I recently ran a website about myopia, and I have some experiences that I would like to share and discuss with you. The traditional industry of hospitals requires detailed user experience, correct marketing and promotion, high authority and reliability in order to exert its power. The detailed introduction is as follows:
1. Delicate user experience
The reasonable matching of UI and UE is very important. All the people who come to the website for consultation are patients. If the color matching is not careful, the patients will lose confidence and jump out of the website. Therefore, the choice of colors and the matching of the same color system are the F-type websites in user experience. The placement of information functions is particularly important. (F-type websites refer to the ordinary people’s sight line, that is, first look at the horizontal line of F at the top, and then the short horizontal line at the bottom, that is, look at the vertical line from top to bottom).
2. Pharmaceutical websites fully display marketing guidance
Some websites have a lot of information and a lot of views, but the direct patient conversion rate is very low. Why? Patients regard the website as a medical and health information platform, just to check the information, and they are satisfied after reading it. Let’s go, I don’t want to find a doctor through your website; of course, if you want to make your website an information platform, that’s another matter. What we are talking about here is a hospital marketing platform. We have made good content and need to use it in the most appropriate way. Only by placing a customer information submission button or a 400 free consultation hotline in a certain place can the purpose of guiding patients be achieved. For example, under some good topics, customer questionnaires should be placed to allow customers to fill in the patient's characteristics. It can be said that there are free online initial diagnoses by experts. In fact, It is to obtain customer information.
3. Authoritative display of hospital website
The hospital website must place the hospital's qualification certificate, authoritative pictures, and unique medical equipment on the first screen of the homepage; be careful not to make the hospital's introduction too long, and be sure to highlight the key points in a few sentences; patients do not have much patience to read your long speech.
4. Interactivity
Forums are a very good way to show interactivity. You can extract the content of the forum to the homepage. You need to be careful not to display the latest posts. You must set it to manual, otherwise the forum information module on the homepage will be maliciously used. In addition, now Many websites will place online customer service systems. This system is good and can provide another way to communicate with patients. However, it should be noted that 80% of websites place the online customer service pop-up window in the middle of the homepage, which greatly affects patients. Regarding the readability of the website, some people may ask: "Where are our customer service pop-up windows?", then I would say: "Have you ever used MSN? Where do MSN's dialogue windows pop up? You Have you ever felt uncomfortable, affecting your normal reading and use?
5. Website marketing and promotion
Promotion is a big issue. I found that articles on the Internet must talk about SEO when talking about hospital marketing. Haha, I want you to read my last article first. SEO is already bad. Yes, SEO is a powerful tool for the initial promotion of the website. It can also be said that it is Xiao Li Fei Dao, but we still have a lot of work to do, such as whether the email marketing in our patient database is meticulous, whether there are emails classified according to age, gender, and condition. Patients need help most when they need it. When I arrive, I will be very grateful if I can receive a thoughtful greeting, so that I finally form an online order. There are too many types of promotion, and I will create a special article to explain them in the future.
Author contact information: QQ: 7891301 Website: www.webqingfeng.com