"The private domain of the medical beauty industry is more and more difficult to do, but the harder it is, the more it has to be done." Shanghai Seoul Liger Medical Beauty Hospital deputy general manager Xin Baoyin said. A simple sentence, but summarizes the medical beauty industry at the moment to do the pain points and the status quo of the private domain. In this year's slowdown in many industries, China's medical beauty market is still the world's fastest growing, and in recent years have maintained double-digit growth. According to the research report of Guoxin Securities, the compound growth rate of China's medical aesthetic market size from 2015 to 2019 reached 22.5%, and it is expected to reach 318.5 billion yuan by 2024. Among them, medical beauty programs with stronger consumption attributes, such as light medical beauty or microdermabrasion, are increasingly sought after by beauty lovers. Figure source: Guoxin Securities Economic Research Institute for this reason, the operation of the agency has also noticed the medical beauty industry, many hospitals or medical beauty organizations began to do private domain, and the first results. Shanghai Seoul Liger Hospital is one of the representatives: as a regional single hospital, 5000 private domain users contributed 4.5 million revenue, and precipitated a complete set of private domain SOP method. Medical beauty industry to do private domain status and trends? As in the private medical track, relatively early to start eating private domain this "crab" of the Shanghai Seoul Liger Hospital, how to do private domain? From this case, medical beauty private practitioners can get what inspiration? Today's operation society to talk about these issues. 01, 2022, or become the medical industry "private domain of the first year" at this stage of the medical industry to do the status quo of the private domain can be summarized as - medical private domain is not good to do, but it is very necessary. Want to understand this sentence, we may wish to take a look at the characteristics of the medical industry to do private domain. First of all, the medical industry in the service organization has a very strong "to the store property", that is, the user only to the offline hospital, in order to complete a whole transaction chain. Unlike other industries in the local life category, such as takeout, users do not have to go to the store, but only need to order online and complete the payment. Therefore, it is very difficult to complete the transaction of the whole online medical beauty to do private domain. Secondly, the service process of the medical beauty industry is more complex and the cycle is also longer. First, this involves a large number of roles (customer service, doctors, nurses, etc.), some long-cycle medical project to spend several months to complete; Second, the final effect of the medical beauty and the doctor's personal aesthetics and professionalism associated with a large degree. Therefore, for medical aesthetics such as "non-standard products", "long chain" service industry, to do private domain is more complex, difficult to quickly replicate and standardized. Finally, in the medical aesthetic industry, each hospital has a high degree of autonomy and independence. Unlike the traditional top-down approach of large groups, hospitals are the smallest atom or unit that executes the private domain of medical aesthetics, and the division of labor and KPIs of the medical team (doctors and nurses of different departments) and non-medical team (customer service, operation staff, etc.) of each hospital are different. Thus, building private domains from the level of organizational strength is also a major challenge in the medical aesthetic industry. All of the above are the characteristics of the medical aesthetic industry when doing private domain, behind the reflection of the medical aesthetic to do private domain is difficult, and a late start, the overall is still in the exploration and primary stage, need to overcome a lot of difficult problems. Although the medical beauty industry to do private domain is very difficult, but the operation of the agency from the Shanghai Seoul Liger Medical Beauty Hospital Deputy General Manager Xin Bao Yin, and Tencent wisdom retail beauty industry leader Liu Jia Chen learned that the medical beauty industry to do private domain is still the industry **** knowledge, and very necessary. Engaged in the medical beauty industry for many years, Xin BaoYin mentioned a medical beauty industry phenomenon - the whole industry has a "traffic is king" gene, that is, the core logic is that the traffic is good, you can get users. Medical beauty is to get the traffic, and then consume the deduction. This way of operation has existed for 15-20 years, resulting in an industry that does not value and excel at maintaining user relationships. Until recently, we realized that the "old tactic" of heavy investment and directly waiting for new customers to come to the door does not work anymore. Why didn't it work? Why do we need to start doing private domain again? Operation society summarized the following reasons: First, the current Internet environment, traffic dividend depletion, soaring costs, hospitals to get new customers more and more difficult. In the past, the practice of rough, traffic consumption is no longer applicable. The characteristics of private domains that are user-heavy and emphasize reach and repurchase have become the second growth curve that the medical beauty industry wants to seek. Second, due to the operational uncertainty brought about by the normalization of epidemics, the possibility of 'user visits' and face-to-face communication and service has plummeted, thus the medical aesthetic industry has had to accelerate the pace of customer online and digitalization. Third, the industry is facing stricter regulation, forcing the entire industry to normalize its operations. In this context, the medical beauty industry competes with its own operational capabilities and other management strengths, so at this time, private domains are on the agenda. Overall, how to use private contacts and digital tools to help the medical industry to do a good job of user retention operations, improve the conversion, build new competitiveness or find new opportunities to become the medical industry's top priority. 2022, or will become the medical industry's private domain of the first year. 02, 5,000 users to contribute to the 4.5 million in revenue, how to do the private domain of the hospital in Shanghai, Shanghai Seoul Ligue? Shanghai Seoul Liger Beauty Hospital, as the first batch of hospitals to eat crabs, as early as three years ago, began to build a "private domain foundation", and then gradually further training "private domain internal skills". 2019, Seoul Liger built its own small program, and as a private domain user's The small program has nearly 5,000 users, and it is a distribution center for private domain users. At present, the small program has nearly 5,000 users, and the public number has more than 40,000 fans, and it has built a private domain model with "small program + enterprise WeChat + public number" as the infrastructure.1) Playing the "foundation": from the small program to the enterprise WeChat to do the private domain, Seoul Ligue has two very core grasps: one is the small program, and the other is the enterprise WeChat. ① small program due to the medical beauty industry "strong to the store" and "long service cycle" and other attributes, Seoul Liger development of small program is not the initial intention of strong transaction-oriented, but valued the value of small program services. Operation society observed the small program of Seoul Liger, and found that its tool design has achieved the following: First, it can be used as the official website of the medical and aesthetic organization to publicize the hospital's professionalism and brand power, and increase the user's trust. The department dynamics, member activities and other related information are displayed on the small program. Secondly, it can realize the function of "reservation + content consultation" in the applet, assuming the functions of traditional hospitals of "picking up the number at the store" and "basic inquiry". Users can fill in information and intention to visit in advance by clicking on 'pre-examination and consultation'. In addition, Seoul Liger also opened a separate content section of "Comic Talk Maxillofacial" on the app to popularize some common problems of medical aesthetics in the form of comics. Seoul Liger small program screenshot summarizes, Seoul Liger small program not only assumed the official website display, service functions, but also for the user's subsequent retention, conversion operations to lay a good foundation. ② Another important point of contact for enterprise WeChat is enterprise WeChat. And other consumer industries, through the enterprise WeChat heavy "community operation" positioning is different, the medical industry, taking into account user privacy and security risks, more inclined to 1v1 or Nv1 service mode. Ideally, enterprise WeChat can link up the whole journey of users in the medical aesthetic industry. After researching, we found that through WeChat, Seoul Liger connects the whole process of a user from "pre-sale - hospital arrival - hospital departure". According to Seoul Liger's management team, before the user arrives at the hospital, a "Seoul Liger Welfare Officer" will reach out to the user on WeChat, make online customer service public service announcements, or use hooks such as coupons, door-to-door gifts, or qualifications for specific activities to attract the user to the hospital. Left: "Seoul Liger welfare officer" corporate WeChat personal page Right: welfare officer circle of friends to show the user arrives at the hospital there will be a special staff docking communication, guiding the user to the small program or exclusive clinic, such as the skin of the small program to buy products. After that, there will be a nurse or staff from the corresponding department to do the undertaking, and send the user a specific word to reply efficiently in the enterprise WeChat. Seoul Liguo enterprise weibo welcome message background settings when the user leaves the hospital, will be in the enterprise weibo "satisfaction survey", and ask the user whether there are more needs, to do further value mining. There are also some brand planning activities to send to the user, again stimulate user demand, to guide its order re-purchase. In addition to the two core touchpoints of small program and enterprise WeChat mentioned above, Seoul Liger also uses the public number to build a private domain. But in terms of positioning, Seoul Liger has made adjustments. In the early days when the traffic dividend was still there, Seoul Liger mainly used the public number as a marketing window and traffic entrance. But with the narrowing of the traffic dividend, Seoul Liger public number to stop investing, stop changing for a period of time. Until the end of last year, only to regain the public number began to do content. At present, the public number has assumed the role of two aspects: one is to do the brand official "voice export", release some brand image promotional video, hospital operation notice, etc. The second is to use the public number to do "service". The second is to use the public number as a "service portal", the former paper-based pre-screening and triage methods, all transplanted to the public number. 2) Practice internal skills: deep plowing user operation, build a complete SOP in the private domain in the specific attraction - retention - conversion of the link, Seoul Liger has also precipitated a set of its own SOP, specific highlights of each link in where it is? ① attraction Seoul Liger in the attraction strategy mainly used two ways: public domain placement + old with new. The first is to do placement in the public domain and do public and private domain conversion. As mentioned above, the old tradition of medical tradition in the flow of traffic is the flow of traffic purchase, and some App platform cooperation, traffic conversion. The second is the old way to bring in the new, Seoul Liger 10% to 15% of the proportion is through the old user referrals. Referral of new users, one is directly recommended by the old users, the other is to utilize highly satisfied old users to make introductions to new users. ②Retention in the private domain retention, Seoul Liger points system, hierarchical model, and the use of WeChat labeling system to build a "thousand faces", focusing on the refinement of the operation. First of all, Seoul Liger use points system to do retention. Used in the points issuance link, not only consumption can get points, in the small program daily check-in can also earn points, in the points redemption link, in the points mall to exchange for medical services or gifts, including including girls like lipstick, or the budget is more expensive blind box, at the same time, the points redemption as a communication with the user's opportunity to guide the user to redeem on the enterprise WeChat. Seoul Liger small program points system screenshot Secondly, in order to further improve the user's purchase frequency and product unit price, Seoul Liger will also try to do analysis with some models (RFM model). Seoul Liger management team shared a relevant case, "Thermage", a single medical beauty program product user's purchase frequency has increased from 1 year 1 time to 9 months 1 time, the repurchase rate of more than 40%. Finally, it is worth noting that Seoul Liger uses the enterprise WeChat labeling function to make the user profile in the private domain as three-dimensional as possible, and realize the effect of "thousands of people, thousands of faces". Seoul Liger's users to establish a labeling system, pay more attention to "age + user characteristics" two dimensions. From the age stratification, to focus on the recommendation of the age stage of the common consumption of the project, for example: 25 years of age below the basic net products, such as photorejuvenation, hair removal, acne and other projects; 20 ~ 25 years of age in favor of the plastic class, such as hyaluronic acid rhinoplasty, lifting, fill in the lack of, and some body surgery and facial surgery, etc.; 25 ~ 35 years of age in favor of the restoration class and the anti-ageing class, such as eye restoration, hydrazine injection, etc.; 35 ~ 40 years of age in favor of lifting and maintenance and maintenance of the class; 35 ~ 40 years of age in favor of the restoration and maintenance of the class. The age of 25~35 years old is inclined to repair and anti-aging, such as eye repair and hydrafacial injection, etc. The age of 35~40 years old is inclined to lifting and maintenance, and will choose laser equipment such as Thermage, etc. The age of 40 years old and above will choose high-value programs such as face lifting. Another kind of labeling from the dimension of "user characteristics", marking the problems that users want to repair. For example, in the skin category, Seoul Liger connects the results of the skin tester with the enterprise micro-labeling, which can generate more than 200 kinds of skin labels, such as "acne marks, chloasma, sun spots and lines", which is convenient for the follow-up accurate reach. ③ Conversion in the private domain conversion method, Seoul Liger's approach is different from other consumer, catering industry, in the small program to place an order on the GMV, but more consideration to the conversion of the hospital users. Online trading floor, Seoul Liger mainly with "group purchase" way to promote conversion, *** there are three types of group purchase: the first is to do "category group purchase". It is understood that Seoul Liger's group purchase, if a single category group purchase, such as Thermage group purchase can do up to 500,000; multi-SKU group purchase, can do a single 1 million. The second is to participate in the small program "girlfriend card" activities, do fission to allow users to order a limited time group purchase; the most special kind is in Shanghai epidemic soon to be unsealed, borrowing the "Shanghai head" of the power, in the "fast group" (a group tool) on the initiation of the group purchase, and got the positive recognition of the users, the order, conversion, etc. 3) organizational strength: Private domain organizational strength needs to be "broken" from the inside, it is said that the private domain is a handful of projects to carry out "change" from the top down, but due to the specificity of the medical industry, the private domain from 0 to 1 will encounter some resistance in the construction. For example, the management team is relatively conservative about the use of tools, worrying about leaking user privacy; from the perspective of employees, there are difficulties in adapting from personal WeChat to enterprise WeChat; at the user level, many old users are reluctant to add enterprise WeChat due to trust issues, and so on. In the face of these common problems in the industry, Seoul Liger has given its own solution: first of all, the entire team in charge spent more than 3 years researching the private domain, and will be willing to try and learn new things, and then set up a separate department "Customer Asset Management Center", which has the functions of marketing, operation, customer service, and the information department, to build up the private domain team from the top to the bottom. The private domain team is built up from the top down. Secondly, by solving the problem of employees' real work, empowering and improving daily efficiency with tools, and driving direct revenue enhancement, the company effectively organized and mobilized hospital nurses, other staff and other functional positions on various user journeys to apply WeChat and other tools to actively participate in the service and operation. It can be said that the reason why the Seoul Liger in the medical private domain first achieved some results, and the hospital from within the "breakthrough" courage is closely related. Seoul Liger's management team admitted that it has encountered a lot of problems and resistance, "such as internal differences and stagnation in the positioning and use of small programs and public number, but we have been groping forward. "When it comes to the next stage of private planning, the management team said, the future may establish Nv1 community model (that is, a user has more than one group of staff services), doctors may also join the enterprise WeChat. 03, summing up: from the "traffic consumption" to the user operation, the medical industry how to "copy homework"? Shanghai Seoul Liger Hospital, as a benchmark for the private domain of the medical industry, has the significance of reference and reference in the construction of the private domain from 0 to 1 cold start: at the tool level, Seoul Liger has seized the core contact point of "small program + enterprise WeChat", "public number" as a complementary model, and improved the marketing conversion ability while doing a good job in the function of "service". At the operation level, Seoul Liger has sorted out the whole user journey from "pre-sale - hospital arrival - hospital departure", and used enterprise WeChat to link up all the links, and at the same time, in the operation links of attraction, retention, conversion, etc., it has initially precipitated operation SOP, and has a milestone "victory" in the stage of 0 to 1, which will provide a good opportunity for the subsequent private sector to develop and develop the business of the company. From 1 to 10, 10 to N stage to lay a good foundation. Finally, from the organizational level, from the internal breakthrough, on the one hand, the establishment of a parallel department independent of the original medical system, responsible for doing private domain; on the other hand, from the practical interests of the staff, the use of efficiency tools to empower, solve their practical problems, so as to promote the digital transformation of the hospital, with a more "human touch". Admittedly, Shanghai Seoul Liger as a medical beauty hospital, in the private sector start-up stage has certain advantages, but this does not mean that this is the only solution in the industry. Because it depends on the size of the hospital, different stages and hospital seniority issues, the industry, there are group-type chain organizations, just started the medical beauty type of small clinics and so on. At present, the medical aesthetic industry private domain is still in the early stages, the epidemic and changes in the external regulatory environment, the medical aesthetic industry to do the private domain of the "catalyst". When talking about the future development direction of the private domain of the medical aesthetic industry, Tencent intelligent retail medical aesthetic industry head Liu Jiachen mentioned a few ideas: first, the future of the private domain of the medical aesthetic industry may face the "whole domain operation". On the one hand, the public and private domains need to be fully linked, and on the other hand, medical aesthetic organizations also need to establish the ability of their own data center, through the accumulation of user data and labels, to fully mine the data, to realize the "layered operation" and "full lifecycle operation", and to explore the growth opportunities brought about by the full-domain operation. Second, the medical beauty industry as a whole still needs to make changes in operational thinking. In the short term, many companies may still choose ROI-oriented methods such as keyword search, but to do private domains need long-termism private domains, the need to sublimate internal strength, the use of stock of old customers to bring new value. Third, the use of digital tools for the re-engineering and optimization of management processes. The use of enterprise WeChat at this stage of the industry does not fully cover the entire service chain and service practitioners across departments and divisions. This not only requires coordination of interests within hospitals and institutions, but also requires redesigning KPIs and optimizing processes. Fourth, the medical aesthetic industry needs to gain more labels through the private domain in terms of insight into user dimensions, so as to better serve users. Let's say, a deeper understanding of what kind of services and commodities different users need, and what different needs users have at different stages. Only in this way can we help companies better accomplish their business goals. Through the case study of Shanghai Seoul Liger, we found that the private domain is not just a means of marketing, through digital tools and business process reengineering, can practically solve the bottlenecks that hinder the development of the industry and business operations, to create a new incremental value. Under the stock competition, how to build digital capability into the core competitiveness of enterprises is the answer that enterprises must go for now. I hope this article can give the private domain practitioners who are engaged in the medical beauty industry can refer to the case play and inspiration.