In recent years, I have provided some suggestions for the online marketing work of many hospital friends, and have a certain understanding of the problems that arise in the online marketing process. How do we diagnose what problems exist in our hospital's online marketing process? Recently, I adopted some suggestions from well-known online marketing expert Mr. Liu Jian, and combined them with our hospital's online marketing work to summarize a set of hospital online marketing diagnostic documents. I hope it will be helpful to those engaged in hospital online marketing:
User Experience Project Inspection
Visit Speed: Does the website fully open within 6 seconds under normal conditions?
Website Content: Does the website effectively highlight the hospital’s qualifications, expert team, and service advantages?
Visual Presentation: Is the website design consistent with the hospital culture, with harmonious color coordination and strong professionalism?
Credibility Assessment: Does the website display the hospital's qualifications, expert team, honors, and patient reviews?
Marketing Function Project Inspection
Website Customer Service: Is there an online customer service system on the website and are they always online?
Service Hotline: Are there professional service hotlines such as 400 or 800 numbers, or good telephone numbers?
Advertising Awareness: Are there any latest advertising promotions or ad campaigns on the website?
Spreading Ability: How is the website's ability to spread information? Are buttons like "Recommend to Friend" or "Favorite" set up?
Daily Service Project Inspection
News System: Are hospital and industry news regularly updated on the website?
Original Articles: Are original articles and industry encyclopedia content published on the website?
Customer Service: Is there interaction and communication with patients through the website, and is customer service managed well via the website?
Hospital Services: Are detailed descriptions and updates about hospital services provided daily?
Website Promotion Project Analysis
Paid Promotion: Is the hospital doing paid promotion on platforms like Baidu or Google?
Industry Platforms: Is the hospital publishing information on major industry websites?
Website Optimization: Is SEO optimization and user experience optimization (UEO) being conducted?
Free Promotion: Are free network promotion methods used daily to promote the hospital's website?
Website Operation Project Inspection
Regular Summaries: Are regular summaries and analyses done for online marketing projects?
Marketing Talent: Does the hospital have specialized online marketing talent responsible for website operations?
Customer Management: Is systematic management and follow-up conducted for online marketing customers?
Analysis System: Is a website traffic analysis system installed, and is daily attention paid to online marketing data?
Inspection Results
Score: Each question is worth 10 points if answered yes, 0 points if no. Total score.
Comprehensive Evaluation
1. 0-20 points: Your hospital's online marketing effect is very unsatisfactory. Online marketing is a breakthrough point for corporate marketing and should be given special attention. It is suggested that the hospital leadership take online marketing seriously and comprehensively re-plan the strategy.
2. 30-40 points: Your hospital's online marketing effect is poor. The basic work of online marketing has not been properly done. To achieve benefits through online marketing, careful planning and comprehensive optimization are required to achieve good online marketing results.
3. 50-60 points: Your hospital has the basic capabilities for online marketing. The fundamental reason for the current less-than-ideal results lies in key grasp and detail optimization. Strengthening the network promotion process will likely improve the results.
4. 70-80 points: Your hospital's online marketing shows relatively good performance. The next step to improvement is detail optimization, assigning specific personnel to handle online marketing, and comprehensively strengthening promotion to strive for even better online marketing effects!
5. 90-100 points: Your hospital's online marketing effect is excellent! It is hoped that through regional replication and model replication, the progress of online marketing can be accelerated, making your hospital a true online marketing hospital and achieving faster development!
Author Information: Liu Jingyun, one of the founders of 6asem, a member of the Blue Flame Group, a certified SEM consultant by Baidu, a member of the China E-commerce Professional Manager Association, and a disciple of Jiang Likun, founder of Push One Step Further. For more articles by the author, please visit www.liujingyun.com. A new hospital online marketing exchange group 111721901 has been established, welcoming peers in hospital online marketing to join.
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