I haven’t written anything for a long time. Today, I was discussing the development of hospital websites with my friends who came up with a lot of things. So I just wrote them down and shared them with you. I also hope that friends who are not working on hospital websites can spread their thoughts and expand. to think about it. In fact, it is very common for hospitals to do online marketing now, but most of the marketing relies on PPC, advertising, SEO optimization and other methods. Today we are not going to discuss marketing, so we will leave it aside for now. Many hospitals often encounter such a situation. When PPC stops running, when advertising stops promoting, and when keywords are no longer in the top positions, the traffic fluctuates greatly, and some even have a plummeting flow. So why is this? Quite simply, the hospital’s website simply cannot retain traffic.
Why can’t these hospital websites retain traffic? I think the following points can be summarized:
1. Website VI design is unsatisfactory
Most hospital websites are very rough, perhaps because they think marketing is the most important. People don’t want to look at this type of hospital website after opening it. How can such a website retain people? Generally, website templates and VI design are very important factors in attracting people. When people enter the website and take one look at it and don’t want to look down, I think there is no marketing at this time, because the website itself is a product of the hospital. has failed.
2. Website positioning is traditional and old-fashioned
There are many large and small hospital websites in China, but the positioning of domestic hospital websites is very old-fashioned and traditional. Some people always think that since it is a hospital website, of course the website must look like a hospital, and the article information inside must also be related to the hospital. Related. So let’s put ourselves in someone else’s shoes. Ordinary Internet users, especially those between the ages of 20 and 35, will go to the hospital website to read academic articles that are difficult to read even when they are fine. So when we stop placing PPC and advertising, the traffic of the website will drop rapidly.
3. Over-reliance on search engines
Everyone knows that Baidu is the "food and clothing parent" of the website, but if our website only relies on search engines to survive, we will not be independent without it. Therefore, the promotion of hospital websites must be carried out from multiple aspects, and traffic must come from multiple channels. In this way, when we form our own traffic sources, the website will naturally retain more traffic.
From chatting with several friends, we also came up with a point of view: why can’t hospital websites change their development direction, improve the readability of website articles, increase the weight of health information on the website, and focus on the development of more readable websites? High section. In this way, potential patients can be slowly retained, and once the website's health information brings the user the content he wants, he will give the website a good reputation. In layman's terms, word-of-mouth marketing is viral marketing. One spreads to ten, and ten spreads to a hundred. In this regard, I feel that a Xincheng hospital in Hangzhou (www.xc120.net) has done a good job and boldly tried to build a hospital website that focuses on health information.
Colleagues who work in hospitals all know that the credibility and credibility of a hospital are very important, and word-of-mouth is an important factor that affects these. Therefore, the change of website direction and the improvement of user experience are ultimately to improve the hospital's reputation and influence. Thereby improving the effectiveness of the entire online marketing.
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