On March 25th, a post of "The Department of Health Care to Baidu" broke the circle of friends. One is the private medical kingdom, and the other is the search engine giant. The “complain†between Dais Medical and Baidu has drawn attention.
From dependence to resistance, why is sputum medical irritated this time? Through interviews in the past few days, the author intends to uncover the "love and hate" between Dais Medical and Baidu. The shackles and Baidu will eventually go to where they will see tomorrow. The OFweek Medical Technology Network will continue to report on this matter.
Dynamic April 4th meeting decision whether to "break up"
On March 26th, the Department of Health was expelled to stop all paid network promotion activities, and the sword refers to the search engine giant Baidu. On March 27th, Baidu responded with a strong response, saying that it will increase the rectification of illegal medical promotion represented by the Department of Health.
So far, the Putian (China) Health Industry Association has not made an official response. Yesterday, the author contacted Wu Yidong, the executive president of the association. He said that before this, the Putian Health Industry Association had a meeting on whether to stop promoting it on search engines, but no resolution was formed. All responses or specific measures must be announced after the meeting of the Putian (China) Health Industry Association on April 4. At present, he is not in a position to make any response.
“The relationship between Dai and Baidu is not so contrary to the outside world.†Wu Yidong said that the cost of many medical institutions in Baidu’s promotion accounted for about one-third of the operating costs, which made the medical operating costs of the Departments remain high. . As an industry organization, the General Assembly will unite all forces to help member companies reduce operating costs.
The relevant person in charge of the Fujian Branch of the Putian Health Industry Association told the author that this time the medical group was tempted to stop Baidu promotion, the fundamental reason was that it could not withstand the rising advertising costs. As far as he knows, this time the medical determination is extremely strong, but it will always be how to make decisions. At present, he is not good at predicting.
The author has learned from a number of industry insiders that the Department of Health and Baidu had a "honeymoon period." Around 2009, Beishangguang's sputum medical care, through the Baidu bidding promotion to introduce guests, tasted the sweetness. Around 2010, Baidu’s bidding entered Fujian, and the advertising competition of Fujian’s local medical institutions soon entered the stage of white-hot.
It is estimated that the number of advertising campaigns on Baidu will reach 20 billion yuan a year. If the two sides end up "noisy", Baidu may lose at least 10 billion yuan in revenue.
Why do you want to "boycott" Baidu?
Keywords bid 1 click, 700 yuan is gone
The CEO of a sputum medical group told the author that he has more than a dozen private medical institutions across the country. Last year, the most one spent 10 million yuan on Baidu, and the least one spent millions of yuan. The group's total investment in Baidu promotion is about 30 million yuan per year. And the total gross profit of a dozen hospitals a year is not as much as the investment on Baidu. He laughed at himself. "The hospitals are all working for Baidu."
He said that unlike public hospitals, private hospitals rely heavily on web search for diversion. The search content mainly includes keywords such as “people flow†and “liver diseaseâ€. If the hospital wants to appear in Baidu's search results and ranks high, it must rely on the auction to pay. In general, the higher the bid, the higher the ranking.
"In the past, grabbing a keyword ranking, only a few yuan, a dozen yuan, and now some keywords have been fired to a few hundred dollars, the highest cap 999 yuan." The boss said that for this, some private hospitals in the north, a day In Baidu's bidding, it will cost 100,000 yuan, and it will cost 40 million yuan a year.
Yesterday, the author visited another private hospital in Fuzhou. More than a dozen people in the planning department of the hospital are staring at the screen, specifically responsible for Baidu bidding. The company's planning director, Mutian (a pseudonym), told the author that the bidding is bidding in minutes, and the keywords of the bidding are thousands. Small private hospitals each of 2 to 5 people responsible for Baidu bidding, a large hospital has more than a dozen people responsible, three shifts a day.
Mutian demonstrated the Baidu bid to the author. Through the system, they bid about 160 yuan under the keyword "Fuzhou × × which is good", ranking first in Baidu search. Subsequently, the author logged in to Baidu and searched for “Fuzhou ××Which is goodâ€. This hospital ranked first, and the author clicked on this page. The 160 yuan on the hospital’s Baidu account was gone.
The author learned from the industry, such as "Fuzhou × Branch Hospital" has sold to more than 700 yuan. In other words, netizens searched for "Fuzhou X Branch Hospital" on Baidu and clicked on the page of the hospital. The hospital had to pay Baidu 700 yuan/time. If the private hospital does not vote for Baidu, when users search for keywords, the first few or even the first few pages can not find this hospital.
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