“Ding Xiang Doctor”’s new media matrix building skills for millions of fans!

As the size of public accounts grows, with the increase in users, it is necessary to carry out tiered operations, which makes building a new media matrix a must.

1. Purpose

The official account currently operated already has a user base of hundreds of thousands (the operating population is similar to that of Dingxiang Doctor), and we plan to build a matrix to drive further growth in users. Therefore, we investigated the matrix structure of Dingxiang Doctor.

2. [Dingxiang Doctor] Official Account Survey

1. Public account entity

Hangzhou Liankemeixun Biopharmaceutical Technology Co., Ltd.

2. Public account positioning

Focus on providing simple and reliable medical popular science content for the general public

3. Development stage

The number of fans has now exceeded 3 million, and the account ranks first on the new monthly health list. It is currently in the mature stage and has basically taken shape, operating through diversified matrix points or segmented populations based on different medical classifications. It has core functions and sections such as online consultation, prescription recommendations, popular science articles, and knowledge payment.

4. Push content

Starting from common life misunderstandings, disease symptoms, health viewpoints, and social hot topics in daily life, we spread health science knowledge and positive energy.

5. User attribute analysis

①According to the information in the menu bar of Dingxiang Doctor:

They are mainly composed of new urban middle class, with an equal ratio of men to women, and most of them are the backbone of society. Concentrated in first- and second-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen.

②Analyzing the Weibo account of “Dingxiang Doctor” through the bluemc tool shows that:

School ranking & career label:

Interest distribution:

Weibo identity & authentication reason:

Summary: The gender of users is relatively balanced, and the age is concentrated in the 80s and 90s between 25 and 35 years old, which is relatively mature users; and they are concentrated in first-tier cities;

Judging from the school rankings, professional labels and certification reasons, the quality of users is relatively high, with bachelor's degrees or above, and the majority of occupations are doctors and media practitioners, and the majority of positions are physicians, directors, managers and directors. Users are of high quality and have a strong desire to manage their own health;

Users are more interested in funny jokes, and also pay a lot of attention to knowledge-based topics such as medical science and natural sciences, which once again proves that most of them are high-level users;

The above results show that users generally have good jobs, high incomes, high reserves of knowledge and professional literacy, high demands on life, good economic consumption capacity, and pay close attention to self-health management.

③ Segment the population

• Healthy group: Most of them are between 20 and 40 years old, and want to learn about daily health science, and some people want to better understand the health status of their parents;
• Mothers: They cover different stages of pregnancy preparation, pregnancy, childbirth, and child rearing. They are mainly new mothers with children aged 0-3 years old, mostly born in the 1980s and 1990s, and have a higher education level.
• Middle-aged and elderly people: They want to know professional and accurate health knowledge and health care knowledge for chronic disease control. The field is more vertically segmented;
• Medical workers: aged between 18 and 34, with a balanced gender ratio, medical staff from various departments of the hospital and medical college students, mainly doctors;
• Hospitals and related pharmaceutical companies: scientific research, business management and recruitment personnel from hospitals and related pharmaceutical companies.

III. Summary of the “Dingxiang Doctor” Matrix

(Collection tools: Xinbang, Tianyancha, and Dingxiang Doctor official website)

1. Internal matrix

① WeChat subscription accounts & service accounts (68 in total):

• Popular science: Dingxiang Doctor, Ask Dingxiang Doctor, Clinical Drug Use, Scientificity, Dingxiang Clinic;
• Specific groups: Dingxiang Mom, Ding Mom Talks About Parenting, Dingxiang Mom Academy, Dingxiang Good Pregnancy, Panda Blood, Good Pregnancy Academy, Occasional Healing, Jiadao Health;
• E-commerce shopping: Dingxiang Life Research Institute, Dingxiang Mom’s Choice;
• Cooperation and communication: Dingxiangtong, Dingxiangyuan Forward, Dingxiang Conference, Dingxiang Toutiao, and Yiyuanhui;
• Medical industry practitioners: Dingxiangyuan, Dingxiang Talent, Dingxiang Medical Students, Medical Students Postgraduate Entrance Examination, Biology Master, Examination Assistant, Medication Assistant, Neurology Matters, Scientific Research Paper Time, Dingxiang Open Class, Dingxiang Zhihui, Dingxiang Says, Insight Database, Dingxiang Conference, Dingxiang Big Health, Human Resources Circle;
• Specialty subdivisions: pediatric time, cardiovascular time, oncology time, obstetrics and gynecology time, neurological time, endocrine time, digestive time, orthopedic time, respiratory time, ultrasound time, renal time, general surgery time, infection time, psychiatric time, urology time, rheumatology time, neurosurgery time, general medicine time, oral time, testing time, blood time, plastic surgery time, thoracic surgery time, otolaryngology time, anesthesia time, imaging time, critical care time, skin time, ophthalmology time, rehabilitation time, medical device time, liver cancer time.

② WeChat mini-programs (12 in total):

• Dingxiang Doctor, Dingxiang Good Products Museum, Dingxiang Doctor Doctor Terminal, Dingxiang Mom Good Products Museum, Dingxiang Mom College, Dingxiang Mom Plus, Dingxiang Talent | Campus Recruitment, Dingxiang Talent | Recruitment and Job Search, Medication Assistant, Dingxiang Garden | Doctor Exchange, Dingxiang Open Class, Dingxiang Medical Examination;
• Main business modules: online doctor consultation (based on doctor's advice), online medicine purchase (must be purchased based on consultation results), medical disease database, physician lectures, and popular science articles.

• Content + Service: Build a disease knowledge graph in the mini program, observe the large number of questions under each article, and let everyone use the mini program to solve their questions.
• Product + Community: When users have questions, the assistant will answer them by pushing mini-programs.
• Retention + scenario: Provide call-up services to quickly find doctors in emergency scenarios
• Self-promotion + alliance: bring more users through doctors and obtain more traffic for the platform.
• (Partial source: Liu Shaonan, head of Dingxiang Doctor Mini Program, shared at the "2018 Thousand People Mini Program Summit")

2. External matrix

In addition, Dingxiang Doctor is available on different platforms including Sohu, NetEase, Baidu Baike, Penguin, Yidian Zixun, and Bilibili.

① Sina Weibo (mainly 3):

1. "Dingxiang Doctor" 184w fans
2. "Dingxiangyuan" 1.32w fans
3. "Dingxiang Mama's Weibo" 3w fans

There are also various specialized channels and well-known bloggers with the "Dingxiangyuan Excellent Doctor" certification, which promote each other.

"The reason why we chose to return to Weibo is mainly based on trends and advantages. The trend is that the traffic on Weibo is picking up, and many social topics are fermenting on it. The advantage is that we have absolutely high-quality content." (Source: Wang Lu, head of Dingxiang Doctor's new media)

②Tik Tok (mainly 2):

• "Dingxiang Doctor" 5.9 million fans
• "Dingxiang Mama" 95w fans
• "Come Ask Dr. Ding Xiang" 19,000 fans (has stopped updating)

In less than a year of operation, the number of fans of the Douyin account of "Dingxiang Doctor" exceeded 5.9 million, and the total number of likes for its videos reached 2.014 million, with the highest number of likes for a single video reaching 1.83 million. Another Douyin account called “Dingxiang Mom” also has 950,000 followers, and currently regularly directs traffic through the “DXTV Column” of Dingxiang Doctor’s official account.

Positioning is easier than on WeChat and more complicated than on Zhihu. Real people appear on camera to provide science education, solving one problem at a time. "Dingxiang Mom" ​​focuses on areas of concern to young mothers, while "Dingxiang Doctor" covers a wider range of topics. "Ask Ding Xiang Doctor" uses animation to popularize science. It has produced 15 works and gained 19,000 fans, but has been decisively abandoned.

"The biggest feature of Douyin is the centralized distribution of traffic. In the early stage, we explored and catered to this content distribution mechanism to create popular products. We use the number of fans to determine which content may have a higher display volume and can enter a larger traffic pool." (Source: Tian Jishun, Medical Director of Dingxiang Doctor)

③Today’s headlines (mainly 2):

1. “Dingxiang Doctor” 591w fans;
2. "Lilac Mom" ​​has 950,000 followers.

Others such as "Dingxiang Canteen", "Dingxiang Health Care", "Road to Weight Loss", and "Ask Dingxiang Doctor's Assistant" have 11,000-53,000 fans.

DingXiang Doctor New Media has been read over 100 million times on Toutiao. In addition to the main account of Dingxiang Doctor, there are Dingxiang Mom, Dingxiang Canteen, Dingxiang Health, Road to Weight Loss, etc., a new media matrix created according to different needs.

④Wukong Q&A (mainly 2):

• "Dingxiang Doctor": 591w fans
• "Dingxiang Mama": 950,000 fans

Others such as "Dingxiang Garden", "Dingxiang Headlines", "Dingxiang Health", and "Dingxiang Canteen" have 7,000-56,000 fans.

⑤ Zhihu (3)

"Ding Xiang Doctor": Ranked first in the number of followers among Zhihu institutional accounts, it has answered 443 questions in total and received more than 2 million likes.

Dr. Ding Xiang adheres to a simple and straightforward approach and speaks in plain language. His answers on Zhihu receive an average of thousands of likes.

"Zhihu has set a completely different strategy from WeChat. Its positioning is called "interesting, knowledgeable, and with attitude", and it has a very naughty personality. Moreover, we are constantly crossing boundaries. There is no question we cannot answer. Every question can be related to health. ” (Source: Chu Yang, head of Dingxiang Doctor’s new media)

⑥Bilibili (1)

⑦Sohu (4)

⑧NetEase (1)

⑨Baidu Baijiahao (4 accounts)

⑩One point of information (4)

By collecting internal and external matrices, the following is summarized:

The operation strategies of each matrix for different user attributes are as follows:

The operation strategies of each matrix for different platform attributes are as follows:

IV. Conclusion

If the public account refers to Dingxiang Doctor to build a matrix, the following steps are required:

1. Sorting phase

According to the media development stage, public accounts currently have a user base of hundreds of thousands and are in a period of growth. In addition, there are more than two groups of people with very different needs in a single public account, so we decided to build a matrix within WeChat.

The external matrix should be determined based on the current resource and traffic needs. Currently, Dingxiang Doctor devotes 80% of its energy to the WeChat internal matrix, while the focus of the external matrix is ​​on platforms such as Douyin and Zhihu, and the accounts are few and fine, mainly "Dingxiang Doctor" and "Dingxiang Mom".

Goal: The internal matrix of WeChat will initially differentiate into a stable structure, and then gradually form an external matrix for fixed use.

2. Segmentation of population and needs

In the track where the population is sufficiently segmented, "Dingxiang Doctor" further segments the population based on the attributes of the population and content to make the granularity smaller. Each number in the matrix can be said to be a vertical column.

The main public account is planned to be divided into columns first, and if the effect is good, it can be made into an internal matrix. After the initial construction of several top accounts in the internal matrix is ​​completed, the external matrix will be built on multiple platforms.

3. Screening platform

Through the survey of the "Dingxiang Doctor" matrix, we know that they divide users into three categories: people from all walks of life, specific groups, and medical practitioners, and their columns include health science popularization, DXTV videos, selling goods and courses, etc.

In the internal matrix, the official account can segment user groups according to age/needs/occupation, etc., and develop corresponding columns to meet the needs of different groups.

In the external matrix, we will investigate the conformity with user attributes and the platform potential, and combine the company's existing human resources and financial situation to focus on platforms such as Douyin (video), Zhihu, Weibo, and Toutiao.

4. Personalization Construction

The series of WeChat account matrices of "Dingxiang Doctor" targeting different vertical groups all have a distinct editor-in-chief personality, such as "Dingdang's" column "Dingdang Says"; Dingxiang Mom, which focuses on parenting content, has an image called "Ding Mom"; Dingxiang Canteen, which is related to nutrition knowledge, also has its own "Master".

The roles that need to be built for official accounts on different platforms are different, and they need to be modified according to the style attributes of each platform. Not only will it strengthen the image of each product, it will also generate interaction on each platform, enrich the storyline, and bring a linkage effect to the exposure of the sub-brand.

5. “Minimum Viable Product” Testing

Dingxiang Doctor adheres to the "minimum viable product" testing method in new media. If a product is effective, it will continue to increase investment, otherwise it may abandon it completely.

Use the "minimum viable product" test to combine the platform trends with your own advantages, and make continuous adjustments during the trial process.

Related reading:

1. 21 essential operation tools for new media operations! (Recommended for collection)

2.14 self-media publishing platforms and commonly used new media operation tools!

3. New media planning event promotion and operation tool library!

4. New media planning event promotion and operation tool library!

5. New media planning event promotion and operation tool library!

6. Title skills for new media operations 10W+!

Author: Small report team leader

Source: Small Report Group Leader