1 thought on “Dry goods | The four major marketing strategies worth learning from medical and beauty institutions”
Alison
The medical beauty industry is a highly marketing industry and a fully competitive industry. No matter how strong the medical technology, the high service level, and the good environmental facilities, if the effective marketing is missing, it will also be difficult.
Professional marketing is the organic combination of marketing ideas, marketing technology and marketing tools, while marketing strategies are a concrete manifestation of marketing technology.
The strategy of medical beauty marketing is roughly divided into the following four categories:
. Product strategy
Customers’ medical technology and services, which are commonly called “projects” commonly called by medical aesthetics.
The product is a link between linking medical institutions and customers. The purpose of marketing is to sell products. Without good product strategies, only products, marketing effects will not be good.
M product strategy mainly includes two aspects, one is the mining of product value, and the other is the construction of the product system. The former is to allow the product to be accepted by customers and meet the needs of customers. The latter is to allow the product to be accepted by more customers and meet the diverse needs of customers.
Id the value of the product? What kind of product system does it build? This should be based on the medical characteristics of each institution. When formulating a strategy, we should first avoid strengths and avoid their weaknesses, highlight their own medical technology advantages, and form special medical care, rather than grasping the eyebrows of eyebrows, that is, to follow the “long board theory”. Secondly, the focus of marketing should be placed on those good products that can bring high performance. The so -called good products must meet the three conditions of “just need, pain point, and high frequency”. Therefore, both medical and beauty institutions must meet these three conditions through the analysis of customer needs, whether they are planning and packaging projects, or design product portfolios. Otherwise, it is difficult to formulate excellent product strategies.
. Price strategy
The price strategy is actually how to pricing and price adjustment. Pricing is active and long -term, and the price adjustment is often passive and temporary.
The principle of pricing is to ensure the profit of the product, the second is to reflect the value of the product, and the third is to get the market recognition. Too low pricing not only loses the profit, but also affects the reputation of the product and the brand of the institution. Therefore, when pricing, it should be fully considered that the brand can generate a premium and the service can generate added value, which can be converted into the price of the product. However, too high pricing will also lose some market competitiveness and cannot be recognized by customers.
Once the price is formulated, it has relative stability, but it is not unchanged. The institution should continue to adjust the price with the changes in the market, so the price adjustment is also a strategy. At present, the price war in the medical beauty industry is surpassing. On the one hand, with the maturity of the market, the profits of plastic surgery technology should return to a reasonable state, and the era of huge profits has ended. On the other hand, the homogeneity of products is relatively serious. Medical and beauty institutions that do not dominate some brands have taken the lead in attracting customers by reducing prices, causing other institutions to follow. However, when the adjustment, the price of the adjustment, the reason for the reason for the price, what the purpose of the price adjustment, etc., and what purpose you want to achieve, etc., you must make strategic considerations.
The medical and aesthetic institutions should set the operating goals of the present stage when implementing a price strategy to pursue maximum profits or market share. Different business goals determine different pricing strategies of the organization.
The factors of the product are affected by the value of the product, the brand’s brand, and market competition, but the price is a strategy, which has its own independence and freedom. Focusing on the hierarchical product system, designing a hierarchical price system to meet the needs of customers at different levels, it is an effective strategy that takes into account profits and transactions.
. The channel strategy
The approach to medical beauty marketing refers to the transmission of brands or products to customers through some medium or intermediary, and attracts its access to the hospital. In short, it is the way for customers to come to the hospital. From what ways to inform and attract customers to the hospital? What marketing measures do you take different ways? How to jointly use multiple channels, etc. These are the main contents of the channel strategy.
In the medical beauty industry, the routes of customers come to the hospital are roughly divided into four, namely: network channels, three -party channels, old customers ways, and natural outpatient pathways. Customers of these four channels have their own characteristics, and marketing strategies are naturally different.
The network channels are formed through online marketing. At present, the bidding of medical beauty in small and medium -sized institutions is becoming more and more difficult. New media marketing such as WeChat has begun to emerge.
The three -party channels absorb customers through third -party platforms or channels: offline with traditional beauty salon channels, senior managers and other foreign alliance channels. The online ones include three -way medical platform and medical beauty APP. The common characteristics of the three parties are the cooperation division system. On the surface, some profits will be given. In fact, the division occurs after the transaction, so the cost is more controllable.
The old customers’ ways include the re -consumption of the old customers and the introduction of new customers. The number of customers in this way is closely related to the medical technology and customer service level of the medical beauty institution. For each medical and beauty institution, the way of old customers is to focus on creating a lot of effort.
The natural outpatient approach can be subdivided into many types. Some of them are attracted by advertisements, some are coming in, some come in, and so on. The number of customers in this way is closely related to the brand’s own brand.
The different customers will have a certain dependence on the choice of ways due to the age, occupation, economic ability, and consumption psychology of different customers. Therefore, the channel strategy is to formulate corresponding marketing guidelines and measures based on the characteristics of customers from different channels to make the channels of customers come to the hospital more smoothly.
. Promotion strategy
This promotion is to promote product sales through various methods such as advertising, public relations, personnel promotion, and marketing activities. In the medical beauty industry, the promotion strategy includes two strategies for promoting coming to the hospital and promoting transactions.
The promotion is the last link of marketing and a vital part. On the one hand, products, price, and channel strategies are the prerequisite for promotional strategies. The first three items are not done well, and the last part of the last part is also difficult to achieve. On the other hand, if the promotion strategy is not done well, the effectiveness of the previous three strategies is difficult to give full play to.
What to promote the promotion? Promoting the brand and the promotion of products still emphasize the price. This is the content selection of the promotion, or the content strategy. How to promote? Outdoor advertising, online marketing, ground promotion or manpower sales, this is the form of promotional selection, or formal strategy.
In the medical beauty industry, the content of the promotion is extremely rich, and the form of promotion is endless. It can even be said that the marketing of medical and beauty institutions is actually fighting for promotion.
In the formulation of effective promotional strategies, requiring medical and beauty institutions to first establish a complete data collection, statistics and analysis system, to understand the effects and efficiency of various promotional methods at any time, choose the optimal promotion from it, from which Content and form. Secondly, it is required to be new to avoid the same promotion method between institutions. Finally, the most important one is to do a good job of building a marketing team, strengthen the division of labor and collaboration of various positions in various departments, and build an efficient operating system.
The major brands and institutions today are using fission marketing tools such as pulse to spread. Whether it is a promotional brand or a promotional transaction, it can obtain a good transaction volume, even better Whether it is outdoor advertising, online marketing, or ground promotion, the choice of various marketing forms is applicable. The marketing process takes into account all aspects of drainage, promotion, retention, acquisition of income, and self -communication. Marketing data statistics do not need to worry about it. Marketing is more effective.
The four major strategies for medical beauty marketing are a system of interconnected and interaction. Professional marketing team members should grasp the overall grasp.
The medical beauty industry is a highly marketing industry and a fully competitive industry. No matter how strong the medical technology, the high service level, and the good environmental facilities, if the effective marketing is missing, it will also be difficult.
Professional marketing is the organic combination of marketing ideas, marketing technology and marketing tools, while marketing strategies are a concrete manifestation of marketing technology.
The strategy of medical beauty marketing is roughly divided into the following four categories:
. Product strategy
Customers’ medical technology and services, which are commonly called “projects” commonly called by medical aesthetics.
The product is a link between linking medical institutions and customers. The purpose of marketing is to sell products. Without good product strategies, only products, marketing effects will not be good.
M product strategy mainly includes two aspects, one is the mining of product value, and the other is the construction of the product system. The former is to allow the product to be accepted by customers and meet the needs of customers. The latter is to allow the product to be accepted by more customers and meet the diverse needs of customers.
Id the value of the product? What kind of product system does it build? This should be based on the medical characteristics of each institution. When formulating a strategy, we should first avoid strengths and avoid their weaknesses, highlight their own medical technology advantages, and form special medical care, rather than grasping the eyebrows of eyebrows, that is, to follow the “long board theory”. Secondly, the focus of marketing should be placed on those good products that can bring high performance. The so -called good products must meet the three conditions of “just need, pain point, and high frequency”. Therefore, both medical and beauty institutions must meet these three conditions through the analysis of customer needs, whether they are planning and packaging projects, or design product portfolios. Otherwise, it is difficult to formulate excellent product strategies.
. Price strategy
The price strategy is actually how to pricing and price adjustment. Pricing is active and long -term, and the price adjustment is often passive and temporary.
The principle of pricing is to ensure the profit of the product, the second is to reflect the value of the product, and the third is to get the market recognition. Too low pricing not only loses the profit, but also affects the reputation of the product and the brand of the institution. Therefore, when pricing, it should be fully considered that the brand can generate a premium and the service can generate added value, which can be converted into the price of the product. However, too high pricing will also lose some market competitiveness and cannot be recognized by customers.
Once the price is formulated, it has relative stability, but it is not unchanged. The institution should continue to adjust the price with the changes in the market, so the price adjustment is also a strategy. At present, the price war in the medical beauty industry is surpassing. On the one hand, with the maturity of the market, the profits of plastic surgery technology should return to a reasonable state, and the era of huge profits has ended. On the other hand, the homogeneity of products is relatively serious. Medical and beauty institutions that do not dominate some brands have taken the lead in attracting customers by reducing prices, causing other institutions to follow. However, when the adjustment, the price of the adjustment, the reason for the reason for the price, what the purpose of the price adjustment, etc., and what purpose you want to achieve, etc., you must make strategic considerations.
The medical and aesthetic institutions should set the operating goals of the present stage when implementing a price strategy to pursue maximum profits or market share. Different business goals determine different pricing strategies of the organization.
The factors of the product are affected by the value of the product, the brand’s brand, and market competition, but the price is a strategy, which has its own independence and freedom. Focusing on the hierarchical product system, designing a hierarchical price system to meet the needs of customers at different levels, it is an effective strategy that takes into account profits and transactions.
. The channel strategy
The approach to medical beauty marketing refers to the transmission of brands or products to customers through some medium or intermediary, and attracts its access to the hospital. In short, it is the way for customers to come to the hospital. From what ways to inform and attract customers to the hospital? What marketing measures do you take different ways? How to jointly use multiple channels, etc. These are the main contents of the channel strategy.
In the medical beauty industry, the routes of customers come to the hospital are roughly divided into four, namely: network channels, three -party channels, old customers ways, and natural outpatient pathways. Customers of these four channels have their own characteristics, and marketing strategies are naturally different.
The network channels are formed through online marketing. At present, the bidding of medical beauty in small and medium -sized institutions is becoming more and more difficult. New media marketing such as WeChat has begun to emerge.
The three -party channels absorb customers through third -party platforms or channels: offline with traditional beauty salon channels, senior managers and other foreign alliance channels. The online ones include three -way medical platform and medical beauty APP. The common characteristics of the three parties are the cooperation division system. On the surface, some profits will be given. In fact, the division occurs after the transaction, so the cost is more controllable.
The old customers’ ways include the re -consumption of the old customers and the introduction of new customers. The number of customers in this way is closely related to the medical technology and customer service level of the medical beauty institution. For each medical and beauty institution, the way of old customers is to focus on creating a lot of effort.
The natural outpatient approach can be subdivided into many types. Some of them are attracted by advertisements, some are coming in, some come in, and so on. The number of customers in this way is closely related to the brand’s own brand.
The different customers will have a certain dependence on the choice of ways due to the age, occupation, economic ability, and consumption psychology of different customers. Therefore, the channel strategy is to formulate corresponding marketing guidelines and measures based on the characteristics of customers from different channels to make the channels of customers come to the hospital more smoothly.
. Promotion strategy
This promotion is to promote product sales through various methods such as advertising, public relations, personnel promotion, and marketing activities. In the medical beauty industry, the promotion strategy includes two strategies for promoting coming to the hospital and promoting transactions.
The promotion is the last link of marketing and a vital part. On the one hand, products, price, and channel strategies are the prerequisite for promotional strategies. The first three items are not done well, and the last part of the last part is also difficult to achieve. On the other hand, if the promotion strategy is not done well, the effectiveness of the previous three strategies is difficult to give full play to.
What to promote the promotion? Promoting the brand and the promotion of products still emphasize the price. This is the content selection of the promotion, or the content strategy. How to promote? Outdoor advertising, online marketing, ground promotion or manpower sales, this is the form of promotional selection, or formal strategy.
In the medical beauty industry, the content of the promotion is extremely rich, and the form of promotion is endless. It can even be said that the marketing of medical and beauty institutions is actually fighting for promotion.
In the formulation of effective promotional strategies, requiring medical and beauty institutions to first establish a complete data collection, statistics and analysis system, to understand the effects and efficiency of various promotional methods at any time, choose the optimal promotion from it, from which Content and form. Secondly, it is required to be new to avoid the same promotion method between institutions. Finally, the most important one is to do a good job of building a marketing team, strengthen the division of labor and collaboration of various positions in various departments, and build an efficient operating system.
The major brands and institutions today are using fission marketing tools such as pulse to spread. Whether it is a promotional brand or a promotional transaction, it can obtain a good transaction volume, even better Whether it is outdoor advertising, online marketing, or ground promotion, the choice of various marketing forms is applicable. The marketing process takes into account all aspects of drainage, promotion, retention, acquisition of income, and self -communication. Marketing data statistics do not need to worry about it. Marketing is more effective.
The four major strategies for medical beauty marketing are a system of interconnected and interaction. Professional marketing team members should grasp the overall grasp.