How to differentiate medical online marketing
If the medical online market treats keywords in the medical industry differently, it actually involves one of the core competencies of the medical industry: the online marketing traffic analysis system. Only in the online marketing traffic analysis can it be possible to make accurate judgments on medical keywords. Only then can we achieve differentiation and avoid homogeneous competition among competitors; and to achieve truly differentiated market treatment, it should be one of the regular tasks to continuously maintain a comprehensive analysis of major competitors.
2. Differentiation of medical marketing planning;
When introducing patients to the target website through online methods, the direct response is mainly: marketing special webpage. Including hospital marketing special pages, symptom marketing special pages, disease marketing special pages, expert marketing special pages, therapy marketing special pages, event marketing special pages, and comprehensive marketing special pages, etc.
There are many pages, but there is only one factor that determines the effectiveness of special marketing pages-differentiated marketing page planning. It is directly related to the conversion rate of patients to the hospital. It can be said that there are several aspects where the performance level of the medical industry is high and low: the level of marketing website planning, the level of bidding operation, the level of copywriting, the level of optimization, the level of technology, and the level of execution. But I think the highest level is reflected in the level of marketing website planning. However, under the short, flat and fast model, it is abnormally reflected in the level of bidding operations.
In fact, bidding level is important, but if the level of marketing website planning is low, it will only waste costs, because bidding level is a way to show excellent planning to patients, while copywriting, art, and technology are just tools to achieve planning. Differentiation of marketing web planning should also be one of the core competencies of the medical industry and an important part of back-end marketing. To achieve differentiated marketing website planning, you need to:
I. Comprehensively analyze the website planning of major competitors to avoid homogeneous competition;
II. Analyze the advantages of your own hospital and find differences;
III. Improve the level of web planners to the decision-making level and be systematically responsible for web planning. Mobilize the overall strength of the team, strive to be unique in planning creativity, and form your own planning style.
3. Differentiation of medical marketing techniques.
Poor copying in bidding techniques will only make the third company cheaper. When the snipe and the clam fight, the fisherman benefits. Because completely homogeneous bidding ideas will only make patients feel that both families are cheating. The differentiation of marketing techniques should be combined with the hospital's advantages, the support provided by network traffic analysis, and excellent marketing web planning, so that competitors can only copy them if they want to.
This is the basic operating process architecture of online search integrated marketing in the medical industry, but its content goes far beyond that. It should include:
a. Market analysis, planning analysis and marketing method analysis of major competitors in the same industry;
b. Internal network marketing workflow, see the figure above;
c. Establish and supervise the implementation of internal team building systems, assessment systems and reward and punishment systems.
It is worth noting that this work flow chart starts with online market analysis and online marketing traffic analysis. What kind of team structure will this process bring?
The author believes that under the ordinary short, flat and fast mode, the Network Department can be vaguely divided into three parts:
a. Marketing team (including bidding and seo personnel);
b. Consulting group (online communication, telephone and text messages, etc.);
c. Service support group: It includes planning, copywriting, art and technology.
In this work process, the planning in the service support group is specially taken out to become a higher-level group, and a data analysis group is added at the same time, then there are:
a. Marketing team;
b. Advisory group;
c. Marketing planning team [technical support (art and technology), marketing support (planning and data analysis)]. Technical support and marketing support can be collectively referred to as the marketing planning group. Improve the level of the marketing planning group to be above the technical group. Planning group and data
The marketing support of the analysis team will have a great effect on the entire Network Department, and will eventually gradually form its own core strength and become the most important part of the back-end marketing system of the medical industry.
In fact, the key to all marketing lies in the appointment conversion rate. It is the key to integrated marketing of online search in the medical industry, and the quality of back-end marketing is the key to improving conversion rates.
Everyone in front-end marketing will generally notice that it is extremely easy to be quickly copied, spread, and cause negative impacts. However, the back-end integrated marketing system has certain concealment and requires long-term operation and accumulation. It has high requirements on the team, execution, and planning. Therefore, it is easy to become a core competitiveness. Even if you use it to follow or copy market-leading companies, you can also achieve both form and spirit.
If the medical industry wants to form its own marketing system and surpass its competitors, the key lies in back-end integrated marketing. Once this model is successful, it will be extremely easy to form a brand chain and quickly replicate itself in different places. However, competitors have difficulty grasping the key points and are therefore passive. Brand chains can even have a unified back-end integrated marketing system. With front-end marketing, everything can be controlled remotely. Investors in the medical industry only need to control the brand image of the hospital.
The future trend of online search marketing in the medical industry will be that medical brand organizations will gradually form their own set of effective search integrated marketing systems and management systems, and the back-end integrated marketing system will play a very important role. Due to the adverse social impact caused by vicious competition, part of the private medical industry has moved towards community medical care to provide community medical services; part has moved towards the high-end medical field to provide high-end medical care services. The back-end search integrated marketing model avoids facing competition directly and exposing one's marketing intentions to competitors. It also always grasps the pulse of the market and understands the latest developments, so that it can attack quickly and respond quickly.