In the digital age, how can medical and health enterprises create user value through digital marketing?

In the digital age, digital marketing makes it possible for enterprises to gain insight into users' needs, grasp users' portraits, and establish effective interaction with users, thus helping enterprises achieve refined marketing to reduce costs and increase efficiency, and greatly improving the operational efficiency of enterprises. For medical and health enterprises, due to the particularity of their industries and needs, how to actively create user value through digital marketing still faces some challenges. In this issue, we appreciate the new growth of sales dialogue 100, which will show you the considerable achievements made by Beike Bio in the exploration and practice of digital marketing and bring the best application practices to other enterprises. Click the link below to watch the full video: /ap/videos- 12074.html? Utm_source= Zhihu & Utm_medium= active marketing &; Utm_campaign= Drucker, the father of modern biological management in Beijing University, said that "marketing and innovation are two basic functions that any enterprise has and only has". Throughout the development history of China's marketing industry, from the initial "communication is marketing, and marketing is communication" to the "decentralization" brought by the popularization of Internet technology and the precise marketing brought by ABCD (artificial intelligence, blockchain, cloud computing, big data) technology, with the development of technology, enterprise marketing has gradually shifted from "extensive management" to the current "refined management", which has continuously brought efficient business growth for enterprises. According to the research of the Medical and Health Industry Management Center, unlike other industries (especially the Internet industry), the digital marketing of the medical and health industry is still in a relatively basic stage of digitalization. Many enterprises still adopt traditional marketing methods, which leads to high marketing cost, but little effect. In the post-epidemic era, the medical and health industry still faces many challenges and urgently needs new marketing models. 0 1 digital tools help enterprises and marketing teams to beat the vanguard in the past. In order to seize the increment of users, medical and health enterprises rely more on mass content distribution or planning various offline activities to "bomb" the market. At first, the effect was good, but with the disappearance of the traffic bonus, the simple and extensive way of obtaining customers will be unsustainable, or even unsustainable. First of all, excessive marketing brings more and more troubles to users, leading to marketing fatigue; Secondly, because the target customers are huge, widely distributed and scattered, it is difficult for this marketing method to cover all groups and long-term marketing customers; Moreover, without the support of digital tools, it is difficult to accurately obtain user portraits and accurately grasp user needs; At the same time, the lack of tools and mechanisms for effect evaluation leads to waste of resources. In short, under the traditional marketing model, the only thing customers have to do is "passive reception", only considering "want" or "don't", and customers "wait" to be persuaded to buy the products of enterprises. At the same time, due to the lack of data precipitation, it is impossible to internalize marketing ability into enterprise competitiveness and create more value for users. In the post-epidemic era, the medical and health industry, as an industry that benefits people's livelihood, is restricted by policies and fierce market competition. From the incremental market to the stock market, the profit space has been greatly compressed, and enterprises have to abandon the rough marketing methods in the past and turn to refined operations. With the progress of the times and the development of technology, under the background of mobile Internet, the industry wisdom accumulated by the medical and health industry for many years provides a more scientific and efficient digital tool for the refined operation of digital marketing of medical and health enterprises. Through digital tools, the online and offline marketing methods are combined, multi-touch and user connection interact, customer behavior characteristics are collected in multiple dimensions, user portraits are accurately portrayed, and different users' needs are understood, so as to provide them with "thousands of people and thousands of faces" content, thus realizing marketing transformation. At the same time, in the whole process of customer marketing, users and their behaviors can be digitized, which can provide valuable decision-making basis for enterprises through data analysis, help enterprises control costs and reduce costs. It can be said that digital tools help enterprises and marketing teams play a pioneering role. The key to contact with customers is to provide valuable services. Under the background of networking and digitalization, enterprises are no longer the only participants in the market, and customers need to be connected, communicated, innovated and shared. Different from other internet industries, the digital marketing process of medical and health industry is still in a relatively basic stage, that is, we only reduce the cost of reaching customers through some digital means, and in the next link of the marketing funnel, enterprises need to think deeply about what value they want to create for our customers through digital means. This is because the key to establishing contact with customers is to provide valuable services. Only when the products/services provided are what customers want and can provide them with personalized value can we retain customers with limited attention, change from "one-time customers" to "lifelong customers", greatly enhance customer stickiness and realize life-cycle services. Generally speaking, this has a great positive impact on the "cost control, efficiency improvement and quality improvement" of enterprises. This requires enterprises to realize the transformation of digital marketing according to their own positioning and situation. Before the transformation, Beike had a very clear blueprint. First, I made clear my position and established my dominant position in a certain subdivision track. For example, it completely occupies the user's mind in storing immune cells; Secondly, be clear about what value you want to bring to your customers. This may be the pain point he is experiencing now, or it may be the pain point in some scenarios in the future. We can continue to connect users through cases and other content, which will arouse his voice and stimulate his needs; Finally, the most critical step is what value we should provide to our customers. Only by clarifying these, can we make better use of digital tools to help us achieve our marketing goals, thus realizing the transformation of digital marketing. In the process of digital marketing transformation, there are usually three stages: one is to structure the marketing process through digital means to improve management efficiency. Second, reach and connect users with digital, convenient and efficient means to keep users sticky. The epidemic forced many marketing behaviors that used to rely on offline scenes to go online. For example, online contract signing, Beike Bio can be effectively realized by enjoying the electronic contract ability of Customer Link CRM digital marketing platform. (Through the CRM digital marketing platform shared by customers, the official account of enterprise WeChat is opened, and online payment channels are integrated, so that users can directly view invoices and warehousing vouchers. Third, continue to deepen digital development, accurately understand users' needs, provide users with better and more accurate services, create value for users, and truly form a brand trust relationship with users. Reducing marketing costs through digital tools is only a short-term goal, and the long-term goal is to provide valuable services to customers through digital means. To make value marketing become the mainstream of digital marketing transformation of medical and health enterprises, we should look from the back to the front: how to measure the results, how to choose and conceive strategies, how to set the goals of enterprise data transformation stage, and so on. The business objectives of most medical and health enterprises are very clear, such as entering a new market, increasing online sales, establishing channels directly facing consumers, and raising barriers to competition and entry. At the same time, the marketing value goal is also very clear, such as establishing brand awareness and brand image, transforming social media fans into consumers or loyal users, and establishing a leading position in industry influence. However, in the process of implementation and selection, the goal is difficult to "measure" and there is no effective tool to support it; If the specific indicators of several dimensions are not clear, it will be difficult for enterprises to learn, gain insight and improve, and the relevant departments of digital transformation will not be able to judge whether it is necessary to increase investment in digital transformation, let alone help enterprises adjust their business strategies without data models and support. In enjoying the customer's value proposition, we divide marketing digitalization into several measurement dimensions: quantifiable, testable, analyzable, predictable and evaluable, with the aim of making value marketing mainstream. Therefore, in the product design of customer-connected CRM, it runs through the whole process of marketing, clue acquisition, transformation, business opportunity follow-up, order payment and service response, until the customer succeeds, the required indicators are put in place and corresponding nodes, and the set goals are affected by measuring strategies, and the goals are transformed into indicators. In the process of transformation, Beike Bio has quantified many process and result indicators by enjoying customers, such as the marketing channels of "WeChat official account, Xiaohongshu, Baidu, Tik Tok, offline activities, KOL, etc.", and can accurately count the incoming traffic data, traffic conversion rate and paid return rate of each channel. At the same time, feedback to optimize the marketing model of the enterprise, evaluate the marketing investment ratio of each channel, and predict how long it will take to reach the preset goal in the future. Make marketing quantifiable, testable, analyzable, predictable and evaluable, and make marketing no longer difficult. Le sells customers' products in terms of customer behavior profiling, and customers' needs can be accurately analyzed in various ways. For example, customers can judge what products/contents these users are interested in by reading Beike Bio's new media tweets and attending expert lectures, and carry out labeled and layered operations for such customers to improve marketing efficiency. Enterprises can plan relevant lectures and activities, and then they can provide valuable content for such customer groups. This digital service gives each label group personalized treatment. Personalized service, customers think that the whole service chain is centered on him, which makes customers feel at ease. In the future of digital marketing, the path of enterprise digital marketing is very long, and some support points are needed to ensure the effective landing of all links. As a strategic partner of Beike's biological value destiny, customer-friendly CRM has accumulated a lot of practical experience in the digital transformation of Beike. After the resumption of trading, the main support points of the digital transformation of Beike Bio can be summarized as "three capabilities": the first capability, unified platform and closed-loop business. The construction of Beike Bio-CRM system mainly involves three core businesses of "stem cells, immune cell storage and biomedical treatment", covering the whole business process from marketing activities, customer development and follow-up, contract payment and after-sales service. The marketing center, preparation quality control department, finance department and other departments of each division have a unified system platform and cooperate efficiently. The second ability is intelligent and efficient electronic signing, online collection and automatic verification. In the process of cooperation with customers, through mature technical means and service methods such as electronic signing, online collection and WeChat self-inquiry, the service experience and satisfaction of customers will be improved. The third capability is system integration and data concentration. The CRM system provided by Fan Xiang customers for Beike Bio has integrated the 10+ heterogeneous system, and the business flow and data flow are highly integrated, forming a closed loop of business data front-end and back-end value chain. It is through these three capabilities that Beike Bio's work in digital marketing ushered in gratifying development results in 2022. Digital marketing not only reduces the marketing cost and improves the work efficiency, but also brings the products/services he really wants to the customers of Beike Bio, which is what we call value. Only by making continuous efforts to bring value to customers, customers will be willing to recommend the products and services of enterprises to more friends in need, and spontaneously form a word-of-mouth effect to help enterprises acquire incremental customers at low cost or even zero cost. This is the customer success that enterprises need. This is not only the goal of selling customers, but also our own requirements. In providing digital marketing solutions for enterprises, Fan Xiang customers always think that the best way of digital marketing is to help enterprises focus on customers in digital transformation, while all kinds of digital support tools/solutions for Fan Xiang customers are based on the fundamental concept of helping enterprises "take customers as the center". Especially after the product goes online, the customer information of enterprises and their partners in the process of developing end customers can be fed back to CRM in real time. In the process of customer marketing development, customer portraits are clearer, and customers' needs at all stages of their life journey are more clear. Through the customer-friendly CRM digital marketing platform, help enterprises to provide more personalized services and products to customers, and at the same time ensure that the work of internal operations and other departments of enterprises is carried out around customers. In the future, customers in Fan Xiang will continue to consolidate their product strength and service strength, deepen the industry field, empower enterprises to better serve customers, bring valuable products/services to customers, and build a beautiful industry ecology.