The so-called digital marketing refers to a marketing method that uses the Internet, computer communication technology and digital interactive media to achieve marketing goals. The author of this article takes the digital medical industry as an example to analyze and discuss the underlying logic of digital marketing for your reference and learning. On the morning of August 27, 2020, Mr. Cao Sheng participated in the pre-meeting of the MMC Medical Market Annual Conference (5th) and shared the "underlying logic of digital marketing".
This article is excerpted from the live speech of Mr. Cao Sheng. Is there a market for digital medicine? Tencent and BCG did a "2020 Digital Healthcare Insights Report" and drew several conclusions:First, the job title email list development of digital medical care is particularly fast. The cumulative number of visits to the app on the head has reached 1.1 billion, and it feels like it is about to cover the total population of the country. Second, consumer portraits in digital medical scenarios. If we only think of digital as a channel, then we have little to do with digital health care. What is the core of digitization? Categorize human behavior and digitally label it.
The reason for digitization is that whoever can label the digital label more scientifically will have stronger commercialization ability. We have seen that there are 6 types of typical consumer portraits in the digital medical scene:Young and middle-aged health care enthusiasts. Silver-haired family. Mom. Young, middle-aged and young acute patients. chronically ill patients. Severely ill patients. The core of digitalization is to take people as the core, and to reclassify people must be divided into scenes and subdivided into specific behaviors.
For example, Bao Ma, if we don’t use digital tools, what would we describe? Bao Ma, who is about 25-35 years old, has 1-2 children, often buys children's products, and likes to accompany children to read children's picture books. We usually describe her with these attributes. What is the description after digitization? Typical portrait 1 Full-time mother of second child 10+ parenting WeChat groups easy to be planted Typical portrait 2 white-collar mother Daughter is prone to illness Take your daughter to see a doctor Focus on convenience and timelinessAs the saying goes:
the first child is raised according to the book, and the second child is raised as a pig. When the child cried, the mother was frightened. What to do if you are sick? WeChat group is an important place for them to obtain information. This is a life scene, not a simple attribute description. Easy to be planted. What does the word planting mean? easy to recommend. Digitalization must be described in a scene. I will introduce later why it must be described in a scene.