Medical project optimization and OCPC practice sharing

A friend who used to work with me in andrology is now working on a gynecology project in Hebei. He took over the project last year. So far, the results have changed a lot. I communicated with him and shared some of my practical experience. Here are some of his ideas and methods after he just took over the project. I hope it will be of some inspiration and help to you friends.

1. Project Overview

The project is located in a third or fourth tier city with a population of eight million. The economy is developing very well, better than most provincial capitals. Regarding competitors, there is a maternal and child health care hospital in this area. It is very famous and has a high brand awareness. Most patients go there. There are also two Grade II hospitals that divert a lot of patients, not to mention several Grade III hospitals. In addition to these, there are four competitors that specialize in obstetrics and gynecology, so the competition here is very fierce.

I just came to the hospital here and looked at the accounts. There are six Baidu accounts, four Sogou accounts, four Shenma accounts, and one 360 ​​account. Although there are a lot of accounts, it is very messy. Basically, there is only one account promoting one channel.

Consumption is particularly concentrated, and the types of diseases promoted are not comprehensive. Most of the conversations are about early pregnancy, and many of them are purely consulting words, just for the sake of having a conversation, so the waste is particularly serious.

2. Take over the project

1. Determine the monthly promotion cost, daily promotion cost and average daily consumption of each channel.

2. Set goals, the number and proportion of patients for each disease.

3. Consumption by channel.

4. Determine the main account for each channel. Baidu will first set up two main accounts based on consumption. Sogou and Shenma each have one.

5. The master account is the account that carries most of the traffic and conversations, and is recreated as an account for all diseases. The coverage should be wider.

6. Baidu still has four accounts. Two more will be put online, and the remaining two will be kept for other uses. The two that have been launched include one that focuses on ranking, and the other that offers a lower price and a more relaxed matching mode.

7. Sogou and Shenma each set up a main account and a secondary account (the secondary account will not compete for ranking first, but will use the low price + relaxed matching mode first).

Summary: I just took over this project and am not familiar with the situation. Ranking users can only invest in Baidu's low-priced traffic users on an improvisational basis. The first reason is to lower the average price, and the second is that even if the traffic is mixed, there will be some high-quality conversations coming in. In this way, you can run for a few days to see the situation, and make sure to keep a close eye on the words coming in through Business Link and the quality of the conversations. Check the search term report, time period consumption, various data and keyword bids every day, and make sure to keep them in your mind. This is the most important thing. After a week, we basically had a general idea of ​​the prices and conversations for various diseases in the entire market, and then we started to optimize them.

3. Early stage daily routine

1. Negative words

2. Reduce the matching patterns of random matches, words with too much traffic and low-quality conversations. Even if some words have conversations, they are of no quality at all. It is better to place fewer such words and put the wasted money on words with good quality and high conversion rate.

3. Communicate with the consultant and close some words and plans that the hospital cannot accept.

4. Keep an eye on Business Information and read the data reports. This aspect is of utmost importance, and the results of all the work we do are reflected here!

5. Set a goal every week, including the number of clicks, conversations, effective conversations, conversations on various diseases, appointments, visits, and the ratio of visits for various diseases. Note: Don’t be too concerned about these data in the early stage. After all, the time is short and the project is unstable. It takes a long time for the project to stabilize. Personnel turnover, market environment, and changes in competitors all have a great impact. So don’t worry about temporary gains and losses. Doing a project is a long-term accumulation process. In this process, you should slowly do it well, predict the direction of the entire market, and be prepared to respond calmly.

6. Reports: daily report, consulting conversion report, and a weekly conversion report. Adjust the rankings and limit the dialogue interface. Focus on improving the overall consultation conversion rate. According to the reports and dialogue records, understand what problems each consultation has, and what aspects need to be adjusted to provide some suggestions. The consultation also provided some feedback and the bidding needs to be adjusted. Try to communicate well and complement each other to improve conversion rate, increase visits and achieve good performance.

7. Below is a comparison of the projects done in this first month and the data from the previous month. Because the competition in the gynecology field is very fierce and the costs in different regions are different, this is for reference. When we first started working on this project, we decided to invest only $400,000 a month to see the results. It was also a test of whether we could do this project, so we invested relatively little in the beginning.

8. Do it well for one month, then start discussing how to launch it next month, and it will be easy. Based on the operations and experience of the previous month, we will of course judge the market first. If we do well this month, other hospitals will definitely notice it and make targeted adjustments. We also need to make corresponding adjustments a week before the end of the month to prevent a significant decline in visits next month.

Everyone knows the principles and applications of OCPC and ECPC. Let me share with you how to be more meticulous, save more money, reduce costs and achieve better results based on my practical experience. Everyone knows that the gynecology department mainly promotes abortion and gynecological hospitals, and the traffic promotes early pregnancy and inflammation, as well as some major disease surgery plans, such as uterine fibroids, ovarian cysts, leukoplakia of the genitals, gynecological plastic surgery, etc. The obstetrics department mainly promotes delivery, four-dimensional color ultrasound, pregnancy test, etc.

4. Construction

1. Abortion

1. The promotion plan includes: artificial abortion/medical abortion/induced labor/abortion/uterine cleaning/abortion/abortion, etc. When running ocpc or ecpc, you must take these types of plans out and package them separately, or create a single account to run ocpc for delivery. Note: The plan must be clean and without any miscellaneous words, so that the probability of random matching in the future will be very low.

2. Before running OCPC, you need to know which words have high conversion rates. These words can be priced higher. When collecting data, the probability of human traffic conversations will be greater, and OCPC will be easier to pass.

3. The matching pattern should not be too narrow or too broad, a phrase will do. If it passes, don't rush to see immediate results. Users need to be nurtured and optimized slowly to ensure stable conversations and high quality conversations.

4. In addition, it also requires a lot of effort to think about how to negate. In addition to the abortion plan, you must exclude the abortion ads from other plans, because the price of abortion is always higher than the price of abortion, and the search word abortion will definitely match the abortion keyword, which is very wasteful. If you deny it, you can avoid this kind of random matching, and netizens will tend to search for information with a high degree of matching.

2. Early pregnancy and inflammation

1. This type of plan can be delivered as a package or built separately, depending on your decision. The target cost is moderate, and you can give a rough cost based on past data.

2. Let me talk about the problems I encountered. There are several early pregnancy related words with a large search volume (how many days of pregnancy can it be detected, early symptoms of pregnancy, how long it takes to detect pregnancy), etc. The high search volume for this word is due to, first, it is a drop-down word, and second, many people who have signs of early pregnancy do not know what words to search for when asking for medical advice, and Baidu's drop-down words happen to provide dialogue options for this type of disease. When promoting, you have to remember these words in mind. There are indeed not many of them. You need to know the display volume, click volume, and click price of each word. It is best to take out these word lists and create a plan before launching ocpc, and promote them manually. Other plans can be accurately rejected.

3. If many such words are put together and launched at once, the large volume of these words will always match early pregnancy and early pregnancy. The prices will be many times different, which will cause account waste and the loss will outweigh the gain.

3. Consultation Word Plan and Gynecological Disease Plan

1. The same problem mentioned above will also occur with consultation words. If you run ocpc, even if the keywords in the plan are all gynecological consultation words, when running ocpc, you will always match words from other departments and consultation words without clear departments, such as: online doctor, free consultation with online doctor. These words are more typical and are also drop-down words. Once the consultation dialogue begins, the above situation will occur, and there are very few consultation words that clearly point to gynecology. The consumption is very high.

2. So don’t put this kind of words in the ocpc package. You can adjust it manually, you can choose the matching mode and price yourself, and negative words will not affect the ocpc model.

3. The plan for gynecological diseases is the same, so I won’t go into details. You will understand it all just by giving an example. Search term: How to treat inflammation. Matching keywords: How to treat gynecological diseases. This type of plan can be taken out and not put in the ocpc package. 4. Other gynecological diseases such as uterine fibroids, ovarian cysts, leukoplakia of the genitals, gynecological plastic surgery, etc. can be promoted according to actual conditions. 5. Obstetrics Obstetrics includes delivery, four-dimensional color ultrasound, prenatal examination, etc. Four-dimensional and prenatal examinations can be delivered in one package, and delivery plans can be adjusted manually.

The above are some very small problems I encountered during promotion. I just give some simple examples for your reference. If you want to build an ocpc package, you must consider it more comprehensively, so that you can avoid detours in the promotion process, such as not rejecting words frequently, not deleting words frequently, etc. You can pause some words occasionally. It is best to sort them out once a month. Don’t do it too frequently, as it will affect the entire data and the conversation will drop significantly, which will not be worth the effort.

5. Optimization

1. Everyone has their own ideas about adjusting the ocpc account. Let me tell you about my operation. The data is counted once a month, of course for each account, for example, if there are three accounts, the data is counted on the 10th, 20th and 30th of each month. I will make adjustments again. If all households make adjustments together, the number of conversations on the next day will be reduced a lot, and it may even affect a week to half a month. We make adjustments separately to give each household some buffer time.

2. The assistant downloads one month's data to know the display, clicks, and consumption of each plan and keyword, and then goes to Shangwutong to find the visitors and conversation volume of the corresponding words.

3. We have marked each plan and each keyword. The mark is unique and the corresponding data can be found quickly in Business Link.

4. When looking for corresponding data based on the top five consumption words for each plan, you will encounter several situations:

First: There is a lot of consumption but no conversation, so these words can be paused.

Second: If there is a certain amount of consumption and the conversation is moderate, but there is no transfer, check the customer service chat history first. It is possible that this kind of words are purely consulting words, and if there is no conversion, you can pause it. There are also some reasons. The words are good, but the consultation cannot be continued. Don't pause it. You can try to observe for another month.

Third: If consumption is not too high, but conversion is very good, we need to see if the plan budget is insufficient and we can increase the budget.

5. Manually adjust the plan by increasing or decreasing the price and narrowing or expanding the matching mode according to the conversation records.

Creativity:

1. Write creative descriptions for each disease to attract attention. Put yourself in the position of a netizen and write your content. This can increase the click-through rate, even if the ranking is not the first. You can add one or two items every month.

2. Creative pictures: large pictures, three pictures, single pictures. It is best to have five or more pictures for each disease type to be bound. The large pictures of abortion plans have been tested to be very effective. You can try this.

3. Two pictures are updated for each disease type every week.

4. Add all the creative content you can and update it frequently. The effect will get better and better.

VI. Conclusion

1. As I understand it, medical promotion nowadays is no longer just an era of price competition, but an era of search aggregation. Every detail must be done well, every idea must be carefully created, and every picture must be carefully made. This has, to a great extent, achieved the goal of doing great things with little money. 2. Keep an eye on the Business Communication System every day, read, record and analyze. After a long time, the accounts will naturally be in your hands and remembered in your mind. Any problems with all accounts will be solved immediately.

3. What I have said are just my own experiences and opinions. I have mentioned some representative issues. During the promotion, you will encounter various unexpected problems, which all require experience to adjust and correct. If there are any inaccuracies, please give me more advice so that we can make progress together!

Author: Yi Han

Source: Bidding Stories (ZYYSEM)