The conversion rate of traffic is exactly the point of anxiety of all players on the medical beauty circuit.
Look at business with perspective. Super point of view, from the frontier observation of new business practitioners.
Dictation | Special Observer Liu Di
Edit | Huang Zhenyao
Special Observer Liu Di
Self-help of medical and beauty institutions: online, focused on categories, and refined operations of star doctors
The epidemic has magnified the disadvantages of the medical and beauty industry. New models are also being accelerated. Medical and beauty institutions are rapidly reshuffled. In an industry that is still in the process of growth, new wars are under way and the pattern changes. How to comply with regulations, how to meet the post-90s, 95 and 00 post-consumer consumers, how to use new technologies to embrace the Internet, etc. are all issues that organizations need to urgently solve.
The epidemic also has a long-term impact on consumers. Beauty seekers will pay more attention to cost-effectiveness when purchasing, and the internal driving force has also changed. We conducted a telephone survey for 1,000 order users on the platform, and the past 90% Of the users who do medical beauty will mention love, but now the words that users are more referring to are job search, career development, business negotiation, anchor, etc., and the use of medical beauty as an investment in personal development is becoming a trend. The more obvious are the student group and urban white-collar workers. The student group in the graduation season will face tremendous job search pressure in the beginning of 2020. More than 80% of medical professionals are hoping to help their own employment.
From the perspective of the platform, the epidemic has accelerated the formation of a smart medical aesthetic beauty and strengthened the attractiveness of the online platform.
Medical platforms, including Meimei, have launched video face-to-face consultation functions, which have online important intermediate links for medical and beauty decision-making. Video face-to-face consultation functions have exploded in this period. During this period, the coverage of Meimei AI users reached 95% of platform users. The whole process, except that the operation needs to be offline, all other processes are online. Maximize cost savings for users and doctors, make medical resources evenly distributed and can be used reasonably. At this stage, we are making AI continue to learn to understand the beautything.
Users initiate online medical beauty consultation/more beautiful video consultation through more beautiful video consultation
I want to talk specifically about the reshuffling changes that medical and aesthetic industry organizations are going through, and how they can break through. Medical and beauty industry organizations can be roughly divided into three levels: large, medium and small:
※Large medical and aesthetic hospitals: TOP-level hospitals have used a lot of advertising in the past. It already has a nationally well-known brand effect and has a brand premium. Now all are rushing for traffic, and large institutions will have a relatively high monetization efficiency. It can continue to live and continue to grow, but it will be more difficult than before.
※ Medium-sized medical and aesthetic institutions: between 1,000 and 4,000 square meters, the team is a team of one or two hundred people, and the annual income is about 20 to 50 million. This type of clinic has the same way of obtaining customers as TOP-level hospitals, and does not occupy a greater advantage. In the past two years, many of these institutions have been eliminated. With the restriction of medical and aesthetic licenses in four districts in Beijing, many large hospitals have changed their names and changed shareholders. They are being pulled right and left, and now in the entire industry, medium-sized clinics are running more and more difficult. Even the regional brand, Ditou Hospital, is making this hospital as large as possible.
※ Small medical beauty clinic: basically less than 1,000 square meters, a few doctors and a small number of service teams, the annual income is between 10 million and 20 million: this kind of clinic is cost-effective and young Service. You need a doctor with your own traffic or a team that can run the doctor well. I call this small and beautiful clinic format a boutique clinic, which is the mainstream trend in the medical beauty industry.
The epidemic has the greatest negative impact on medium-sized medical and aesthetic institutions. Especially medical and aesthetic institutions that have relied on channels to obtain customers during the epidemic cannot obtain traffic. At the same time, their volume is relatively large and they cannot turn around well. On the contrary, it has the most positive impact on small and beautiful boutique clinics. They maximize the online and focused categories, use doctor IP to do refined operations, and the cost is relatively lower, which is more in line with the consumer preferences of the main force of post-95, 00 medical doctors. .
From the pattern reshuffling of medical and beauty institutions, We can summarize the response measures of medical and beauty institutions. There are three main aspects: online, focused category and refined operation of pushing star doctors. I also mentioned online, why do you say it must be online, and there are many channels for the organization to find medical beauty promotion, Baidu, Yimei App, Tmall, JD.com’s platform also has categories of medical beauty, plus a circle of friends, Weidian, Douyin small video, offline beauty shop, etc. Industry media divides the promotion of these channels into three categories:
First, medical and aesthetic institutions spend the most in traditional advertising forms (outdoors, search engines, etc.), about 60%-90%. However, affected by ROI (return on investment), this part of the budget continues to decrease.
Second, Internet platform diversion, the cost accounted for 10%-40%. This kind of platform has a relatively high ROI, a variety of marketing forms, is popular with young people, and its budget continues to rise.
Three, beauty salons and KOL referrals (institutional diversion) and other methods are mostly charged per single consumption, and the commission rate is usually as high as 30%-70%. Referrals in beauty salons are gradually fading due to the high premium and the high age of the population.
The ROI of the Internet medical beauty platform is the highest. I will talk about why later, in fact, it is still a matter of trust. Medical and aesthetic institutions publish professional, high-quality and real medical and aesthetic cases and content on a more accurate and professional vertical platform. Focusing on the effects and safety issues that consumers are most concerned about, focusing on content polishing and professional interpretation, the gains are not only from customers but also from good reputation.
The second point focuses on categories, and there is a consensus in the industry that most medical and aesthetic institutions are comprehensive institutions, and those with special products account for less than 10%, and those with special product brands are even more There are fewer and fewer. Taking catering as an example, restaurants will be divided into Sichuan restaurant, Cantonese restaurant, Beijing restaurant, Yunnan restaurant, and few restaurants will make chowder because people are always willing to choose the most professional in this field when consuming. In recent years, we will see a lot of small and beautiful restaurant brands come out. The main project may be steamed buns or hot pots, and it can also open chain stores across the country. The reason is because it has its own advantages. The decision-making psychology of consumers in the medical and aesthetic industry is actually the same. I want to find the most professional institution in the consumer project. Now when we mention eye bags, we think of Mei Shiqin, hair planting, and Yong He. Because these two are very focused on categories in terms of operating ideas and market brand promotion.
The consumer demand after 90s, 95s, and 00s is increasing, but most medical and aesthetic institutions’ service items, service quality, and prices are still biased toward the 70s and 80s, and cannot keep pace with the times. Focusing on the new generation of medical and aesthetic consumer groups, we will find that it is very important to focus on the category to launch advantageous projects, give transparent prices, aesthetic fashion, and better grasp the emotional resonance of consumers when doing promotion.
The third point is that the doctor’s personal IP brand effect is also the key point to stand out. An institution has one or two star doctors. In the current market environment and the mainstream consumer population that has changed, it can get considerable traffic. of. In my opinion, the era of more basic medical aesthetics, which is entirely recommended by acquaintances, has passed, and medical aesthetics has a stronger expertise than cosmetics.Professional attributes also have strong medical attributes. Issues such as trust, professionalism, and safety are barriers. Professional doctors with personal brands are precisely the “weapon” for breaking these barriers.
So how to create a doctor IP? In my opinion, it is the doctors’ choice first. I think doctors with a certain reputation are better than none. It is easier to build on the basis of the established word of mouth than building from 0 to 1, and it is more cost-effective. The second is to explore the advantages of doctors. It is best to have absolute advantages here, such as being able to have an absolutely professional recognized project in the industry, or leading niche technology, or unique personality charm, etc. The next step is to amplify these advantages. Here again, we should mention the benefits of vertical medical and aesthetic platforms. Institutions can help doctors through the doctor’s homepage, evaluation, cases, resource rewards, video consultation, AI and other functions on these platforms. Create a personal brand. In recent years, we have also seen more and more institutions begin to “incubate” star doctors, through their personal brands to feed back institutions, seize consumer mental resources, break the professional, trust and security barriers, so as to obtain higher traffic promotion Revenue.
For medical and aesthetic institutions that are more affected by the epidemic, they work hard when the environment is not good, seize the opportunity of online transformation, create star doctors, launch superior categories, make good use of video interviews and AI and other new Tools, good reputation, and stable foundations are needed to grasp the tuyere and usher in blowout growth when the market picks up.
Giant should also face anxiety of traffic conversion
Even before the epidemic hit, the industry had already experienced several wave of closures. According to the data from the company’s survey, the number of canceled companies in the domestic medical and beauty industry increased significantly from 2016 to 2019, and 34,508 companies were cancelled throughout 2018 . Another data shows that a total of 2,600 medical and aesthetic hospitals were closed in 2019, including large and medium-sized medical and aesthetic hospitals. I have summarized the three kinds of institutions that are most likely to fail: the first is for laymen to do medical beauty, the second is for entrepreneurs who do not understand business management, and the third is for medical beauty institutions that ignore safety risks.
In addition to the economic downturn and consumers’ tight pockets, many people think that these organizations do not understand how to get traffic. I think the reason can be digged deeper, that is, these organizations cannot find traffic , But do not know how to do traffic conversion.
In fact, what competes in the Internet medical beauty industry is the traffic conversion rate. Medical institutions are weakening Baidu, beauty salons, and KOL referral placement. On the surface, it is because the cost of acquiring customers on these platforms is too high, in fact, because the traffic conversion rate of these platforms is actually decreasing. The cost of users is increasing, so the price cannot be reduced for the institutional side.
At present, the industry has two ways to improve the conversion rate of traffic, one direction is medical beauty APP and giantThe heads are doing encouraging medical doctors and experts to produce professional medical video content. This direction is in line with the general trend of the times, and the content competition moves from graphics to video. Medical and beauty institutions need a platform to publish video content to show themselves to facilitate content acquisition. The other direction is to complete the last mile of medical beauty decision-making through the introduction of various functions such as AI face value testing tools and video facial consultations, represented by the medical beauty app. Because medical beauty is a decision-making consumption, many times consumers read the corresponding doctor’s plastic diary and searched the relevant information of the doctor on all platforms, but they still can’t decide whether to place an order, because they are not sure about their plastic surgery. What does it look like afterwards.
Users perform face value analysis through more beautiful AI
Looking at the current two directions of the Internet medical beauty platform, the common point is to create user trust. Content acquisition, AI value measurement, and video interviews are all for users to become beautiful. Have a sense of trust. As the aforementioned beauty-loving users have changed from beauty seekers to beauty-understanding, a recent industry colleague said that now beauty seekers can often come up with a PPT to communicate with the doctor when they interview the doctor. What type of plastic effect is needed. This shows that beauty seekers are becoming more cautious, and they are also becoming smarter. They have demands for the integration of medical beauty information. For medical and aesthetic institutions, they also do not have enough energy and team to get traffic in the disturbing publicity channels. Based on this, I think the future medical and aesthetic industry must be able to integrate all medical and aesthetic information platforms, and more than one, users can find all the information needed to make medical and aesthetic decisions on these platforms, medical and aesthetic institutions Can also focus on operating on these platforms.
At present, there are many players entering the medical and beauty industry. The advantage of Internet giants is that they have a lot of traffic. However, the subtle point is also because of the large amount of traffic. Take Tuanyimei as an example, an ordinary user can see the information flow of the restaurant when opening the Meitang APP. The user needs to click the medical beauty item to enter the medical beauty section; Tmall Yimei is the same. After Taobao draws a screen, click Ali If you are healthy, you can enter the medical beauty section by clicking the medical beauty oral cavity. The entrance is relatively deep, so although the giant’s flow is large, the flow allocated to the medical beauty field is limited. In addition, how to select users with high customer prices from the flow of non-professional medical beauty platforms is also a consideration for giants and medical beauty institutions.
Ask users to open a restaurant or clothing selectionAPP, go to order medical and beauty projects, there is always a feeling of entering the wrong field for Aimei users who have heavy consumption decisions. You can imagine the feeling of being very unprofessional and unprofessional when braised pork and face-lift pins appear in an information stream. Giants can also choose to create an APP for the medical and beauty sector separately, but this new APP will lose the flow of the main APP. This is why there are always new unicorn apps in various vertical fields. How to choose this is the point where the giants struggle to hesitate.
The advantages of the medical beauty app are that they enter the game early, and the information accumulation, technical accumulation, and industry experience of the medical beauty platform have an advantage. At present, the giants are still at the stage of acquiring customers through the main push of the plastic diary in 2016. Through 7 years of development, the medical beauty apps have already made achievements in the fields of medical beauty brand, medical beauty knowledge, AI value measurement, and video consultation. Therefore, the flow of Yimei APP will be more accurate than that of giants. At the same time, the focus of Yimei APP on the B end is how to accurately distribute the flow to the appropriate medical institutions. For example, for more beautiful APP users, we use AI to measure face value and user browsing and other platform behaviors to tag users. We make a judgment on the user’s area, budget, medical experience, aesthetic style, and then accurately distribute to Platform cooperation agency. This is more efficient than medical and aesthetic institutions exploring and acquiring on a new media platform or giant platform with a lot of traffic.
In the final analysis, Wulun is a medical beauty app that has been cultivating in the industry for seven years, or a giant who has entered the market. In this battle of Internet medical beauty, how to enrich the functional role of the platform has become the top priority. Undoubtedly, improving the conversion rate of platform traffic, becoming a platform for obtaining all medical and aesthetic information for consumers, and becoming a traffic hub for accurate distribution for merchants, is becoming the starting point for all players on the track.
Consumer’s aesthetic ability is improved, and consumer demand for medical beauty is more obvious
On the other hand, the contradiction between medical and beauty institutions and consumers is constantly changing, which is also the focus of medical and beauty institutions in the future. From 2013 to 2016, there was a clear contradiction in price opacity between medical institutions and consumers. I also mentioned above that in the initial stage of industry development, consumers have not yet established the most basic awareness of the price of medical and aesthetic projects. In the promotion of medical and aesthetic institutions and the promotion of search, consumers obtain The channel of information is also relatively blocked, and institutions have absolute control over pricing. At that time, medical and beauty institutions that used beauty salons as customer acquisition channels often struggled with how to report prices on the medical and aesthetic APP, because the prices of customers who come through the channels often cannot be changed. The so-called “one-time channel, lifetime channel”, but this price Obviously there is no advantage in the medical beauty app. Through the medical beauty app, young post-90s can understand that the same project is not even available in different institutions.In the same country, it is preferable to place an order with a cost-effective institution, which also makes some institutions with high prices need to improve the price-performance ratio to obtain the opportunity of being selected by consumers. At present, this kind of entanglement among medical and beauty institutions has been reduced. The more and more institutions choose to embrace the medical and beauty apps, the price of the plastic surgery industry is becoming more and more transparent.
Since 2017, I have found that the main contradiction between medical institutions and consumers has gradually shifted to aesthetics. The main force of medical beauty consumers has changed to the Internet’s indigenous people after 90, 95, and 00. They have been educated by medical beauty media and medical beauty apps for a long time. , I am more willing to participate in the customization of the beauty program, and I look forward to seeing the postoperative effect in advance. This has changed the previous situation where the institution has absolute say in the beauty program. “Red face V face” etc. may not be suitable for all consumers. Like the consumer mentioned above who took the PPT to communicate with the doctor, in the end, the doctor and the consumer completed the treatment plan of the entire project together. In order to meet these consumer demands, the industry has launched AI tools to help consumers understand themselves better, and launched video consultation tools to build a bridge for doctors and consumers to communicate online. From our platform alone, consumers understand themselves through better AI After the situation, I will open a video interview with multiple doctors, find the one that is most suitable for myself and the most cost-effective from many aesthetic programs, and then complete the order. Therefore, I suggest that in addition to enough professional technology, the organization should also pay attention to training the aesthetic ability and customization ability of the team, and avoid excessive marketing and template.
In recent years, Another new trend is that consumer demand after medical aesthetics has become more apparent After consumers complete medical aesthetics projects, they hope to have something to maintain the surgical effect and provide additional value-added Services, such as medical beauty mask, repair and maintenance care, etc. In response to this trend, some large medical and aesthetic institutions will set up spa and beauty salons and other life and beauty projects as supplements to medical and aesthetic after-sales services, and even some institutions will have professional after-sales teams to provide customer follow-up services. Old clients of these institutions provide a large percentage of revenue. Here I want to talk about our own insights. In the past, with the cost of store rent, operation and management, the average customer acquisition cost of a medical and aesthetic institution ranges from several thousand to tens of thousands of yuan, so in my opinion, it is so Under the high cost, it is more important to continue to dig deeper than the development of new customers. Most organizations are aware of this, and they pay more attention to the construction of after-sales service systems. After investigation, we found that as long as there is a satisfactory effect, smooth communication and continuous penetration in the early stage, the success rate of re-purchase of new customers with new needs exceeds 80%. I suggest that most institutions can think more about the after-sales service of medical beauty.
Medical industry will have more opportunities in the third and fourth tier cities in the future
Finally talk about my rightSeveral judgments on the development trend of the medical beauty industry for everyone to discuss together:
1. Online medical information.
Online medical and beauty must be the future development trend. Through digital construction, the information of offline medical and aesthetic institutions will be fully displayed on the Internet. Users can more quickly query the qualifications of institutions and physicians and related cases. You can obtain information such as reception procedures, surgical equipment, and medicine information.
Second, with the emergence of the head medical beauty information platform, both experts and doctors can produce medical beauty content on the medical beauty platform and publish information. Users can obtain the desired information on the platform as a basis for decision-making.
Three, the aesthetic level of the medical and beauty industry has improved overall, becoming more and more scientific. With the emergence of scientific face value testing tools, more beautiful AI will become a platform for medical aesthetic institutions to constantly understand the favorite aesthetic templates of current medical aesthetic users.
Fourth, medical and aesthetic services are online, and services can be provided through the Internet before and after sales. With the rise of video consultation, users can make online reservations for appointments, consultations, diagnosis, and recovery guidance from preoperative, intraoperative to postoperative procedures.
Five. In the next five years, medical and aesthetic institutions with focused categories will stand out.
Six, the third and fourth tier cities will have more opportunities in the future. It is understood that there are currently more than 400 medical and aesthetic institutions in Beijing and more than 400 medical and aesthetic institutions in Shanghai, but there may be only one or twenty medical and aesthetic institutions in a third-tier city, and there will be more opportunities in the third and fourth-tier cities in the future.
Recommended reading
Recruiting special observers, the glowing viewpoint is worth seeing
The “Super Views” section now launches the “Special Observers Settle in” program, inviting entrepreneurs from various tracks, business leaders of large companies, and other front-line business practitioners to share your entrepreneurial insights, dry goods, and methodology here , Your industry insight, trend judgment, and look forward to hearing your voice from the forefront.
Welcome to contact us, WeChat: cuiyandong66; Email: guanchayuan@36kr.com.