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Nowadays, more and more private enterprises pay more attention to online marketing. Many private hospitals no longer use conventional media such as TV media, magazine promotions, outdoor print advertisements, etc. as the theme for promotion. They pay more attention to What is more important is the development of network platforms, paying more attention to the SEO of hospital websites, Baidu bidding and network integrated marketing, etc.
1. Publicity Strategy
1. Market positioning and promotion methods
Promotion focusing on each department and corresponding characteristic diagnosis and treatment technology:
It is completely impossible for most private hospitals to compete with the large local public hospital brands. If we use the overall hospital brand for promotion in the early stages, we will not be able to showcase our unique technologies. Large hospitals may not have much advantage in the entire medical industry in individual departments, but they can balance or even expand their advantages with the help of their own overall brand.
In fact, this is what our private hospitals can take advantage of. We do not compete with large public hospitals for the overall brand. We use our independent departments and the unique diagnosis and treatment technologies in the departments to promote the brand. The effect of that is far better than the effect of overall publicity.
Promotion focusing on a single department and a variety of characteristic diagnosis and treatment technologies:
There are many private hospitals that specialize in a related disease, such as anorectal hospitals, ear, nose and throat hospitals, asthma hospitals, gastrointestinal hospitals, etc. The diagnosis and treatment technologies of these hospitals are very targeted. This advantage is mainly reflected in the fact that it is easier to form advantages in a specific field and form a professional and characteristic hospital for the public.
2. Establishment of brand and image
Any hospital must pay attention to the establishment of its brand. Brand building can be roughly divided into the following small directions:
Brand establishment from the patient’s first perspective
The doctor’s own qualities and abilities;
The external and internal image of the hospital;
Patient’s psychological brand establishment
The professionalism of hospital technology;
Hospital service quality;
Packaging by expert doctors;
Wait and so on...
2. Internet Marketing Strategy
The first major point above briefly talks about publicity strategies. In the second point, Idiot’s SEO blog will talk about the corresponding online marketing strategies. Obviously, the author has previously emphasized the targeted promotion of individual departments and individual diseases. The same is true for the promotion method on the Internet. I will not elaborate on this here. The following mainly talks about several common methods and points of attention for online promotion. If you see this, you may be more interested in the previous promotion plan of the hospital promotion department.
1. Baidu bidding
Because Baidu bidding cannot be divided into a specific city-level area, the biggest difficulty in Baidu bidding is to increase the display volume and click-through rate, increase the percentage of local visits, and then the most important issue is to increase the conversion rate.
Increase in the percentage of local visitors
This is also a headache for many private hospitals in online marketing. If the percentage of local visitors is too low, it will inevitably lead to a situation where the hospital cannot make ends meet. After all, the conversion rate in other places is far lower than the local conversion rate. This mainly requires a general understanding of the network situation in the local area, the approximate time period of local network users' Internet access, the creativity in the bidding and the way the title is written (for example, adding the word Nantong), etc.
Increase impression volume and click-through rate
Several friends who are engaged in online marketing in hospitals have also mentioned this problem to me, complaining that the scope of the department's work is small and user demand is small, resulting in not many users visiting our website at all.
But what the idiot wants to say here is that since this kind of department has been opened, there are many potential users. It mainly depends on how we dig out these patients. On some websites, the number of bidding words is too small; the ranking position in the bidding is in the last few positions on the right side. Just imagine, how many user visits can you get in this case?
Also, there are some regional words that can be used, but the search volume based on this word is too small. At this time, we must sort out a large number of long-tail keywords, but in fact, some Baidu bidding specialists because Due to factors such as laziness and not sorting out these words properly, how many visits can you really get?
How to improve conversion rate
When it comes to conversion rate, it must be the most important thing for all hospital network promotion departments. If you only increase the display volume and click-through rate, but still don't have much conversion rate, it will only be a waste of time. The author will not elaborate too much on how to improve the conversion rate. I have mentioned it many times in previous articles.
If you are interested, you can also search my seo blog, or search site: in the search engine to see it.
2. Search engine optimization
There is no need to say more about this. After we have established the main keywords and improved the ranking of this word, it is still not enough. We also need to collect and optimize long-tail keywords. In addition, long-tail keywords win by quantity, which everyone also agrees with. It can be reflected from classified information websites. I believe friends who are engaged in medical online marketing can understand the meaning of this sentence.
The most important thing that idiots need to emphasize here is that no matter what kind of website optimization we do, we need to conduct data analysis on webmaster statistics. This is explained in detail in my previous article: Website Statistical Analysis of Private Hospital Internet Marketing. This The importance cannot be ignored at all.
That’s all I’ve talked about today. Some of it is not comprehensive, or it’s not in place. Readers can give valuable opinions or suggestions and leave a message. Thanks!
The original article comes from: Nantong Ear, Nose and Throat Hospital http://www.ntwfebh.com
Thanks to diycrack for your contribution