A guide to building advertising pages for three major industries, including medical beauty and dentistry!

This article provides you with a guide to building marketing pages for the three major industries of medical beauty/hair transplantation/dental care , as a reference for industry placement.

1. Medical beauty industry

After experiencing rapid growth from 2013 to 2018, my country's medical beauty industry entered a stage of industry reshuffle in 2019. On the one hand, the number of new consumers has declined, and consumers with strong demand find it difficult to find suitable institutions and doctors; on the other hand, a large number of small and medium-sized institutions are facing problems such as insufficient new customers and loss of old customers due to the lack of medical and operational talents. Faced with diverse and complex consumer demands, operators have also begun to adjust their business models to cope with the rapidly changing market.

With the increase in people's needs and the advancement of related technologies such as instruments, techniques, and drugs, the medical beauty industry has been given room for rapid growth under the standardized policy management of the industry. In the face of diverse audience needs, the classification of medical beauty projects has gradually become more refined to meet the needs of more consumers. We match different marketing methods with the focus of people at different stages.

1. Analysis of the audience of medical beauty

Potential population : People who will not actively purchase in the short term but will have demand within a certain period of time. For example, people aged 22 to 45 have the habit of skin care, but have not tried medical beauty projects yet. They will not pay immediately but have the potential to become our users.

Target group : Go one step further than the potential group. For example, they are browsing information about whitening and freckle removal, paying attention to certain medical beauty institutions, and know that medical beauty technology can solve pain points.

Core group : People who have a certain understanding of medical beauty projects and brands, are in the process of choosing medical beauty institutions, and are willing to make a deal in the near future;

2. Information flow landing page type

In view of the needs of these three groups of people, we summarized their common concerns as effect, price, safety, pain or convenience, and sorted out the main 6 types of marketing pages:

1) News type

Through the reading experience of news reports, the audience's psychological defenses are lowered, and the qualifications and strengths of the organization are demonstrated through modules such as real cases, effect changes, and expert introductions. Finally, through expert consultation, the audience is guided to actively convert.

Golden formula: news reports + real cases + technology/expert introduction + expert consultation

2) Popular Science

We use medical beauty issues that are of concern to the audience and have a large number of searches, such as how to improve enlarged pores, to resonate with the audience. Through evaluation behavior, we help the audience to consult actively based on their own situation, and finally drive them to the store.

Golden formula: raise questions + solutions + preferential information + real cases + expert consultation

3) Evaluation type

By simulating one-on-one expert online consultation, interaction between the marketing page and the audience is formed, which is less likely to make the audience feel disgusted. The tail part stimulates the herd mentality through comparison of successful cases and effects, thereby indirectly increasing the retention rate.

Golden formula: highlight business and discounts + expert consultation + obtain evaluation results + brand endorsement

4) Activity type

Highlight promotional offers and add relevant guide buttons after each content module to create effective and convenient user conversion.

Golden formula: event discounts + pain point stimulation + effect comparison + brand advantage

5) Conversational

Through the expert's image and online status, create a sensory experience of the expert being online, guide proactive consultation, and eliminate doubts.

Golden formula: highlight business and discounts + online consultation with experts + expert introduction + case studies

6) Brand type

For people with high brand intention, we help them enhance their trust through effect comparison and brand advantages. Finally, we provide free consultation with experts, recommend appropriate solutions and promote conversion.

Golden formula: highlight the brand + effect comparison + brand advantage

2. Hair transplant industry

In recent years, the audience of China's hair transplant industry has maintained a growth rate of 60%-80%, and the market size is expected to exceed 20 billion in 2020. Under the work pressure in cities, the demand for hair transplantation has surged. The average age of people undergoing hair transplantation is 34 years old, and the number of women increased by 10% in 2019. The population undergoing hair transplantation tends to be younger and more feminine.

There are a large number of people suffering from hair loss in China and the demand for hair loss prevention is huge, so the hair loss industry has spawned a huge consumer market. With the development of the appearance economy, people with hair loss are paying more and more attention to their external image. The rapid development of the medical beauty industry has also driven the rapid growth of the hair transplant industry.

1. Analysis of hair transplant target groups

The demand for hair transplantation has surged, and the population undergoing hair transplantation tends to be younger and more feminine.

Work pressure in cities is increasing, and the 996 or even 007 work and rest schedule of modern young people has begun to affect their physical health. The emergence of a series of articles on hair loss among post-90s people has resonated with those born after 1990. In 2019, there were approximately 250 million people suffering from hair loss in China, with a clear trend of becoming more feminine and younger. In terms of gender, there are approximately 163 million males and 88 million females; in terms of age, 60% of people experience hair loss at the age of 25.

Hair transplant population demand map:

The main purpose of women is to pursue beauty, and they need to solve pathological hair loss or improve their appearance;

The main purpose for men is to become younger, to solve genetic problems or to improve their image in the workplace;

2. Information flow landing page type

After clarifying the audience's demands, we customize different types of marketing pages based on hot search terms to match the audience's concerns when choosing an institution, such as the institution's strength and qualifications, doctor level, results, cases, etc.

1) Online consultation

By simulating doctors to guide audiences in online consultation, the content modules are presented in a carousel format, making the page shorter and shortening the conversion path.

Golden formula: treatment effect carousel + doctor online consultation

2) Test type

The header image uses a flat cartoon to highlight the business theme and enhance the purpose of the marketing page. It guides the audience through multiple-choice questions so that they can obtain suitable treatment plans after the test, enhances the interactivity between the page and the audience, and makes it easier to collect information from audiences with higher intentions.

Golden formula: flat comics + test interaction + form guidance

3) Business preferential type

Clarify business and discount information, impress the audience through strength demonstration and success stories, and use test questions in the form to tailor solutions for the audience to achieve conversions.

Golden formula: clarify business + highlight preferential information

3. Dental industry

With the increasing market demand, medical institutions have launched oral restoration solutions tailored to the needs of different groups of people, creating a strong development potential for the oral care industry and also bringing in a large number of people in need.

1. Analysis of oral medical audience

Potential group : People who are considering dental treatment

Target group : People who already have plans for dental treatment

Target group : People who have a clear purpose of dental treatment

2. Information flow marketing page type

According to different needs, the common points of concern are personal health, orthodontic process, assessment of oral problems, institution qualifications/strength, and preferential information, and three main types of marketing pages are sorted out.

1) Effect display type

After clarifying the business and treatment effects, the form guides customers to stay through test questions, and then adds information such as free welfare policies and institutional qualifications to trigger secondary conversions.

Golden formula: clear business + selection test + institutional strength

2) Profit-driven

Highlight preferential information, such as trying invisible braces for free, and then further stimulate the audience through teeth-related test to grab the trial opportunity.

Golden formula: preferential type header picture + real case attraction + advantageous environment to eliminate concerns

3) Charity activities

In support of public welfare for dental implants for the elderly, the page style conforms to the official vision of the public welfare activity, caters to the visual aesthetics of the elderly, guides people to pay attention to their own dental problems through test questions, and finally enhances the audience's trust through case studies.

Golden formula: clarify the activity business + select test + advantage amplification + real case

3. Search Marketing Page Type

1) Effect display type

2) Profit-driven

3) Charity activities

The above is the guide to building marketing pages for the three major industries of medical beauty/hair transplantation/dental care. Please remember to forward and collect it~

Author: Baidu Guangzhou Branch

Source: Baidu Guangzhou Branch