Today in the QQ group, friends are enthusiastically discussing some celebrity event marketing promoted by plastic surgery hospitals online, such as a certain hospital looking for XX celebrities to do activities, etc. In fact, regarding celebrity event marketing in the plastic surgery and beauty industry, Beijing and even the whole country, Maybe there are only a few hospitals that are at the forefront. In the two years since I entered the plastic surgery industry, I have paid more attention to the news about this industry, and I have developed a habit of looking for the root cause behind the incidents.
"Artificial beauty" - Hype needs to be proactive, don't imitate others.
The earliest and most successful celebrity event marketing was undoubtedly the "China's No. 1 Artificial Beauty—Hao Lulu" event. Relying on this event, Yi XX Plastic Surgery Hospital successfully rose to the top, created a chain organization, and headed towards the road of corporate groupization. It can be said that this incident is the biggest opportunity for the success of Yi XX Plastic Surgery Institution.
The subsequent hype of this incident is worthy of our thinking and aftertaste.
After the Hao Lulu planning team had irreconcilable conflicts and disagreements with Yi XX, they once again planned the event of "Hao Lulu going south to undergo a second plastic surgery" to a plastic surgery hospital in Guangdong. However, the original intention of this planning event was completely distorted , a hospital in Guangdong did not become popular, but XX once again entered the eyes of the audience. Hao Lulu's planning team started a "national tour" in Beijing, Xi'an, Jinan, Wuxi... It is understood that these campaign activities did not bring much benefit to her hospital, but Yi XX entered the audience's attention again and again. In eyes.
Among similar incidents, such as the "artificial beauty - Yang Yuan" hyped by Shi XX, and various "artificial beauties" incidents performed by Nanpai Plastic Surgery (my unified name for plastic surgery hospitals south of Shanghai, represented by Huamei and other plastic surgery hospitals) , but at present, users are basically "immune" to such events, and they can no longer attract attention. If you speculate about these things, you might as well go home and scramble eggs and fried rice!
"Fan Bingbing Plastic Surgery" - Hype planning is very important, and the fundamental interests of celebrities must not be touched.
Another successful celebrity event marketing, from early planning to mid-term execution, to later stage promotion, can be said to be the best-run, and that is the "Fan Bingbing" plastic surgery incident. One day, someone broke the news on the Tianya Forum: The named Fan Bingbing had an operation at Beijing XX Plastic Surgery Hospital, and all kinds of projects were performed at the same time. This post quickly became popular among vests and onlookers who did not know the truth. In addition, major forums Under the strong hype of various "spectators", the matter intensified. When it reached its peak and most popular stage, Tian XX "bravely" stood up! He declared in major online media (Sina, Sohu and other major portals and major popular forums): I did not perform the surgery on Fan Bingbing, although (Pay attention to this twist) I have performed surgeries on many celebrities, but Fan Bingbing was definitely not done by me! Not only did the matter not stop there, but it actually added fuel to the flames. In the end, Fan Bingbing was forced to lower her status and go to China-Japan Friendship Forum in person. The plastic surgery department of the hospital conducted a plastic surgery evaluation to correct the situation.
The matter seemed to have gone away, but it played a considerable role in promoting subsequent publicity. After that, Tian XX began to continuously create a "star plastic surgery expert" in various media, TV, newspapers, and the Internet. The image and the operation of fueling the flames continued to heat up, and Dr. Tian became famous overnight.
In fact, you can understand the process by simply analyzing this incident.
1. Posting on Tianya Forum: guiding the public opinion.
2. Portal statement: stimulates conflict.
3. Continue to raise the temperature, point the finger directly at the parties concerned, and force the parties concerned to come to the front desk.
4. Use the opportunity to hype and increase your popularity.
Another well-known example of similar incidents is Beijing XX Women's Hospital, which claimed on its website that Fan Bingbing had undergone certain operations at its hospital. Fan Bingbing seemed quite angry about this. The last hype had already made her very angry. Worried, she directly took the hospital to court this time. When the lawsuit was filed, the hospital went even further and came up with a "Fan Bingbing" with the same name and surname as Fan Bingbing, claiming that the "Fan Bingbing" we promoted was not the other "Fan Bingbing" "... In the end, it seems that the court ordered the hospital to pay Fan Bingbing a one-time compensation of 100,000 yuan."
Analyzing the two companies’ hype incidents against Fan Bingbing’s plastic surgery, it is not difficult to see that Tian XX’s hype is preceded and planned, rather than carried out blindly and recklessly. Moreover, I think the most brilliant thing about Tian XX is that , completely standing from the perspective of an outsider, we can completely refuse to admit it from beginning to end. We are also forced to have no choice. Recently, because of the Fan Bingbing incident, we are also very "distressed"... Of course, whoever is distressed knows best!
However, Beijing XX Women's Hospital was a little reckless and blatantly committed "infringement" on celebrities. In this way, they were bound to be counterattacked. The same incident, two people's different hype methods tell us that the bigger the card, the greater the risk. If you use celebrities to hype, protect yourself first!
In view of some recent hype, such as Sister Feng, Beast Beast, etc., touring major plastic surgery hospitals in China, and even Sister Feng asked for 200,000 appearance fees (this matter needs to be verified), the audience has lost patience with these sensational promotion and marketing behaviors. I have seen the process of "Shou Shou" performing at XX Plastic Surgery Hospital, and the well-known domestic mainstream media have reported on it. However, when I look back at the comments, people pay more attention to the person "Shou Shou" rather than XX Plastic Surgery Hospital. This kind of hype can basically be said to be useless. Although there will be a relatively strong response in the short term, these may not necessarily have good long-term effects.
When I was chatting with a senior director a few days ago, we had a common point of view. The focus of marketing and promotion of medical plastic surgery must be word-of-mouth marketing. No matter how much hard advertising and TV you do, there may not be an article. Good soft articles are effective when placed on good platforms. Internet users are becoming more and more savvy, and most users have developed a certain immunity to advertisements, especially medical plastic surgery users. They often hope to see real and objective cases, rather than "Sister Furong" and "Sister Furong". "Sister Feng" and other weird Internet celebrities who challenge traditional beauty standards.
Celebrity event marketing in the online promotion of plastic surgery hospitals is actually a double-edged sword. If you do it well, you will rise to the top in one step; if you do it poorly, you may be infamy and plummet. In fact, in the final analysis, what meets the needs of the public is the most suitable. Whether it is the aesthetic needs of users or the entertainment needs of users, what we convey to users is truth, goodness, and beauty, not falsehood, evil, and ugliness!
The original text was first published by: Shengguang (Beijing-Yunyue) Plastic Surgery Blog www.zhengxingboke.com. Please indicate the source for reprinting! Note: The original text involves many hospital names and has been processed. If it involves the interests of other hospitals, please contact the blog Lord, it will be deleted.
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