Source of this article: Changsha Network Company
Changsha Hospital has dozens of websites, large and small. Using websites to attract patients has become an indispensable way for these hospitals. As a result, an advertising war that has shifted from outdoor media to the Internet has intensified.
Relying on their abundant financial advantages, large hospitals have launched large-scale online advertising, Baidu promotion, Google, medical portals, talent networks and other portal information stations. The numb competition not only failed to bring significant results to the hospitals, but also caused more and more online promotion expenses every year. Some hospitals, especially small and medium-sized hospitals, have gradually faded out of the Changsha online market platform.
Should hospitals do online promotion?
The answer is definitely yes, it should!
Compared with outdoor media advertising, online promotion has an absolute advantage in price. A TV advertisement may cost millions a month, while online promotion may not cost so much in a year. Both promotion methods have the same effect: to increase the hospital's visibility and attract more patients to the hospital. Why do many patients now like to contact the hospital by phone or the Internet first, and do some simple consultations first? Because in everyone's eyes, the hospital is like a luxury oil tanker, and it is expensive to enter. Even registering in some hospitals costs dozens of dollars. Yuan. Gradually, people have a fear of hospitals. They will never go to the hospital to see a doctor unless absolutely necessary. For minor illnesses, they go directly to the drugstore to buy some medicine or go to a small outpatient department for treatment. The disease consultation provided by the hospital website can provide patients with a free preliminary consultation, which can shorten the distance with the patients, especially those patients who have unspeakable secrets. It is a good communication platform. The promotion of the hospital website has established a A bridge connecting patients and hospitals.
What functions should a hospital website have?
1. The overall beauty of the website
The image of the website is like a hospital, so that when you see a garbage dump, even if it is a Fortune 500 company, it will make you have some doubts. Especially for first-time visitors, the website is the first impression of the hospital in the eyes of patients. A beautiful and warm website is often favored by patients. It is recommended that the hospital website use light colors as the main color.
2. The professionalism of the website
Medical treatment is a specific industry, and the word "professional" is the top priority of this industry, including professional medical team, professional equipment and equipment, professional spirit, etc. The same is true when it is extended to the website, with things and people, so we must firmly grasp this point when building the hospital website and adding information. Hospital website construction must have three characteristics: organization, conciseness, and professionalism.
3. Comprehensiveness of the website
It can be said that more than 80% of the visitors to the hospital website are patients or potential patients (who do not know whether they are already sick). A comprehensive service can provide these visitors with good help. It is recommended that the website have the following functions: online consultation system, hospital address inquiry, and professional online guidance. Allow patients to first consult with professional doctors through the online consultation system, then have further communication with the hospital, and then accept the guidance of professional guidance, so as to come to the hospital for treatment in reality. Of course, in current Changsha hospitals, more than 70% of the online consultation systems are not "dedicated". It is not that they are unprofessional, but there is a common problem: online consultants simply cannot get what they want to know through this consultation platform. Usually after asking a few questions, the hospital repeatedly asks the patient to come directly to the hospital for examination. In this case, can we still call for online consultation? Let’s just call it a “payment reminder system”. The hospital was so "responsible" that they were not aware of such a drawback. Take Changsha Hospital as an example. There are dozens of hospitals, and patients can choose one. Attitude is everything! I hope the hospital can understand this.
So how should hospital websites be promoted?
Here I provide a relatively perfect strategy for your reference.
1. Baidu and Google promotions continue as usual, but some long-tail keywords and some less competitive keywords can be reduced to facilitate the next SEO work.
Why continue to use these promotions? Because these promotions are effective very quickly. Submitting keywords can be limited to one day. Although the cost is high, it allows the hospital to see the results quickly. However, it is necessary to filter keywords, those with fierce competition. , can be retained because these words do not meet the conditions for later optimization.
2. Timely update of website information and add more professional information
Hospitals must have professional medical website editors to update and add website information. It is recommended that 5-10 articles be added and modified every day. Among them, they must know how to use soft articles for hype and promotion. Professional information can not only enhance the hospital's reputation The image in the eyes of patients can also increase the chance of inclusion on the website.
3. Highly efficient optimization team
Here I do not recommend that the hospital hire some professional website optimization personnel to optimize the website full-time. The reason is simple: as far as Changsha is concerned, it can be said that there are no SEO training institutions in Changsha, let alone any particularly professional SEO engineers. SEO is all gained from experience gained from daily work and study. So no one dares to say that, I am the boss in Changsha website optimization. At present, in the Changsha market, the salary of a relatively skilled website optimizer is more than 2,500, and optimization cannot be effective in a day or two. It is a relatively long process. A full-time optimizer will invest a lot of money in terms of salary. Another point is that search engine optimization work does not require you to spend 8 hours a day on work. It has a big impact. Part of the time, it can be said that there is nothing to do. For an optimization job, it takes an average of 3.4 hours a day. Another point is that a skilled optimizer cannot have only one optimization job. Even after he joins the work, he will no longer take on other business, but what about before? Even some previous projects that have taken effect still require him to maintain them. of. So I personally think that if a hospital chooses to do SEO, it would be a good choice to hire some part-time workers or outsource the project to an Internet company.
4. Utilization of network resources
When a hospital website with a high weight has been formed, learn to make good use of this advantage. In fact, through the equal exchange of some resources, you can obtain many valuable portal website image text advertisements, text links, etc. Through your negotiation, many sites can actually achieve advertising effects without spending any money. Of course, this depends on your eloquence and means.
Remember one thing! Frequent revisions of the website are the most taboo in hospital website promotion work. Although constant revisions can continuously improve the functions and effects of the website, this will be the biggest blow to the optimization work. It is harmful but not beneficial to the natural weight and ranking of the website on the Internet. The website of Changsha Hospital is updated about once a year. On the surface, it looks good, but the hospital did not realize this. In fact, many hospital website revisions were not initiated by hospital leaders. Most of them were proposed by the "worms" in the hospital. In order to obtain kickbacks, people constantly pointed out various "problems" in the website to the hospital, and then persuaded the hospital. Fang handed over the website to XXX Network Company for revision, and received generous rebates from XXX Network Company.
5. Comprehensive Internet Marketing
This is the most obvious part of online promotion. Use forums, blogs, post bars, emails, QQ groups, etc. for publicity work, and use some paid and free promotion software for publicity and follow-up from time to time, so as to achieve a certain promotion effect. The better software used are: Business Express, Blog Elf and more.
This has triggered a phenomenon. At present, many hospitals think that they have hired some "professional" Internet promotion personnel, and they hire them with a lot of money, thinking that they are "thousand-mile horses". However, in the end, they find that this is the work they do every day. , this is an indispensable part of the work in online promotion. Although it is simple, it affects the progress of the entire work. What I want to say here is that when selecting people, the hospital should take measures and not raise "worms" and "little strong" again.
The above are some of my experiences and I have made a fool of myself in front of all the masters. If there are any inappropriate points or shortcomings, I hope you can give me some pointers!
Source of this article: Changsha Network Company Author: Wu Sijian Contact information: www.0731w.com QQ: 745075929 Mobile: 13786187400