Why do most institutions try their best to find skilled doctors but still stay out of it? Why are half the organizations staffed, but they are still overstaffed? Why do institutions do all kinds of activities but their income is still worrying? The reason is actually very simple, because you don't have a perfect operation idea.
A successful medical beauty institution and skilled doctors are only the first step. More important than technology is the operation of medical beauty institutions. The organization is a brand that needs constant packaging and investment. It needs high-frequency display to attract users, otherwise it will soon disappear from people's field of vision. What is more difficult than finding a good doctor is the follow-up operation and brand building.
At present, there are no clear channels and ways to promote medical beauty institutions in the market, and everyone is exploring the stage. In addition to conventional advertising and channel types, other promotion channels and methods are different due to different company resources. Here is a more detailed medical beauty operation plan.
I. Market analysis
Second, product positioning
Third, publicity channels.
Fourth, set goals.
Verb (abbreviation for verb) team structure
Sixth, performance appraisal.
Seven, team management
I. Market analysis
Market analysis can clearly understand the industry environment and trends, find the market gap and accurately locate. It is also the basis of implementing marketing strategy. Market analysis and analysis of medical and aesthetic institutions are the same in any industry. Here are some market analysis summarized before.
1, market industry analysis
(1) industry trend analysis
You can view industry data and analyze industry prospects through public financial statements, stock output values of related industries, and industry white papers.
The overall beauty target population in the United States is huge. The penetration rate of medical beauty consumers is 4.92%. Female consumers account for 92% of American medical and beauty consumers. South Korea's per capita plastic surgery has reached 0/3.5 times per thousand people, ranking first in the world. The penetration rate of China medical beauty market is 0.35%. With the development of economy, the penetration rate is gradually increasing, and the market space will continue to rise in the next 10-20 years. The medical beauty market in South Korea and Taiwan Province Province is doctor-centered, setting up "small but beautiful" medical beauty clinics. According to the development of medical and beauty industry in China, considering the huge population base in China, the supply of doctors is still far from enough.
(2) Category hotspot analysis
Export relevant data through Baidu index
Baidu index is used to analyze the daily average search volume of category-related keywords. The higher the daily average search volume, the more demand. According to the doctor's skill combination, choose the category, concentrate on the strength and make a single breakthrough. Brand positioning is also around this category, occupying user association.
2, competition and cooperation analysis, draw a conclusion.
Select the appropriate analysis method for analysis, and draw a conclusion according to the analysis. A more comprehensive analysis of competitive products requires the following aspects:
(1) corporate vision, product positioning and publicity channels of competitors.
(2) Target users
(3) Market feedback
(4) Core technology
(5) Operation promotion strategy
Summary and action direction
For the operation directors of medical and aesthetic institutions, analyzing competing products from the above parts can focus on understanding market data and operation promotion strategies. The operation promotion strategy can be analyzed from the channel management of competing products, such as offline, market channels, Baidu bidding, soft text delivery, QQ group, vertical field performance and so on.
3. According to the conclusion, put forward suggestions.
Through the above analysis of market industries, we can draw a conclusion with more market commercial value. Then combined with the conclusion, feasible suggestions are drawn. Whether it is the choice of category or channel, it is recommended to concentrate on a single breakthrough. Choose a category and channel as the main battlefield.
Second, product positioning
Through unique positioning, occupy the hearts of consumers, make products competitive, and enterprises gain competitive advantages. Positioning is not to transform products, but to extract the characteristics of a user's identity, endow products and occupy customers' minds.
Positioning theory can be discussed in a single space. The more thorough and clear the analysis of the target group, the more decisive it will be for the later organizational operation and brand building. Only the most critical and important things are mentioned here.
1, product positioning
For who?
There is no difference: providing a product or service is just like the whole market.
There are differences: according to the characteristics of doctors, cut out sub-categories and provide differentiated services. Like focusing on rhinoplasty. Screen out the customers who need rhinoplasty and screen out the target customers.
User's demand
Choose a hospital: there are many advertisements and high popularity in hospitals.
Choose a doctor: establish a doctor's personal brand and bring your own flow entrance. Real and warm personal doctor.
The existing brands of the hospital are Beijing Badachu, Shanghai Jiuyuan and Xi 'an Xijing. After nearly 20 years of precipitation, they are well-known. They are plastic surgery hospitals recognized by users. But users don't know the brand and technology of doctors. Is the promotion of doctors' personal brand a blank in the market? Describe your position clearly in one sentence, such as:
Your face, my face.
We have worked hard for 28 years for your 18 age.
2. Target user positioning
User group positioning, according to age, income, education, geographical dimensions to do user positioning.
Portrait of target user:
analyse
(1) The age group of plastic surgery is mainly 20-40 years old, and the age structure is mainly 70, 80 and 90, and the middle consumers are 60 and 00.
(2) Compared with previous years, the age of plastic surgery has moved down as a whole, and the original children have grown into people with spending power.
In terms of gender ratio, the ratio of boys to girls is 1: 1, and boys care more about plastic surgery than we thought.
3. Characteristics of target users
The more detailed the user's sketch, the more accurate the marketing plan will be. Generally from the age, gender, occupation, residence, hobbies, personality characteristics, user skills and so on.
For example:
Personal information: Xiaomei
Occupation: Junior student of Art College.
Age: after 90
Figure: Fat and thin.
Hobbies: traveling, handcrafting, cooking.
Personality: outgoing, kind, a little nosy, pay attention to details.
Internet experience: medium, 3 years online experience.
Mainly used for: shopping, chatting and studying.
Frequently visited websites: Taobao, Weibo and professional websites.
Average online time per week: 50 hours.
Supplement:
Xiaomei, a junior majoring in dance, has a good family condition. Last year, she and her classmates opened a dance studio, which was mainly used to practice dancing and some Shang Yan, but the income was not good.
Usually, I don't have much class time, so I will attend Shang Yan. After graduation, my parents arranged to go to state-owned enterprises, but they were not very satisfied. They are about to graduate, and they are not very clear about their future plans. I have been in love twice, and I prefer to be with my friends, go shopping, spend money, dance and chat together. Weibo also often forwards some dance videos.
Because art schools have a high degree of acceptance of plastic surgery, they have known some plastic surgery knowledge since high school. Micro-hyaluronic acid has been tried before. Shortly after graduation, many students in the class chose plastic surgery, rhinoplasty and double eyelids. They became more and more beautiful, so they also chose comprehensive eye surgery before graduation. I also got financial support from my parents.
Third, publicity channels.
1, online channel
Basic website cooperation: The first step in the promotion of Classic Plastic Surgery Network, Kang Hua Plastic Surgery Network, Bai Mei Network, Bian Mei Network, 5 1 Aimei Network, Bian Meiji, Beauty Worry-Free, etc. is to go online, which is the most basic, without spending money, just cover it as much as possible.
Vertical fields: more beautiful APP, new oxygen APP, Yuemei APP, medela, beautiful artifacts, etc. Open cooperative services.
Live broadcast platforms: pepper live broadcast, Yingke live broadcast, Yu Dou live broadcast, YY live broadcast and Huya live broadcast service number.
2. Offline channels
Advertising channels: use offline portals such as newspapers, magazines, television, radio, online dramas, point of sale and outdoor to replace the free portal of the platform and event marketing.
Market channels: beauty salons, high-end clubs, cross-industry cooperation, and rebates.
Store channels: free WiFi, lottery, advertising display.
3. Promotion of new media
(1) Brand promotion: official website established, Baidu Encyclopedia, Sogou Encyclopedia, Baidu Post Bar, Baidu knows, Soso asks questions, Sina loves to ask questions.
(2) Image drainage: Watermark images are distributed all over the network and included by Baidu images. Baidu Post Bar, Baidu Encyclopedia, Sogou Encyclopedia, Doutangwang, Petal Net, Sina Blog Post Bar pictures, and news source Post Bar pictures will be included in Baidu pictures first.
(3) Micro-blog promotion: establish personal accounts of doctors, pay attention to industry-related Weibo accounts, and maintain a certain degree of continuous innovation. Improve brand exposure. All positive contents of Weibo @ Brand Official Micro should be thanked in time, and all negative contents should be answered in time, with gifts and apologies attached.
(4) WeChat promotion: The operation and promotion of WeChat official account will take some time to settle, and the service number and subscription number will be opened. The service number will be used to recommend preferential activities and the subscription number will be used for popular science knowledge.
Please refer to the following steps:
Content Positioning: Recommend content aggregation in combination with product positioning. The content is not necessarily much, but it must be accurate and conform to the positioning of micro-signals.
Accumulation of seed users: Initial seed users can be recommended by colleagues, friends and partners, Weibo Drainage, official website Drainage, existing users, forums, pictures, etc.
Trumpet accumulation: Open WeChat trumpet every day to introduce target customers.
Trumpet ahead of tuba: Through the accumulation of trumpet fans, recommend WeChat official account and import fans into WeChat official account.
4. Data analysis
Take some time to carefully analyze the data behind every Weibo, WeChat and every channel every week, and you will find the points of convergence and relevance behind the highly disseminated content, which will help to improve the content quality of the official Weibo and WeChat and make the operation more grounded.
What must be done is the data analysis of old customers. The cost of acquiring new customers is thousands, and only the word-of-mouth and repurchase of old customers can fundamentally reduce the marketing cost. Wake up customers from all dimensions, replenish purchases, buy matching items, buy daily necessities, buy other things and buy services. ...
Fourth, set goals.
1, initial stage: mainly used for user behavior, data analysis, comparison with product positioning and targeted optimization.
Attention indicators: user source, consumption level, category demand, article data of each channel, reading number, opening number and conversion rate.
At present, the amount of data is not large, but if it is true, pay attention to the source of users, you can make a free channel first, and it would be better if you can have some starting resources.
2. Publicity period: The main purpose is to expand the influence and attract users.
Key indicators: channel data analysis, number of users, consumption frequency, number of repurchases and number of new users.
At this stage, various resources can cooperate with each other and take a multi-pronged approach, and the number of users will grow steadily.
3. Growth period: The main purpose is to establish brand effect and build word of mouth through various activities.
Key indicators: number of users, customer unit price, conversion path and regional distribution of users.
supplement
Customer consultation form
Verb (abbreviation for verb) team structure
This space introduces the organizational structure of the operation and promotion team of medical and aesthetic institutions and the job responsibilities of members, which has certain universality. Generally speaking, the structure of this market operation department is probably: a general manager, an online channel, an offline channel, a network consultant and an on-site consultant. Personnel are allocated according to the scale of medical and aesthetic institutions and the expansion of channels.
1, Director of Operations
(1) leading the formulation of the overall strategy to maximize the value of the hospital;
(2) Formulate hospital business evaluation and strategic planning, and be responsible for implementation and follow-up, recording and feedback, optimization and adjustment.
(3) Plan the existing businesses, pay attention to the operating efficiency of hospitals, and ensure the preservation and appreciation of hospital assets;
(4) to organize the formulation of the overall development plan and annual work plan of the hospital, and arrange inspection and guidance to summarize the work on schedule;
(5) To guide, inspect and supervise the work of various departments and posts in the hospital, and correct the deviation in the work at any time to ensure the efficient operation of the hospital;
(6) Communicate effectively with various channels, mobilize various resources, promote the joint promotion of institutional products with relevant channels and media, and improve the market brand of institutional products.
(7) Organize data reports of product operation channels, and collect and analyze similar competing products regularly. Complete the planning and execution of activities and keep track of them.
Job Comments: From the perspective of job responsibilities, the operation director should be responsible for the promotion of the overall institutional brand and the increase of profits. , operation strategy and scheme formulation, channel construction and supervision, promotion and implementation tracking, customer data analysis, team building and management.
2. Network promotion
(1) Website construction Improve the content of hospital website, update the website content around the current website architecture, and update the hospital information in time. Formulate network marketing strategy and regional marketing strategy.
(2) Market research and analysis is responsible for the directional research, collection and analysis of market and customer information, and puts forward relevant strategic suggestions in combination with the actual situation of the hospital; Make a systematic investigation plan and form an information and analysis report on the market, customers and competitors.
(3) Activity planning should cooperate with hospital marketing ideas, assist the marketing director to formulate the network implementation plan, and cooperate with the implementation of marketing activities; Responsible for the planning, organization and control of network promotion activities, news and event marketing.
(4) Self-media planning and promotion is responsible for the planning, content writing and promotion of WeChat and Weibo platforms. Have combat experience, no matter Ming Sao male show, never give up!
Job Comments: This position requires sensitivity to hot spots, practical analysis ability, planning ability, promotion ability and strong execution. Can cooperate with copywriting to play various online channels, and have a sense of smell and practical experience in event marketing and hot spot detonation.
3. Channel Manager
(1) Seek and explore cooperation resources that are beneficial to the company according to the business development needs of the organization.
(2) Be responsible for business development and cooperation, and establish good business cooperation relations with other customers and promotion channels (major markets).
(3) Analyze the promotion data, adjust the promotion strategy and choose the best cooperation channel.
(4) Assist in product operation and promotion, overall planning and theme planning.
Post Comments: As the name implies, the channel manager is to expand all offline channels, and all channel cooperation that is conducive to improving the performance of the organization belongs to the scope of work. The responsibility of the channel manager is to formulate the channel expansion plan, lead the channel personnel to expand various markets, analyze the data and complete the performance indicators set by the operation director.
4, copy planning
(1) clearly understand the project objectives, quickly understand customer needs, closely cooperate with relevant coordination departments, and provide fast, accurate and wonderful desk support.
(2) Responsible for writing publicity copy and publicity materials copy.
(3) Responsible for writing creative content and writing relevant copywriting content for online activities, advertising communication and online public relations manuscripts.
(4) Precipitate the experience of creative output and content writing, and form knowledge management for other projects to learn from.
Job Comments: Copywriting post is a text output post, which requires good writing skills, creativity and a sense of hot spots.
5. Network consultant
(1) is responsible for online consulting services, and communicates with customers by using tools such as BusinessCom, QQ, MSN, E-mail, message boards, forums, and tripartite plastic surgery apps to answer customers' questions about plastic surgery and provide customers with professional medical, health and beauty advice.
(2) Use online tools and platforms such as "Business Association", "QQ", "MSN", "E-mail" and community forums to develop customers and actively introduce and recommend hospital services to customers.
(3) website message board and forum related content update.
(4) Responsible for recording customer inquiries, customer inquiries, problems and customer information, establishing customer data files, making online appointments and registering statistics.
(5) Be directly responsible to the supervisor, report to the supervisor and submit the work plan, customer files, work and results.
(6) When the network consultant receives customers, if necessary, the staff of the customer service department, marketing department and other departments should cooperate, and the staff of relevant departments should give free support and cooperation.
Job Comments: The position of consultant requires certain medical and aesthetic professional knowledge, and at the same time, it needs to be responsible for customers, brands and performance.
6. On-site consultant
(1) is responsible for the on-site consultation of customers coming to the hospital, and the customer information must be entered into the computer in detail.
(2) Continue to improve the consultation under the guidance of the doctor's plan; Feedback customer consumption trends to doctors/medical assistants in time.
(3) Improve consultation on details such as course of treatment and price; Complete project recommendation and promote sales.
(4) Accompany customers with comprehensive services such as payment, photographing and filing; Responsible for customer expense record, use and confirmation signature.
(5) Responsible for customer management, effectively follow up and pay a return visit to customers, and improve the repurchase rate.
(6) When on-site consultants receive customers, if they need to cooperate with the staff of customer service department, marketing department and other departments, the staff of relevant departments will give them free support and cooperation.
Job Comments: The position of consultant requires certain medical and aesthetic professional knowledge, and at the same time, it needs to be responsible for customers, brands and performance.
Sixth, performance appraisal.
1, Director of Operations
This position is responsible for the overall KPI indicators of the team, such as product operation data indicators, sales indicators, user repurchase rate and so on. How to effectively decompose team indicators into weeks, days and people is a problem that marketing operations directors have to think about every day.
2. Network promotion
Network promotion has different evaluation indicators due to different channels, such as official website, Baidu, APP, Weibo, WeChat and other soft text promotion channels. The director of operations can set different evaluation indicators according to the channels. Take the APP channel as an example:
APP evaluation index
The data involved in APP operation are roughly exposure, private messages, conversion rate, orders, and hospitals.
Exposure: the exposure of all projects and major categories of institutions.
Number of private messages: the number of users consulting on each platform, the number of new users and the number of old users every day.
Conversion rate: check the number to the number of consultations, the number of consultations to the number of orders, and the number of consultations to the number of hospitals. The conversion rate of each layer can be reversed where optimization is needed.
Order number: daily, weekly and monthly order numbers, optimizing categories.
Number of hospitals: at first, it can be 1 month, only the number of hospitals will be assessed, and 30 users will go to the hospital every month, and then it will increase gradually every month.
3. Channel Manager
Channel assessment indicators are directly linked to institutional operation data, so which data indicators can better guide our work in the process of institutional operation promotion? For example, the number of channel cooperation, the number of channel users, the amount of user consumption, and the repurchase rate of users are the assessment of many institutions as data indicators, and they are also the basis for improvement and optimization.
4, copy planning
A. Copywriting ability: profound writing skills, strong expressive ability, clear thinking logic and unique and agile creative thinking.
B. Creative ability: according to the company's brand positioning, complete creative copy planning, which will bring great leap to brand building and operation promotion.
C. Docking ability: the ability to communicate, coordinate and allocate work with channel departments, network departments, promotion departments and customers.
D. Work attitude: discipline, team spirit and sense of responsibility.
Match the scores according to these assessment indicators, and appropriately improve the scores of AB two indicators.
5. Network consultant
The evaluation indexes of network consultants are consulting conversion rate, network transaction rate and customer arrival rate. It is suggested that the three indicators should be given equal weight, which can improve the professionalism of online consultation and maintain the brand image of the organization.
4. On-site consultant
The assessment indicators of on-site consultants are the transaction rate and repurchase rate of users. It is suggested that these two indicators have the same weight. For example, taking turnover as an indicator alone will easily lead to excessive consumption by users and reduce brand image.
Eight, team management
This space focuses on team operation management, which is not only applicable to medical and aesthetic institutions, but also to other industries. In terms of personal experience sharing, team operation management should focus on three aspects: execution, target management and team cohesion.
1, execute
For successful enterprises, there are various methods, but one thing in common must be execution. What is executive power? It is to accomplish work objectives and plans efficiently, quickly, with good quality and quantity.
The same market environment, the same opportunities, competitors have begun to push forward all kinds of affairs, and you are still in a meeting. In a company that I worked with, every time I communicated something, the other party was in a meeting. When asked about the progress of the project and the solution, the answer was: meeting to solve it. Then they died.
Advocate project responsibility system and flat management.
2. Management by objectives
From the day when the operation director gets the KPI, data management should be in his mind. From the annual target, quarterly target, monthly target and weekly target, an operation team without quantitative data target will run around like a headless fly, and the team management process of the operation director is actually a target management process. Every project leader should have a clear goal direction.
3. Cohesion
It is the responsibility of every operation director to maintain an efficient, happy and energetic working environment and maintain the cohesion of the whole operation team. Frequent job-hopping of team members is not conducive to the development of enterprises, so how to maintain the stability of the core members of the project is very important.
Welcome to read the next article.