Putian people in hospital: off Putian, Baidu's search business is bad | | hospitals _ news
Opinion of Putian stronghold of dongzhuang whirlpool townOriginal title: hospital in Putian people: shut down Baidu search business is bad
On May 9, the State network group announced a joint investigation into Baidu's investigation results, that Baidu search results for relevant keyword PPC Wei Zexi choices for medical care has had an impact on the objective, Baidu PPC mechanism paying competitive weight is too high, business promotion identify unclear issues, affected the impartiality and objectivity of results, easy to mislead Internet users, must be immediately corrected.
Joint investigation team requested the company from May 9 to medical, pharmaceutical, health care products, and other related commercial promotional events for a comprehensive clean, without the approval of the competent authorities qualified medical institution shall not carry out commercial promotion.
Change the PPC mechanism, immediately adjust related technology systems, before May 31, 2016, with credibility as the main weight of the ranking algorithm is proposed and put in place; for commercial promotion information one by one add eye-catching logo, and risk.
Establish perfect Internet rights protection mechanisms such as advance payments.
"Deep reading" (app ID:shenduzhongguo) notes that in 2015, Putian, and Baidu have suspended cooperation in about a week, when Department of Putian hospital business is bad, so both parties to resume cooperation. Baidu search of high conversion rates to the hospital, private hospital in Putian has been inseparable from Baidu.
And the medical industry has become a Baidu ad revenue contribution in one of the largest of several major parts, so "Department of Putian" has "Baidu's big financial backers," said.
Heads of Department of the hospital in Putian, with respect, has become a community of interests on both sides at the time, one without.
Recently, several Department of Putian hospital staff to "deep reading" (app ID:shenduzhongguo) tells the story of 2015 and Baidu in Putian between on and off.
Putian, Baidu has a "bad"
"Deep reading" (app ID:shenduzhongguo) learned that Putian (China) health industry association was established on June 28, 2014, Member's membership includes more than 8,500 hospitals, members of the hospital staff to a total of more than 1 million people, Putian, the Association covers almost all medical institutions.
On April 4, 2015, Putian (China) health industry associations form a resolution by secret ballot by all the participants: all members on April 5, 2015 at 0 o'clock suspended cooperation with Baidu in a bid to promote.
Media reports said the cause of the incident is that the Department of Putian's Hospital cooperation with Baidu last year, will expire at the end of March. When negotiating a new framework agreement, Baidu to promote cost price by 50% per cent, only in order to get a certain percentage of rebates.
Department of Putian, many hospitals that cannot afford such high prices.
In work for a hospital in Putian City of Guizhou Lin Chen (not his real name) received "deep reading" (app ID:shenduzhongguo) said in an interview, after receiving notice from the Association, the hospital will suspend cooperation with Baidu.
Lin Chen, with respect, and Baidu was a "demand for hospital in Baidu, not Baidu needs a hospital. "The hospital is first created, a few heads to provincial capital find Baidu, signed a cooperation agreement, then to the Baidu account into advertising, Baidu by clicking on the deduction of fees.
"General enterprise in the Baidu account to deposit a sum of money in advance before, keywords consumers click business, and entered the hospital Web site links stored will automatically debit the account, once the Finish button, keyword search will stop, businesses need to pay again. "Lin Chen ...
Lin Chen says, "according to search click on a Web page, which are effective and which are invalid, generated much dialogue, dialogue later how many patients, Baidu has specific data. "If this time do not want to participate in paid search, users can manually switched off.
Closed after receiving notice from the Association and Baidu search, Lin Chen, "said will support, otherwise is seen by others as different molecules, next time you have a difficulty, it was difficult to find others. ”
Meanwhile, he thinks the way to press for Baidu does not have much of an effect.
Close the Baidu search hospital sales plummet
Lin Chen's conjecture was confirmed. Putian (China) Health Industry Association issued a resolution on the second day, Baidu, then through the Twitter profile responded, "Baidu's determination to fight false health will not change, high threshold, strict audits are Baidu to promote long-term sustainable mechanisms, not because of ' hospital ' hugs resisted relaxing the requirements, not to cooperate with any substandard private hospital. ”
After you close the Baidu search, how hospitals? "Bleak. "Lin Chen in such a Word.
Lin Chen said, Putian hospital attaches great importance to publicity and promotion, from psoriasis on the streets of small ads, advertisement in newspapers, on television, and then leap into Baidu ranked "in the past so many years, Putian hospital gradually Baidu as a major venue, have formed a very strong dependence. ”
Boycott for about a week or so, some smaller hospitals can't take it anymore. "Particularly specialized in Andrology, gynaecology hospitals, more than 80% of the traffic from Baidu search drainage, closes the search almost done anymore. "Lin Chen said.
Department of Putian, a Shenyang hospital staff Wu Peng to "deep reading" (app ID:shenduzhongguo) confirms that at some time after closing the Baidu search, hospital revenues plummet. "In the past it was waiting from your doctor, after closing the search into patients with doctors in the Office. ”
Wu Peng said that 360, search dogs and other search engine results than Baidu. This stops the Baidu search, in addition to mainly by word of mouth, such as ophthalmology, obstetrics hospital, and other hospitals are subject to a relatively large effect.
Quietly resume cooperation "cannot continue indefinitely without money"
"Response after a period of time, we have the pressure of survival. One cannot make people do not make money. "Wu Peng to" deep reading "(app ID:shenduzhongguo) said about resisting a week before and after, the hospital opened the Baidu search partnership. Industry associations can "turn a blind eye."
Department of Putian, familiar with the operation of the Hospital of Huangpu (not his real name) said in a media interview, without Baidu, Putian to pour out a large.
In the eyes of Lin Chen, Putian, Baidu is inseparable from the "gold". His hospital is a prefecture-level city in Guizhou province, each month to Baidu's advertising costs alone amounted to hundreds of thousands of people. "It's just five cities, if going north to Guangzhou-Shenzhen and other large cities, this figure will reach the number? ”
Fujian, according to local media reports, President disclosed in a specialist private hospital, private hospital in North Canton in Baidu up to put on the line in a year more than 30 million Yuan/about annually up to put in a private hospital, the provincial capital of 10 million Yuan.
Expert view
Baidu search extension should be included in advertising law
Internet observers, members of the Internet Society of China expert Guo Tao received "deep reading" (app ID:shenduzhongguo) said in an interview, because Baidu search marketing methods have not yet been included in the scope of the advertising, led to regulatory loopholes.
Guo's view, Baidu search marketing should be counted as advertising, clear search marketing is advertising in many foreign countries, "domestic advertising law revised a bit lagging economic development as a whole. ”
Under State law, all drug advertisements must pass through the departments of industry and commerce.
In future, pharmaceutical search advertising in the State food and drug administration and administration for industry and commerce aspects of the audit would be more strict, medical advertisements will be put in a more rigorous standard. Now language words are often exaggerated publicity on the curative effect of.
Research Center of the China Internet Association Secretary-General Hu Gang accept "deep reading" (app ID:shenduzhongguo) said in an interview, keyword advertising is displayed on the search result page of the search engine submission sites link ad. PPC keyword advertising price formation mechanisms, does not affect the legal characterization.
New law provides that operators or service providers of goods through some form of media and direct or indirect presentation of the goods or services you sell commercial advertising activities, this law shall apply.
Domestic investors will search for the keyword advertising services definition just for the paid to promote information services, refuse application of advertising law, it is a deliberate confusion, evade regulation, suspected of violation of the advertising law and consumer protection law and other laws and regulations.
Responsible editor: Wang Hao
Article keywords:Putian hospital
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莆田系医院人：关闭
百度搜索生意惨淡|莆田|医院_新闻资讯
舆论漩涡中的莆田系大本营东庄镇 原标题：莆田系医院人：关闭百度搜索 生意惨淡
5月9日，国家网信办联合调查组公布进驻百度调查结果，认为百度搜索相关关键词竞价排名结果客观上对魏则西选择就医产生了影响，百度竞价排名机制存在付费竞价权重过高、商业推广标识不清等问题，影响了搜索结果的公正性和客观性，容易误导网民，必须立即整改。
联合调查组要求百度公司从5月9日起对医疗、药品、保健品等相关商业推广活动进行全面清理整顿，对未获得主管部门批准资质的医疗机构不得进行商业推广。
改变竞价排名机制，立即调整相关技术系统，在2016年5月31日前，提出以信誉度为主要权重的排名算法并落实到位；对商业推广信息逐条加注醒目标识，并予以风险提示。
建立完善先行赔付等网民权益保障机制。
“深读”（微信ID：shenduzhongguo)注意到，2015年，莆田系和百度曾暂停合作大约一周，当时莆田系医院生意惨淡，所以很快双方又恢复合作。百度搜索给医院带来的高转换率，让莆田系民营医院已经离不开百度。
而医疗行业也成为百度广告收入中贡献最大的几大板块之一，因此“莆田系”有“百度大金主”之称。
莆田系医院一负责人直言，在当时双方已经成为利益共同体，谁也离不开谁。
近日，几位莆田系医院工作人员向“深读”（微信ID：shenduzhongguo)讲述了2015年莆田系和百度之间的分分合合。
莆田、百度之间曾有一次“不愉快”
“深读”（微信ID：shenduzhongguo)了解到，莆田（中国）健康产业总会成立于2014年6月28日，会员会员包括8500多家医院，成员医院员工共有一百多万人，该协会几乎涵盖了所有莆田系医疗机构。
2015年4月4日，莆田（中国）健康产业总会经全体参会代表无记名投票方式形成决议：全体会员单位于2015年4月5日零时起暂停与百度在竞价推广方面的合作。
有媒体报道称，此次事件发生的原因是，莆田系的医院们与百度的上一个年度合作将在3月底到期。在商讨新的框架协议时，百度提出推广费用提价50%以上，只有如此才能得到一定比例的返点。
许多莆田系医院觉得承受不起如此高价。
在贵州某地市一家莆田系医院工作的林辰（化名）接受“深读”（微信ID：shenduzhongguo)采访时表示，在接到总会的通知之后，所在医院就暂停了和百度的合作。
林辰直言，和百度合作是“医院在需求百度，不是百度需求医院。”医院刚创建时，几个负责人就到省城找到百度公司，签订了一份合作协议，之后给百度账号转入广告费，百度方面通过点击情况扣取费用。
“一般是企业先预存一笔钱在百度账户，消费者只要点击企业设置的关键词，并进入医院网站链接，预存账户就会自动扣款，一旦扣完，关键词搜索就会停止，企业需要再去缴费。”林辰介绍。
林辰说，“根据搜索点击了网页，哪些是有效的，哪些是无效的，产生了多少对话，对话后来了多少病人，百度都有具体的数据。”如果这段时间不想参与付费搜索，用户可以手动关掉。
接到总会的通知后就关闭和百度搜索功能，林辰说，“肯定得支持下，否则会被行业其他人当做是异类分子，下次再有困难找别人那就难了。”
同时，他认为这种方式给百度施压并不会产生什么作用。
关闭百度搜索 医院营业额直线下降
林辰的猜想后被证实。在莆田（中国）健康产业总会发出决议的第二天，百度公司再通过微博高调回应，“百度打击虚假医疗的决心不会变，高门槛，严审核是百度推广长期持续的机制，不会因为‘问题医院’的抱团抵制而放宽要求，更不会与任何一家不合标准的民营医院进行合作。”
那么关闭百度搜索之后，医院运营的情况如何？“惨淡。”林辰用了这么个词。
林辰说，莆田系医院非常注重宣传推广，从街头的牛皮癣小广告，到在报纸、电视上打广告，再大举转向百度竞价排名，“过去这么多年，莆田系医院逐渐把百度作为一个主要的投放平台，已经形成了很强的依赖性。”
抵制了大概一周左右，就有一些小医院受不了了。“特别是专门做男科、妇科的医院，超过80%的流量都来自于百度搜索引流，关闭搜索几乎做不下去了。”林辰说。
沈阳一莆田系医院工作人员吴鹏也向“深读”（微信ID：shenduzhongguo)证实，当时关闭百度搜索后一段时间，医院的营业额直线下降。“以前都是患者排队等医生，关闭搜索后，变成医生在办公室等患者。”
吴鹏说，360、搜狗等其他搜索引擎的效果，都远远不如百度。这次停止百度搜索，除了眼科、产科等一些主要靠口碑的医院外，其他医院都受到了比较大的影响。
悄悄恢复合作 “不可能无限期不赚钱”
“响应了一段时间后，大家都有生存的压力。总不可能无限期的让人不赚钱。”吴鹏对“深读”（微信ID：shenduzhongguo)说到，前后大约抵制了一周，医院方面又开启了百度搜索合作。行业协会也只能“睁一只眼闭一只眼”了。
熟悉莆田系医院运作的黄浦（化名）接受媒体采访时表示，不投百度的话，莆田系要倒掉一大片。
在林辰眼里，百度也离不开莆田系这个“大金主”。他所在医院位于贵州一地级市，每个月单单给百度的广告费用就达数十万之多。“这只是五线城市，如果是北上广深等大城市，这广告数字会达到多少？”
据福建当地媒体报道，一专科民营医院董事长透露，北上广的民营医院每年在百度竞价上最多的投放额度在3000多万元/家左右，省会城市一家民营医院每年最多投放额在1000万元左右。
专家观点
百度搜索推广 应纳入广告法规范
互联网观察家、中国互联网协会专家委员郭涛接受“深读”（微信ID：shenduzhongguo)采访时表示，由于目前百度搜索推广的方式还未被列入广告的范围，导致监管上存在漏洞。
郭涛认为，百度搜索推广的方式应该算作广告，在国外很多国家都明确搜索推广是广告，“国内广告法的修订有点滞后整个经济的发展。”
根据国家法律规定，所有的药品广告必须经过工商部门审核。
今后，医药类的搜索广告在国家食品药品监督管理局和工商总局两方面的审核就会更加严格，投放的医疗广告内容会更加严谨规范。现在用语用词都比较乱，经常出现对疗效夸大宣传的情况。
中国互联网协会研究中心秘书长胡钢接受“深读”（微信ID：shenduzhongguo)采访时表示，关键词广告是指显示在搜索引擎服务商的搜索结果页面的网站链接广告。竞价排名只是关键词广告价格形成的一个机制，不影响法律定性。
新广告法第二条规定，商品经营者或者服务提供者通过一定媒介和形式直接或者间接地介绍自己所推销的商品或者服务的商业广告活动，适用本法。
国内个别商家将搜索关键词广告服务仅仅定义为有偿推广信息服务，而拒绝适用广告法，可谓是刻意混淆，逃避监管，涉嫌违反广告法和消费者权益保护法等法律法规。
责任编辑：王浩成
文章关键词： 莆田 医院
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