The beauty industry is a very typical service industry, which contains obvious characteristics of the service industry, including: the product cannot be standardized; the service content is based on human beings; the service must require the presence of the customer; and the service provided is based on meeting the needs of individuals. The above determines the medical and general beauty industry with high trust attributes, that is, due to individual differences, medical beauty industry, there are "customers in the consumption of the characteristics of the difficult to evaluate".
In comparison with babysitting and psychological services, consumer purchases of medical and aesthetic services face greater risks, so we can judge that consumers have such characteristics when choosing a certain medical and aesthetic organization:
1. Consumers usually rely on word-of-mouth rather than advertisements in making their purchasing decisions;
2. Consumers rely heavily on price, personnel and physical facilities to judge the quality of service;
3. After being satisfied, they will be highly loyal to the provider of that service;
4. Since switching costs are high and consumer inertia exists, it can make stealing business from a competitor very challenging.
Although customer loyalty is high after gaining a customer's trust, medical aesthetics organizations still need to use more techniques to eliminate uncertainty before a customer makes a buying decision.
Uncertainty can be managed. Using tangible evidence that can be presented can make "intangible services tangible".
If a medical aesthetics organization positions itself as "professional", then we can design a series of marketing paths to make this positioning strategy tangible:
Better Places
The overall décor should be sophisticated and clean from the entrance, the brand identity should be reflected in the design of the corners, the environmental design and reception area, and the brand identity should be reflected in the design of the environment. all corners, environmental design and reception area, staff clothing, promotional materials, and so on. The medical and cosmetic industry generally invests more of its operating costs into the décor of its stores, and the effect this has on first-time consumers is obvious.
More professional staff
Because there is a doctor-patient relationship in the medical aesthetic industry, establishing the doctor's professionalism can reduce consumer apprehension. An obvious example of differentiation is the general and specialist numbers in large hospitals. The difference in title and price can bring about the psychological implication that higher spending buys more specialized services.
More sophisticated equipment
Using the difference between domestic and imported instruments and medicines to gain more trust in the product brand than other institutions is a plus marketing technique. But it requires the organization to produce promotional materials to reflect this selling point, you can invite customers to visit the instrument, and do a good job of explaining the advantages of comparison with other instruments.
More visible logo
The name and logo of the organization can indicate the specialty of the medical aesthetic organization. Consider a more concise and memorable name when designing a brand logo, which can be used to manage brand equity by using associative mnemonics to make a brand image out of something beautiful.
Stronger promises
Refunds for ineffective treatments, free repairs, promises of disposable medical tools, and so on, are heavy weapons to assuage consumer concerns. But just as with e-commerce returns, offering this service may lead to higher sales and also higher refund rates, requiring organizations to account for the cost of the promise based on past cases.
An organization can do a good job of these costs are very high, then based on cost considerations, in the choice to use the tangible service skills need to trade-offs, choose 1-2 points to focus on the advantages, so as to form a differentiation.
Positioning "high service quality and high price" of medical beauty organizations
1, increase additional services
More delicious food, more high-end care supplies, more comfortable bedding and sleeping environment, provide hats masks bottles of mineral water fountains, post-operative gifts and so on.
2, higher staff investment
Creating a service experience that surprises the customer requires training for service personnel, such as greeting with a smile, attention at all times, always responding and so on. This requires organizations to choose cheerful and lively service staff right from the interview.
It feels like it's almost time to be a Haikilao in the medical aesthetic industry.
Positioning of "high personal satisfaction rate and low price" medical aesthetic institutions
1, lower prices.
Reducing service staff to control service costs. However, reducing the number of service personnel does not mean reducing the customer satisfaction rate. Creating a relaxed and comfortable environment and supplying free hot tea can ease the anxiety of customers while waiting, allowing customers to freely choose whether they need the services of medical consultants, and customers who do not need the services of medical consultants can enter the fast-track direct treatment.
2, encourage customer participation.
A clear guide to the process can reduce the rate of customer consultation, while reducing service time. Encourage customers to fill out their own medical records and collect their own debris.
3. Build a customer community.
Use the invitation system to set up an online customer community, encourage customers to share their beauty journey in the community, and promise to ensure privacy. Provide certain activities and discounts to active members.
4. Selective customer service.
In order to establish a high personal satisfaction rate after surgery, it is recommended that the organization has a trade-off in selecting customers, and customers with higher difficulty or zero profit can be given to competitors.
High personal postoperative satisfaction rate requires the organization to conduct return surveys of postoperative customers, regular member care. Advertising campaigns are centered around high personal post-surgery satisfaction rates.
Finally, to sum up: the service industry is now the social talent gap is very large industry, even standardized products are doing service marketing, to increase brand value.
The characteristics of the service industry determines that this industry is the most need for external marketing and internal staff marketing highly unified industry.
But in fact, the consumer as a friend, the actual sale of products and services, service personnel do not have a dead fish face, it has been very good.
Redman Institute President
Professional planning
Idle time to write gossip
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