How should the private domain system of the medical beauty industry be built?

When talking about private domain marketing in the medical beauty circle, we should start with beauty and hairdressing, store development, and PC Internet transformation.

Around 2000, the medical beauty industry was in a primitive and chaotic stage of development, with basically no marketing methodology. At that time, private medical beauty institutions had not developed in various parts of my country. Many "beauty and hairdressing" shop owners served as the "aesthetic weathervane" of the local area and then added beauty projects.

Later, as customers' demand for beauty grew stronger, hair salons gradually added services such as mole removal, eyebrow tattooing, eyeliner tattooing, double eyelid tattooing, and eye bag removal. However, these services were not standardized, and except for the surgical services, the operators were basically the store owners.

From 2000 to 2007, large chain organizations saw the market dividends and entered the market, integrating doctors at the back end and developing medical beauty projects. The front end places advertisements through traditional media such as television and outdoor advertising. The head agency also sets up a special magazine department to print a monthly DM magazine and place it in places where local beauty-loving women gather.

From 2007 to 2015, Internet marketing emerged, and various medical beauty institutions established their own portals and started SEO and SEM marketing. During this period, medical beauty channels also became the main source of users for each institution.

After 2017, some vertical APP websites received financing and grew stronger, becoming traffic entrances for medical beauty institutions in first-tier cities. Medical beauty marketing is a business that naturally has "social attributes". This private domain way of thinking has evolved from early telephone invitations to entering information into computer systems and registering, to adding WeChat marketing, it's just that different carriers have been used in different eras.

Now, if the consulting doctors in hospitals can obtain the contact information of enough patients seeking beauty and can reach them free of charge at any time, they can achieve reuse. In today's world of refined customer operations, how medical beauty stores can stay away from price wars, build a set of recyclable private domain traffic guides, reduce costs and improve efficiency to gain more customers is a question that all senior managers should think about.

Today we will start from the perfect matrix of private domain: the concepts of public domain and private domain, the three knives of medical beauty marketing, digital transformation, store-to-community e-commerce, and brand power upgrade.

1. Why do medical beauty stores need AII-IN private domain?

If you talk to the owner of a medical beauty institution, why should you make the transformation to private domain?

The first sentence of most responses was: "Channel promotion is becoming more and more expensive, customer quality is slowly declining, and marketing costs and conversion rates cannot support store operations.

After investing tens of thousands of yuan in promotional expenses, customers may just make a few calls when they come to the store, or even leave without saying a few words to the on-site consultant. From this point of view, the essence of establishing a private domain is to reduce marketing costs and "plant grass" for customers multiple times.

1. Why is the cost of public domain medical beauty expensive?

I believe many people are familiar with the concept of public domain. For the shared users accumulated on major platforms, the platforms have the right to actively allocate traffic, and businesses can gain user attention by placing advertising content. Its core feature is that it is relatively easy to obtain as long as you pay, but it has poor stickiness and stability, and is also one-time traffic.

Public domain traffic refers to traffic that participates in content exposure on an open platform for the first time or passively. For example, search traffic is represented by Baidu, 360, and Sogou. When you search for a keyword, what is displayed in front of you are the natural rankings and bidding displays around this keyword.

E-commerce represented by Taobao, JD.com and Pinduoduo. When you enter these websites or search for a product on the website, the through train ads, diamond zone banners and product rankings are displayed. For example, Toutiao and Tencent News, which are represented by information flow, are based on interest recommendation mechanisms. There are also medical beauty platforms such as SoYoung, Yuemei, and Beaver Home. In fact, the scope of public domain traffic is larger than this.

Including regional service platforms such as Dianping, Meituan, 58, and social media represented by Weibo, Douyin, Kuaishou, etc. However, some platforms cannot be considered public domains in general. They need to be differentiated according to the openness of the social network. For example, WeChat has both public domains and private domains.

From the perspective of the development of the medical beauty industry, the reason why public domain traffic has become expensive is that the cost is relatively high, which includes not only promotion costs but also labor costs.

For example, UI designers, online customer service, operations, managers, etc., a standard team of at least five people, with an investment of at least hundreds of thousands per year in online operations. The basic standard configuration does not mean immediate output, and on-site consultation with a doctor for maintenance is required.

On the other hand, although the public domain platform has large traffic, there are also many competitors. Every organization is investing in similar channels, and user awareness has been deeply strengthened. This kind of centralized traffic can only be generated by money or heavy content production. To achieve the objective conversion, taking the search waterfall flow as an example, it may take an investment of more than one million to even see any "splash".

2. How important is private domain reuse to medical beauty?

Faced with fierce competition from "medical beauty institutions" in many channels, and in jargon, "the quality of customers is gradually declining", and the mismatch between ROI input and output, many institutions have begun to deploy refined operations in the private domain.

Private domain operation is to aggregate users acquired through different channels in the form of users and operate them on a carrier that we can manage independently. For example, "the hospital's own mini program and H5 mall" can achieve better monetization, promotion, and repeat purchases, thereby reducing the institution's customer acquisition costs.

However, many on-site consultants, especially sales managers, due to performance pressure, still take "private domain operations" as sales-oriented and regard those seeking beauty as "leeks." Instead of truly cultivating on-site consultants to regard "users" and "beauty seekers" as friends, the relationship between operators and beauty seekers is the most important part in promoting transactions.

Trust is the beginning of a relationship, and service is the key to maintaining a relationship. Therefore, the essence of private domain operation of medical beauty is also "operation of existing assets" and the operation of the consultant's personal brand. I often say that to tell whether a field consultant is performing well or not, just look at the updates he posts on WeChat Moments.

If it's all "promotion", then most of the people seeking beauty will be blocked. This is also closely related to the cognitive management methodology of superiors. Once we establish a relationship with those seeking beauty and become their medical beauty experts and friends, the user's core needs will naturally be handed over to the consultant.

The ultimate goal of private domain operations of medical beauty institutions is to turn every consultant into a KOL or KOC around users in the circle of friends, and to become a medical beauty expert and good friend with correct value propositions and emotional warmth around users.

2. Medical Beauty Customer Acquisition Operation Methodology

Medical beauty operations are a relatively difficult task for small and medium-sized institutions. The input and output of organizations of different sizes are different. If you want to do the right thing at the right point, you need to have broad channels and a full-link perspective of the user's consumption journey.

To sum up, I divide it into six common channels:

1. Cooperation with traditional channels (beauty salons, cosmetics stores, clubs);
2. Rely on bidding on SoYoung, YueMei, GengMei, Meituan, and Baidu;
3. Self-built media such as Douyin, Kuaishou, Xiaohongshu, Sina Weibo Video Account, etc.
4. KOL (opinion leader), KOC, internet celebrity blogger, UP host;
5. Advertising cooperation (subway, elevator, billboard, bus stop sign, etc.);
6. "Self-media matrix".

Regardless of which channel is finally used through WeChat for Business, personal WeChat will undertake "conversion, activation, and fission growth" to improve performance and brand penetration.

1. Where are the channel opportunities for small and medium-sized medical beauty institutions?

No matter what type of medical beauty institution you are, the marketing methodology is inseparable from the above six aspects. Traditional channels (third-party, offline beauty salons) are a long-term solution with slow growth. Bidding channels are suitable for large customers and require huge expenditures to be effective. SoYoung and Meituan need people to operate them in the long term.

Tik Tok and Xiao Hong Shu are new channels that require professional talent to create graphic, text and video content. It would be best if consultants or experts appeared to shape professionalism. Live streaming is a popular channel at present. People are looking for KOLs to sell goods through live streaming and guide customers to stores, but the cost of KOLs directly determines the quality, and there is even a mismatch between cost and quality.

To sum up, no matter which channel you choose, for institutions, the word is "difficult". However, there are opportunities in every channel at present, and it still depends on the institution's choice of customers and institutional positioning.

For example, if you want to do a big client project yourself, you can choose to bid. After all, many people seeking beauty still focus on word of mouth and "brand endorsement." If a newly established organization can choose to try "Meituan, SoYoung", Douyin and Xiaohongshu are suitable for promoting brand power. From the perspective of direct conversion, the cycle is relatively long and will not be effective immediately, so they belong to the second-tier marketing options.

For example: customers generally group purchase items from platforms such as "SoYoung, YueMei", and then go to Xiaohongshu to search for reviews and strategies of the organization. At this time, the "brand power" of such channels plays a guiding role in decision-making.

From the operational dimension, any e-commerce platform (traffic, customer resources, dynamic sales, products, and activities) has five indispensable elements. I will briefly explain the operations of the two commonly used platforms and the entire journey of a user from the perspective of the platform to the perspective of the organization.

2. Meituan Platform Operation Methodology

The core of Meituan CPC is that the higher the quality of the store, the higher the ranking and the lower the fee. The core of CPC lies in bidding. "Bidding" means competing with "competitors" and "price" means bidding, so it requires operators to make timely adjustments to prices and time periods.

For example, if you bid 15 yuan in Meituan in the morning, you can rank first, and at noon, the same price can rank you 10th. You can check the ranking with a related simulator or an account that has never visited a medical beauty store, and then adjust it according to peaks and lows.

There are three ways to increase visitor volume:

1. Increase organic traffic
2. Create more UGC content
3. Participate in platform promotions

Natural traffic is mainly related to the relevance of search keywords. For example, if your store is searched (small bubble), it will be displayed. Sort by distance, store quality, etc. What the operator can do here is to optimize the product title.

For example, the commonly used (advertising slogan + project keywords + project function), the core of store quality includes store sales ability, consumption in the past thirty days, total number of ratings, historical limitations on search and display products and other dimensions. To put it simply, it is a question of "evaluation and sales".

Meituan’s medical beauty section currently has a shortcoming in terms of content. From a development perspective, the platform will change in the direction of “contentization”, but from the operational side, it currently pays more attention to the above two. There are some details that need attention in operation. If you want your store to rank high and become the top, "creating explosive products" is a necessary project. So how do you create explosive products from 0 to 1?

1) Product selection

I often say: "Fish where there are many fish ponds."

Product selection does not focus on low price alone. Many institutional operations fall into "information bias", believing that hot products mean low prices. Instead, you should choose "popular products at low prices". Those unpopular categories are destined to be unpopular no matter how good the reviews and prices are.

In addition, you don’t have to devote yourself to projects that many competitors are working on, such as “small bubbles” and “water light needles”, you can also do them in combination with other consumer products. You can use the "Data Radar" to view the recent hot search terms in the city, and then use the Meituan APP to view the categories of competitors with high sales and fast sales speed. You can also use the Data Radar to see which products are selling well.

2) Optimize products

It is relatively easy to create optimized products. For example, if the operator chooses a certain product, then select two current competitors with relatively high popularity and see how they package the products (title, landing page project introduction, header image, etc.). Follow it, and then set the price lower than it, so that from the user's perspective your "click-through rate" will have a high weight.

3) Creating hot products

To create sales of this product, you don’t have to rush to release it whenever you want. Try to release it during holidays, weekends, or platform activities (618, Double 11, May 1st), etc. Don’t ignore the evaluation part. The operations manager should pay special attention to “user inquiries at the store” to lay the foundation for subsequent case marketing and content marketing of the product.

So how do you do an evaluation?

Design reward and punishment mechanisms and hold review meetings. On the one hand, each consultant can be assigned indicators (such as how much consumption, how many reviews, and conversion rate); on the other hand, evaluations can be checked over time. If a consultant meets the standards, we can invite them to share their experiences. If a consultant fails to meet the standards, we can track down the reasons and resolve them.

We will not elaborate on the upgrade plan for patients after they arrive at our store. The upgrade path determines the average customer spending of the institution, and the strategy is usually formulated by senior executives and the dean.

3. SoYoung Platform Operation Methodology

The core of SoYoung is "short reviews", "diaries", "live broadcasts" and "case studies", which can be simply summarized as "creating great content". These four are where the main investment for operations is made. Questions and answers and posts are generally important from the perspective of customer acquisition. Large institutions can cooperate with the platform within an annual framework, which may be easier to do.

If an organization does not have strong capabilities, it can lay a good foundation and select a few core projects for ranking. Regarding search optimization, the most important thing is to look at data indicators to adjust content indicators. The content dimension details page is the first, and there are three sections for reference in the title:

1. Adopt (product name/specifications/discounts/benefits/technical advantages/popularity);
2. Effect selling points, techniques, IP, etc.
3. Highlight the characteristics (low-price purchase, parent-child operation, brand advantage).

Case output can be formulated from three aspects:

1. "Employee Cases" can ensure the quality of the content and that customers see real people when they arrive at the hospital;
2. "Model contract cases" require good image, fast case output, and good photography skills;
3. "Free case collection", to provide "free project experience" in the form of activities, and then output cases;
4. “Offline transaction cases”, the number is related to the hospital’s daily transactions.

A high-quality case must include five dimensions: "complete recovery process", "project address, price, doctor, and complete tag structure", so that when users search, the platform can make recommendations based on tags.

The homepage needs to be updated with more than 5 consecutive articles, and the photos before, during and after the operation must be taken within 30 days, and the overall content must be detailed and without mosaics. Regardless of online or offline operations, the core growth flywheel of medical beauty lies in "channels, conversions, word of mouth, price, and referrals." Different platforms have different methodologies. In addition to the two commonly used platforms mentioned above, there is also room for exploration on other platforms.

For example, in the self-media matrix, many companies believe that new media is not important. If you have dozens of beauty public accounts covering hundreds of thousands of fans and do a good job in content operation, you basically don’t need to rely on investment to acquire customers, and you can still do a good business. The above is an “overview” of the entire promotion chain from the perspective of an organization. From the user’s perspective, when she is attracted by a picture or a project, she will enter the “in-store consultation phase” after booking.

3. Three Knives for Medical Beauty Private Domain Marketing

The operation of the private domain is similar to the fish pond theory. There is a figurative metaphor in the fish pond theory that regards potential customers as individual fish scattered in the ocean of the public domain, but the fish will eventually be eaten. Understand it in another way: In order to acquire customers and keep them growing, three steps are required: find out the "customer portrait, find the right pond", and "design the bait".

If we add two more steps, I would summarize it as "nurturing the deal" and "repeat purchase and referral fission". This perfect closed loop is called private domain marketing, but in the process "the fish pond cannot have only water, it also needs feed." I divide the private domain fish pond into four sections: "Community Mini Program Mall, H5 Mall" is the main battlefield, "Consultation and Shopping Guide, Doctor IP" auxiliary marketing, "Pictures and Content" influence decision-making, and "Enterprise WeChat" precipitates digitalization.

1. The community mini program mall is the core fish pond

From an institutional perspective, it is impossible to invest heavily in a technical team to develop an APP, so mini programs are the first choice for establishing their own mall. Many institutions are using H5 malls. There is an obvious gap between the two in terms of experience retention. H5 malls facilitate transactions, but it is not easy to operate the interactive dimension by asking beauty seekers to write reviews.

Mini programs are native to WeChat, and their compatibility and promotion are stronger than H5. Currently, most small and medium-sized institutions on the market are not aware of establishing them. In the early stage, institutions can purchase from SaaS technology companies according to the annual payment system, which can be met by most of the market. In the later stage, the efficiency of use will be higher, and as the number of people seeking beauty increases, independent development can be carried out.

What is the purpose of medical beauty institutions using mini programs?

There are two aspects: the first is to promote user marketing; the second is to do a good job of retention and growth (old customers bringing in new ones). Most people have already met the former, but the latter has been ignored.

Group buying, flash sales, distribution, and membership are used for activities to increase transaction rates, and user retention relies on the "community". Every organization should have its own "Xingyang" or "Little Red Book". The online community is an extension of culture and a place for those seeking beauty to record their transformation notes and experiences.

User-generated content is the most convincing trump card for sharing, the core of establishing an organization’s IP, and one of the factors in avoiding “price wars”. From the perspective of "function", the development of mini programs can also realize the recruitment of "promoters", allowing those seeking beauty to become KOCs and KOLs in their circle of friends.

From the product technology level, you can also establish your own mobile consultation section on the mini program, including online questions, expert consultation, etc. Many organizations do not have a comprehensive Internet e-commerce perspective. They frantically build channels and advertising marketing, but when customers are dissatisfied when they arrive at the store, they turn around and delete the messages on WeChat.

This means that you don’t have your own “fish pond” and can only fish from outside, but you can’t keep the fish.

2. Incubate consultant IP (professionalism + content + communication + operation)

In the past, medical beauty was in a period of demographic dividend and traffic peak, relying mainly on "packaging projects" and "packaging experts".

The information asymmetry is constantly strengthened, and the consultants use their eloquent words to suppress or cancel orders. Most of the profits are blocked at the pre-operation stage. At that time, incremental growth was king, and few organizations considered word of mouth and customer lifetime value. What was scarce was “consultants who knew how to place orders and were able to place orders.”

There are still many institutions that still operate in this model. After all, people’s “cognitive information gaps are everywhere,” but “medical beauty prices and projects will become more and more transparent.” With the disappearance of traffic dividends and the improvement of Internet infrastructure, it is becoming easier for people to obtain information, thus eliminating information asymmetry.

This has forced institutions to complete "industrial upgrading", and the original experience, strategies, and routines seem to be of little use. When we once again use those "cool" packaged projects and seemingly powerful experts and consultants to attract users, you will find that with the oversupply of the medical beauty industry, even the projects and experts in the circle of friends have become "homogeneous and rampant."

Therefore, in the new era, it is very important for institutions to "manage people well". I list it in four dimensions:

1. "Professionalism": Although the threshold for medical beauty consultation is low, there is a lot to learn, including knowledge about skin, aesthetics, etc. The more focused each consultant is on their main field, the better;
2. "Content power": The organization should know how to let every consultant and doctor produce professional knowledge in their position. They should not only be able to speak, but also be able to record and write, turn it into pictures and texts, short videos, and make it valuable and useful;
3. "Communication ability": Everyone is a KOL or KOC. Cultivate them to use self-media platforms (video accounts, Douyin) more often, spread their own experiences, and use content to connect with your goals;
4. "Circle power": It is mainly reflected in the influence of positioning oneself in the field of medical beauty or a more segmented group of people on a certain type of people seeking beauty. This is very important.

Some consultants’ culture dictates that they can only take on “white-collar workers”, while others can chat with “high-end clients”. Managing a persona in your circle of friends does not necessarily require “daily projects” or “activity posters”. It is important to manage your persona more. When training institutional managers, more attention should be paid to strong communication with users, likes and interactions rather than posting materials.

3. Live broadcast + content to increase revenue

Why are many medical beauty institutions not good at selling products through live streaming?

There are probably three problems: there is no main battlefield of its own, no operations and planning, and no consultants to take over subsequent orders.

1) What is the main battlefield?

"Your own mall, mini program" is the root and fish pond. Without it, no matter whether you are a boss, consultant, expert, or external IP live broadcast, it will not be able to settle down.

2) Perfect operation and planning

This includes live broadcast warm-up, advance product selection, theme content, guest personality, consultation, transaction and order placement.

It is generally not recommended to live broadcast on large platforms (such as Tik Tok). Generally, mini programs, H5 malls or video accounts are used. If the host’s IP power is not strong, it is best to collaborate with external parties as much as possible. Find some external IPs to cooperate with that are similar to the agency’s target customer profiles. This will effectively promote projects through the trust that KOLs’ fans have in them.

3) It is also very important to follow up and divert traffic during the live broadcast, and to follow up and continue to promote products after the live broadcast.

Without going into details, I will summarize a few key points for coordinating live broadcasts: First, regarding the selection of KOLs, "whether the fans of the external IP are consistent with the target customers of the organization itself"; second, "assessing the number of fans of the external IP"; third, "the medical beauty live broadcast monetization formula", number of fans * viewing rate * purchase rate * store visit rate * retention rate * repurchase rate * new customer rate."

4) Product selection follows the public demand, such as those that have been recommended, have the lowest cost-performance ratio in the entire network, have low decision-making costs, and can generate immediate purchases.

If you want to achieve good retention, the design of return items and membership system is also indispensable. For example, small bubbles can make it more cost-effective for users to become members and can be developed slowly.

An online live broadcast event cannot be completed by one person, and managers should not think it is easy. It involves media looking for KOLs, signing contracts, warming up before the live broadcast, advance notification of on-site consultants via WeChat, product selection, atmosphere during the live broadcast, and maintenance after the live broadcast.

4. Enterprise WeChat + content to create digital medical beauty

Medical beauty institutions form a "strong social" relationship chain between consultants and those seeking beauty. Not many of them use corporate WeChat, and most of them are still "using WeChat tags to divide users." However, some institutions have also begun to "enter WeChat for Business" and deploy digital marketing. What kind of help will "WeChat for Business" bring to medical beauty in the initial stage? It can be roughly divided into two aspects.

1. Why use SCRM labeling?

The purpose of retaining users on WeChat for business does not mean that customers are required to add WeChat as soon as they come to the store for beauty treatments. In fact, its use is partly for CRM, and for the coordination between the customer acquisition end and the official account to form a closed loop in the private domain. Based on the usage effect, the commonly used functions include "Chat Toolbar", "Material Poster", "Customer Label", "Channel Live Code" and "Enterprise WeChat Moments".

From the perspective of the user journey, when a beauty seeker is interested in your institution, he or she will search for your official website and public account. Taking the official account as an example, after following it, you can set an automatic reply to guide the addition of the enterprise WeChat assistant and receive a special benefit or "coupon", which can be used as cash when using it in the store, thus increasing the store visit rate.

Some managers may say: "Why not just add personal WeChat?" It's simple and direct, and that's where the differentiation lies. The corporate WeChat background has an automatic reply function.

When new beauty seekers reach a certain key instruction, they can guide users to share posters on their Moments and ask their friends to group together for better discounts. This is also a form of batch marketing that saves manpower.

The live code can be embedded in the menu bar of a public account. For example, a person seeking beauty can follow the public account and click "I want to consult". He or she can choose different subjects according to customer needs, and the corporate WeChat account of the relevant person in charge will be automatically pushed. After adding, he or she can enter the customer tag.

Customer tags can be annotated according to the "user status", and this note is the journey before the transaction. For example, understanding which projects, behavioral preferences, occupations, etc., will facilitate the subsequent push of activities and precise operations. These are all free clues in the public domain.

2. Medical beauty content popular science class

Although information is exploding nowadays, there is not much professional content. Every medical beauty institution should hold relevant "knowledge classes" for each project to popularize and educate those seeking beauty. Take nasolabial folds as an example: "Use autologous fat or hyaluronic acid, large molecules or small molecules", the usage is different in different stages and parts, and there is also a huge gap between Western beauty and Eastern beauty.

However, nowadays, agencies usually inform clients directly through consultants and are unable to educate public domain clients in batches. In the future, medical beauty institutions should play a leading role in "beauty education". The output of these professional contents can attract more attention from those seeking beauty. Listening to the experts' voices will be more conducive to understanding the "inner world of those seeking beauty" and ultimately achieve the effect of closing a deal.

On the methodological level, I roughly divide the operation and preparation of the Beauty Knowledge Popular Science School into two aspects: "self-media" and "website". It can also be divided according to "project topics". For example: major categories such as "plastic surgery", "photoelectric beauty", "micro-surgery beauty", etc., and then subdivided according to body parts.

In the early stage, there are many cases of operation, and the popular science knowledge about beauty (pictures, texts, videos) can be deposited on the official account; in the later stage, when the content is saturated enough, it can be an independent information flow content website, which is also conducive to the optimization of SEO keywords by the organization itself and cost-saving customer acquisition.

Once the content is complete enough, you can invite outside experts and KOLs to share their experiences as guests, which is a complete operational customer acquisition chain. The positioning of the beauty knowledge popular science school is not limited to "medical beauty", but can be expanded to comprehensive medical care and health.

Knowledge is an additional value-added service provided by consultants. It also requires more soft enablers, such as “expert consultation” and “advance education”, etc. Content education is an indispensable part of future institutions.

Postoperative education is also essential for those seeking beauty. For example, after the operation: what to eat and do, how to care for oneself on the first day, the second day, and the third day. Try to make a tutorial as much as possible. All of these can be solved with the "Knowledge Popularization School".

5. From medical beauty institutions to comprehensive medical community e-commerce

SoYoung started out as a "plastic surgery sharing community". Many girls who want to become beautiful would see UGC and share their experiences of becoming beautiful on it, and all of these "offline institutions" can do the same.

Decentralization and reducing marketing costs to achieve the ultimate goal of acquiring customers are also "what institutions pursue." As long as there are "users" and "projects", every institution can also engage in "community-based e-commerce" (community plus mall). As for the institution upgrading to comprehensive medical care, it will be a complete transformation.

1. Use media to acquire external customers

When the above-mentioned operating model is perfected, the private domain system has essentially become a "closed-loop state". Institutions can cleverly use some external "customer acquisition channels" to achieve "user growth", which is also the platform operation thinking.

The essence of media is "the channel for those seeking beauty to receive information", and information is the "core for users to accept". In the era of mainstream television media, growth can be achieved as long as frequent television media investment is made. Why? Are we lucky or do many people happen to watch TV? These are all appearances.

We should think more deeply about establishing new cognition for the audience within the effective range of their acceptance, and this cognition is the "content of the advertisement." Then we can understand it as "media placement", the ultimate goal of which is to change the cognition of those seeking beauty in a closed space and reach a new consensus.

So how do we do it specifically?

With a few key words, you can understand your users and find out who they are, where they are, what they pay attention to, and which apps they use to get information. Therefore, the channels for media placement do not have to be limited to "traditional channels."

Next, we can study the properties of the media, including user reading habits, such as whether they like watching TikTok or watching short dramas. A client of an agency was looking for mothers who were about to give birth. The client discovered that “most mothers are concerned about parenting knowledge” and placed related “beauty ads” in parenting channels. As a result, the customer acquisition rate increased.

So, on the whole, all channels are means, content is the core, and we should spend more budget on content production. There are many channels, but they are just the content production of the organization, the traditional operation model, and the competitive product decisions, which limit their own customer acquisition methods.

For example, you can also invest in beauty content on Douyin, mainly to find the regrets and demands of core users, and package and market them in another way that suits the platform's tone.

2. Restate the brand power of medical beauty institutions

From an institutional perspective, brand building is not a simple symbol. Many people will question why institutions need to build brands. Indeed, at this point in time when fragmentation and information iteration are rapid and industry advantages drive out good money, it does not seem to be very important.

However, if in the process of organizational operation, the brand is merely regarded as a symbol, slogan, and culture is just words, then it is meaningless. It will not have any impact on customer decisions. You will only be trapped in model thinking and low prices, which is a vicious cycle.

For example: When a user you recruit from a channel comes to your store to consult about a project for 9,800 yuan, and then goes to an agency with stronger brand power and lower prices than you, you are undoubtedly not competitive. On the contrary, if your brand power is stronger and you are slightly more expensive, the customer may choose you.

From the customer's perspective, the main purpose of an organization's brand building is to make customers who have "beautification" consumption needs think of you first and remember your brand among many organizations.

In fact, many organizations are engaged in brand building, but when choosing strategies, they tend to be more traditional and still focus on "advertising." In the era of private domain, we need to be closer to customers. For example, “your organization has developed a mini program”, most of the time we still follow the marketing methods of the mall.

But since we have built our own channel, we also want to "leave an entrance" in the process of maintaining our private domain users. If you want to help members develop habits, repeat purchases, traffic, and brand communication, if you simply offer price discounts or project displays, then you will be no different from a third party.

But customers may use third-party platforms more frequently than your self-built mini-programs, so it will eventually lose its meaning.

Therefore, the construction of brand strategy is established in the process of "brand-effect sales". For example, when establishing a membership relationship, customers should be allowed to participate in using the mini program mall and provide valuable suggestions. For example, when sharing content after surgery, they should be encouraged to interact with the community and share surprises. This should not be superficial but should truly differentiate and improve service processes.

If there is no differentiation, no recognition and experience based on the institutional brand, customers will not choose you and will go elsewhere. Institutional transformation starts with thinking. The official website is the face of an organization. In the Internet age, it can not only display doctors’ endorsements, patient cases, and popular science content, but also award certificates are equally important.

In conclusion: The private domain of medical beauty is not just a consultant’s “circle of friends”, it includes an operating system that integrates “stores + mini-programs + consultant IP operations + corporate WeChat + self-media + official website transformation + knowledge beauty academy + community e-commerce”. All businesses are worth redoing with private domains, and the same applies as long as institutions grasp their “core user groups”. I wish you success in digitalization and brand upgrading soon.

Author: Wang Zhiyuan

Source: ID:Z201440