In recent years, with the increasing demand of the public for appearance management and personalized image, the medical beauty industry has developed rapidly, gradually transforming from elitism to popularization. As an institution specializing in medical beauty services, Jie Xika Medical Beauty Hospital has demonstrated strong systematic and professional levels in project setting, technology application and service management. Starting from the project pricing system of the hospital, this article explores the current operating mechanism of medical beauty institutions in market pricing and service models and its impact on consumer behavior.
1. Analysis of the project structure of Jiexika Medical Cosmetology Hospital
The services of Jiexika Medical Cosmetology Hospital cover multiple areas including plastic surgery, skin management, injectable micro-plastic surgery, body shaping and intimate care, showing diversified and hierarchical characteristics to meet the different consumer levels and personalized aesthetic needs.
1. Plastic surgery projects
This category includes eye plastic surgery, nose plastic surgery, breast plastic surgery, facial contour adjustment and liposuction, etc. The price is set based on the technical difficulty, operation duration, physician qualifications and postoperative services as core reference factors. For example, eye plastic surgery is divided into three price levels: basic, standard and customized according to the surgical method and the degree of repair. The price range is roughly between several thousand and 20,000 yuan.
2. Injection projects
Injection projects are currently the most popular light medical beauty method, mainly including hyaluronic acid filling, collagen injection, and the use of anti-aging and repair products. The pricing of this type of project generally adopts the "single-unit pricing" or "treatment course pricing" method. Depending on the dosage form, concentration and maintenance period, the price ranges from thousands to tens of thousands of yuan. The injection operation is performed by professional doctors, supplemented by preoperative evaluation and postoperative follow-up services.
3. Skin beauty and anti-aging projects
Skin management projects include fruit acid peeling, photorejuvenation, fractional laser, skin repair management, etc. Such projects show a "treatment + personalization" trend. The single price is between 300-1500 yuan. If a package combination is used, the price will fluctuate according to the treatment cycle and equipment type. The common price range is between 3000 and 10,000 yuan.
4. Body shaping and intimate care projects
This type of project has gradually become popular in recent years. It mainly includes local radio frequency lipolysis, postpartum repair management, private laser care, etc. The projects mostly use high-frequency energy instruments, combined with personalized assessment and periodic management. The price setting is mostly presented in the form of packages, and the cost of a single operation ranges from 800 yuan to 3,000 yuan.
2. The formation logic of the pricing system and market strategy
1. Cost structure affects pricing strategy
Jiexika Medical Beauty Hospital has a clear cost-oriented principle in project pricing, including equipment costs, consumables costs, doctor labor costs and postoperative service costs. For example, projects based on imported medical equipment are generally priced higher; while basic care projects present a more affordable price range to expand customer coverage.
2. Tiered pricing to match customer structure
By setting up a combination of basic, customized and high-end projects, the hospital can effectively cover different consumption levels. For example, for rhinoplasty, the primary version focuses on appearance modification, while the advanced version integrates pre-operative 3D simulation, post-operative customized care and other services, thus forming a differentiated pricing strategy to meet the needs of different customers.
3. Periodic packages stimulate repeat purchases
In skin beauty and repair projects, hospitals generally adopt treatment package pricing, such as "6-times photon project", "3-times laser project", etc. This strategy is not only conducive to the sustainability of customer effects, but also can improve customer stickiness and drive subsequent consultation and consumption of other projects.
3. Customer Behavior and Price Sensitivity Analysis
1. Consumers are concerned about the cost-effectiveness and security of the project
Surveys show that most customers consider "price transparency", "service guarantee" and "post-operative effect" as core reference factors when choosing medical beauty services. Therefore, Jie Xika Medical Beauty Hospital emphasizes the disclosure of project details, the display of pre- and post-operative photos, and the introduction of operator qualifications on its official website and in-hospital consultations to enhance customer trust.
2. Female customers are the core consumers, and the age structure tends to be younger
Women aged 20-40 constitute the main consumer group, especially urban white-collar workers and working women, who have high expectations for appearance management. This group has a strong consumer awareness, attaches importance to cost-effectiveness and technical service experience, and tends to choose periodic, non-invasive projects to maintain facial and body condition.
3. Word-of-mouth communication and repurchase rate determine the hospital's customer retention ability
High-quality customer service, post-operative management, and establishing a trust mechanism with customers have become the key factors influencing customer repurchase and recommendations. Jiexi Card has effectively improved customer stickiness and repurchase rate by setting up customer-exclusive consulting consultants, post-operative follow-up mechanisms, and a member points system.
IV. The implications of pricing strategies for industry standardization
Jiexika Medical Cosmetology Hospital has demonstrated systematicity and scientificity in its project price construction, which has great reference significance for the development of the industry:
A transparent pricing system helps the industry to operate in a standardized manner . Through standardized pricing and service disclosure mechanisms, it can reduce information asymmetry and improve customer decision-making efficiency.
Personalized project portfolio and tiered pricing structure to meet diverse consumer demands are the core ways to achieve differentiated competition.
Cycle packages and membership service mechanisms can enhance customer lifetime value and are key paths for medical beauty institutions to improve their operational quality in the future.
Beauty Encyclopedia Tips:
When choosing medical cosmetic services, consumers are advised to reasonably evaluate the necessity and applicability of the project based on their own needs, financial capabilities and physical conditions, avoid blindly following consumption, and choose institutions with formal medical qualifications, sound service systems and experienced doctors. They should pay attention to pre-operative communication and post-operative recovery. At the same time, they should maintain a rational aesthetic, recognize the boundaries of medical cosmetics, and regard medical cosmetics as part of self-management rather than a source of anxiety.