Recently, many friends outside the industry want to enter the track of dentistry, in their perspective, dentistry is a lucrative industry, and they think it is still a bonus period.
In fact, there are no dividends in the dental industry. The so-called oral dividend used to be the demand for dental implants, all of whom were middle-aged and elderly, all of whom were born in the 60s, and the post-70s were the main consumers.
You will find that in recent years, there have been more and more new dental clinics, and the advertising of dental implants has become more and more fierce, and the cost of customer acquisition has risen. Suddenly, I found that dental implant surgery was one and the other was missing.
Since there are no dividends in the dental industry, can this industry still make money? The answer is yes! If the dental industry wants to be profitable, it must take these two paths.
The first way is to adapt to the changes in the crowd and adjust the operation model
It is already difficult to adapt to the market by continuing to dig deep into dental implant project services. On the one hand, as I just mentioned, the competition is getting bigger and bigger, and the amount assigned to each institution is much smaller than before; On the other hand, this part of the group has been baptized, and the unit price is getting lower and lower.
Now consumption is slowly dominated by the post-90s, post-95s and post-00s, and their consumption is more rational, and they don't believe in exaggerated advertising or traditional marketing methods.
This kind of people believe more in experience, believe in word-of-mouth more, and have their own consumer opinions. They will not rely on big brands, they will choose institutions more rationally, and they will understand through emerging **, many door-to-door comparisons, and the traditional communication model and marketing model are ineffective for them.
That's why so many clinics are starting to pay attention to Meituan and Xiaohongshu, because most of the young users gather on these platforms, and they use the evaluation systems of these platforms as a reference to screen out what they think is a high-quality institution.
Therefore, the future dental clinic needs to be transformed and upgraded its business model around the mainstream consumer group, otherwise it will be eliminated.
The second way is to upgrade from flow-oriented to retention-oriented
During the bonus period, most dental clinics continue to pursue traffic and new diagnoses, and the annual growth target of diagnosis volume is more than 100%.
When the era of dividends passes, traffic and new diagnoses are scarce and expensive.
If the problem of digestion is not fundamentally addressed, many clinics will face a crisis. The future dental clinic must be a refined management, and the service to each customer is the ultimate.
From traffic to retention, the most important thing is customer satisfaction, whether your clinic is providing customers with more service than they expect. This will extend to referrals, repurchases and other consumption actions.
Therefore, after the industry dividend period, the operating model needs to be upgraded or transformed, and the product system of dental clinics needs to be updated and adjusted in a timely manner.
If you're stuck in the old way of thinking, it's going to get tougher and tougher. It's like when you're struggling with a treasure when you're still struggling, it's meaningless.
Change, the eternal action of solving problems.
Catering to industry trends is a shortcut to break the game.