With the rapid development of the dental industry, dental clinics are saturated year by year, the competition in the industry is becoming more and more fierce (the first war, marketing war, and channel war are emerging one after another), the control of medical advertising is becoming more and more strict, and the ratio ......of marketing customer acquisition and production has been further expandedIn this era of big waves, it is imminent for dental clinics to return to the essence of medical treatment and carry out the transformation of "marketing socialization".
There are three important equations for the transformation of "marketing socialization" in dental clinics:
Emotional content – driving scenario-based purchases
A trusted product - forming a social fission
Warm service - harvest customer lifetime value
Grasp the marketing opportunity, people-oriented, and harvest the lifetime value of customers through the ingenuity of social networking.
The dental clinic must be aware that what really attracts the attention of customers and promotes customers to make purchase decisions is not exaggerated advertising and bottomless low prices, do not turn the circle of friends into a dull radio station, but output content that can move people's hearts, scene-based and emotional.
So what is emotional content? Here are some examples.
Oral science popularization: through the introduction of dental hazards and methods, customers have more understanding and attention to teeth, and they can go to the store at any time if they have dental problems in the future.
Myths and rumors: Correct some misconceptions about dental health, such as teeth cleaning will lead to loose teeth, baby teeth are broken, etc., and improve the public's awareness of oral health.
Technical concepts: Convey our technical concepts to customers, such as preserving natural teeth for patients as much as possible, such as reminding parents to pay attention to their children's dental health, etc.
Life status: share interesting stories in life, good dramas, fitness exercises or good morning and evening greetings, etc., so that customers feel that we are more real.
Case stories: For example, Aunt Zhang's whole mouth of teeth is severely abrasion, dentin is exposed, sensitive to hot and cold when eating, sweet and sour, food impaction, and now she is in the store for systematic jaw reconstruction**, and now she has completed implant surgery. Show and package yourself from another angle.
Learning and Growth: By sharing the experience of participating in learning and training, let customers know that we are constantly improving our technology and increasing trust and authority.
Different customers have different scenarios for purchasing decisions, some choose dental fillings because they understand the dangers of tooth decay, some choose orthodontic treatment because they see the orthodontic effect, some go to the store for medical treatment because they recognize their technical strength, and some take the initiative to see teeth because they change their cognition. Although the decision-making scenarios are different, there is one thing in common, that is, "emotional content", and customers are willing to pay for their own perceptions (preferences).
Of course, when the outpatient clinic exports emotional content to the outside world, it must pay attention to the quality of the content. I often see some outpatient dentist friends, from the online ** oral science content, the layout is messy, **blurred, typos, not only damage the personal professional image of the dentist, but also easy to lower the customer's brand impression of the clinic.
The output of emotional content takes time to accumulate, and it is of little significance to fish for three days and dry the net for two days, and it will be effective if you insist on it every day.
The essence of oral medical services is the socialization of acquaintances with low frequency and strong relationships, and only products with trust attributes can form repurchase fission.
Needless to say, the repurchase is mainly due to the good experience of the customer in the store, the excellent outpatient technology, the first effect is satisfactory, and the customer has trust, so that there will be a repurchase. But fission is very particular, the essence of fission is distribution, so that old customers become outpatient publicity channels (sales without basic salary), and he brings new paying customers.
If the clinic wants to do a good job in fission referral, in addition to making a single customer trust itself, it also needs to use various small skills to make customers willing to help recommend and have motivation to recommend.
For example:
If a customer introduces a friend to come for treatment, the customer can be given the benefit of free oral examination or teeth cleaning, depending on the situation.
Invite customers to participate in outpatient activities, such as helping to promote outpatient activity coupons, and someone will automatically get cash back when they buy them.
The distribution activity information of the clinic is softly implanted into the oral science content, and the sales are completed at the same time as the popularization of science.
Everything needs to have a driving force, which can be the binding of interests, the transmission of trust, or the planting of welfare; In this way, for old customers, I am recommending valuable good things, and I can also make a profit by the way, so why not?
In the past era of rough development of the incremental market, the way and transformation path of dental clinics to obtain customer flow were relatively simple, and more people ate the development dividends of the oral medical market.
In today's era of intensive stock competition, dental clinics need to pay more attention to the "customer" itself, complete the transformation from operation flow to operation customers, from reaching transactions to business relationships, that is, the "deep heart" of doctor-patient relationship, the "emotional interaction" of medical services, and be a dental person with temperature and attitude, so as to harvest the lifetime value of customers and realize the management of the whole life cycle of customers.
5 Principles for Reaping Customer Lifetime Value:
Seek truth from factsShow and explain the real situation in the mouth to the customer, fully communicate in both directions, and achieve information equivalence.
Resolve the claimsBased on customer needs, we help customers solve dental problems and refuse excessive medical treatment.
Oral science,Correct the misunderstanding of customers' dental health cognition and improve customers' oral health awareness.
Empathy,Think from the customer's point of view, and take the customer's teeth as the core value of no problems for life.
Ongoing care,Such as postoperative medical orders, regular return visits, holiday greetings, event invitations, etc., to accompany customers for life.
With the fierce competition in the dental industry, dental clinics should pay more attention to the interaction with customers, upgrade from a simple "buying and selling relationship" to a deeper "trust relationship", and realize the management of the whole life cycle of customers, so as to go further and more stable.