How to use Xiaohongshu’s algorithm mechanism for oral medical beauty marketing and promotion?

If medical beauty marketing is limited to product competition, in the end it will only be a price war; if it only focuses on promoting projects, in the end it can only desperately package them until they become flashy, incomprehensible, or even fraudulent, and the sense of "trust" will no longer be taken into account. Therefore, how to build "trust" in medical beauty marketing is a topic facing medical beauty colleagues.

My writing skills are generally limited, and I hope that students who may have been unintentionally affected by any mistakes will forgive me.

01 Xiaohongshu = “IQ tax” for outpatient services? ?

First of all, in the field of consumer medical marketing, I have always felt that Xiaohongshu is a magical website, not only because it is the most famous one.

At the same time, favored by the consumer medical industry market, it is also one of the ones that harvest the most "IQ tax" in outpatient marketing.

Many doctors may not understand this, so let’s start with the history of the rise of Xiaohongshu:

Although Taobao’s homepage recommends products to users based on big data, which is the so-called “one thousand faces for one thousand people”, in essence, it is still a “product” and “entry” logic, and Taobao is more responsible for completing the “convenient scenario” of “purchase” . The work of guiding you to become interested in a certain product is usually done by external communities such as Xiaohongshu , which is the " grass planting " seen every day in the marketing circle.

Many lovely clinic owners, especially those who are doctors by profession, have their eyes light up when they hear the word "planting grass" and suddenly feel that the whole world is full of light. However, he does not understand that the “grass” planted by “planting grass” may not be the “grass” in your home.

Wow, this sentence feels like an insult.

Why do you say that?

First, a typical Internet path for a product purchasing user is:

1. First, it was recommended by bloggers in communities such as Weibo, Xiaohongshu, and What’s Worth Buying.
2. Search for this product on Zhihu to view reviews
3. Then, look for "coupons" and "rebates" on third-party websites such as Fanli.com.
4. Finally, go to Taobao, Dadong, or even Duoduo to find and place orders.

This is also the basic "strategic thinking" that major advertising companies, including Jason, who was the team leader of an advertising company many years ago, use to help various "brand dads" to place ads.

Secondly, when this set of "strategic thinking" was applied to the consumer healthcare industry, after harvesting the first wave of "outpatient newbies" through various "KOLs", "KOCs" and all kinds of real and fake old Ks, it was discovered, as we all know, that it was actually useless.

Looking back, the reason is actually very simple:

(1) Regardless of medical aesthetics or dentistry, most of the profits come from “big projects” with high customer unit prices

"Trust" in the clinic or the doctor is a very important component of outpatient conversion, and it can even be said to be the most important component of outpatient business conversion. Repeated communication is required to reach a "deal".

As mentioned above, Taobao is more responsible for the "convenient scenario" of completing "purchase" and is relatively weak in building trust and repeated communication.

(2) The business logic of Xiaohongshu’s KOL strategy is based on the “Taobao + Xiaohongshu” ecosystem

As for most outpatient clinics, especially the majority of small and medium-sized outpatient clinics in the industry, since e-commerce is more based on product standardization issues, the comprehensive cost of opening a Taobao store is not cheap, and other miscellaneous factors, most of the outpatient clinics don’t even have a Taobao store, so how can there be conversion?

Therefore, with the iteration of marketing methods, for the consumer medical industry, "Xiaohongshu + private domain" has become a common marketing solution for most consumer medical industries.

In fact, from the perspective of today's Internet development, digital marketing in any industry is essentially about solving the efficiency of traffic conversion through different marketing methods. Looking at the development of marketing trends in most industries, in the iterations of media-content platform-community-social platform, we can also see that most marketing methods can gradually strengthen their fission capabilities as the relationship chain gradually strengthens.

What does it mean?

From the perspective of the consumer healthcare industry, we used to believe that in-depth communication between outpatient clinics and consumers was more effective. However, the emergence of private domain traffic in recent years has made many industry marketers realize that they can also establish strong connections with consumers online. Therefore, it is natural that for consumer healthcare, "Xiaohongshu + private domain" becomes an irreversible marketing iteration direction.

In other words, social marketing with stronger relationship chains means higher conversion rates.

In other words, how to open up enough "traffic" through Xiaohongshu and strengthen the relationship chain through WeChat has become the fundamental means of "how to grow effectively through Xiaohongshu".

02 Innovation in marketing methods: It’s not about who follows the rules, but who is more unruly

However, many outpatient clinics copy this "routine" exactly as they should. After all the hard work in publishing the articles, they find that reality is often cruel and the truth is always naked. Especially when there is a small group of clinic owners in the industry who do not learn their lessons and try to get information on "how to improve conversions on Xiaohongshu" through interviews or other means?

Most of the answers I got were: the pictures must be exquisite, the content must be true, and other nonsense.

Moreover, from a layman's perspective, most of the notes of these "successful" accounts are just simple descriptions, plus the common comparison pictures and a few words of praise. In fact, some of the content is not as well-thought-out as those of those "unsuccessful" outpatient clinics.

Well, I admit that many times, especially when I meet someone who says something that makes me really unhappy, I often make up stories like this, but it doesn’t matter.

First of all, we must understand the background. Although most of the time commercial competition is not won by means, based on the reality of "undifferentiated market competition in outpatient clinics", what most marketing personnel do is actually to see who has the loudest voice. (For details of this view, please see above: The fundamental reason why “channel hospitals” cannot disappear is that you don’t understand consumer healthcare at all”). However, “being loud” costs money, and many outpatient clinics do not have that much money in reserve. Therefore, a small group of “smart people” open outpatient clinics and hope to quickly double their business through innovative marketing methods.

But the cruelty of reality always slaps you in the face. How can you understand it?

To put it bluntly, the essence of operating to achieve growth is "buy low and sell high", relying on the information asymmetry of "I know what you don't know" or "I know it earlier than you do". If there is such a low-cost and explosive growth method, only a fool would tell others about it. This is also the most basic selfishness in human nature.

On the contrary, if everyone knows about it, it will become a "conventional routine" and return to the "zero-sum game" competition state within the platform.

In other words, people who love to share "secrets" so selflessly cannot, in theory, come up with any "information asymmetry" such as "I know what you don't know" or "I knew it earlier than you."

Therefore, with the current IQ level, it is hard to tell who is fooling whom or who is deceiving whom.

For example: A long time ago, a cute kid discussed beauty operation skills with me. It was said that it was a "secret recipe" that could directly crush the industry.

Although Jason has been working in the market for many years and has practiced various routines and anti-routines, his experience tells me that this is unscientific, but curiosity is also the most normal human emotion, especially for people like me who are more curious.

In summary, his idea is to deceive users into recharging under the banner of "informal services" through "people nearby", and then strictly and resolutely provide only "formal services" after recharging, and can also provide invoices. People who have recharged their accounts often don’t know how to complain and can only accept the consequences.

As expected, art comes from life. If this weird operational idea becomes mainstream, it will explode sooner or later, without having to wait for "Teacher Luo Yonghao" to come and "subvert" consumer healthcare.

Fortunately, they are just a small group in the industry, which allows those of us who don’t have any “secret skills” but are still working hard in the market to still have hope for the consumer healthcare industry.

By the way, this is not important!

Secondly, we must understand one thing: although we often post articles to attract traffic, the "underlying logic" of different platforms is often different. How do you understand this?

In the usual sense, we refer to articles posted by public accounts, Douyin, live broadcasts, and Xiaohongshu KOLs as "content traffic generation." But from the perspective of circle culture, the two concepts are actually confused. Although they are all "traffic diversion", the underlying logic actually revolves around two dimensions:

• Display attributes: content text, long video & short video, live broadcast
• Functional attributes: talent show, nonsense & traffic sales

For example: the public account "Advertising House of Cards" itself will educate you on many useful and useless complex business concepts. Talking nonsense every day is called "content drainage." Regardless of how the form and media of content presentation change with the advancement of the times, the fundamental way to commercialize content is always to attract users to watch through content, and then sell some material pictures, planning tools, part-time marketing services, etc.

"Little Red Book" is different. From the content level alone, as long as the promotion of products is regarded as "attribute-based", it will be accompanied by the underlying logic of channel traffic. Whether it is text or live broadcast, it is essentially just a channel to display low prices, which is essentially the same as Juhuasuan and TV shopping. Regardless of short videos or live broadcasts, they can be recognized as the "traffic dividend effect" generated by technological upgrades, or a means of attracting attention and obtaining traffic.

In other words: except for the blogger's photos, the other content does not need to be "good-looking". The products are sold by ultra-low prices. What attracts people to watch the products is not the content itself, but the low price.

Haven’t you seen that Li Jiaqi once permanently banned Lancome in the live broadcast room and directly started a fight with her, simply because he bought goods from Lancome at a 20 yuan higher price than Viya, which touched his "bottom line".

However, “hot-selling products” that are sold by the tens of thousands in a few seconds during live broadcasts often remain unsellable even after the price is lowered. I believe this, and many of my colleagues in the industry who have invested in live broadcast clinics must have had a very painful understanding of this.

In fact, most of the paths to fame revolve around YouTube, and those who can produce in-depth content have gone to work on it. Those who want to be famous even though they don’t have any talent basically plan to use MCN live streaming to sell goods.

If you don’t quite understand, you can refer to the basic label of popular artist management: “Those without acting skills are all idols.” History always repeats itself surprisingly. I just want to make a simple complaint here.

Third, we need to make clear one fact. Although it is true that ignorance and fearlessness cannot lead to growth, if real money is to be spent, some "conventional routines" still need to be followed.

As we all know, Xiaohongshu’s core traffic sources are nothing more than two:

1. Keyword search;
2. The system recommends by default.

Based on the above logic and the basic attributes of the accompanying channel logic, how to rank and obtain traffic through technical means is the fundamental of "bringing goods". Therefore, "data maintenance" is the most core operational means besides writing good content.

However, this maintenance does not require any advanced skills, there are only two methods:

• The first is mutual praise and evaluation , which is also the most basic, and the most common ones are various related groups;
• The second method is even simpler and more crude: to increase followers and buy likes . This is an open secret in the Internet industry, and Xiaohongshu is no exception.

There are generally two ways:

The first one is relatively low-level and uses robots to brush. It’s just that this type of thing is easily monitored by the platform’s “risk control system”, so the price is relatively cheap.

The second method is to use real people to swipe the data. The data is not easy to lose, so the price will naturally be a bit more expensive.

In many Xiaohongshu groups, the "agents" responsible for Xiaohongshu will send out the day's quotation sheets every day, tempting operators with poor data. These quotes are also very user-friendly, offering various package services. For only 30 yuan, you can get 500 likes and favorites, plus 10 comments. The comments can also be customized. You can comment however you want. No one will care even if you say you are going to see God tomorrow. Just write it and send it to the agent.

These are all routine operations. Are these the only technical points? Not at all!

If you have enough MCN company resources, you can play a little more "supply chain":

As we all know, with sufficient configurable resources, brand-related content can appear in a sufficient number of front rows under the same keyword. Therefore, hundreds or even thousands of Xiaohongshu IDs are needed to publish graphic and text content containing this keyword to achieve "brand dominance".

The benefits of “screen domination” are:

• On the one hand, although the cost of recommending traffic based on content interest is low, the risk cost is too high. As an old operator, I will not do any high-risk business.
• On the other hand, most users who come from the "search" source generally have clear intentions. The advantage of screen dominance is that no matter what keywords the user searches for, the conclusion is the same.

So, for users, through the outpatient brand that dominates the screen, in the process of users browsing and constantly repeating the brand, it is more likely to be included in the consumer's "brand selection range" from a probabilistic point of view.

Of course, the ROI is also more stable!

At the same time, in order to conduct more effective "risk control", sometimes we will use keyword expansion tools similar to 5118.com. I believe that many students who have done search bidding should be familiar with how to use this tool.

The tool itself is free, but using it more efficiently still costs money. I won’t teach you how to use plug-ins more efficiently here, otherwise the advertising traces will be too obvious.

At the same time, in order to deceive Xiaohongshu’s product algorithm:

As usual, some "accompanying" content is needed. From an amateur with 0 fans to a small V with tens of thousands of fans, they all need to go through strict process calculations and various anti-routines. At this time, the MCN company in your hands needs to make a shining debut.

Generally speaking, large MCNs in the industry usually only sign contracts with a few bloggers with over 100,000 followers, so they have to hand it over to smaller agencies to find small Vs with tens of thousands of followers. The smaller agencies will then assign the task of finding free amateurs to amateur bloggers with Xiaohongshu IDs.

Another reader may ask here: Are these amateur bloggers stupid for helping write things for free?

This is not the case. On the contrary, amateur bloggers are particularly keen on free exchange tasks, because there is no threshold for the text and picture content of Xiaohongshu, and the income of amateur bloggers is usually not high. As long as they can get a free exchange task, it is equivalent to experiencing the use of various products for free.

After all, what woman can say no to "free"? Except for free men!

However, it’s not necessarily the case these days. It’s hard for girls to talk about it nowadays, so it’s not important!

Let’s use a familiar example: just like the consumer medical industry, in order to create original cases, they are actively carrying out various activities such as “city-wide search for XX free plastic surgery/dental implants”. The logic is essentially the same.

More importantly, for amateur IDs, Xiaohongshu "agents" will also take out a portion of their profits to help amateur accounts improve their "data budget" for content effectiveness. In this way, these amateur bloggers can gradually increase their fans, which can not only satisfy their vanity, but also gradually move towards becoming a small V or even a big V.

Therefore, a complete set of Xiaohongshu operation workflow is roughly as follows:

1. First, filter by brand product category and distribute various content directions
2. Then spend money to increase the number of views, and then like and follow each other to earn rankings
3. Real-person interaction creates a sense of authenticity in data
4. Finally, the notes are promoted to trigger the recommendation mechanism of Xiaohongshu, and then pushed to the homepage to attract attention.
5. At the same time, as long as it occupies the front row of search positions and the keywords that most users may search for, users will always search for this brand, thus achieving the purpose of "driving traffic"

In fact, in an operation, the content that can really "bring goods" is actually only the two or three notes that are searched at the top, or what we call those that need to be "carefully written" by the clinic. Here, we would like to strongly recommend our AI smart copywriting & "running-up" products: Now you finally understand why your Xiaohongshu will never have any volume!

Again, the essence of outpatient marketing is currently a "demand arithmetic problem". In the "zero-sum game" market, the core is not on the investment at all. In the market environment of medical aesthetics, plastic surgery, and oral dentistry where demand is almost constant, how to get the "biggest piece of cake" is what every clinic should really worry about. Believe it or not.

Of course, Jason is not the only one who is familiar with this routine. All of the above are still conventional routine operations. Some channel companies in other industries are also aware of this "routine". Next, let's talk about something that general media are not allowed to broadcast... I would like to emphasize here that I am talking about channel companies in other industries.

If you understand the development of technology well enough, with the help of multi-account login plug-ins and WeChat group control robots, you can play this game even better without affecting your ability to make money.

What does it mean?

To put it simply, it means that when the number of "keywords" in the known industry is absolutely leading, they are "circulated" among consultants through the "private domain" of the channel company.

• First of all, it is a probability that users who accept this “circulation” method care more about price, or are guided by “consultants” to care more about “price”. Whether you agree with it or not, it is true.
• Secondly, after attracting users to sign up through special discounts on "well-known brands" in the industry, they will "considerately" tell the "users" that the limited discount on this brand is no longer available, and recommend other brands with "greater price advantages" to the same "users" to make the first harvest.
• Third, the remaining "users" with no harvesting value are "transferred" to peer channel companies or online finance and installment cooperation units at a low price to complete the entire transaction loop.

In society, this is called "killing two birds with one stone."

Strictly speaking, this is not a "violation of the rules", but it is a bit "bullying":

First of all, this matter itself is like "Zhou Yu fighting Huang Gai", one is willing to fight and the other is willing to be beaten.

• In terms of rules, they first collect a "monthly fee" from the "Party Client" and promise to settle the bill based on the number of users visiting the store, so that many "Party Clients" who are already unsure about the market can feel that they are "sure to make a profit."
• In fact, based on the dimension of "well-known brands" in the same industry, this itself is a "hat trick", and for "small brands" in the same category, the general result is that they will definitely not make money.

As we all know, the characteristic of price-sensitive users is that they have sales in the short term but unfortunately do not make money in the long term. The consequence of not making money is that the money has no source, there is no money to recruit good doctors, the service is not guaranteed, and the market, channels, and consultants have even less enthusiasm.

In the end, “this doesn’t work, and that doesn’t work either.” It’s just a vicious cycle.

Secondly, from the perspective of the channel company, KPI is a "joke" and there is absolutely no possibility of failure to achieve it.

After all, for price-sensitive users, “shopping around” is the norm. After receiving a large number of manuscripts from "Party A", even the content costs are saved, and the profit margin is further increased. It is estimated that some unscrupulous channel dealers have received money from "Party A" and are cursing "Party A" for being SB in their hearts.

With this calculation, you "Party Clients" might as well give me some tips with the money. @Smart Editor will at least reply to you: "Welcome to visit us often."

It’s just a pity that many of the “client dad” store market kids worked hard and carefully to write the manuscripts, but they didn’t realize that they were useless from the beginning or were serving as a tool for others from the very beginning.

So, sometimes, "ignorance" is also a kind of happiness, to be honest.

Third , many young consultants in stores mistakenly believe that there is something wrong with their reception methods, and then they begin to doubt their lives and are "brainwashed" in various ways, not realizing that the "user component" is the biggest problem .

As a result, many people in this industry mistakenly believe that "discounts" will generate "business", and are unable to face up to the positive relationship between "price", "cost" and "brand assurance".

Moreover, whether from the perspective of individuals or corporate entities, should limited resources be used in places where money can be made or in places where no money can be made?

To put it another way, why was it always easy for channel hospitals to recruit people in the past? Because the commission is high, even if it is a scam, the basis of human nature is "realistic".

Anyway, how do you evaluate this matter? Is this a “tax on IQ”?

No, it's "retarded".

In fact, as far as Jason knows, many of his marketing colleagues are very familiar with this matter, but they just don’t dare to speak out this naked fact like Jason. In particular, some parties A, under the guideline of making quick money that is agreed upon from top to bottom, the outpatient clinic can obtain income in the short term, the marketing department of the party A can obtain growth, and the channel dealers can obtain profits.

As I said, everyone is very realistic these days.

However, there is always a "but": with the sudden outbreak of the black swan epidemic, the Internet has gradually become the main means of acquiring customers for most outpatient clinics, and some aspects are changing.

On the one hand , with a large-scale wave of store closures, the "Party Client dads" are almost forced to become "Party Client grandsons" due to the rent. As the "promotions and discounts" that they rely on for survival to increase "ROI" are becoming less and less effective, some "Party Client dads" are gradually beginning to reflect on the true meaning of life: "how to survive." (See the above point of view: The fundamental reason why “channel hospitals” cannot disappear is that you don’t understand consumer healthcare at all”). I won’t argue about it again here.

In other words: Only fools would spend real money if they could make money at a low cost.

Rough words may not sound nice, but they reveal the truth of life!

On the other hand , with the gradual decline of the entire Internet traffic dividend, ROI is actually decreasing year by year.

As a result, it is impossible to drive data along with the growth trend of the market, so that after changing the title based on ROI, the "one fish, three meals" gameplay is here again for the course platform.

Business has to be done in pairs, homework is assigned to "students", and "hypothetical questions" can be made up at will. Doesn't this even save the cost of MCN?

However, using courses to "harvest leeks" is an "eternal proposition", and this can be said regardless of industry.

Jason emphasized again: I am talking about the ways of playing in other industries, not reflecting the meaning of any peers

Believe it or not, at least I believe it.

03 To achieve business success, it depends on who follows the rules better

Seeing this, I believe that some colleagues will scold Jason for violating the "essence of medical treatment" and being "suspected" of "over-marketing". Instead of doing this, it is better to follow the platform and do science popularization seriously.

In fact, if it is not for the purpose of catering to Toutiao, SoYoung and other platforms to gain platform traffic, "popularizing knowledge" is actually a very "anti-intellectual" behavior from the perspective of market behavior.

First of all, "returning to the essence of medical care" is a very confusing issue

On the one hand, from the perspective of consumers:

Especially under the outpatient VI regulations that some doctors are eager to write "Return to the Essence of Medical Care" on their faces, and in the context where both old and young doctors are shouting the slogan "Return to Medical Care", how do you expect consumers to view this soul-searching question, "What did doctors do before?"

In Jason's opinion, this is one of the biggest myths in the current consumer healthcare industry.

On the other hand, from an industry perspective:

As we all know, competition under regulation is the core driving force for the healthy development of an industry. There is indeed a small group of clinics in the industry who, on the one hand, pursue quick money and lament that the industry is not easy to work in, while on the other hand, they seize on some insignificant points in the "marketing methods" to criticize the industry, saying that "marketing" is the key core issue that violates the "essence of medical care". It seems that only by criticizing the "marketing methods" can they show that they are the spokespersons of the "essence of medical care".

Damn, the most shameless thing is to thief crying "stop thief". Think about it carefully for yourself!

Moreover, when more doctors see this small group of people "singing red songs" and "fighting crime" at the same time and making "quick money", it is inevitable that their mentality will collapse. This has caused many doctors to quickly change their careers and start working in the market.

However, I think this is also good. After all, doctors also need to support their families. It shows that everyone has understood life. Everything is too empty these days. 99% of those who talk about ideals every day but don’t pay are scammers.

Well, Jason has been letting himself go lately and has been speaking without thinking.

This paragraph has gone a bit off topic, let’s get back to the topic.

Secondly, looking at the successful business models in any industry, they all rely on products and services. The strength of products and services is the foundation, and everything else is just a means.

Even with all kinds of fancy marketing methods, such as: Xiaolu Coffee, which has abundant capital and strong marketing, the first impression of most consumers is still that it tastes bad, which leads to poor sales.

Then, various promotions and coupon issuances drive growth, which is another vicious cycle.

Well, the Buddha once said: Most deaths are caused by oneself, very insightful!

Product is 1 and marketing is 0. Without 1, no matter how many 0s there are, they are useless. This is a very simple elementary school arithmetic problem. In fact, the entire industry is shouting "lack of traffic", but in essence, they just don't understand the issue.

In fact, in today's Internet, with the support of traffic from various platforms, it is actually very easy to obtain traffic. The core challenge of outpatient operations is to convert traffic after obtaining it.

To put it another way, capital never sleeps.

Don’t you see, “big health” is about building a complete business path of “traffic – outpatient – ​​conversion” through various capital purchases.

Of course, this model is not easy for ordinary people to copy!

Third, what kind of consumers are the most valuable? They must be those who can afford to pay and are willing to pay quickly, and are not so troubled and entangled . On this point, all those who work in marketing and all those who work in consulting are surprisingly consistent.

However, there is a small group of marketing colleagues who do not “guide” consumers in this direction:

On the one hand , from the perspective of consumers: consumer healthcare is also healthcare, and the knowledge barrier is still very high. We cannot expect that a few popular science articles will help consumers understand the twists and turns in consumer healthcare and distinguish whether a clinic is really a "formal institution."

Different fields have different worlds. Even most outpatient doctors cannot understand what their marketing classmates sitting in the same office are doing all day. How can you expect consumers to understand the "essence of medical care" in a short period of time? Isn't that crazy?

Even from the perspective of consumer demand, although "influencing consumer judgment" is important, it is actually unnecessary for consumers to understand every step of the operation, just like you don't need to understand the structure of a mobile phone when buying it, and you don't need to understand "how to provide postpartum care for sows after breeding" when eating pork. This is a logic.

What we need are "consumers" rather than "medical doctoral graduates". The essence of business is to "reduce the user's choice cost" rather than to send a large number of consumers to medical school first. Instead of going to great lengths and ignoring the investment-output ratio to promote sales and popularize content, and calling it a brand, it is better to be simple and direct. Consumers will vote with their wallets.

On the other hand, from the outpatient perspective: prices are determined by supply and demand. When there is a problem with supply and demand, especially in the industry context of various promotions after "undifferentiated competition in outpatient clinics", repeatedly emphasizing that one's "cost" is very conscientious is actually a very stupid behavior.

The Chinese are indeed a nation that loves to "pay for costs", but this does not mean that consumers will be happy to pay for rent, water, electricity, and employee wages. Although this is indeed a fact of business, the matter itself is ridiculous.

For example: Who has ever considered how much the rent of a restaurant is before eating out? Isn’t that a problem?

Therefore, in Jason's opinion, there is no need to "return to the essence of medical care." And, to be honest, I don’t really know what the “essence of medical care” is, although I also follow various slogans every day, and this is the truth.

But from a business perspective, it would be good if we could return to the most basic principle of "business" - "practical management", obey business rules, and not blindly pursue unscientific profit margins and ROI.

04 “Cost” is not the key to solving the development of outpatient clinics, but “risk cost” is

Having said that, in the face of the "data brushing" behavior, both SoYoung and Xiaohongshu have actually been rectifying it all the time. This routine gameplay will gradually disappear with the upgrade of the platform's risk control. How to cooperate and coexist with the platform is also an issue that every medical beauty dental clinic market must consider. Well, the conventional rhetoric still needs to be used, Jason is afraid of receiving a lawyer's letter.

From the perspective of outpatient clinics, as "data brushing" becomes increasingly recognized by the public, in the context of rapid information dissemination on the Internet, how to create "link points and then build trust" between outpatient clinics is the real challenge.

Just like a while ago, a senior in the medical beauty industry made a public statement:

"If medical beauty marketing is limited to product competition, the only thing left is price competition; if it only focuses on promoting projects, it will end up packaging desperately until it becomes fancy, incomprehensible, or even fraudulent, and the sense of "trust" has long been out of consideration. Therefore, how to build "trust" in medical beauty marketing is a task facing medical beauty colleagues."

On the contrary, whether it is called an outpatient brand or IP, perhaps more new "concepts" will be evolved in the future, it doesn’t matter!

Whether it is online sales or offline outpatient clinics, once trust is quickly consumed by the Internet, no "concept" can save the fact of "conversion rate". mutual encouragement!

Final words

Recently, due to the rise of "short videos", personal reasons and other miscellaneous reasons, the fragmented time of all viewers will logically be occupied.

Therefore, I guess you old readers can feel that our content is also adjusting to the trend with more and more words. Jason is also considering whether to change from the previous "weekly update" to "monthly update", and the content will also try to be more in-depth. It’s still an idea at the moment, let’s talk about the specific plan later!

My writing skills are generally limited, and I hope you will continue to support me. Comments, likes, and shares are welcome. Thank you!

Author: Jason@超

Source: Jason@超

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