Release date: 2015-10-19 The development of the Internet has now entered the period of Internet users, and the number of PC users has reached 649 million. From the exhaustion of resources to the information ocean, the online information source has grown rapidly, the era of content is king, the era of network charging has started, and network management is moving towards a pragmatic stage. Mining user needs Some studies have found that users are willing to pay when users have an urgent need for content. According to industry authoritative data, Youku's paid business in 2014 increased by 700%. How mobile healthcare can pay for users, what is the user's content needs, these issues are worth pondering. Not long ago, the author visited doctors in several hospitals in Beijing. More than 80% of doctors said that the source of knowledge is from abroad, not the websites or mobile Internet products that we are familiar with. In other words, at present, these domestic products and these contents cannot meet the needs of doctors in first-tier cities, and how to realize the business transformation of users' paid services? From a product perspective, many companies are struggling to get the product done, but if the product is ready, will it be used by the user? The answer is “not necessarilyâ€. Even if your product is doing well, there may not be users. If the service is deep and good, there will be users. We still need to entangle the product activity is not more than 5%? We have found the most accurate users, but when the user viscosity is very low, are we Think about it: The product itself has not enough depth of service to the doctor, to the patient. Compared with the PC, the overall viscosity of mobile Internet users is very low, and mobile medical products are even more terrible. The cost of acquisition for each user is also unimaginable in other industries. Most companies' precise user sources are also clustered. The ground push is accurate, but the user acquisition is relatively slow, the acquisition cost is relatively high, and the user viscosity cannot be guaranteed. Moreover, most companies did not establish an offline service team to tap user needs, and did not create a closed loop of media communication. The author believes that the development of rural market is a trend, rural netizens account for 27.5%, the scale of 178 million, rural long-term resident population of 750 million, a total of 950 million. At present, the medical level in rural areas is still very low. How mobile medical companies should infiltrate rural medical care, how to help village doctors improve their medical skills, and how to help these users to achieve consultation and referral will become a big issue. Optimize data for user portraits There are many promotion methods on the market, such as cpm, cpa, cpc, cpd, cpt, cps, cpe, edm, soft text, navigation, search keywords, integral wall and so on. Everyone is complaining about the cost, and the user conversion is pitiful. But why do some people have a cost of 10 million yuan to make 10 million yuan? Why do some people can only make 1 million yuan in the cost of 10 million yuan? I want to say, do you really care? Is it true? Have analyzed every conversion data? Is it optimized daily? At present, the mobile Internet delivery system is not as smart and easy to use as the PC, and some channels have relatively strict control over medical products, so the channel selection is much smaller than other Internet products, and there is no accurate user portrait, resulting in a price comparison. high. I have optimized two accounts. One is Baidu sem. At that time, only the mobile terminal was placed, and less than 200 keywords were selected. Focus on the core keywords to see the presentation, click and conversion of each word. Where does each conversion come from, where to go, when to come, and which creative is preferred by users. After 1 month of optimization, 80% of the keyword quality of this account is a perfect score. The average delivery price has also dropped from the previous 1.5 yuan to 0.8 yuan. A daily delivery of 200 yuan can bring about 30 conversions, and the viscosity is the same as that of the users pushed over. This illustrates the importance of data optimization and user portraits. The other is a fan pass user. Fantong's system is similar to Baidu, but smarter than Baidu. According to third-party optimizers, the cost of each cpm is currently about 20, but the conversion is not good. In order to save costs, the author only puts cpe, optimizes the data every day, adjusts one by one, optimizes creativity, and the highest interaction rate is about 2.3%. The cost is relatively low, and the activity is higher than some channels and even pushes. At the market level, the bosses of mobile medical companies love to tell stories to investors, and they do not hesitate to increase the valuation by any means, and no one really tells the story to the users. At various industry conferences and academic conferences, mobile medical companies flocked to the public. PPT is talking about industry development, business models, various closed loops, and various bragging about their own products. No one, quiet. , intentionally, write a story to the user, and use the sentiment to market customers. No one tells the user what is the initial intention of your product? No one really cares about the user's product closed loop. We should ponder the real reason why users don't love me. Produce what users need Many companies regard the learning needs of doctors as a rigid requirement. First, let's assume that this is a rigid demand. On the other hand, the academic products we see, such as the literature category, the level of translation, and the deep understanding of the industry, determine the quality of the translated literature. At present, most of these mobile medical products in China are part-time medical students or medical editors who have been working for several years. The translated documents are varied. The results can be imagined. Don't say that the content is paid. Even if the content is free, there will be no more users. High! This has led to the current active mobility of mobile medical products not exceeding 5%, and relatively few senior doctors, the viscosity is very low. How to integrate deep resources of content in operation, how to make high-ranking doctors become producers of our content, how to integrate and integrate the latest journals and documents at home and abroad should be an issue of content payment. Grassroots doctor education has always been a difficult problem that hospitals and even the government hope to solve. The core medical resources are limited, and the average distribution of medical resources can only be achieved by continuously improving the level of doctors. Grassroots doctors are the real content needs, but meeting their requirements is not just about making guidelines, pharmacopouses, and books electronic. If we can't be a producer of content, can we become a porter of content? Many people will ask: "What should I do?" The content operation system diagram shows the basic process of content operation. The most interesting part of everyone should be content consumption. To charge for our content, we need to analyze the following points: 1. Whether it is in line with user preferences, it is definitely not appropriate for doctors of cardiovascular disease to push orthopedic content. 2. Whether the content is time-sensitive, in 2015, the outdated content of 2013 will be pushed to users, and users will not pay. 3. Secondly, it is important, interesting, informative, significant, and so on. When exporting, do we create a closed loop of communication to attract more content users? Are we cold-blooded users? Have we conducted deep induction on users to help users find effective content? Whether it is "Internet +" or " +Internet", the Internet has indeed become a tool or means in life. Have we tried it on the Internet? Are we really trying to produce the content that doctors, patients need, or what they have tried to do? What content has been integrated? Perhaps we have never done this before, we just blindly pull new users, never really operated users, talk about business operations, value conversion? 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