Since March 2023, the performance of dental implants in most marketing dental clinics has fallen off a cliff, giving the original expectation that this year's performance growth will make up for the losses of previous years, and the belief has collapsed!
So, how can this situation be broken? Many bosses have not yet reacted to the changes in the market, blaming the problem on the problems of the promotion team, so they temporarily changed the generals, and as a result, the team was turbulent, which made the clinic's performance worse.
In fact, as long as you analyze carefully, you can know that the fluctuation of performance is largely due to the decline in the unit price of dental implants.
The core formula of performance: performance = number of consultations * unit price
At this time, the unit value of customers has declined, and if the previous performance is to be maintained, the number of consultations must increase to make up for it.
There are two types of "consultation volume" in this formula, namely the number of consultations from paid traffic and the number of consultations from free of charge.
The first reaction of the marketing-oriented dental institution is the problem of the promotion team, because it spends more advertising money than before, and the number of consultations has become smaller, and the production is also miserable.
At this time, the promotion team has become the backstabber, because the boss will only think that there is a problem with the promotion team, and do not realize the impact of the decline in customer unit price caused by the current market environment.
At present, the unit price of dental implant projects is almost halved compared to last year, which means that with the same traffic quality and advertising costs, it is necessary to spend double the advertising budget to get double the home visits in order to maintain the previous performance.
Let's take a look at the formula for production:
Production ratio = input advertising expenses: output performance
It is equivalent to that the clinic had an advertising production ratio of 1:4 last year, and if the business model has not changed, the production ratio will now become 1:2.
Therefore, this year, the advertising production ratio of most marketing agencies is particularly ugly, especially with the involution factor of the industry, the cost of traffic has been rising.
Therefore, the changes in the dental market industry have forced institutions to change and upgrade their models, and if they are still the previous model, they will fall into a situation of continuous losses.
So how do you make the change? Crazy Uncle believes that it is still necessary to start from the core formula of performance, and it is relatively difficult to increase the unit price of customers at present, so start with the free consultation volume.
Increase the number of outpatient clinics from the dimension of non-payment, and improve the conversion rate, repurchase rate and referral rate of each link.
In terms of door-to-door rate and transaction rate, most dental clinics pay attention to it, and this will actually have a ceiling.
In fact, many clinics ignore referrals and repeat purchases.
So how do you make a good referral? Some operators think that if there is a discount, they can do a good job of referral.
No matter how low the discount is, no matter how big the reward is, it will not be the fundamental reason for the old to bring the new, only good medical results and high-quality services are the core of the transformation of the old with the new
In the process of implementation, first of all, all employees must pay attention to referrals, and only when they pay attention to it, will they find ways to meet customer needs and improve customer experience.
Secondly, the output referral is carried out at different contact points, such as after the transaction, the next day return visit, customer follow-up and other time nodes.
Finally,It is necessary to consider the interests of the three parties, that is, the customer, the recommended customer and the consultant, which requires the operation to plan and construct the interest points in order to better implement the referral.
Under normal circumstances, the referral of clinics that do well will not be bad for their repurchases, because the two are the same.
February**Dynamic Incentive Plan Is there anything else to pay attention to?
Yes, there is another one, which is to adjust the structural proportion of service items and reduce the weight of the impact of planting.
Like general practice, it is a project that is just needed, and this kind of repurchase is very high. Therefore, it is necessary to improve the basic effect of this kind of general practice, especially periodontal and maintenance.
Through these oral health management models, do a good job in the best planning of customer visits, which can not only improve the income of the clinic, but also solve problems for customers.
In these ways, the dental institution will have much more room to survive this winter. If it doesn't change, it may be eliminated from the market.