It has to be said that hospital network marketing is an emerging and crazy industry in network marketing. If you want your hospital to occupy a place in the network, you need to surpass many competitors. Even the sharpest team cannot relax for a moment. As early as a few years ago, many hospitals had already carried out online marketing. In the past year or two, various hospitals have begun to pay attention to online marketing. Talents are scarce, and this has gradually entered the field of vision of Internet practitioners. Emerging industries, new hospitals, many things will have a process of exploration. Even if you are the No. 1 in the previous industry, entering the medical industry will require a long transition period, so there will be many problems.
1. The website server is unstable
After the website is launched, most friends focus on content construction, external link construction, bidding promotion, etc., and no longer care about the quality of the server. At most, they only suddenly think of it when there is a problem with the website. We ignore it. Understand the importance of server stability.
As far as the current situation is concerned, the impact of server instability on the website is relatively obvious in Baidu, and Baidu responded extremely quickly. According to Forgotten’s experience, Baidu will usually make corresponding downgrades within two days when the server cannot be accessed normally. Of course, Baidu will also visit your server from time to time every day to check whether it is back to normal. If the server can be accessed normally during Baidu's next visit, it will test for several consecutive days to ensure that your server is stable, and then the weight will be processed accordingly. In contrast, Google has been slow to respond.
2. It is difficult to perfectly combine marketing and aesthetics
Every hospital Internet marketer expects his website to be both marketing-friendly and aesthetically pleasing. Basically, current medical websites are pursuing the style of a large website to make themselves look grand and professional. Large websites have many advantages, such as rich content, which has a great advantage in SEO and makes visitors feel formal and professional. But despite this, many websites are still difficult to combine at this point. Unifying the overall style of the website is a difficulty, and then integrating marketing layout and SEO planning on this basis is even more difficult. My suggestion is to use this design process: SEO planning, marketing planning, and overall style.
3. Lack of analysis plan, rushing ducks to shelves
When we get a job at a new company, the first thing we do is to get familiar with the company's people and environment, where is the canteen, where are the toilets, and where do we get our wages. When a new hospital carries out online marketing, or if you go to a new place to carry out online marketing, it is extremely important to familiarize yourself with the local network environment. If you omit this step, then future work will basically be half the result with twice the effort. Previous successful work experience It is also difficult to obtain effective results.
4. Collect articles once and for all
Medical websites require a large number of articles to fill and maintain updates, but most of our content editing work is done by SEO personnel, and few of them are from the medical profession, so in most cases it is pseudo-original content. However, sometimes, due to too many websites and too few staff in the Internet marketing department, most content has to be collected using programs. Keywords, descriptions, article structures, etc. are all in a mess. There are a lot of similarities in the directly collected content on the Internet. Articles are a bad experience for search engine optimization and marketing. If the vicious cycle continues, the website will become a garbage dump over time.
5. Blind purchase of online marketing products
For online marketing, it is currently difficult to find an industry that is more competitive than medical care. In order to seek breakthroughs on the original basis, various hospitals purchase various marketing products regardless of cost, and even many tools have become medical online marketing A must-have tool for the industry. Many seniors have said that the most important thing in marketing is ideas, and tools help us execute more efficiently. When we choose tools, we must choose them according to our own marketing plans. Can this tool help us realize our marketing plans? The second is to look at the service quality of the tool. How is the after-sales service of this software? Is it a tool that can be used for a long time or is developed to exploit short-term vulnerabilities?
6. Internet marketing is completely separated from consultation and medical treatment
Unfortunately, the network and consultation in several hospitals I have served are operated separately. Although the two departments are working hard to communicate, the results are always unsatisfactory. There is a lack of communication between supervisors or the depth of communication is not enough. Marketers have no idea about the outcome data, which consultations are effective and ineffective, and what level of consultation patients currently have about the hospital. These are all problems.
7. Forget the power of brand
Everyone will sigh, why is our hospital not a public hospital, why is our hospital not a top three hospital, why does Baidu know it, and others recommend going to a public hospital? This is the power of word of mouth. Before word-of-mouth is built up, all work will be met with resistance, crazy SEO, and desperate bidding. How many patients have been lost because we don’t have our reputation or because our reputation is not as good as other hospitals? On the contrary, if we have a good reputation on the Internet, people will really recommend our hospital to others. If Baidu knows it, there will be more real answers recommending our hospital.
8. Lack of statistical analysis of data
Data analysis has strategic significance for the implementation of online marketing, but in many cases everyone does not know what to analyze, what is the use of the analysis, and what kind of analysis is effective. In fact, data analysis is not a very advanced concept. To put it simply, the keyword sources, regional analysis, etc. in the background of the traffic statistics tool have provided us with a lot of data. If we combine the bidding promotion data and Business Communication data, then Analyzing the effectiveness of our work and figuring out what to focus on next is not that difficult.
9. Paranoid about SEO
Personally, I think there are basically three types of Internet marketing practitioners: The first type is those who have been exposed to the Internet industry relatively early. Most of the reasons for entering the Internet are because of the attraction of making money online, and then they turn to website construction and Internet promotion. Such people Familiar with the Internet and have more or less experience in website building and promotion; the second type is due to the craziness of SEO in the past two years, and the crazy promotion of various training institutions on the Internet, which has introduced many newcomers to the industry; the third type is the former I have no concept of Internet marketing and Internet promotion, and came directly from school or other industries. Among them, the second type of people are crazy paranoid about SEO.
If you think that search engines are the entrance to the Internet, then you have to admit that a lot of our online marketing work must be included in the scope of SEO. SEO stands for search engine optimization. Simply put, it means letting users find you through searches. The job of Internet marketing is also to let patients find us, so all patients brought through search engines in Internet marketing fall under the category of SEO.
SEO is not just about adjusting the website structure, publishing external links, keyword descriptions, etc. Third-party platforms, word-of-mouth, etc. can all be included in the concept of SEO. I say this not to argue for a concept, but to say that if we abandon the previous narrow view, our vision of Internet marketing will be broader.
The article was first published on Hospital Internet Marketing ( www.yiyuan.im ) Author: Liu Shaohui
Thanks to Liu Shaohui for his contribution