What are the precautions for writing medical advertorials?

At present, medical advertorials are facing two challenges: one is the blocking of medical keywords by search engines in terms of online advertorials, and the other is that patients have been ill for a long time and have a certain ability to distinguish advertorials. Therefore, in addition to finding a new way to think of the title, the writing of medical advertorials should closely focus on "one center, two basic points".

One center: credibility. The diversity of patients has one thing in common:

Doubt everything! No matter how tempting your concept is, no matter how powerful your discount is, it is useless, patients don't look at it, and even if they do, they don't believe it! Therefore, in order to achieve immediate results, the first issue is to gain the trust of consumers.

When it comes to the technology and medical knowledge of the medical industry, we must carefully check the information, humbly consult medical experts, and we can't pretend to understand and over-package, if we can't stand up to scrutiny, the medical advertorial will be a complete failure.

Ahh

There are many ways to write advertorials, for special industries such as medical care, mostly in the form of news reports and experience sharing to write advertorials, for example, if you write an advertorial that introduces the characteristic technology of the hospital, you can report the advantages of the technology in the form of news reports, and the diseases that you can adapt to, and insert information about your hospital. Or you write a positive advertorial to promote your hospital with a patient's medical experience, write from the patient's point of view, the treatment process and some details of the hospital's services, so as to reflect the hospital's word-of-mouth effect, etc., the medical industry's advertorial is difficult to write is to grasp the customer experience, that is, to really write from the customer's point of view, you can go to the hospital to understand some details, and then from this aspect, I hope it will help you.

In fact, there are a lot of them on the Internet, you can search for them.

Or I'll show you some on my side.

There are still a lot of advertorials published by our studio medical.

A good article first depends on whether the topic is good or bad, whether the topic is novel, innovative, and penetrating, which is very important for whether it can arouse the reader's interest and achieve spiritual resonance.

New materials: can be newly discovered or newly invented, such as "melatonin".

New efficacy: When publishing advertorials in the medical industry, it is necessary to pay attention to the "Measures for the Administration of Medical Advertising", which stipulates: "It is forbidden to publish advertisements in the form of news reports.

Interviews with medical institutions, special reports, and other articles must not contain advertising content such as the address, contact information, and contact information of medical institutions; At the same time as publishing relevant articles, advertisements about the medical services and their medical institutions must not be published in the same media at the same time or in the same page. Where the publisher claims to have not collected fees, it should also be found to be the use of news reports to publish medical advertisements. ”。

Advertorial promotionAs the name suggests, as opposed to hard advertising, the marketing planner of the enterprise or the copywriter of the advertising agency is responsible for writing the "text advertisement". Compared with hard advertising, the reason why advertorials are called advertorials lies in the subtlety of the word "soft", which is like a needle hidden in the cotton, which is collected but not revealed, and defeats the enemy invisibly.

By the time you find out that this is an advertorial, you have coldly fallen into the trap of well-designed "advertorials". What it pursues is a kind of spring breeze and rain, moisturizing things silently. If hard advertising is Shaolin Kung Fu; Then, the advertorial is the most powerful marketing method of hiding needles in the cotton and overcoming rigidity with softness, both soft and hard, both internal and external.

Advertorials should have a certain level of knowledge, language control ability, and be close to the language of the times in progress. Judging from the survey of the promotion of soft text writers with a relatively high degree of concentration, many soft text writers are grassroots writers, and they basically have their own fixed occupations, and soft text writing is a hobby for them. The increase in grassroots writers also provides very wonderful content for advertorials, after all, this is a pluralistic society.

Advertorials not only require language control ability, but also require a certain amount of social experience.

Advertorial promotion and marketing, by the company's planner or advertising company's copywriter, according to the characteristics of their own brand or product, combined with social hotspots or story scenes to write the "content ** advertisement", it may be a beautiful narrative prose, or it may be a current news, or even a chicken soup for the soul, etc., compared with traditional hard advertising, the advertorial is implanted with brand or product information, but there will be no Wang Po selling melons and boasting advertising behavior, most of the audience will understand that this is an advertisement after reading it, But there will be no rejection psychology, most of them will happily accept the advertising information delivered in the advertorial, the reason why it is called advertorial, the subtlety lies in the word "soft", like the spring breeze and rain, moisturizing things silently, receiving but not revealing, defeating the enemy in the invisible, this is the first stage of advertorial promotion and marketing; The second stage of advertorial promotion and marketing is to publish, after all, you wrote an earth-shattering advertorial, if it is only saved in your own computer is also a waste, only to let more audiences see it can play a role, publishing to the major ** is the simplest and most effective way, in addition to the ** itself readers to read, due to the status of ** itself, in Baidu, 360 and other search engines have a high weight, this kind of soft text will be easy to be included, as long as the title is set properly, it can be searched and displayed by intended users for a long time, This effect is not possible with any hard advertisement. Some people will say, I don't know **, how can I let people publish it? Now there is a special ** publishing platform, just choose the ** release that is suitable for your own industry, Laimei Network is, thanks to the meticulous social division of labor, the lower the cost.

The most important thing about a good advertorial is the beginning, as long as the beginning is well written and attractive, it can attract users to continue reading, but I myself just can't write the beginning, the head is big, and there is no way to let Jin Suitui write it later, there are many people, and the manuscript is satisfied.

How to write a medical advertorial? I summarized the following points:

1.Don't ignore the title.

Many hospitals do not check the medical advertorial before publishing, so it is difficult to find that the title of some advertorials does not match the content. However, once this situation occurs, it will make patients have great doubts about the writing level of medical advertorials and the technical level of the hospital, thereby affecting the image of the hospital in the minds of patients and reducing the quality of medical advertorials.

2.Refuse to drag mud and water, and the description is not clear.

Many people who write medical advertorials are not professionals, so there will be problems such as unclear descriptions in the treatment of some key issues. However, today's patients have long been accustomed to fast reading, if the medical advertorial can not be concise and concise, then the attraction of the medical advertorial to patients will also be weakened, which will greatly affect the effect of the medical advertorial.

3.No release planning and strategy is undesirable.

Only with a clear plan and strategy can create a high quality of medical advertorials, so you must choose a suitable promotion platform when publishing advertorials, only do content without distribution is in vain, if your medical brother has professional promotion talents can choose to go to vertical, social and other channels for distribution, if your medical enterprise does not have a particularly professional promoter, you can cooperate with other companies and professional promotion platforms, such as media boxes, etc., and master a certain The resource allows you to quickly open up your popularity.

It's not easy to organize, like it and then go

The so-called medical advertorial is actually a short article that is targeted for medical and health promotion, but is not illegal and does not reveal traces of advertising language. Generally around 300 words.

Specific requirements: There should be specific target planning, including specific specialties, diseases or specific target groups.

It is necessary to write about the hazards of the disease, the hazards of the disease, the distress of the symptoms, and the adverse effects or serious consequences of the specific target patient.

Promote your own advantages: including expert experience, diagnosis and treatment facilities, special efficacy, ** or free service convenience measures, efficacy treatment course comparison and ** advantages, etc.

Publicize effective cases and make patients speak more forcefully.

Publicize relevant preferential medical insurance policies. Festive Hunger Promotion. On-site service hours.

Don't forget the address of your hospital, **, online appointment, and bus routes.

The language of the advertorial should be friendly and vivid, so as to eliminate the concerns of patients and meet the needs of patients.

Details such as the release time, season, region and location of the medical advertorial, or the publication method and even the font color are very important.