At this moment, looking back on the past 364 days, China's oral medical industry has experienced many challenges and changes, and it has been a very painful year for every dental practitioner.
This year is a turning point, and the marketing model of the past industry dividends has failed.
In the past model, it was basically the business logic of opening a large store and opening a chain, and then using some non-oral medical capital operation to carry out the so-called dental clinic marketing for customer drainage, which has faced a bottleneck to a certain extent.
Under the capital profit model, operation and management are inseparable from performance, and the entire business model revolves around a set of marketing business systems such as multiplication, drainage, customer acquisition, customer locking, transaction, order promotion, conversion, repurchase, fission, etc., and the dentist is reduced to a tool for the entire business model.
The effectiveness of non-professional marketers-led business strategies is waning in today's consumer demand and market environment. In the past ten years, the assembly line business model of burning money and smashing advertisements to obtain traffic, relying on the scale of large-scale chains, relying on huge diagnosis volumes, a large number of consultants, and a large number of market personnel is about to come to an end.
However, in the commercial market, there is no such thing as right or wrong, but each industry presents different business forms at different stages. Therefore, we do not have to look at the past with hostile eyes, in other words, if it were not for capital to enter the industry, people's oral health awareness would not be popularized so quickly.
In the new year, the past model mission has been completed, and the industry has returned to rationality and slowly returned to the essence of medical care.
Patients' awareness of oral medical services has improved, and they pay more attention to professionalism, quality and service experience. Store size or chain brands are no longer the only factors that determine consumer choice. Patients are more concerned about the quality of the clinic, the qualifications and experience of the doctors, as well as the service process and service environment of the clinic.
Traditional marketing and drainage methods, such as large-scale advertising or simple low-price strategies, are no longer able to meet the needs of emerging patient populations, who are more focused on word-of-mouth, professional advice and personalized service experience.
The dental industry can not replicate the model of other industries, because its industrial organization is particularly complex, it is a technology-intensive, knowledge-intensive, service-intensive and personnel-intensive complex, which is destined to its operating costs remain high, if coupled with the high cost of promotion traffic, its profits will directly become negative.
In the next few years, the business environment of the dental industry will undergo great changes, and medium and large dental medical institutions should be the most tormented years, unless the underlying logic and model of operation are changed.
In the new year, the operation of oral health care will have to take four roads: "the road of specialization, the road of branding, the road of service and the road of word of mouth", so that the institution will adapt to the business environment of the new era.
Uncle Crazy prefers to use model thinking to look at these four paths, because the same organization, applying different models, gets different business results; And different institutions, if they use the same model, are likely to have assimilation. Model means assimilation, means closed loop, means maximization of value, and that's the power of modeling.
1. Specialization model
In the dental industry, doctors, as an important carrier of professional knowledge and skills, should undoubtedly play a leading role. The role of the doctor is not only to provide the best service, but also to ensure the oral health of the patient through professional diagnosis, ** and care.
The dental industry should not regard doctors as "assembly line" workers, but should value the personal value and professional judgment of doctors.
Dental institutions need to return doctors to a leading role, and a series of business actions around doctors should not be over-marketed to attract an excessive number of patients.
Medical effectiveness is an important criterion for measuring the professionalism of doctors. Physicians should develop a personalized plan based on the patient's specific condition and regularly evaluate the effect. For patients who are not satisfied, the doctor should adjust the ** regimen in time to ensure that the patient can get the best ** results.
February** Dynamic Incentive Plan Second, the brand model.
Creating a unique and personalized brand is the key to achieving greater competitiveness in a highly competitive market environment.
Each dental institution can be an independent brand, representing the overall perception and trust of consumers in an institution, which is directly related to the choice and loyalty of patients.
If a dental institution does not have a sense of branding, and simply competes with other competitors, its living space is extremely small. Only brands can jump out of the vicious circle of the first war.
3. Service model
Many organizations pay lip service to the service, but do not really spend time and cost to solve the actual service problem.
Crazy Uncle gives a few examples, such as:
1. The waiting time for medical treatment, especially on Saturdays and Sundays, the queuing time in many institutions is very long, some even exceed 2 hours. To solve this problem, it is nothing more than to increase the number of people, optimize the process, etc., which require additional costs.
2. Return visits, regular return visits to patients after the first month, to understand the first effect and patient satisfaction. But this also requires time and labor costs to do this work, and the return visit system of many institutions is useless.
The above are just 2 examples, in actual work, many service work is not as complex as imagined, but it needs to be carried out with dedication.
The service model includes nothing more than optimizing the service process, personalized service design, strengthening medical technical support, establishing a patient return visit system, etc., which needs to be promoted and established by someone to realize the service automation process and seamlessly connect to the customer service system.
Fourth, the word-of-mouth model
Word-of-mouth communication is one of the most efficient fission models. Word-of-mouth communication is based on the real experience and feelings of consumers, and through word of mouth, the information is passed on to more people.
In the dental industry, word-of-mouth communication is particularly important because it directly affects the choice and trust of patients. A good reputation can attract more patients and improve the visibility and reputation of the institution. A bad reputation can have a negative impact on an organization's reputation and business.
In constructing a word-of-mouth model of dental institutions, there are three necessary elements:
1. Good medical effect and service.
This is a necessity and an engine. If even the medical effect and service do not meet the requirements of patients, it is basically difficult to build a word-of-mouth model.
2. Communication channels
Communication channels such as social ** are accelerators for the establishment of word-of-mouth models. This is a good era, there are so many free new channels, such as Xiaohongshu and Douyin, etc., which can explode a lot of fission energy.
3. Establish a chain of friends
When patients encounter questions or concerns, the dental institution should answer them in a timely and patient manner. By addressing patients' problems, organizations can build genuine friendships and improve the effectiveness of word-of-mouth. Recommendations from friends are usually more persuasive and credible.
The above 4 models are the inevitable thinking about the road taken by oral medical care in 2024.
The competition that really tests the core of the dental institution is the real beginning.
The real core of oral medicine is compassion for patients, kindness in the world and fear of the medical industry.
2024, Encouragement!