Yun Yue: The network extension analysis of the plastic hospital patients ' needs

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Plastic Surgery Hospital Network promotion, as a part of the medical Network marketing, has its commonness, but also has its particularity, from the fundamental to talk about the biggest difference between plastic operation and other diseases is: surgery is not a disease, plastic is not impulsive consumption. Standing in the patient's perspective to think about the problem, is the network marketing experts the most fundamental point, do not override the patient, do not rush to gynecological, male, oncology and other experience in the plastic section.

A friend said something interesting: I did not work in plastic surgery, a patient asked that, pick to pick, and finally went to other hospitals; I am now in Gynecology, gynecology to money quickly ah, unplanned pregnancy, must do, and then pick selection, the children are out! Although it is a joke, But we are fully able to see from this, plastic surgery patients actually have their particularity, rationality, hesitation, discretion, according to the statistics of my hospital, the average of each patient for plastic operation, from the beginning of ideas to the final implementation of the operation, the whole process will take more than 3 years! and ordinary gynecological diseases even need only 3 days have been on the operating table.

3 years and 3 days, this is the biggest difference between plastic surgery and other departments.

1, plastic surgery, is the face of the project (surgical effect, surgical safety)

Plastic surgery, in my understanding can be divided into two categories: young plastic, beautiful plastic surgery, younger plastic surgery, as the name suggests, the facial shape after aging has undergone some changes, need to perform surgery to improve.

Aesthetic Plastic, subdivision, there may be more points, such as conventional deformity correction, burn plastic surgery, and now more is the icing on the cake aesthetic plastic, rhinoplasty, double eyelid, craniofacial surgery and so on.

From the above can be seen, plastic surgery, mostly in the face operation, and the patient is to "more" beautiful, the pursuit of "more" perfect, so as to form a supply and demand relationship, patients will choose plastic Surgery Hospital. Patients will be due to the effect of surgery and the safety of the operation of a wide range of investigations and various considerations, "I would rather not do surgery, and can not be broken" this is more than 90% of the real idea of plastic patients.

2, plastic surgery, high operating costs

Plastic surgery is now a relatively high-end consumption, although said has gradually moved towards the civilian, but the high cost of surgery is still the patient's most worried about the problem, from hundreds of to tens of thousands of or even hundreds of thousands of yuan of the surgery projects have, cheap to do, expensive to do, this has become a concern for patients, even the same surgery , there are different charges, as far as I understand, in Beijing, the same road, two hospitals, double eyelid surgery, a fee of 800 yuan, while another charge of 18000 yuan, a difference of 20 times! The patient is more unable to choose, then, had to shelve the plastic plan.

How should we respond to this situation?

As a service industry, especially medical plastic surgery, depends on the services to win, and our service is where? In fact, the quality of the operation is still at all! We have a good doctor, our promotion has been relying on, there is a 50% success rate. So how to speed up the mental process of the patient's plastic selection? In fact, we must grasp the patient's psychology

I put the patient's mental process into three major steps, "Plastic hospital network promotion, seize the heart of the patient, we want to catch is the most easily touched the patient that part, bidding keywords, grasping the precise needs of patients, forum promotion, grasping is the patient group concentrated, blog promotion, grasp the customer experience degree ...

Before I did a forum promotion, of course, at that time I did not mature enough, just because I chose the user group, selected the plate, 3-hour clicks 30,000 +, reply number 300+, then do not enough detail, but simply statistics the number of clicks and replies, now think, The biggest advantage of the original post is that the content of the writing, directly into the patient's heart, completely dispel the concern of patients, patients most want to know what? What is the most likely occurrence of this operation? We use the most direct, the simplest way, completely dispel the patient's concern.

Plastic Surgery Hospital Network promotion, the most important thing is the establishment of Word-of-mouth, a profound brand impression, a good reputation of the hospital and doctors, patients are going to play high score! A well-known plastic surgery forum, is a well-known plastic surgery hospital established by a doctor, popular, forum public opinion control is good, so, This doctor's surgery all the while from 8 point to do 10 points, does not arrange the outpatient service, only does the operation!

Baidu a bar, because some patients announced their own in a certain doctor's surgery experience, the same, these doctors have become a hot doctor, surgery does not finish, patients are not finished, and basically all are the operation. Perhaps these patients hesitate, hesitation, can not choose, but when the patient saw some of the words directly hit the heart, he will be desperate to choose the doctor!