Original / Author / Li Bin
The reason why we talk about IP again is entirely because from 2020, the advantages of personal brands in the consumer market have become more and more prominent, and the previous traffic thinking is facing iteration, and brand thinking is making a comeback. In the aesthetic industry, institutional brands have a tendency to give way to doctors' personal brands, at least one of the most important trends. In the new market environment, personal IP can more accurately reflect "market positioning", "content positioning" and "value positioning", rather than a large number of titles that are not understood by a large number of dazzling consumers.
Consumer healthcare, is it business? Or medical? This is a long-standing battle of values in the field of consumer healthcare.
If it is a simple business, it is very simple, as long as the transaction is completed, the purpose is achieved, and the profit is the first; if it is medical treatment, the problem of the patient must first be solved, and then the money will be earned by the way.
From the doctor's point of view, "consumer medicine", consumption is the final word, medical treatment is the subject; from the perspective of the doctor, it is "medical consumption", medical treatment is in front, consumption is in the back. This should be the value proposition of medical aesthetic doctors, and passing on this value proposition is to stand in the position of consumers and first create value for patients.
But dryly say no. Uniqueness itself is an attraction, and the differentiation of doctors' personal IP can be achieved from various angles. I am different from them, to let people know, where is the difference? Whether it can bring him more value.
The value proposition influences the consumer's choice. If your value proposition is to stand in the position of the patient, then the other party must be able to perceive; we want to study how to make the other party perceive.
In recent years, China's medical aesthetic industry has entered the fast lane of rapid development, from Baidu thriving, to medical beauty e-commerce blossoming, and then to the Internet online consumption predator strong entry, each change, not only injected new vitality into the industry, but also let the industry competition become more and more intense, and finally tighten the market economy's lowest inferior competition - price war.
The price felt by the seekers was too high! This reason accounts for 80% of the diversion!
parity? Than what?
Technology, aesthetic cognition, service, brand, are all price factors, and even doctors' taste and life literacy are price factors. Each treatment is not a mechanical copy of ctrl+c and ctrl+v, but the professional knowledge and insight accumulated over many years of learning, through the same kind of but different quality of treatment to achieve aesthetic effects, it requires excellent and solid experience, even including inspiration, and finally complete personalized treatment.
Do you want your beauty process to be an assembly line? Now there are many cheap ones on the market.
No matter how good the ingredients are, it depends on the craftsmanship of the cook; no matter how good the instruments are, it depends on who is using them. Taobao 10 yuan a bag sold for so many years, Hermès, lv is still increasing prices every year, because different products lock in different users; when you envy others like clouds, I don't know how many people are envious of your fame and fortune. A vigorous internet celebrity live broadcast with goods, like a farce, seeing into the end, it is a few joys and a few sorrows!
Want to convert? Have you told consumers all of the above? What is Medical? What is medical value?
The more active the medical aesthetic market, the greater the pressure on the sales side and the fiercer the competition. At this time, entrepreneurial doctors should calm down, clear the noisy fog, and return to the essence of medical aesthetic marketing. Ask: who am i?
In today's highly homogeneous medical aesthetic projects, personal brand is the "amplifier of value", and a distinct and unique personal brand can make us stand out in the workplace and accurately reach the target group. Good IP reputation and word of mouth help us to gain the trust of users, which can effectively reduce the user's defensive psychology and achieve efficient business conversion.
A company in the United States once did a survey in which they interviewed more than 500 professionals and the clients of professionals. The results found that for the same service, professionals with an international personal brand charged 14 times more than professionals without a clear personal brand. Industry leaders charge more than 8 times more than professionals without a clear personal brand, and professionals with a small reputation in the region also charge 4 times more than professionals without a clear brand.
In terms of demand: the number of customers of industry leaders is 4 times higher than that of professionals without clear brands, and the number of customers of professionals with small reputation in the region is 2 times higher than that of professionals without clear personal brands. That is to say: industry leaders not only charge more fees, but also have more customers, which is the ultimate value to be realized by building a personal brand.
■ Effective IP setting is the first step in cultivating personal IP
positioning:
Each individual doctor's personal IP can be understood as a product. Among the many similar products, how to stand out is what we really have to think about in the market competition. That's it – positioning.
Any product can not meet the needs of everyone, according to the attributes of different products, to find a matching user population, is the most accurate marketing.
In addition to the product basic attributes + product characteristics, what else can really attract attention and ultimately achieve consumption conversion? That is to give the product a fresh life. This vitality can directly increase the stickiness of the product and the user.
What really makes diamonds have accurate positioning and value in the consumer market is not because it is a rare ore, nor is it his eight-star and eight-arrow process. It's the classic: a diamond lasts forever. Since then, diamonds have represented eternal love. Returning to the beginning, it can be said that it is because of its rarity and ancient craftsmanship that it is worthy of this priceless eternity.
In the same way, most of the stars and Internet celebrity IP are short-lived, and the real evergreen artists in addition to excellent basic skills, the last thing that really attracts traffic attention and continues to pursue is their personality. Human design is the aura of the protagonist outside of the basic skill. His character, cultivation, and non-professional skills, including your social relations, can be fully displayed. For example, when disasters or social topics appear, celebrities' attitudes and remarks directly guide traffic to your cognition. Han Hong - Public Welfare, Yi Yang Qianxi - Inspirational, Qin Xiaoxian - Innocence, Andy Lau - Model Labor, and of course, some time ago Zheng Shuang's personal design collapsed. These are all in addition to excellent professional skills, traffic to your cognition and choice, this cognition directly determines your future survival and development.
Speaking of industry doctor IP, the premise of others paying for you is first of all to recognize the common cognition in a certain aspect. Homogenized projects, homogenized technical characteristics, and homogeneous marketing have made consumers tired of choosing and pursuing. However, the freshness and independence of human design continue to increase user stickiness. Therefore, in addition to excellent skills, the creation of people other than our skills is particularly important.
A few days ago, Dr. Sui Bing, who wanted to start his own business, discussed his personal IP positioning with me, and the marketing team's suggestion was: he is an excellent facial rejuvenation plastic surgeon, and his mentor is Professor Yang Daping of Confucianism.
In today's highly homogeneous market, I know that his piano plays very well, and I casually say: This is the piano prince of our facial rejuvenation doctors.
People will think of a gentle and handsome doctor, with his slender hands, showing exquisite technology, bringing beautiful melodies to beauty seekers, and opening a gorgeous life movement...
The answer to this question includes the dimensions of IP, the content of IP, and the distribution of content.
In full swing of various live broadcasts, these KOLs and KOCs are composed of opinion leaders, which have become the "link" between the sales side and the user side. The sense of trust established by long-term operation guides fans to consumption through the form of planting grass on products. Personal IP creation has formed a "standard" commercial form. Mcn company through professional process services, so that a genetic Internet celebrity quickly rise on the Internet platform, and to achieve business monetization. Mature experience is: how to enlarge the "value" of individuals, increase weight in vertical fields, establish barriers between peers, and improve competitiveness, which gives us a good reference and reference.
■ Three dimensions of personal IP generation
[Generated by IP in the "professional dimension"]
The core technical characteristics of doctors are always the most important IP value, which is to accumulate their own technical characteristics in continuous learning and practice, and realize the market recognition of similar products through their own language and unique insights.
[IP generation as "identity dimension"]
Positioning based on industry identity, professional certifications issued by professional bodies and honors obtained. Social relationship identity positioning, such as family-related identity positioning.
[IP positioning in the "interest dimension"]
In addition to professional and technical characteristics: aesthetic preferences, image, personality, hobbies, and speaking styles can all be used as diversified personal brand label attributes. Multi-dimensional personal display, through common cognition can easily gain user trust.
■ Where to find your own users
No product can meet the needs of everyone, how to maximize the attention according to the attributes of different products, mainly lies in the choice of platform and content operation. What kind of platform to choose directly determines the size of the influence of personal brand.
• Precise matching:
To do accurate matching is to find your own positioning matching platform, such as you are good at doing short videos, then you must find a short video distribution platform, at this time, it may not be appropriate to find a platform for distributing videos. The quality of this type of matching content is high.
• User Matching:
According to the characteristics of the personal brand to find a matching platform: workplace people, mothers, emotional users, or elites, etc., you have to find who to talk to, decide on what platform to say.
• Content Matching:
Find the platform that best matches your own content: for example, whether your content is a review type, or an emotional type, or an entertainment type, the headline number, the Baijia number is very suitable for information articles, and the emotional class can also be.
• Network-wide distribution:
It is not enough to build a personal brand and be a single category platform. Now the promotion thinking of the Internet is: "multi-point encirclement". Let others see you as much as possible and hear that you recognize you.
Shaping of personal IP: It is a long-term construction process.
Try and find a precise positioning of your own, and then create your own personal IP, through the influence of personal IP, the ultimate talent commercialization, is the ultimate value of our vigorous shaping of IP.
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