The top 10 trends in medical SEM under Baidu’s crackdown!

For many medical institutions today, there are three types of capital in China's private medical care: Putian capital, non-Putian capital, and foreign capital.

Ten years ago, perhaps all the private hospitals you saw were from Putian. However, in the past five years, as the country relaxed its policies on private medical care, a lot of non-Putian capital poured in, as well as a large amount of foreign capital poured into the Chinese medical sector. In addition, many traditional non-medical companies also invested in the private hospital system, indicating that China's private medical care is moving towards a situation of multi-capital competition. From the perspective of industrial structure, this is a good thing. Only when multiple capitals enter the market and competition among different operating systems is generated can medical institutions with different styles and operating systems be formed.

When it comes to search, it's not just Baidu search . The reason why Baidu has become the target of public criticism is that Baidu is the leader in Chinese search. People's psychology is like this. They will only attack and talk about the most prominent one. As the saying goes, the tallest tree in the forest will be destroyed by the wind, and this wind is the majority of users. Of course, it doesn't mean that users are bad people.

In addition, medical care itself is a very special industry. It is neither a soft demand nor a rigid demand, but a temporary demand, that is, a demand that occurs under specific circumstances (illness). Not only that, medical care is very sensitive and special not only online, but also offline. It is due to the particularity of this industry that "medical care + any channel " will be a sensitive and special existence, while other industries have always been unrelated in search, only medical search is always criticized.

This article is not intended to whitewash Baidu. It’s just that Baidu cannot treat medical searches the same way it treats searches in other industries. Instead, it must put 10 times more energy and attitude into medical searches. After all, it is a matter of life and death.

When talking about medical search, the premise is that private hospital advertisements still exist. This is a large market chain. Within this chain, there are a large number of Party A, Party B and platform staff. From Baidu's perspective, unless there is absolutely no major change, this business will not be cut off.

Here, I want to imagine what medical search will look like in the next few years:

1. Outstanding brand . Search shows branding and reduces the amount of advertising copy , which can be understood as an upgraded version of the eight-point creativity;

2. Expert tips. The ad space will have an expert reminder button. Clicking the button will pop up a list of experts whose doctor qualifications are linked to the hospital. The ad copy will be very short, only highlighting the expert's resume and the name of the disease he or she treats.

3. Diagnosis and treatment tips. The ad space will have a diagnosis and treatment scope prompt button. Clicking the button will pop up the types of diseases that the hospital can treat according to its medical qualifications and the types of diseases that it can actually treat.

4. Disease matching. When searching for a certain disease, only two types of ad positions will be displayed, one is the ad position for the disease types that can be treated by the qualifications, and the other is the ad position for the disease types that can be treated by the experts.

5. User comments. A review mechanism has been introduced, whereby anyone who enters a mobile phone number or a mobile phone number verified by the hospital through the search ad space can leave an anonymous or real-name review. However, they can only give star-level or numerical reviews on the different attributes of the hospital, and cannot leave text reviews.

6. Voice search. Introducing voice search function and displaying each hospital’s Baidu Bear account as one of the hospital brand entrance proofs;

7. Public reminder. A public hospital information button will be set at the top of the search. Clicking the button will allow users to enter the local public hospital or display the official website, phone number and other key information of the local public hospital, so as to help users identify public hospitals and private hospitals.

8. Price range. Based on Article 5, price disclosure may be introduced, just like the per capita consumption of Meituan.com . However, given that prices are sensitive in medical care, a price range may be set, which will require review by the hospital.

9. Job information. The ad space may display a certain amount of information about hospital leaders, such as brief information about important positions such as the hospital dean, director of nursing, and director of the inpatient department.

10. Qualification information. Buttons may be added to the ad space to display the hospital qualifications and the qualification information required by Baidu for related promotions , making it easier for users to check the authenticity.

If the above changes occur in the future form of medical search advertising, what changes will occur in hospitals?

1. AI customer service. Introducing artificial intelligence customer service, using artificial intelligence to complete customer service consultation and registration guidance functions. In fact, some public hospitals in China have already introduced artificial intelligence consultation and registration systems;

2. Formal and transparent. The hospital's qualifications, experts, and types of diseases treated will be more formalized, transparent, and strict;

3. Brand strengthening. The hospital's search channel will only be a publicity display window, and the number of staff planning copywriting will increase, increasing the investment in hospital branding;

4. Warmth and emotion. The hospital's WeChat official account will be more warm and no longer just a function of telling about diseases. At the same time, the customer service WeChat account will also have a more emotional and warm personality, with both serious and warm attributes.

5. Multiple channels. Hospitals’ marketing channels no longer rely solely on search, but on the expansion and integration of various channels;

6. Led by experts. Hospitals will be led by experts, such as creating personal Weibo accounts and public WeChat accounts for experts;

7. Combination of two lines. In-depth integration of online and offline, strengthening of offline promotion and publicity by hospitals, and creation of cross-industry alliance channels.

8. Cross-border functions. In addition to medical functions, the hospital is not just a place to treat diseases, but will become a multifunctional social institution in a city. For example, it will introduce cafes, libraries, children's play areas, psychological counselors, gyms, mother-child communication areas, workplace improvement training, etc. The hospital will become a multifunctional institution with medical assistance as the core while adding other services. To be precise, it is a medical institution with a cross-border functional combination.

Cucumber Highlights: Search will not disappear because “searching” is one of human instincts. Medical care will not disappear because the normal cycle of birth, aging, illness and death will not change. "Medical + Search" will not disappear, but its form will change. Perhaps in the future, when you have a certain physical illness or symptom, your AI assistant will prompt and recommend you which hospital to go to for treatment, and collect and compare information from various hospitals from different dimensions. Perhaps this is the form of future hospitals.

The author of this article @Mr. Yimu was compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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