What is the client pool thinking of clinic operation? As we said before, scenario thinking has made great progress compared with traditional thinking. Scenario thinking makes us start to think about how to publish or deliver advertisements promoted by our clinics in different scenarios, so as to connect with different scenarios. Therefore, our marketing actions may be more targeted and more efficient, but these are not enough.
Because these scenes are not created by ourselves, it is difficult for us to have the "right to speak" and "control" over their use. Carrying out market activities in these scenes is often "a taboo". , because after all, it is not created by yourself, there are many activities and many marketing actions that you cannot execute!
Therefore, the best scene is the scene created by ourselves;
If we can create a scene by ourselves to bring our target patients together, theoretically you can "according to your wishes", long-term, uninterrupted contact and interaction with potential patients, convey product value, brand value, let Potential patients learn more about our advantages!
Let the target patients recognize us, and even let the target patients become friends and fans of our clinic, so as to be willing to experience our Latest Mailing Database technology, and finally buy our services, and help us make referrals! We call these scenarios created by ourselves as customer pools, which are actually a more advanced scenario!
What I want to emphasize is the biggest difference between the customer pool and the scenario, that is, the customer pool is established by the clinic owner himself, which is more controllable and more accurate. After creating the customer pool, what we need to do is to consciously, gradually and continuously drain the target patients in the scene into the various customer pools we have created. This sentence is very important, you can think about it carefully, How valuable is this sentence!
So, what kind of client pool can we create? The customer pool is divided into [online customer pool] and [offline customer pool]. It is very difficult to create an offline customer pool, which requires us to invest a lot of money, resources, and costs are too high, and it is also very difficult to operate. Not something that our little individual doctor can do!
Let's talk about 【Online Customer Pool】
In recent years, the rapid development of my country's mobile Internet and the emergence and popularity of communities have made the cost of creating online scenarios lower and lower, even approaching zero. Creating an online customer pool is something that every clinic and private hospital can do. The cost is low, the effect is good, and the operation is relatively easy;
Today's people, almost all live on mobile phones, think about the patients in our clinic, think about the people around us, including ourselves, the last thing we do before going to bed every day is to look at our mobile phones and WeChat; wake up The first thing I did after I came here was to look at my phone and WeChat. Today's WeChat has greatly changed our way of life. You can dislike it, but you can't change this fact.
Take myself as an example, there was a period of time when I felt overwhelmed by WeChat. There are more and more WeChat groups and more and more information. The information in the circle of friends is very similar. There are many, many, and I can't finish it. I pick up my mobile phone to read WeChat almost as soon as I have time. All the bits and pieces of time are spent on WeChat, and now there are some short videos, which are also very attractive, and you can't control them as soon as you watch them. Before you know it, an hour or two has passed, which makes each of us energized. Difficulty concentrating.
So for a while, I restrained myself from not looking at WeChat Moments, but after a while I didn’t get used to it—you stopped watching Moments, but the people around you are still in Moments, and they are still there every day Talk about what happens in your circle of friends and you don't know anything about it. So, there is no way, I will also take time every day to look at the circle of friends, and look at information flow platforms such as Douyin and Toutiao.
At this time, although the dividend of the community has passed the peak, it is still near the high point-because it has become a way of life for people, it has become the "new normal".
For individual grassroots clinics like us, it is very important to build our own online clinic patient customer pool, because we do not have much funds, resources, nor too much time and energy to do other clinic marketing methods. This At times, you can choose to use low-cost methods, such as social groups, WeChat Moments, or some self-media to build your own customer pool.