Promotion of medical center services. ​14 ideas for promoting a medical center

Forbidden:

• use the image of medical workers;
• advertise medical services for abortion;
• use references to specific cases of cure for diseases, improvement of human health as a result of the use of the object of advertising;
• to express gratitude to individuals in connection with the use of the advertised object;
• State or assume that consumers of advertising have certain diseases or health disorders.

If we highlight the most common mistakes, then in most cases the wrong pictures are chosen for teasers and banners.

Website

According to the requirement of the Ministry of Health, each medical organization must have a website.

Appendix No. 1 to Order 956n states that on official websites medical organizations There must be reviews, working specialists, contacts, rights and responsibilities of patients, contacts of regulatory authorities, etc.

It is also necessary to comply with the law on personal data. To do this you need:

• Add a policy regarding personal data (PD) to the website.
• Send data from all forms only if you agree to the processing of personal data.
• Prepare internal documents on data storage.
• Send a notification to Roskomnadzor that your company is a PD operator.

Telemedicine

The entire year 2017 was filled with news about telemedicine. On July 29, 2017, the term “telemedicine” appeared in the legislation, which provided clarification regarding remote consultations and electronic medical documents. The law came into force on January 1, 2018, but left many unclear points.

For medical centers, this law provides new opportunities to attract patients. Now the patient does not have to come for a second consultation or go to the clinic with a simple problem. You can do everything remotely, even write out a prescription for some types of medications. With the right organization, modern clinics can use this as an advantage.

However, there is also a negative effect. Clinics have many non-core competitors who are ready to work as a marketplace or virtual clinics. Yandex, Sberbank, MTS, Doc+, Doctor at Work, Pediatr24/7 and many others began to actively attract doctors for remote consultations and promote their services. Particular competition will come from services positioning themselves as a virtual clinic. These companies operate under a medical license and employ doctors. For example, Yandex.Health plans to become such a company.

Advertising channels

Search engine promotion (seo)

Last year, we saw many clinic managers abandoning this channel due to cost and unpredictability. However, it is one of the highest converting channels. With proper promotion, you can significantly increase the number of patients and increase website conversion. Especially in regions where competition is not yet so high.

On average, the conversion rate for our clients was 8-10%. Which is generally a good indicator.

I recommend paying attention to the semantics and usability of the site. Semantic core it is better to expand not only targeted queries by type<направление-город>or<врач-город>, but also queries related to symptoms and diseases.

Contextual advertising

Yandex

You can use search networks and YAN. However, it is worth noting that such a popular tool as retargeting is prohibited in Yandex for medical services.

A few tips to save your budget:

1. Show ads based on geotargeting (near the clinic).
2. If you do not have a diagnostic center, then it is better to exclude ultrasound advertising. It eats up most of the budget and has low conversion.
3. Indicate the address/district/metro in the ad.
4. Please indicate the cost of the service.
5. Indicate promotions in ads or additional links.

Google

• Hashtags

They gained new popularity when it became possible to subscribe to them. Create your own stories for hashtags and launch them among your subscribers. Or you can launch your own special project using popular tags.

• Stories

Instagram stories appeared several years ago, but have already gained great popularity. The essence of stories is to publish photos or short videos from life, which are deleted after 24 hours. By design, this functionality reveals details everyday life, and only high-quality content remains in the main feed.

• Live broadcast

In essence, this is an analogue of a webinar. The clinic doctor turns on the camera and talks about the disease or prevention in live. Anyone can connect to the broadcast at any time. If you pre-announce a live broadcast among subscribers, you can increase your reach.

VKontakte

• Promoting community posts

Considering that Facebook this year announced a reduction in the visibility of posts from the community to 2% in the main feed, promotion is becoming more of a necessity.

You can use pictures, text and video. Promote the most interesting publications with a link to the site.

MyTarget

• Classmates
• My World
• Mail.ru and partner sites

YouTube

This is the most popular video service in the world, which is gradually turning into a new social network. The video is rapidly gaining popularity every year. If you believe the statistics, for the younger generation (under 25 years old) video is becoming a priority over text. That’s why video bloggers are so popular now.

• Google Display Network

• Blogger Sponsorship

Competition in the commercial healthcare industry continues to increase every month. While in the West the private medicine market is already well established, in Russia this market is still developing. In many cities, competition 3-5 years ago was very low, while today it is becoming much stronger: multidisciplinary clinics and dentistry are opening every year. All this causes an outflow of patients from clinics that were open for 5-10 years and did not feel competition, and therefore did not develop professionally. The service of such clinics makes one wish for the best, because taking care of patients was not necessary, because patients had no choice.

Today the situation has changed dramatically. Those clinics that worked on sarafan feel a shortage of patients, while new clinics, literally in 1 year, receive such an influx of new patients that they do not have time to serve, and therefore, despite the prices, queues line up at them like in state clinics. But there are also unfortunate cases when a new clinic has so few patients that financial difficulties force the owners to either sell the clinic or close it.

Let's figure out what this is connected with!

In what cases does a clinic face failure and closure due to a lack of patients?

1. When the clinic does not have a competitive advantage. Typically, such clinics employ new doctors who have just graduated from university. Usually people try not to go to such clinics, because patients are sure that graduate doctors do not have enough experience to provide quality treatment.

2. When the clinic has a limited range of services.

The trends of modern private medicine are the development of multidisciplinary clinics. Patients prefer to receive services in a one-stop shop.

3. The clinic is located in a non-residential area.

It is advisable to open a clinic either in a residential area within walking distance, or in the city center, where many patients can come during their lunch break or after taking 1-2 hours off from work. No one will go to a clinic that is located in a remote area of ​​the city unless it is equipped with the most modern equipment and the best specialists in the city. But this happens extremely rarely! That's why - choose the right place, even if buying or renting such real estate will be 2-3 times more expensive!

Yes, in modern trends in the development of private medicine, it is no longer possible to do without competent marketing. A sundress can only work if you can attract professional doctors with a huge patient base. Only in this case can you count on a rapid influx of patients.

5, The clinic does not have a high-quality website with detailed description prices, services and benefits.

Nobody wants to go to that clinic about which little is known, even if this clinic is located in the very Center of the city. Patients must understand that it is in your clinic that they will be helped to regain and maintain their health! A corporate website for a clinic/dentistry is one of those tools that can help in development (if the site is developed by professionals), or vice versa, cause a negative attitude (if the site was created by a student “on the knee”).

Check out which reports that in modern world 80% of patients search for information about the clinic on the Internet. Decide for yourself what kind of website you need.

Social networks make it possible to form an image of a clinic, because with a large number of participants in a group, patients have the opinion that this clinic provides good treatment. Yes, it’s a paradox to think so, but it’s a fact! Also, through social networks, successful clinics maintain constant communication with patients, which also has a positive effect on patients’ attitudes towards such clinics. Patients feel the care and openness of the medical center.

How to promote a clinic quickly?

1. Before opening a clinic, you must create a “road map” and strictly follow it. If you have not drawn up a development plan, then be prepared for a large number of mistakes and spending millions of rubles on these mistakes.

2. Think over a promotion strategy. Without drawing it up, you will not be able to predict the budget for development and patient attraction. As a result, you will rush from one agency to another (from the cheapest prices to the most expensive), trying to find exactly those who can help you. But it happens that after such ordeals, the budget completely runs out and there is no money left for development, which leads to the closure of the clinic.

3. Start developing a website and launching groups in social networks 2-3 months before the opening, and not after, because 2-3 months is the period that will be required to develop and start promoting the site. By taking care of this issue in advance, you will have everything ready by the opening day and patients will be able to not only see your sign, but also get acquainted with all the advantages of your medical center/dentistry on the Internet. Also, advertising on radio and TV will make money many times more efficiently, because viewers, after watching a video, usually go to the Internet to watch more detailed information about the clinic.

4. Choose TV promotion channels wisely.

We had a client who, before contacting us, ran ads on TNT for 2 months, counting on attracting young people from 22 to 30 years old, spending 250,000 rubles per month on this marketing channel. If this budget had been invested in social networks, then 200,000 would have paid for itself many times over. The client did not get such a result on TV and complained about it for a long time.

5. Use an integrated approach to promotion.

Never limit yourself to 1-2 channels for attracting patients, because more the channels used allow us to achieve a synergy effect. Each channel begins to work more efficiently.

6. Test new channels and abandon ineffective ones.

Very often, clinic managers and marketers use channels that do not justify the investment, hoping that sooner or later it will start working.

7. Keep statistics on each channel for attracting patients.

Without reference detailed statistics you won’t be able to understand which channel works most effectively and which one just sucks money. Yes, if you have a large marketing budget and you are working not only to attract clients, but also to improve your image, then the principle “the more the merrier” is completely justified. But even in this case, you need to use these tools wisely.

8. Train your staff

You can often see that a manager invests money in equipment, professional doctors, advertising, but forgets about training the staff who work with patients before transferring them to a specialist. As a result, you don't even understand why patients don't return to your clinic, even though you took care of almost everything to make the patient healthy and happy.

9. Introduce a control system

Without monitoring the work of the clinic, you will not be able to organize its effective work.

From the editor

The marketing mix differs from industry to industry.

The point is not that b2c sales of residential real estate have fundamentally different promotion tools compared, for example, to b2b production of gas equipment. The tools are, by and large, the same.

The difference is in the features of application and emphasis. Understanding this difference is industry experience, which allows you to achieve the same goals for less money or reach new heights with the same money.

Medical topics stand apart in this context. This is a sensitive area and if you do something wrong, the negativity will grow quickly. Here, experience is critical in order not only to make money, but also to avoid getting into an unpleasant situation.

Today Andrey Borisov, head of our marketing competence center “Medicine and Equipment”, talks about the nuances and tools for promoting medical clinics in Moscow.

Instead of a preface

The experience we have accumulated is specific. We work with medical leaders in the capital (MEDSI, INVITRO, Doctor Nearby, SM-Clinic) and promote them only in Moscow. And although the tools we have described are universal, other regions and other business formats will leave their mark on your marketing plan. In any case, this can only be known through experience. Experiment!

Target audience (TA): for whom are we trying?

No matter how fashionable the marketing model you use is and no matter what foreign abbreviation you call it, you still need to start with a definition target audience.

Answer the questions:

Who are your clients?

What are they looking for?

Where do they live?

In the case of network clinic with good geo coverage(this is when there are many branches and they are located in several districts of the city) the generalized portrait of the client is as follows: “Working men and women 22+ with an income above average.” People with below-average incomes do not go to paid clinics in Moscow (and this is one of those indicators that will differ from region to region). For the client separate clinic we are seeing different distinctive features: these are people (to a greater extent) living and (to a lesser extent) working in the area of ​​the clinic.

Please note, clients. private clinic are divided into two streams: paying clients and clients under VHI policies. The marketing department usually solves the problem of attracting the first type of customers. They will be discussed below.

Competitors: who is participating in the race?

Having drawn up a detailed portrait of your target audience, start studying competitors. Thoroughly know the strengths and weaknesses those with whom you will have to compete for audience and profit is no less important than knowing your own advantages and disadvantages.

Studying competitors should start with correctly identifying them. Often an individual clinic compares itself with a chain clinic. This is not true: we have already determined above that they have different target audiences, and therefore different promotion strategies. Mistakes at this stage lead to poor strategic decisions regarding the entire business and marketing plan. We will not dwell on the destructiveness of such decisions. It’s better to repeat that:

competitors of a network clinic - other network clinics;

competitors of an individual clinic are multidisciplinary and specialized clinics located nearby (dentistry, gynecology, etc.).

Unique Selling Proposition: Know Yourself

After studying your competitors, critically answer the question: What am I offering?

Consider your product from all sides, honestly indicating for yourself all the advantages and, no less important, the disadvantages.

How much do you cover demand relative to your competitors? How are doctors distributed among your clinics?

There are often situations when one clinic has all the specialists, and another has two or three visiting doctors who only see patients for a couple of hours several days a week. In such a clinic conversion will be lower than competitors and than the network average.

Pay attention! Research competitor clinics. Perhaps a popular doctor with good reviews and a large customer base. In this case, it is easier to transfer the doctor to a branch in another area, where competition is lower, than to try to compete with a doctor with a loyal base.

At the stage of studying competitors, it is necessary compare prices. In the face of falling income pricing policy extremely important. But use the prices on the website carefully! On the one hand, indicating competitive prices for services increases conversion. On the other hand, if no one in the region indicates prices, then it is better not to indicate them either, otherwise you will lose calls. If your competitors' prices are lower than yours, also refrain from listing prices. In this case, provided there is a professional call center, there is still a chance to convert calls into applications.

Mini-case 1. With or without prices?

We analyzed conversion from landing pages for gastroenterology and ophthalmology services. In the first case, the clinic’s price was on par with its competitors (almost all competitors indicate prices), in the second, it was higher than its competitors. In the test, we launched pages and, accordingly, ads in advertising campaigns with and without prices. The results of the campaigns are presented in the table.

The conclusion here is obvious: good price- indicate; high - no.

Attraction: Divide and Heal

This completes the preparatory stage. You know your customers (future or existing), your product, its strengths and weaknesses, your competitors, their advantages and disadvantages. The only thing that needs to be done is to attract customers. But yours The target audience is heterogeneous(it is always heterogeneous). And using any one tool, you absolutely will not be able to cover it all. What to do? Segment.

Clients of medical institutions, as well as consumers of the vast majority of services, are divided into primary And secondary. And here we have a standard task: to attract as many primary customers as possible at the lowest possible price, reduce the period between requests from repeat customers and increase the average check at all stages.

Pay attention! We have already written in detail about. In the medical field, it is vital, as in any other modern business. From experience, we note that clinics often have problems with CRM: either it does not exist, or there is no uniform one in clinics of the same network. This complicates the collection and processing of data, and therefore the analysis of results and identification of problems. Consider installing unified CRM, connecting the entire business, even at the stage of planning a business or launching a marketing company.

Attraction: go towards those who are coming your way

The most effective channel that gives quick results for attracting new customers is, of course, contextual advertising. But in medical matters this is difficult . Medical advertising in Google AdWords prohibited. There is a small chance of passing moderation the nth time if you write a general text without specifying specialists (gynecologist, urologist) and the names of services (ultrasound, ECG). It is impossible to guarantee the launch of a campaign in such conditions. Therefore, the main traffic in the context of medical topics comes from Yandex.Direct, which for this industry is also limited by the prohibition of behavioral targeting and the lack of geotargeting by city districts.

Media context perfectly complements contextual advertising: a banner located on the right in the search results on Yandex. A banner has a positive effect on conversion from the channel: it grows, and accordingly the cost of access falls. From the banner itself, the price of circulation is higher than from an ad on the context, but do not forget about the image effect of such placement.

Pay attention! To launch a media context, a minimum of 700,000 impressions per month is required. You can only promote popular areas: radiology, gynecology, dentistry.

Mini-case 2. How to make an attractive display banner? Part 1

During the prosthetics campaign other things being equal we tested several Yandex media-contextual banners: with animation (left), with text (middle), with a static image.

In this particular case, the main KPI was CTR. Evaluating effectiveness by CTR is not always correct, but here it is quite suitable, since the conversion of the site into hits and the bounce rate as an alternative quality metric were comparable.

The winner was a banner with a small animation, which had a CTR of 0.7%. The text sentence performed worst of all - 0.2%. This example is not intended to give a specific recommendation - make banners with little animation. Its purpose is to show that options need to be tested.

Mini-case 3. How to make an attractive media banner? Part 2

Another advertising campaign was on neuroscience. Here the test was about indicating the cost of the service with a discount. Three options: only new price, discount percentage and both indicators. The performance indicator for previous reservations was again CTR.

As a result: a banner with only a price (0.7%) performs poorly. If the discount is significant, then it must be indicated (1,2-1,3%).

The medical industry also has such a convenient tool as purchasing leads from portals. The cost of a lead is much lower than in context, although the number of leads directly depends on the fame and popularity of the doctor. Examples of such sites: DocDoc.ru, Prodoctorov.ru, Lookmedbook.ru.

Programmatic gives good results in this direction. We work with AdWords And Yandex.Auction: there good audiences and a proven result that works for pent-up demand. The systems do not have behavioral targeting, which means we can show our advertising message on network sites only for the general interest “health,” which suits us quite well for this task.

Contextual advertising: divide and heal again

Despite the high competition in the topic, setting up contextual advertising and correct separation requests results in acceptable results.

We have developed our own algorithm for dividing requests into groups, which is convenient to work with. The algorithm differs for network and individual clinics.

For network clinics, we identify the following groups of requests:

General queries like “Moscow clinics”.

The name of the clinic in various spellings is “SuperClinic”, “SuperClinic”.

Directions - “gynecology”, “dentistry”, “surgery”.

Full name of the doctors - “doctor V.I. Petrov”, “surgeon Vladimir Petrov”.

Each group also has its own hierarchy. We are moving along a classic funnel, from demand generation to conversion:

Brand queries: “Surgeon Superclinic”.

Queries from which it is clear that a person is willing to pay for services “surgeon price”, “surgeon for a fee”, “surgeon how much”.

And requests from which it is clear that the person is already ready to make an appointment, is looking for you or a clinic in your area: “Timiryazevskaya surgeon”, “make an appointment with a surgeon”.

For individual clinics you have to make do only brand queries, personal requests using the full names of doctors and requests in areas with mandatory georeferencing. That is, it is “surgeon + area (large streets, metro stations, etc.).” The remaining requests either do not bring clicks or have zero conversion, since a person will not go to the other side of the city to the hospital.

Pay attention! If your clinic works with patients under VHI, then for branded requests a large proportion of people will come under an agreement with the insurance company. If a person has it written in his MEDSI policy, then according to advertising, in first place in search results or by direct entry the person will still come to MEDSI.

IN marketing strategies Brand campaigns must be included, but for large clinics this is a noticeable part of the budget. Experiment and decide for yourself, based on your own goals. To quickly determine whether clients come to you in cash or with VHI policies, listen to calls received through a brand campaign.

Conversion on the website: prepare for the meeting

Pay attention! By the time contextual advertising is launched, the site must be 100% ready. We hope you know this and have placed this point here solely within the framework of the chosen text structure.

The required minimum qualities of a modern website for a clinic:

1. Adaptability. In medical topics today, from 40 to 60% of traffic comes from mobile devices. Search engines sites that are not adapted are demoted in mobile search results. Just imagine the flow of customers you are losing if your website is not adapted for display on tablets and phones.

2. Very noticeable phone number. The telephone leads in the number of calls - more than 90% of requests from the clinic are received from calls. Make sure that you don’t have to search for the number for a long time.

3. Doctors' profiles. It is important that the site provides comprehensive information about its doctors: where they studied and practiced, specialization, awards, additional education, experience, publications. Keep your information current and update it on time. For many clients, this information is critically important when choosing a clinic.

4. Texts. Sometimes doctors themselves write texts for clinic websites, but they should be written by marketers with medical education or experience in the field. As a last resort, they should definitely work on the text authored by the doctor. Ruthlessly cut out intimidating medical terms and formulations such as: “a urologist performs a digital examination” or “during the anesthesia process, you are injected with a drug that makes...”. These are real examples from practice. Believe me, neither current nor future clients want to be so scared before going to the doctor. Write in simple language , be friendly and focus on the benefits. Don't forget to make a page for each of your services and provide it with a brief advertising description. It should be clear from the text what the procedure is: what awaits the person in the process, how to prepare for the procedure, how much time it will take and costs money (if the competitive situation in the region allows you to directly indicate prices on the website).

5. Landing pages. If you are planning a significant advertising campaign, then you should think about creating a landing page, even if the service is already described on your website. On such a page, the emphasis should be on the phone number and the registration form next to the prices.

An example of a landing page in the context of a website

SEO: optimize in moderation

The presence of a website is firmly associated with the need for its SEO promotion. Can't argue with that. But, in our experience, SEO is only effective when promoting clinics with good geo coverage.

Suppose you have three points in Moscow, and your competitor has 20. A visitor came to you with the request “gynecologist in Moscow.” The likelihood that a visitor will be near you and make an appointment is extremely low. No conversion occurs. And what’s even worse is that the visitor immediately leaves the site. Behavioral factors deteriorate. Search engines discard the site to the bottom of the results. Search engine promotion does not bring the customer the expected results.

In addition, in search results on medical topics in Moscow, competition is between clinics and between information resources. The issue is clogged and it is quite difficult to advance. For a young site, results at significant costs may not appear soon.

No, we do not encourage you to abandon SEO optimization of your website. In any case, your resource must meet the requirements of search engines. But don't expect stunning results from this tool. And at least initially put maximum effort where maximum results are most likely.

And we repeat, our experience is based on moving around Moscow. It is likely that in other cities there is less competition in dispensing, and the territorial location of the clinic does not play such a decisive role.

Retention: let's be friends long and often

You attracted customers from context and even converted someone from search. How to turn them into regular customers? Not so difficult if you are attentive, caring, neat and professional. Think about your clients, think like the client, think two steps ahead and offer more than the client expected to receive.

The very first step towards becoming your client's best friend is personalized offers and convenient service. Of course we're talking about O E-mail and SMS marketing. Basically, these are trigger mailings (usually SMS) - confirmation of an appointment, a reminder of an appointment one day before, three hours before, a message about the readiness of test results, etc.

Conduct surveys by mail about the quality of services provided, send information articles about health. Remind them to undergo an examination if the client has not seen a doctor for a year. Send a reminder to have your dental implants cleaned or have a preventive examination.

Pay attention! Be extremely careful with personal mailings in specific areas of medicine. Compose letters and SMS correctly. Please note that they can be read by a stranger. Don't let your client down.

Email and SMS marketing deliver good customer retention results. But more often, clinics send mailings on a residual basis: they send only trigger messages and do not send personalized invitations. Usually there is no specialist in the clinic itself who could do this. And clinics are afraid to send newsletters to agencies because of the privacy of the stored data. The situation is complicated by the lack of a unified CRM system, as we wrote about earlier. Nevertheless, the results of such work can be impressive.

Reputation: we are actually the best

Medicine is a competitive environment. Therefore, creating and maintaining an image is not the least important task. The difficulty is that it needs to be carried out simultaneously through a large number of channels, and it is difficult to measure and evaluate the results of the actions taken.

The necessary minimum, which absolutely cannot be avoided, is monitoring reviews and working with negativity. Unfortunately, usually the larger the clinic, the more information about it negative reviews. And not because this hospital is bad, but because people are much more willing to share negativity. And they do this mainly on industry portals. In the reviews that go to the clinic itself, there is usually a 50/50 negative and positive ratio. Therefore, forums and resources need to be constantly monitored and negativity dealt with immediately.

Motivate people to leave positive reviews. From experience, patients usually thank doctors personally. Nobody writes: “Thank you to the Clinic for having excellent interiors and an electronic queue.” But such reviews can be found on medical portals. This is the result of work to create artificial positivity. Don't follow this bad example.

It’s better to direct your efforts and funds to high-quality PR and SMM. Write and post high-quality professional articles, shoot videos and conduct interviews with doctors. Provide potential clients with information of interest directly from experts. Conduct joint promotions with bloggers.

Works very well consultation with specialists on the forum, in groups on social networks. If the clinic has a full-time doctor who currently has few clients, assign him to consult and develop his base while there are no appointments. We have an internal case where, while consulting on the portal, a new doctor gained a decent client base in 3 weeks.

Try to be everywhere and tell and remind about yourself not only to those who are looking for a doctor in at the moment . Your task is to develop a strong associative connection: I need a doctor - I need to go to the “Super Clinic”.

Minimum, optimal and maximum sets of tools for a multidisciplinary clinic website

The same for a non-network clinic.

Toolkit for a non-chain clinic

We hope that we have proven that everything is not so difficult if you approach the matter systematically and know the features of the industry, which we have already talked about. Some questions remained outside the brackets: the work of the call center and reception; quality of services, medical ethics, selling skills of doctors; offline marketing (outdoor advertising, radio and TV, souvenirs, events, etc.) We will cover these issues in the next post on the topic.

If you have any questions, be sure to ask them in the comments.

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Medical services are not the simplest product. Competition is very high, and in the struggle for clients, many medical centers have created public pages on Facebook and VKontakte to inform visitors about new services. The Ashmanov and Partners company conducted a study of this market and found that the effectiveness of many medical centers on social networks leaves much to be desired.

Publications in many clinic groups do not imply a backlash, and user questions asked in the comments remain unanswered.

Main problems

Here are the most typical problems, some of which are inherent even in large chains of clinics with large marketing budgets.

Separately, we studied what raises the most questions among the target audience when choosing which clinic to go to. The most common difficulties encountered are:

• It is not clear how the clinics differ from each other.
• It is difficult to figure out which is better - a public clinic or a private one.
• There is too much conflicting information in reviews due to competition wars.

This suggests that medical centers have not yet realized their full potential in building and promoting their brands. Therefore, the factors listed above should be taken into account not only when preparing content, but also when developing positioning.