13 low-cost traffic-generating tips for the oral medical beauty industry!

The article shares with you 13 methods for low-cost drainage in oral aesthetics. Even if you are a novice, you will understand how to put them into practice after reading it.

Written in front

I had dinner with an old boss a few days ago. He recently launched an innovative Bluetooth headset project, hoping to achieve sales goals through low cost. The current problem is how to attract traffic, and he hopes to attract some people for him through me.

Well, although I have been running like a dead dog every day recently because of the "Consumer Medical Sharing Think Tank" incident, I still have to save face for my old leader! When I was thinking about how to implement this, I happened to think that this was a good topic and we could summarize it together.

Given that there are so many posts on Dahu about “how to direct traffic to a public Z account or how to direct traffic”! It is not very suitable for consumer healthcare or I think consumer healthcare is really difficult to implement. For example: creating hot spots, grabbing topics, and flooding the circle of friends without arguing. I won’t go into details. Anyway, it is really impossible for an ordinary small clinic to teach this.

After all, there is a little difference between those who specialize in medical care in outpatient clinics and those who specialize in marketing.

And, to be honest, this kind of post is really troublesome to write! I also hope that friends who see this will take the time to share or like it, and let me type these words for some psychological comfort. Your support is the driving force behind Jason's continued nonsense!

01 Advertising

I guess you won’t want to read on after seeing the first point.

Inner thoughts: "I have extra money for advertising. How can I use it? Jason, tell me?"

Jason replied: "It really works!"

I’ll do the math for all the clinic owners and you’ll understand!

If we follow the usual traffic generation methods used in the consumer healthcare industry, for example, we can do some calculations by comparing the distribution of headline content. Generally speaking, the content distribution of headlines is accumulated based on a basic rate of 300-1,000 exposures per article. Assuming a copywriter produces two articles a day, that would be about 60 articles a month. In other words, if your copywriter cannot write shocking articles, or his writing is not much better than Jason's poor writing style.

So, it is equal to: Copy traffic (exposure): 60*300=18,000

We will first use the copywriter's minimum wage of 3,000 as the basic labor cost budget.

In other words: the copywriter worked hard for a month and produced 18 CPMs, 166.7 yuan/CPM. Some readers have said here that self-media operators will definitely not build a platform. Well, even if we add Weibo, public Z account, Xiaohongshu, etc., it means posting on 4 platforms:

Four platforms (exposures): 60*300*4=72,000

According to common business understanding, this means that we spent 3,000 yuan in exchange for approximately 72,000 exposures.

On the contrary, according to the market average price of CPM = 50 yuan in the advertising industry, the cost of advertising is approximately 3,600 yuan.

Here, I will not mention a series of topics that can be called "metaphysical" for outpatient management, such as the control of advertising media and traffic quality, not to mention that you have to pay extra for provident fund and insurance, and the problem that personal income tax is higher than the tax increase can even be ignored.

Judging from the horizontal comparison of cost accounting and CPM output alone, this seems to be a very "loss-making" deal .

In other words, the cost of a copywriter working hard for a month is actually almost the same as the cost of advertising. In fact, the actual situation is that if a copywriter publishes two articles a day and sends them to four platforms, you can imagine the workload. For most of the copywriting students, I believe that once you assign this KPI, they will definitely resign the next day.

Therefore, the marginal risk of copywriting-driven traffic does not lie in the traffic itself, but in the content itself . If the copywriting of your clinic can really create a "hot article", this is indeed a low-cost and effective way to attract popularity.

However, objectively speaking, the average market price of shocking copywriting starts at 20,000 to 30,000 yuan. It seems that except for a few large chains of consumer medical institutions that may choose this kind of copywriting, 99.99% of outpatient clinics will not choose such "expensive" copywriting. Believe it or not, it's the truth.

Of course, the media and third-party platforms also think so, otherwise who would sell the advertisements to?

Well, I also understand this truth, which is why I spent a lot of effort to launch "AI copywriting" . By using machine writing, at least 1,000 original articles can be produced a day, and then they can be directly published using the Tongfa software.

So, many times, it’s not necessarily a problem of “skill”, the skills are just these, but that you made a mistake from the beginning.

By the way, I won’t say how good the manuscripts written by my machine are, but at least from the current point of view, they are not much worse than those written by most outpatient copywriters. If you don’t believe it, you can consult @店小等yourself.

Well, it is still necessary to do what Wang Po does when she sells melons and brags about herself from time to time.

02 Dividend Growth

Human nature is like this. What people care about throughout their lives are nothing more than a few things: "wine, sex, money, anger, barbecue and beer." Therefore, from the perspective of interpreting human nature, how to make good use of tools and reasonably utilize human nature becomes the key point.

For example: A friend of mine had a medical beauty clinic and couldn’t make ends meet, so he asked me for help. I looked around and saw that the place was deserted with few visitors and the old man at the door was bragging. Not to mention there was not a single feather in the front hall, not even a bird flew past the door, let alone a birdman. Since my friend really has no money, let’s not talk about the great brand image of the clinic for now. Survival first and then development is the hard truth, right? As for the characteristics of the clinic and its background, let’s not talk about them in this situation. Even if the service is amazing, there has to be a place to spread the information first, right? To be honest, if he is really that awesome, he wouldn't have to look for me, right?

Here comes the problem. Isn’t the core issue of outpatient clinics lack of money? How to ensure cash flow by diverting traffic becomes the key to the problem, but how to "drain traffic" is really a matter of opinion.

In view of this, I made an offer to the other party: "Dating in the same city/Rose Date" How about it?

Well, the expression of the other clinic owner at that time was the same as the facial expression you are seeing now.

What does it mean? In fact, this is a simple "information gap".

It is natural for men and women to pair up. In the words of my high school teacher, "Even flies know how to mate when they reach a certain age!" Of course, my high school teacher said this in order to prevent premature love!

It doesn't matter whether you can prevent it or not, but this is the truth. This is getting off topic, let’s not talk about this! Continue the topic.

Therefore, how to make use of this point is very important!

Don’t you see, under the premise that Mo M is real and fake, Soul is secretive, and the people nearby are strongly occupied by a bunch of second uncles, for most girls, apart from the regular work and life circle and going to nightclubs, there is basically no way to "expand the social circle".

Well, I guess many girls will understand this sentence immediately!

At the same time, considering that most girls cannot be as bold in love and hate as "Fairy Zixia", even if they have the heart, they don't have the courage. Therefore, even if a girl has this intention, she needs a "gimmick" or a seemingly reasonable "opportunity". Therefore, interest-based social networking has become a good way to attract traffic. Interests are not important, what’s important is socializing!

For example: two-dimensional animation, movies, nightclub parties, etc.

In terms of specific operations, a "party community" will be established where girls eat for free and boys pay 200 yuan.

To be honest, this trick is not new. What is new is that people can think of using it to attract outpatients.

By the way: In fact, most of the time, if the method is right, you can make money while having fun. Let me tell you, Jason made his first pot of gold from this when he was in college, right?

Well, Jason has a lot of "dark history" like this. If I really can't stand it one day, I can make a special post to talk about it. Of course, this requires "seed users" to turn the "growth flywheel". To put it bluntly, you have to know how to “play”.

For example: As for Jason himself, I really like to hold nightclub parties, because nightclub parties have a more "medical beauty atmosphere".

Well, all for work! But don’t “sacrifice” yourself for outpatient clinics, those who understand will understand!

Friendly reminder: Don’t organize a book club. It’s common sense that pretty girls don’t have time to read.

Then why do girls eat for free but men have to pay 200 yuan?

Jason replied: Without pretty girls, where would anyone come to pay? No money to rely on Mullah Xin for follow-up?

I really do this for work!

Of course, it’s easy to operate once you have the demand, just create a group first! Anyway, this demand is also welcomed by the "broad masses of the people", so the growth rate becomes a "not a problem" issue. After that, you can send mass advertisements and then go to the store.

Common knowledge about outpatient operations, I won’t dwell on it here.

Therefore, growth is not as "difficult" as many legends say. The method is important, but the method you can implement is even more important . Moreover, it was said that this clinic was doing quite well at the moment, which made Jason very pleased. If this gentleman happens to see this post, I would also like to wish his clinic gets better and better. If you get better, I will have something to brag about in the future, right?

Just kidding. However, I am really fed up with the fact that a medical beauty clinic can be turned into a "wedding" company.

Of course, the same applies to dental clinics.

Anyway, these old men and women don't have anything to do all day except taking care of the children, walking the dog, dancing in the square, and queuing up to get eggs at the supermarket in the morning. Give them something to do, and implants and major diseases will come, right?

03 Cards & coupons & low-price customer acquisition & free gifts

Generally speaking, for most small outpatient clinics, no matter whether it is an e-commerce platform or an offline store, dentistry means using dental cleaning cards to attract customers and fissure sealing to lock in customers, and medical beauty means using small bubble drainage and hyaluronic acid to expand customer base. There is no "other" or "exceptions", almost 100% of them do it this way.

Of course, there are also slightly more high-tech ones, such as those packaged as various types of “cards and coupons”. For example: various family cards, bestie cards, etc.

First of all, the underlying core of the "card and voucher system" is to attract new users horizontally or vertically through existing users, and to drive the increase in the number of large projects by locking in customers through small projects, or to increase the premium space of a single project.

Therefore, there is nothing wrong with the “card and voucher” user trajectory line itself!

Secondly, whether using a card-pinning system, a fission system, or a third-party platform, it is essentially a matter of user habits. In other words, users’ wallets have even become WeChat wallets. Where do you plan to let customers put their paper coupons?

Many guys in barbershops just can't see through this truth. With all the new beauty products out there, who the hell would be willing to get a fake card with nowhere to put it? It's no wonder that it's not easy to run a barbershop these days.

Therefore, “cards and coupons” are not the point, “cost model” is the point.

Third, from the perspective of marketers, some of the reasons are because the clinic owners really can’t figure out the accounts, and some of them are because the clinics really have no money and no people, which makes it difficult for the people below to do their jobs. This is a fact.

However, some truths still need to be explained. Otherwise, what is the purpose of the clinic owner hiring marketing staff at high salaries?

It is only right to plan before taking action and to settle accounts before implementation .

Take oral teeth cleaning as an example. From the current perspective, although many people are willing to buy teeth cleaning and it is the core growth point of e-commerce platforms, it is common knowledge in the industry that if a single tooth cleaning card is sold at a price lower than 80 yuan, it will definitely lose money.

After the previous article was published, many readers really couldn't see this truth:

The cost of a normal dental hygienist is about 8,000-10,000, at least in Beijing, Shanghai, Guangzhou and Shenzhen. If a dental hygienist sees 10 customers a day, that means he or she will see about 300 customers a month without a day off.

Calculated based on the selling price of 80 yuan, the dental hygienist's output is: 80*300=24,000 yuan.

On paper, it looks good, right?

However, have you ever calculated the series of costs such as rent, dental chairs, water and electricity, provident fund insurance, front desk staff, and marketing cost sharing?

Taking the capital as an example, the normal commercial water and electricity charges in stores are no less than 5 yuan/square meter/day. If the normal average usage area of ​​a dental chair is calculated based on 20 square meters, the fixed rent cost for one month is at least 3,000 yuan, and this price does not include various taxes.

At the same time, we assume that the minimum marketing cost of a tooth cleaning is 30 yuan:

Rent + dental hygienist + customer acquisition cost = 3,000 + 8,000 + 300*30 = 20,000 yuan

Therefore, generally speaking, if the outpatient dental cleaning fee is less than 80 yuan, then this dental clinic will definitely lose money.

Moreover, this does not take into account the differences in commissions between platforms and the marginal cost premium caused by not being able to find a suitable dental hygienist.

Therefore, it is true that locking in customers with low prices has no future in Beijing, Shanghai, Guangzhou and Shenzhen!

In short, if your business model can support this approach, objectively speaking, this may not be an effective way to "attract traffic". You see, in many county-level cities, this method is still "a great success".

However, from the current perspective, Beijing, Shanghai, Guangzhou, Shenzhen and Chongqing need to change their thinking to "attract traffic", after all, the land prices and rents are obvious here.

How to do it?

Still calculating based on the customer acquisition cost of 30 yuan, then the key point is what you can do within 30 yuan without cleaning your teeth! For example:

• The most rustic method: giving away a tooth bag to attract people is also a good way to attract people!
• A low-brow method: It’s not impossible to give out a toothbrush every day to attract people more frequently!
• Runtu’s method: Sales bundling and tie-in sales are not impossible to do, right? Cang Y is also meat, right?

Here comes the question: It seems painful to see things flowing out in a rush, but at least you won’t lose money from a marginal model, and at least it won’t occupy equipment costs, right? This also explains why many medical beauty clinics give out gifts, hold raffles, and smash golden eggs. This is essentially what they do. Those who understand will understand!

04 Wolf Pack Tactics

I guess some readers will say when they see this word: Jason, did you mean "mode"?

Jason replied: No! Although Jason has always had a low bottom line, he still has a bottom line.

First of all, distribution is not new in all walks of life, but consumer healthcare is unique in being able to turn distribution into a "transmission"! No hatred here.

Secondly, some readers will definitely say "fission".

From Jason's personal perspective: On the one hand, unless it is a specific market segment, most of the time the users who are "split" out are here to "take advantage of the situation". On the other hand: I have personally tested that many outpatient clinics cannot control the "situation" well when playing with fission. Most of the time, the real situation encountered by many outpatient clinics is that they play with fission but cannot do it at all.

Third, how to use the “wolf pack tactics” to attract traffic?

To put it simply: it is the theory of "concentrating superior forces" that Chairman Mao often talked about, fighting an "annihilation war" by "concentrating superior forces." From the perspective of platform operation, one account can never beat multiple accounts, which is also commonly known as "group fighting"

Here are some common "group fighting tips" for your reference:

1. Multi-account operation

This kind of big search was played quite often, and later there were too many people playing it, resulting in no improvement in results but an increase in customer acquisition costs. This is a short-term bonus, a trick to counter the opponent's moves.

By the way: the same principle can be applied to both small sweet potatoes and large ones.

2. Multi-store operation

This is done a lot in Taobao and Datong, and in the home appliance industry. The main reason is that there are so many dealers in the home appliance industry. Moreover, it is easy to open a store in the home appliance market segment on e-commerce platforms.

As for the actual operation of consumer medical care, in addition to opening multiple clinics, you can also open stores under multiple brands.

For example: Rer, Rtai, Weier, Kang Bjia, etc.

One method is to have only one clinic for each brand and only make 100 million yuan. In essence, it reaps the benefits of channel-driven development and establishes a "pseudo consumer product brand centered on channels."

After all, it is difficult to create a billion-dollar oral brand. But when you have channel resources, operational capabilities, team and funds, it is much easier to build ten or one hundred million hospitals than to build a billion-dollar brand.

Of course, everyone has their own way of making a living, but some make money from the combined profits of channels, while others make money from brand premiums. This is different.

Of course, this method currently has some policy risks in consumer healthcare, so interested readers please pay a little attention when actually operating it.

3. Brand integrated stores

The more representative ones in the dental field are "LangX Dental" and "MeiX Dental". Other industries include the more familiar MiX Ice City Milk Tea and ShangXyou Hotel, all of which use similar tricks.

Take the model of "LangX Oral Care" as an example:

Simply put, it is to integrate outpatient clinics through "equity exchange" and establish a "common brand". From an operational perspective, although the original intention of the integration of "Lang X Dental" is really not commendable, from the brand perspective of using the outpatient clinic as a physical unit to solve the "basic trust and selection cost issues" , the underlying logic of this model is still feasible.

However, integrated brands still cannot solve the problem of weak growth.

Judging from Jianghu Chuanshuo’s recent marketing moves, “Lang X Dental”’s gameplay, which is similar to the medical beauty “installment/cashback/free treatment for major diseases”, does have the risk of “exploding”.

Including, a few days ago, a friend who is an investor in new media specifically interpreted this matter.

Of course, the above is just one person’s opinion. What if their cash flow really has enough capital support?

4. Alibaba Mma, Duoduo Xbao, and Jingxike.

Ali M Ma is probably very familiar with those who operate Taobao, but the one she is least familiar with is probably "Duoduo Xbao". In fact, they are the same thing, which is the most popular "CPS" in consumer medical care. It’s just that, with the same “CPS”, why some can be played and some can’t? This is really not a mysterious mystery.

In short, the core combat effectiveness does not lie in opening stores, those who understand will understand.

However, judging from the current e-commerce ecosystem, Alibaba Mma and Jingxke should be the most mature. Their maturity has made many e-commerce colleagues in the industry give up on turning to live streaming e-commerce. However, the dividends of Duoduo Xbao are still there. Interested readers can try hard, but TMD is definitely not trying to trick you into opening a store in Xduoduo.

Of course, many people in the market have seen the benefits of this, and there are more tools to adapt to the market, such as X likes, distribution X, etc., which are all methods. The basic underlying logic is still "social" + "settlement". Therefore, it is important to be good at social networking. In today's market, being good at social networking means understanding online sales .

By the way: live streaming e-commerce is not currently suitable for consumer healthcare, believe it or not.

05 Increased violence

Friends who are familiar with Jason know that Jason is a person who strongly believes in the "aesthetics of violence". But, how violent? The essence is still the "great strength makes miracles happen" tactic. The common methods are as follows:

1. Copywriting to attract traffic & various reliable and unreliable popular science

I have basically said it all in the previous article. To put it simply, this is a "cost model" problem.

In other words, if you don't have the ability to send out 40 articles every day, I suggest you don't do it at all, because there will be no qualitative change without quantitative accumulation.

A young man from a dental clinic in Chongqing talked to me before and he was interested in trying this. Although we were competitors at the time, I gave him a few words because I saw that the young man was young and had a promising future. However, this guy's main battlefield was the Dasou Tieba. I wonder if he finally figured it out?

In short, no matter how things change, the essential logic remains the same.

To put it simply: it is a "content operation" + 40 articles per day + 40*3 accounts to send and basic maintenance.

From a financial model perspective:

• Content operation: 6,000 yuan/month, produce 1,200 original articles
• Manuscript cost: 268/20 articles*2*30 days=16,080 yuan
• N: 40*3 accounts and Tongfa tools + other fees, calculated separately.
• Total cost: 6,000 + 16,080 + N = 22,080 yuan.
• Copywriting traffic (exposure): 1,200*3*300=1,080,000, conversion: 20.4 yuan/CPM

In fact, under the normal operating conversion volume of the outpatient clinic, this traffic is definitely enough to support a small outpatient clinic.

By the way: most of the time, what everyone is talking about "popularization of knowledge" and "private domain traffic" are very likely not the same thing, and it is even less likely that they are doing the same thing. This is the reason.

2. Add fans to attract traffic & street sweep

“Violently adding fans” is actually not impossible, especially after the recent iteration of the micro-V enterprise version, private domain traffic has once again been pushed to the forefront.

However, in Jason's opinion, the quality of fans is the most important thing . What do you mean?

At present, there are several common methods to obtain seed users:

• For example: violently adding powder will not improve the quality.
• For example: powder adding machine, the cost is not worthwhile.
• For example: ground marketing activities are not effective.

Of course, this matter can also be combined with the "giving out gifts" mentioned above, but the specific operation still requires improving the current methods commonly used in consumer medical clinics in terms of operating procedures.

3. Growth Hacking

This may be a bit high-tech for small and medium-sized clinics. Common ones include: Chrome plug-ins, mini-programs, APPs, etc.

Don’t you see: The greatness of 360, besides being free, is that it seized the opportunity of an era. This opportunity is hard to come by, but the method can be used as a reference.

Jason is expected to launch similar “traffic-generating marketing products” in the future.

The name has not been finalized yet, so get the gist of it first!

However, the biggest challenge for me is how to balance scale while still producing good results for individual clinics, because "scale" and "effect" are indeed a bit contradictory on this issue.

4. Traffic bonus

The biggest difference between "bonus growth" and "traffic dividend" is that "bonus growth" is more controllable, while "traffic dividend" mainly depends on fate.

For example, the well-known ones include: Little Sweet Potato, Dahu, Mai X, etc.

In terms of operation method, a fashionable Internet term is called: sub-dimensional attack

For example: what killed the stores back then were stores opened on the Internet. Once users developed a habit, it became Taobao, and the stores no longer had any use!

For example: In the past, advertising companies mainly relied on buying lists at industry conferences to find clients. When the clients gathered together, it became the current Pulse X, and there was no place to make money at industry conferences!

Another example: Marketing consulting companies in all walks of life must be equipped with "online course sales", those who understand will understand!

It’s hard to say for sure about this. It’s a bit of a gambler’s mentality. It’s important who thinks of it first and implements it.

Moreover, from a mentality point of view, if D wins, it means using a small amount to gain a big advantage. If D loses, the worst that can happen is that he can just start over again.

Don’t you see, how long will the traffic bonus of Xiaohongshu last?

Haven’t you seen why MaiX changes the number of added friends every few days?

The media that can let you “fleece the sheep” should also be willing to “fleece the sheep” from you, right? So, you can’t point to this, but you can keep looking for it.

So, it cannot be said that blindly copying other people’s methods is completely useless, but as a copycat, you will definitely not be the first one to “eat crabs”.

06 Circle Bonus & Channel Innovation

This matter has only been brought up in recent years due to the rapid development of technology.

You see, content circles, friend circles, technology has divided the crowd into several "interest groups". In the past, crowd positioning was based on physical attributes. For example: age, gender, region, etc.

Today, more reliance is placed on "common interests", which is also a marketing advancement brought about by Internet technology.

For example: "House of Cards in Advertising" is centered around the interest topic of "Consumer Medical Marketing".

However, in fact, among all the readers, there are mainly marketing colleagues, medical media, and third-party platforms, with many investors, doctors, and headhunters as auxiliary. Because there are many mutual friends, conversion is easier.

After all, conformity is not just a psychological phenomenon .

In other words: because everyone is following their mutual friends, even if I do nothing now, the number of viewers will increase rapidly, and the only thing left is a question of "growth rate".

But from a practical perspective: it is the channels that make you successful, and it is often the channels that still limit you.

Pet hospitals must be able to deal with the cat and dog raising communities in each neighborhood, dental clinics must be able to deal with square dance aunties, and medical beauty clinics must be able to deal with nightclub players. These are all channels, and this is common knowledge in the industry.

However, how to ensure sustained growth requires enormous resource integration requirements.

How to integrate? It depends on either the right time, the right location, or the right people.

You see, the "List of 44 Medical Beauty Channel Referral Platforms and Commission Ratios" and the "List of 165 National Oral Effect Profit-sharing Channels" that we shared for free before are essentially the same thing.

In short, this is actually a "sales management" problem. "If you don't feed meat to the wolf, you will only end up eating grass."

This is the truth. As for the actual operation, different people have different opinions. It cannot be explained.

The resulting problem is: unlimited channel innovation within limited cooperation

For example: oral channel

From square dancing aunties to electric toothbrush sales bundling, from platform e-commerce to the development of private domain dividends, it represents the progress of channel innovation and consumer medical marketing methods. On the contrary, no matter how many China Post outlets there are, it has nothing to do with you; no matter how good the bank POS machine is, it has nothing to do with the cost of a dental beauty clinic.

To take a step back, even if we can deal with some of the "online loans" and "installment platforms" that are currently unable to make money due to policy reasons, isn't it also a model innovation, just like the "LangX Dental" mentioned in the previous article?

Again, no matter whether it is medical beauty or dentistry, every clinic will have a truly unique point to make money, and the role of a part-time marketing consultant is just to "find - dig deep - amplify", nothing more.

07 Data dividend

I don’t like to mention the issue of “competitive intelligence” anymore, but for most small clinics, not many can actually implement it. So, the dividends are still there.

For today's consumer healthcare market, "price transparency" has become the norm. But for many outpatient clinics: their hearts are still resisting, but their bodies are very honest! I always feel that my service is great but I just can’t sell my products. I really don’t know who to blame. Finally, I come to the conclusion: “Blame the Internet for causing price transparency.” This is just bullshit.

In fact, for today's consumer medical market, "zero-sum game in a transparent market" is itself an irreversible fact.

So how can we achieve the greatest victory at the lowest cost? Sun Tzu's Art of War: Win first and then fight!

I guess everyone has heard this, but the characteristic of Sun Tzu's Art of War is that Sun Tzu never makes his words completely clear. What does it mean?

For example: Taking medical beauty hyaluronic acid as an example, there are 2 outpatient clinic brands within a 5-kilometer radius.

Suppose, No. 1 can take up 100 shares, but No. 2 can only take up 30.

Therefore, from a strategic perspective, under the premise of known share and cost prediction , if the other party quotes 1,100 for outpatient services and I quote 1,000, then I will quote 900 if the other party quotes 1,000.

By analogy, you don’t have to guess to know that I must be the one who eats the biggest share of the “cake”.

I can even summarize and analyze the prices, activities, and strategies of core competitive clinics based on "competitive big data" and then make predictive responses, so that I can get the maximum output at the lowest cost.

Well, this method is called "dynamic game" in the jargon of the industry. In a "transparent market", the "advantage barriers" are used to instigate consumers of competing brands to "flip the signs of their own clinics."

Of course, the actual operation is much more complicated than this. Here we just use price as an example to make it easier for everyone to understand.

After all, there is really no money-making prospect for a clinic that always relies on price to win.

The reason is simple: without profit, there is no "future"; without "future", there is no "money-making prospects".

For example, a certain dental brand opened a new clinic in Region A, and its compound growth rate exceeded 30% for three consecutive months after its opening. Therefore, from the perspective of game strategy, as a competitor of a certain dental brand, the best way for me to respond is to open another dental clinic directly opposite the clinic of this institution within 2 months and adopt a "strategic follow-up" approach.

The only way to defeat martial arts in the world is speed! The prerequisite is that you have to get to the right place quickly.

In fact, this routine itself is a very mature system, but the industry that plays it best is actually the automotive industry.

Generally speaking, automobile brands spend a lot of effort every year to conduct in-depth data analysis on each 4S store channel, and can even analyze the sales volume and share of each brand in the 4S stores in each specific city. To be honest, the consumer healthcare industry is really weak in comparison in this regard. People always say that consumer healthcare is a red ocean market, but in fact, big data analysis in the automotive industry is the real battleground.

Of course, how to solve the problem of "competitive intelligence - application for approval - outpatient decoration - doctor coordination - opening preparation" within 2 months to form the effective link required for such intensive coordinated operations of large troops. For institutional brands in the consumer healthcare industry, the ability to reserve and coordinate resources from all parties is itself a huge challenge. In fact, the actual difficulties encountered are definitely not something that Jason can solve just by talking.

By the way, in Jason's opinion:

For many consumer healthcare institutions and clinics today, the reality is that you have already lost before you even make a move. This is the cruel truth of competition in today’s consumer healthcare market.

Otherwise, I would be wasting my time looking at data and analyzing it all day long. I would be doing nothing but eating my fill!

Final Thoughts

The above are some common "little tips" for consumer medical clinic marketing. I hope they are useful to you. If I have time, I think I can make an upgraded version, which will probably be more interesting.

Of course, if you think there are things Jason hasn’t mentioned or have more good “little tricks”, you are also welcome to leave your methods in the comment section to supplement.

If you have a different opinion, you are welcome to comment in the message area below!

Author: Jason@超

Source: Jason@超

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