Marketing plan for the medical beauty and dental industry

As for the medical beauty and dental industry, it is indeed an industry very close to us. Basically everyone may be exposed to it now, whether it is teeth cleaning, orthodontics or implants, etc. Therefore, the overall market industry demand is still very large. Today we will talk about the online marketing strategies of the medical beauty and dental industry. It is mainly carried out through: medical beauty and dental industry data analysis, industry population analysis and investment strategy recommendations.

1. Analysis of the market environment of the medical beauty and oral care industry:

As people's living standards improve, the structure of oral needs is also changing. Originally, the medical beauty oral industry was mainly based on therapeutic functional needs, but now it is gradually evolving and upgrading into relatively luxurious preventive, therapeutic, and cosmetic needs. For example: orthodontics, porcelain teeth, teeth whitening, dental implants, etc., new projects launched in recent years are good examples.

In addition, according to the data, from the 1990s to the present, private dental institutions have made a great leap from small workshops to chain and hotel-style institutions dominated by large scale, high-end and modern management. As society develops towards diversified and high-end consumption, oral consumption items have increased significantly and are moving towards high-end.

With the diversified development of the dental industry, we also need to clearly understand several major characteristics of the dental industry:

1. Marketability: Hospitals have become the main players in market competition (outpatient departments, clinics)

2. Technical service: high technical content and high service ratio, different from manufacturing industry

3. Terminality: Consumers are individuals and have diversity

4. Stability: Different from the ups and downs of the catering, entertainment and other service industries

5. Medical industry: Disinfection procedures and disinfection effects must comply with the regulations of relevant departments

6. Longevity: No sunrise and sunset phenomenon, just need

7. Growth: Profits will naturally increase over time

8. Low risk: The risk is the lowest in the medical industry. For medical beauty and dental institutions, the basic capital supply chain is relatively stable. During the normal operation stage, the capital demand is not large and they can be completely self-sufficient.

In addition, the search trend of the dental industry is also increasing year by year, especially the development trend of mobile search is faster. There has been a slight slowdown due to the 19 epidemic.

There are 65,000 dental clinics in China. Zhiyan Consulting mentioned in the "2014-2019 China Dental Clinic Industry Panoramic Survey and Investment Prospects Research Report" that in terms of the number of registered dental clinics, the Asian market is in an advantageous position. In 2012, the number of registered dental clinics in the region was 173,000, accounting for 41.9% of the global total, of which the number of dental clinics in China was 65,000, accounting for 15.7% of the global total. Private dental hospitals and clinics occupy half of the dental market.

Image source: Baidu Marketing Center

Through the data you analyzed above, we can clearly know the overall market environment of medical aesthetics and dentistry.

1. The dental industry has expanded from just treatment to prevention, treatment, and beauty;

2. The dental industry has a lot of room for development, with private hospitals accounting for half of the market;

3. Among dental hospitals, there are many public specialists and private chain hospitals with famous doctors and excellent equipment.

In addition, data shows that the online search trend in the medical beauty and dentistry industry is also continuing to grow, so online promotion is currently an important way for medical beauty and dentistry to acquire users.

Online marketing population analysis is indeed very important for online promotion in any industry. Here I would like to share with you the current population data analysis of medical beauty and dentistry.

2. Analysis of the portrait of the medical aesthetic oral population

We have said before that dentistry belongs to terminal consumption. Every consumer in the medical and aesthetic dental industry is a specific natural person. Therefore, the consumer data analysis of medical dentistry must be conducted from the perspective of the consumer and from multiple different dimensions, so as to lay a good foundation for the positioning of the dental industry.

In the oral treatment category, the most important symptoms are periodontal disease, tartar, bad breath, yellowing, bleeding gums, periodontitis, and caries; and in restoration, orthodontics and dental implants are in greater demand. Except for whitening, most restorations are aimed at the elderly.

Three major difficulties faced by oral consumers:

a. Poor awareness. Currently, the attention paid to oral health is relatively low;

b. Restrictions on medical insurance policies: There are few medical insurance items in dental fee items, and most medical insurance items require designated hospitals and have low profitability;

c. The incidence rate is high but the consultation rate is low. There are many people with problematic symptoms, but the proportion of those who actually seek medical treatment is low.

In addition, there are many different ways to classify consumers for dental services. Different classification methods and standards will lead to many different classification systems. For example: by age attribute, there are children, adults, and elderly consumers; by geographical attribute, there are other categories. In addition, in the current environment, classification by payment ability is also a common method in our daily life. We can divide customers into "high-end" consumer customer groups, "mid-end" consumer customer groups and "low-end" consumer customer groups. However, this type of division is certainly not absolute, because a person may go through the stages of "high, medium, and low" in his life, or change from one group to another.

Consumer groups at different levels have different concerns:

1. Low-end consumers: They do not pay attention to treatment methods, prefer low prices, visit doctors less frequently, and do not listen to doctors’ advice;

2. Mid-range consumers: Due to limited ability to pay, they are more concerned about cost-effectiveness and generally inquire in more detail;

3. High-end consumers: They have sufficient financial resources and are more concerned about treatment methods, treatment environment, technology, materials used, and reputation;

Data source: Baidu Sinan

From the perspective of gender: the proportion of men is higher on the PC side, and almost equal on the wireless side.

From the perspective of age: young people under 30 are more concerned about dental health

In addition, the basic attributes are: most people have a bachelor's degree or below, their occupations are relatively high in education, computers or other industries, and people tend to have more interests in beauty, travel, leisure and hobbies. The areas with the largest populations are basically covered in first-tier cities such as Beijing, Shanghai and Guangzhou.

So, based on the above basic industry analysis and population analysis, how do we formulate corresponding marketing strategies?

3. Marketing strategies for the medical beauty and dental industry

We can make corresponding stratification based on the population situation, including core population (brand population), target population (consultation population), potential population (sick population), and build and operate corresponding adaptive structures based on different population stratifications.

Image source: Baidu Dental Industry Guide

In addition, we should match the corresponding marketing promotion highlights based on the different demands of the audience at different times.

When it comes to the actual construction of the big search account structure, we can mainly divide it into two categories: traffic diversion (product exposure) + lead conversion. Set up corresponding adaptation plans according to different conversion goals, and divide the corresponding units according to the specific parts of speech of the keywords.

In addition: It is recommended to combine existing high-conversion tools and styles for corresponding delivery optimization:

1.ocpc: The first level requires business authorization and data accumulation. If the daily conversion volume reaches 30 for three consecutive days, you can enter the second level;

2. Good Word Quick Submission: If it involves banned words, the system will not deduct points for the time being, but even if points are deducted, you can appeal;

3. As the Spring Festival is approaching, it is recommended to optimize the display style and use flash projection and creative materials to enrich the style and attract clicks;

4. As the end of the year approaches, the demand for teeth cleaning and dental implants is relatively large. It is recommended to increase the investment in a targeted manner according to the population and function.

The second is the information flow account building marketing strategy:

Image source: Baidu Dental Industry Guide

The information flow account can be constructed according to the different decision-making stages of the netizen audience. From front to back, it can be divided into project awareness display information (mainly to stimulate interest), price and hospital solutions (mainly to solve customer pain points), and purchase decisions (mainly to promote customer guidance to diagnosis and conversion). Each stage corresponds to different user pain points and demands, matches different outstanding advantages, and ultimately guides customers to high-consumption conversions.

The medical beauty and dental industry is indeed an industry that people have rigid demand in the current stage of rapid economic development. Using different delivery strategies to meet the needs of audiences at different stages is an operational skill that we need to focus on. The above is the marketing strategy analysis of the medical beauty and dental industry that the editor shared with you today. For more content, please continue to pay attention to Silk Road Academy and learn more different promotion tips.