How can medical and health products be accurately placed on Xiaohongshu to achieve high ROI?

For brands, Xiaohongshu has become an important platform for brand marketing.

Many start-up brands gain exposure through seeding on Xiaohongshu, gradually occupying the minds of users to enhance brand influence and achieve direct conversions. Skin care and beauty are still the categories with the largest traffic on Xiaohongshu.

According to the Qiangua data platform, among the notes in the past 30 days, skin care and beauty accounted for 33%, clothing, shoes and bags accounted for 26%, and home appliances accounted for 19%.

However, due to the sensitivity of medical and health care and platform restrictions, the number of publications is relatively small, and many related search terms will be blocked. Or a reminder: The medical field is highly professional, so please go to a regular medical facility for medical treatment and medication.

If you forcefully push medical cosmetic surgery or medical devices, you will encounter traffic restrictions. The platform is also worried about misleading users about their health, so when it comes to health, it is very important to master the skills in order to reach precise target users.

01. Lock in coverage topics

There are three categories when you open the homepage of Xiaohongshu. In addition to displaying the notes of the bloggers you have followed, the discovery page in the middle will also recommend corresponding notes based on the platform's "one thousand faces for one thousand people" recommendation algorithm and the user's recent browsing behavior, such as the content they have read, the length of stay, and the keywords they searched.

For example, if you recently searched for gynecology, the Natural Discovery homepage will recommend gynecology-related content to the user.

Another is search. Many young people basically use Xiaohongshu as Baidu search, so they will search for topics that interest them to provide reference. The platform then matches and displays notes by capturing key words and related topics.

Therefore, keyword layout is particularly important, and the target topics and target groups should be locked in according to the products or services.

For example, if you want to promote gynecological conditioning products, the target group is women between the ages of 18 and 35. The topics surrounding the products can be extended to include intimate care, popular science guides, case evaluations, etc., and keywords such as gynecology and female private care can be placed in the title and text; if you are promoting offline hospital services, you can use more city keywords, such as Shenzhen gynecological examination, to attract the attention of nearby people and reach a more precise audience.

However, there are usually a lot of related notes for searching a single word, which means that the competition is fierce and the probability of the note being seen by users is very low. At this time , in order to optimize the ranking, it is necessary to extend the long-tail words or surrounding words.

For products, such as gynecological gel, it is further subdivided into how to use gynecological gel; according to the target customer group, such as postpartum gynecological inflammation, the target user's attention can be quickly locked; keywords are set according to the usage scenarios, such as what symptoms occur, during menstruation, etc.

Gynecology popular long tail words

02. Avoid sensitive words

What we need to pay special attention to is to avoid banned words and sensitive words, which are also called flow-limiting words.

Explore the platform style in advance, and through actual operation, find that many parts or disease words such as inflammation, pathogens, etc. will be restricted, and the platform rules are constantly changing.

Before posting, you can copy the note to Xiaohongshu's note violation word detection tool for testing. The system will automatically detect some sensitive words to avoid demotion due to note violations.

03. Create memorable moments

Distill the most profound highlights of the product, make it clear what you want to convey to users, and highlight the differentiation of the product. Otherwise, it will be difficult for users to remember you even if they swipe your page.

For example, with probiotics, while others are emphasizing weight loss and gastrointestinal conditioning, you can focus on other functions such as whitening and detoxification. Maybe there are people with such needs. Or you can list the ingredients and qualifications of the product, and try to show your unique advantages among similar products. Don’t use the same "advertising slogan" for all products, and don’t give all kinds of selling points to one product. It will be difficult for consumers to remember the core selling point of the product.

High-end and good-looking product packaging, warm and comfortable hospital environment, etc. can also add points to the recommendation.

For example, the HPV self-test kit has a very beautiful pink sampling stick inside, which has the refined feel that women like. Displaying the picture multiple times will deepen the impression.

04. Choose bloggers with strong relevance

Blogger types can choose fan groups that focus on healthy living, which can awaken them more quickly.

For example, if you invest in a home blogger, users will feel that you don’t trust him enough. People follow this blogger to see home furnishing products, and if medical and health products suddenly appear, it will seem a bit pretentious and will also affect the brand value.

In terms of content, the main focus should be on providing real and effective value from the user's perspective. This can be sharing of treatment cases, real evaluations, stories + product placement, popular science knowledge, etc. Don't try to exaggerate it, and maintain a sincere and neutral attitude. You can still make it a popular note.

05. Return to the brand itself

The purpose of marketing itself is to increase sales, but the role of the brand and communication positioning are often overlooked.

Have you thought about what you want to gain through advertising on the Xiaohongshu platform? Is it to attract traffic to the store or for brand exposure?

The objectives and strategies of each promotion stage are different. It takes one step at a time from the initial expansion, word-of-mouth promotion to conversion. It is not possible to perfectly solve all the promotion goals at once. Especially in the field of medical health, it must be combined with user psychology and product characteristics to increase trust and authority. It is not like clothing and cosmetics that have faster conversion rates.

Therefore, the packaging of the brand word search display page is also very important to give users a high-quality sensory impression.

Brand display page reference

The last point is that regarding enterprise accounts, most medical categories such as medical institutions, genetic testing, medical devices, etc. are temporarily unable to be settled in. Some companies will also apply for other non-medical qualifications using their own trademarks, and they will also be approved.

Category requirements for Xiaohongshu Enterprise Accounts

So if there is no access, does that mean there is nothing we can do?

In fact, it is also possible to use a personal account to create the atmosphere of a corporate account, and name it with a brand name, so that when users search for brand words, the account will be displayed first. This is more conducive to user identification, which is equivalent to having a brand main base and also a window connecting the brand directly to users.

Author: Jada

Source: Great Joy