At present, the operation types of medical and aesthetic institutions in the market are mainly divided into direct customers and channel hospitals, and the main ways to obtain customers are network new media, American industry channels, general advertisements, and famous doctors' IP. Of course, some organizations also do direct customers and channels, and at the same time use a variety of ways to obtain customers.

The development of medical beauty in China has been nearly 20 years. From the beginning, the direct customer is king, to the later channel is king, and then to the arrival of the new internet media era, there are more and more medical and aesthetic institutions, which are becoming more and more complicated. The first batch of people who do medical beauty made money, but times are changing. Now they also have to face the crisis and challenge of transformation. Everything is for survival, and then for profit, what's more, all parties want a piece of capital.

The era of running around and lying down to make money is over. Later, we found that the development of medical beauty in recent years has changed the operation mode, marketing strategy and consumer groups, and the pursuit of medical safety, surgical effect and excellent product and service experience remains unchanged. How to adapt to the changes of the times and create insurmountable value barriers for others by using their own advantages and characteristics such as technology, experts and products is the capital that every institution will not be impacted by market and environmental changes, and it is also a problem that must be clarified for the sustainable development of enterprises.

Second, the market analysis

Whether it is a channel hospital or a direct client hospital, there are both good and bad, which is related to the business strategy and financial strength of each institution. We won't make a horizontal comparison here. We might as well look at the market environment, recognize the form, find ideas and make a pair of directions.

In the past two or three years, channel medical beauty has faced three major challenges:

1, the market competition is fierce, and the problem of homogenization management is serious (you have someone else).

2. The government's industry supervision has intensified, the industry reshuffle has intensified, and institutional operations have gradually returned to the essence of medical care (stores and consumers are not fooled).

3. The popularity of the Internet and the development trend of new media have brought the transparency of industry prices, increased the influence of new medical beauty and made customers more rational. In the past, the sky-high price of channel hospitals was difficult to show (the price could not be sold).

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According to incomplete statistics, about 400 medical and beauty institutions closed down in the first half of this year, of which the channel accounted for the most, and the single channel model has reached the key node of life and death. At present, many medical and aesthetic institutions tend to focus on profit model and marketing routine. In essence, they use the platform of medical beauty to make quick money, and use a set of hypocritical rhetoric to lure stores to cooperate, euphemistically calling it * * * to enjoy resources and make money together. In the end, consumers will definitely suffer. There is no quality guarantee for low-priced products, and there is no repurchase rate for high-priced projects. In the end, they will find that customers and shops will be hurt. The ultimate harm is the medical and aesthetic institutions themselves, brand image and operating costs.

Straits Medicine is as good as Fortress Besieged written by Qian Zhongshu. Those trapped inside can't get out if they want to, and outsiders don't know why they still want to go in. Personally, if some traditional channel organizations want to get out of the predicament of being kidnapped by channels, they still have to get out of their own characteristic roads:

The first is to cultivate your own internal strength. The profit formula of traditional enterprises is: good model+good operation+good products = making money. For medical and aesthetic institutions, doctors, products, services and talents are the core competitiveness, and spreading brand image and value to customers in need is the foundation of marketing. Efforts, that is, medical and aesthetic institutions should make efforts in doctors' professional skills, distinctive features of appearance, refined humanistic care of services, and rational allocation of talents. Imitating and copying blindly is just learning to show off, just like learning martial arts. Only moves, no mind. You can scare people, but you can't go into battle.

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The second is to develop business ideas and broaden marketing paths. Channel hospitals can't just focus on traditional channels unless you have a high-end and stable customer base and a strong professional marketing team to support them. If we still concentrate on traditional channels, we will eventually be washed away by the big waves in the market. As for the reasons, I mentioned three points above.

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In essence, there are many marketing channels and methods about medical beauty. The traditional beauty salon channel that most of us understand is only a part of it, but it has been mythologized by many people, and now it has been stinky and rotten by the same industry. The key point is that people in many channels still can't see the big environment and direction clearly, don't want to change, and still live in a bubble, which is tantamount to going against the trend and killing themselves. Therefore, in addition to the traditional beauty salon channels, horizontal alliances, online and new media channels also need to be developed and valued. We need our own micro-marketing team, gradually abandon those cooperation channels with high rebate and low customer unit price, take the essence and discard the dross, and establish a direct customer marketing system suitable for our organization. Thinking determines action, and action will have results.

The third is to do a good job in the reputation and maintenance of old customers. The characteristics of medical cosmetic surgery determine that its consumers are not a group of people with high repurchase rate, but there are also differences. For example, compared with surgical customers, the re-consumption of skin and micro-finishing customers will be much more frequent, so it is also very important to maintain the reputation of old customers. The "28 Law" is also applicable in the medical and beauty industry. Instead of spending a lot of money constantly looking for new customers, it is better to put some energy and cost into serving old customers, and pass on really good technology and services, products and benefits to those old customers who trust you, which can also create a lot of value for the enterprise. Old customers have done a good job in word-of-mouth communication, and hospitals are not worried about the amount of surgery. The current market situation is that new customers look at the price and old customers look at the value, because old customers are familiar with you and trust you, which will save a lot of complicated communication costs. It's definitely not a new client you just brought in from outside. How to retain old customers can refer to the first point above.

Having said that, I just hope that everyone can find the problem first, find the cause of the problem, and then prescribe the right medicine, instead of blindly imitating and blindly following. Replacing long-term management with short-term profit-seeking vision must be a temporary solution rather than a permanent cure.

Third, the online operation plan

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How to promote hospital brand? How to establish a corporate image in the minds of consumers? How to choose such multimedia? Where does the direct passenger transport start? In fact, to put it bluntly, it is enough to find ways and means that are in line with our own positioning and have been widely tested and recognized. The road is simple. We must first know what we are good at and where our advantages lie. Secondly, we should know where the consumers are and what their needs are. Finally, through reasonable and compliant marketing and operation, let yourself establish contact with consumers, and then the performance results will naturally come.

The advantage of network new media is that it can spread at high speed and low cost through platform, content and strong IP, form accurate transformation for different user groups, enhance user stickiness and recognition, and enhance the brand image of hospitals in the hearts of consumers. Here I just talk about the new network media ideas that we can choose at present.

The first is to build a self-media rectangle, which is to let consumers know who we are, where we are, our characteristics and advantages. This includes WeChat, Weibo, Baidu series products, and many self-media platforms, including Baidu Baijia, Today Headline, Sohu WeChat official account, etc. Of course, this also includes the recently popular new media platforms, such as Tik Tok and Little Red Book. From these, we selected several key points to do our soft writing and brand promotion, to make our traffic pool bigger and complete, and at the same time, we can realize some hospital transformation.

The second is to choose a suitable vertical platform for promotion. The vertical e-commerce platforms here mainly include new oxygen, more beautiful, more beautiful, and public comments. According to the functions and characteristics of the platform, we will focus on promoting our own products and experts, achieve performance indicators through online operation, lock in customers and turn them into fans of the hospital itself.

Among them, it is recommended to start with beauty and new oxygen, because the flow is larger and more accurate. The sincerity of cooperative advertising in the initial stage is 20,000 yuan, and the platform in the later stage is basically around 10%. It takes 1-2 months to complete the e-commerce infrastructure, including several steps, such as division of labor, classification of goods packaging, design and production of detail pages, and updating of case diaries, before it can be officially put into operation. After going online, you can invest some advertising expenses every month, analyze the operation data regularly, and adjust the marketing strategy in time. As long as you can attach importance to its operation, I believe there will be achievements and fruitful results soon. And through online operation, we can keep abreast of market demand and trends, improve our service reception process and level, and the relevant personnel in the hospital can also get reasonable deployment, give full play to their specialties, improve their income and business level, and obtain professional satisfaction.

The basic structure of the team that initially operated the new network media includes:

Director of operations,

Graphic design,

Two new media specialists (responsible for case shooting, keeping diaries, brushing bills, data statistics, etc. ),

Online consultation (private letter, invitation, return visit);

The hospital includes:

Customer service (docking service),

Offline consultation,

Operate on several doctors.

The operation foundation is solid, which can rapidly expand the online new media promotion channels, replenish fresh blood at any time, improve performance indicators, expand the operation scale, and be targeted.

The success or failure of a hospital is related to many factors. I just talked about some of them today, which is my humble opinion. But I believe that as long as we can find the right direction, make a good positioning, understand our own advantages and customer needs, do our own work to satisfy our customers and conform to the trend, we will certainly have our own foothold.