First, we list a well-known formula:
sales = customer flow x conversion rate x customer unit price (ie, average transaction amount)
From this formula, we can also see that there are three key factors that affect an enterprise's sales: customer traffic, conversion rate, and customer unit price.
Among these three factors, for the stable operation of the business, the unit price per customer must be maintained at a relatively stable level within a certain period and cannot make a big jump. Therefore, increasing customer flow and improving customer conversion rate have become the most direct ways to increase turnover.
Of course, increasing customer traffic and effectively converting them into long-term customers is no easy task. From customer awareness, store experience to final consumption, every step of the process requires careful planning and design by merchants.
Here, we have proposed four strategies for health management companies to increase customer flow, from the initial market positioning and product polishing to the subsequent sales channel expansion and publicity and promotion.
- Analyze target customers and clarify market positioning -
In recent years, various industries have gradually developed in the direction of specialization and refinement, and the all-inclusive full-service operation model can no longer meet consumers' needs for personalization and high quality. Compared with building a giant project covering all consumer groups,
segments the market, focuses on a certain group, and provides specialized health care and health management services, which is more conducive to quickly attracting customers and achieving corporate profits.
Therefore, the first step to increase customer flow is to clarify which groups of target customers include, what needs of these customers can we meet, and how well are they met? Only by sorting out all these key points can we have a clearer understanding of the company's market positioning and launch targeted products as the company's sales growth points.
For example, the health and wellness tourism industry is becoming increasingly popular. People of different ages, health status, income levels and genders have different individual needs.
- Create theme products and enhance brand awareness -
From the perspective of the shopping brand experience process of customer awareness-shopping experience-satisfaction-loyalty, the first thing must solve is customer awareness. Thematic products are the breakthrough point that opens up awareness.
is rising rapidly in the health management industry, and a variety of health management centers are blooming everywhere. If you want to attract and gather a large number of customers, the theme of your products and services is the key.
Take Qingsong Health Care as an example. Different from other elderly care institutions that only provide care-based and alternative services such as cleaning, housekeeping, and meal delivery, Qingsong pays more attention to combining elderly care with health management.
Through the "troika system" integrating home functional rehabilitation nursing services, Qingsong Health+, and Qingsong Preferred, as well as the "care network" that connects families, communities, and medical institutions, Qingsong provides functional services such as disease intervention, rehabilitation exercise, psychological counseling, chronic disease management, remote consultation, and two-way referral for the elderly.
This form of "helping them help themselves" avoids the vicious cycle of declining self-function due to over-reliance. delays physical deterioration and decline, helps the elderly improve their ability to take care of themselves and improve their quality of life. solves the rigid needs of the elderly who are sick, elderly, and post-surgery. pioneered domestic elderly care rehabilitation care and established Qingsong's leading position in the elderly care industry.
Picture Comparison of the advantages and disadvantages of Qingsong Healthcare and other elderly care institutions
- offline experience to achieve customer focus -
In recent years, the popularity of the Internet has made convenient online channels become people's main consumption method. However, as the consumption consciousness of Chinese residents gradually becomes more rational, more users of begin to prefer to experience it offline first, and then choose to purchase online or offline.
There is no doubt that offline experience is an important channel to enhance brand awareness and introduce new customers. According to statistics, offline customer traffic is 20 times that of online traffic.
In offline experience stores, meets and exceeds consumers' psychological expectations through high-premium services, making consumers happy to go to the store for continuous experience. When this kind of continuity gradually becomes a habit, the task of developing new customers will be basically completed, and a loyal old customer will be "earned".
Take the health care products direct selling industry as an example. In recent years, some direct selling companies such as Amway, Zhongmai, Kangmei, Herbalife, Yandi, Dong'e Ejiao and other direct selling companies have made efforts to develop offline experience centers.
Among them, the Infinitus "Yangba" experience center that has attracted much attention recently increases interaction with consumers through entertainment games such as health exercises and solar terms puzzles. It also uses VR technology to create eight scenes of high-quality authentic Chinese herbal medicines, providing consumers with a 3D audio-visual experience, allowing consumers to experience the growth environment of Infinitus Chinese herbal medicines without leaving home. The offline experience of , a trendy new technology, has attracted countless fans to Infinitus and has become a hot spot in Infinitus.
- Multi-industry coordination and cooperation to achieve mutual benefit and win-win results -
Only relying on a single channel can only introduce limited customer flow. As a product or service, health management can penetrate into all walks of life. By connecting with these businesses,
can fully activate the effective resources in various industries, tap potential customers, and continuously introduce "fresh blood" to health management companies.
Take Jiu'an Medical, a domestic manufacturer of advanced intelligent medical equipment, as an example.
In 2014, Jiuan Medical began to cooperate with Xiaomi to develop iHealth series of products. The current functions cover blood pressure, blood sugar, weight, fetal heart rate, blood oxygen , heart rate, etc.
Liu Yi, chairman of Jiu'an Medical, also explained that the reason for introducing investment from Xiaomi is because Xiaomi's business model and user volume can promote breakthrough progress in the sales volume of iHealth hardware.
And iHealth’s sales performance did not disappoint Jiu’an Medical. In the 2016 Xiaomi Rice Noodle Festival, iHealth smart blood glucose meter sales reached 18,600 units in a single week, setting a sales record for smart blood glucose meters.
Of course, in addition to the above four strategies, there are many ways to increase customer flow and improve conversion rates, such as improving service quality, conducting refined service management, maintaining old customers, introducing new customers through old customers, etc.
However, the most fundamental principle is still the four-step rule we mentioned.
That is:
target customers are precise and clear,
product themes are constantly highlighted,
offline experience strengthens cognition,
Industry collaboration for mutual benefit and win-win results
Author: Kangmengbang analyst
[Kangmengbang] Born in the cradle of health talents, World Healthcare Alliance is a service platform focusing on the implementation of the big health industry - promoting industry implementation, assisting resource cooperation, and providing cross-sector exchanges. The exclusive circle of big health entrepreneurs, practical information, industry analysis, and high-quality resources, just to help you find the right posture to tap into the 16 trillion market earlier than others.
