Private domain marketing plan for the medical beauty industry!

In this age where looks matter, appearance anxiety has become the norm.

People with good looks tend to get more attention and opportunities, but not everyone is born beautiful.

With the growth of income and the upgrading of consumption structure, the appearance economy has gradually emerged. The medical beauty industry that can make people "radiant" has been accepted by more consumers and ushered in a spring of rapid development.

However, the cost of acquiring customers through public channels in the medical beauty industry is getting higher and higher, the quality of users is uneven, and the input-output ratio is mismatched, which has brought a cold snap to the industry, prompting more and more medical beauty institutions to begin to plan refined operations in the private domain.

Next, I will conduct an in-depth study of private domain marketing in the medical beauty industry around two questions:

1. Why does the medical beauty industry need to engage in private domain marketing? It mainly analyzes the development status of the medical beauty industry, the pain points in the industry's development, and the benefits of conducting private domain marketing.
2. How does the medical beauty industry carry out private domain marketing? The main analysis is how the medical beauty industry builds a private domain marketing system and conducts user operation planning.

1. Why does the medical beauty industry need to engage in private domain marketing?

1. Current market situation of medical beauty industry

(1) Although the growth rate of the medical beauty market has slowed down, there is still broad room for future growth, and non-surgical projects have performed well.

With the rapid growth in demand for medical beauty and the continuous increase in high-quality medical beauty products, China's medical beauty market has continued to expand, becoming the world's second largest medical beauty market.

According to iResearch Consulting data, the size of China's medical beauty market reached 197.5 billion yuan in 2020.

Affected by the oversupply in the market and the COVID-19 pandemic, the growth rate has slowed down, from a compound growth rate of 28.7% from 2015 to 2019 to 15.2%. However, it is expected that through 3-5 years of self-adjustment and transformation in the industry, the market will gradually recover and reach 311.5 billion yuan in 2023.

The rapid development of Internet media has made information more open and transparent, and consumers' awareness of the medical beauty industry has continued to deepen. Non-surgical medical beauty projects have gradually been sought after by consumers due to their lower risks and quick recovery. Their market share has gradually increased and is expected to reach 44.6% in 2023.

(2) The barriers to entry in the upstream of the medical beauty industry chain are high, profits in the midstream are compressed, and the downstream customer acquisition channels are diversified

Upstream pharmaceutical and medical device manufacturers have formed strong barriers with technology, qualifications, and brands, and have high profit margins;

The entry barriers to midstream medical beauty institutions are low, the competition landscape is relatively fragmented, and the bargaining power and profit margins are low;

With the development of the Internet, downstream customer acquisition channels have become more diversified. Multiple entrances have increased the difficulty of identifying user quality, and the cost of customer acquisition has gradually increased, becoming a pain point in the industry.

2. Pain points in the development of the medical beauty industry

(1) Market competition is becoming increasingly fierce, and profits of medical beauty institutions are shrinking

The demand for medical beauty continues to grow, leading to the rapid growth of medical beauty institutions with low barriers.

Faced with low upstream bargaining power, in order to grab market share, medical beauty institutions have invested high marketing expenses in marketing and promotion, and used price wars to exchange for customers, resulting in continuous compression of profits. Small and medium-sized medical beauty institutions are facing a survival crisis.

(2) The chaos in the medical beauty industry creates a trust crisis and prolongs consumers’ decision-making cycle

Medical beauty institutions engage in excessive marketing and black medical beauty incidents occur frequently, which has reduced consumers' trust and purchasing confidence.

Considering the safety and effectiveness of medical beauty projects, consumers need to collect and organize a large amount of information before making a decision, which lengthens the decision-making cycle.

(3) The medical beauty industry has a low level of onlineization and insufficient demand-accepting capacity

The epidemic has caused consumers to shift from offline store consultations to online consultations on a large scale, but the overall online level of medical beauty institutions is not high. Faced with the surge in demand for online medical beauty consultations, there is a problem of insufficient capacity to undertake.

(4) The cost of acquiring customers through marketing in the medical beauty industry is high and the accuracy is low

The demographic dividend has disappeared, the cost of public domain traffic has risen, the marketing expenses of the medical beauty industry have continued to increase, and the cost of acquiring customers has remained high;

Although multiple marketing channels have broadened the customer acquisition channels, the quality of channel users is uneven and difficult to distinguish, and medical beauty institutions face difficulties in choosing low-cost, high-conversion channels.

3. What benefits does private domain marketing bring to the medical beauty industry?

Simply put, private domain marketing for medical beauty is to attract users to private domain traffic pools through multiple online and offline channels, analyze and meet user needs, operate user relationships, repeatedly reach users with the marketing content of medical beauty institutions, and split users at low cost, thereby achieving a marketing method that delivers medical beauty projects and boosts brand voice.

There are three benefits to private domain marketing in the medical beauty industry:

(1) Reduce customer acquisition costs, improve channel accuracy, and expand profit margins

By setting channel active codes and analyzing the ROI of drainage channels, we can improve the identification of user quality, effectively feed back advertising, improve customer acquisition efficiency and reduce customer acquisition costs.

Users introduced from the public domain to the private domain can be reached directly and repeatedly without having to pay again, effectively reducing costs and increasing profit margins.

(2) Manage and operate the entire user life cycle to improve purchase conversion

Label private domain users, establish in-depth social relationships, and comprehensively cover the user's entire life cycle of "traffic-transaction-repeat purchase-referral", fully tap the user's value, and promote the increase of the user's medical beauty product purchase rate and repurchase rate.

(3) Scientific operation and management of medical beauty institutions

If medical beauty institutions access SCRM, they can improve the carrying capacity of online consultation and user operation management capabilities through functions such as intelligent speech and customer tags;

At the same time, by protecting customer resources, we can effectively avoid customer loss, unauthorized orders and other phenomena.

2. How to carry out private domain marketing in the medical beauty industry

Before studying the construction of the private domain marketing system in the medical beauty industry, we must first analyze two issues:

First, what are the medical beauty projects and service processes provided by medical beauty institutions to consumers?

Second, what are the characteristics of medical beauty target consumption?

1. Medical beauty projects and service process

(1) Classification and characteristics of medical beauty projects

Depending on whether surgery is required, it can be divided into surgical and non-surgical types .

Surgical projects include facial medical care, body medical care, skin medical care, oral medical care and other categories; while non-surgical projects are also called light medical beauty, including injections, skin beauty and others.

Surgical projects have relatively high risks and are characterized by low frequency and high price consumption, while non-surgical projects have lower risks and are characterized by high frequency and high price consumption.

Light medical beauty is popular among consumers because of its low risk and quick recovery.

Hyaluronic acid and botulinum toxin are mainstream injectable items. Skin beauty items have good efficacy and low risk and are expected to meet the demand for upgraded skin care consumption and replace some traditional skin care products with weaker efficacy.

(2) Medical beauty project service process

The medical beauty service process is divided into non-surgical project experience and surgical plastic surgery.

After inviting consumers to the store, non-surgical products are mainly guided to apply for membership or stimulate periodic purchases through project experience, while surgical products are pre-operative consultation to formulate plans, intra-operative treatment, and post-operative follow-up visits.

2. Target consumer portrait of medical beauty

(1) Basic portrait of medical beauty users

Women are the main consumers, and there is room for further growth in male demand.

Female consumers account for more than 90% of the population, and the average customer spending by males is 2.75 times that of females. There is still much room for improvement in the pursuit of beauty.

The mainstream group of medical beauty users are between 25 and 35 years old. Young people are open to medical beauty, while mature users have leading spending power.

The 25-35 age group accounts for 62.2%. The young user group is deeply influenced by the appearance economy and the rise of new media, and has a higher acceptance of medical beauty. Older users have stronger economic capabilities and more prominent consumption power.

The proportion of medical beauty users in high-tier cities is high, and there is broad space for the sinking market.

In first-tier and new first-tier cities, medical beauty users are generally more educated, have strong spending power, have a stronger pursuit of beauty under the influence of new media, and have a rich supply of medical beauty products and services, accounting for more than 65%.

Affected by the dual market penetration of the Internet and medical beauty institutions, the proportion of medical beauty users in second-tier and lower-tier cities has shown a gradual upward trend, and there is a large room for future growth.

Most of the users of medical beauty are undergraduates, and their average monthly family income is mainly between 20,000 and 50,000 yuan.

A good level of education increases users' acceptance of medical beauty. The characteristics of medical beauty projects, such as a wide variety of categories, a wide price range, a high frequency, and strong addictiveness, require users to have a certain economic foundation.

(2) Consumption demand preferences of medical beauty users

A variety of internal and external factors drive the demand for medical beauty among users.

The main reason why users choose medical beauty consumption is that anti-aging and beauty can please themselves and reduce appearance anxiety. They are also influenced by multiple external factors such as friends, Internet celebrities, and stars.

At this stage, most consumers choose medical beauty services mainly to improve their appearance and self-confidence. Medical beauty institutions need to give suggestions based on consumer needs, promote rational medical beauty consumption, and avoid excessive plastic surgery.

There are certain differences in specific medical beauty projects for different age groups.

Young consumers prefer optimization of facial contours and facial features. It is the only surgical project that has appeared among the post-00s, reflecting the young group's higher acceptance of medical beauty and different aesthetic needs.

People born in the 1990s prefer autologous fat, while people born in the 1980s have both facial and body shaping needs. Hyaluronic acid filling and facial fat filling are popular projects.

People born after the 1970s pay more attention to anti-aging, and popular projects include hyaluronic acid fillers and face lifts.

Medical beauty users obtain information mainly through the official websites of medical beauty institutions and vertical medical beauty platforms online, and mainly through beauty institutions and acquaintances offline.

The top five channels for users to obtain medical beauty information are lifestyle beauty institutions (50.9%) (such as beauty salons, skin management centers, etc.), introductions from acquaintances (45.1%), official websites/APPs of medical beauty institutions (38.6%) (such as the official website of Badachu, etc.), vertical medical beauty platforms (36.4%) (such as SoYoung, etc.), and various information sharing platforms.

From this, we can see that medical beauty users prefer professional, authoritative, and word-of-mouth recommendations from friends and family when obtaining information.

The safety of the project is the information that medical beauty users are most concerned about.

Compared with price, medical beauty users pay more attention to the safety of medical beauty projects when choosing them, including the legitimacy of product channels, the qualifications of medical institutions and doctors, and the safety of projects.

Therefore, while improving technology and reducing risks, medical beauty institutions need to build brand authority, increase visibility, and create a brand effect in order to attract more medical beauty users.

3. How to build a private domain marketing system in the medical beauty industry

After understanding the basic business content of the medical beauty industry and the basic characteristics of the target consumers, let us study how the medical beauty industry can carry out private domain marketing.

To introduce users from the public domain to the private domain, we need to achieve user conversion and repurchase, as well as low-cost fission through effective user management and user operation, so as to introduce more new users to the private domain and realize the closed loop of private domain traffic.

1. Channel diversion

Different medical beauty institutions have different customer acquisition situations in different marketing channels. Medical beauty institutions need to make specific choices based on their own positioning, budget, cost, and conversion data. Offline channels have lower costs, but the overall conversion cycle is longer, so long-term planning can be carried out.

2. User Management

After introducing new users into the private medical beauty traffic pool, it is first necessary to establish an emotional connection with the users through a welcome message, then analyze user behavior, label the users, output user portraits, and perform tiered management based on user characteristics.

In the personal WeChat scenario, consultants at medical beauty institutions can only manage consumer information by manually changing notes, adding tags, etc. On the one hand, the collected consumer information is relatively simple. On the other hand, when faced with a large number of consumers, they cannot quickly find consumers with corresponding characteristics, nor can they provide them with accurate product recommendations. The overall efficiency is relatively low.

In the enterprise WeChat scenario, consultants can use SCRM software to automatically tag users based on their reading, browsing, consultation and other behaviors. The rich tag content makes the consumer portrait more accurate, which can achieve twice the result with half the effort in subsequent refined operations.

3. User Operation

Once we have users in our private traffic pool and know the business processes of the medical beauty industry, what we need is to connect the two ends through content operation, community operation, event operation, etc., to guide users to achieve purchase conversion, repeat purchase, referral, etc., and achieve two-way growth of users and sales.

(1) Content Operation

What consumers are most concerned about in medical beauty projects is safety. The prerequisite for spending at a medical beauty institution is that the institution is trustworthy, so medical beauty institutions must establish their own formal, authoritative and professional brand image.

In an era where content is king, we must take consumers as the main body, think about what consumers care about and what they worry about, find the explosive points of content, break away from the past project marketing perspective, strengthen consumer cognition through professional science popularization and answering questions and an authoritative image, and attract consumer attention, consultation, and store conversions.

Diversified content layout to meet the diverse needs of consumers.

High-frequency hot content:

We capture the medical beauty issues that consumers are most concerned about (such as what are the better anti-aging methods? What kind of face is suitable for face-slimming injections?), social hot topics related to medical beauty (such as the plastic surgery behind the Battle of Changjin Lake), etc., and output content to provide consumers with advice from a professional perspective.

Popular science content:

The basic knowledge of medical beauty projects is explained in an easy-to-understand manner, so that consumers can have a preliminary understanding of whether they are suitable for such projects, whether such projects are safe, and whether the effects are long-lasting.

Medical beauty case content:

Explain the project content and process from the consumer's perspective, demonstrate the real results, and dispel consumers' concerns.

Marketing activities content:

Through anniversary celebrations, e-commerce promotions, and member rights marketing activities, we provide users with multiple consumer interest points, guiding users to understand and purchase medical beauty projects based on trust.

Medical beauty institution content:

Through industry honors, corporate qualifications, corporate medical activities and other content, we establish an authoritative, professional, and industry-leading brand image in the minds of consumers and increase consumer trust.

Content presentation is situational to enhance content absorption.

Grasp the pain points of consumers and present the content to consumers through pictures, videos, live broadcasts, audio, etc., so that consumers can better absorb the content through various forms such as questions and answers and lectures, attract the curiosity of potential consumers, and guide consumers to add consultants’ corporate WeChat for personalized plan customization, or join groups to learn about deeper content and more cost-effective medical beauty plans.

Strengthen the authority of doctors to occupy the minds of consumers and build a bond of brand trust.

Doctors provide consumers with practical solutions by delivering high-quality information, demonstrating high levels of professionalism, alleviating consumer concerns, building trust, and creating or enhancing brand value with their authoritative image.

Medical beauty institutions can create professional physician KOLs to make consumers trust physicians and introduce external traffic with physicians as the center.

You can also invite well-known experts in the industry to give guest speeches, use the experts’ fame to endorse you, and increase user trust.

Deliver content through multiple channels to boost brand voice.

Content is published through self-media channels such as medical beauty institutions’ WeChat public accounts, video accounts, Weibo, Douyin, as well as employees’ corporate WeChat Moments and private domain communities. Content is disseminated through multiple channels to increase brand influence and guide consumers to convert consultations.

(2) Community Operation

Before operating a medical beauty community, we must first think about why we want to establish a community?

I think there are three reasons:

First, allow consumers to obtain knowledge content related to the medical beauty industry and build trust in the platform.

Second, people feel they can get a bargain and stimulate consumption through the platform’s marketing activities.

Third, it can be shared with friends and spread, forming a good fission mechanism and providing a steady stream of new customers for medical beauty institutions.

Now that we have decided to build a community, what kind of community should we build?

Different product categories and operational purposes determine the differences in community users and operational focuses. Therefore, before building a private domain community, you must determine what type of community you want to build so that you can operate in a purposeful and targeted manner. Generally speaking, common communities are divided into welfare groups and fan groups.

Welfare Group:

Rapidly increase the number of fans through interest incentives, and then guide consumers to transition from low-priced items to high-priced items.

If you want to operate a welfare group well, you must first determine the bait.

Only when the bait is attractive enough can it have a strong appeal to consumers. Secondly, the rules for receiving benefits through fission must be well established. Finally, after consumers receive the benefits, the benefits must be posted to prove the authenticity of the activity and further stimulate enthusiasm for sharing.

Bait preparation:

Choose high-value, low-cost, and highly relevant bait.

You can offer low-price or free trials of ultra-micro bubbles, invisible braces, etc., and use preferential benefits to attract users to your store to experience them, and then provide guidance and recommendations.

Create a group and invite people:

Select high-quality seed population, determine fission method and operational division of labor.

Generally, benefits are distributed in three ways: by directly inviting XX people to join the group through the seed group, by sending a message on WeChat Moments to invite XX people to join the group, or when the group reaches XX people.

Benefits redemption:

After the user completes the specified task, the activity benefits need to be distributed in a timely manner, and the results of receiving the benefits need to be posted to the public to stimulate the enthusiasm of other users to recruit people and quickly expand the column variables.

Fan Group:

Achieve user transaction conversion and repeat purchases through a series of content and activities.

The fan group gathers together medical beauty consumers with most common attributes and characteristics. By outputting content and activities that meet their preferences, it mobilizes fans' enthusiasm for communication and improves purchase conversion and repurchase rates.

Building a community:

Traffic diversion involves a large number of user groups, and it is necessary to segment the consumption preferences of different user groups and carry out targeted operations for them.

For example, those born after 2000 adjust their facial contours, those born after 1990 prefer autologous fat, and those born after 1980 have both facial and body shaping. Only after common goals are established among users will the value output of the community become meaningful.

At the same time, group rules should be formulated to let users know clearly what benefits they can get by participating in the event, as well as the corresponding event rules. Finally, the roles of operators should be allocated to ensure that the event can proceed in an orderly manner.

Event Planning:

Activities carried out in fan groups generally include three types: promotional activities, content sharing, and theme activities:

1. Promotional activities create a rush-buying atmosphere through group buying, limited-time rush buying, etc. to achieve sales conversion;
2. Through sharing by experts, topic exchanges and other content sharing, users can experience the value of the community, enrich their medical beauty knowledge and strengthen trust relationships;
3. Theme activities output core values, enhance users’ dependence on the community, and increase user stickiness.

Incentivize interaction:

Mobilize community activity through effective valuable content, emotional interaction, red envelope benefits, etc.:

1. Output valuable content around the topic of beauty;
2. Communicate emotionally through holiday greetings, fan appreciation, etc.;
3. Liven up the atmosphere with raffle red envelopes of small amounts.

(3 ) Event Operation

The activities come in a variety of forms and have a variety of purposes.

Only by clarifying the purpose of the event can we plan it effectively. Otherwise, we will fall into the misunderstanding of doing events just for the sake of doing them and fail to achieve actual results. The purposes of medical beauty institution activities are generally divided into attracting new customers, retaining existing customers, promoting activation, and converting existing customers.

Attract new customers:

In addition to the new customer acquisition methods mentioned in our previous channel diversion, an important new customer acquisition method in private domain operations is marketing fission.

Since fission is a low-cost way to attract new customers, medical beauty institutions prefer it. However, when designing fission activities, they always consider the incentive mechanism too much and often ignore other aspects of fission.

Generally, successful fission activities have the following four important factors:

1. Strong willingness to share: In addition to being driven by interests, users’ sharing also has certain social attributes, so we need to consider what value the activity can add to users’ social interactions.
2. The recommendation cost is low: The social attributes of user sharing must be based on a specific scenario, so the scenario content should be refined to make users feel that sharing content in this scenario is a piece of cake.
3. The incentive mechanism is clear: fission has external altruism and internal selfishness. Users will only share after they know they can get the benefits they need from the activity, so the rules and rewards of the incentive tasks must be clearly defined.
4. Effectively avoid risks: Medical beauty activities are different from activities in other industries. A good recommendation means you become a good friend, but a bad recommendation may lead to a medical dispute. Therefore, we need to help users avoid risks after sharing during the activities. Therefore, when selecting products for the event, we should choose products with low risk and high popularity to dispel users' concerns.

There are four general ways to play fission activities:

1. Invitation rewards: In the event, old users can get corresponding rewards by inviting XX friends to join the group/add customer service WeChat/place an order. Tiered rewards can be set according to the number of new users invited.
2. Group buying among friends: In order to obtain a product or service in an activity at a lower price, users invite friends to join the group purchase. A certain number of friends can obtain the corresponding product or service by completing operations such as forwarding to friends circle, placing orders, etc. Group buying is suitable for minimally invasive medical beauty projects with a high average order value, easy for users to accept and high demand. The group buying price must be much cheaper than the individual store price, so as to stimulate users to share group consumption. For example, for botulinum toxin wrinkle removal, one bottle of medicine can be injected into multiple parts, which is not easy to cause waste.
3. Friends’ help: Similar to Pinduoduo’s bargaining activities, users can help by inviting friends to join the group and complete other operations until they can obtain the products or services of the activity at a lower price. The product selection for medical beauty projects is still a rigid demand project with high customer unit price.
4. Lucky Draw: Get corresponding rewards through lucky draw. During the event, users can have X chances to draw a lottery every day. After the chances are used up, they can share it on their Moments/Community, or invite X friends to join the group/add customer service WeChat to get new chances to draw a lottery.

Promote vitality:

When users maintain a certain level of activity, medical beauty institutions can better understand user needs, enrich user tags, and then form reasonable product solutions to meet customer needs. The following are some of the activities that can be used to promote activation:

1. Topic interaction: Allow users to participate in discussions through topic interaction, thereby enhancing the value of the community and improving user stickiness. For example: Will the skin become thinner the more photorejuvenation is performed?
2. Fun games: Users can gain corresponding points or medical beauty knowledge through fun games. For example: design an online medical beauty-related quiz game, and users can get corresponding rewards by answering certain questions correctly or passing the level.
3. Live lectures: Medical beauty institutions select hot topics or user-voted topics to conduct live lectures, allowing users to participate in live interactions.

Retention:

After we have done everything we can to attract users to the private domain, if we cannot effectively control the retention rate, then the work we have done before will be meaningless, and subsequent conversions will be out of the question.

The reason why users can stay in the community for a long time must be that the community can provide users with either benefit satisfaction, practical knowledge, or emotional sustenance.

• Punch in and sign in: Users can get corresponding rewards by punching in and sign in at fixed intervals, so that users can participate in activities driven by rights and benefits.
• Greetings and blessings: Increase user attention to the community by sending good morning greetings, holiday greetings, private messaging customers to send birthday wishes, and sending small red envelopes.
• Content sharing: Share medical beauty knowledge and add topic discussion sessions, so that users can increase their insights into medical beauty knowledge in the community, find like-minded people, and not feel alone on the road to medical beauty.
• Marketing activities: In addition to acquiring medical beauty knowledge and finding common topics in the community, achieving certain benefits through marketing activities is also an important means to increase their stickiness.

Conversion:

When users establish a trusting relationship with a medical beauty institution and maintain a certain degree of dependence, we need to complete user conversion and harvest traffic through a variety of activities.

• Limited-time discounts/flash sales: Offer limited-time discounts on high-priced products with strong demand to encourage users to make up their minds; offer limited-time flash sales on low-priced, high-popular medical beauty projects to give users a sense of getting a bargain. When doing this type of activity, please note that the frequency of the activity can be high, but the cycle of the activity should be as short as possible, and the medical beauty projects of the activity should be adjusted frequently to give users a sense of freshness and make them have expectations and attention to the content of the next activity.
• Discount coupons: In addition to big promotions, you can issue coupons for medical beauty projects to users from time to time to reduce their sensitivity to prices and encourage them to participate in activities.
• New product experience: After launching a new medical beauty project, users can be allowed to participate in the event in the form of a low-cost experience, but the safety and effectiveness of the new project must be explained in detail during the event to reduce users' concerns about risks.
• Group purchasing: Users can initiate a group purchase and invite group members or friends to participate. There is no task of attracting new members. The main purpose is to guide conversion through community benefits. The selection of medical beauty projects is still mainly based on high-priced, urgently needed projects.
• Live streaming sales: Medical beauty institutions provide corresponding explanations of medical beauty projects during live streaming events, and send live streaming benefits to guide users to purchase. Pay attention to the pre-heating of the live broadcast event and the rhythm control during the live broadcast event.

Before doing live broadcast, we must be clear about what the purpose of our live broadcast is?

The general purposes of live streaming are to accumulate users and sell goods. If the purpose is to sell goods through live streaming, the nature of sales will be stronger during the live streaming. If you want to accumulate customers, the content of the live streaming will focus more on content, using high-quality content to guide users to settle down and then realize conversion in the store.

Accumulated users:

When accumulating users during live broadcasts, we focus on building user trust through high-quality content and then converting them. When choosing content, you can generally choose popular science knowledge and product function demonstrations.

Popular science knowledge:

Generally, the choices include beauty, plastic surgery, etc. Since the authority of doctors is more easily recognized by users, the live broadcast of this type of content is best conducted by doctors.

During the live broadcast, try to explain the content in a straightforward manner. At the same time, the content can be broken down into topics to avoid overwhelming the user with information all at once, which would be difficult for the user to understand.

Thematic explanations can not only help users better absorb the content and increase their recognition of medical beauty institutions, but also stimulate their curiosity and enhance user stickiness.

Product function demonstration:

It can be divided into two forms: live broadcast room explanation and store exploration.

When communicating on topics in the live broadcast room, the functions, effects, methods and principles of the exhibits are demonstrated through oral explanations.

The form of store visits is to provide intuitive displays of offline stores, explain various project service modules, and specific product functions and effects, etc., so that users can have a comprehensive understanding of medical institutions through live broadcasts, enhance their trust, and help increase store visits.

Live streaming sales:

Live streaming e-commerce emphasizes conversion, and the key is to select a good product combination so that previously cultivated or newly introduced users can see the value of the discount and stimulate consumption.

There are four main principles to follow when selecting products:

Popular, cost-effective, lowest price on the entire network, and low decision-making cost.

Let users see real discounts, while minimizing their concerns about risks and reducing decision-making time.

In addition, because product selection needs to pave the way for subsequent related development, it is necessary to prepare order upgrade paths and member retention strategies in advance to maximize the value of medical beauty live streaming and avoid subsequent weak conversions after the live streaming.

After determining the purpose of live streaming to sell goods, how can we attract more people to enter the live streaming room through online promotion?

To promote live broadcast information in WeChat, posters are usually used as carriers to reach users through Moments, communities, public accounts, etc. There are several specific channels:

The participation rate of effective users entering the live broadcast room can be increased by setting participation thresholds and pre-live reminder functions:

• Set participation threshold: Before users sign up or enter the live broadcast room, you can set up a registration form to collect participants' information, usually name and mobile phone number, to lay the foundation for subsequent marketing.
• Reminder before live broadcast: Most people will forget the start time after signing up, so before the start of the broadcast, you can remind users of the start time through social groups, private chats, text messages, and reminder functions of the live broadcast platform, thereby increasing user participation rate.

How to improve user conversion in the live broadcast room?

Perfect live broadcast script design:

Design a complete live broadcast script and rehearse the speech before the live broadcast. Try to produce content based on social sharing as much as possible, so that users can not only get product value discounts in the live broadcast room, but also share socially.

Improve user participation in live broadcasts:

Live streaming is not a one-way output; it requires users to transform from mere viewers to participants in the activity.

In live streaming of goods, you can set rules for user participation and interaction to conduct on-site raffles, and stimulate users' enthusiasm for participation through limited flash sales, free gifts for sharing rankings, etc. In live streaming of popular science, you can conduct interactive Q&A, have guests answer questions, and set up raffles at certain points to encourage users to actively participate in the live streaming interaction.

After the live broadcast, share the following information:

The high-quality information produced during the live broadcast can be re-output in the form of videos, posters, etc., to extend the influence of the live broadcast and obtain more accurate clues.

4. Private SOP for the Medical Beauty Industry

(1) Why does the medical beauty industry need to develop a private domain SOP?

SOP (Standard Operating Procedure) refers to a series of standardized actions we need to perform on consumers after they add our WeChat account, such as private messaging, posting to Moments, and social networking interactions, so as to cultivate new users, activate silent users, and promote conversion and repeat purchases of new and old users.

The reason why we are doing private domain is to deeply explore the entire life cycle of users. During operations, we need to ensure that the experience each user receives is unified and standardized.

When there were only a small number of users, we could still barely distinguish the customer's stage and push content. But as the number of users increases and the time is extended to the entire user life cycle, how can we differentiate users and send content?

The SOP we are working on now is to be continuous and repeatable. During the operation process, we can use the SCRM system to combine the elements of customers, content, timing of sending, and push format, plan the specific content and rhythm of user contact, and let users enjoy unified and standard services.

(2) How to develop a private domain SOP for the medical beauty industry

Private domain SOP is a system composed of SOPs of multiple modules, including preliminary project research (competitors, users, stores, etc.) and formulating a project schedule based on the research information.

According to the different modules of the project, a series of contents such as community operation planning, circle of friends planning, store management, etc. are formulated. The following private domain SOP will focus on how to operate the SOP of community operation and circle of friends planning.

Community Operation SOP:

Positioning and classification of communities:

Community operation must first position and classify the community, clarify the basic characteristics of the users in our community, and then establish this community to accept new user traffic, educate users, or promote user conversion through welfare activities.

Content planning for the community:

First of all, we need to establish group norms. As the saying goes, there is no order without rules. Only by establishing good group norms for group members can the group develop in a healthy way and avoid phenomena such as indiscriminate sending of advertisements and deviation from the communication topic. Secondly, we need to ensure the continuous output of high-quality content.

Personnel management of the community:

The community needs a group owner to drive the atmosphere of the entire community and maintain the activity of the community. In the early stage when the community has few members and low activity, some group supporters can be added to support the community.

In addition, medical beauty professionals can be invited to conduct irregular interactive Q&A sessions in the group to solve user concerns from a professional perspective and enhance user trust and stickiness.

The incentive value of the community:

Give corresponding incentives based on the performance of group members, strengthen the sense of community presence, and motivate other group members by setting examples.

For example, matching reasonable medical beauty projects and the benefits that medical beauty institutions can provide according to user needs. Give certain material and spiritual rewards to members who actively participate in topics and activities in the group.

In addition to the introduction to the entire process mentioned above, the community operation SOP also includes the SOP for daily community maintenance, the SOP for operational growth, the SOP for community interaction, and the SOP for content planning on what content to deliver to users and when.

The more refined the community operation SOP planning is, the more unified and standardized the services users enjoy, and the more organized the operation process will be.

SOP for WeChat Moments operation:

After we add WeChat friends, in most cases we will look through their Moments and form a preliminary impression of them through the content in their Moments.

By the same token, a medical beauty institution’s circle of friends is a business card for users and an important part of establishing a trusting relationship with users.

On the one hand, the Moments should display content that is valuable to users, and on the other hand, it should be able to promote the sales of medical beauty services provided by medical beauty institutions. The content published should not contain too many advertisements to avoid being blocked or blacklisted by users.

On the other hand, the content of the Moments should try to incorporate personal character into it, showing real people rather than cold robots.

Therefore, in the content planning of the circle of friends, the first thing to do is to determine what the personality of the medical beauty institution is like, and secondly, the content to be published and the time node for publishing the content.

Friends circle personality:

The personnel of medical beauty institutions are generally medical beauty professionals who have rich medical beauty experience, and are able to provide high-quality medical beauty services and solutions to users' pain points.

Contents of Moments:

Contents:

Medical beauty consumption involves safety and effectiveness. There is an inequality between medical beauty institutions and users, so users are very cautious in their consumption. Only by finding medical beauty institutions that can fully trust will they make up their minds. Therefore, continuously conveying the practical information of the medical beauty industry to users is an important way to establish a trust relationship between the two parties.

According to the different labels of medical beauty users, targeted content such as body shaping, facial skin care, and oral are produced to avoid the occurrence of very high-quality content but cannot effectively meet the needs of users.

Interactive content:

Interactive circles of friends such as topics, questions and answers, and surveys can attract users' attention. By interacting with users, they can enrich their portraits and further understand users' needs.

Product content:

What are the selling points of medical service projects launched by medical beauty institutions, what are the advantages of compared to other competitors, and what are the better services they have, showing the advantages of the product to users in multiple dimensions.

Activities:

Release promotional activities for medical beauty institutions, elaborate on the advantages of medical beauty projects and their interests to users, and actively guide users to participate.

User reputation:

Through chat screenshots, how effective the user will be after using it, what positive comments have been produced, and whether it is recommended to relatives and friends.

Company content:

The ranking of medical beauty institutions in the industry, award status, sales performance of medical beauty service projects, etc., increase user trust through industry endorsement.

Life content:

In addition to publishing content related to medical beauty, you can also publish some food, life, funny and entertainment content to make users feel fresh and enrich their perception dimensions of personal image.

Published on Moments:

After planning the content of your circle of friends, you need to formulate the time and frequency of publishing your circle of friends, and plan the content of each time node to avoid the same content reaching users multiple times, or the content and content being missed at a certain stage.

Release time:

The time for posting to Moments is based on the time when users browse Moments, 7:30-10:00 in the morning rush hour; 12:00-14:00 in lunch break; 15:30-17:00 in fishing; 18:00-19:30 in the evening rush hour; 22:00-23:00 before going to bed.

Published frequency:

Unlike the retail industry, the medical beauty industry can publish several circles of friends in a day, and 2-3 items of the daily circle of friends to ensure rich content and user access.

The disappearance of traffic dividends and the rising customer acquisition costs have prompted medical beauty institutions to accelerate the layout and operation of private domain traffic. With the help of private domain operations, we will explore the value of users’ entire life cycle, scientifically manage user resources, and achieve cost reduction and efficiency improvement in marketing.

Before starting the operation of the medical beauty private domain, you must fully understand the business processes and medical beauty projects of the medical beauty industry. After analyzing user needs, match the corresponding solutions to solve the pain points of users.

After introducing the user to the private domain traffic pool, the user portrait is formed through user tag management and the user is managed layered.

Through multi-scene display of diversified content, conduct content marketing, and operate welfare communities and fan communities in a purposeful and planned manner, so as to achieve user recruitment, retention, promotion and transformation through event operations.

Create a systematic SOP through project schedule, demand survey, community operation planning, and circle of friends content planning, so that the operation of the medical beauty industry can be carried out in a purposeful and planned manner, and user growth and sales of medical beauty projects can be completed.

Author: Hexi Corridor

Source: Hexi Corridor