Traffic fragmentation and rising traffic costs have affected all business models, which is why since 2018, all people have begun to pay attention to private domains.
But do you know what is the most terrifying thing about private thinking?
That's more retention than anything.
In the past 20 years, the Internet business environment has changed, from a user acquisition-led promotion model to a user retention-led model.
In the technical terminology of the Internet, it isOperations were upgraded from the Prapa model to the Rarra model.
Prapa model
p --promotion stands for user promotion, including the number of user promotions and the cost of user acquisition.
r --register represents the registered user.
a --active represents an active user.
p --pay stands for the paying user.
A --ARPU represents the revenue of the unit user.
rarra model
r---retention stands for user retention.
a---activation represents user activation.
r---revenue represents user revenue.
a---acquision stands for user acquisition
As soon as the two models are compared, you will find that the Prapa model is promoted from the beginning, while the Rarra model starts with retention.
You will find that when some clinics first opened, the advertisements were very fierce, but due to poor customer retention, they did not last long and could not continue to operate.
This is why Uncle Crazy wrote this article today, because there are many clinics operating in the PRAPA model, and now when the overall traffic environment has changed, it is very difficult to operate, and it is difficult to advertise and not advertise.
When some dentist friends ask for some suggestions for opening a clinic and starting a business, I usually suggest that they should be the first to open a small-scale business as much as possible and run through it at the lowest cost, rather than smashing advertisements as soon as the capital-led institution comes up.
In fact, it is also the idea of the RARRA model that gives them, first through their own operations, to improve customer retention rate, improve their own reputation, these two are done well, and in the end to expand the drainage channel.
We need to clearly understand that retention rate is the essence of the clinic's vitality and the core of the business model, rather than promoting the ability to attract new customers. Promotion is just a means, it belongs to the category of surgery, and it is the icing on the cake in the entire clinic operation.
So how does the clinic build the RARRA model?
Uncle Madness believes that a newly opened clinic needs to build a rarra model from several dimensions:
1. Build a retention system
1) Undertaking tools.
Crazy Uncle recommends such a combination: "Personal WeChat +* number + enterprise WeChat +."
First of all, you must find a way to add it to your personal WeChat, which is the most basic action, so as to ensure that there are many ways to affect your customers, such as private chats, content in Moments, etc. But so far, there are still many institutions that have not added the habit of adding customer WeChat, which is a great loss.
Here is also a comparison of the transformation and maintenance of various methods:
2) Undertake carriers.
This crazy uncle suggested that a member center of the clinic could be built, and with this as a carrier, many connected actions would become justified, and customers would not be so disgusted.
2. Develop a retention strategy
1) According to the type of customer, formulate a return visit strategy.
Formulate return visit strategies and tactics for customers who have not come to the door.
Formulate return visit strategies and tactics for unfinished customers.
Develop postoperative follow-up strategies and tactics for postoperative customers after surgery.
2) Develop repurchase and referral strategies.
3) Develop regular activities to maintain viscosity with customers.
For example: Member Day, Expert Consultation Day, Anniversary, etc.
4) Through live broadcast and other means, to give customers profits.
3. Develop measures to improve satisfaction
The RARRA model must be based on customer satisfaction, and you have to recognize what their needs are when they come to the clinic and do your best to make the patient happy.
This is the basic point where the RARRA model can be implemented.
4. Find KOC (i.e., customer opinion leader).
For KOC customers, I think the following two points should at least be done well:
1) Establish a long-term and stable relationship with KOC, so that they can feel the care and service of the clinic. Be proactive when providing services and understand their needs and feedback to provide better personalized service.
2) Establish a loyalty customer program for KOC, and reward their support and word-of-mouth communication through points, membership levels, etc. At the same time, it is important to pay attention to their needs and feedback, and continuously optimize the loyalty program.
Do a good job in the above 4 points, basically the private domain construction of the clinic will be completed1Stage 0 up.
In fact, this shift in mindset is a shift from traffic thinking to customer thinking.
You can refer to the double funnel chart, and it may be clearer.
Its pattern is constantly incremental, not decreasing. Therefore, when we do clinic operation, we must think about this fundamental point.
To put it simply, if your clinic can't even handle free traffic, paid traffic can't handle it even more. Let's not fall into the cycle of traffic and new visits. What can really keep a clinic alive is definitely not the traffic, but the stock of the clinic.
There are some clinics that are not doing well, and they often say that the industry is too volatile now, and capital leads to increased competition. If you are still immersed in this idea, it is better to think about how to break through yourself and seek to solve it inwardly. No matter how big an elephant is, it can't crush ants, and that's the case.
If all the patients who come to your clinic are satisfied with your service and technology, and keep introducing relatives and friends to you, even if you don't advertise, you can run the clinic well.
You can build your product system, content system and service system through the previous methods, achieve the ultimate retention rate, and establish a long-term and loyal relationship with customers.