Currently, in our country almost every private hospital has its own website, regardless of the size of the size of the network would like to occupy their own place through the platform to seize the resources of the network, to enhance market share, but unfortunately most of the website does not meet the requirements of the hospital, either the search engine does not give the inclusion of the article, either the inclusion of the article but the ranking of the front, or their own website is not produced! Unsatisfactory, either even if the netizens read the article but also do not carry out online counseling, only the click-through rate, there is no consulting rate, rather make the operator and the planning department staff annoyed. To make many private hospitals, the bosses ordered the planning department staff desperately add articles or adjust the structure of the site, increase the relevant functional sections, for a full range of optimization, but always in vain, do not see the light of day.
So what is the reason for this? Did so much work is not helpful, private hospitals, network marketing where to go? I have been engaged in the medical industry in recent years based on the experience of the summary of the private hospital website production and marketing to talk about their own views.
First of all, to make clear what the purpose of the hospital website? I think it is nothing more than to improve the hospital's visibility, to show the hospital marketing channels, the possession of network resources, to extend the vitality, and ultimately to maximize the profitability of the integration. But how to make an effective website, what kind of website is more suitable for their hospital development? Around these most practical topics, let's look at a set of data. In fact, network marketing as early as the 1990s in China has been fully developed, but the medical industry, network marketing should really enter the track in 2009. Throughout 2009, the national private hospital network marketing can be a war without smoke, whether it is gynecology, infertility, hepatology, urology, or insomnia, these private medical institutions rely on the survival of the main specialty, because these specialties are not in the majority of public hospitals in the main specialty, which is precisely the private health care institutions in view. In 2009, Shandong region in the search engine promotion of private hospitals is not less than 400, from the size of the clinic to small hospitals, or specialty hospitals basically have to promote, on the one hand, the network promotion can be directly effective, on the other hand, the relative cost of other traditional media compared to more appropriate.
Secondly, after we clarify the purpose of network marketing, the next priority is to have to build a suitable for their own development of online platforms, which is often referred to as the corporate website, with a platform to show their own strengths in order to do a better job of network marketing. We all know that the enterprise website itself is not conducive to search engine inclusion, the search engine is not optimistic about the production of a corporate website how beautiful or comprehensive, because a business does not represent an industry, and the weight of the corporate website is difficult to rapidly improve. There are a lot of private medical institutions in the form of small health network to produce their own website, or a liver disease network, or a gynecological network, or a eugenics network. Because only this is more suitable for search engine inclusion, then why private medical institutions so optimistic about the search engine promotion? The main reason is that the search engine can bring them directly to the source. And is also the current private hospitals to use the most extensive, the most direct, one of the most effective way to promote the network.
Website production purposes and positioning are analyzed clearly, the next step is the specific work of the arrangements, I think, no matter how the production of health care institutions are just corporate websites, just to disguise a set of public welfare, science, health care, guidance as one of the coat, when will this set of coat by the search engine to open it? I think this is a matter of people, as long as our website production is not too large unreasonable factors, no search engine hate place, the net writing objective, true, originality, there will not be too big a problem. The requirements of the website in the structure, to comply with most of the requirements of the website production, first of all, the first screen in the website is not easy to appear too large advertising graphics, because this will affect the speed of the website to open, and then the search engine is to search from top to bottom, from left to right, the spider program itself is not interested in the picture, the picture code has a strong immune ability, so that again the beautiful picture ads can not be placed on the home page! Top, and the entire site can not appear too many pictures, especially not to do the background of each section of the graph type, although the application of the graph type will increase the aesthetics of the site, but is not conducive to the optimization of the site. For the setting of the channel bar mainly need to take into account the application of popular keywords in the medical industry, we all know that the channel bar is generally at the top of the site, the search engine is also observed from the top, so that the channel bar of the various columns within the name to be applied carefully. Usually popular keywords as the main choice for the image, and combined with the medical organization's own requirements for positioning. After the channel column is set, each column should be how to display, display in what position, which column is important, this will be based on each medical institution's own requirements and search engine attention to the degree of positioning, here is not a detailed description. Which net article writing, of course, is the requirement of originality is good, this is no matter what kind of search engine the most basic requirements, but we can not ignore, this case will have to need a lot of human resources, and these talents must have three kinds of ability to talent, which is must be proficient in search engine inclusion article standards and requirements, must have a certain degree of understanding of the relevant medical knowledge in order to write a professional Article, must have a deep text organization ability, and can stand in the patient's point of view to do the article. That's why there are not many such talents in the country, and most of them are exempted from the force. Coupled with the majority of private medical institutions, the bosses are eager to attack the short-term interests of the Department of Planning how to work, in accordance with their own ideas to do things, in this way it is like a king's wife to sell melons, and the country's private hospitals are basically a tone, so that the whole country up and down the "king's wife to sell melons," style, the patients do not know who to believe who is true and who is false! Therefore, we have to take this into account in the positioning of the various columns of the web article, as far as possible to make their own web article objective, true, representative, even if the collection of articles must be the article title and the first paragraph of the front of the first paragraph of the text of the re-planning, to strengthen the originality. Site operation for some time, we will clearly see which clicks on the higher articles, which will help us to optimize this type of article, and not necessarily have to change these clicks on the article, but to analyze the readability of these articles, the patient is interested in what is the reason, so as to produce a more superior, credible, can increase the possibility of dialogue with the topic or feature articles.
We all know that private hospitals have a characteristic, that is, what others have, what they also do, other people's websites do this, their own website to change the name of the hospital, change the overall color into their own, this practice is actually the most undesirable, because first of all, it is not original, but also easy to cause the opponent's antipathy from the construction of the site to consider there is not a clear, Long-term goal. Some hospitals simply take the website as the hospital's manual, such as hospital profile, hospital equipment, expert team, nursing world, recommended therapies and treatment costs. With this hospital-centered point of view of the construction of the site does not fully consider the site's target customer base (patients, non-patients and academic, business crowd) where the needs of the Internet users lack sufficient appeal, the site's natural access rate does not go, the hospital website's promotional role will be greatly reduced.
Construction of the concept of market management of the hospital website to establish the concept of "patient-centered" and "from the actual start" of the site planning ideas. That is, we often say marketing website. Although the hospital to build a website for the ultimate purpose of publicizing the hospital, but practical experience tells us that the hospital as a special social service industry (for people's health services), only to provide people with good service is the best publicity for the hospital. After recent years of continuous development and summary, "patient-centered" quality service strategy has been the medical industry must be imported into the decisive guidelines.
So, the hospital website, whether it is the appearance of the design or the content of the arrangement, we have to plan from the patient's point of view, fully reflecting the purpose of the patient first. Only patients think that our website can provide them with satisfactory services, the hospital's website can be considered a successful hospital website, a successful publicity window.
Lastly, the way to build a website is to be careful. We generally require, web hosting, space 500 M. This is not only easy to maintain and manage, but also more affordable, suitable for most hospital needs. The choice of network service providers, the choice of network service providers is very important, of course, if the conditions are best to have their own servers, we mainly consider three aspects:
(1) partners must have the technical conditions to achieve the function of this web site project, hardware resources should be able to ensure that the web site hosts have a high degree of stability, security and faster speeds (preferably access to 100M above the network broadband).
(2) The partner has rich experience in making websites, and it is better to have experience in making websites related to hospitals, which can provide us with better suggestions.
(3) The partner has a certain degree of popularity, to ensure that the site can be built after the free online promotion, and enjoy a better after-sales service, for the further upgrading of the site to prepare.