Just in March this year, I interviewed for an online marketing planning job at a private ear, nose and throat hospital in Wuhan. Before I came here, the hospital had been doing Baidu bidding ranking. The profit in April was only 100 yuan, and the hospital had three fresh graduates doing promotions. This surprised me. After a month of hard work, the net profit rose directly from 100 yuan to 100,000 yuan. Without further ado, let’s talk about my operation process.
one. Small changes to the website
First, observe the website. The website layout uses tables, and there are no keywords or descriptions. The website has no substantive content and is copied from the Internet. Baidu only includes a few pages, no sitemap, and no friendly links.
Modification: The website reuses div and css, and adds keywords and description. I publish several pseudo-original articles every day, exchange links with other local hospitals, create a sitemap, and submit it to search engines. In addition, some inhumane aspects have been modified, such as: after the customer system is closed, it pops up again after a few minutes, the navigation layout, etc.
two. PPC
At present, this type of advertising can be said to generate "short-term and fast" benefits for online business, so hospitals are willing to spend high fees to bid.
1. Modify keywords. There are not many keywords, and most of them are ranked first. For example, this keyword "Wuhan Ear, Nose and Throat Hospital" has always been ranked first. If you think about it carefully, most people will not have problems with all three organs. There should be searches like this: Wuhan Ear Hospital, Wuhan Rhinology Hospital, etc. Cancel the ranking of some keywords. Many people who search for these keywords are not patients. The possibility of being clicked on the first ranking is a waste of money.
2. Increase the number of keywords. Patients' searches can be described as diverse, and more than a dozen keywords cannot meet the requirements. For example: Which hospital in Wuhan is good at treating rhinitis, what medicines should be taken for deafness and tinnitus, etc.
3. Can only match and content affiliate promotion (formerly called theme promotion). Carefully observing the results of Baidu's smart matching, it is not difficult to find that most of the smart matching is not very relevant, or it does not make much sense to perform relevant matching based on the text in the ad description, and in Baidu's terrible search traffic on the engine. Many people say: Content alliances are for money, so there is no need for us to waste this money.
Three: Q&A platform promotion.
Everyone knows this, Baidu Knows, Tianya Q&A, Yahoo Knowledge Hall, qihoo, Sogou Q&A, Tencent’s Q&A, Xunyi Qiyao, etc. Register some accounts on each of these platforms. Then ask questions. The content of the questions is of course like this: Which hospital in Wuhan is better at treating otitis media (or which hospital is cheaper/lower), how much does it cost to remove nasal polyps in Wuhan... Just ask all the relevant questions. After waiting for someone else to answer a question, you can then use your own account to answer it. Of course, the best answer in the end is your own answer.
Four: Local forum.
Find some popular local forums and register multiple accounts. Then there is the matter of publishing soft articles. How to write soft articles depends on each one's unique skills. For example, you could write like this.
Title: A beautiful doctor performed sinusitis surgery on me yesterday, and she actually... or Within a week, I managed to get the beautiful doctor who performed the surgery on me.
Content: Think for yourself.
Okay, that’s basically it. Of course, there are many ways to do online marketing in hospitals. Constant experimentation, constant innovation, and finding the most suitable method are the only way to develop.
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