I have been doing hospital online marketing for a while, and I have found that relying solely on SEO or simply doing PPC is effective, but the effect is not that obvious, which means that bottlenecks often occur when these promotions are done to a certain extent.
For example, the number of daily patient appointments becomes stable when it reaches a certain level, and there is always no room for growth. Regarding this situation, I think everyone who does hospital promotion has encountered this situation. Maybe everyone has run into a dead end. In fact, China's medical industry, including medical services, is far from meeting the needs of patients. This means that there is no competition in the domestic medical market environment. Then if you search for a few keywords about medical diseases on Baidu, Google and other search engines, you will see many hospitals competing fiercely. The price of one click for some words, such as abortion, can reach dozens of yuan in ordinary areas. Once, not to mention in places such as Shanghai, then as a hospital's Internet marketing, it can only be achieved by doing PPC and burning money. This is not the case. I think the advertising promoted by the hospital can be combined based on the actual situation analysis. Take the Hefei Friendship Hospital where I work as an example. The forms of advertising are relatively diversified. In fact, no matter what kind of advertising is placed, there are only two purposes from a marketing perspective. One is to increase brand awareness, and the other is to increase the conversion rate.
So let me talk about how I create an advertising portfolio:
1. Health portal website placement
Why do it on these health portal websites? Many people may say that these websites are targeted at the national level. If the hospital is targeted at the local or regional level, is it a waste to advertise on these household websites? ?In fact, it is not the case. The most important thing for a hospital is its reputation, service and technology. By advertising on these portals with tens of millions of traffic every day, the exposure rate will be obvious, and the brand's influence will be increased unconsciously. But generally it is enough to place such advertisements on two or three health portals.
2. PPC advertising on Baidu, Google, etc.
When doing online marketing, it is inevitable to do PPC, but how to collect and analyze data is a science. For Baidu, I think what everyone does more should be keyword bidding, and Baidu's theme promotion is not necessary. For GG, I think the effect of theme promotion is better than that of Adwords, because most webmasters will choose GG when they choose to advertise. Its website advertising group is large and the chance of cheating is small. For Baidu and GG, it is a good method to do traffic entrance analysis and keyword statistical analysis and then cooperate with seo analysis, but it also requires sufficient manpower.
3. Regional and regional advertising
Most of the general hospitals are regional or regional, so it is useless to advertise too far away. It is generally impossible for others to travel to other places to see some minor diseases. Therefore, regional hospital advertisements are generally placed in local or surrounding cities. In this way, the target group of advertisements is relatively clear. As for the regional advertising format, I think everyone has seen Melatonin’s ads. Although many people hate it, it is undeniable that its advertising model is successful. It is a good choice for regional hospitals to provide comprehensive advertising coverage for websites with high local or provincial traffic. Of course, the budget needs to be reduced accordingly to achieve a budget balance.
The above advertising strategy is only a general summary. There are still many things worth pondering in the specific details. I hope to have more exchanges with colleagues who are engaged in hospital online marketing.
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