Today, people’s lives are inseparable from the Internet, and “Internet +” has penetrated and covered every aspect of people’s lives. Although large dental medical institutions are still the first choice of consumers, dental medical care + the Internet has become an inevitable trend. For patients with oral diseases, treatment channels are affected by professional factors such as equipment, environment, doctors, and medical technology. Through the Internet+ platform, patients can efficiently find doctors and hospitals that suit them.

The trend of "oral medical care + Internet" has become inevitable, and women have become the main consumers of Internet dental medical care

With the rapid development of the Internet, digital life has gradually replaced many traditional activities, and Internet dental care has The platform is gradually being accepted by the public, and the role of dental online platform channels is emerging. The core advantage of the Internet dental platform is that the platform breaks through the barriers of geographical information. Dental consumers can quickly find products, doctors and medical institutions that suit them through the platform. "Dental medical care + Internet" provides diversified needs and conveniences for the parties involved in the dental industry chain: patients, doctors, hospitals, and manufacturers.

Internet + dental hospital consumers have a more obvious trend of becoming younger, with women being the main consumers. The research institution combined questionnaire surveys and SoYoung database data and found that among a total sample of 70,000 people, women accounted for 86.2% of online dental consumers, which is much larger than male users. Compared with ordinary dental consumption, online dental consumption is more favored by female users. This is because female users prefer online shopping and love beauty.

There are many Internet dental users in first-tier cities such as Beijing, and the average number of purchases is 1-2 times

Because first-tier cities obtain information faster than second-tier and third-tier cities, and first-tier cities have There are also more technology pilots than in second- and third-tier cities. In the long run, the Internet+ in first-tier cities has developed rapidly, and a larger proportion of people use Internet+. Therefore, first-tier cities are still the main areas for Internet dental consumption, with users in Beijing accounting for up to 18.3%. Divided by city, 88.5% of users consume oral cavity via the Internet between 1 and 2 times, but it is worth noting that 5.3% of users consume more than 3 times and are high-frequency users.

Internet dental users are gradually breaking away from traditional health consumption motivations, and 45.9% of consumers aim to change their overall image

The consumption motivations of Internet dental users mainly come from four aspects: oral treatment Diseases, work needs, making up for dental defects and changing the overall image. Among them, the purchase motivations generated by treating oral diseases are related to rigid needs, and 78.1% of people will make dental purchases because of this. It is worth noting that 60.8% and 45.9% of people respectively form oral consumption motivation to make up for dental defects and change the overall image. Overall, the consumption motivation due to "beauty" has exceeded rigid demand. The consumption motivation formed because of "beauty" is rapidly forming a scale, bringing new consumption power.

Data from the "2020 Oral Medical White Paper" show that from January to December 2019, the main sources of new traffic in the dental business are: orthodontics, teeth scaling/cleaning, teeth whitening, and dental veneers these four projects. The dental business continues to expand. From the perspective of traffic increase, projects for "new" dental consumers are increasingly favored by consumers. In 2019, about 35% of Internet dental users chose to purchase orthodontics, and 13.5% of Internet dental users chose to purchase teeth scaling/cleaning.

Three types of Internet + dental medical platforms have taken shape, and precision marketing has become a breakthrough in market competition

According to different entry points, we divide the Internet dental platforms into three categories: Category 1: Pan-traffic Internet dental platform. Starting from the general traffic entrance, targeting consumers without specific needs, dental medical services are its secondary/tertiary entrances. Typical representatives include: Meituan Dianping, Alibaba, etc.; the second category: consumer medical Internet dental platform. Targeting users with "consumption upgrade" needs, it mainly provides consumer medical services such as medical aesthetics and dentistry. Typical representatives include: SoYoung, Meibei, etc.; The third category: vertical dental Internet dental platform. Taking the pain points of the dental industry as an entry point, we develop dental-related businesses vertically. Typical representatives include: Beizhi, Braces Home, and Yamomo. Today, these three types of Internet dental platforms have taken shape.

The "2020 Oral Medical White Paper" survey shows that currently, various channels/platforms for obtaining traffic are becoming saturated, and the degree of traffic distribution is continuously declining. We believe that as traffic dividends continue to disappear, the main battlefield for dental medical institution marketing in the future will be precise traffic. Precise traffic refers to the single-point entry of the Internet + dental medical platform, which attracts a group of people with specific needs through a functional matrix such as videos, pictures, texts, and communities, and exchanges precise user groups for efficient user conversion.

The marketing method of accurate traffic can greatly solve the pain point of customer acquisition cost for dental medical institutions. Research institutions have found that the biggest pain point of dental hospital operations is the cost of customer acquisition, and marketing expenses have become the largest expenditure.

Combining public information and in-depth interviews with institutions, the marketing expenses of medical aesthetics account for about 30% to 50% of the total cost, about 4,000 to 6,000 yuan per person. As a related business, the marketing investment of medical aesthetics and dentistry must also be huge; The marketing costs of medical institutions are relatively high, but the average is more than 30%.

The "2020 Dental Medical White Paper" selected 810 dental medical institutions with large transaction volume from the 2029 dental medical institutions settled in SoYoung, and divided them into non-precision and precision marketing dental For the two categories of medical institutions, their marketing and revenue data show that among these companies, 51.6% of medical institutions participate in precision marketing. Medical institutions that engage in precision marketing have a single order value that is 51.8% higher and an order volume that is 3.93 times higher. . Medical institutions that participate in precision marketing can more accurately deliver dental products to users in need, so their average order prices and order volumes are much higher than those of general dental medical institutions.

Precision marketing is the breakthrough point for the oral medical industry to effectively acquire customers. The oral medical industry should carry out precise advertising based on accurate traffic and through consumption big data.

——The above data and analysis are all from the "China Dental Hospital Industry Market Forecast and Investment Strategic Planning Analysis Report" by the Qianzhan Industry Research Institute.