Medical Korea 2021 By HYLINK KOREA Inc. 2021.02.05
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Medical Korea 2021
By HYLINK KOREA Inc.
2021.02.05
HYLINK AD is the most competitive advertising agency in
the China E-Marketing and Digial Media filed providing
total solutions.
Ranked 1st in China advertising agency comprehensive
Co-work with strong media resources
service for 13 consecutive years
Ranked 1st in ROI Festival for 13 consecutive years Content creation and effective distribution
Awarded the Agency of The Year 12 times
출처:《The Internet Weekly》
Founded in 1994, current No. 1 digital marketing in China
Achieved RMB 10.5 billion in sales in 2019 (KRW 1.8 trillion)
More than 20 branches Selected as the official agency Listed on Chinese Stock
focusing on major cities in for the 2022 Winter Olympics Market in 2017
China 하이링크 주주
HYLINK AD won various awards in the digital marketing field
Awarded “Best Advertising Agency”
for 11 consecutive years
China 4A Creative Award
China Online Interaction Gold Award
Selected as a member of the Cannes Lions Selected as “Excellent Agency” in export Awarded “Gold Award” in Baidu Agency
International Festival of Creativity voucher business Conference
Published 4 books specializing in digital marketing in China
with unique expertise and know-how of HYLINK
Profile
Over 14 years of digital marketing experience in China
Profile
Employed in No. 1 online marketing company in China, HYLINK Korean branch office
① 2008.02~2014.04 : Established 主城辉商贸有限公司
and operated online shopping mall with K-Beauty items
② 2014.06~2015.12 : Employed in Domestic WeChat Pay Agency, Patuah Co., Ltd. team leader
③ 2016.01~Now : Employed in HYLINK KOREA
-
HYLINK Korea ④ Published “EnterChina only with ‘Nihao’”, Co-author of “China Digital Marketing Trend 2020”
Head of Department 주요강의
Js. Kim
- Give lecture on “Digital Marketing in China” in Korea International Trade Association, Beijing KOTRA,
Amorepacific, Make Shop, Chinatan, Open Cyber University, New Media Campus, CLATTs, Halla Group, etc.
Index. 1. China and overseas medical tourism market analysis
1) Background and necessity
2) Chinese medical tourism market analysis
3) Implications and necessity of region-based segmentation
2. Case analysis of overseas medical tourism in China
1) Case Study – Health checkup in Japan
2) Analysis of consumption patterns of MZ generation
3) Implications for marketing
3. K-Medical Tourism Marketing Trend and Strategy
1) Analysis of medical advertising in China
2) Analysis of K-medical tourism keyword
3) K-Medical Tourism Marketing Direction and Implications post Covid-19,
4. Q&A
Background andand
Background necessity
necessity
Increased potential needs for overseas travel in 2021 becasue of Covid-19
BAIDU INDEX “Travel”, an indirect indicator of consumer interest → Rapidly rising since May 2020
Retaliatory increasesed tourist
Increased interest in travel during COVID-19 pandemic during Natioal Day after Covid-19
COVID-19
5 out of 10 people plan to travel
more after Covid-19 in China
Source: Baidu Index. keyword analysis of “Travel”
Background and necessity
In 2021, an explosive increase in the proportion of overseas travel is foreseeable
The number of Chinese visitors to Korea increased by 16.3% ▲ 31.7% ▲respectively compared to the amount
before SARS/MERS
Chinese Visitors to Korea by Year
9,000,000 31.7% Increase
8,067,722
8,000,000
7,000,000 (MERS)
6,126,865 5,984,170 6,023,021
6,000,000
5,000,000 (THAAD) 4,789,512
4,326,869 4,169,353
4,000,000
2,836,892
3,000,000
2,000,000
16.3% 1,875,157
2,220,196
Increase
(SARS) 896,969 1,068,925 1,167,891 1,342,317 (Covid-19)
627,264 710,243 678,443
1,000,000 539,466 512,768
-
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Source: Statistics of foreign visitor by nationality from KoreaTourism Organization in January 2021
In 2023, the overseas medical tourism market in China is over 14 trillion
won
▶ China's medical tourism 2014~2018 ▲23.8%
2019-2023▲ High growth
China's overseas medicalrate of 20.2%
tourism expected
market size (2014-2023)
100 million (RMB)
Annual growth rate 20.2%
Annual growth rate 23.8%By 2030, China's aging population will reach 240 million / 17% of the total population
▶ Expected surge in medical expenditure due to the acceleration of China's aging population ▲
▶ From 2014 to 2019, medical expenditure per population increased by more than 10% annually ▲
Medical expenditure per population growth rate in China
China's aging population growth rate (2018-2030)
(2014-2019)
Percentage of population over 552019, China's overseas medical tourism surpassed 950,000 people
▶ Average expenditure for China's overseas medical tourism – 50,000 RMB (about 8.5 million won)▲
▶ Intensive treatment purpose is the biggest one, health checkup 28%, infertility treatment 14.6%, plastic surgery 12.2%,
other 4.9%
China's medical tourists (thousand) Intensive treatment
120
40.2%
100
950
830
80
Health checkup 28.0%
600
60 500 Infertility treatment
40 14.6%
20 100
Plastic surgery 12.2%
0
2015 2016 2017 2018 2019
Other 4.9%During the Covid-19, the number of medical consultation increased by 10 times
→ “The Untact era of Medical Counseling”
▶ Health awareness of Chinese who suffered from Covid-19 → Increased universally ▲
▶ Opening of “The Untact Era of Medical Counseling” in China → Getting used to receiving medical services online without reluctance
During Covid-19
10 times increase in number of
consultation
10x↑Clear preference for countries by treatment purpose → Active use of advantages of
medical tourism by country
▶ Segmentation of preferences based on treatment purposes by country → The need to segment medical tourism by
region in Korea ▲
Intensive treatment USA, Switzerland, Germany
Health checkup/plastic
Korea, Japan
Koreanize
Purpose surgery
Long-term care Thailand, Malaysia
Localization
Specific Medicine India (X License in China)
Intensive treatment Seoul/Gyeonggi area
Health checkup/plastic Seoul/Gyeonggi area, Busan,
surgery Daegu, Jeju
Long-term care Gyeonggi, Gangwon, Jeju
Specific Medicine Special Medical ZoneIndex. 1. China and overseas medical tourism market analysis
1) Background and necessity
2) Chinese medical tourism market analysis
3) Implications and necessity of region-based segmentation
2. Case analysis of overseas medical tourism in China
1) Case Study – Health checkup in Japan
2) Analysis of consumption patterns of MZ generation
3) Implications for marketing
3. K-Medical Tourism Marketing Trend and Strategy
1) Analysis of medical advertising in China
2) Analysis of K-medical tourism keyword
3) K-Medical Tourism Marketing Direction and Implications post Covid-19,
4. Q&ANo. 1 country for overseas medical tourism in 2016~2018 →Japan “Health Checkup”
▶ Since 2009, the keyword “Japan Health Checkup” be reflected in the Baidu Index, and search volume surged in 2016-2017 ▲
▶ 2nd place: Korea / USA, Taiwan, Germany, Singapore, Malaysia in order...
2016~ 2017User analysis of keyword “Japan Health Checkup”
▶ Mainly distributed in first-tier cities and Southeast coastal cities
▶ 30s (47%) + 20s (30%) the most / 61% males, 39% females
Jiangsu
Guangdong
Zhejiang
Shandong
Beijing
Shanghai
Sichuan
Henan
Hebei
LiaoningAnalysis of the activeness of “Japan Health Checkup”
▶ Reason 1: High confidence in Japanese medical services and systems (especially in the area of early cancer diagnosis)
▶ Reason 2: Easing the conditions of visa application for Chinese (especially, expanding the multiple-entry visa since 2016)
• Trust in Japanese medical service/system • Easing conditions of visa application for Chinese in 2016
• Advanced early cancer diagnosis • Expansion of multiple-entry visa issuance of 3/ 5 /10 yearsAnalysis of the activeness of “Japan Health Checkup”
▶ Reason 3: Explosive growth of the number of Chinese overseas travelers exceeding 100 million in the last 10 years▲
▶ Reason 4: Mass launch of medical tourism products on OTA sites specializing in travel / Activation of overseas medical brokerage servic
platform
Medical
Growth rate of overseas
OTA brokerage
travelers by year platform
2013 ~ 2018Analysis of the activeness of “Japan Health Checkup”
▶ Reason 5 – The effect of “word-of-mouth marketing” by entrepreneurs such as Ma Yun ▲
▶ Reason 6 – OTA site travel review blog, video content production by Internet celebrity and various digital marketing activities
Wang Shi- Ma Yun-
Mafengwo- Travel Blog Bilibili- Vlog video
Chairman of Vanke Group Founder of Alibaba
• Chinese famous entrepreneurs such as Ma Yun and • Travel review blog marketing through OTA site
Wang Shi conduct health checkups in Japan regularly • Video viral due to Internet celebrity like foreign students
every year. in JapanMZ generation yearn for new things, and prefer excitement such as shopping, culture, and experiences
With the increased MZ generation proportion, various travel styles such as relaxation, activities, and cultural experiences are pursued.
Statistics on the purpose of potential Chinese travelers Age and gender distribution of potential Chinese travelers
Relaxation tourism 67.1%
Age distribution
23.7%
20.5%
Activity 54.8% 16.9%
14.8%
11.7%
8.8%
Cultural experience 37.4%
3.5%
Shopping 36.6%
50
Family trip 33.0% Gender distribution
Business 16.8%
50.6%
Commemorative travel 12.3%
Food Tour 10.8%Needs for travel of Chinese consumers can be easily reviewed through social media channels
Appeal the attractiveness of K-medical tourism through Weibo, WeChat, and Xiao Hongshu SNS channels is required
▶Chinese tourists' overseas travel Chinese SNS application TOP3
information acquisition route
90.0%
80.8%
80.0% 73.7%
70.0%
66.2%
58.0%
60.0% 54.2%
50.0%
46.8%
MAU 3억명
40.0% /월(2019기준)
30.0%
26.4%
Travel related
20.0% content 730 M items 580 M items 6.24 M items
10.0%
0.0%
The main route for Chinese acquisition of overseas travel information is the Internet channel,
Among them, SNS (73.7%) is the most common, second to search engines (80.8%).
Especially, for those 20s and 30s, SNS channels are essentialContinued increase in influence of MZ generation → Live commerce consumption expenditure ▲
▶ The MZ generation populations in China is about 260 million in 2019, and the total consumption expenditure is about 4 trillion yuan
(680 trillion won).
▶ The share of online shopping in total consumion is significantly higher than 80后(34%), 90后(30%), which is 41%
▶High preference for new social media media such as live broadcasting and short clips, high frequency of using live commerce
High interest in diet/healthcare of Chinese MZ generation → Beneficial to attract customers to health checkups and oriental medicine clinics
Chinese MZ generation
population
260 m
Total consumption: 4 trillion RMB
Continuous monitoring of@产业融合创新智库
the MZ generation who is the main force of Chinese market is required
For efficient MZ generation marketing→ Digital marketing is essentialStrategy to attract MZ Generation-Celebrity/Internet celebrity-health checkup
experience-recommendation to familiars/viral spread
Launch K-medical tourism brand (transparent and accurate medical service)
Advanced medical checkup, → Spread of medical service certification system
early cancer diagnosis Utilization of medical brokerage
Utilization of medical brokerage platform, platform, inviting celebrities
OTA review marketing
Ma Yun OTA review marketing
SNS content, digital marketing reinforcement
10timesincreaseinmedicalcounseling,MZgeneration
Online introduction/hold exhibition
Non-face-to-facetelemedicine, live commerce
Non-face-to-facetelemedicine review, Internet
K-medical customer satisfaction + exciting integration
celebrity fam tour
Airport pickup/healthcare/connect with touristIndex. 1. China and overseas medical tourism market analysis
1) Background and necessity
2) Chinese medical tourism market analysis
3) Implications and necessity of region-based segmentation
2. Case analysis of overseas medical tourism in China
1) Case Study – Health checkup in Japan
2) Analysis of consumption patterns of MZ generation
3) Implications for marketing
3. K-Medical Tourism Marketing Trend and Strategy
1) Analysis of medical advertising in China
2) Analysis of K-medical tourism keyword
3) K-Medical Tourism Marketing Direction and Implications post Covid-19,
4. Q&ASuspend of search advertisements and OTA medical advertisements → Restrictions on medical advertisements
▶Advertisements of overseas plastic surgery clinics and health checkup centers cannot be promoted both online/offline without Chinese hospital certification X
▶ Medical tourism products on OTA sites such as Ctrip were all suspended in accordance with Chinese medical management regulations X
•
X
Medical advertisements cannot be promoted on the •
X
Medical tourism products on OTA sites such as Ctrip were
China's 4 major search portal sites without Chinese all suspended in accordance with Chinese medical
hospital certification X management regulations XSuspend of search advertisements and OTA medical advertisements → Establish a medical
advertisement management system
▶ Continuous emergence of plastic surgery specialized brokerage platform, making it possible for overseas hospitals to enter without
Chinese hospital certification
▶ The trend toward specialized platforms in other medical fields such as health checkup, diet, and chemotherapy is foreseeable in the future
China's 3major plastic surgery
brokerage platforms
Ning Meng Ai Mei
Geng Mei 更美 Xin Yang 新氧
柠檬爱美K-Medical Tourism + Digital Marketing in China → Effective Marketing Items
▶ Due to the marketing restrictions of medical advertisements, strategic design of effective marketing items is essential (e.g. SNS +
influencer + video marketing MIX)
▶ KOC/Experience → Experience → Recommend to familiars → SNS viral → Viral spread → A virtuous cycle of visiting K-medical
tourism is essential
Weibo/WeChat/Xiao
SNS Campaign marketing
Hongshu/TikTok
Exposure optimization on top / press
Search Engine Baidu/360/Sogo/Shenma release
Video Video Creation Internet celebrity/KOC video
Media
Medical Portal/Medical Brokerage Connect with tourism product marketing
advertisement
Construction of reverse direct shopping
E-commerce Connect with specific tour products
system
Influencer Fam tour (Visit) Live commerce
KOC/Experience Experiential marketing Recommend to familiars/viral spreadKeyword analysis of 50 domestic reports about K-medical tourism
→ Extraction of marketing keywords
K-prevention, wellness tourism, K-medical tourism brand launch, non-face-to-face telemedicine,
Integrated customer satisfaction service that combines airport pickup/care/tourism,
Connection with local medical institutions and hosting companies
Untact counseling and continuous care with local patients, online briefing sessions/hold exhibitions,
Live fam tour, spread medical service certification system
…K-Medical Tourism + Digital Marketing in China → SNS Fam Tour Design Example
▶ SNS fam tour operation: Internet celebrity marketing + Chinese residents in Korea experience + SNS viral + media
advertisement (Xiao Hongshu/Weibo, etc.)
▶ Connect with local events/marketing selling points, K-medical tourism fam tour planning and social media publicity promotion
Select network celebrity and Chinese Major regional events
Live broadcast/review content
residents in Korea * Point of Interest POI * vitsit
LIVE braodcasting
cultural Local Online
experience specialties festival
Select by content quality and media Theme setting and field experience 12:55
influence about Korea, travel, food, etc. by touristsImportance of marketing integration → SNS fam tour design example
▶ SNS fam tour operation: online celibrity marketing + Chinese residents in Korea experience + SNS viral + media advertisement (Xiao
Hongshu/Weibo, etc.)
▶ KOC/Experience → Experience → Recommend to familiars → SNS viral → Viral spread → Virtuous cycle of visiting K-medical tourism
▶ Relatively free from Chinese medical advertisement legal regulations
Importance of materials
1. K-medical certification
system
SNS marketing Network celebrity
2. Mother's Day marketing Media
→ Mother and daughter -Official account operation advertisement
health checkup -Official video posting -Introduction of K-Medical Xiao
-Network tourism of network celebrity +press
Hongshu/Weibo
celebrity/Experience group -Network celebrity/Experience release
group posting media advertisement
posting
-Beneficial for viral spread utilization
-Retweet spread
Organic communication among these three parties- Related institutions + medical institutions +
agencies Long-term approach rather than an once approach is essential
Compact marketing design favoring the flow of consumer is essentialPress release distributed through China's major media
Information expansion and exposure of K-medical tourism reports in search engine through major media such as People Daily Online,
Phoenix Media, Tencent, etc.
China's major media
Exposure in
China 3
major search
engine
32K-medical tourism activating plan → Player/role systematization
▶ Detailed and compact role allocation based on the identity and purpose and systemization operating is essential
▶ Case Study: Refer to the export voucher project, part of the government support project
Government
Launch K-medical tourism brand Non-face-to-face remote treatment
institution
Management
Establish K-medical tourism system Online briefing session/exhibition
institution
Tourism institution Support K-medical tourism activation Customer satisfaction integrated service
Medical Services
Medical institution
Transparency/Enhancement
Untact counseling and continuous care Operating
monitering
Municipality Connection with hosting companies Medical service certification system
Agency Marketing/PR Live fam tour
Hosting institution Overseas network/attractionK-medical tourism activating plan → Player/role systematization
▶ Detailed and compact role allocation based on the identity and purpose and systemization operating is essential
▶ Case Study: Refer to the export voucher project, part of the government support project
Government
institution
Management
institution
Tourism institution
Medical institution
Municipality
Agency
…
Hosting institution
…Implications for Marketing Strategy of K-Medical Tourism post Covid-19 ▶Impossible to promote both online and offline without Chinese hospital certification X ▶Medical tourism products on OTA sites such as Ctrip were all suspended in accordance with Chinese medical management regulations ▶ Actively utilize medical brokerage platform is essential ▶ Effective marketing platform → Effective and detailed marketing design such as SNS operation, content marketing, network celebrity (influencer) marketing, KOC experience reviews, video postings, press release, etc. ▶ In-depth research and implementation plan established through keywords extracted from domestic media release ▶ K-medial tourism strategy considering the marketing integration is essential ▶ K-medical tourism Player/role systematization→ Efficient allocation of overlapping roles/budgets → Secure expertise by institution/role→ Implement more efficient and better medical services → Improve customer satisfaction with K-medical tourism → Activate K-medical tourism globally
Index. 1. China and overseas medical tourism market analysis
1) Background and necessity
2) Chinese medical tourism market analysis
3) Implications and necessity of region-based segmentation
2. Case analysis of overseas medical tourism in China
1) Case Study – Health checkup in Japan
2) Analysis of consumption patterns of MZ generation
3) Implications for marketing
3. K-Medical Tourism Marketing Trend and Strategy
1) Analysis of medical advertising in China
2) Analysis of K-medical tourism keyword
3) K-Medical Tourism Marketing Direction and Implications post Covid-19,
4. Q&AK-Medical Tourism Q&A Q1: Which marketing is the most important among Chinese hospital marketing? ▶ Diligent to basics / Improving domestic customer satisfaction is most effective way. Q2: How much should the budget be? ▶ Case by Case. It depends on the proportion of foreigners and sales volume. Q3: What should I do for marketing in China when we are scarce of Chinese experts? ▶ Overseas marketing team could be formed by hospital. Hence, it is essential to structural systemize player/role Q4: How to systemize player/roles as you mentioned? ▶ Since the interest relationships among various institutions are complicated, a long-term approach from a macro perspective is essential
Thank you for listening!
By HYLINK KOREA Inc.
2020.02.05You can also read
