How to use the explosive drainage thinking to do the marketing of Chinese medicine museum／clinic
One,Common marketing methods of traditional Chinese medicine museum
Note: The Chinese medicine museum entered is not concerned about survival due to commercial mechanism, which is beyond the discussion scope of this scheme.
At present, there are many Chinese medicine museums, and the competition is fierce. In addition to its own professional level and service quality, how to attract customers and reach more target consumers quickly and effectively has become one of the key factors for yiguang to operate.
The marketing methods often used by Chinese medicine museums are:Distribute leaflets, advertise around the venue, free clinic, public welfare lectures, public welfare activities, old and new rewards, and online marketing.Wait. The limitations of these marketing methods are as follows:
1. Distribute leaflets-you can do it quietly. Under the control of urban management, the crowd may not match the consumption level of the Chinese medicine museum, and the crowd is not accurate enough. "Where and to whom?" Become a key factor;
2. Advertising around the venue-it costs a certain fee, the crowd is not necessarily accurate, and the effect is not easy to evaluate;
3. Free free clinics, public lectures and public welfare activities-because the intention of public welfare is to repay the society for charity and service. Whether the audience is willing to accept yiguang’s service and become a member depends entirely on fate. There are not many people who really combine public welfare with business;
4, old with new rewards-more common. Rewards should take into account both new and old members (otherwise the old members will have psychological burden) and yiguang’s cost accounting. If the number of old members in yiguang is small, it is difficult to expand the number of members quickly.
5. Network marketing (comments/US delegation/media cooperation, etc.)-It requires a certain fee, the platform has a high deduction point, the payment is slow, and it is relatively dependent on the platform. For a certain scale of Chinese medicine museum, it is necessary to enter the comment/US delegation merchants, but it is inconvenient to actively market, and the low-cost drainage project will have an impact on the normal charging items.
Second,"Introduction of Low-cost Explosive Drainage Products" in Internet Thinking
The above methods are common, although they can bring certain effects, but they lack an efficient business model and closed loop, and they also lack a link to connect.
It is in this context that we learn from the thinking of "low-cost explosion drainage" on the Internet and use the product of "Dade Multifunctional Therapeutic Apparatus" to pass.Free experience, attracting new rewards, purchasing exclusive medicine bags for in-store use, binding with in-store charging items, renting and selling equipment, recharging/sending delivery cards to old members, recharging and sending equipment, and regular purchase.Flexible forms of activities and sales policies, etc., combined with all kinds of existing scenes in the Chinese Medicine Museum, realize users’ innovation/repurchase/fission, expand the income of the main business, and at the same time, have value-added income of sideline business.
Note:
Dade multifunctional therapeutic instrument is a kind of traditional Chinese medicine culture and therapy, which has a certain effect on home rehabilitation treatment of chronic diseases such as neck, shoulder, back and leg pain through hot compress physiotherapy and acupoint pulse physiotherapy.
At present, we have cooperated with many Chinese medicine museums in Shanghai to help realize the expansion, drainage, membership transformation and renewal. The repurchase of traditional Chinese medicine packages is also a stable source of income in yiguang.
During the epidemic period, when customers were reduced to stores, we helped to maintain the relationship between yiguang and customers by renting/selling products (Chinese medicine package purchase, acupoint physiotherapy under the guidance of doctors).
Third,The Value Brought to Chinese Medicine Museum
1. Help merchants attract customers, promote the transformation of new members and the renewal of old members, and obtain other value-added income at the same time;
2. Increase the fees of Chinese medicine museum and balance the price range;
3. Reduce the dependence on doctors and provide soothing services for waiting and temporary guests.
Fourth,Operation promotion mode
(1)Activity form
1、Free experience
Through exhibitions in the museum, leaflets, advertisements and various activities (free clinics, lectures, gatherings), new and old users will have the opportunity to experience the products.
It is recommended that each person experience it for 3 times for free, so as to have a deeper understanding and effect evaluation of the product;
You can design rewards for the first visit to the store and the third visit to the store to improve the arrival rate of new users (more opportunities to visit the store, more opportunities for business transactions);
Need to be equipped with special personnel to provide product promotion, use counseling and storage, so that consumers can realize the value of products and use them correctly, and avoid injuries caused by misuse by unsuitable people (hypertension, heart disease, pacemaker/steel nail, etc.).
Yi Labao, cards, product leaflets, light boxes, video propaganda films and other materials are provided in the museum.
2、Pull-up reward (in this case, it only means that the therapeutic instrument experiences store pull-up)
Compared with Chinese medicine museum members whose membership fees are thousands or tens of thousands, the old members have a high threshold for innovation and transformation. Even if it is charged separately, the cost of a treatment is usually higher than that of 500 yuan.
By experiencing the new way of therapeutic instrument, the threshold is lowered and the audience is wider, which can help businesses get more opportunities for new users to convert.
3、Buy exclusive medicine bag (for use in the museum)
If the user still wants to use the product but has not decided to buy it after more than 3 free experiences, he can provide the in-store free use service for purchasing medicine bags. The medicine bag can be taken away after use.
Charge suggestion:
198 yuan /10 times, 30-60 minutes each time.
249 yuan /20 times, 30-60 minutes each time.
4、Rental equipment (for home use)
For users who want home rehabilitation treatment for approved products, but are unwilling to buy or want to continue to inspect the products, provide equipment rental service (medicine bags need to be purchased by themselves). Make users more convenient (no need to go to the store) and have a lighter psychological burden.
(1) charging suggestions
Equipment deposit: 600~1200 yuan/set (excluding medicine bag set and electrode plate)
Rent: 20 yuan /20 days (the service life of the medicine bag is about 20 days, and 1 yuan money per day).
Medicine bag (including spray, purchased separately and not returned): 249 yuan/set.
Electrode pads (purchased separately and not returned): 28 yuan/right.
(2) Others
Lease period: determined according to the quantity of medicine packs purchased (20 days per medicine pack, 20 days for buying one medicine pack and 40 days for renting two medicine packs). If it exceeds the limit, a late fee will be charged according to 10 yuan/day until the deposit is deducted.
All users who rent equipment for home use must sign the Notice of Product Rental.
Do not lend it to others, and do not use the pulse physiotherapy function of this product if you suffer from "heart disease, hypertension, pacemaker, steel nail, etc.", otherwise you will bear all the consequences.
5、Facilitate delivery (regular purchase, small program)
Through the promotion of the clerk and the user’s experience, the user can purchase the transaction and provide gifts appropriately.
General price description:
Therapeutic instrument set: 1980 yuan
Medicine bag (including spray): 249 yuan
Buy 10 medicine bags (including spray) and send them to the machine: 2490 yuan.
6、Give delivery cards (regular recharge, core old members, potential customers, etc.)
Give the delivery card to the user as a gift in the form of member welfare. Users need to pay * yuan to pick up the goods (much more favorable than the terminal retail price)
Promote members to apply for cards and recharge.
After the user pays, the merchant has commission income.
7、Give away equipment (high recharge)
The member will be recharged at a high price at one time, and the merchant will directly send the therapeutic instrument set to the user (settled with our company according to the supply price), so as to double the income of the member.
8、Become an in-store charging item
(1) Pulse physiotherapy
It can be used as a supplementary service item of acupuncture and physiotherapy in traditional Chinese medicine museum and an ideal alternative treatment scheme for some patients who are afraid of acupuncture and moxibustion. It can also form differentiated pricing and services with professional acupuncture treatment, and reduce the dependence on professional acupuncturists.
(2) Hot compress physiotherapy
It can be used as a regular and low-threshold service item in the store, which is open to both members and non-members. Through the use of non-members, word-of-mouth communication, and opening up the level with the professional charging items in the store, it will drain the transformation and not lower the normal charging items.
(2)Related income
1. Direct sales generate revenue.
2、Indirect income
(1) Rent: 20 yuan /20 days.
(2) Late payment fee for lease return: 10 yuan/day.
(3) Promote new members to apply for cards and recharge old members.
(3)Related speech
1、Distribute leaflets to attract people (identify potential users)
Hello, uncle (aunt), we have a free clinic and equipment experience for treating neck, shoulder, back and leg pain in our * * Chinese Medicine Museum, all of which are free of charge. You can come and have a look when you are free.
2、First experience in the store (free clinic+experience+referral)
(1) Hello, uncle (aunt), where did you see our activity?
(2) What’s wrong with you? I’ll arrange for the Chinese medicine doctor in the store to show you.
(3) Now Dr. * is seeing a doctor. Let me give you a taste of this product first.
(4) Don’t worry, our service is free. Our boss believes in Buddhism and hopes to do more good deeds.
(5) After you experience the product today, there is a small gift for you.
(6) Our free clinic and product experience are free, and you can also introduce friends around you who need it. I will also give you a small gift then.
3、The third visit to the store (pre-conversion: medicine bag/renting machine/buying machine/in-store items/applying for membership card; Referral)
(1) How do you feel after using it several times?
(2) I see that your lump has disappeared.
(3) Chinese medicine pays attention to "promoting blood circulation and removing blood stasis, dredging meridians", and we must insist on using it to see the curative effect.
(4) Today is your third free experience. Later, if you introduce a friend, you can get a three-time experience card, or you can buy a set of special medicine bags to use in the store. 198 yuan /10 times.
(5) If it is inconvenient for you to come to the store, you can buy a set of special medicine bags and rent a machine for use at home. The rent is only 1 yuan a day.
4、Pay for the experience of buying medicine bags to the store (pre-conversion: renting machines/buying machines/in-store items/applying for membership cards; Referral)
Ibid., omitted.
5、Recommend free experience for old members.
Ibid., omitted.
6、Recommend old members to introduce new users.
Ibid., omitted.
7、Recommend old members to recharge their fees (delivery card method)
Ibid., omitted.
(4)Transformation path
1、drainage
（1）Send leaflets around (free clinic+3 free experiences)
The surrounding communities, shopping malls, and intersections will issue activity publicity pages to match the consumption level of the crowd and the Chinese medicine museum.
（2）Old customers experience it for free once.
（3）Users who come to the store to experience new rewards (1 new one, 3 free experiences)
（4）Store existing passenger experience and referral reward
The store displays Yi Labao, posters, product introduction sheets, etc., and sets up an experience area in a favorable position to attract the attention and use of past customers and explain the incentive policies in time.
（5）Comments/Meituan and other platforms release low-cost service project drainage (expert free clinic+product free experience)
（6）Old member marketing (introducing products and experiencing in the store)
The store manager/clerk will reach the old customers through WeChat friends circle, member community, one-to-one messages from members, and short messages from member systems (free experience, recharging delivery cards, referral incentives, etc.).
（7）Peripheral advertisement
（8）marketing activities
In lectures, training, exchange meetings and other occasions, we will create scenes of free use/promotion of products, bring out the services in the museum quietly, and attract more new and old users to experience in the store.
2、keep
（1）present
Gifts will be given for one experience and three experiences, which will increase the store completion rate.
（2）Referral delivery experience times
Referral will give you 3 free experiences and increase the number of visits to the store.
（3）Buy medicine bags for in-store use
The medicine bag is used 10 times, increasing the number of visits to the store.
（4）Service enthusiasm
The reception is warm, polite and generous, and the communication is pleasant, so that middle-aged and elderly users are willing to enjoy free service at the store and have someone to talk with.
（5）professionality
Through the professional knowledge of traditional Chinese medicine (wet cold, acupoints, the cause of neck, shoulder, back and leg pain/simple health care treatment), some suggestions are given in a targeted manner, which is recognized and trusted by users.
3、transform
（1）Purchase of Therapeutic Apparatus and Medicine Pack-Step Business Policy
Go to the store for free 3 times.
The exclusive charge of 198 yuan is used for 10 times.
The exclusive charge of 249 yuan was used 20 times.
20 yuan rents the machine for 20 days (premise: self-purchased medicine bag is 249 yuan).
1980 yuan to buy a therapeutic instrument set (including 1 medicine bag)
* RMB uses the delivery card to buy * medicine bags and send them to the host computer (excluding medicine bags)-the delivery card is not publicized, but only invited for free.
2490 yuan to buy 10 medicine bags and send them to the main engine (excluding medicine bags)
（2）Purchase of therapeutic instrument and medicine bag-binding with the service items in the library
Increase pulse physiotherapy program
Doctors provide acupoint guidance and charge items.
Increase hot compress physiotherapy items
After routine acupuncture, massage and massage, 30 minutes of hot compress is provided free of charge, so that patients can get in touch with products and hot compress physiotherapy items.
Recommend some patients with indications to use equipment for home rehabilitation treatment.
（3）Transformation of new members of traditional Chinese medicine museum & renewal of old members
New member transformation
(1) Through free experience, new incentives, buying medicine bags for use in stores, buying medicines and renting machines for home rehabilitation treatment, etc., more potential users will be allowed.Walk into the traditional Chinese medicine museum;
② With the product of Dade Multifunctional Therapeutic Apparatus as the medium, flexible and increasing service and charging standards are designed around the product itself, which lowers the consumption threshold and becomes the store first.Ordinary paying users(Not a top-up member yet);
(3) Through timely guidance of professional doctors, binding of related service items and supporting preferential promotions, ordinary paying users will be realized.Recharged memberIt is suggested to set a low-end recharge range for specific middle-aged and elderly people who have the spending power but are not used to one-time high recharge. For example: regular recharge of 5K, 1W, 3W can add 3K to this kind of users).
Renewal of old members
(1) by giving away medicine bags for free, or binding service packages, let old memberscome into contact withDade therapeutic instrument this product and related services (hot compress, pulse);
(2) through the timely guidance of doctors, let the old membersUse moreDade therapeutic instrument related products and services, producedTrust and dependence, form a good reputation;
③ Send machines and special delivery cards (therapeutic instruments and medicine bags) through recharging, and cooperate with other incentive policies in the museum to promote the conversion of renewal fees for old members.