Tencent Advertising Guide for the Dental Industry

1. Oral Industry Research

1. Overview of the dental industry market

The dental industry has both medical and aesthetic characteristics and strong consumer attributes. At present, the overall dental market size in China is 180 billion yuan. With the two major trends of upgrading residents' consumption and the intensification of the aging process, it may usher in a golden period of development.

According to public data, there are currently more than 100,000 dental institutions in my country, of which 90% are small and medium-sized dental clinics. There are also approximately 10,000 dental departments in general hospitals and 1,000 specialized hospitals. Due to the dental industry's high reliance on professional talent, low level of mechanical intelligence, and the need to go to stores for treatment, the industry has low concentration, a fragmented competitive landscape, and obvious regional characteristics. In the advertising market, there are many mid- and low-end agencies, and most of them are placed in a single city.

Medical disciplines are usually divided into four categories: oral surgery focusing on cleaning and whitening, implants and fillings, oral medicine for diseases such as caries, oral orthodontics, oral restorations such as porcelain teeth... There are many categories, and the user groups and core demands they target are also quite different. Therefore, before launching an oral project, you need to have a correct understanding of the target project's population attributes. Currently in the information flow advertising market, most customers focus on implants and orthodontics.

2. Oral implant market segment

2.1 Market Situation

Oral implants are a solution to tooth loss. They are one of the core businesses of dentistry and one of the most important sources of profit for dental clinics.

The current market share is estimated to be 25 billion yuan, with a compound growth rate of 36% in the past six years. It is the fastest growing oral segment. According to calculations, its potential market space is as high as 250 billion yuan.

2.2 User Group

According to the results of the fourth national oral health epidemiological survey, the average number of missing teeth for middle-aged people is 3, and the average number of missing teeth for people over 65 years old is 11. In terms of treatment preference, young and middle-aged people prefer dental implants (priced at RMB 7,000-20,000 per tooth) and porcelain teeth (priced at RMB 900-5,000 per tooth), while the elderly prefer removable dentures. In a refined user strategy, different creative copywriting can be configured and delivered to different user groups. Based on advertising behavior and category interest, we analyze the characteristics of the dental implant population as follows:

Basic characteristics: more than 53% males; 25 years old and above; mainly from third-tier cities and above

Interest characteristics: Most of them are white-collar workers and enterprises and institutions, mainly engaged in scientific research and education, IT, medical care, financial administration, consulting and other work; they pay more attention to their own personal values ​​and are more rational in shopping; they like audio-visual entertainment, and also pay attention to sports, running and cycling to exercise, and are travel experts; they have a strong understanding of medical care and health preservation, and have high requirements for consumer medical care, nourishment, health care, calcium and vitamin supplements, etc.

3. Orthodontics market segment

3.1 Market Situation

Orthodontics (also known as tooth correction) is a typical high-customer consumption demand. Currently, the market is dominated by two solutions: traditional orthodontics and invisible orthodontics. At present, the orthodontic market share is estimated to be 40 billion yuan, and the potential market is as high as 400 billion yuan.

3.2 User Group

According to the 2018 China Orthodontic Consumption Blue Book, the proportion of people in China who need orthodontic treatment is as high as 72%, while the proportion of people who actually receive treatment is only 15.4%. In the past six years, the compound growth rate of orthodontic cases in my country has exceeded 10%. With the increase in income and changes in habits, the size of the orthodontic market will achieve explosive growth. Currently in my country, the main population for orthodontics is concentrated among teenagers and adults aged 19-34. The characteristics of the orthodontic population portrait are as follows:

Basic physical signs: Nearly 80% of the population are women, aged under 35 years old; mainly from third-tier and above cities, with a certain level of spending power

Interest characteristics: Willing to try new things, more enthusiastic about shopping, focusing on self-development and progress, paying attention to financial management, entertainment and leisure, weight loss, paying more attention to medical beauty, cosmetics and skin care, jewelry, sports brands, etc.

2. Oral Industry Launch Process

1. Account opening qualifications

2. Admission process

3. Bidding Advertising Methods

1. The entire chain of delivery and core influencing factors

2. Triggering stage

2.1 Number of advertisements

Active Ads = The sum of all active ads under all active accounts of the customer

In actual delivery, the number of accounts and the number of ads are not necessarily more, but should be balanced according to the client's own size and planning. While ensuring that there is enough space and possibility to obtain volume, it is also necessary to pay attention to the accumulation and learning of single ad data to avoid account waste.

2.1.1 Account Settings

Investment accounts: If the number of customers is less than 5,000, the number of online accounts should be controlled within 3; if the number of customers is less than 15,000, the number of online accounts should be controlled within 5 as much as possible; when the number of customers is more than 15,000, the number of online accounts can be accumulated according to the actual situation . Standby accounts: In addition to investment accounts, it is recommended to prepare 1-3 empty accounts in advance as backup. If the number of customers is more than 15,000, the number of standby accounts can be accumulated according to the actual situation. Account balance: The balance is recommended to be more than 5 times the daily budget planning of the account/the average daily consumption in the past 7 days, and the minimum shall not be less than 3 times the account budget:

In the early stage of delivery, it is recommended not to impose restrictions to help the account increase sales. After the sales volume stabilizes, a single account budget limit can be set according to the average sales consumption level. The single account budget is recommended to be no less than 50% of the overall budget (if the consumption is too high in the early stage of delivery, the consumption changes during the day can be observed, and the advertising online time period can be modified to start from the next day). Delivery period: In the initial stage of delivery and for new accounts, it is recommended to deliver the advertisement all day. For customers who have difficulty in increasing sales and have demand for volume, it is recommended to deliver the advertisement all day. When the delivery is stable, it can be modified according to the traffic situation. At least it should be online during the daytime and evening peak traffic (evening peak: 17:00-22:00) 2.1.2 Ad Settings

If the account budget /average consumption is less than 5,000, a single account can maintain about 10 online ads under normal circumstances; if the account budget/average consumption is greater than 10,000, the number of online ads for a single account can be increased to about 15-25. It is recommended to review some backup ads in advance (20%-30% of online ads). If there are abnormalities in the starting volume ads/running volume ads, or the account needs additional volume, you can enable them in time to avoid idle ads. It is recommended to set up new ads for full-day delivery. After the volume stabilizes, you can modify the online time according to the actual volume demand. There are no restrictions on planning budget and advertising budget suggestions

Ad launch/optimization Under normal circumstances, it is recommended to launch new ads at least 1-2 times a week (20%-30% of online ads). The higher the volume of online ads, the more frequent and quantity ads should be accumulated according to actual needs. When online ads have difficulty in running, drop in volume, or waste, they need to be optimized in a timely manner, shut down if necessary, and launch new ads to make up for the loss, so as to ensure that the account volume is not affected. Different ads need to avoid creative and targeted homogeneity, and use different creative and targeted combinations to deliver ads. Adjustments to new ads should be avoided as much as possible in the first 3 days to avoid affecting model learning. Frequent modification of ads is not recommended, and neutral/negative adjustments and optimizations will affect the normal delivery rhythm. Try to avoid the peak period when making adjustments to ads. It is recommended to limit the number of adjustments to once a day. 2.2 Traffic Environment

2.2.1 Traffic Classification

2.2.2 Dental Industry Flow Index Data

2.2.3 Oral Industry Advertising Methods

The dental industry mostly places ads in a single city. To ensure the population size covered by a single ad and accelerate model learning, it is recommended to adopt a mixed multi-traffic (XQXS) approach in ad settings. In the early stages of placement, if you encounter problems such as difficulty in obtaining volume and narrow targeting, you can use a mixed XQXS+Optimal Volume Mix approach to expand the scope of ad volume (with placement-based bidding) to ensure account data accumulation.

After the delivery volume stabilizes, split Youlianghui to deliver traffic separately. Position selection: see the "Click Link-Outer Style" module. Weishi: Weishi media is newly admitted to the oral industry. The vertical video format is in line with the current user reading habits. The video presentation format is also conducive to user education. It is recommended to increase exploration efforts (vertical video delivery XQXS). Youlianghui delivery method. Media type. General delivery + traffic package shielding: 60% advertising test share. Selected media type + traffic package shielding: 30% advertising test share . Traffic package fixed delivery + traffic package shielding: 10% advertising test share . Ad display scenario. The default is general delivery, and the incentive video can be shielded according to the effect . Traffic package fixed delivery and traffic package shielding are both product-specific configurations, and you need to contact Tencent's industry operations to push them to your account. Selected media types (based on industry user and advertising population research) Planting: Finance and Finance, Travel and Tourism, Health Care, Automotive Services, Business and Office, Life Services, Life Tools, Digital Reading, System Tools, News and Information

Orthodontics: travel, education and training, health care, business office, sports, image services, mobile community, mobile video, mobile music

The following is a reference to the landing page and delivery materials of one of our dental clients: https://h5.gdt.qq.com/xjviewer/nemo/3092848