Putian Department of Medical PK Baidu a "love and kill" play

Core tips:

On March 25th, a document entitled "Notice on Stopping All Paid Network Promotions" signed by "Putian (China) Health Industry Association" was circulated on the Internet. The Putian medical company high-profile boycotted Baidu's bidding ranking. According to the notice, the General Assembly will require all member units to stop all paid network promotion activities from April 1.

From a high degree of dependence to a collective counterattack, why is the Putian medical company irritated this time? Once the network promotion is stopped, what will the Putian private hospitals go?

cause:

High price and advertising violations

An industry insider who has been responsible for Baidu bidding for nearly 10 years has revealed to reporters that he has four private hospitals under management. Last year, he invested more than 10 million yuan in Baidu bidding promotion, and the average hospital was two or three per year. million dollar. The annual income of the four hospitals is only over 20 million yuan, which means that half of the income is given to Baidu.

"I am still quite small. Some large private hospitals spend two or three hundred thousand yuan a day on Baidu's bidding promotion. This cost can be known as scary in one year. And this is abound in three cities in Beishangguang. Yes," the industry source said.

According to another Putian medical company, he spent more than 10 million yuan in order to promote Baidu to a plastic surgery department last year.

In fact, this is not the first time that the Putian Department of Private Hospitals has jointly challenged Baidu. Four years ago, the Putian Department Hospital also complained about Baidu’s sky-high price advertisement. At that time, they used to say that the price of a single click for a "best male hospital" was 600 yuan. In the past few years, the same keywords, the price has been fired to 999 yuan.

In this regard, Baidu recently accepted a media interview, saying that the market promotion of Putian is very few in Baidu. In recent years, after Baidu increased the rectification of illegal medical treatment, its share has declined year by year.

On March 26th, Baidu also made a "tough" response to the high-profile of the Putian Department Hospital through the "Baidu News" official micro, saying that it was due to Baidu's increased rectification and downline violation of the hospital, which triggered the boycott. According to Baidu, in recent years, there have been clear access standards for medical promotion customers, and they have been targeted as key violations. After increasing the intensity of rectification and down-line hospitals, in 2014 alone, more than 13,000 illegal medical institutions were refused, of which more than 60% were Putian hospitals.

It is understood that Baidu has also established stricter qualification standards and material restrictions for industry access such as “drugs, medical institutions, health care products”, such as restrictions on the abuse of medical customers' qualifications, restrictions on exaggerating publicity, and illegal products. Institutional restrictions and strikes are all in parallel.

There is a mixed view on the game between Baidu and Putian private medical care. Some people support Baidu, pointing out that there are indeed many irregularities in private hospitals. Some people also called for private hospitals. The netizen "chiven937" Weibo said that Baidu's high consumption is "the reason why the Putian department said to work for Internet companies, and Baidu grabbed money." There are also many netizens who question that Baidu’s motives are not pure. The netizen "Yang Ge is a pseudo-uncle" said: "Why not strictly review it from the beginning? Until the promotion fee is charged, it is a perfect excuse for the hospital to fail to recognize the person, and earns a large income. And established a good public reputation."

Others think that they should play 50 boards each. Ms. Wu, a citizen, said that one of her friends had been in a private hospital. It seemed to be a good service, but it deceived a friend who was not pregnant and made a flow of people. As a result, a medical accident occurred. For Baidu’s move, she said: “Advertising is also responsible for improper propaganda content, not conducive to making money, bad advertising does not know how many ignorant people.” Netizen “improves average quality” message: “The hate is this A kind of illegal medical treatment, but Baidu has been helping. I have friends who have found a hospital from Baidu search, so don't avoid Baidu's problem!"

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