The Impact of Keyword Advertising on the Self-Paid Medical Service Industry － A Case Study on Patients Who Received Radiofrequency Operation on Nasal Obstruction and Snoring
Date Issued
2012
Date
2012
Author(s)
Chiu, Hsin-Mou
Abstract
“The Self-Paid Medical Service Industry” was developed to address the financial burden on hospitals, health care industry as well as to meet the diverse medical care needs from patients and the general public. “Key word advertising”, a popular internet medium with the characteristics of a) high consumer involvement and autonomy, 2) precise and real-time targeting, and 3) flexible budgeting with relatively high ROI, is effective to contribute to the operation efficiency.
Therefore, this research is to study a medical institute’s operation effectiveness after adopting “key word advertising” on those self-paid patients who received the nasal congestion and snoring surgery with the radiofrequency.
There are four research objectives in this study which include: (1) to identity the case hospital’s SWOT (i.e. strengths, weaknesses, opportunities and threats); (2) to understand how the “keyword advertising” was applied to the case hospital’s communication to the interested group; (3) to evaluate the medium impact of "keyword advertising" on those self-paid patients who received the nasal congestion and snoring surgery with the radio-frequency treatment; and (4) to summarize the finding from the case study to recommend the criteria and decision basis on how to apply the “key word advertising” to the self-paid medical care service.
This summarizes the conclusion of this study in the following:
1. The SWOT analysis of this case hospital was identified as a) the strength includes its credibility, professional competitiveness, variety of self-paid medical service, innovation web platform, effective leverage of CRM and offering of personalized consultation service; b) the weakness includes the increasing cost of labor and medical device; 3) the opportunity includes right location of high traffic business area with sizable population with affordability and interest for self-paid medical service and better impact of web marketing and word of mouth; 4) the threat includes intensive competition and the potential gap of adopting technology innovation timely.
2. The case hospital started to adopt “keyword advertising” at Yahoo! Search since 2007.
3. The media impact of the keyword advertising was evaluated based on a) the frequency of clinical visit, b) the expense from the self-paid patients, c) snoring treatment as the primary reason for visit, and d) the visit period skewed to Feb. March and April.
4. This study recommends three findings as followed: 1) adoption of proper web marketing tool was effective to increase the revenue for self-paid medical service; 2) adopting of “keyword advertising” was effective to differentiate peak vs. off season for better advertising budget allocation; and 3) there was opportunity to increase advertising share of voice during Feb. to April as well as to introduce more promotion package.
Subjects
National Health Insurance System
Global Budget System of National Health Insurance
Self-Paid Medical Service Industry
Internet Marketing
Keyword Advertising
Type
thesis
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