For the medical beauty industry, it was the peak consumption period before and after the Spring Festival, and people hoped to visit relatives and friends with a delicate and beautiful appearance. However, because medical beauty, ranging from skin care to plastic surgery, basically needs to be carried out in a confined space. At this stage, almost no one dares to go to the hospital to have close contact with doctors for two or three hours. The shortage of cash flow due to lack of customers and the pressure caused by huge fixed cost expenditure have had a great impact on the medical and aesthetic industry.
The long dormancy period is also an active preparation period for enterprises to adjust their product and service strategies, The medical and aesthetic institutions have taken advantage of this time to maintain customer relations and broaden channels to do a good job in customer storage, which will lay a good foundation for the resumption of business after the epidemic.
Do a good job of customer maintenance
Effective customer maintenance is also the best way to ensure performance, reducing customer loss and reducing the cost of customer expansion. So don't let the epidemic break the customer relationship with customers.
Sort out customer database
Customer information maintenance should have a comprehensive database of customer information. During this period, customer files should be combed again to prepare for later caring actions for accurate customers and the development of post epidemic services.
Appropriate customer care
For example, customer care can be provided through mass SMS. At this time, SMS care does not need to have any marketing purpose, but really care for customers. In the face of the epidemic, a warm SMS greeting from the store is believed to double the goodwill of members who see SMS.
Improve the membership management system
Due to the impact of the epidemic, customers cannot go to offline stores in a short period of time. At this time, medical and aesthetic institutions can appropriately extend the validity of cards and coupons for members to enhance their loyalty and goodwill to the stores.
Use the Internet to expand customer storage channels
Internet is an inevitable trend for the development of all walks of life in China. The medical and aesthetic industry can take advantage of this period to actively infiltrate into multiple online channels and explore a diversified Internet business model.
Online medical beauty platform for word of mouth publicity
The vast majority of consumers choose medical and aesthetic institutions according to the content of online searches and netizens' comments. The sharing and praise of real cases by netizens can greatly improve consumers' trust. In particular, in recent years, medical and aesthetic institutions have been mixed, and medical and aesthetic plastic surgery accidents have emerged in endlessly, which has greatly reduced consumers' trust in medical and aesthetic institutions.
The purpose of medical beauty institutions entering the third-party Internet medical beauty platform is not to sell, but to make public praise. For example, the platforms such as New Oxygen, Popular Comments on Medical Beauty and Beauty Channel, and Aimei.com, which are now more recognized by consumers, medical beauty institutions can enter and upload their own medical licenses, hardware facilities, expert qualifications, and projects to show their overall strength. After completing the consumption, consumers can also evaluate the service quality of the project on the platform for reference by other consumers.
Use search optimization to do a good job of customer savings and accumulation
At this stage, although the number of visitors to the medical and aesthetic industry has decreased significantly, many people are also consulting about where to do medical and aesthetic projects.
It is believed that after the end of the epidemic, medical and beauty institutions will welcome a large number of "beauty seeking" consumers, so advertising is particularly critical in this dormant period.
As can be seen from the questions in the screenshot above, people will never stop their demand for beauty. According to the data of iResearch from 2018 to 2019, 60% of Chinese people said they accepted medical beauty. Therefore, medical beauty institutions are not lack of customers, but lack of an opportunity to let more potential customers know you.
According to the research on the marketing of medical beauty industry in 2017-2018, the high cost of customer acquisition has always been the biggest pain point in the medical beauty industry. The cost of search bidding is about 20 yuan/click, and the cost of search bidding is as high as one million yuan in a month. How to reduce the marketing cost has always been a concern of medical beauty institutions. Especially at present, the fund is under great pressure, so the advertising strategy should give priority to low-cost and effective channels.
According to the behavior analysis of current netizens and the comprehensive analysis of the current status of Internet advertising, the combination of website+search optimization is the advertising mode chosen by most medical and aesthetic institutions.
In the Internet era, the official website is not only a sales channel, but also the facade of a brand. Nowadays, if netizens want to know about a brand, they will search for relevant information through search engines at the first time, so most of the time customers' first impression of the brand comes from the official website. The official website can display your medical qualifications, hardware facilities, expert qualifications, and projects in an all-round way, upload pictures and videos to display beauty project cases in detail, and can also achieve drainage through online consultation and appointment registration. Therefore, no matter how small a brand is, it is also necessary to establish an official website.
Compared with millions of search bidding fees, The cost of search optimization is only 10000 yuan+/year, Enterprises also need not worry about the deduction due to malicious clicks. Through search engine optimization, the information of enterprises can occupy the homepage of search results stably, enhance consumer confidence, improve brand credibility, and undertake accurate search traffic of potential customers. Make good use of search marketing to save and accumulate customers. After the market recovers, you can take the lead faster than your competitors.
In addition, store operators should make preparations for returning to work, such as strict and comprehensive disinfection of stores; The disposable articles (bed sheets, slippers, etc.) used by customers shall be replaced. The disinfection process and replacement of articles can be updated to the official website, public account and other platforms in the form of pictures, videos, etc., so that guests can witness the whole disinfection process, realize that their environment is safe, and also improve the trust of users.
