Low-cost promotion optimization techniques for medical promotion accounts!

This article will share with you the promotion experience of the medical infertility department . I hope this can help friends who are confused.

In medical promotion, infertility department and male gynecology department are both traditional departments, which are also the "classic" departments of private hospitals. Although they belong to the same category, the infertility department has many significant differences from male gynecology. Let's take a look. The following is divided into 6 parts for sharing with you.

Department analysis

The infertility department has many characteristics.

1. First of all, the market is large

Regardless of the difficulty in having children caused by today's economic and social development, from the perspective of Internet marketing alone, the Baidu Index of infertility-related keywords continues to rise, which shows that infertility is still very promising;

2. Intention of seeking medical treatment

Compared with male gynecology, it is more difficult for infertile patients to see a doctor. On the one hand, infertility is a chronic disease that requires long-term follow-up; on the other hand, infertility projects are expensive and difficult to treat. More people are willing to choose large hospitals with strong capabilities or go to big cities for medical treatment.

3. Scope of treatment

Unlike men's gynecology, infertility treatment generally comes from the entire city, and there are fewer infertility hospitals in county towns, so the promotion area is generally the local area and surrounding nearby areas. Male gynecology is generally promoted in a small area. For example, if the project is in a prefecture-level city, it is promoted more in the urban area than in the county town; if the project is in the county town, it is only promoted in the county area;

4. Characteristics of the visit

Male gynecology patients usually go to the hospital alone, but infertility patients are mostly treated by couples together, which is an advantage compared to male gynecology patients.

5. Professional selection

Infertile patients usually choose specialized hospitals, so specialized infertility hospitals have more advantages than general hospitals. Similarly, the infertility departments of comprehensive private hospitals are at a disadvantage compared to specialist departments in terms of patient visits.

Project Overview

The project is located in a prefecture-level city inland, and is a comprehensive male and female hospital. The daily investment in the infertility department is 5,000-7,000 .

There is a local hospital in the area, but it does not provide treatment for many diseases; there is a large hospital in the provincial capital, which is the main competitor; there are also several other hospitals from other places (Shanghai and Guangzhou), but they do not provide treatment for many diseases. Overall, the competition is fierce.

There are 2 Baidu accounts, 2 Sogou accounts and 2 Shenma accounts. When the project was just taken over, the number of patients visiting was more than 40 and the cost was between 3,000 and 4,000 . It’s quite high. After taking over, my adjustments mainly included five aspects.

Adjustment and Optimization

1. Dual-account strategy

In view of the fierce regional competition, Baidu positioned and differentiated its two accounts. The main household promotes all types of diseases with a budget of 3,500, with the purpose of obtaining accurate traffic. The budget for traffic households is 1,500, and three major types of diseases are promoted, fallopian tubes, pre-pregnancy examinations and infertility examinations. The main traffic words are promoted, mainly to increase the volume.

The price for the main household is higher, and the matching is mainly based on short, precise, and short same, with 8 characters as the unit; the price for the traffic household is slightly lower, and the matching is mainly based on short, same, and short core, with 6 characters as the unit. Neither household has a wide range.

For the dual-household strategy, the main household should occupy the first or second place, and the traffic household can occupy the third or fourth place. This can achieve the effect of "dominating the screen".

2. Control waste

Controlling waste is something that every industry must do, and this is especially true in the medical field. Only by controlling waste can we control costs.

There are many functions in Baidu's backend that waste money. Account-level search intent positioning, Tieba traffic coefficient, target customer follow-up, night smart investment, precise matching expansion (advanced precise matching and regional word matching), and same-platform display can all be turned off. Personalized recommendations at the plan level can also be turned off. In fact, these are not very effective. If you have sufficient budget, you can turn them on, but if the budget is limited, it is recommended to turn them all off.

In addition, you need to apply to Baidu through customer service to close the account-level search cooperation network, so it is also recommended that you close it. If you don’t want to lose this part of traffic, but don’t want to waste it, you can set the coefficient to the lowest 0.7.

There are also some coefficients for Zhilutong, but it is recommended not to set them. This is because even if visitors do not click on the component button but only on the creative, they will still be charged according to the coefficients, which is a waste, so it is not recommended to set them.

3. Optimize consumption structure and time period

For medical purposes, PC traffic is relatively small and mainly mobile traffic, so the devices generally need to be deployed separately.

There are 2 methods:

The first type is to set the keyword price low and the ratio high.

The second type is to set the keyword price to a high level and the ratio to the minimum.

For example, if you promote a mobile plan, the keyword price can be set low and the plan computer bid ratio can be set high. Alternatively, set the keyword price high and set the planned computer bid ratio to 0.1. Either one is fine, the main thing is to facilitate adjustment.

When I first took over the account, all plans gave priority to computer equipment, probably because of old materials left over. There is nothing wrong with giving priority to computer devices, but it causes mixed consumption of mobile and PC, which is inconvenient to adjust.

After taking over, I adjusted the device priority of some plans with low consumption to mobile devices first, and set the computer bid ratio to 0.1. For the original computer plan, I set the mobile bid ratio to 0.1. This separates mobile and pc. Easy to adjust, count and analyze.

In the process of adjusting device priority, the prices of words are sorted out to correspond to the prices of devices. If your PC and mobile accounts are clearly separated, there is no need to make such adjustments. If your account structure is not clear, you can separate mobile and PC. You can optimize based on old materials or create new materials.

There are many methods, as long as you effectively separate PC and mobile, match the prices well, and avoid inflating them.

In addition, regarding the optimization of time periods, I believe those who have worked in the medical field generally understand that the traffic from 8 am to 2 pm is generally the main focus, and other time periods are non-key time periods. In this case, you can generally use the time period coefficient to adjust it, or adjust the planned bid ratio.

4. Adjust words and pages

In medical promotion, a promotion system has been formed. Keywords are divided into parts of speech, and each part of speech generally has a corresponding price.

In terms of parts of speech , the main words recommended are hospital, fee, treatment, surgery, etc. Secondly, there are disease words, nouns, causes, effects and other words, and then some traffic words, including hazards, definitions, methods, precautions, recovery time, effect comparison, effects, pictures, videos, principles, cases, repairs, medical insurance, processes, traditional Chinese medicine, consultation, negative (failure, rebound, etc.), populations, materials, doctors, prevention and other words.

These words are also basically priced according to their intentions. Hospitals, fees, treatments, and surgeries are generally priced higher, while other traffic-oriented words are slightly lower.

When adjusting the words , you should pay attention to some marginal words, such as "Will irregular menstruation affect pregnancy", "Will irregular menstruation lead to infertility", "How long after sex can I check for pregnancy". These words are relatively marginal and are not closely related to infertility, but they are somewhat related. Some words are gynecological words.

Therefore, for marginal words, on the one hand, we should include more negative words (mainly some purely gynecological words), and on the other hand, we should pay special attention to patterns and prices.

In the price adjustment stage , we usually adjust the price based on the keyword part of speech and the average ranking in the background keyword report. The words with diagnosis intention will be kept in the top three, and generally 2-4 intention words are enough. For traffic words, keep a close eye on their consumption and control the prices of inflated traffic words.

For example, words like reason, time, and what generally don’t need to be paid too high a price. A reasonable account consumption trend should be that hospital expenses, treatment and surgery words dominate consumption, with a high total consumption of traffic words but a low average price. In this way, the account consumption will be healthy, there will be no major waste, and the average price can be optimized to the lowest.

Page adjustments are generally based on the page conversion table. Pages with high conversion rates are kept, while pages with poor conversion rates are replaced.

In my personal experience, the conversation rate of consultation pages is generally higher, followed by special topics, and the conversion rate of article pages is average. There are a lot of general medical pages, especially infertility departments, which usually have dozens of pages. Therefore, you should frequently make page conversion tables (generally recommended once every 10 days) to understand which pages have the highest conversion rates and use the ones with the highest conversion rates.

In addition, the keywords must correspond to the page. One type of word corresponds to one type of page, hospital words correspond to hospital pages, and cost words correspond to cost pages. If the words don't match the pages, the dialogue will naturally be bad, so check it often.

My checking method is to export keywords, select filters, and then filter page by page. For example, select the infertility hospital page and check the words one by one. Non-infertility hospital words need to be changed to the corresponding pages. The same goes for other diseases and parts of speech. Check once a week and check the words that have been consumed in the account.

There are many details about adjusting words and pages, mainly combining the keyword conversion table and the page conversion table. For some detailed methods and precautions, please refer to the previously shared article on gynecological optimization (related reading will be linked at the bottom of this article).

5. Analyze your opponent

There are many points to analyze, first is the number and ranking of the opponent's accounts, second is the words and creativity of the opponent's ads, third is the time of the opponent's ads, and fourth is the pages where the opponent's ads are placed.

Analyzing your opponent has two functions: one is to turn your opponent's advantages into your own advantages, and the other is to find your opponent's disadvantages and then magnify your own advantages.

Specifically, find advantages through your competitors' creativity and pages and use them for your own benefit. If you find a word that your competitors don’t invest in, you can invest more in it if you want to develop this business. During periods when your opponent's investment is weak, you can increase your investment. You can learn from the major loopholes on your opponent’s page. These all need to be analyzed. To improve yourself, you must first learn from your opponents.

Disease type optimization

When it comes to infertility, there are many types of diseases. According to the type of disease, it can be divided into more than ten minor diseases. By gender, it is mainly male infertility and female infertility. Among these, female infertility is the leading cause. Sometimes, male infertility is mainly a problem with semen, and some hospitals classify it as andrology.

Different hospital departments have different classifications. The most common types of infertility are as follows:

• Fallopian tube recanalization, the most core disease;

• Fallopian tube obstruction, the main disease;

•Other fallopian tube diseases, including fallopian tube related diseases;

•Hysteroscopy, a technique for treating fallopian tube disease;

• Infertility testing;

•Infertility colloquial words;

•Second child infertility;

•Primary infertility: Primary infertility refers to a woman who has sexual activity but has not become pregnant for 1 year without any pregnancy or miscarriage and without taking any contraceptive measures;

• Secondary infertility refers to a woman who has been pregnant before and then has not gotten pregnant for 1 year without taking any contraceptive measures;

• Infertility after abortion;

•Infertility Other (marginal words);

•Polycystic ovaries;

•Ovarian cysts;

•Premature ovarian failure;

•Pre-pregnancy check-up, a non-gynecological early pregnancy check-up, refers to a physical examination at the hospital before a couple prepares to become pregnant to ensure the birth of a healthy baby and achieve eugenics. Pre-pregnancy check-ups are different from routine physical examinations, as they mainly focus on the reproductive system and genetic factors.

• Endocrine infertility;

• Six hormone tests: When women who want to have children come to the hospital for treatment, doctors usually ask them to do a test - six sex hormone tests;

•Ovulatory disorders;

•Follicular development;

•Habitual miscarriage;

• Fetal arrest;

• Artificial insemination;

•test tube;

•Industry words;

• Uterine infertility;

…

There are many types of infertility, and there are also many words that can be expanded. In the promotion of infertility, fallopian tube diseases are the main promoted diseases, but the quantity is small and the price is high. The price of infertility examinations is medium but the quantity is not large. Infertility traffic words and marginal words are large in quantity and low in price. Therefore, for the optimization of disease types in the infertility department, the quality of dialogue on fallopian tubes should be expanded, the dialogue on examinations should be maintained and increased, and the invalid dialogue on marginal words should be controlled.

As for disease type optimization, my optimization is to promote all disease types, and the keywords selected are those with high relevance to infertility, so that accurate traffic can be obtained. However, traffic users only promote fallopian tube, pre-pregnancy and infertility tests.

The traffic user model is set wide, the price is relatively low, and all kinds of parts of speech are available, including infertility-related words and marginal words. Generally, a batch of words will be added every month. The added words can be based on the search words. In addition, Keyword Planner, Aichi SEM Word Addition Tool, and Jinhua Webmaster Tools are all good sources of added words.

In the consumption structure of disease types, we must firmly grasp the fallopian tubes and examinations as the main focus. The consumption of infertility traffic words and marginal words cannot account for too much, otherwise the consumption structure of disease types in the account will be unreasonable. Secondly, the conversation rate and the consultation rate of fallopian tubes should be higher than the average conversation rate and the consultation rate. In terms of the proportion of diseases diagnosed, fallopian tube and examination should also be the main ones.

The optimization of disease types is generally analyzed from the disease type table . The main analysis dimensions include click-through rate, average price, conversation rate, consultation rate, investment proportion, conversation cost, and consultation cost.

Among these, everything is closely connected, and there are four important indicators: average price, conversation rate, consultation rate and investment proportion.

The average price and consultation rate vary from region to region. But overall, of course, the lower the average price, the better, and the higher the conversation rate, the better. These two are related to the effectiveness of the bidding process.

In terms of investment proportion , fallopian tube diseases generally account for the largest proportion, but we should also pay attention to the waste caused by inflated prices.

The attendance rate is mainly related to the consultation process. On the one hand, the attendance rate is related to keywords or search terms, and on the other hand, it is related to the sales skills themselves.

Therefore, simply leaving aside the consultation phase and looking at it from a bidding perspective, if there is no problem with the average price, conversation rate and delivery ratio, but the diagnosis cannot be made, the only thing that can be done is to optimize the parts of speech and matching to bring in a batch of high-quality search terms and conversations.

In the optimization of disease types, it is also necessary to do a good job of retaining electricity , especially for important diseases.

Hospitals like those for fallopian tubes and infertility have very high costs in themselves, so they try to give every visitor a number , and they have to be very particular about the language used when treating important diseases. Conversations about infertility are rather messy, and it may not be possible to reply carefully to every conversation, but at least the important ones must be replied to carefully , and the best efforts should be made to get the number.

Of course, it is also necessary to use chat tools to frequently take the initiative to invite people.

Tips: Tips

The above mainly talks about account adjustments and disease type optimization. Many people may do these and do them normally. But some patients still do not get better after seeing the doctor. Why is that? Maybe you can use these techniques.

1. Packaging

In view of the fact that patients prefer to go to large hospitals for treatment, you must package yourself and highlight your reputation during the bidding process.

The elements of packaging include: the comprehensive strength of the hospital and its strength in the region, the strength of the doctors, the strength of the technology and equipment, the quality of the services, successful cases, special therapies (techniques), etc.

Packaging is mainly carried out through three "tools". The first is the landing page, which should package the good side of the hospital as much as possible; the second is creativity, which should be written in a grand manner and list the strengths of the hospital; the third is pictures, creative pictures, which can combine multiple pictures and texts to show the uniqueness of the hospital.

There are many more details about packaging, but due to limited space, I will not list them all.

2. Offer special discounts for couples

As mentioned earlier, most infertility consultations are for couples. In view of this situation, the couple consultation discounts can be reflected in the words, creatives and pages, which can enhance their intention to visit the clinic.

For example, you can add "Couples enjoy discounts when seeing a doctor", "Couples can enjoy a discount of xx yuan when seeing a doctor together", "Couples and they can both feel at ease with the examination results", etc. in the creative. We need to create an atmosphere where seeing a doctor together as a couple is better than seeing one alone and offers greater discounts, so that the willingness to see a doctor can be higher. This type of copy can be added to pages, words, ideas, and pictures;

3. For patients who need to undergo an examination, the price and the professionalism of the technology (equipment) should be highlighted.

Among patients who come for infertility consultations, a large proportion are those who come for checkups. Mainly pre-pregnancy check-ups and infertility tests. For these types of diseases that are easy to diagnose, we should find ways to increase the number of diagnoses.

A good approach is:

On the one hand, we should expand the keywords related to examination to increase clicks; on the other hand, we should highlight the preferential prices of hospital examinations and the professionalism of the equipment during promotion. This can be done whether it is page copywriting or promotional title description.

In the creative idea, you can add examination discounts and examination equipment. Write different creative ideas for different examination diseases. It is best not to have the same creative ideas for the same disease. Different parts of speech can write some different creative ideas.

4. Expand keywords once a month and dig deep into infertility keywords

Infertility is not like male gynecology. There are many types of infertility diseases, involving both men and women, and many of the diagnosis and treatment projects are large projects. In addition, the amount of infertility is slightly less than that of male gynecology, so more words are needed to cover a wide range. I personally add a batch of words every month. First, I add words that are not in my account, including disease words and infertility marginal words; second, regional words; and third, competitor words.

5. Highlight the regionality and the hospital’s influence and authority in the surrounding area

In the promotion of infertility, you can highlight the regionality. Generally speaking, there are fewer infertility hospitals at the prefecture level and more andrology and gynecology hospitals. Therefore, you can promote it based on the regionality, such as "Professional infertility hospital in xx area", "Famous infertility hospital in xx area", "Go to xx for infertility treatment in xx area", etc.

In addition, if the promotion is targeted at the entire province or two or three prefecture-level cities, regionalized publicity can be used in the promotion to highlight one's own advantages and unique features.

Summarize

From the time the project was taken over, the number of patients per month was about 40, with a cost of 3,000-4,000. After taking over, it took one month to reduce the number of patients per month to about 55, with a cost of less than 2,800. Although the improvement is not particularly large, after all, I have only taken over for a month, and being able to increase the number of visits by about 15 is still some progress.

From this we can also see that as long as there are effective methods and steady progress, there is still a lot of room for improvement. The follow-up visit should be around 60-70 minutes.

Finally, some conclusions:

1. Like other departments, infertility also mainly involves adjusting words and pages. These adjustment suggestions are based on the keyword conversion table and the topic conversion table. Don't be blind. In addition, for conversation words, appointment words, and visit words, try to ensure good rankings;

2. Infertility requires more word development, preferably once a month. Infertility involves a lot of words. Find a group of words with less competition and good diagnosis from the expanded words. Once such words are found, subsequent diagnosis will be easier.

3. As far as the types of diseases are concerned, more activities can be carried out for pre-pregnancy check-ups and infertility check-ups. For check-up-related items, more discounts can be highlighted for couples to see the doctor, to attract couples to see the doctor. As far as infertility is concerned, it is a good combination strategy to focus on fallopian tubes, increase the number of visits by examination-related diseases, and use couples to see the same doctor, expand the market with small diseases, and comprehensively improve the visit rate;

4. The matching of infertility marginal words is rather chaotic. You should always check negative words, the correspondence between words and pages, optimize creative ideas, and set advanced styles;

5. The infertility page is very important. You need to make more pages and test different pages. It is best to look at the pages of your peers. For me personally, the conversation rate on general consultation pages is higher. The consultation page can package doctors and hospitals, and set up a few question buttons, which will generally increase the consultation rate;

6. Infertility promotion can include more hospitals, doctors and equipment, which are hard power. Doctors who are well-known in the region have more advantages. Whether it is a web page or a consultation script, it can be used as an entry point to guide patients to the hospital;

7. Details in the promotion. The details of the business communication include consultation box, invitation box, dialog box and message board; the offline treasure in the background can also be used; if you have a phone code, you can also hang it on the website; the business communication guide can put your own mobile phone, WeChat (or QR code), QQ, etc.; the details of the page include. Medical address, medical process, medical route, medical phone number, etc.

8. In addition to paid promotion, SEO outreach is also essential, and the news source optimization site must cover a large area. In addition, negative information on the Internet should be dealt with in a timely manner. You can also use encyclopedias and question-and-answer platforms (Xunyiwenyao, 120ask, Private Doctor, etc.);

1. Use Baidu to grab the volume, and use small channels to supplement the volume. If the effect of Baidu is unstable, you can use 360 ​​Shenma and Sogou to supplement the volume. Many friends often ignore small channels, but in fact, there are few promotion channels for medical products, so small channels should also be taken seriously;

10. Regarding account adjustments. It is recommended to use the account tree on the left side of the assistant to sort out the prices. You can apply the 80/20 principle to adjust the words. Only 20% of the words in the account have consumption, so you only need to adjust these 20% of the words. It is recommended to run the keyword price for a while, and use the account tree on the left side of the assistant to sort it out and stabilize it, and then do not make major adjustments.

In addition, it is recommended to adjust prices in small batches during daily adjustments. I usually make minor adjustments by adjusting the time period coefficient and a small number of words.

The above is a sharing of promotion experience of the medical infertility department. After taking over for one month, the account has improved after these adjustments. As long as we optimize steadily, I believe there will be more room for improvement in the account. I hope the above sharing can help friends working in the medical field. The methods may not be of reference significance to all projects and can be absorbed selectively.

As I said, there are no costs that cannot be reduced, only people who are not careful. Bidding is the process of finding problems and then solving them. If you work hard in this process, you will definitely improve.

Related reading:

1. Practical skills and methods for medical bidding promotion!

2. Is Baidu’s medical bidding promotion at the end of its road?

Author: Mubibai

Source: Aichi SEM (CMOcollege)