Colleagues who do hospital network promotion may encounter some very practical problems. For example, leaders generally do not look at the process but only the results. Therefore, if the number of patients does not increase in the end, all the consultation volume and the increase in independent IP will be in vain. . This kind of problem involves bounce rate and conversion rate. There may still be many hospitals at this stage. The number of consultations has encountered a bottleneck and cannot go up or down. So today I will talk about how to improve it. Conversion rate of hospital online promotion.
In fact, before thinking about how to improve the conversion rate, we can analyze the process relationship from online promotion to sales completion:
Multiple channels→hospital website→online consultation and appointment→complete sales
In the above process, we can summarize the first two parts as the drainage stage, and the last two parts as the sales stage. Below we will talk about how to improve from these two aspects.
Conversion rate:
1. Drainage stage
This stage is an important step in improving the exposure and traffic of the hospital website. Why do you say this? First of all, if the hospital website has no traffic, there will be no so-called viewers and potential patients, so there will be no consultations, and there will be no consultations, so there will be no conversion rate without traffic. So what is the relationship between them? In fact, the quality of traffic often determines the level of conversion rate. As mentioned in my previous article "Fantuan: Internet Promotion: Abandoning Baidu and Flying Higher" , blindly using Using Baidu to attract traffic may not necessarily be the best, because when we consider the conversion rate, we must also consider the cost. Directing effective traffic to the hospital's website and providing good services to these target customers can effectively improve the conversion rate. That is to say, in the early stage of the traffic diversion process, we try to attract those target customers through various methods.
2. Sales stage
This stage is the terminal of hospital network marketing and the most critical part. Many hospitals often have very high independent IP and consultation volume every day, but the actual number of patients is far from the consultation volume. Of course, such a conversion rate is extremely low. Then when technicians or optimizers introduce target customers to the website, the only thing left that affects the conversion rate is consultation. The consultant's own quality and professionalism determine whether the target customer will come. Since the consultant is the terminal part of the hospital's online marketing and communicates directly with the customer verbally, a good consultant cannot even make the customer make an appointment. , will also give customers a good impression, allowing consultants to have a good reputation for the hospital. The two main stages of improving the conversion rate need to work in harmony and work simultaneously, so that the number of people coming for treatment can be truly increased. As for the specific improvement methods at each stage, I have mentioned them in previous articles, so I will not go into them one by one here. If you have colleagues who want to communicate, you can join the group 84983217.
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