To solve the problem of maintenance of regular customers and their follow-up and referral is a problem that the whole oral community is thinking about.
With the upgrading of consumption and the improvement of national health awareness, the domestic dental industry has developed rapidly, reaching a market scale of 100 billion yuan as a whole.Among them, the private dental market has developed rapidly due to the encouragement of national policies.The market size has increased from 43.3 billion yuan in 2015 to 104.5 billion yuan in 2021.
In terms of market segments, the elderly market over 65 years old, the children's market, the invisible orthodontics market and other market segments are developing rapidly and have a considerable scale.
Basic Information of Oral Industry
The dental industry covers the whole life cycle of consumers, including implant, orthodontics, dental restoration, dental cleaning, oral surgery, tooth extraction, children's teeth and other categories.Among them, implant and orthodontics belong to the high profit category and are also the main profit products of many clinics, while the low profit categories such as dental synthesis and children's teeth are often ignored by clinics for a long time.
With considerable scale, policy support and category coverage throughout the consumer's life cycle, consumers' awareness of dental health has gradually increased, and oral cavity seems to be a good business.At the same time, the oral industry has low standardization, low dependence on other departments, and low threshold for entrepreneurship, which is naturally suitable for dentists to start businesses.Therefore, the overall concentration of the dental industry is low, and there are many outpatient services. The market share of the brand head chain outpatient services is only more than 1%.
But is it really easy to do oral business?In fact, the outpatient department encountered a series of problems in its operation.
Difficulties in oral cavity industry
First of all, in terms of internal business, the loss of dentists and improvement of business efficiency. In terms of external business, the key problem lies in brand management and maintenance of regular customers.
With the advent of the epidemic, the outpatient flow has dropped sharply, and the policy of planting and centralized purchase has been implemented, squeezing the profit space of clinics with planting as the main revenue category. If large and small clinics want to survive and grow for a long time, business transformation and maintenance of regular customers will bear the brunt.
Why does the growth of outpatient services in the dental industry mainly depend on regular customers?Simply disassemble it and you will know the reason.
According to the average customer list of the first and second visits of a single category, the turnover=(number of first visits+number of second visits) * average customer list=number of first visits (1+return visit rate) * average customer list=(new customers+returning customers+referrals) * (1+return visit rate) * average customer list.
Not to mention that the cost of getting new customers is getting higher and higher in the industry, among which the return of old customers, referral customers and return visit rate are directly related to the maintenance of old customers. It can be seen that the revenue of the clinic should grow healthily, and the maintenance of old customers is the key. Doing a good job in the maintenance of old customers can bring about continuous referral of new patients, and also improve the return visit rate.
(If the user does not return for a visit within a cycle, it is defined as loss. If he/she returns for a visit, he/she will be counted as a new visit, and the actual return is an old customer. Here, the initial and return visits are not counted by appointment, but by the actual number of transactions.)
As far as referrals are concerned, because the oral cavity itself is a medical consumer product that involves health, and the high customer order decision-making cost and long cycle, the low-cost welfare and other fission methods that are easy to use in general merchandise and FMCG are not enough to become key factors to attract consumers to introduce friends.
As far as the return visit rate is concerned, the single oral service itself is a high customer single low frequency service, especially for orthodontics and planting. After a course of treatment, it is difficult to consume the same category again. How to improve the return visit rate through project portfolio and category expansion is the key.
To solve the problem of maintenance of regular customers and their follow-up and referral is a problem that the whole oral community is thinking about.
Among them, the international high-end chain brand "Malong Dentistry" and the children's tooth chain brand "Jicheng Children's Dentistry" have given exploratory practice and reference in the re purchase of old customers and the promotion of the growth of clinics by the old and the new through the redesign of the product model and the construction of the private domain of brand members.
Next, we will use two articles to disassemble "Ma Long Dentistry" and "Ji Orange Children Dentistry"caseSee how the private sector can empower the oral cavity industry and bring about disruptive growth. Please look forward to it.
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