Why do you want to be a doctor's personal IP
You are just a general doctor in the plastic surgery department of a public hospital. If you don't have a distinct personal IP, how can you influence others? Affect the industry? As an ordinary institution, without the spread of word of mouth and influential doctors, how can we reduce the high cost of obtaining customers?
Doctor's personal IP can be understood as the sum of personal brand and its liquidity. It covers the establishment of personal brand and emphasizes the value of personal brand exchange. By establishing your own personal brand influence, we can better extend the brand influence of our company. Create a unique doctor IP, stimulate users' sense of identity and emotion, and plastic surgeons will enter a new realm.
1, positioning
self-positioning
Plastic surgeons in China are either the pillars of plastic surgery in public hospitals, or they open their own hospitals and clinics, or they wander inside and outside the system. Every doctor can do hundreds of surgical methods, which one is the most focused after repeated practice? Combined with the characteristics of doctors' surgery, what kind of customer needs should be analyzed? For example, if you want to build a doctor IP for nasal plastic surgery, all the content output can only be related to nasal plastic surgery, not irrelevant content such as eyes and lips. In order to avoid fuzzy positioning. Focus on one field and occupy the user's mind.
Target customer orientation
The target customer orientation can define the consumption layer, and the clearer the customer orientation is, the more attractive the content built around IP will be. What kind of customers are the core target customers?
1) population segmentation
The group is analyzed by gender, age, income, education, region, family background, occupation and other dimensions.
Tools: blue public opinion, micro-index, Baidu index
(I will talk about the use of tools separately next time)
2) Psychological characteristics
Due to the different growth background and social environment, lifestyle and personality will be different, and the demand for products will be different. For example, users are well-off, art graduates, have more contact with plastic surgery, and have higher requirements for self-image. It is necessary to explain more plastic surgery knowledge to users and establish a good customer relationship.
For example, you have 100 students who meet the six requirements of "living in Chengdu for a long time, 18-25 years old, female, graduated from an art school, loves to eat hot pot and watch American TV shows". Pull this 100 fan into a group and answer their main plastic questions about rhinoplasty in the group. The rest is up to them to talk about American TV dramas and eat delicious food. This group is active enough. Occasionally send a rhinoplasty introduction and activity discount in the group, and the customers in the group will naturally buy it. When there are dozens or hundreds of such communities, realization is only the value added to the community.
3) purchase behavior
The user's understanding and use of plastic surgery reflects the user's purchase behavior.
Scenario: Under what circumstances will users have purchasing needs, such as job hunting, marriage, industry, etc.
Understanding: Never know-hear-interested-want to buy-ready to buy.
Plastic attitude: rejection-disapproval-indifference-affirmation-love.
Frequency of purchase: Occasionally or frequently.
Customer Care: Price-Effect-Duration-Precautions
questionnaire survey
channel positioning
In the choice of channels, we should concentrate on entering and make a hole. According to product positioning and target users, analyze which channel is the most suitable promotion platform. The mainstream platforms built by IP include Weibo, WeChat, live broadcast and vertical domain. It should be noted that any platform has a dividend period, and the dividend period of entering the platform is very important, which determines the future communication cost and space. Combined with the characteristics of the platform, the energy is maximized. For example, Tianya is to Diao Ye, WeChat is to Mi Meng, Weibo is to Ying, and it is more beautiful to Yang Yang.
2. Personalization of characters
Personality is the core of the whole IP shaping. You should be the truest yourself in the exhibition and have your own personality. I have met so many doctors, each with a different personality, such as gentle and meticulous, overbearing president, plain and lovely, rigorous and steady, and each doctor has his own different painting style. When we establish IP, we show our truest self and convey our distinct personality. No matter what kind of personality you are, there will always be people who like you. Users perceive emotional links, not lonely conversations.
Last time I happened to see a doctor chatting with the user, the user hoped to get more discounts. Our lovely doctor replied: I can't do it. Doctors are born with authoritative attributes. When the doctor said this, his face was cute and cute. This contrast effect can effectively enhance the intimacy with users. What users perceive is that the other person is as interesting and loving as himself. The personality difference of doctors makes the brand charm shine and makes others pay for it.
You don't have to influence everyone, and you don't have to influence all plastic surgery users, as long as you have a high influence on specific people. Establish your own market in this small segment. With the emergence of a large number of social platforms and vertical fields, the connection between people is simpler and more convenient. Professionalism and personality contrast are exchanged for higher influence. Interact with users through the corresponding platform. Complete the closed loop of business model in an appropriate way.
For example, Dr. Xu Zhiqiang, a more beautiful platform, called himself Xu's father in the process of communicating with customers.
The more beautiful the baby is, the surgery appointment of Xu's father is full, and too many babies have signed up. Father Xu's 45 years old has been over 180 days without rest. I hope that all the babies will continue to support Xu Dad! !
3. User connection
Only by talking to users can we really make IP hot. Establishing direct channels with users is far more trustworthy than simple and rude advertisements. Let users participate and build an IP brand that can be moved, owned and grown with users, so that it can be quickly remembered. Only by deeply linking users and understanding their needs can we provide help and advice at every step of user plastic surgery.
No matter which platform you enter, you should use the platform mode to interact with users and fans to achieve grounding. The so-called grounding gas is the ability to quickly make people trust.
Through the above positioning, we can find out the characteristics of users and understand their preferences. According to these, marketing activities close to users' psychology and behavior habits can better grasp and retain users.
In the interaction with users, get to know each of your users. Let me explain here, who are your users? Did you buy your project and come to the hospital for surgery? Is it your user? Actually, they are not. They are just your customers. Users not only buy your project, but also like your surgical method psychologically, agree with your personality charm and are willing to spread it for you. Only by truly establishing links with users, continuously paying attention to users and interacting with users can we establish real IP.
4. Commercialization
IP doctors refer to those doctors with excellent professional skills and personal charm, who can attract users for a long time through technology, cases and service attitudes and form a second word-of-mouth communication. These people can finally realize the powerful brand effect of individuals, institutions and platforms.
In the process of establishing personal IP, continuous output and time accumulation are needed. Nothing can happen overnight, whether it is an individual or a brand, it takes time to precipitate. High-frequency and stable output content, such as Weibo, at least 8 shared content every day, WeChat, 6 friends circle every day, vertical field, case accumulation and popular science presentation, all need to be managed. Just like the initial operation of the channel market.
In the past, many doctors needed 10 years to accumulate a group of followers. These fans are not only users, but also friends and are more willing to spread it for him. Now, the rapid discovery of the Internet and the rise of various platforms have greatly reduced the time for this kind of communication and accelerated the time for brand building. It is precisely because it can quickly and deeply link users.
IP doctor is not only a personal brand display, but also a traffic portal. Future commercialization methods include surgery, teaching, lectures, training, combination, recommendation, integration of upstream and so on. , and in different ways. Establishing doctor IP is only the starting point, and there is still a long way to go.