Advertising in the dental medical industry circle of friends

Background Check:

As people's quality of life continues to improve and enhance, the importance of oral health is also gradually increasing. Under such circumstances, market demand is also increasing rapidly. Now many medical institutions have begun to formulate different oral restoration plans according to the different needs of different groups of people, making the oral care industry a potential development industry, and also cultivating a large number of users with needs.

For every industry, an effective marketing strategy is an important part of quickly increasing awareness and conversion, and the dental industry is no exception. So let’s take a look at how the dental industry is placing information flow advertisements.

What are the information flow platforms currently available in the dental industry?

There are more and more information flow advertising platforms in the industry now, but different platforms have different audiences in terms of age, consumption capacity, and number of user groups. Based on these issues, each platform has derived its own population portrait.

• On the Zhihu platform:
  Active users on Zhihu tend to be younger, with most users being born in the 1980s and 1990s, and they basically have high education, high income, and high consumption. Most of these people are educated middle-class people who have a certain pursuit of quality of life, so they pay more attention to their personal appearance. Now many young people have crooked teeth and they will have them corrected. Periodontitis and teeth cleaning are even more common, which makes the market for oral needs gradually expand.
• On Toutiao:

Because oral problems are relatively complicated, some of the more troublesome oral problems often require a longer treatment cycle. For example, gingivitis, periodontitis, and tooth loss are long-term and cyclical, and also require a certain level of economic spending power. Advertisers promoting on the Toutiao platform can learn that Toutiao also has a user base of over 100 million people, and that the consumption power of this population is relatively strong, which can be more conducive to subsequent conversions.

3. On the Douyin platform: The number of users on the Douyin platform has already exceeded 100 million, and most of them are young people. These people demand perfection from themselves, and their requirements for the beauty of oral teeth are getting higher and higher. Douyin users are mostly young users in big cities, with relatively good income and consumption capacity, and can afford the expenses for oral diagnosis and treatment.

4. WeChat Moments ads :

With the increasing number of WeChat users, the development of Moments advertising is becoming closer to life, covering users' age groups, population numbers, and consumption capabilities more comprehensively, so WeChat Moments advertising has become the main direction of the dental industry.

How does the conventional dental industry conduct advertising, marketing and promotion?

The marketing promotion of the dental industry must be analyzed from multiple dimensions, so that in the subsequent advertising process, the advertisements can be delivered to accurate users with needs, thereby improving the conversion effect of the advertisements and reducing costs.

It can be simply divided into the following points:

1. Do a good job of crowd positioning first

There is no age or gender restriction when it comes to oral problems. For example, infant dementia prevention for children, orthodontics for teenagers, periodontitis for middle-aged people, and tooth loss for the elderly. These oral problems are very common in our daily lives, so we need to clearly position the population based on the actual situation of the merchants to avoid mismatches.

2. Development of oral projects

When it comes to advertising, marketing and promotion of dental clinics, different merchants need to have some understanding of the local market environment in which they are located, and have a clear plan for the positioning of their clinics in the region. This will ensure that the promotion and marketing of dental projects can bring more traffic and improve the actual conversion effect.

3. Diversification of promotion forms

Now, in terms of the form of promotion, we cannot be too single-minded, as this will easily lead to the loss of some potential users. Therefore, before starting the promotion, we can prepare multiple sets of different styles in advance for simultaneous use, such as: pictures and texts, short videos, etc. This will not only make the expression richer, but also reach different users in different forms, so that the effect of marketing promotion can be maximized.

How does the dental industry promote itself in the circle of friends?

Now the development of WeChat ecosystem has gradually become perfect, and the number of user groups is also gradually increasing. Under such circumstances, the form of advertising in WeChat Moments has also changed accordingly, becoming closer and closer to users' daily lives, allowing advertising to be more deeply rooted in people's hearts.

Oral care case sharing in the circle of friends:

A dental clinic in Quanzhou promoted advertising on WeChat Moments. During the promotion, it set limits on the delivery area, age group, delivery time period, and behavioral interests to ensure better delivery of the ads.

1. In terms of the launch area: Since the dental industry has outpatient clinics, the launch point is centered on the prefecture-level city, and the launch range is set as the entire Quanzhou area;

2. Age group: Oral problems are something that everyone will encounter to some extent, but there must be a certain economic foundation, so the target group is people who have already started working, aged 25 and above;

3. In terms of the time period for delivery: everyone’s browsing habits are different, so choose the whole day;

4. In terms of behavioral interests: The main marketing point of this campaign is the planting project, so the behavioral interests are to screen out keywords related to planting, so that the matched users can be more accurate.

Figure: User groups with behavioral interests in advertising

After the advertisement is launched, we will test the effect of the advertisement with the average bid of the market based on industry consultation, such as Moments, WeChat public accounts and mini-programs, Tencent platforms and content media (Tencent Kandian, QQ, Tencent Music and Games, Tencent News, Tencent Video), by combining different materials and copywriting. Enable multiple ads at the same time. Under the same conditions, add the functions of automatic bidding and one-click volume increase. In addition, capture new groups of people in the DMP crowd square to supplement the delivery of additional crowd packages. Test the effectiveness of different placements, and retain the ones with better results for subsequent long-term delivery based on data feedback.

When the overall conversion effect of the advertisement reaches a certain number, that is, the original bid is 220 yuan, the number of conversions exceeds 50 and the daily consumption is greater than or equal to 2,000 yuan, the bid will start to be lowered after stabilization, usually by 5%-10%. At the same time, new advertisements and new materials will be updated to avoid the aging of materials that have been over-exploded, resulting in a decrease in volume.

Figure: Data after bids were gradually reduced

By completing the preliminary preparation work and maintaining daily costs in the later stage, you only need to regularly upload new advertisements and new materials, and keep the account budget sufficient, so that the advertisements can be run for a long time.

Summary: The dental industry is still in an upward stage, and the future market is still very large. At the same time, effective marketing and promotion are also important. Only by doing a good job of pioneering power, that is, choosing a right promotion platform, can the subsequent work be more effective.

Author: Silk Road Praise

Source: Silk Road Academy