With serious involution, how can the medical beauty industry achieve marketing breakthrough through private domain operation?

In recent years, society's impression of medical beauty has undergone a positive shift. The popularity of emerging social media such as Xiaohongshu, Shake, ins, etc. has provided a good soil for the development of the medical beauty industry. However, the rapid growth, along with some industry chaos, the government's regulatory efforts have been escalating, for medical beauty products, organizations, marketing and publicity channels and other aspects of the implementation of a full range of rectification. In addition to the public domain channels to promote the increasingly high cost of customer acquisition, customer retention rate is low, repeated epidemics, low price competition intensified and other factors, really slowed down the pace of development of the industry. In such a situation, how should the medical beauty industry crack these marketing dilemmas? Where is the future growth of medical beauty organizations? Lead the team to maxillofacial plastic surgery program to the industry leader, as a regional single hospital, 8 months time to add 5000 new users to bring 4.5 million revenue of Shanghai Seoul Liger Medical Beauty Hospital Deputy General Manager Xin BaoYin, in the EC "big names say growth" live, brought the "practice makes perfect" answer. A review! Apply for a trial one, blind price competition only brings the first single transaction traffic can not save profits can not get up according to the industry analysis, at this stage there are more than 80% of the medical beauty institutions are in a price war! In fact, there is nothing wrong with participating in competitive pricing, but through these ways to obtain a large number of customers, there are still many small and medium-sized organizations feel struggling, and have to continue the next round of price wars, which the vast majority of cases are still not clear about how to continue to operate. In fact, it is also the use of the wrong channel traffic platform, only one in the acquisition of customers, but do not know how to customer retention. Medical institutions in the past the logic of customer acquisition is very direct, in different platforms to spend advertising costs guests came, which will give their own psychological implication, the quality of these groups is not high, and will even form an atmosphere and misjudgment, this platform will be better, that platform is not good, it will be desperately low prices in a platform competition, more "volume". But after a good low price of the first single transaction, missing and then the overall service SOP to build. Do not know where to put the traffic, where to exist, how to control in what node with what kind of way, with what kind of hook, with what kind of intimate way to interact with it, in fact, many organizations have not thought about, or we have not done. Just focus on the traffic, which is a mistake in the way of business. The traffic brought by the advertisement cost is used once for the first single transaction, and then it is thrown into the system, letting it go to sleep, which is a problem in the operation of sustainable customers. So, although there is a price war in the medical beauty industry. But if you can use a stock approach, develop a good full life cycle SOP, retain it inside their public number, or retain it inside the small program, become a private domain customer, and then through the node management, through the hook, such as poster benefits, marketing activities to stimulate the stock of customers, and constantly reach the interaction, in the process, there will be a lot of traffic into the stock, it will turn into loyal fans, revitalize the Price war brought the initial flow, extend the life cycle of customers, and then gradually be able to get rid of the price war. Second, the medical beauty operation to the 4.0 era from the flow of management focus to stock management of private operations become inevitable Throughout the development of the medical beauty industry for more than a decade, it has been from the offline channel-based 1.0 stage into the development of e-commerce channels 2.0, and from the online e-commerce channel segmentation of the 3.0 stage, came to superimposed on the more scientific and technological innovations, technological empowerment of the 4.0 era. In this process, the Internet environment traffic dividend depletion, customer acquisition costs skyrocketed, and the low customer retention rate, the management team's lack of ability, the problem of low customer conversion rate also came to the fore. Engaged in the medical beauty industry for many years, Xin BaoYin mentioned a medical beauty industry phenomenon - the whole industry has a "traffic is king" gene, that is, the core logic is that the traffic is good, you can get users. This way of thinking and operation is also the cause of the current medical beauty organizations are facing a lot of difficulties. Such a business model, resulting in the guest came, the organization did not put the energy into the retention and referral, but also did not put the energy on the extension of the life cycle of the customer. It's equivalent to breaking corn, breaking one and losing another, and doesn't pay attention to and excel at maintaining user relationships, which is definitely becoming more and more costly. When the normalization of the epidemic brought about by operational uncertainty, the user to the hospital and the possibility of face-to-face communication and service plummeted, it will be found that the heavy investment, directly waiting for new customers to the door of the "one-trick pony" method drawbacks are more and more prominent, and gradually failed. Therefore, medical customers online, management of digital footsteps must be accelerated. How to do a good job of the stock of guests, how to do a good job of word of mouth, how to do a good job of customer service, is the key to improve customer retention, customer referral rate increase, but also to crack the focus of the business challenges. The private domain heavy users, emphasizing the characteristics of reach and re-purchase, medical institutions can repeatedly reach the user marketing content, low-cost user fission, to achieve the delivery of medical projects and brand reputation of the best marketing methods to promote. Third, the private domain of the medical beauty industry is more and more difficult to do the need to borrow the leverage of digital tools medical beauty industry to reach the user's way is mainly small red book, jittery voice, the United States, today's headlines and other public traffic platform. Medical beauty private domain refers to the common reach public domain to attract traffic to their own private domain, can be reached directly, do not need to pay, can repeatedly interact with the user, helps the brand customer acquisition, user retention and promote the transaction. The main purpose is to be able to avoid the limitations of public domain platforms and reduce promotion costs. The demand for light medical beauty has been very vigorously stimulated in the past two years, turning the previous trend of low-frequency and high decision-making for whole external medical beauty into high-frequency and low decision-making through light medical beauty. In this process, the customer is high-frequency to the month, it is necessary to repeatedly reach, how to produce a more viscous interaction with the user, with him to produce an intimate relationship, good customer maintenance. Need to rely on something like ECSCRM, with customer relationship management capabilities, labeling capabilities, tools that can assist in repeatedly reaching customers. Through the management to be efficient, to be effective, in order to change from the rough development to the refinement of the operation, dredge the public domain traffic to the private domain traffic of the road. EC for medical institutions to help mainly focus on customer attraction, customer management and sales empowerment, repurchase operation in these directions. At the stage of customer attraction and operation from public to private domains, ECSCRM can provide enterprises with marketing materials such as H5 microforms, posters, articles, business cards, etc., which can be directly disseminated among potential customer groups through social networks, helping to activate and retain customers, and bringing customer fission. In addition, through the EC channel live code, enterprises can rely on activity posters and other activities, with the help of tasks, lucky draws, friends fission and other welfare activities play, the channel live code will be placed on the web page, posters and other materials to stimulate customers to scan the code to add, you can play a rapid batch attraction of the effect of customer flow. One channel, one code, get customers randomly divided equally to departmental sales; one person, one code, get customers assigned to me, to protect the success of the sales of individual labor, more work, more pay. In terms of customer management, after diversion in the public domain, ECSCRM can integrate customer data from multiple sources and multiple ends, self-help build a labeling system and intelligently assign business opportunities, and real-time record customer sources, intentions, communication records and behavioral trajectories, etc., to form a personalized diagnostic and treatment files. Managers can design standardized service processes on this basis, and batch formulate follow-up plans, such as precautions before and after treatment, next care time, etc., and the system can automatically push reminders on a regular basis to improve customer satisfaction. The private domain customers will be synchronized to flow to the back-end CRM system, precipitated in time to become a corporate asset, but also to ensure that customer information will not suffer loss due to personnel departure. In the repurchase operation, ECSCRM connects the enterprise WeChat, medical and aesthetic institutions can precipitate the customers after the transaction to the enterprise WeChat, on the one hand, using the image of the organization to serve the customers, customized 1V1 and 1V multi-services, the customer can real-time through the enterprise WeChat direct consulting, the customer stickiness will be stronger, and the service will be more standardized; on the other hand, through the private domain sidebar provided by the EC you can directly select the marketing materials to the customer Conduct regular sharing activities, videos and card _ etc., to further explore the demand and enhance the repurchase rate. In addition, managers of medical aesthetic organizations can use EC intelligent reports to understand the marketing input-output ratio, staff efficiency, real-time conversion efficiency, order repurchase data, etc. EC also supports interoperability and interconnectivity with the treatment system, realizing the whole process from marketing to treatment, providing intuitive insights into the operation situation and potential opportunities/risks, comprehensively improving the organization's customer management efficiency, replacing people with mechanisms, and using the system to promote performance Growth. In the digital era of the medical and aesthetic industry, it is impossible to bypass the three "+": that is, online + offline, content + social, public domain + private ecological logic. Only through a complete set of logical digital operation management system, perfect private domain operation strategy, can help medical aesthetic institutions to better marketing customer acquisition, improve the conversion of re-order, to achieve performance growth, in the white-hot competition in the industry invincible. Apply for a trial