In Beijing, a male hospital monthly bidding costs millions of yuan, “buy” more than 1,000 patients; hospital 3 to 4 percent of patients from the bidding channel. Beijing work Lin Nan open search engine, search for “Beijing male hospital which is good”, the top few hospitals, click on the link, the network doctors continue to send dialogue invitations, so he can not distinguish the true from false. What Lin Nan doesn’t know is that these “Putian” specialty hospitals are ranked at the top by bidding to several search engine giants. Reporter investigation found that the first-tier cities in the north, Guangzhou and Shenzhen, a group of companies with a number of hospitals from each patient to “develop” an average of 6,000 yuan in treatment fees, half of which is spent on “bidding rankings. The top ranking also brings considerable traffic to the hospital. The company’s network two director Li Delin (a pseudonym) revealed that a male hospital in Beijing, for example, bidding to bring “patients” accounted for 30-40% of the hospital’s annual visits, while a hospital’s annual promotion costs reached 80 million yuan. Hospital “bidding ranking dependence” after bidding ranking, and patient dialogue cost 341.37 yuan / article, effective dialogue cost higher bidding ranking, as a business to pay a certain fee to the search engine to buy keywords, in the search engine to obtain ranking exposure marketing tools, has now been widely used in the medical field. Reporter investigation found that the private hospitals involved in bidding, the main purpose is to import as much traffic as possible to the hospital through the top rankings, creating dialogue, and ultimately form to the clinic. From this medical company to leave the bidding commissioner provided to the reporter a bidding statement shows that from November 1 to November 6, 2015, the hospital respectively in several major search engines to spend a total of 45,061.08 yuan, a total of 132 dialogue formation, effective dialogue 88, dialogue cost 341.37 yuan / article, the effective dialogue cost is 512.06 yuan / article. The above hospitals consumed 45,061.08 yuan of bidding promotion costs, the amount spent in the three major search engines were 37,707.13 yuan, 3,951.32 yuan, 3,402.63 yuan, accounting for 83.68%, 8.77%, 7.55% of the total amount spent respectively. The cost of their visits also differs depending on the department. The reporter obtained a male hospital in Shanghai in November 2014 account bidding statement shows that the hospital in November on a search engine total consumption 408759.72 yuan, the consumption brought the number of visits to 91 people, the cost of arrival up to 4491.87 yuan / person. The secret of the keywords bidding commissioner revealed that a bidding account can cover 500 million keywords, “male hospital which is good” bidding the most expensive. The company’s main goal is to provide the best possible service to its customers. The purchase of keywords is an important step in obtaining rankings. Liu Lechang introduced that a fully saturated relevant account can have 100 promotion plans, 100,000 promotion units and 500 million keywords, 5 million ideas. “Most of the bidding keywords can be associated with ‘hospital, treatment, symptoms, cost and other terms. Sub-hospital words, cost words and treatment words, etc.” Liu Lechang said, according to the click rate is different, the search engine company will give quality rating to these keywords, the hospital in the purchase, its price is also different. He said, for example, in the bidding, “hospital” the most expensive, such as “Beijing male hospital which is good”; followed by the cost of words, treatment words, such as “how much does it cost to treat premature ejaculation”, such as The actual “How to cure condyloma acuminata?” The specific keyword bid cost according to the promotion of geographic areas, time and competitors to bid. “Search engine company promotion regulations, the keyword bid range in 0.01 yuan – 999.99 yuan. When the daily consumption exceeds the budget, the system will automatically go offline,” said Liu Lechang, if you want to rank in front for a while longer, then continue to charge money inside the account, no more money, your ranking fell. “Bidding ranking is a funnel-shaped structure, users click to filter, if the import of 100 “dialogue”, the formation of 10 “effective dialogue”, and finally one or two to the clinic. This, the cost of the accumulation of accumulation, the final formation of the cost of the visit may be tens of thousands of dollars.” Li Delin said. Li Delin said, in the first-tier cities in the north, the average male hospital can “develop” to 6000 yuan / person, or even more, of which, a patient needs to pay an average of 3000 yuan to the “search engine” promotion fee. Some hospitals spend 80,000 yuan a day to buy rankings in exchange for 200 to 300 conversations, to the diagnosis of more than 10 patients; bidding links cost money for each click on. “This company is very cautious, I was not even given a search account when I first joined.” In early December 2015, when Liu Lechang joined the company for half a month, he had been managing three search engine promotion accounts for Chengdu Tianda’s infertility program, with a daily bidding cost of just over 1,000 yuan, which he claimed was less addictive than managing a search account. Until about 20 days into the job, he began to take over the search account. “If I work the morning shift, every day to the company to spend an hour and a half to do the report, involving nine search engines.” Liu Lechang said. Another company’s bidding specialist Wang Liang (a pseudonym) and Liu Lechang’s experience is roughly similar. He has been on board for nearly 20 days, but now he can only organize the search engine account data, “no business account, can not see the number of conversations.” “Chengdu Tianda project daily bidding spend 40,000 to 50,000 yuan, the highest day consumption of 80,000, daily dialogue two or three hundred, can arrive at the clinic every day about ten people, the cost per capita to the clinic 3000 yuan.” Liu Lechang cheerfully said that after he took over the account, the project “dialogue is good”. In the continuous open source at the same time, the company is also suppressed within the bidding spend. “It is forbidden to click on our hospital and other hospital bidding ads, and violators are fined 900 yuan once.” Such a warning slogan is posted on the wall of an office located inside a hospital in Beijing, as each click is accompanied by promotion costs in the tens or even hundreds of yuan. In the internal “daily work management punishment system” of a Beijing network company, it is also mentioned that “it is forbidden to click on the bidding links, the clicker deducts one month’s salary, and those with serious circumstances are immediately dismissed.” Private hospitals buy rankings gradually lose credibility. Single hospital monthly bidding investment of millions of yuan, to the consultation accounted for 30-40% of the annual intake. Li Delin revealed that “the money will not be given to outsiders to earn, its services of the four hospitals, almost wrapped up the search engine among the top rankings. He said that a male hospital in Beijing, for example, with the search engine company signed a bidding contract of 80 million yuan per year, while there are some rebates. Li Delin said, in Beijing, a private hospital to pay the monthly promotion costs of millions of yuan, a month can bring more than 1,000 patients, accounting for a hospital annual arrival of 30 to 40 percent. “The model is the most important, and the model is also the most valuable, and this model is smashed out by money.” Li Delin said the original cost of a single patient visit was just over 1,000 or 2,000, now 3,000, and will be higher in 2016, a pattern he believes must change. He said, for example, a patient’s treatment is worth 1,000 yuan, but the Putian hospital because there are bidding, promotion costs follow, you have to charge you 1,500 yuan. It seems that the hospital more income of 500 yuan, but the reputation will only get worse. “Do not go to those ranked hospitals, there is no credibility.” A professor from the Department of Reproduction of the Third Hospital of Peking University was incredulous, in the reproductive clinical aspects, Peking Union Medical College Hospital is one of the best in China, but among the search engines, the Union Medical College Hospital are ranked more than 20.