.

1. Content Marketing System

In the past we used a lot of false original, search, copy, collation, paste, this model used for many years, but you are still in use, it is doomed to failure. The purpose of network marketing is very strong, our goal is not to create a large number of knowledge-based articles, but to create a service for patients, can reflect our professionalism, effectiveness of the content, and ultimately let patients trust us to come to a doctor! Let search engines like us, to the rankings, so content marketing is a key!

2. Special Marketing System

There are a lot of people do not understand why to do the topic, some people think that the topic is to do the key words up, in fact, the key words to do up, just one aspect, if you do the idea of doing keywords to do the project, it is inevitable that the result is hard. The real topic should be a strong marketing, the specialized topic collection, lets the patient through browses the high density related topic content, to the illness, the treatment, the doctor has a correct appraisal, simultaneously must through this topic let the patient realize the goal, therefore the topic also must the exquisite implantation marketing content.

3. Activity Marketing System

Private hospitals spend a lot of time doing activities, good activities can indeed bring good benefits to the hospital, and through the network to promote the activities of the need to have a strong inflammatory, through careful planning, knowledge, activities and marketing into one, fully impress patients, to achieve the best marketing results.

4. Telephone Marketing System

Telemarketing is the highest rate of appointment, because when the patient decides to call you, it means that he has 7 points of treatment intention, otherwise he will consider online counseling and other exploratory channels. The establishment and training of excellent telephone consultants is an important part of the whole network marketing system, and telemarketing is very important.

5, QQ Marketing System

QQ Counseling can let patients have a certain sense of trust, but also to a certain extent to ensure the privacy of patients, so many potential patients will choose QQ consultation. Good QQ communication skills, professional service skills, correct marketing ideas and ideas, to the greatest extent possible to tap the number of potential patients, this is the consultant must master the basic skills!

6. Business Communication Marketing System

The advantage of business communication is flexible, fast, point-and-use, in the network consulting channels accounted for 50% of the proportion of business consulting risk lies in the patient's loss rate is high, return rate is low, once the patient closes the window, you will be difficult to communicate with again, so the consultant's communication and business level have higher requirements! Professional business communication skills should be the focus of the training of consultants!

7. Therapy Marketing System

Therapy marketing in a lot of diseases have a very good effect, whether it is packaging hype, or technical publicity, basically every hospital must have their own characteristics of therapy, otherwise not good to survive. Therapy marketing involves more aspects, not only network propaganda skills, but also need to use hospitals, doctors to participate together.

8, Packaging Marketing System

In fact, private hospital propaganda is purely packaging marketing, because when you do not have a certain seniority and strength, you can only rely on packaging to impress consumers, appropriate, effective packaging is the network marketing must do a good job. Otherwise, even if the technical level of excellence, no marketing, everything is zero.

9. Marketing system of soft paper

Soft article in the medical profession is particularly important, especially in hospitals, doctors, therapies, cases of soft publicity, can play a role in other ways irreplaceable, this is the planning Department of one of the key work, but also all marketing links in the very important peripheral propaganda links, must pay attention to!

10. Bidding Marketing System

Bidding is a kind of technology, at the same time he is also a big marketing system, if you only regard the bidding as spending money on it! Inevitable failure! Bid to communicate Baidu rankings, Web site production, content marketing, network consulting four major links, any one link bottlenecks will result in a discount to the auction effect, So it is very important to establish the concept and idea of bidding marketing system.

11, optimize the marketing system

Optimization and bidding, is also the introduction of a patient channel, the optimization of the taboo is not in order to rank and sacrifice marketing effect, ranking is not our purpose, but our means, has the effect is our goal, so the optimization must always run through the marketing system, so that patients by clicking into the site, Really can generate trust and appointment!

12, promote the marketing system

Promotion is divided into three kinds: word-of-mouth promotion, promotional activities and optimization, these three kinds of people will pay more attention to the effectiveness of Word-of-mouth promotion, that this is necessary, but it is easy to ignore the promotion of activities and optimize the marketing of promotion! To promote as a goal to do, and finally even if there is no effect of rankings, patients see only network garbage! Eventually lead us to no avail! So the promotion is not low technology, do a good job of promotion also has a great knowledge!

Third, the management of the road-the decisive factor in the success of all the people

To achieve small goals can rely on individuals, to achieve large goals need to rely on the team, reasonable optimization of the team to play the greatest combination of strength! In a long period of time, the creation of excellent team when the network operation is the key to start, not only to invest in energy, but also need to invest money and time to specialize in this matter!

1. Pay attention to the management of talents and ability

For the real talent, to give as much as possible to the generous treatment to retain him, attract him, because only talent can improve productivity, a team without some top-notch leader geese, it is difficult to quickly develop, the talent as a resource for management is a very important link.

2. Responsibility contract and execution management

Shing in the early period of team development is possible, chaos is not open, undone, Nonse Dorau, each do its best choice, but once the team into the scale, the increase in personnel, the project increased, and then rely on pot will inevitably cause problems. Therefore, the implementation of the responsibility contracting system must be carried out, to the various task areas divided into cropland, to meet the requirements of the people to carry out cultivation, macro-control, self-employed, harder, less labor less! This piece is related to the performance appraisal!

3. Lao Zhuang's Road and flexible management

The more strict military discipline more effective, the more strict enterprise discipline, the more people run, because the army and enterprise is not a nature of the team, the army can shoot disobeying orders of the military, enterprises can? From these years of management experience, the western modern management methods, is not suitable for China, We have to go back to the traditional Chinese style of management! Lao Chuang's Way is our team to maintain stability and sustainable development of an important magic weapon!

4. Rule-based and System Management

On the one hand we cannot imitate the West blindly, to system management, on the other hand, our ancestors also said, no rules savages, in fact, this is China's yin and Yang philosophy, both the system, and not the system, that is, institutionalized control of people, but also humane management, the system is a deterrent, not an end, so we will definitely set the system But the key lies in the artistic implementation!

5. System Training and talent management

We can recruit supervisors, recruitment of technical personnel, but we could not all of the staff to go to the high pay to dig, in the determination of the framework of the main talent, we need the current human resources to carry out systematic training, training, the establishment of sustainable development of talent management system, truly cultivate talent, use of talent,

6. Catfish Effect and crisis management

Since ancient times China has the idea of "being in danger", a team in the development, also need to have such a thought, in order to maintain a lasting fighting capacity, like sardines, if no catfish chasing, will soon die. Catfish effect should be reflected in our system and personnel arrangements!

7. Project Planning and budget management

Each project has different characteristics, geographical location, Department of Disease, medical consultation, business district resources, will become the object of our consideration, the correct assessment of research and input-output budget, we have to take over the project must be carried out before, all things in advance, not the waste! Do the project budget management, Can let us better carry out the project operation!

8. Departmental collaboration and flat management

The network department usually consists of the optimization department, the Promotion department, the Planning Department, the Technical Department, the advisory Department of five departments in general, each department to set up a supervisor to carry out specific work arrangements and deployment. This management structure is not very problematic among individual departments, and the main problem is that coordination among the various departments must be done well. For example, the Department of Optimization and Promotion of coordination, Technical and Planning Department of Coordination, Consulting and Planning Department and Optimization Department of Coordination, and so on, only to achieve the coordination of all departments in order to play the greatest advantage of the team. In fact, the best way to reduce the department's collaboration is to merge the departments, which can save costs, can also play the greatest role, such as the promotion and optimization of mergers, technology and planning to merge, so as to maximize the use of team strength.

9. Stage strategy and Target management

Team operation must be strategic, set goals, strategy 1-3 years, target 1-3 months, according to the actual situation of the hospital, the surrounding environment, the industry overall situation, the characteristics of the professional and other factors to consider, set up the feasibility plan and objectives. Only by setting goals for the team can we go faster and with more vigour.

10. Continuous change and innovation management

Network technology is changing fast, in particular, SEO, promotion and market changes, requires us to set up the idea of change and innovation, new ideas, new methods and new technologies to continue to lead the opponent, simply rely on hard work difficult to occupy the advantage, we must rely on change and innovation to maintain the advanced technology, methods and ideas.

11. Example Force and benchmarking management

Team to progress, we must have an example, people's learning and comparison ability is the strongest, in the team to establish a good working atmosphere, set up excellent learning role model, for the promotion of team development, rapid improvement of performance is very important, practice proved that benchmarking can effectively improve the overall performance of the team.

Iv. Operation Planning--the start, jump and stability of network business

1. Operation mode

• Centralized network operation

At present, large medical groups use centralized network operation, the department is divided into bidding, planning, optimization, consulting four departments to carry out management, this model is the largest advantage of resources, technology can be shared, easy centralized management, centralized training, the disadvantage is that there will be a certain barrier between departments and departments, Problems in communication and coordination are likely to arise.

• Decentralized network operations

Small group or independent hospital more decentralized network operation, the advantage is relatively centralized team departments, regimental headquarters within the relatively familiar, there is no problem in communication, the disadvantage lies in the weak technical force, communication barriers with the outside, easily lead to the drawbacks of closed doors.

On the choice of operation mode, mainly according to the Enterprise's own situation, the two models have advantages and disadvantages, focus on the operation of coordination, decentralized operation of the attention and external communication can be, as long as they can avoid weaknesses, each model can achieve a good operating effect.

2. Operation Channel

• Bidding operations

From the current Baidu on the medical site regulation means, the role of bidding is significantly greater than optimization, good bidding can occupy half of the market, this is one of the most important operating channels, we must increase investment to carry out construction.

• Promotion of operations

Promotion mainly involves Word-of-mouth promotion and optimization promotion, this channel is not very smooth at present, but must go through, can rely on their own team to do, can also carry out business outsourcing to get through, from the actual operation of the effect, business outsourcing has ultra-high cost-effective, recommended use.

• News Operations

News channel is an important channel that relies on the public credibility of the network news media website to reach the marketing effect. The main role of the establishment of marketing soft channel and keyword promotion rankings occupy, its importance is now higher than the optimization, especially for the hospital Word-of-mouth, therapy, doctors soft power publicity, of course, the prerequisite is that you must be able to operate, Do not operate blindly to imitate, or difficult to achieve the desired effect. This part of the work is the focus of the planning department, but also the focus of our external publicity.

• Cooperative operation

Optimization of the current effect is generally not good, in the early and middle of the network operation can not rely entirely on optimization to improve performance, and Third-party Web site cooperation with the operation of a short period of time to play an immediate effect, but the cooperative operation must be a strict selection of third-party sites, not all of the cooperation site can bring benefits to us, Need to take into account the characteristics of the hospital itself, the scope of business coverage, input-output ratio to choose.

• Optimize operations

Although the optimization by the search engine control, but the correct optimization measures can be a good performance in the later stage, optimize the use of multi-level stations, small precision stations, special stations, keyword station model to carry out the construction, so you can concentrate on the strength of the force, get very good optimization effect, and all-inclusive web site construction will only cost us too much energy, it is no longer possible to adopt.

• Advertising operations

Advertising input needs to calculate the proportion of input and output, the key to advertising is not in input, but in output, as long as output is higher than input, you can do. Third-party advertising operations must also be based on the hospital's own conditions and the actual situation to do a rigorous selection, for unfamiliar channels can be questioned by peers, a small number of attempts to touch the way.

3. Operation Steps

• Early results

At present, the Chinese government's policy on private hospitals is very unstable, most speculative companies want to be able to take effect early, which is typically 3-4 months, and in fact it can be achieved through proper operation, even for hospitals and teams with a poor condition, which is a test of operational responsibility. is also a challenge.

• Medium-term stability

Performance in the beginning, as long as the strict implementation of the correct operation strategy, and constantly improve and correct the channel and direction, business will enter a period of intermittent rise, the main task in the middle of development is to keep the performance of the rapid climb, as soon as possible to reach the peak. This time usually takes 4-8 months.

• Sustainable development

Hospital performance will not be unlimited rise, reached a certain peak, will enter the platform period, the main task of this period is to maintain the stability of the performance of the basic construction, good team building, pay attention to the external Word-of-mouth, improve performance assessment, to prevent brain drain, to find a new breakthrough.

V. Incentive mechanism-keep the team continuous and constant combat effectiveness

1. Spiritual Motivation

The use of public verbal praise, rank bonus, performance List star, excellent model pacesetter and other spiritual incentives to motivate staff, spiritual enjoyment is money can not be replaced, from the past experience, the spirit of the incentive to match the material incentive effect is very obvious.

2. Material stimulation

Trinidad officials, in order to food and clothing, go out for money, this is the basic purpose of migrant workers. Therefore, the appropriate material incentives can play a very good effect, fair and impartial performance appraisal is the guarantee of continuous increase in performance, with the spirit of encouragement, you can make staff trust and rely on the team, and the team to develop together.

3. Growth incentive

In addition to earning money, the most valuable thing is to have the ability to grow, whether it is professional skills, or comprehensive ability, growth will be attractive to employees, because everyone can understand that growth is also a productivity, so improve the training system is also the key to the stability and development of the team.

Vi. goal Setting--the motivation to move forward with a goal

1. Short-term goal--tamping Foundation construction

Optimize team structure, build core team, speed up website construction, introduce technology talents, conduct systematic training, establish cooperative relations, and let the team and business take a fast track in the short term.

2, the medium-term goal--rapid performance improvement

Quickly improve performance, prevent team differentiation, improve performance appraisal, strengthen project management, make up for business gap, optimize departmental collaboration, let business quickly into the formal, to reach the peak state.

3. Long-term goal--sustained and steady development

Maintain the stability of the project, consolidate both the market, find a breakthrough direction, open up the second battlefield, the introduction of high-end talent, to prevent the infiltration of opponents, to maintain a good team, clean and healthy operation.

The above content is based on these years of network operation experience and collation, because of space constraints, a lot of content can only be described from the macro, because of personal experience and limited capacity, some places may be not in place or wrong, and please correct!

Wuji Marketing Forum focus on medical beauty marketing----www.wuji68.com