16 creative ideas and keyword intent analysis for medical bidding promotion!

We know that each keyword has its own part of speech. Generally, although the number, length and index of words vary in different industries, the parts of speech can be summarized and used as a reference for price adjustment. The same goes for creativity. How to write creativity based on parts of speech affects click-through rate and visits.

Medical bidding increases visits to clinics. There are many things that can be done in the bidding promotion stage. Today, let’s talk about analyzing the motivation for visits from keywords and creativity .

1. Keyword division

In addition to conventional classification by part of speech, such as hospital words, cost words, and treatment words, medical keywords can also be divided into multiple dimensions. Here, it can be divided into four categories:

1. By motivation level

A: Strong - such as a hospital that treats myopia

B: Middle - Treatment of myopia

C: Weak - What to eat for myopia

This division is based on conversion intention.

2. By conversion level

A: High - How much does it cost to treat myopia?

B: General - Is the treatment safe?

C: Weak - What happens if myopia is not treated?

According to the conversion classification, the common conversion indicators include conversation rate and appointment visit rate, among which the appointment visit rate is the core indicator. This type of classification can mainly tell us which words can bring about visits.

3. By number of types (classification by part of speech)

A: Mostly - therapeutic

B: General - Price

C: Less - What to do

This division is based on the number of types of questions, and its purpose is to expand keywords . For example, there are many categories under the treatment words, so you can subdivide them to expand more words.

4. By traffic volume

A: Many - Causes of Myopia

B: Medium - How much does myopia treatment cost?

C: Less——xx Eye Hospital

This division is mainly based on search volume traffic, telling us which words can bring traffic. This will enable you to do a good job of account positioning and word adjustment in the later stage.

Summary: Through these classifications we can clearly draw

1) Consumption priorities : which words should be consumed more, and which words should not be consumed or should be consumed less. Obviously, those with good conversion and strong motivation need more clicks and more consumption, while for traffic-related ones, we need to control their consumption proportion and optimize the consumption of word types based on cost;

2) Account structure division , such as the number of categories. We may need to divide the words of treatment into multiple units to make our account structure clear;

3) Adjustment of delivery strategy . For example, the units in the cataract plan include hospitals, treatments, costs, symptoms, causes, etc., so we should focus on delivering units with high intent;

4) Adjustment of corresponding pages . These keywords have different attributes. Some have more conversions, some have more traffic, and some have poor conversions. So we can test whether the article page or the special page is better in turn. For example, use the word "Causes of glaucoma" with a relatively high traffic level. First, test it with the article page for three or four days to see its conversion situation, and then use the special page to test it. Select the best page through comparison; the test time for different traffic is different, and the adjustment speed is different; use the motivation level to test, for example, is it better for Zhengzhou Eye Hospital to use the hospital introduction or the special page? Since the motivation of this word is relatively strong, we must take it seriously.

Note: Baidu Encyclopedia is the best way to classify and understand disease information.

Experience: Taking myopia as an example, the order of strength of intention motivation is:

Brand words>Hospital registration words>Surgery cost words>Treatment cost words>Surgery words{[Preoperative words (examination>Type>Conditions>Others)]>[Intraoperative words (Safety>Process>Others)]>[Postoperative words (Recovery>Sequelae>Others>Precautions)}>Treatment words>Examination words (cost>Item)>What to do>Concept nouns>Specific symptoms>Hazard conditioning.

You should be careful when choosing words after surgery and after treatment, because there are a large number of blue ocean words and also a large number of dangerous words (generally there are more questionable blue ocean words).

2. Analysis of 16 keyword intentions and motivations and their order of importance

(Click to view the full image and download the high-resolution chart at the end of the article)

Optimization and summary of intent words:

1. Short words first, long words later

The matching volume and search volume of short words far exceed those of long words. Long words are generally regional words or long-tail words.

2. State first, then ask questions

For example, if we have to choose between an andrology hospital and an andrology hospital, then we should focus on the andrology hospital first, because even if we don’t use question words, our declarative words can be triggered when someone searches for question words; and when we don’t use declarative words, the chance of us being matched when someone searches for declarative words will be very small.

3. High speed first, then flow

4. Hot words first, then long tail

For example, for treatment words, we first do what are the hot words like "how to treat premature ejaculation", "treatment of premature ejaculation", "how to treat premature ejaculation" etc., and then we will expand to do long-tail words like "before operation", "during operation" and "after operation".

5. Unification first, then crowd

We first deal with those words that have no population division, regional division, or body part; then we will deal with specific dimensional words; taking premature ejaculation as an example, we first deal with how to treat premature ejaculation and how much it costs to treat premature ejaculation; then we deal with how much it costs to treat premature ejaculation in Zhengzhou and how to treat premature ejaculation with boyfriend, etc.

3. Analysis of the motivations of three major categories of treatment keywords

In medical bidding promotions, visitors usually search for three categories of keywords - preoperative, intraoperative and postoperative . These three types of words also need to be promoted in a targeted manner.

1. Preoperative

For example: What preparations are needed for an abortion, does anesthesia is required for premature ejaculation surgery, when is the right time for an abortion, can I eat before an abortion, how to perform an abortion, what tests should be done before premature ejaculation surgery, does premature ejaculation surgery require hospitalization, can an abortion be performed on the same day, does an appointment need to be made for an abortion, does an abortion require surgery

【Interpretation】

Usually, this person is concerned about what needs to be prepared before the operation or related precautions; for example, if the patient is concerned about the examination, then we will clearly state what the examination is in the creative or landing page, and supplement the intraoperative and postoperative information.

2. During the operation

For example: How long does an abortion take, what is the process of premature ejaculation surgery, is premature ejaculation surgery painful, is an abortion safe, abortion surgery video, do I need to take off my clothes during an abortion

【Interpretation】

1) The focus is on the time period of the operation. For example, when it comes to the length of the operation, everyone will be worried. The longer the operation takes, the more dangerous it is. Therefore, when asked about the length of the operation, we can directly reflect the short time in the creative and landing page to dispel the patient's concerns.

2) Regarding the question of whether it hurts, you can tell him the specific pain ratio, such as no pain;

3) Regarding the issue of security, we need to reflect the advanced equipment, awesome experts and success stories in the creative and landing page. These words are long-tail words, and the search traffic is not high, but the people who ask these words ask in detail, which shows that their intention is very high.

3. Postoperative

For example: Precautions after abortion, how long to check after abortion, how long to take a shower after surgery, how long to remove stitches after premature ejaculation surgery, how long to recover from circumcision surgery, what to eat after abortion, what reactions to abortion surgery, how long to recover from myopia surgery

【Interpretation】

The conversion rate of post-operative words is the lowest, and they usually refer to people who have had surgery. Of course, there are some who slip through the net. These people want to know in advance how long it will take to recover after the operation. They want to know about what will happen after the operation before the operation, such as how long it will take to take a shower, exercise, ride a bicycle, etc. There are very few people who do this kind of words, so we can consider doing some of them and show off our ability to pick up leaks at a low price.

Key point: We need to focus more on pre-operative and intra-operative words. Competition for these long-tail words is not particularly fierce. If the volume of these long-tail words is relatively large, then our cost will be relatively low.

Keywords related to treatment have high conversion rates and large search volumes, and their medical attributes are treatment. The treatment of the disease by the patient is a process in itself, so we need to analyze it. Here we take surgery as an example, and the principle is the same as for treatment. Treatment-related words include: drug therapy, massage therapy, surgical treatment, psychotherapy, etc. We divide surgery into three stages because the psychological motivation needs and concerns of people in these three stages are different.

Supplement: For myopia, many people may be more concerned about safety than effectiveness, and safety belongs to intraoperative and postoperative treatment. There are many ways to correct myopia, and one of them is surgery. Therefore, it has been narrowed down from the level of "treatment" to the level of "surgery", and the intention is clearer. Therefore, when analyzing a certain part of speech, we need to use the method of peeling an onion to gradually narrow down the patient's psychology and distinguish the strength of the intention and motivation.

4. 16 types of creative intention analysis

(Click to view larger image, download high-resolution chart at the end of the article)

Creative analysis summary:

1. Good effect and inexpensive price;

2. Technology is routine, and classics require doctors;

3. Great experts don’t come with low prices;

A good creative idea depends on the fluency of its matching. It can match 1 word, 2 words, or 20 words; the click-through rate must be high.

The first impression that the creativity gives to netizens is that the boasting is convincing; the first thing is the effect, the second is the reputation of the hospital, and the third is the price.

1) Write creative ideas based on the patient’s psychological journey

Generally speaking, patients go through a psychological process after realizing that they are unwell. You can think about writing creative ideas from the perspective of the patient's psychological process. It mainly focuses on writing targeted creative ideas before, during and after surgery. Try to put yourself in the patient's shoes as much as possible so that you can write creative ideas that are in line with the patient's psychological thoughts.

2) Write creative ideas based on the real needs of patients

What patients need is nothing more than to cure the disease, spend less money, save trouble and be painless. Different keywords represent different visitor groups. For example, for the word "cost", the creativity can highlight the regular and favorable prices. For the word "treatment", the creativity can highlight the professional doctors and advanced equipment. The same goes for other parts of speech. The focus is on combining the patient's psychological process to understand the patient's real needs and then meet their needs.

3) Write creative ideas based on the patient’s additional pain points

Patients have many needs beyond physical discomfort or expense. For example, patients who have had an abortion may want privacy, so the creativity can highlight the protection of the patient's privacy; for example, patients with circumcision may want a quick recovery time, so the creativity can highlight the speed of recovery; in short, you need to think about the patient's additional pain points and highlight your ability to solve the patient's problems. The pain points need to be thought about.

4) Believe in yourself (build trust)

The main thing is to demonstrate your own advantages, your own services, your own qualifications, your own reputation, your own strength, etc., to build trust. Give customers a good impression, and then supplement it with cases and pictures, which will make it more persuasive.

The above is for reference in this sharing and promotion in the medical industry.

Author: A light sound

Source: Aichisem