How to carry out advertising in the medical beauty industry? Case Analysis

Today, Qingguajun will share with you the analysis of medical beauty advertising cases, hoping to help advertisers with advertising marketing.

The main promotion and conversion methods for medical beauty products are: retaining customer information through forms, selling products, following/attracting fans on WeChat, downloading apps, etc.

In fact, the conversion of information flow advertising promotion also falls into these categories, but for specific industries, there are still corresponding points to note.

For medical beauty, external creative materials are crucial, and it is best to have character presentation to help enhance the sense of immersion .

The material direction can be done from two angles:

1. Take advantage of users' longing for beauty and find more original pictures of beauties as materials . However, everyone has different views on beauty. When testing materials, you should select more different types of beauty and conduct multi-dimensional delivery tests . Select the best-performing materials for continuous delivery.

2. Taking advantage of users’ fear of ugliness, the materials can specifically highlight various factors that lead to poor appearance, magnify and highlight them , and adapt to the functional needs of the promoted products. For example, whitening products can use materials with dark skin and spots, etc.

Specific optimization points are shown in several cases:

1. Customer information

(Form information type↓)

It is very important to simulate user reading behavior, guide the conversion logic smoothly, and use conversion gimmicks to directly hit user pain points.

In this case, the outer layer of the creative is a price list, but when you open the landing page, it is a question form + receive discount, the writing logic does not match;

The information on the first screen does not clearly state the price/promotional activities of the promotional content. The form logic is good, but the promotional information that induces gimmicks is also unclear, like a blank check.

Optimization suggestions:

① The outer creative and landing page content are unified, with an inquiry form or a discount registration form

② Multi-dimensional testing of materials. The four different types of double eyelids in the landing page can actually be used as material testing, or try before-and-after comparison pictures, etc.

2. Product category

(Product sales ↓)

Product effect is the key . Use more positive reviews and write good promotional copy, and user orders will come naturally.

This case uses before-and-after comparison pictures as the outer layer material, directly hitting the needs of target users. The landing page gives users a reason to buy in line with the season. However, it is still slightly lacking in user reviews, with insufficient quantity and poor ranking of the top few words.

3. Fan-attracting

There are many tactics for attracting fans, most of which use professional hospital/doctor IP to induce attention , focus on professional background introduction , and output case studies to help improve user trust . However, many platforms currently have restrictions on this type of promotion, so if you want to place an ad, you can only do so on available platforms.

During the operation, every link of the powder adding logic and powder adding operation requires data monitoring.

4. Application

(Application Download Category↓)

Application promotion should start from the app itself, highlighting the product's practical functions, ease of use , etc. In order to induce downloads, creative materials will mostly be high-click types. At the same time, operational optimization of the app store is also essential, and attention should be paid to ratings, positive reviews, download volumes, etc.

In this case, the product micro-plastic surgery model is used as one of the main functions and made into creative material for launch testing. The product interface also has trust endorsement, with celebrity endorsements, company listing information, etc.

At present, the qualification control for medical beauty advertisements is quite strict, and some platforms do not allow advertisements. In this case, you need to consider more on the platforms you can use. The promotion must be in line with the platform's tone, and the creative plan must meet the conversion needs. Dealing with audits is also inevitable, so it is necessary to explore and try more.

Author: Ai Qi bacteria

Source: Aichi SEM