If Baidu deceives you, don’t be sad or impatient!
Why do most institutions go through so much trouble to find doctors with excellent skills but are still left in the cold? Why are half the agencies fully staffed but still overstaffed? Why is it that even though the organization has done various activities, its revenue is still worrying? The reason is actually very simple, because you don’t have a complete operational idea yet.
For a successful medical beauty institution, a doctor with good skills is only the first step. What is more important than good technology is the operation of the medical beauty institution. An institution is a brand that requires constant packaging and investment. It needs high-frequency display to attract users, otherwise it will soon disappear from people's sight. What is more difficult than finding a good doctor is the subsequent operation and brand building.
At present, in the market, no one has clear promotion channels and methods for medical beauty institutions. Everyone is in the exploratory stage. In addition to conventional advertising and channel types, other promotion channels and methods are different for various companies. The resources vary. Here, we have compiled a more detailed medical aesthetics operation plan.
1. Market analysis
2. Product positioning
3. Publicity channels
4. Setting goals
5. Team Structure
6. Performance Appraisal
7. Team Management
1. Market Analysis
Market analysis can be clear Understand the industry environment and trends, find market gaps, and position accurately. It is also the basis for implementing marketing strategies. The market analysis of medical beauty institutions is the same as the analysis of any industry. Here is a summary of some market analysis summarized before.
1. Market industry analysis
(1) Analysis of industry trends
Industry data analysis can be viewed through public financial statements, relevant industry stock output values, industry white papers, etc. Industry prospects.
The overall beauty target population in the United States is huge. The total consumer population penetration rate of medical beauty is 4.92. Among U.S. medical beauty consumers, female consumers account for 92%. The per capita number of plastic surgeries performed by South Koreans reached 13.5 times per 1,000 people, ranking first in the world. The penetration rate of China’s medical beauty market is 0.35. With the development of the economy, the penetration rate is gradually increasing, and the market space will continue to rise in the next 10-20 years. The medical beauty markets in South Korea and Taiwan both have doctors as the core, establishing “small but beautiful” medical beauty clinics. According to the development of China's medical aesthetics industry, considering our country's huge population base, the supply of doctors is still far from insufficient.
(2) Analyze category hot spots
Export relevant data through Baidu Index
Baidu Index is used to analyze the daily average search volume of category-related keywords, the daily average The higher the search volume, the greater the demand. Based on the combination of doctors' skills, select categories, concentrate efforts, and make single-point breakthroughs. Brand positioning also focuses on this category, occupying the user association.
2. Analyze competitive products and draw conclusions
Choose appropriate analysis methods to analyze and draw conclusions based on the analysis. A more comprehensive competitive product analysis requires the following dimensions:
(1) Competitors’ corporate vision, product positioning and publicity channels
(2) Target users
(3) Market feedback
(4) Core technology
(5) Operation promotion strategy
Summary and action direction
For the operations director of a medical beauty institution, analyzing competing products from the above-mentioned parts can focus on understanding the market data and operation and promotion strategies. Operation and promotion strategies can be analyzed from the channel management of competing products, such as offline advertising, market channels, Baidu bidding, soft article placement, QQ groups, vertical field performance, etc.
3. Draw suggestions based on the conclusion
Through the above analysis of the market industry, we can roughly draw a conclusion that has more market and commercial value. Then combine it with the conclusion to draw feasible suggestions. Whether it is the selection of categories or channels, it is recommended to focus on making breakthroughs at a single point.
Choose a category and channel as the main battlefield.
2. Product positioning
Through unique positioning, occupy the hearts of consumers, make products competitive, and companies can gain competitive advantages. Positioning is not about transforming the product, but about refining a characteristic that users identify with, endows it with the product, and captures the minds of customers.
The positioning theory can be discussed in a separate chapter. The more thorough and clear the target group analysis is, the more decisive it will be for later institutional operations and brand building. Only the most critical and important ones are discussed here.
1. Product positioning
Who to serve?
No difference: Provide one product or service like the entire market.
Differentiated: Cut out subcategories based on the characteristics of doctors and provide differentiated services. For example, focus on rhinoplasty. Screen out customers who need rhinoplasty and select target customers.
User needs
Choosing a hospital: Hospitals have a lot of advertising and are well-known.
Choose a doctor: The doctor’s personal brand is established and comes with its own traffic portal. A real and caring personal doctor.
The hospital brand currently includes the Eight Departments in Beijing, the Ninth Hospital in Shanghai, and Xijing in Xi’an. After nearly 20 years of accumulation, it has gained word-of-mouth reputation and is well-known. It is a plastic surgery hospital recognized by users. However, users do not know the doctor’s personal brand and technology. Is promoting the personal brand of doctors a gap in the market? Use one sentence to clearly describe your positioning, such as:
Your appearance, my face.
We have worked hard for 28 years for your 18th birthday.
2. Target user positioning
User group positioning is based on age, income, education, and region.
Target user portrait:
Analysis
(1) The age group for plastic surgery is mainly 20-40 years old, and the age structure is 70, 80 and 90. The main consumer groups are those aged 60 and 00.
(2) Compared with previous years, the age of plastic surgery has generally moved downward, and the children of the past have grown into people with spending power
In terms of gender The ratio of boys to girls is 1:1. Boys are more concerned about plastic surgery than we thought
3. Characteristics of target users
The more detailed the user description, the better the marketing plan. The more accurate it is. Generally from age, gender, occupation, place of residence, hobbies, personality traits, user skills, etc.
For example:
Personal information: Xiaomei
Occupation: Junior student at the Art Institute
Age: Post-90s
Body type: Appropriately fat or thin
Hobbies: Traveling, handicrafts, cooking
Personality: Outgoing, kind, a bit nosy, attention to details.
Internet experience: Moderate, 3 years of online experience.
Mainly used for: shopping, chatting, and learning.
Frequently visited websites: Taobao, Weibo, professional websites.
Average online time per week: 50 hours.
Supplement:
Xiaomei is a junior student majoring in dance and has a good family background. Last year she and her classmates opened a dance studio, which is mainly used for daily dance practice. and some commercial performances, but the profits were not good.
I usually don’t have much time in class and will participate in business performances. After graduation, my parents arranged to go to a state-owned enterprise, but they were not very satisfied. I was about to graduate, and I was not very clear about my future plans. I have been in love twice, but now I prefer to be with my friends, go shopping, spend money, dance and chat. Some dance videos are also often forwarded on Weibo.
Because art schools are more accepting of plastic surgery, I have known some plastic surgery knowledge since high school. I have tried micro-surgery type hyaluronic acid before. I am about to graduate, and many students in my class have chosen plastic surgery, such as nose surgery, double eyelid surgery, etc. They are becoming more and more beautiful, so they also choose comprehensive eye surgery before graduation. I also received financial support from my parents.
3. Publicity Channels
1. Online Channels
Basic website cooperation: Classic Plastic Surgery Network, Kanghua Plastic Surgery Network, Meibei.com, and Bianmei.com .com, 51Aimei.com, Beimeiji, Beauty Carefree, etc. The first step in promotion is to go online. This is the most basic. There is no need to spend money, just the maximum coverage.
Vertical fields: Gengmei APP, Soyoung APP, Yuemei APP, Medela, Beauty Artifact, etc. have opened cooperation services.
Live broadcast platforms: Huajiao Live, Inke Live, Douyu Live, YY Live, and Huya Live have opened live broadcast service accounts.
2. Offline channels
Advertising channels: newspapers, magazines, TV, radio, online dramas, points of sale, outdoor and other offline entrances are used to replace free entrances to the platform and events marketing.
Market channels: beauty salons, high-end clubs, cross-industry cooperation, commission rebates
Store channels: free WiFi, lottery activities, advertising displays.
3. New media promotion
(1) Basic brand promotion: establishment of official website, Baidu Encyclopedia, Sogou Encyclopedia, Baidu Tieba, Baidu Knows, Soso Q&A, Sina iAsk.
(2) Picture diversion: post watermarked pictures all over the Internet and get included in Baidu Pictures, Baidu Tieba Pictures, Baidu Encyclopedia, Sogou Encyclopedia, Duitang.com, Huapet.com, Sina Blog Articles Internal pictures and internal pictures in articles posted by news sources with high Baidu weight will be included in Baidu Pictures first.
(3) Weibo promotion: Establish a doctor’s personal account, follow relevant Weibo accounts in the industry, and maintain a certain degree of continuous innovation. Increase brand exposure. All positive content on Weibo @brand official account must be thanked in a timely manner, and all negative content must be responded to in a timely manner and a gift or apology must be given.
(4) WeChat promotion: The operation and promotion of WeChat public accounts requires a certain amount of time to develop. Service accounts and subscription accounts are opened. Service accounts are used to recommend preferential activities, and subscription accounts are used to popularize science knowledge.
Here are a few steps for reference:
Content positioning: Combined with product positioning to make content aggregation recommendations, the content does not necessarily have to be large, but it must be precise and consistent with the positioning of WeChat ID.
Accumulation of seed users: Initial seed users can be attracted by colleagues, friends, partners, Weibo traffic, official website traffic, existing users, forums, pictures, etc.
Account accumulation: Open a WeChat account and import target customer groups every day.
Guide small accounts to large accounts: recommend WeChat public accounts through the accumulation of fans of small accounts, and import fans to WeChat public accounts.
4. Data analysis
Spend some time every week to carefully analyze the data behind every Weibo, WeChat, and every channel. You will find the hidden meaning behind highly circulated content. The points of fit and relevance will help improve the quality of official Weibo and WeChat content, and make operations more down-to-earth.
What must be done is the data analysis of old customers. The cost of acquiring new customers is measured in thousands. Only the reputation and repurchase of old customers can fundamentally reduce marketing costs. Awaken customers from all dimensions, replenish already purchased items, buy matching items, buy daily items, buy something else, buy services...
4. Set goals
1. Early stage: The main purpose is to use user behavior, data analysis, comparison with product positioning, and purposeful optimization.
Focus on indicators: user source, consumption level, category demand, article data from each channel, number of reads, number of opens, conversion rate.
At this stage, the amount of data does not need to be large, but it needs to be true. If the source of users is, you can start with free channels. It would be better if there are some first-time resources.
2. Promotion period: The main purpose is to expand influence and attract users
Focus on indicators: channel data analysis, number of users, frequency of consumption, number of repurchases, and number of new users.
At this stage, with the cooperation of various resources and a multi-pronged approach, the number of users will grow steadily.
3. Growth period: The main purpose is to operate various activities, build reputation, and establish brand effect.
Focus on indicators: number of users, customer unit price, conversion path, and user regional distribution.
Supplement
Customer reception form
5. Team structure
This section introduces the organizational structure and the operation and promotion team of the medical aesthetic institution. The work responsibilities of members are of certain universality. Generally speaking, the structure of this market operation department is roughly as follows: one general manager, one online channel, one offline channel, network consultants, and on-site consultants. The allocation of personnel is determined based on the size of the medical aesthetic institution and channel expansion.
1. Operations Director
(1) Lead the formulation of the overall strategy to maximize the value of the hospital;
(2) Formulate hospital business assessment and strategic planning, And responsible for implementation and follow-up, recording and feedback, optimization and adjustment.
(3) Formulate plans for various existing businesses, focus on hospital operating efficiency, and ensure the preservation and appreciation of hospital assets;
(4) Organize and formulate the hospital's overall development plan and annual work plan , arrange inspections and guide summary work on schedule;
(5) Guide, inspect, and supervise the work of all departments, departments, and positions in the hospital, and correct deviations in the work at any time to ensure efficient operation of the hospital;
(6) Responsible for effective communication with various channels, mobilizing various resources, and promoting joint promotion of institutional products and related channels and media to improve the market branding of institutional products.
(7) Organize data reports for each product operation channel, and regularly collect and analyze similar competing products. Complete the planning and execution of activities and keep tracking records.
Job comments: In terms of job responsibilities, the operations director should be responsible for promoting the overall organization's brand and increasing profits. , operational strategy and plan formulation, channel construction and supervision, promotion implementation tracking, customer data analysis, team building and management.
2. Internet promotion
(1) Website construction: Improve the content of the hospital's website and update the website content around the current website structure. The hospital's information must be updated in a timely manner. Develop online marketing strategies and regional marketing strategies.
(2) Market Research and Analysis Responsible for the directional research, collection and analysis of market and customer information, combined with the hospital's own actual conditions, and put forward relevant strategic suggestions; formulate a systematic survey plan to form a comprehensive understanding of the market, customers, Competitor information and analysis reports.
(3) Activity planning: Cooperate with the hospital's marketing ideas, assist the marketing director in formulating online implementation plans, and cooperate with the execution of marketing activities; responsible for the planning, organization and control of online promotion activities, news, and event marketing.
(4) Self-media planning and promotion Responsible for the planning, content writing and promotion of WeChat and Weibo platforms. If you have combat experience, never give up no matter how bright or boring you are!
Job Comments: This position requires sensitivity to hot topics, as well as practical analysis, planning capabilities, promotion capabilities, and strong execution capabilities. Able to cooperate with copywriters in various online channels, and have a sense and practical experience in event marketing and hot spots.
3. Channel Manager
(1) According to the organization’s business development needs, find and tap cooperation resources that are beneficial to the company.
(2) Responsible for business development and cooperation, and establishing good business cooperation relationships with other clients and promotion channels (major markets).
(3) Analyze promotion data, adjust promotion strategies in a targeted manner, and select optimal cooperation channels.
(4) Assist in the operation and promotion of institutional products, overall planning and special planning.
Job Comments: As the name implies, channel managers are responsible for expanding various offline channels. All channel cooperation that helps improve organizational performance falls within the scope of work. The channel manager’s job responsibility is to formulate channel expansion plans and lead channel members to expand Analyze data for each market and complete the performance indicators set by the operations director.
4. Copywriting planning
(1) Clear project goals, quickly understand customer needs, and work closely with relevant collaborative departments to provide fast, accurate, and exciting desk support.
(2) Responsible for writing promotional copy and promotional materials.
(3) Responsible for creative content writing, writing relevant copywriting content for online activities, advertising communications, and online public relations manuscripts.
(4) Accumulate experience in creative output and content writing to form knowledge management for reference by other projects.
Job comments: The copywriting planning position is a text output position, which requires good writing skills, creativity, and a sense of hot spots.
5. Internet consultant
(1) Responsible for online online consulting services, using "Business Communication", "QQ", "MSN", "E-mail", "Message" We use the tools of "version", "forum, and three-party plastic surgery APP" to communicate with customers, answer their questions about plastic surgery and beauty, and provide customers with professional medical, health, and beauty advice.
(2) Use "Business Communication", "QQ", "MSN", "E-mail", community forums and other network tools and platforms to develop customers, and actively introduce and recommend hospital services to customers.
(3) Website message board and forum related content updates.
(4) Responsible for recording customer consultation status, recording customer consultation volume, questions, customer information, etc., responsible for establishing customer information files, online appointments and registered medical treatment statistics tables.
(5) Responsible directly to the supervisor, report and submit work plans, customer files, work and results to the supervisor.
(6) If the network consultant needs the cooperation of the customer service department, marketing department and other departments when receiving customers, the relevant department personnel will provide free support and cooperation.
Job comments: The position of consultant requires certain professional knowledge in medical beauty, and at the same time, you need to be responsible for customers, brand and performance.
6. On-site consultants
(1) Responsible for on-site consultation work for customers who come to the hospital. Customer information must be entered into the computer in detail.
(2) Continue to improve consultation under the guidance of the doctor’s plan; provide timely feedback on customer consumption trends to the doctor/medical assistant.
(3) Complete consultation on treatment courses, prices and other details; complete project recommendations and promote sales.
(4) Accompany customers with comprehensive services such as payment, photography, and file creation; be responsible for customer expense records, usage status, and confirmation signatures.
(5) Responsible for customer management, conduct effective follow-up visits to customers, and increase the repurchase rate.
(6) If the on-site consultant needs the cooperation of the customer service department, marketing department and other departments when receiving customers, the relevant department personnel will provide free support and cooperation.
Job comments: The position of consultant requires certain professional knowledge in medical beauty, and at the same time, you need to be responsible for customers, brand and performance.
6. Performance Appraisal
1. Operations Director
This position is responsible for the overall KPI indicators of the team, such as product operation data indicators, sales indicators, and user repurchase rate Etc., how to effectively decompose team indicators to each week, day, and each person is a question that the marketing operations director must think about every day.
2. Online promotion
The assessment indicators for online promotion are also different due to different channels, such as official website, Baidu, APP, Weibo, WeChat, other soft article promotion channels, etc. The operations director can according to the channel Set up different assessment indicators. Here we take the APP channel as an example:
APP assessment indicators
The data involved in APP operations generally include exposure, number of private messages, conversion rate, number of orders, visits to the hospital number.
Exposure: The exposure of all projects of the organization and the exposure of the main categories.
Number of private messages: the number of inquiries from users on each platform every day, the number of inquiries from new users and the number of inquiries from old users.
Conversion rate: Views are converted to consultations, consultations are transferred to orders, and consultations are transferred to hospitals. The conversion rate at each level can provide opportunities for optimization.
Number of orders: daily, weekly, monthly order quantity, optimized categories.
Number of hospital admissions: You can use one month at the beginning to only assess the number of hospital admissions. Set 30 users to the hospital per month, and gradually increase each month.
3. Channel Manager
Channel assessment indicators are directly linked to the organization’s operation data. So which data indicators can better guide our work during the organization’s operation and promotion process? For example: the number of channel cooperation, the number of channel users, user consumption, user repurchase rate, etc. are an assessment of many institutions as data indicators, and are also a basis for improvement and optimization work.
4. Copywriting planning
A. Copywriting skills: Deep writing skills, strong expression ability, clear logical thinking, and unique and agile creative thinking.
B. Creative ability: Able to complete creative copywriting planning according to the company's brand positioning, bringing a great leap forward in brand building and operation promotion.
C. Docking ability: Ability to communicate, coordinate and allocate work with channel departments, network departments, promotion departments, customers, etc.
D. Work attitude: discipline, teamwork awareness, and work responsibility.
Make score ratios based on these assessment indicators, and appropriately increase the scores of the two indicators AB.
5. Online consultants
The assessment indicators for online consultants are consultation conversion rate, online transaction rate, customer attendance rate, etc. It is recommended that the three indicators have the same weight, which can improve the professionalism of online consulting and maintain the brand image of the organization.
4. On-site consultants
The assessment indicators for on-site consultants are transaction volume and user repurchase rate. It is recommended that the two indicators have the same weight. If the transaction volume is used as the indicator alone, it will easily lead to excessive consumption by users and reduce the brand image.
8. Team Management
This section focuses on team operation and management. It is not only for medical and aesthetic institutions, but also applies to other industries. Based on personal experience sharing, team operation and management should Focus on three aspects: execution, goal management, and team cohesion.
1. Execution
For successful companies, there are various ways, but the most common thing must be execution. What is execution? It is to complete work goals and plans efficiently, quickly, and with quality and quantity.
The same market environment, the same opportunities, competitors have begun to advance various matters, but you are still in meetings. A company I once worked with was in a meeting every time we communicated about something. When I asked about the project progress and solutions, the answer was: We will solve it in a meeting. Later they died.
Advocate project responsibility system and flat management.
2. Target management
From the day the operations director gets the KPI, he should have digital management in mind, starting with annual goals, quarterly goals, monthly goals, and weekly goals. Breaking it down, an operations team without data quantification goals will run around like headless flies. The operations director team management process is actually a goal management process. Every project leader should have a clear goal direction.
3. Cohesion
Maintaining an efficient, happy, and dynamic working environment and allowing the entire operations team to maintain cohesion is the responsibility of each operations director. Team members frequently change jobs and are stable Poor performance will be detrimental to the development of the enterprise, so how to maintain the stability of the core members of the project is crucial.
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