Who are the ones being harvested through medical beauty and oral community marketing?

Since medical aesthetics and dentistry caught the express train of the Internet, the development speed has been rapid. As the medical beauty industry is undergoing changes, how can we combine our own resources to better “break the impasse”?

Do you also encounter the following problems when doing community:

1. There are less than 100 people in a group. Where the hell do those awesome communities get their traffic from?
2. There are less than 200 people in a VX group, but there are more people posting advertisements than chatting. Are you surprised?
3. Even if there are 200+ people in a VX group, no one talks. Is that surprising?
4. As for the promised "consumer education", how many consumers should be educated first? But now, I am being educated by all kinds of ruthless realities all day long. Isn't it irritating?
5. Although there seem to be a lot of people in the VX group, the actual conversion rate is less than 0.5%, which is not as good as the click data of DSP ads. After a week of hard work, you end up having to clean your teeth twice. Isn’t that heartbreaking?
6. The VX group has received various complaints. After resolving customer complaints, we have to resolve HDD complaints. Sigh! Are you tired?

The above are the most frequently asked questions, and it seems that the problems encountered by all readers are relatively similar!

Today's content is divided into several parts: How to generate social traffic - How to build social topics - How to deploy "user paths" - How to educate and test consumers - How to block "other people's advertisements". This article is estimated to be 9,000 words, which is indeed a bit long. It is recommended to share it before reading!

1. Where does social traffic come from?

Traffic seems to be an eternal topic in the market/operation of medical aesthetic dental clinics. Due to the light social attributes and heavy topic attributes of consumer medical care, it is unlikely to become an "Internet celebrity product" from the root, but it is very likely to become a "news hotspot" for everyone to taste.

Especially those related to medical care, which are "topics" that the masses love to hear about, most likely even if they become famous, they won't be famous for anything particularly good!

Therefore, Jason really has no new ideas for traffic. I am not a magician and I really can’t bring people back to life! If you want traffic, either buy it or buy it in disguised form! All are solutions. Be more thoughtful when spending money, and don’t be bothered when spending time, as they are actually solutions!

Therefore, in Jason's opinion, traffic is not really a big problem. The difference lies in how much money is spent to acquire customers/how to acquire customers more cleverly. On the contrary, if you feel that none of the above methods are suitable for you, then I sincerely suggest that you change your industry directly.

2. How to construct the topic direction of the community

I don’t know if you who are reading this article have encountered similar situations in many consumer medical communities. Those who don’t speak will never speak again. Those who speak are here to make complaints. The rest are here to advertise. Alas, it’s really hard to put it into words!

In short, many classmates who operate outpatient clinics curse, "As long as you don't come to spend money, you are here to make trouble!", and then continue with "Sexy guys are online to chat with you, and famous doctors give out cards for free." Is this really the truth? Maybe not!

Guo Degang once said that a cook would never hold a grudge against a rickshaw puller. However, this can only explain a small part of the reasons in the community. Why are there “dead groups”? As we all know, human beings develop and progress because of communication. But "communication" has never been the "incentive" for instinctive behavior driving force, "in-depth communication" is!

So, tell me, from a consumer's perspective, what is the motivation for being suddenly pulled into an oral/medical beauty community for no reason? Especially when most consumers’ questions can be found through Dasou and DianXuan, is it for becoming a doctor of oral/surgery medicine or for “love”?

Well, I believe that you will laugh when you see this! So what constitutes the “motivation” that drives the thing? Personally, I prefer to look for it from human instinct.

For example, Jason himself, I have set up "Second-hand idle group", "Cat and dog group", "Community owner group", "XX company afternoon tea group", "Nightclub opposite-sex gathering group", "XX bar script-killing group", "Lonely night city dating group", etc. Yes, you didn’t think wrong! Otherwise, how do you think Jason developed this shameless spirit, especially his love for telling dirty jokes to girls in a serious manner?

Especially for the VX groups for new customers, based on the social relationships among "non-acquaintances" within the community, whether it is "scolding the property" or driven by economic factors, these "motivations" can generate "incentives" for communication. Let’s put the question of “whether the motive is pure or not” aside for now. There is only room for conversation if there is a motive! Only when there is something to talk about can you get attention! Advertising is only useful if it attracts attention!

If you still don’t understand, let me give you another extreme example:

The guy who was very successful in selling fruits during the epidemic also learned a lot from Jason, and even set up a "young lady group". More than a dozen groups were instantly filled up, and the screen was full every second.

However, this guy was called in for questioning by the policeman right after he turned around, and he insisted that it was me who taught him to call Jason to rescue him. The first question the policeman asked Jason was: This guy told me that he set up a "young ladies group" in order to find customers to sell fruits. What kind of unique train of thought does this guy have? well! Life is so damn magical!

Here, a special statement is needed: Jason loves D, his country, and his people. He firmly and warmly supports all policies of our empire and rejects all HDD. There is no way I taught him to form a "young lady group"! Because I really live in Chaoyang District!

Of course, the example is a bit extreme. What Jason wants to express to everyone is that human instinct is the core driving force behind "communication"! This also explains why it seems that people in your community have nothing to talk about except various complaints and advertisements.

From an operational perspective: You don’t provide any “incentives” for people to communicate, right? From the user's perspective: Isn't the current fact that it only provides users with an "environment" for "complaints"?

Of course, as Jason said in his sharing "Absolute Marketing = Must Be Fraud": the essence of any Internet means is actually a "tool", and the "tools" serve the "purpose"!

For the consumer healthcare industry: Is the purpose of creating this community to serve old customers or to attract new customers? Is it as a channel for "reopening" old customers or as a means of "linking" potential customers to the store? Although they are both community-building, the ways of playing are really different. From a practical point of view, you must think about the "topic" and direction of community operation before building a community.

What is the purpose of creating this community? This is the core key! Don’t tell me that you do it for “doctor’s passion”, “charity clinic”, “popularizing knowledge”, “making friends” and other nonsense that even girls won’t believe nowadays! For most user operations: a VX group/tool ​​can only solve one "problem" before the "remaining problems" can exist! Otherwise, it’s still “all problems”.

3. How to deploy “user path”

In fact, there are quite a lot of "tools" for VX path management. Group joining, fission, user management, mass sending, and multi-account operation (use with caution recently, don’t blame me for not telling you). But, many times, especially for small clinics, I really think it’s better not to buy.

As we all know, "cleaning customers" is also a technical job. If you really don't understand how to play it, it's better to teach the consultant. It's more direct to rely on people! In fact, for most outpatient clinics, the core of confusion in actual operation is actually two small problems:

1. How to accurately define “precise users”?
2. How to manage the community and how to convert transactions?

Although this is the same thing!

First of all: Usually the education we receive is about "male/female, region, age, occupation." This is related to the development history of online sales and advertising communication. But from a practical point of view, what the operation classmate said above is actually correct! It just needs to be changed: "If you don't come to spend money, you are not a customer"

The extended logic is: why is it that even though you chat, talk nonsense, and generate fission, there is still no conversion! To a large extent, it may have nothing to do with the issue of “precise population”. It seems that the community is large in scale and has many users, but it is possible that most of the users in the community simply do not have the "spending power", or to put it bluntly: they are poor!

People's social interactions are objectively influenced by "class". Although today's mainstream social culture has never acknowledged the existence of a "class gap", this cannot be resolved by arguing. In other words: think about the income levels of your three best friends, and see if your income is very different from the average income of these three friends.

Of course, this statement also holds true from the perspective of your circle of friends who are potential consumers in the outpatient community!

In short, Jason doesn’t know how to break the “class gap”, but I at least know how to break the “cognitive generation gap” of products and services. Who doesn’t have a few rich friends? Seriously, who has the most insight into this matter? Those who sell insurance, do C sales, play Ponzi schemes, and those who are busy every day trying to empower others.

Secondly: "Spending money" to get medical aesthetics/dentistry done and "spending money at your home clinic" to get medical aesthetics/dentistry done are generally two different things!

• Do you think she will ask you all kinds of questions instead of asking others?
• Do you think that if she doesn't ask you, she won't ask others?
• Do you think she would ask you about the price instead of asking others?
• …

Do girls have to "compare prices" when looking for a boyfriend now? Do you think girls are so easy to deceive nowadays? To put it bluntly: white P is the driving force behind the progress of human civilization, and "taking advantage" is the eternal truth of human nature!

In fact, I can say responsibly: especially among the first-time customers/potential customers, a "user" who talks to you about nonsense every day will most likely not become your "customer". I know it hurts, but it's the truth! The reason is actually very simple. People who spend tens of thousands of dollars on a project cannot be so idle, except for full-time housewives and full-time second wives.

But these people probably don’t have the leisure to chat with you day and night, and there are also various fitness coaches competing for the “chatting business” behind you?

Third : Most of the time, users’ behavior will “betray” their motives! If a person has "motivation", he will definitely take action, and most of the time, the "communication motivation" can be inferred based on people's behavior!

In other words: although most people say no, their bodies are actually very honest!

for example:

• Would a person who doesn’t even like to wash his face every day do skin care?
• Do you think someone who doesn’t even know where to get meal discounts would spend tens of thousands of dollars on orthodontic treatment?
• …

How do you know? Don’t you know how to look at other people’s Moments? If you put all these people into the community, there would be no chance that they could be converted. Therefore, it is important to conduct appropriate “initial screening of traffic”! So how do you do the initial screening?

1) The most direct way to “screen traffic” is through a “middle platform”

Is it okay to use a personal account to create a group? trouble? Will there be no more trouble if I die? ! It may sound unpleasant, but it is an eternal truth! Otherwise, take a closer look at the people in the market who are most willing to join groups?

Jason replied: Micro business! Especially the micro-businesses that sell various courses!

2) “Positioning” is always the “underlying logic” of “traffic screening”

I guess some doctors may not understand this, so let me give you some common examples in the industry:

• For example, some dental hospitals are decorated like "heaven on earth", but they claim to be high-end;
• For example: some plastic surgeons dress like "coal bosses" but claim to have good aesthetic taste;
• For example: some hospitals that mainly rely on "secondary distribution" are calling for "returning to the essence of medical care" every day.

Some readers may treat the examples I mentioned as jokes, but these things that are obviously "insulting the public's IQ" are real things in the industry! Of course, a small number of consumer medical market/operation colleagues in the industry have dug many holes for themselves.

• For example, take the common ideas in the industry as an example: 0 yuan planting/free plastic surgery will definitely have a high number of participants, but it is "really 0 yuan", and the clinic will definitely lose money, except for fraud;
• For example, take the common methods in the industry: forwarding, fissioning, and collecting 100 likes. There are a lot of "tasks" and the person in charge feels very happy about himself, but in the end, except for high attrition, everything else is not high.

This also explains why Jason always says that many outpatient activities are sometimes really just for fun. In short, even for "routine operations" such as community fission, the conversion rate is still related to the clinic's positioning, service benchmarking, sales system, activity plan, street creativity, and the attributes and number of base users.

So what's the point of going through all this trouble? Okay, let’s take the most direct example: think back to what you talk about every day as the manager of a dental/medical beauty community? Think back to what Wangwang would ask when you were on Taobao? Why don’t you have any idea at all?

On the contrary, since you spend a lot of time every day just engaging in various forms of "chatting", there is no way the outpatient clinic can generate any results. This brings us to the next question: how to educate and test consumers?

4. How to Conduct Consumer Education and Probe

First of all, if you don’t have an advertising budget of tens of millions, I suggest you just give up on the education market!

1. Who the hell can educate anyone these days?

We all have received "quality-oriented education" and must understand this truth. If everything is really so easy to understand, why do we need to develop brain-computer interfaces? Isn't Tesla going to go bankrupt? If the masses are so easily educated, wouldn't all the hundreds of millions or tens of millions of dollars spent by large foreign propaganda and marketing departments on advertising and public relations every year be wasted? Do you really think that everyone who dares to spend money, especially a lot of money, is a "good-for-nothing"?

Well, I believe that some readers are ready to argue with the "gluttonous" behavior of some large institutions in the industry. Let's not talk about this, let's change the example.

joke! The main reason is that it is easy to get beaten if you tell others about this kind of thing. Let’s take the example of learning "advanced mathematics" in school: we have all experienced the ravages of "advanced mathematics", 5 years in elementary school, 4 years in junior high school, and 3 years in high school, at least 45 minutes a day, and then after various annual exams, final exams, and college entrance exams, we finally start to learn advanced mathematics. And this is just learning advanced mathematics, not becoming a mathematician and using advanced mathematics.

This also explains a mystery that has puzzled many readers for a long time. Although many industry course platforms have made appointments with us and invited us to give lectures, the core reason why Jason never "sells courses" himself is: I never believe that anyone can indoctrinate anyone else with just one or two classes.

From the perspective of consumer psychology, a normal person's short-term memory lasts only 3-5 seconds. However, with the Internet, a person is exposed to at least 1,000-1,500 advertisements every day.

In other words: the question has never been "Is it still appropriate to use advertising to educate consumers?" but rather "Are there too many ads now?" This also explains why it is difficult for most adults today to concentrate as they did when they were children! Because there are so many things that can distract us anytime and anywhere.

Regardless of whether it is advanced mathematics, marketing, dentistry, medical beauty, or medical care. No matter what kind of knowledge or skills, can a person be expected to understand the cause and effect of a matter within 45-60 minutes, given that it is difficult to focus? Whether one is teaching or being taught, is this deceiving others or deceiving oneself, or both?

Of course, in order to highlight Jason's rigorous writing style, the kind of classes that sell chicken soup, pump up the spirit, or watch monkey shows are not applicable to the above situation!

Of course, the above is just one person’s opinion, so just take it as it is and don’t take it with a grain of salt.

2. "Reservation" is a gene engraved in human bones!

I haven't figured out how to express this point, so let me give you an example that may not be appropriate: suppose that you, as a little boy, want to pursue a little girl, do you have to first treat her to a meal, to a movie, and then hold her hand? Please use your imagination for the second half, if you continue Jason will be locked up in the "little black room"!

In this process, eating and watching movies are actually excuses, and "chasing girls" is the "purpose". Now here comes the question: Do you think the girl doesn’t know that the boy is pursuing her? Do you think the girl is stupid, or you are stupid, or both of you are stupid? Both parties know that this is something that everyone on earth knows, but as long as it is not exposed, there will be room for maneuver in the relationship between the two parties.

Therefore, in the process of pursuing girls, most boys need a suitable "tool" and "scene" to promote communication and conduct "relationship testing" with each other. Back to the relationship between consumers and clinics, you need a scene (community = cinema) and a topic (content = movie) to conduct "consumption testing" with each other.

If you agree with the two logics I mentioned above, then you can easily understand my following point of view: only entertainment is called "content" & "entertainment content" can constitute a "customer retention tool"

Otherwise, it's called a "private plot"/"bulletin board", for example: "House of Cards of advertisements". This also explains why Jason always says our copywriting is bad: without any other rules to constrain it, the randomness caused by accidental factors of personal mood is too strong!

Secondly, how to create “entertaining content”?

• Why do people love to watch "Kangxi Comes Here" but sleep in various postures in college classrooms? Although they are all "speech";
• Why do people prefer to watch all kinds of "brainless dramas" every day, but are rarely interested in "documentaries"? Although they are all "Video";
• Why can everyone seriously delve into the skills of playing PUBG, but fail to delve into the skills of acquiring customers? Although they are all "fighting";
• Why do a small group of people in the circle try their best to fool others every day, but are unwilling to work hard to produce content and monetize traffic? Although they are all "hard work";

If you figure this out, the rest will be much easier. On the other hand, if we look at those “classroom articles” and “documentaries” on medical beauty and dentistry that we see every day in various circles, it would be a miracle if consumers are willing to watch them! Do you really think consumers also have a "bloody" taste?

In particular, under the actual competitive environment among clinics, consumers cannot tell the difference between clinics or doctors, and are too lazy to tell the difference between clinics. What else do you want consumers to look at if not the price?

This also explains why the counselor's conversion phrase is always: "Sister, other hospitals charge XX amount, but mine charges * discount." This also explains why, after working on the social media for half a day, I found that the actual data conversion difference between it and big search doesn’t seem to be that big! In fact, the social network is not as large as the large search volume, because there is really no difference!

By the way, let me digress: To be honest, Jason has never understood why people have to post content in VX groups purely to cater to the big search and to compete for rankings in the Red Book, which can even be done in batches by AI copywriting, and there are already a lot of content on the big search that no one reads. Is it "because of love"? Can someone explain this to me?

Of course, if you are the person in charge of a medical aesthetic dental clinic and simply don’t know why the “conversion is weak”, or your consultant tells you seriously and affirmatively that “there will be no sales without discounts”.

Well, I think you have found the root cause today! At that moment, do you need to "share" it, or click "like" at the end of the article to show your appreciation?

However, the truth is this, and it still remains the same: in terms of actual implementation, how well it can be implemented depends on a lot of specific work. In short, how it can be implemented depends on one’s own opinion! Why? experience! Buddha said: Oh my god! real! No joke!

5. How to block others from posting advertisements

To answer this question, there are actually two completely different user operation directions. Taking "Xiaopotuan" as an example, although we have many groups of our own, what we are currently doing are actually two communities with different directions.

1. Q&A group for “Outpatient Business Map”

First of all, when the outpatient business map was first released, I estimated that based on the base volume, it would be about right to sell 200 copies.

As the first "content product" launched by "Xiaopotuan" from the perspective of the medical beauty and dental industry, in order to gain positive reviews, I also need to adjust the sales process to version 1.0 based on customer feedback from the pre-sale Beta version. This takes 45 days to complete, and I have obsessive-compulsive disorder.

However, we did not expect that the 200 copies would be sold out after only five days of pre-sale. We started scrambling to print more copies, negotiate on packaging and logistics, and whether or not to use an e-commerce platform, which took up a lot of time.

I have said so much nonsense just to express a fact to you: in fact, our original purpose of creating this community was just to prove that we are not scammers, at least we will not be like a small group of peers in the consumer medical industry who run away with the money!

Secondly, although this is the truth, "my truth" does not necessarily represent everyone's "truth".

Based on previous experience in running various groups, and weighing from the perspective of human nature and the culture of our industry, for most readers, a "group that is of no use to them" will inevitably eventually become a "place" for peers to post advertisements. I believe that readers who are involved in many medical beauty and dental groups must be familiar with this!

Of course, the Q&A group is mainly composed of market operators, clinic owners and other practitioners in various medical beauty and dental clinics! Although, "the Q&A group will also cover some medical device manufacturers, agents, third parties, channels, and friends from related media.

Moreover, not only do most of the topics within the group revolve around the topic of "outpatient marketing", it also has excellent advertising properties. Since the establishment of the group, most of the Q&A groups have maintained a good level of activity.

I can even be frank: especially for Jason's "walking billboard" personality, if I put myself in the shoes of an outpatient service provider, I would send it out, even if I get kicked out, it's worth it. How much does a "map cost? If you can't even figure this out, what the hell are you doing in sales?"

In response to the above problems, the most common routine in the industry when encountering such things is: first set some unnecessary group rules, and then kick them out if they post advertisements!

But how could Jason do such a stupid thing as adding more people with great effort while T-ing people at the same time? This kind of thing will only make the group administrator feel unhappy, but it will not help to increase performance at all. The reason is very simple: if you don’t kick, you will die! Kick them out, the community will be destroyed!

On the contrary, for the Q&A group: although strictly speaking, I have never stipulated that "advertisements are not allowed in the group", in fact, there are almost no advertisements in the group. Didn't you guess it?

Because, in terms of motivation, although there is "motivation to advertise" among peers, there is no "motivation to distribute"! Why is this? The answer is very simple and straightforward: because I limit the number of people in the group!

From the beginning of the creation of the VX group, I stipulated that the average number of people in a group should be limited to about 20! Because according to VX's latest rules to limit adding people, all of these people can be added within a day. Even if some readers want to post advertisements, there is really no need to take the risk of being kicked out in a paid group.

To take a step back: even if some readers can’t hold back their urge to post an advertisement, they can add others and post it privately! Otherwise, what kind of grudge do you have with Jason?

Readers who clearly join social groups for the purpose of "posting advertisements" no longer need to worry about whether to join a new or old group, how many people will be in the new or old groups, or whether "small and broken groups" will "water down" the VX groups.

2. “Consumer Healthcare & Various Schools of Thought”

First of all, according to the above logic, everyone should know the purpose of this group just by listening to the group name! It’s better to say this important thing again!

Secondly, for me, not only do I not restrict "posting advertisements" in the "Consumer Healthcare & Various Schools of Thought" group, but you really don't understand Jason's unique train of thought, right?

The reason is actually very simple: it depends on how you view the difference between "advertising" and "information"! As we all know, all those who work in the market understand how important "first-hand information" is in responding to market changes. Therefore, how to obtain industry news more comprehensively and timely has always been Jason's challenge to himself!

As we all know, all information flow products may be "restricted" due to certain force majeure factors. Especially since our circle has a "historical tradition" of posting "small advertisements", it is likely that 90% of the "messages" will be restricted according to the general platform rules.

Therefore, let’s create a “Consumer Healthcare & Various Schools of Thought” group! Since everyone likes to forward their own articles and videos anyway, why not forward them together? That would be so much fun. !

When a group covers almost all media and self-media friends in the medical beauty and dental industry, and when more than 100 people/more than 100 media and self-media are simultaneously posting news from their own perspectives, please imagine this scene in your mind. Is there anyone who pays attention to industry news faster than us?

Some readers may want to ask here: What should we do with “advertisements” that are not related to the industry?

Well, I said there is no restriction on "advertising", but I didn't say there is no restriction on "personnel". I believe that some readers who have read the previous article (original link: Yes! I am against doctors starting their own businesses) should have already thought of the "invitation system" that "consumer medical care & various schools of thought" still adopts today, and has clear "invitation rule restrictions."

At the same time, generally speaking, if I help my friends in the self-media circle to repost articles and videos, my friends in the circle will thank me! Are you surprised? Are you surprised?

Speaking of this, I would like to add one more sentence: this "routine" is also very suitable for adding weight to accounts on various platforms such as public Z accounts, top T accounts, live broadcasts, short videos, long videos, etc.! Otherwise, why do you think those who do live broadcasts are so fond of creating the "XX family"? You will never become popular just by completing tasks on self-media platforms and obtaining recommendations from the system default platforms! Believe it or not!

Author: Jason@超

Source: Jason@超