The doctor brand traces back to the era of traditional Chinese medicine. There are familiar stories such as Bian Que meeting Cai Huan, Dong Feng Xing Lin Chunnuan, Zhang Zhongjing Quhan Jiao Er Decoction, Sun Simiao hanging silk to diagnose the pulse and so on. "Military Doctor" name, sticking small advertisements on telephone poles, and then there are unfilial doctors in TV and newspapers "making all kinds of decisions that go against the ancestors". In today's self-media era, experts and professors from various disciplines are out of chaos through pictures, audio and video, live broadcast, etc. Ways to popularize education...
Regardless of whether it is right or wrong, it is difficult to distinguish between true and false. Doctor brands build trust with the public through professional skills, case stories, titles, authoritative certification, and media reports. The achievements of great doctors revolve around clinical, teaching, academic, scientific research, Five dimensions of social influence.
In 2016, at that time, I worked in a junior college and a small comprehensive cardiovascular clinic, responsible for new media operations. The outpatient famous doctor studio cooperates with experts and professors from Anzhen and Fuwai. Brand promotion and popular science education are carried out in the name of outpatient clinics, and a self-media matrix is established. Experts and professors make professional endorsements for our output content. Carry out secondary creation and network communication.
At that time, Toutiao was the traffic bonus period. A single image and text with more than 100,000 readings was considered good, and 500,000 readings were considered excellent. There were also 1 million readings and 2 million readings, but even such data, in addition to brand exposure The degree and platform revenue, limited medical subdivisions, geographical distribution of outpatient clinics, and current cognition cannot directly promote the outpatient diagnosis and treatment business.
From 2018 to 2019, I began to work directly with doctors. Among them, there was a pediatric orthopaedic doctor. Although he was only attending, he also left the big hospital, but he was professional, friendly, persistent in writing, and highly cooperative. We operate Sina Aiwen Doctor, Good doctor, WeChat official account, Toutiao, also involving Douyin and Kuaishou, the whole network has achieved 800,000+ fans.
These users reached through graphic science popularization, short videos, live broadcasts, etc., we will refine their operations, or directly convert content to e-commerce, or divert traffic to private domain traffic pools: knowledge payment, live broadcast delivery, online consultation , offline diagnosis and treatment, as well as commercial advertising, IP authorization joint ventures, etc., the income obtained from this is still 50,000 to 600,000 yuan a month. But after all, the project is a matter of people, and there are differences in the distribution of benefits. Coupled with the asset-heavy operation model, when the black swan of the epidemic is encountered, the cooperation will be over.
In 2020, with everyone's thirst for health knowledge during the epidemic, chasing the trend of short videos and starting to do medical and health MCN. We build a doctor brand for doctors free of charge. Most of the doctors we cooperate with are doctors from public tertiary hospitals. The departments cover women's and children's, pediatrics, skin, oncology, endocrinology, psychiatry, etc., and we focus on operating the Douyin short video platform, mainly in the form of oral broadcasts. , about 1 update every 2 days, supplemented by 1 live broadcast once a week, there are both doctor brands that have been hatched successfully in three months and have over one million, two million, and hundreds of thousands of fans, as well as accounts that have never been able to hatch successfully.
But even with a million-level telemarketing list fan account, the revenue ceiling of pure Internet traffic monetization (commercial advertising, live broadcast rewards, platform rewards) is only 100,000 yuan per month, and the operation team of three or five people can only serve three or five accounts. The high labor cost and the pressure of survival are not small.
In this way, the profitability of medical and health MCN institutions still needs to be deeply involved in diagnosis and treatment services, operating costs need to be shared, and sunk costs need to be hedged.
M : MCN (Multi-Channel Network), MCN institutions produce content to obtain traffic.
A : Agent, brokerage agent. Sign a doctor, invest funds to start the project, and operate the doctor's brand for commercial realization.
D : Doctor, doctor. Export professional knowledge and complete commercial realization activities.
——Professional people do professional things, MAD three parties perform their own duties, do what they are good at, and earn what they deserve.