Compared with services such as babysitting and psychology, consumers of medical beauty services face greater risks, so we can judge that consumers have such characteristics when choosing medical beauty institutions:
1, consumers usually rely on word of mouth, not advertising;
2. Consumers mainly rely on price, personnel and physical facilities to judge service quality;
3. After being satisfied, they will be highly loyal to service providers;
Because of the high switching cost and inertia of consumers, it is very challenging to grab business from competitors.
Although after gaining the trust of a customer, the customer's loyalty will be high, but medical beauty institutions still need to use more skills to eliminate the uncertainty of customers before making a purchase decision.
Uncertainty can be managed. With tangible evidence that can be presented, "intangible services can become tangible".
If a medical and aesthetic institution defines itself as "professional", then we can design a series of marketing paths to make this positioning strategy tangible:
A better place.
The overall decoration should be exquisite and neat from the beginning, and the design of brand logo should be reflected in every corner, environmental design and reception area, staff clothing, promotional materials, and so on. The medical beauty industry will generally put more operating costs into the decoration of stores, which has obvious effects for consumers who enter the store for the first time.
More professionals
Because there is a doctor-patient relationship in the medical and beauty industry, establishing a doctor's professionalism can reduce the worries of consumers. The common number and expert number of big hospitals are obvious examples of differentiation. The difference between title and price can bring a psychological hint that higher consumption can buy more professional services.
More complex equipment
It is a marketing skill to gain more brand trust than other institutions by using the differences between domestic and imported instruments and drugs. However, this requires institutions to reflect this selling point when making promotional materials, invite customers to visit the instruments, and explain their comparative advantages with other instruments.
A more important symbol.
The name and logo of the institution can indicate the specialty of the medical beauty institution. When designing brand logo, we should consider more concise and easy-to-remember names, and we can use associative memory to make beautiful things into brand images to manage brand assets.
A firmer commitment
Invalid refund, free maintenance, promise of disposable medical tools and so on are all heavy weapons to dispel consumers' doubts. However, just like the return service of e-commerce, providing this service may bring higher sales and higher refund rate, which requires institutions to calculate the commitment cost according to past cases.
It is very expensive for an organization to do the above things, so based on the consideration of cost, it is necessary to choose tangible service skills and choose 1-2 to concentrate advantages, thus forming differentiation.
Positioning medical beauty institutions with high service quality and high price
1, add additional services
More delicious food, higher-end care products, more comfortable bedding and sleeping environment, mineral water bottles with hats and masks, small gifts after surgery and so on.
2. Higher personnel input
Creating a service experience that surprises customers needs to train service personnel, such as smiling, paying attention at any time, responding at any time and so on. This requires institutions to choose cheerful and lively service personnel during the interview.
I feel that it's almost enough to be a medical beauty fishing ~
Positioning medical beauty institutions with "high personal satisfaction rate and low price"
1, the price is lower.
Reduce service personnel and control service costs. However, reducing service personnel does not mean reducing customer satisfaction. Creating a relaxed and comfortable environment and free hot tea supply can alleviate customers' anxiety when waiting, and let customers freely choose whether they need the services of medical beauty consultants. Customers who don't need medical beauty consultants can enter the fast track to see a doctor directly.
2. Encourage customers to participate.
A clear guidance process can reduce the consultation rate of customers and shorten the service time. Encourage customers to fill out their own medical records and collect their own sundries.
3. Establish a customer community.
Use the invitation system to establish an online customer community, encourage customers to share their beauty-changing process in the community, and promise to ensure privacy. Provide some activities and offers to active members.
4. Serve customers selectively.
In order to establish a high personal postoperative satisfaction rate, it is suggested that institutions choose customers selectively, and customers with higher difficulty or zero profit can be given to competitors.
The personal satisfaction rate after operation is high, so it is necessary for the organization to pay a return visit to the postoperative customers and do a good job in regular member care. Advertisements promote the high personal satisfaction rate after operation.
Finally, to sum up: the service industry is an industry with a very large gap in social talents, and even standardized products are doing service marketing to increase brand value.
The characteristics of the service industry determine that this industry needs a high degree of unity between external marketing and internal personnel marketing.
But in fact, it is good to treat consumers as friends and actually sell products and services, and it is good for service personnel not to have a dead fish face.
Dean of Red Man Research Institute
Professional planning
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