Today, people's lives are inseparable from the network, "Internet +" has penetrated and covered every aspect of people's lives. Although large oral health care institutions are still the first choice of consumers, but oral health care + Internet into an inevitable trend. For patients with oral diseases, the consultation channel is affected by equipment, environment, physicians and medical technology and other professional factors, through the Internet + platform, patients can efficiently find the right physician and hospital.
"Oral health care + Internet" trend has become inevitable, women have become the main consumer of Internet oral health care
With the rapid development of the Internet, digital life is gradually replacing many traditional activities, the Internet oral platform gradually accepted by the public. Dental online platform channel role in the emergence. The core advantage of the Internet dental platform is that the platform breaks through the barrier of geographical information, dental consumers can quickly find the right products, doctors and medical institutions through the platform. "Dental health care + Internet" for the dental industry chain parties: patients, doctors, hospitals, manufacturers to provide a diversity of needs and convenience.
The trend of younger consumers in Internet+Dental Hospital is more obvious, and women are the main consumers. The research organization combined the data from the questionnaire survey and the New Oxygen database, totaling 70,000 people in the sample, online oral consumption of women accounted for a proportion of 86.2%, much larger than the male users. Compared with general oral consumption, online oral consumption is more favored by female users, which is due to the fact that female users are more fond of online shopping as well as love beauty more.
Beijing and other first-tier cities have more Internet dental users, with an average consumption of 1-2 times
Since first-tier cities have a higher speed of access to information than second- and third-tier cities, and there are more technology pilots in first-tier cities than in second- and third-tier cities, in the long run, the Internet+ in first-tier cities develops faster, and the proportion of people who use the Internet+ is larger. is relatively large. Therefore, first-tier cities are still the main zone for Internet oral consumption, with Beijing accounting for the most users at 18.3%. Divided by city, 88.5% of users through the Internet oral consumption frequency between 1-2 times, but it is worth noting that there are already 5.3% of users, consumption frequency of more than 3 times, for high-frequency users.
Internet oral users gradually detached from the traditional health consumption motives, 45.9% of consumers aim to change the overall image
Internet oral users' consumption motives mainly come from four aspects: treatment of oral diseases, work needs, make up for the dental defects and to change the overall image, which treatment of oral diseases generated by the Purchase motivation is related to rigid demand, and 78.1% of them will make oral consumption for this reason. It is worth noting that 60.8% and 45.9% of people will form oral consumption motives to make up for dental defects and change their overall image respectively. On the whole, the consumption motives formed because of "beauty" have exceeded the rigid demand. The motivation to consume because of "beauty" is rapidly taking shape and bringing in new consumer power.
Data from the "2020 White Paper on Dental Care" shows that from January to December 2019, the main sources of newly increased traffic in the dental business are: orthodontics, scaling/cleaning, teeth whitening, and veneers, which are the four items. Dental business continues to expand, from the dimension of traffic increment, "new" oral consumer items are increasingly favored by consumers.In 2019, about 35% of Internet dental users chose to consume orthodontics as an item, and 13.5% of Internet dental users chose to consume scaling/cleaning.
Three types of Internet + oral healthcare platforms have taken shape, and precision marketing has become a breakthrough in market competition
According to the difference in the entry point, we will divide the Internet oral platform into three categories: Type 1: pan-traffic Internet oral platform. From the general flow of the entrance to the entry, with no specific needs of consumers as the target, oral health services for its secondary / tertiary entrance, typical representative of the United States Dianping, Ali system, etc.; the second category: consumer medical class Internet oral platform. The second category: consumer healthcare internet dental platforms. targeting users with "consumer upgrade" needs, providing medical beauty and oral healthcare services with consumer healthcare services, typical representatives are: new oxygen, beauty chanting, etc. The third category: vertical oral healthcare internet dental platforms. The third category: vertical oral class Internet oral platform. To oral industry pain points as an entry point, vertical development of oral related business, typical representatives are: Bei Zhi, braces home, dental么么么. Today, these three types of Internet oral platform has been molded.
The 2020 Oral Healthcare White Paper survey shows that, at present, all kinds of channels/platforms for obtaining traffic are saturated, and the degree of traffic distribution is decreasing. We believe that as the traffic dividend continues to disappear, the main battlefield for the future marketing of oral healthcare organizations lies in precision traffic. Precision traffic refers to the Internet + dental medical platform single point of entry, through the video, graphic, community and other functions of the matrix, to attract a part of the population with specific needs, in order to accurate user groups in exchange for efficient user conversion.
The precise flow of marketing can greatly solve the pain point of the cost of customer acquisition of oral health care institutions, research institutions found that the biggest pain point in the operation of dental hospitals is the cost of acquiring customers, marketing costs become the largest expenditure. Combined with public information and institutions deep visit, medical beauty marketing costs accounted for about 30% to 50% of the total cost, about 4,000 yuan to 6,000 yuan / person, and as a related business of medical stomatology, its marketing investment is bound to be huge; oral health care institutions marketing costs are relatively high a little bit lower, but on average, also in the more than 30%.
"2020 oral health care white paper" from the 2029 oral health care institutions stationed in the new oxygen screened 810 oral health care institutions with large transaction volume, and divided into two categories of non-precision and precision marketing oral health care institutions, its marketing and revenue data show that: in these enterprises, 51.6% of the health care institutions have to participate in precision marketing, and have to carry out precision marketing Medical organizations have 51.8% higher single order value and 3.93 times more orders. Healthcare organizations that participate in precision marketing are able to place dental products more accurately to users in need, so their average order price and order volume are much higher than those of general oral healthcare organizations.
Precision marketing is a breakthrough point for the oral healthcare industry to effectively acquire customers, and the oral healthcare industry should base on accurate traffic and precise advertising through consumer big data.
-- The above data and analysis are from the China Dental Hospital Industry Market Outlook and Investment Strategy Planning Analysis Report by Prospect Industry Research Institute.
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