1.0 era: open a store and benefit.
In the early days of the industry, there was almost no competition, as long as you dared to open a store, that is, customers queuing up for treatment, and the public doctor's salary system was far less good than the private system, and there was no peer competition with you, so the recruitment of good doctors was not difficult. Customers queuing for treatment + good doctors + small competition, that is to say, there is no shortage of initial diagnosis, low consultation pressure, and good products, which has built the performance of early outpatient clinics.
The dilemma of the era when you open a store and benefits:The industry standard lacks a clear standard reference, and everyone is crossing the river by feeling the stones. In this period, the most important test for operators is their insight into the market and whether they have the courage to work hard. As time went on, those who dared to do it made good profits, and those who felt that they could not do it, or did not know whether it was profitable, saw the results in front of them and flocked to it.
2.Era 0: Getting a doctor is getting a customer.
This fat cake is being targeted by more and more people, and there is no high barrier to opening a dental clinic, which leads to the number of stores growing geometrically, but the cultivation of the key productivity of dentists requires a complex long cycle. On the one hand, the number of dental stores is growing exponentially, and on the other hand, there is a rapid growth of dentists, which leads to an imbalance between supply and demand, so dentists have become very scarce. In addition, the dental institution only completes the value of one-time matching as a platform, and the control of the subsequent repurchase income is in the hands of the doctor, that is to say, the customer is loyal to the doctor rather than the institution. Therefore, the ability to obtain a good doctor is an important ability at this stage. On the one hand, a good doctor can help you effectively convert your new customers; On the other hand, these doctors often have a stock of high-quality patients, which can directly bring benefits to the clinic.
The dilemma of the era of getting medical treatment is getting customers:For the operation of dental institutions, the most important issue in this period is how not to be "kidnapped" by doctors. The old patients who rely on the doctor to get customers, the old patients who rely on the doctor's skills to retain, the old doctors who rely on the old doctors' mouths for transformation, and the old customers who bring new customers are loyal to the doctors. After that, the phenomenon often occurs that the doctor negotiates with the institution to ask for a better remuneration package, and the improvement of this remuneration package will bring a dilemma to the clinic. If we want to solve this problem, we must start from the source, that is, rely on our own strength to obtain customers, grasp the ability of closing customers in our own hands, and establish our own follow-up customer management system.
3.0 era: get a customer is get a doctor.
Customer acquisition is the source of everything, without the arrival of new customers, there will be no conversion, retention, and the generation of old and new. Therefore, if you want to break the situation, you must start from customer acquisition, and at this stage, it happened to encounter the outbreak of Internet information flow advertising, and many institutions took the high-speed train of network marketing to the forefront. The operating agency gradually found that through a large amount of information flow delivery, to achieve the appropriate ROI production ratio, the agency has a strong ability to obtain customers, relying on the establishment of a new consultant position, to help the institution complete the ability to complete the transaction of customers, through its own customer management system, the hospital can maintain its own patients, the patient in their own hands, the doctor is only as a tool, only to undertake one of the links, so as to finally get rid of the doctor's "kidnapping". This seems like a perfect solution, but is it true?
The dilemma of the era of getting customers is getting medical treatment:Although he got rid of the "kidnapping" of the doctor, he faced a new "kidnapping". (1) The dilemma from the customer acquisition level: although customer acquisition is carried out through various online platforms, the cost of customer acquisition is increasing year by year, so it is faced with one aspect: advertising is not profitable, and the ROI is particularly low. On the other hand, if you don't advertise, you will lose traffic immediately, but you still have to pay rent and high staff salaries, resulting in a loss of money. (2) Dilemma from the transformation level: There are many consultants who are not from a medical background, and in order to complete the performance, they provide customers with unnecessary medical solutions or excessive medical solutions, resulting in the performance of many clinics being like building a building on the beach, which is in jeopardy. On the one hand, consultants with high conversion and high customer orders have high performance, but low referrals, poor follow-up customer experience, no conversion, and customer acquisition costs cannot be held.
Concept of Oral Operations:
Take history as a mirror: It is clear that the development of an organization without operations can no longer keep up with the development trend of the industry era. So, what exactly is oral operation?
Is operation to have marketers, do activities, do promotions, and increase traffic?
Operation is to set up special positions such as marketing, administration, and customer service, and it is no longer only doctors and **?
The operation is to add the pre-diagnosis invitation consultation work and the post-diagnosis follow-up visit work before and after the diagnosis and treatment operation?
Is the operation of SOP standardized procedures?
The operation is to "touch the Internet" - to settle in Weibo, Meituan, Douyin, ** account, etc.?
If he is a person who talks about it every day because no one really understands it, it is a pity that he has become our "most familiar stranger".
Definition of Operations:
OperationsIt refers to the planning, organization, implementation and control in the process of enterprise operation, and is a general term for the management work closely related to product production and service creation. On the other hand, operations management can also refer to the management of the design, operation, evaluation and improvement of the systems that produce and provide the company's main products and services.
The core of the operation of the dental industry is the creation and delivery of oral medical services.
The role of operations:
Abstract expression: improve the efficiency and effectiveness of the organization's operation.
Concrete understanding: operation is to achieve performance growth through the improvement of store efficiency, chair efficiency, human efficiency, etc., behind which is the improvement of input-output ratio, the shaping of brand value, the construction of differentiation, the strengthening of competitiveness, the guarantee of benign growth, the implementation of more suitable and more landing, and the sustainable ...... of effective results
What exactly does the operation consist of:
The scope of operation in a narrow sense is to attract new customers, retain them, and promote revitalization.
Attracting new customers is to bring new customers, retention is to make these customers willing to consume, and promoting activation is to make these customers willing to continue to consume.
The scope of operation in a broad sense is the integration of a series of tasks with the fundamental goal of "creating value for customers and achieving performance growth", which is also the end of all dental medical institutions attaching importance to and building operational functions.
The goal to be achieved in the operation work: to create value for customers and achieve performance growth.
What to do:Marketing promotion, business process optimization, customer experience improvement.
How to better carry out oral operations.
Grasp the four levels:
01 Strategic level.
Strategy is the first and foremost in it, which is equivalent to the direction in which we do things, the direction is wrong, the efforts are in vain, if there is no direction, it will not be able to implement the goal, and there is no management without the goal.
Strategic level: three elements of strategy: valuable, differentiated, and defensible.
02 Organizational level.
Organizational ability is extremely important, if the strategy is to find the direction, then if the organizational ability is the execution and action, no matter how good the direction is, no implementation is equal to zero. To put it simply, it is to find the right direction first, and then take everyone to work hard together.
03 Business level.
The business level of outpatient operation is five directions, namely, customer acquisition, activation, retention, monetization, and fission. Then rearrange and combine according to different clinics, different teams, different regions, and different periods.
That is, how to pull customers into the store, how to let customers come in to make a deal, how to stay in the store after the deal, how to let the old customers help us refer, that is, how to do a visit to the hospital, buy at first sight, buy again, buy again, and pass thousands of miles of outpatient clinics, but also to dynamic analysis, outpatient is these five links ** There are problems, first solve that, then solve that, or solve it at the same time, how to solve it?
04 Brand level.
The competition in the future must be the competition of brand power.
The decisive factor for a long-term success of an enterprise is the brand. Without a strong brand, profits are only temporary, and the future competition must be the competition of brand power. For dentistry, doing well now does not mean that it will always do well in the future, just looking at having a good brand, it is possible to quickly penetrate into the hearts of the people and seize the market.
Grasp the five important grippers.
01 Grasp the growth of "products".
Product is the core of the outpatient clinic, the growth of the outpatient clinic is first of all the growth of the product, the product strategy is completed, the product operation system with market competitiveness is created, and the team has more confidence in receiving customers.
The core part of oral medical products is doctors, doctors are not only sellers, but also personalized producers and service providers, if doctors lack service marketing awareness, even if they have professional technology, it will affect the customer experience, it is difficult to repurchase and fission.
Therefore, by optimizing the product system and improving operational capabilities, we can quickly improve performance and customer experience.
02Capture user growth.
A complete user growth system not only receives first-time customers, but also includes digging in consultation and elderly customers, and the three complement each other.
Through efficient reception and good service, improve the transaction rate of initial diagnosis; Ensure patients' satisfaction with diagnosis and treatment, and continuously improve the unit price and repurchase rate; Through the maintenance of old customers, the ** rate and fission rate are improved, so as to increase more initial diagnoses.
03 Promote the medical team.
Doctors are the core of the outpatient clinic, and only when doctors continue to grow, can the performance continue to grow. Explore growth opportunities through key indicator analysis, improve the professional capabilities of the doctor team in a targeted manner, and let the team bring more growth.
And operational thinking means "altruism", standing in the perspective of employees, to meet the needs of the organization. While the organizational goal is achieved, it also ensures the improvement of personal ability, and the two are win-win at the same frequency.
04 Focus on core competitiveness.
Corporate culture is an unrepeatable competitiveness:Corporate culture is the embodiment of the leadership of the clinic's team, the core values of the clinic, and determines the long-term development direction of the clinic.
Establishment of an operational system that can be implemented on the ground:Establishment of a management system that integrates processes and systems related to the medical operation of the clinic.
Data-driven cost reduction and efficiency increase: improve efficiency and reduce costs through digital management; Find new business opportunities and increase revenue from customer data.
Sustainability:The process or state of standardization of service and management in operation to maintain and grow benignly for a long time is called the sustainability of development.
Humanized medical services:Humanized medical services can bring dual satisfaction of emotions and benefits to patients (customers), so that patients are more willing to accept products, services and brand recognition.
05 grasp the execution.
Execution is the key to the formation of the core competitiveness of dental clinics. Excellent execution depends on the following aspects.
Enforceability:The executability of execution is based on the effective strategy of the enterprise.
Acceptability:The acceptability of execution is based on the relationship between managers and employees, as well as the degree of acceptance of effective strategies.
Practicality:Execution is embodied in the work bit by bit, which is closely related to the work of the enterprise. Practicality is the embodiment of the ability of all employees of the enterprise to achieve the goals of the enterprise, and it is also the key to continuously improve the execution in the process of practice.
Summary.
Operations should solve the problem of people, increasing positions is not the fundamental solution, to achieve real teamwork is;
Operations should solve the problem of things, and it is clear that the process is not the fundamental solution, but the improvement of measures around the goal is;
The operation also needs to solve the problem of the combination of people and things, increasing wages and incentive mechanisms is not the fundamental solution, leading the team to grow into a better self;
The operation should solve not only the problems that the institution or the organization owner himself cares about, but also the core of the smooth operation of the operation work after "altruism" and then "self-interest".
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