How to promote medical services. ​14 ideas for promoting a medical center

There are many private medical centers, the competition between them is strong, and everything is complicated by the fact that the most effective advertising strategies of yesterday may not work today. What to do? How to promote? Where to start? Read about it in our article.

The first 4 steps before starting any campaign

In marketing, the main thing is to be as conscious as possible, to take actions not at random, because “it is written in the book”, but with a full understanding of what is happening. I'm running this ad because it worked last year, and this ad because it's new and I want to see if it works for my company.

Go through the checklist "what you need to do before you start developing a campaign":

1. establish the target audience and learn all about its interests, concerns and wishes;
2. study advertising media, their advantages and disadvantages, "pitfalls";
3. choose the most suitable for medical center;
4. sit down and write a complete strategy that will take everything into account.

You will have to deal with the first point on your own, because this is your target audience, and no one knows more about it than you. But we will help with advertising media - we talk about what media can work for advertising a medical center.

Examples of advertising media

Internet , especially banners on specialized resources, an account of the center or doctors of the center on a forum about medicine, pages in in social networks, full-fledged SEO promotion - search results, contextual advertising and much more. Part of the advertising budget must be given to the Internet, unless, of course, your medical center specializes in helping very elderly people who do not use the Internet at all (although even in this situation children or grandchildren can use it). The presence on the Internet not only helps in promotion, but also strengthens the brand, works to create a trustworthy reputation, to develop customer loyalty through relevant assistance.

1. Terms and definitions In this agreement on the processing of personal data (hereinafter referred to as the Agreement), the following terms have the following definitions: Operator - IP Dneprovskiy Oleg Alexandrovich. Acceptance of the Agreement - full and unconditional acceptance of all the terms of the Agreement by sending and processing personal data. Personal data - information entered by the User (subject of personal data) on the site and directly or indirectly related to this User. User - any individual or entity, which successfully completed the procedure for filling in the input fields on the site. Filling in the input fields - the procedure for sending the User's name, surname, phone number, personal address Email(hereinafter - Personal Data) to the database of registered users of the site, produced in order to identify the User. As a result of filling in the input fields, personal data is sent to the Operator's database. Filling in the input fields is voluntary. site - a site hosted on the Internet and consisting of one page. 2. General provisions 2.1. This Agreement is based on the requirements federal law dated July 27, 2006 No. 152-FZ “On personal data” and the provisions of Article 13.11 on “Violation of the law Russian Federation in the field of personal data” of the Code of Administrative Offenses of the Russian Federation and applies to all personal data that the Operator can receive about the User while using the Site. 2.2. Filling in the input fields by the User on the Site means the User's unconditional consent to all the terms of this Agreement (Acceptance of the Agreement). In case of disagreement with these conditions, the User does not fill in the input fields on the Site. 2.3. The User's consent to the provision of personal data to the Operator and their processing by the Operator is valid until the termination of the Operator's activities or until the withdrawal of consent by the User. By accepting this Agreement, and having passed the Registration procedure, as well as making subsequent access to the Site, the User confirms that he, acting of his own free will and in his own interest, transfers his personal data for processing to the Operator and agrees to their processing. The User is notified that the processing of his personal data will be carried out by the Operator on the basis of Federal Law No. 152-FZ of July 27, 2006 “On Personal Data”. 3. List of personal data and other information about the user to be transferred to the Operator 3.1. When using the Operator's Website, the User provides the following personal data: 3.1.1. Reliable personal information that the User provides about himself when Filling in the input fields and / or in the process of using the services of the Site, including last name, first name, patronymic, phone number (home or mobile), personal e-mail address. 3.1.2. Data that is automatically transmitted to the services of the Site in the process of their use using the software installed on the User's device, including IP address, information from Cookies, information about the User's browser (or other program that accesses the services). 3.2. The Operator does not verify the accuracy of personal data provided by the User. At the same time, the Operator proceeds from the fact that the User provides reliable and sufficient personal information on the issues proposed in the Input Fields. 4. Purposes, rules for the collection and use of personal data 4.1. The Operator processes personal data that is necessary for the provision of services and the provision of services to the User. 4.2. The User's personal data is used by the Operator for the following purposes: 4. 2.1. User identification; 4.2.2. Providing the User with personalized services and services (as well as informing about new promotions and services of the company by sending letters); 4.2.3. Maintaining communication with the User, if necessary, including sending notifications, requests and information related to the use of services, provision of services, as well as processing requests and applications from the User; 4.3. During the processing of personal data, the following actions will be performed: collection, recording, systematization, accumulation, storage, clarification (updating, changing), extraction, use, blocking, deletion, destruction. 4.4. The user does not object that the information specified by him in certain cases may be provided to authorized government bodies Russian Federation in accordance with the current legislation of the Russian Federation. 4.5. The User's personal data is stored and processed by the Operator in the manner prescribed by this Agreement for the entire period of the Operator's activities. 4.6. The processing of personal data is carried out by the Operator by maintaining databases, automated, mechanical, manual methods. 4.7. Site uses Cookies and other technologies to track the use of the Site's services. This data is necessary for optimization technical work Website and improve the quality of services. The Site automatically records information (including URL, IP address, browser type, language, date and time of request) about each visitor to the Site. The user has the right to refuse to provide personal data when visiting the Site or disable cookies, but in this case, not all functions of the Site may work correctly. 4.8. The confidentiality conditions provided for in this Agreement apply to all information that the Operator can receive about the User during the latter's stay on the Site and use of the Site. 4.9. Is not confidential information, publicly disclosed during the execution of this Agreement, as well as information that can be obtained by the parties or third parties from sources to which any person has free access. 4.10. The Operator takes all necessary measures to protect the confidentiality of the User's personal data from unauthorized access, modification, disclosure or destruction, including: ensures constant internal verification of data collection, storage and processing processes and security; ensures the physical security of data, preventing unauthorized access to technical systems, ensuring the operation of the Site, in which the Operator stores personal data; provides access to personal data only to those employees of the Operator or authorized persons who need this information to perform duties directly related to the provision of services to the User, as well as the operation, development and improvement of the Site. 4.11. With regard to the User's personal data, their confidentiality is maintained, except in cases where the User voluntarily provides information about himself for general access to an unlimited number of persons. 4.12. The transfer of the User's personal data by the Operator is lawful upon reorganization of the Operator and transfer of rights to the Operator's successor, while the assignee transfers all obligations to comply with the terms of this Agreement in relation to the received personal information. 4.13. This Regulation applies only to the Operator's Website. The Company does not control and is not responsible for the websites (services) of third parties to which the user can follow the links available on the Operator's Website, including in search results. On such Sites (services), other personal information may be collected or requested from the user, and other actions may also be performed 5. Rights of the user as a subject of personal data, change and deletion of personal data by the user 5.1. The user has the right: 5.1.2. Require the Operator to clarify his personal data, block or destroy them if the personal data is incomplete, outdated, inaccurate, illegally obtained or not necessary for the stated purpose of processing, as well as take legal measures to protect their rights. 5.1.3. Receive information relating to the processing of his personal data, including information containing: 5.1.3.1. confirmation of the fact of processing personal data by the Operator; 5.1.3.2. the purposes and methods used by the operator for processing personal data; 5.1.3.3. name and location of the Operator; 5.1.3.4. processed personal data relating to the relevant subject of personal data, the source of their receipt, unless a different procedure for the provision of such data is provided by federal law; 5.1.3.5. terms of processing personal data, including the terms of their storage; 5.1.3.6. other information provided for by the current legislation of the Russian Federation. 5.2. Withdrawal of consent to the processing of personal data can be carried out by the User by sending the Operator an appropriate written (printed on a tangible medium and signed by the User) notification. 6. Obligations of the Operator. Access to personal data 6.1. The Operator undertakes to ensure the prevention of unauthorized and non-targeted access to the personal data of the Users of the Operator's Website. At the same time, authorized and targeted access to the personal data of the Users of the Site will be considered access to them by all stakeholders implemented within the framework of the objectives of the activity and subject matter of the Operator's Website. At the same time, the Operator is not responsible for the possible non-targeted use of Users' personal data that occurred as a result of: software and in technical means and networks beyond the control of the Operator; in connection with the intentional or unintentional use of the Operator's Sites not for their intended purpose by third parties; 6.2 The operator takes the necessary and sufficient organizational and technical measures to protect the user's personal information from unauthorized or accidental access, destruction, modification, blocking, copying, distribution, as well as from other illegal actions of third parties with it. 7. Change of the Privacy Policy Statement. Applicable law 7.1. The Operator has the right to make changes to this Regulation without any special notice to the Users. When making changes in the current version, the date is indicated latest update. The new version of the Regulations comes into force from the moment of its placement, unless otherwise provided by the new version of the Regulations. 7.2. This Regulation and the relationship between the User and the Operator arising in connection with the application of the Regulation shall be governed by the law of the Russian Federation. I accept I do not accept

Medical services are not the easiest product. The competition is very high, and in the struggle for clients, many medical centers have created publics on Facebook and VKontakte to inform visitors about new services. Ashmanov & Partners conducted a study of this market and found out that the efficiency of many medical centers in social networks leaves much to be desired.

Publications in many groups of clinics 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 polyclinics with a large marketing budget.

Separately, we studied what causes the most questions among the target audience when choosing which clinic to contact. Here are the most common problems:

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

The competition in the field of commercial medicine continues to grow every month. If in the West the market for private medicine is already well formed, then in Russia this market is only still developing. In many cities, competition 3-5 years ago was very low, while today it is becoming much stronger: multidisciplinary clinics and dentistry open 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 leaves a wish for the best, because it was not necessary to take care of patients, because the patients had no choice.

Today the situation has radically changed. Those clinics that worked on a sundress 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 in them as in government clinics. But there are also unfortunate cases when there are so few patients in the new clinic that financial difficulties force the owners to either sell the clinic or close it.

Let's see what this is about!

In what cases will the clinic fail and close due to a lack of patients

1. When the clinic has no competitive advantages. Usually, new doctors who have just graduated from the university work in such clinics. Usually, they try not to go to such clinics, because patients are sure that graduate doctors do not have enough experience for high-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 the "one window" mode.

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 at lunchtime or after leaving work for 1-2 hours. 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 with the best specialists in the city. But this happens very 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, competent marketing is no longer enough. A sundress can only work if you can lure in professional doctors with a huge patient base. Only in this case you can count on a rapid influx of patients.

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

No one 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 should understand that it is in your clinic that they will be helped to restore and maintain their health! The corporate website of 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 is made by a student "on the knee").

Check out those that report that in modern world 80% of patients look for information about the clinic on the Internet. Make a conclusion yourself - what kind of site you need.

Social networks allow you to create an image of the clinic, because with a large number of participants in the group, patients have the opinion that this clinic is well treated. 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 positively affects the attitude of patients 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 draw up a "road map" and strictly follow it. If you have not made a development plan, then be prepared for a large number mistakes and spending millions of rubles on these mistakes.

2. Consider a promotion strategy. Without it, you will not be able to predict the budget for the development and attraction of patients. 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 dries up and there is no more money left for development, which leads to the closure of the clinic.

3. Start developing the site and launching groups on 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. Having taken care of this issue in advance, by the opening day you will have everything ready and patients will be able not only to see your sign, but also to get acquainted with all the advantages of your medical center / dentistry on the Internet. Also, advertising on radio and TV will work many times more efficiently, because after watching the video, viewers 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 an advertisement on TNT for 2 months, counting on attracting young people from 22 to 30 years old, spending 250,000 rubles a month on this marketing channel. If this budget was invested in social networks, then 200,000 would have paid for itself many times over. On TV, the client did not receive such a result and complained about it for a long time.

5. Use an integrated approach to promote.

Never limit yourself to 1-2 channels to attract patients, because large quantity used channels allow to achieve a synergy effect. Each of the channels begins to work more efficiently.

6. Test new channels and discard 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 for each channel of patient acquisition.

Without keeping detailed statistics, you will not be able to understand which channel works most efficiently, and which one just sucks money. Yes, if you have a large marketing budget and you work not only to attract customers, but also for the image, then the principle "the more the better" is quite justified. But even in this case, it is necessary to use these tools wisely.

8. Train your staff

Often you can see that the manager invests in equipment, professional doctors, advertising, but forgets about the training of staff who work with patients before transferring them to a specialist. In the end, you don't even understand why patients don't come back to your clinic, even though you have taken care of almost everything to make the patient healthy and happy.

9. Enter control system

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