Dry goods

The medical beauty industry is a highly market-oriented industry and a fully competitive industry. No matter how strong the medical technology is, no matter how high the service level is, no matter how good the environmental facilities are, it will be difficult to move without effective marketing.

Professional marketing is the organic combination of marketing idea, marketing technology and marketing tools, and marketing strategy is the concrete embodiment of marketing technology.

The strategies of medical beauty marketing can be roughly divided into the following four categories:

I. Product strategy

The products mentioned here refer to the medical technology and services provided by hospitals to customers, which is what medical and aesthetic institutions usually call "projects".

Products are the link between medical and aesthetic institutions and customers, and the purpose of marketing is to sell products. Without good product strategy, only the product marketing effect will not be good.

Product strategy mainly includes two aspects, one is the mining of product value, and the other is the construction of product system. The former is to make products accepted by customers and meet their needs. The latter is to make products accepted by more customers and meet the diversified needs of customers.

What is the value of mineral products? What kind of product system to build? This depends on the medical characteristics of each institution. When formulating strategies, we should first highlight our own advantages in medical technology and form characteristic medical care, instead of grasping eyebrows and beards, that is, following the "longboard theory." Secondly, we should focus on those good products that can bring high performance. The so-called good products must meet the three conditions of "just need, pain point and high frequency". Therefore, medical and aesthetic institutions, whether planning packaging projects or designing product portfolios, must meet these three conditions through customer demand analysis and operational data analysis. Otherwise, it is difficult to work out an excellent product strategy.

Second, the price strategy

Price strategy is actually how to price and adjust prices. Pricing is active and long-term, while price adjustment is often passive and temporary.

The principle of pricing is to ensure the profit of products, reflect the value of products and be recognized by the market. Underpricing not only loses profits, but also affects the reputation of products and the brand of institutions. Therefore, when pricing, we should fully consider that brands can generate premium and services can generate added value, which can be converted into product prices. However, if the price is too high, it will also lose some market competitiveness and will not be recognized by customers.

Once the price is determined, it is relatively stable, but it is not static. Institutions should constantly adjust prices with the changes in the market, so price adjustment is also a strategy. At present, the price war in the medical and beauty industry is becoming more and more fierce. On the one hand, with the maturity of the market, the profit of plastic surgery technology should return to a reasonable state, and the era of profiteering has ended. On the other hand, the homogenization of products is more serious, and some medical and beauty institutions without dominant brands take the lead in reducing prices to attract customers, resulting in other institutions having to follow suit. However, when to adjust, what price to adjust, why to adjust the price, what purpose to achieve after adjusting the price and so on. , must be considered strategically.

When implementing the price strategy, medical and aesthetic institutions should set the current business objectives, whether to pursue profit maximization or market share maximization. Different business objectives determine different pricing strategies of institutions.

Although product price is influenced by many factors such as product value, institutional brand and market competition, as a strategy, price has its own independence and freedom. It is an effective strategy to design a graded price system around the graded product system to meet the needs of customers at different levels.

Third, approach strategy.

The way of medical beauty marketing refers to the way that a brand or product spreads through some media or intermediary, reaches customers and attracts customers to hospitals. In short, it is the way customers come to the hospital. How to inform and attract customers to the hospital? What different marketing measures have been taken? How to jointly use multiple channels and so on are the main contents of channel strategy.

In the medical and beauty industry, there are four ways for customers to come to the hospital, namely: network mode, tripartite mode, old customer mode and natural outpatient mode. The customers of these four channels have their own characteristics, and the marketing strategies are naturally different.

Network channel is formed through network marketing. Nowadays, it is increasingly difficult for small and medium-sized institutions to bid for medical beauty, and new media marketing such as WeChat, which is in the ascendant, has begun to emerge.

There are three ways to attract customers through third-party platforms or channels: offline channels include horizontal alliance channels such as traditional beauty salons and senior managers. Online, there are three-party medical platforms and medical beauty apps. The same feature of the three-way mode is the cooperative sharing system, which will give up some profits on the surface, but in fact the sharing takes place after the transaction, so the cost is more controllable.

The ways of old customers include their own re-consumption and the introduction of new customers by old customers. The number of customers in this way is closely related to the medical technology and customer service level of the medical and aesthetic institutions themselves. For every medical and beauty institution, the practice of old customers is a way to focus on making great efforts.

Natural outpatient channels can be subdivided into many kinds, such as those attracted by advertisements, those who come here, those who drop by and so on. The number of customers who come to the hospital through this channel is closely related to the brand of medical and aesthetic institutions.

Because customers are different in age, occupation, economic ability and consumption psychology, they will have certain dependence on the choice of channels. Therefore, the channel strategy is to formulate corresponding marketing policies and measures according to the characteristics of customers who come to the hospital through different channels, so as to make the channels for customers to come to the hospital smoother.

Fourth, promotion strategy.

Promotion is to promote product sales through advertising, public relations, personnel promotion and marketing activities. In the medical beauty industry, promotion strategies include two strategies: promoting hospital visits and promoting transactions.

Promotion is the last link of marketing, and it is also a crucial link. On the one hand, product, price and route strategy are the preconditions of promotion strategy. If the first three items are not done well, it will be difficult for this last link to be effective. On the other hand, if the promotion strategy is not done well, it is difficult to give full play to the effectiveness of the first three strategies.

What is promotion? Brand promotion, product promotion or price emphasis are the content choices or content strategies of promotion. How to promote sales? Outdoor advertising, online marketing, ground promotion or manpower promotion are all forms of promotion, or formal strategies.

In the medical beauty industry, the content of promotion is extremely rich, and the forms of promotion are endless. It can even be said that the marketing of medical beauty institutions is actually a kind of promotion.

In order to formulate effective promotion strategies, medical and aesthetic institutions must first establish a complete data collection, statistics and analysis system, keep abreast of the effects and efficiency of various promotion methods, and choose the best promotion content and form. Secondly, innovation is required to avoid the same promotion methods among institutions. Finally, and most importantly, do a good job in building a marketing team, strengthen the division of labor and cooperation among various departments and positions, and build an efficient operation system.

Nowadays, major brands and large and small institutions are using fission marketing tools, such as MIDA communication. Whether it is promoting brands or promoting sales, it can achieve good turnover. Even better, all kinds of marketing forms are suitable for outdoor advertising, online marketing or ground promotion. The marketing process takes into account drainage, promotion, retention, income, self-communication and other aspects. Operators only need to prepare promotional materials, and even don't bother to count marketing data.

The four strategies of medical beauty marketing are interrelated and interactive systems, and the members of professional marketing team should grasp them as a whole.