Medical beauty industry promotion case analysis

1. Project Background

In the age of appearance, appearance anxiety has become the norm. According to the survey, the data on appearance anxiety are as follows:

Very confident, no appearance anxiety at all: 23.6%

Those who are relatively satisfied with their appearance, have flaws but can use cosmetics to modify them, and do not need medical cosmetic procedures, that is, those who are mildly anxious: 56.1%

15.8% of respondents believe they have average looks, no outstanding appearance, certain flaws and hope to improve them through medical beauty projects, i.e. moderate anxiety

Very dissatisfied with their appearance, with many flaws, and believing that they need to undergo many cosmetic procedures to improve their appearance, i.e. severe anxiety: accounting for 4.5%

Data source: Mob Research Institute survey

2. Delivery strategy

1. User portrait:

As of April 2021, the number of medical beauty users has reached 18.073 million

The age distribution is:

3. Word selection direction

Based on traffic mining using SEO tools such as 5118, we can find out the core search terms related to our business and expand the keywords.

It is recommended to structure the account according to region/business + part of speech, distinguish product words, core words, brand words, competitor words, regional words, long-tail words, etc. Different businesses are linked to different landing pages, and different businesses should design different landing pages separately. The segmentation of promotional business helps us manage accounts and improve the targeting and relevance of creativity and landing pages.

5. Matching strategy

For price, question, and long-tail categories, it is recommended to relax the matching and test the effect with intelligent medium bidding.

Competitive categories, brand categories, product categories, suggest phrase matching, strive for ranking

The traffic of common words is large, so it is recommended to match accurately and bid moderately.

Suggestion ratio: 10% accurate + 50% short phrases + 40% smart

6. Time period selection

Traffic on the PC side increases after 8 o'clock, reaching the peak throughout the day. It is recommended to maintain the promotion throughout the day, and the time period should be from 8 am to 2 am.

Traffic on mobile devices increases after 8 a.m., with peak hours at 12 p.m. and 19 p.m. to 11 p.m. The recommended online time is 9 a.m. to 11 p.m., and stay online during peak hours.

3. Materials

1. Copywriting direction

• Port preference: Set port preference creatives, especially mobile creatives. It is recommended to have at least 2 mobile preference creatives to make the display more targeted.
• Writing points: FAB rule, describe product features and advantages well. In addition, the most important point is to find the user pain points and give corresponding benefit points for the pain points. Products exist to help users solve problems. To do marketing, you have to find the user pain points and take drastic measures.
• Copywriting direction:

Brand: 1V1 video consultation with Doctor XX

Discount: Limited time special offer, 500 off for purchases over 10,000; Regeneron special price 43% off

Pain point: What to do if your skin is rough and dull?

2.Material points

Adding beauty elements or pre- and post-operative comparison elements, coupled with pain point copywriting + conversion-guiding terms, can obtain better clicks.

3. Landing page design

Design logic: The header image is recommended to put the user's pain points or pain point solutions (such as how much does it cost to remove eye bags, how to remove eye bags in 20 minutes, and how to remove eye bags without surgery)

Real case: Using pre- and post-operative comparison photos to help users visualize the effects of the product

Activity information: Use coupons to attract users to fill out forms and convert; use evaluations to guide users to leave information

Brand advantage: Use words such as "Which one is better" to introduce the brand, supplemented by brand qualifications and excellent cases to enhance users' trust in the brand

In addition, each time a pain point is solved, a conversion entrance should be attached. The conversion button copy should be related to the module theme, such as the cost of testing XX product - estimate immediately, make an appointment to receive a coupon - make an appointment immediately, etc.

The above is the promotion strategy of the medical beauty industry for your reference.

Author: Little Sister Aiqi

Source: Aichi SEM