This article is a free share of Uncle Crazy who spent several days of his time and experience in building IP in recent years, waiting for his family to stay up late after falling asleep and purely manually code word by word for free.
It is recommended to read carefully, it contains the core underlying logic of being a doctor's IP, as long as you master it, you can make a doctor's IP with monetization value.
The status quo of most clinics doing doctor IP.
1. The clinic wants to be a doctor's IP again, but it can't make up its mind to do it, because it is afraid that the doctor will be unstable and the doctor will leave, and the investment in this IP will be wasted.
2. Doctors also want to make their own IP, but they don't know where to start, on the one hand, they are busy with time, and on the other hand, they know less about the methods of creating IP.
3. I just want to increase the number of fans, and I don't think about the goal after the increase in fans.
4. I opened a platform account, thinking that it was just doing IP.
There are many similar situations, and the crazy uncle will not list them one by one.
I'm sure you're saying at this moment, it's like you're talking about my situation.
Marketing trends in the medical industry in the future
In the future, the medical industry will gradually return to the essence of medical treatment, and the current medical advertising model will be difficult to adapt to the strict medical advertising control.
Medical institutions dominated by medical advertising will usher in a crisis and challenge, and will be forced to return to the main line of word-of-mouth customer acquisition from advertising. Many clinics have actually seen this inevitable trend, but they still can't break away from the advertising model and are not determined to change it.
Combined with the current situation and trends, it is not difficult to see that the creation of doctor IP is the best investment in the future. So we look at this matter with a long-term perspective.
Some institutional friends may say that our clinic has no consultation volume now, and there is no time to do doctor IP.
In fact, the more you don't have a diagnosis, the more you have to be a doctor
It is usually said that there is no time to be a clinic with a doctor's IP if there is no diagnosis, and there is a misunderstanding of the doctor's IP. In their cognition, the doctor's IP is a tool to obtain traffic and expand customers.
However, the real core of the doctor's IP is the doctor's reputation and influence among customers.
If this doctor's reputation and influence are stronger, the more valuable his IP will be.
Therefore, when we do doctor IP, the first thing we should consider is not traffic, but how to improve the satisfaction in the minds of patients.
Traffic is just a formality, and exceeding the patient's expectations and getting them to trust you and choose you is fundamental.
Therefore, we do doctor IP to solve the problem of consultation volume, not to solve the problem of traffic.
Flow does not necessarily mean that there will be a number of consultations, and flow is not a necessary condition.
For example, if your IP brings 10,000 views, but none of your fans can become your customers, then your traffic is invalid traffic.
So we figured out this logic, and when we were doing doctor IP, the direction was very clear.
Some doctor friends may say that now whether it is Douyin or Xiaohongshu, doctors in public hospitals can be certified, and doctors in private hospitals cannot post content at all, and they will be banned or restricted as soon as they post it.
However, who said that to be a doctor, IP must be built on a traffic platform?
If you have the heart to think about this area, the customers you have first, whether your WeChat customers are also one of the most important channels, you can do a good job of your own IP in these seed customers, it is enough for you to digest.
That's why there are some doctors, and wherever they go, patients follow them. Because their IP has risen. The so-called IP is not to do traffic on the Internet, so it is called IP. IP has existed since ancient times, but now the trend of the times is used to call it IP.
Because most people are doctors' IPs, they are still framed in Internet thinking, and they basically think about traffic, increasing fans, and becoming popular first.
In fact, this idea and practice deviates from the direction of IP building.
The direction of doctor IP is to create influence and monetization value, which can be done both online and online. To achieve this problem, it is how to circle your audience, target people and provide them with valuable services, so as to realize the value of doctor IP.
Without this underlying idea, no matter how much you learn about Internet operation methods and skills, it is meaningless. Doctor IP