Reading guide
Some friends suggested that I say this *** is too uncommercial!
That's right, at first, I wanted to use my free time to share some experience about medical aesthetic operation with my peers and friends, so I didn't think about the so-called commerciality at all, and I didn't want to do this.
At present, there are 6 types of content for the industry (excluding those for beauty seekers).
1.Driving ads.
2.Self-promotion.
3.Industry phenomenon.
4.Industry gossip.
5.Opinion spitting.
6.Dealing in dry goods.
My content belongs to 6,Because I am usually busy with business,So I want to leave a "pure place" here,Careful you may be able to perceive,This *** has written a total of 260 original content so far,Among them, there has never been any form of advertising, including my personal,And I didn't use ***'s own insertion ads,Because I think it will interfere with your reading ......
In short, thank you very much for your suggestions, and thank you for your attention and support.
I will continue to create a pure place where "the operation methods of medical aesthetic institutions are shared".
Of course, personal time is a precious cost, limited to *** above.
Okay, so let's get into today's topic:
Analysis of medical aesthetic marketing
In other words, medical aesthetic marketing is to amplify and spread the advantages of its own institutions!
And this advantage must also be the "point" that beauty seekers are more concerned about when they choose to do medical beauty consumption - that is, the "pain point".
That way, when they're in the process of screening, your agency can stand out.
Communication is equal to constant repetition, and continuous repetition will deepen the impression of beauty seekers, and eventually form a stereotype in the minds of beauty seekers, that is, when they have a need for beauty in this area or mention how to solve this aspect of beauty problems, they will automatically think of your institution.
Therefore, the key first step is how to find the "strengths" of your own organization
I will have the courage to discuss this topic with you, I hope it can be of some help to you.
What is an "advantage".
The "advantage" is relative, relative to your competitors!
So, who are your competitors?
The so-called competitors are organizations or individuals that can compete with you for beauty customers, including local formal medical aesthetic institutions and foreign formal medical aesthetic institutions, as well as life beauty salons and personal studios that do not comply with the regulations to carry out medical aesthetic project operations.
And your advantage is the advantage compared to them.
That is, in the process of solving beauty problems for beauty seekers, your organization should have more "customer value" in solving certain beauty problems than other competitors
In other words, the "advantage" is relative to the "disadvantage", and there will be an "average" in the middle, which is the so-called homogenization.
How do we properly view the "strengths" of our own institutions?
Many times, we are full of confidence in our own "advantages", in fact, they are indeed advantages, and even many peers will think so, but in the eyes of beauty seekers, in the eyes of medical beauty novices, your "advantage" is not much different from other institutions.
If that's the case, no matter how much you try to "amplify the spread", it won't help the growth of the organization, because the people who pay for it don't think so.
This is the "misunderstanding" that many medical aesthetic institutions are easy to walk into on the road of finding their own institutional "advantages".
Therefore, we still have to be in line with "customer thinking" on the road of finding "advantages".
In line with the principle of "the perception of beauty is greater than the facts, but it must also be based on the facts".
Think about competition correctly
At the same time, we need to have a "competitive mindset".
In practice, I have found that the operators or operators of medical aesthetic institutions in many regions like to do benchmarking.
Benchmarking is of course very important in the process of finding one's own strengths.
Benchmarking is a way to find and understand the strengths and weaknesses of the benchmarking agency or competitors in the minds of local beauty seekers, and then we can use this information to find an advantage of our own institutions in the minds of local beauty seekers.
For example:Through the disadvantages of the other party's institutions, it can create its own institutions that can be used for opposition or subdivision of communication, so as to realize the cognitive occupation of others who have nothing and who have me.
However, in reality, more institutions have chosen to imitate, that is, to imitate the local institutions that they think are running well, and follow this agency!
This is a dangerous approach because it has deviated from the direction of looking for its own institutional strengths.
How to understand it?
Think about it, what kind of situation or market position will this bring to your organization?
It has been said that the shortcut to success is to do things with the successful person and follow his path.
That being said, there is no wrong thing! But it depends on whether the so-called successful person is your competitor, if it is an institution in the upper market, we can learn from it; But if it's your local competitor,Since you are dealing with the same group of aesthetic consumers, the following consequences will occur:
In the mind of the beauty seeker, your institution will be reduced to a "replacement" of this institution
They will think that "if you can't do it, they will choose you", that is, "the customers screened by the other party will be left to you".
To use the saying:Your institution is the "spare tire" of beauty seekers, you are eating the leftovers of this institution, and the group of medical aesthetic consumers who are tasteless and discarded...
As a result, the local aesthetic market will be dominated by your competitors, and your business will become more and more passive.
Therefore, the advantages of one's own organization need to have the following points:
1.This advantage can be distinguished from other institutions (competitors) in one sentence;
2.This advantage is exactly what local beauty seekers are more concerned about;
3.In this advantage, its own institution has a real and credible letter of trust and endorsement;
4.Your team has the ability to plan and educate more target and potential seekers about this advantage.
References to Strengths**
Many institutions believe that the advantage should come from medical technology
That's right, but in fact there are very few institutions that can form a technological advantage, unless you have the first-mover technical advantage and the equipment, of course, the equivalent of the "arms race" of each institution in terms of equipment and equipment can be easily surpassed.
Moreover, the technical advantages that are often very different in the eyes of many people in the industry are not much different in the eyes of beauty seekers.
Therefore, the essence of its own institutional advantage is the cognitive advantage of beauty seekers
I have summarized the following, in addition to the advantages of technology**, to share with you, I hope it can bring you some inspiration:
Write to the end
In this era of homogeneous competition, aesthetic institutions must provide a reason for beauty seekers to choose you over your competitors.
This reason is what your institution sees as a "differentiator" in the eyes of beauty seekers
If you can't provide this reason, then you can only make a fuss on **.
However, if you don't have a cost advantage, then blindly fighting the best war will inevitably lead your own organization to cut corners and use shoddy means, which will eventually damage the health of beauty seekers and damage the reputation of your own organization, and touch the legal red line....In short, the gains outweigh the losses, and for medical aesthetic institutions with long-term business goals, it is tantamount to self-destruction.
To sum it up in the end:
In the process of finding the advantages of our own institutions, we need to look for competitors according to the pain points of local beauty seekers and the strengths of our own institutions.
Well, that's all for today's topic.
The above is my personal opinion, perhaps one-sided. Please also give me a lot of advice.
At a time when the medical cosmetology industry is changing, how to combine its own resources to better "break the game"! New operation, stock operation, and refined operation are all the only way for the long-term development of medical aesthetic institutions. Please pay attention to my medical aesthetic operation notes, I am Zhang Lei of medical aesthetic operation.