Jinsong Stomatological Hospital: How to win the hearts and minds of the people through service when breaking through the Red Sea?

Enterprise WeChat

"Oral medicine is a sunrise industry, but getting customers is still the biggest problem in the industry." Liu Junxi, Vice President of Jinsong Oral Medicine Group, told us.

As consumers pay more attention to oral health and beauty, the scale of oral medical market is increasing year by year; But at the same time, there are more than 120000 private dental medical institutions nationwide. In addition to public dental hospitals, customers have many choices, The competition among dental institutions for customers is very fierce.

Jinsong Dental, as one of the top ten private dental medical institutions in China, operates 14 dental hospitals in Beijing. Through private domain, they have improved the efficiency and conversion rate of customer acquisition, not only established long-term contact with 200000 customers, but also realized The conversion rate of private clients to hospital is 90%, and the return visit rate is 50%.

How did they do it?

The service in private clinics is good, and the doctors in public hospitals are professional. So Jinsong thought, as a private institution, what is their core competitiveness that can make difference? They feel that they should be more professional than public hospitals in terms of good services.

Liu Junxi, Vice President of Jinsong Dental, told us: "Previously, most private dental institutions were" small clinics ", where one or two stomatologists went out to work alone and see everything. Since 2014, Jinsong has taken the lead in adopting the" big courtyard model "of sub departments, each of which is equipped with more than 10 stomatologists and more than 30 dental chairs, Allocation of medical staff and hardware facilities It is equivalent to the level of national second-class hospitals. "

But more professional doctors and hardware facilities mean more investment.

"We hired excellent doctors, and each hospital covers an area of two or three thousand square meters, Therefore, labor costs and store rent costs are very high. If the ability to get customers cannot keep up, there will be no way to support the operation of the hospital. "

Jinsong Oral has tried many ways to get customers. For example, when you go to the surrounding communities and companies to do activities, you have limited access to customers, Spend a lot of time and manpower, but can not find a few customers who really need.

Even if the customer has needs and intentions, many oral projects cannot be decided immediately. They often consider that there is no following, or they finally go to other places to do it.

Jinsong has also tried to advertise online, leaving interested customer leads and mobile phone numbers, and then calling customers later to introduce services and guide them to the hospital. However, the loss rate of customer leads is high: "When I called, many people were busy at that time and hung up when I heard about customer service. I simply didn't have time and patience to listen to you, let alone maintain communication."

Jinsong Oral realizes that for services such as oral health management, which are expensive and have a long decision-making cycle, it needs continuous pre-sales question answering and care, and communication with customers is particularly important.

How can we keep communication with customers?

"Customers must be added to the private domain. It is hard to say clearly in any other way. Only by adding customers to the enterprise WeChat can we have the opportunity to chat with them slowly."

Through enterprise WeChat, customers can find customer service advice at any time just like chatting with WeChat friends, and have more patience to let customer service explain -“ Even if the customer is busy at that time, if you send it to WeChat, he can take his time later and ask questions. Don't worry about the harassment of the customers who call. They can't speak clearly in just one or two sentences, and unlike the customer service messages on other e-commerce apps, we don't often click to see them, and they break up after chatting. " Liu Junxi, Vice President of Jinsong, told us.

Through continuous communication on enterprise WeChat, customer service can better understand the needs of each customer, introduce the corresponding dental projects, and even recommend doctors, make appointments for registration, and guide customers to hospital.

Now, Jinsong will invite customers in need to add enterprise WeChat in the end whether it is doing community activities or advertising.

Through enterprise WeChat, they have accumulated 200000 private fans, reducing the loss rate of customers. The conversion rate from private domain consultation to hospital is up to 90%.

"Online advertising is becoming more and more expensive, and the cost of customer acquisition is getting higher and higher. The profit margin is squeezed to a very low level by advertising." , said Liu Junxi, Vice President of Jinsong.

In order to cover the high cost of customer acquisition, it is extremely important to turn "first return customers" into "repeat customers".

Therefore, Jinsong Oral hopes to retain customers in private domain—— Do a good job of long-term service and improve repeat purchase of regular customers.

How to do it specifically?

Jinsong found that, Tooth cleaning It is the rigid demand for everyone to keep their teeth clean and beautiful, and it is also the first step for many people to start oral care. As a result, when advertising, Jinsong will use the tooth cleaning discount as an attraction to add customers to the enterprise's WeChat service - in addition to consulting and answering questions, making appointments and registering, customer service will continue to care about customers' tooth status, share oral care knowledge, and remind them of future visits.

"Although the customer price of tooth cleaning is relatively low, each person is less than 200 yuan. However, after these customer experiences, Jinsong's environment, professionalism and service have been recognized. Jinsong will have the opportunity to customize a more comprehensive oral care program for them, further tap the needs of regular customers, and improve repurchase. ”

Because we have already got in touch, enjoyed the service, and generated trust, the recommendation at this time is no longer advertising and interruptions, but more professional care about the oral conditions of customers.

such as Doctors often find other oral problems in the process of cleaning and checking customers' teeth, The repaired tooth has recovered its caries, and the impacted wisdom tooth needs to be removed In the process of enterprise WeChat service for customers, customer service will also understand the potential needs of customers. For example, young people may want to become beautiful through orthodontics, and old people may lack teeth and have difficulty chewing... At this time, you can recommend other oral projects to customers in need.

The secret of success lies in the details. Jinsong realized that because Different customers have different concerns and hesitations. Only through targeted communication can customers feel seen, remembered and understood.

How to remember the different needs of so many customers?

Jinsong Oral relies on the "tag" function of WeChat. It will not only record the age of the customer, the items being treated/consulted, and the basic information of the transaction/non transaction, More “ differ from man to man ” Personalized records, For example, an orthodontic customer has a high demand for "beauty", hopes to significantly correct the protruding mouth, can accept tooth extraction and orthognathism, tends to have invisible braces, and has a budget of less than 40000... Customer service will carry out targeted communication and care according to the needs of each customer to promote decision-making and transaction.

Different projects and different customer groups have different concerns, and the communication focus and content of customers are also different. Take orthodontics as an example:

For the growing group of teenagers, parents are the main decision makers for their orthodontics, and "health" is the most concerned factor for parents. Customer service will give parents information that orthodontics can correct occlusion, promote mastication and digestion, prevent dental caries, and explain the benefits of early correction in adolescence.

For adults who want to "beautify" their faces through orthodontics, The customer service will focus on introducing the possibility of having neat teeth and confident smiles after orthodontics, showing other successful cases of adult orthodontics, and comparing photos of teeth and face before and after orthodontics.

In addition, we can communicate with customers in various forms through WeChat. For example, whenever there are orthodontic related promotional activities, you can screen out the label of "orthodontics not completed" and carry out Mass distribution Remind customers in need; You can also use the "Circle of Friends" From time to time, the successful cases of orthodontics and the hazards of malocclusion of popular science are exposed; You can also share the enterprise WeChat where experts and doctors answer questions about science popularization Live wait.

Liu Junxi, Vice President of Jinsong, believes that: “ Label classification operation makes communication more accurate and efficient, and does not disturb customers who do not need it. For example, we will only send the discounts and specific contents of the orthodontic program to potential customers who have not yet completed the transaction, and will not disturb other customer groups such as orthodontic customers, or the elderly with dental implants. "

Jinsong Oral has raised the repurchase rate of regular customers to 50% through rediscovery of customer needs and targeted communication.

The 14 branches of Jinsong Stomatology have gathered more than 200 best stomatologists.

Therefore, Jinsong knows that it is not easy to cultivate an excellent stomatologist: the newly graduated novice doctor needs senior seniors to teach and impart experience; Even senior doctors need to keep learning to understand the latest dental cases and medical technology. In addition to providing doctors with competitive treatment, they also attach great importance to communication and learning between doctors to help them continuously improve their professional level.

In Jinsong oral cavity, Doctors from different branches and departments can clearly see each doctor's name, branch, department and professional title on enterprise WeChat. If you want to find an expert doctor, you can find it directly through the address book and expert group. You can communicate without adding WeChat.

If young doctors encounter difficult cases that cannot be solved, they can send the case information to the group, consult and discuss with the experts in the whole hospital, Expert resources were gathered to solve patients' problems, which also promoted the exchange, learning and experience sharing among doctors' peers.

In addition to smoother communication, doctor training is also more convenient.

In the past, Jinsong Oral had organized doctors' training and seminars offline, and doctors were scattered in various branches in Beijing, so they needed to put aside their interviews and operations and go to the training once a year. It was not easy to organize the training once every six months; The offline space is limited, and the number of participants is also limited.

Now, Jinsong Oral can easily invite experts in various fields of stomatology to hold online lectures through the online conference and live broadcast of enterprise WeChat, Or introduce the latest medical technologies such as dental implant robots, so that doctors in the hospital can update their knowledge reserves in a more timely manner and continuously improve their professionalism. Compared with offline training, doctors can watch in time across hospitals, which is more efficient. The enterprise WeChat conference can also share the lecture PPT on the screen, which is convenient for doctors to view and discuss; Start the conference recording. If a doctor misses the live broadcast because of an important interview or surgery, he can also Review recording 。

In addition, for front-line customer service and headquarters staff, Jinsong Dental will also integrate basic dental knowledge, induction training materials Marketing scripts and graphic materials are shared to everyone through the enterprise WeChat "WeChat disk", so that employees can access them at any time in the process of customer service and collaboration. The microdisk is an enterprise level online disk, which is convenient for sharing data among teams. It can be used on demand. It can also set security permissions to ensure that irrelevant people can't see it.

Through the enterprise WeChat chat function, as well as online meetings, online documents, micro disks and other collaborative office tools, Jinsong Oral has achieved efficient cross hospital communication and management, and improved organizational efficiency.

Oral medicine industry, as well as more fast-growing sunrise industries, is not always smooth in the process of "big strides". Only by retaining customers, calculating carefully and improving efficiency can development be more sustainable and more stable. Enterprise WeChat helps enterprises in all walks of life connect with customers, focus on private areas, and improve the efficiency of organizational collaborative management internally.

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