Marketing Background

In marketing promotion, if the number is blindly run, the data is difficult to have a high value reference for customer marketing promotion. With the help of the starboard, customers can effectively gain insight into the industry, first understand or judge customer needs and some macro trends in the industry, select data dimensions that have more marketing value for customers to analyze, and finally give customers an integrated marketing plan.

Marketing objectives

In combination with the current situation of He's ophthalmology, we introduced Baidu's traffic insight capability of Star Watcher, formulated reasonable promotion strategies, identified brand differences, and achieved "clear decisions", "win users", and "know the length".

Marketing program

1、 Ophthalmic market analysis

First of all, Baidu Index proves that the overall trend of the industry is consistent with the demand for ophthalmic services on Baidu. From the second half of 2020, the overall demand trend of ophthalmic services on Baidu has increased strongly. The total demand growth in 2021 is estimated to be 15%, and the industry is in an upward trend.

2、 Population refining and layering

Use the star watching disk to extract the population from the data that He's ophthalmology has put in. Through the function of crowd crossing, the cataract population, the dry eye population, the strabismus and amblyopia population can estimate the proportion of the demand reached by customers in the overall demand, so as to facilitate the reasonable budget allocation for different groups in the promotion.

3、 Establish brand advocacy strategies for customers and extend brand content as marketing communication elements

The concept of "brand advocacy" was introduced to determine the development stage of He's ophthalmic brand. With brand advocacy as the core, a full set of brand optimization suggestions were provided, including "phased advertising language", "video script", "short video delivery suggestions", "question and answer system construction", "optimization of encyclopedia and map", "public welfare activities", etc.

Marketing effect

Through the observation of the star disk, we estimated the total target population of He's ophthalmology on Baidu, as well as the current coverage ratio of the target population, the attributes, flow direction, brand orientation of the unreachable population, combined with the existing data, judged the blind spots of business, combined with Baidu's intelligent optimization tools, and formulated special strategies for the unreachable population, effectively improving the coverage of the target population.