In fact, private domain live broadcast can be used as a short-term performance explosion weapon, such as a sales-type live broadcast, or as a medium and long-term reservoir play, such as popular science live broadcast. In the future, once the bonus period of the "private domain live broadcast" window is no longer there, the "salesable" private domain live broadcast may be transformed or combined with the normalization of "popular science" private domain live broadcast to continue. This is not only due to the factor of dividend decay cycle, but also to the consideration of medical policy supervision.
Source: Lin Shopkeeper
Author: Lin shopkeeper
Editor: Nanhe
Cover source: Pexels
2023 can be called the first year of the explosion of consumer medical private domain live broadcast.
Recently, the founder of the full-process private domain operation service provider revealed that its single-game live broadcast performance has repeatedly reached new highs, and GMV has soared, with medical cosmetology reaching 30 million, ophthalmology exceeding 20 million, and oral cavity exceeding 10 million, and all of them are single-game. In less than half a year, their team has set one record after another, and the peak GMV of a single live broadcast has skyrocketed by 5 times or even nearly 10 times.
Private domain live broadcast, popularly understood, is not fishing in the infinite open seas, but fishing in a limited private fish pond. The general operation process is to build an exclusive welfare community for live broadcast with the contact information (WeChat or mobile phone) of the institution that has not yet arrived at the hospital, has not made a deal at the hospital, and has not fully consumed the transaction but has not fully consumed the transaction, as well as customers from different industry alliances and channels, as seed users, and use the mature fission methods of the consumer goods industry to expand the community in a short period of time.
Compared with public domain live broadcasting, private domain live streaming has three significant advantages: first, it has a high transaction rate and is more prone to fission, second, it is more friendly to supervision and more interactive, and third, it has a low traffic cost, almost zero cost. For private healthcare, especially consumer healthcare, live streaming is undoubtedly an emerging marketing method worth trying. However, there are also three major problems behind the explosion of private domain live streaming.
Your private domain may have become someone else's public domain
Due to the lack of live broadcast experience and refined operation capabilities, most medical institutions cooperate with third-party live broadcast service providers. However, the vast majority of medical institutions use third-party accounts instead of the institution's own accounts for live streaming. This means that your customer resources and live streaming income do not go into your institutional account but into the account of a third party, which is a security risk for funds and customer information.
Once a third party has problems such as the rupture of the capital chain, as a medical institution, not only is the live broadcast income return far away, but even your customer information and materials are at risk of being leaked or sold. After a live broadcast, your private domain is likely to become someone else's public domain, thus falling into the dilemma of "empty people and money".
Because of this, most third-party service providers will hide their accounts and cover the live broadcast page with customer logo skins, creating a false impression of independent live streaming to customers and unsuspecting viewers. In the face of the ongoing economic downturn and the chaos of the live streaming industry, it is crucial to insist on live streaming on medical institutions' own mini programs to ensure that money and customers are in their own hands. If the organization does not have its own Mini Program, a third-party service provider can help you configure it professionally.
Private domain live broadcasts without fission are all leeks
In recent years, with the explosion of private domain live broadcasting, many third-party live broadcast service providers have emerged in the market, with varying capabilities, and many people have taken the opportunity to cut leeks. Many medical institutions have found that private domain live broadcasts are often just "fresh" and "lonely", although most of them do not lose money on the surface, but they do not make any money after accounting.
In addition to the problem of product selection and pricing, the core difference lies in fission! In layman's terms, the proportion of "old with new" is too low, and the income written off in the live broadcast room is basically made by old customers, and it has not brought about a substantial increase in customers and income.
Due to the provision of many high-value preferential policies and gift benefits, if there is no fission or the fission rate is too low, most of the income from private domain live broadcast write-off is only old customers who are greedy for cheap and consume in advance. If it is not handled well, it may even lead to a series of negative chain reactions such as the adverse consequences of "drying up the river and fishing".
The fission effect of private domain live broadcast depends mainly on two points:
First, the institution itself must have a certain amount of seed user pool, as the so-called "smart women are difficult to cook without rice".
The second is the fission service capability of the third-party service provider, which not only requires the service provider to have a mature fission cognition and playing method, but also to have a set of SaaS-based management background system.
When choosing a third-party service provider for private domain live broadcasting, the first thing to ask is how much fission ratio can he achieve? How much is the highest? How much is the lowest? How much can the average fission rate be achieved? Generally speaking, the national average fission rate can be 50%, which is good, and the fission rate in the southern region is higher than that in the northern region, and the fission rate can even reach 300% if it is excellent. This requires a powerful and easy-to-use documentary workbench that integrates before, during, and after the live stream.
Most of the private domain live broadcasts have become a short-term performance carnival
As we all know, medical cosmetology has long had a mature model of "offline sales", and then the stomatology and ophthalmology departments have also introduced the sales model, and private domain marketing can also be regarded as a kind of "online sales". Whether it is offline or online, either the performance is dismal and eventually fails, or the performance is very good, but the vast majority of it becomes a short-term performance carnival and is not sustainable.
In fact, private domain live broadcast can be used as a short-term performance explosion weapon, such as a sales-type live broadcast, or as a medium and long-term reservoir play, such as popular science live broadcast. For third-party service providers with the knowledge and ability to operate in the private domain, they can not only help institutions do a good job in community operations before, during and after live broadcasts, but also empower institutions to do a good job in the follow-up operations of non-communities, enterprise micro and individual micro networks.
The end of private domain live streaming is the beginning of private domain operation. After the live broadcast ends, institutions can still use the documentary workbench of third-party service providers to conduct comprehensive data analysis based on the interactions, comments, payments, fission, length of stay, content preferences and other behaviors of customers in the live broadcast room, so as to realize the follow-up tracking and operation of users such as unfilled, forwarded, and fission, and can also independently carry out daily science popularization and exclusive welfare live broadcast fission customer acquisition at any time.
How to consider the level of private domain operation ability of the third-party service provider? In addition to community operation, what should he do with those potential target customers who are unwilling to join the community?
In 2024, there will still be private domain live broadcast dividends. Especially during the winter vacation of students, the long Spring Festival holiday and the traditional peak season of the beginning of the New Year in March, it is a good time for private domain live broadcast to show its talents.
In particular, double eyelids, rhinoplasty, freckle removal, acne removal, hair removal, face slimming, hydration and whitening in medical cosmetology, orthodontics, whitening in the oral cavity, refractive surgery, OK lens fitting, functional glasses and other popular student projects are more suitable for private domain live broadcast, which can not only quickly increase performance and solve the cash flow dilemma, but also realize low-cost fission customer acquisition and refined private domain operation.
Nowadays, on the one hand, although the live broadcast of consumer medical private domain is popular, it is easy to fall into the pit, on the other hand, the pioneers have already obtained considerable returns, but as peers, they often choose to hide their tricks and keep them secret. If you don't get on the bus, you'll really miss it!
In the future, once the window bonus period is no longer there, the "salesable" private domain live broadcast may be transformed or combined with the normalization of "popular science" private domain live broadcast to continue. This is not only due to the factor of dividend decay cycle, but also to the consideration of medical policy supervision.
Here, it needs to be reminded that for consumer medical live streaming in the private domain, it is important to choose a reliable third-party service provider.
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Source of this article: Lin shopkeeper
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