Media: plastic surgery ad 999 Yuan Baidu Baidu has spoiled | | advertising | hospitals _ news
You believe that the nature of most "evil" is?
Aware of the problem, Wei Zexi of college students suffering from synovial Sarcoma was given the answer: "Baidu, didn't know how evil. "His in Baidu search first to find a top three armed police hospital to immune therapy, and here was a doctor who on television many times told of" 20 years ".
But in fact, this biologic immune therapy in several countries have already taken to hospital because of "low efficiency" had been eliminated; Putian, and has been responsible for running the hospital in Oncology are not as propaganda, the cooperation with the Stanford medical school.
Just a year ago, Baidu and Putian, also a result of PPC events like cat. At the time, in the face of boycott of Putian, Baidu tough, clearly pointed out that it will not waver "high threshold and strict auditing" determination, as represented by the Department of Putian and increase regulation of illegal medical promotion.
However, over more than a year. Treatment of false medical advertising, Baidu to change it?
Qualification in doubt
Death of XI ' an University student Wei Zexi, Baidu again medical advertisement Department of Putian, and once again thrust into the forefront of public opinion.
And Baidu, which has repeatedly suffered a public relations crisis, Baidu's question is still focused on promotion of false medical institutions through the PPC mechanism, and allegedly provided fraudulent information leading to fraud.
"Whether or not he is in the Baidu search, whether or not to go to the hospital, he is likely doomed to death. But precisely because he went to the hospital, delay the formal treatment on the one hand, on the other hand his family bear a lot of medical bills. "One of the health industry workers said.
In February this year, knowing the answer, said Wei Zexi figured the money at home, and borrow from friends and relatives, spending a total of more than 200,000, transferred to the lung results few months.
"I'm now in hospital, has found a true reliable technology, faster at the end. "Wei Zexi said.
Happened to Wei Zexi, Baidu responded that in search results the first time review, the hospital is a public hospital, fully qualified. Has been submitted to the certification units and hospital authorities reviewed applications.
But in fact, netizens provides retained search results page is displayed, in Baidu type "soft tissue sarcoma" phrases, and Baidu promotion (Baidu, a pay-for-performance Internet marketing) given in the search results for the domain name 4g.wj2yzlk.com, this domain name is clearly not a official site.
Look, Baidu's review has not been done even the most basic, but responded with the full license. As important traffic portal, Baidu search results-oriented direction responsibility cannot take off.
Public information, Baidu originated with the promotion of up to 470 million a day, in addition to conventional machines and artificial audits, but also increased nearly 60-person review team, swap 3 24-hour manual review, want to put an end to false information from the source into the search page.
But why the false medical advertisement is repeated?
Perhaps, as "Paste" the father of Yu June said before: "Baidu's core values first, then the incentive mechanism. "Look, the current Baidu's problem is how to balance between values and KPI.
After all, the power comes great responsibility. Platform operators should not only consider its own commercial interests, must also take responsibility for this platform as it affects people.
Contrast is, Wired magazine reported that Google's advertising Department for profit, initiative to help sell counterfeit drugs to avoid their company's compliance reviews, making a large number of counterfeit drugs, smuggling of prescription drugs, illegal drugs (such as steroids) advertising pages long with its search results. FBI undercover investigation on Google, Google eventually have to pay the $ 500 million settlement, and prosecution of illegal advertising and re-employ a strict new third-party certification authority.
According to January of this year, Google released data showing 2015 screened a total of 780 million malicious ads in 2014, representing a growth of nearly 50%. In addition, the 2015 also shielding the 10,000 the company selling false goods Web site, shut down 18,000 sales of fake goods account, while shielding the 12.5 million substandard drug advertising. In addition, Google also blacklisted 30,000 websites for selling weight loss products.
Medical advertising behind the ash: spoiled Baidu
On the eve of 51, Baidu has just handed over the first quarter of 2016. Reported first-quarter total revenue was 15.821 billion yuan, an increase of 24.3%.
Baidu's revenue growth behind the medical share of advertising revenue size occupied?
Earnings conference call after the earnings, Baidu CFO analysts of gold in her answer "in your ads, top five advertisers from what area? "Said," the main, top advertisers are from local services, retail, healthcare, education and financial services industries. ”
Previously, Shandong created Baidu's second-largest advertising agency company limited applied for listing the new ban, reporters read the open transfer instructions found in 2013, 2014, 2015 1 – June, to create a top five customers of the group are also hospitals.
2015 1 June, for example, company top five customers for Jinan Qing Hua hospital, Jinan Kowloon urological hospital, Jinan family infertility hospital, Oriental medicine hospital, Jinan in Shandong province women's Hospital, 5 hospitals of 25.45 million yuan in sales, accounting for revenues in the current period 4.54%.
While going through the company's major contracts, can be found, the company's largest customers were either hospital or health care products company.
Earlier, the media quoted 2013 Putian Communist Party Secretary Liang Jiangyong as saying: "Baidu 2013 advertising volume of 26 billion yuan, private hospital in Putian City did 12 billion yuan. ”
There are sources, Putian of hospital relying too much on search engine advertising, 60% voted for search engines, hospitals in the search engine promotion costs accounted for turnover of 70%, 80%.
According to electric shock in Shenzhen e-commerce company founder Gong Wenxiang provides information, many big-city medical bidding terms up to the CAP, reached RMB 999 per click, which has led to a hospital in Putian and Baidu have deteriorated.
A medical profession recently received first financial reporter, said in an interview: "some has been running the more successful the hospital don't need advertising through Baidu, need most is some low-end hospital, Baidu's Guide there is some help for them. ”
Another industry told CBN reporter in Putian, in hospitals, many are engaged in consumer markets such as Andrology, Gynecology, plastic surgery, search engines as user traffic entrance, very important to them.
"In Putian, first to feel the most expensive bid Baidu Word viewed 999 Yuan is plastic surgery hospital, Baidu is that they have the money, the hospital opened and all these years too many, depends on Internet marketing with guests, prices soared higher and higher, would not stop the car. "Close to Baidu's business people within the industry said.
The people had to newspaper revealed, from ten years Qian plastic hospital began appeared, its advertising put on has been used has high frequency times high costs of promotion way,--"like snowball as more roll more big, to now, plastic institutions marketing cost even average accounted for its revenue of 50%~70%, get a effective user of cost has reached has 10,000 block; certainly, Baidu also was used bad has. "He said.
Is on the other side of the conflict, although bidding words so expensive, but so far, it's still in Putian hospital Gets the user's "most effective" way.
Responsible editor: Zheng Hanxing
Article keywords:Baidu ads hospital
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媒体：整形广告点击一次999元 百度已被惯坏|百度|广告|医院_新闻资讯
你认为人性最大的“恶”是什么？
在知乎的这个问题下，患上滑膜肉瘤的大学生魏则西曾给出答案：“百度，当时根本不知道有多么邪恶。” 他曾在百度搜索第一条找到了某三甲武警医院的生物免疫疗法，并在这里被一位多次上过电视的医生告知“保二十年没问题”。
但事实上，这家医院所采取的生物免疫疗法在国外早已因为“效率太低”而被淘汰；而早已被莆田系负责运营该院肿瘤科也并没有如宣传中那样，与斯坦福医学院有合作。
就在一年多前，百度与莆田系还因竞价排名事件打得你死我活。彼时，面对莆田系的联合抵制，百度态度颇为强硬，明确指出不会动摇“高门槛、严审核”的决心，并会加大整治以莆田系为代表的违规医疗推广。
然而，一年多的时间过去了。对待虚假医疗广告，百度改了吗？
资质审核存疑
西安大学生魏则西的去世，再次把百度医疗广告和莆田系再次推到了舆论的风口浪尖。
和百度此前曾多次遭遇的公关危机一样，百度这次所受到的质疑，仍集中在通过竞价排名机制推广虚假医疗机构，以及涉嫌提供诈骗信息导致诈骗行为。
“不管他是不是在百度搜了，不管是不是去这家医院，最终他很可能都难逃一死。但是正是因为他去了这家医院，一方面延误了正规的治疗，另一方面令他的家庭多负担了大量的医药费。”一位医疗行业从业者这样说。
在今年2月的知乎回答中，魏则西称当时把家里的钱算了一下，又找亲戚朋友借了些，一共花了二十多万，结果几个月就转移到肺了。
“我现在住院，找到了真正靠谱的技术，家里却快山穷水尽了。” 魏则西说。
对于魏则西的遭遇，百度方面回应称，在第一时间进行了搜索结果审查，该医院是一家公立三甲医院，资质齐全。目前已向发证单位和医院主管部门递交审查申请函。
但事实上，有网友提供的留存的搜索结果网页显示，在百度输入“软组织肉瘤”关键词后，百度推广（百度一种按效果付费的网络推广方式）中给出的搜索结果域名4g.wj2yzlk.com来看，这一域名显然并非医院官方网站。
看上去，百度连最基本的审核都未做到，却拿证照齐全作回应。作为重要的流量入口，百度搜索结果的导向指示责不可脱。
公开资料显示，百度每天送审的推广信息多达4.7亿条，除了常规的机器审核和人工审核外，还增加了近60人的审查团队，互换3班24小时不间断进行人工审查，希望从源头杜绝虚假信息流入搜索页面。
但为何虚假医疗广告仍屡禁不止？
或许正如“贴吧之父”俞军此前所说：“百度的核心问题首先是价值观，然后是激励机制。”看起来，目前百度的问题正在于价值观与KPI之间如何平衡。
毕竟，能力越大，责任越大。平台运营者不能仅仅考虑自己的商业利益，还必须为这个平台所影响到的人们负责。
可以对比的是，此前《连线》杂志报道，谷歌的广告部门为了利润，主动帮助卖假药者规避其公司的合规审查，使得大量假药、走私处方药、非法药物（如类固醇）广告网页长时间充斥其搜索结果。FBI曾派出卧底对谷歌进行过调查，最终谷歌不得不支付5亿美元和解，同时起诉违法广告商并重新雇佣了一个严格的新第三方验证机构。
根据今年1月，谷歌公布的数据显示，2015年共计屏蔽了7.8亿恶意广告，较2014年增长近50%。此外，该公司2015年还屏蔽了1万个销售虚假商品的网站，关闭了1.8万个销售虚假商品的帐号，同时屏蔽了1250万个不合规的药品广告。另外，谷歌还将3万出售减肥产品的网站列入黑名单。
医疗广告灰产背后：被惯坏的百度
就在五一前夕，百度刚刚交出了2016年的第一季度财报。财报显示，第一季度总营收为人民币158.21亿元，同比增长24.3%。
在百度营收增长的背后，医疗广告占据收入中多大的比重？
在公布财报后的财报电话会议上，百度CFO李昕晢在回答中金分析师提出的“贵公司的广告业务中，排名前五的广告客户来自于哪些领域？”时称，“主要来说，排名靠前的广告客户来自于本地服务、零售、医疗、教育和金融服务等行业。”
此前，百度第二大广告代理商山东开创集团股份有限公司申请挂牌新三板，记者阅读公开转让说明书发现，在2013年度、2014年度、2015年1-6月，开创集团的前五名客户也都是医院。
以2015年1-6月为例，公司前五名客户为济南青华医院、济南九龙泌尿专科医院、济南天伦不孕不育医院 、山东东方男科医院、济南阳光女子医院，5家医院销售额2545万元，占公司当期总收入4.54%。
而翻阅公司的重大合同，可以发现，该公司的大客户不是医院就是保健品公司。
此前，有媒体援引2013年莆田市委书记梁建勇的话称：“百度2013年广告总量260亿元，莆田民营医院就做了120亿元。”
有消息人士透露，莆田系医院过度依赖搜索引擎，广告投入的60%投给了搜索引擎，有医院在搜索引擎上的推广费用占到营业额的70%、80%。
另据深圳触电电子商务有限公司创始人龚文祥提供信息，很多大城市的医疗竞价词都涨到封顶，达到每次点击999元，这个价格也曾导致了莆田系医院与百度的交恶。
一位医疗界人士不久前接受第一财经记者采访时表示：“一些已经运营比较成功的医院不太需要通过百度来广告，最有需要的是一些低端的医院，百度的导流对它们还是有一些帮助。”
另一位业内人士则告诉第一财经记者，在莆田系医院中，不少都是从事男科、妇科、整形美容等消费级市场，搜索引擎作为获取用户的流量入口，对它们而言非常重要。
“在莆田系内部，最早感受到百度最贵竞价词一次点击999元的应该就是整形医院了，百度就是觉得他们有钱，医院那边这些年开得又太多，全凭网络推广带客人，价钱越飙越高，刹不住车了。” 有接近百度方面的业内人士向第一财经记者透露。
该人士曾向本报透露，从十年前整形医院开始出现，其广告投放就一直采用了高频次高费用的推广方式，——“像雪球一样越滚越大，到现在，整形机构营销成本甚至平均占其总收入的50%~70%，获得一个有效用户的成本已经达到了1万块；当然，百度也被惯坏了。”他说。
矛盾的另一面是，尽管竞价词如此昂贵，但到目前为止，这仍旧是莆田系医院获取用户的“最有效”方式。
责任编辑：郑汉星
文章关键词： 百度 广告 医院
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