Categories Интернет-маркетологу, Маркетологу, Руководителю клиникиPosted on

5‌ ‌ключевых‌ ‌метрик,‌ ‌чтобы‌ ‌проверить эффективность рекламы

Если вы хотите получать качественную интернет-рекламу, то нужно следить за тем, что делает ваш подрядчик или интернет-маркетолог in-house. Истории, когда деньги на рекламу сливались, а загрузить клинику так и не получалось, не редкость. Выхода для владельцев клиник два: либо нанимать специалистов для проверки, либо сделать это самостоятельно. Последний вариант проще, так как найти агентство для аудита подрядчика с экспертизой в медицинской тематике сложно. Агентство Aberix уже 5 лет помогает клиникам эффективно привлекать пациентов через интернет.

Чтобы подсчитать эффективность интернет-рекламы, нужно знать 5 ключевых метрик:

  1. Доход от рекламы
  2. Расход на рекламу
  3. Среднюю стоимость обращения
  4. Количество обращений
  5. Средний чек

Формула № 1

Поговорим о первых двух.

Используя доход и расход, можно рассчитать эффективность интернет-рекламы как в целом, так в деталях. Деталью может стать конкретный канал продвижения, конкретная рекламная кампания или, если посмотреть под digital-микроскопом, конкретное ключевое слово.

Разложить по полочкам ваши инвестиции в интернет-продвижении поможет формула ДРР (доля рекламных расходов). Формула выглядит так:

ДРР = Расход на рекламу / Доход от рекламы * 100

Чем ДРР рекламы ниже, тем реклама эффективнее работает. Стартуем с деталей.

Например, мы хотим подсчитать эффективность рекламной кампании МРТ. Москва в Яндексе. На рекламную кампанию ежемесячно мы тратим 30 тысяч рублей, при этом ежемесячный доход по этому направлению — 600 тысяч. Идем считать:

30 000 / 600 000 * 100 = 5%

ДРР в 5% — это хорошо, значит, мы тратим 5% выручки. Рекламная кампания работает эффективно, а это значит, что можно увеличить ее рекламный бюджет до 40 тысяч рублей и в следующем месяце получить уже не 600 тысяч рублей, а, допустим, 800 тысяч, при условии, если ДРР останется таким же — 5%.

Нужный процент увеличения бюджета на конкретный канал / направление / рекламную кампанию должен рассчитать ваш подрядчик или in-house маркетолог. Он подсчитает выхлоп от вложений и назовет вам цифру, которая сделает рекламу эффективной.

Смотрим на другую ситуацию. Клиника продвигается по ключевому слову «мрт в москве», и в декабре она тратит на это 5 000 рублей. При этом пациенты, пришедшие на прием по этому ключу, принесли всего 30 000 руб клинике. Снова считаем:

5 000 / 30 000 * 100 = 16%

Выходит много, но допустимо для клиник, которые только выходят на рынок. Для них ДРР будет 10-15%. Это связано с тем, что такие клиники еще неизвестны среди потенциальной целевой аудитории. Их бренду не доверяют. Для старичков, которые вкладываются в качественное интернет-продвижение не первый год, показатель не должен быть больше 8%. Чем процент ниже, тем клиника больше зарабатывает.

Для своих клиентов Aberix делит ДРР на 3 категории:

  1. Зеленая зона — от 2 до 8%. Рекламный канал / рекламная кампания / ключевое слово работает эффективно. Оптимизировать пока не будем.
  2. Желтая зона — от 8 до 15%. Нужна оптимизация. Ищем слабые места, которые будем превращать в сильные.
  3. Красная зона — более 15%. Реклама неэффективна. Тут два выхода: либо начинаем заниматься тотальной оптимизацией, либо выпиливаем неэффективный канал продвижения.

Формула № 2

Теперь поговорим о ключевых метриках 3, 4 и 5.

С помощью этих метрик мы сможем рассчитать приемлемую среднюю стоимость обращения или CPL /СAC по каждому направлению. Если говорить проще, вы будете знать, сколько вы готовы заплатить за каждого пациента с рекламы. Это нужно знать по 2 причинам:

  1. Так вы сможете без постоянного расчета ДРР видеть, в какой рекламной кампании или в каком направлении идет просадка, и быстро реагировать.
  2. Иногда корректно установить количество обращений по конкретной рекламной кампании просто невозможно, это связано со сбоями в работе кол-трекинга или некорректной его настройкой интернет-маркетологом.

Теперь к примеру расчета. Посмотрим, как считать фактическую среднюю стоимость обращения или фактический CPL/CAC. Не забывайте про ДРР, он нам сейчас пригодится.

Вы выяснили, что в декабре ДРР рекламной кампании МРТ. Москва в Яндексе составила 15%.

30 000 / 200 000 * 100 = 15%

15% — это много. Поэтому вы идете к своему in-house маркетологу или подрядчику и спрашиваете, сколько обращений было с этой рекламной кампании в декабре. Допустим, вы получили ответ, что 40. Далее формула расчёта фактической средней стоимости обращения (далее — Фактический CPL):

Фактический CPL = Расход на рекламу / Количество обращений

30 000 / 40 = 750

750 рублей вы заплатили за каждого пациента, пришедшего к вам в клинику на МРТ. Теперь идем считать средний чек у этих 40 пациентов.

Средний чек = Доход / Количество обращений

200 000 / 40 = 5000

Выходит, что средний чек по направлению МРТ в вашей клинике в декабре составил 5000 рублей. Если у вас не действовала акция на эти услуги и вы не поднимали цену в период межсезонья, то можно считать, что средний чек в 5000 рублей — средний по больнице, то есть постоянный независимо от месяца. Сейчас вы платите за привлечение клиента 15% от среднего чека. Допустим, вы хотите сократить показатель до 10%. Теперь можем рассчитать приемлемую среднюю стоимость обращения (далее — Приемлемый CPL).

Приемлемый CPL = Средний чек / Желаемый ДРР

5000 / 10 = 500

Максимум 500 рублей вы готовы платить за обращение по рекламной кампании МРТ.Москва в Яндексе. Зная приемлемый CPL, вам теперь не нужно будет каждый раз рассчитывать ДРР. Вы сможете просто смотреть фактический CPL и сразу понимать, где нужно оптимизировать рекламу.

Когда фактический CPL большой, но при этом реклама неубыточна?

Коротко — когда пациент приходит за одной услугой, а уже после приема записывается еще на одну, две и так до бесконечности. Тогда будет ошибочно делать расчет приемлемого CPL, учитывая только цену первой оказанной услуги. Нужно знать средний срок жизни клиента или LTV. Узнать LTV можно через СRM или МИС, которые вы используете в клинике.

Теперь подробнее. Ниже немного о том, когда LTV может быть больше одного приема/консультации в клинике.

Медицинские услуги делятся на 3 вида:

  1. Консультации
  2. Обследования
  3. Курсы лечения.

1 и 2 часто входят в курс лечения, то есть мотивируют пациента участвовать в нескольких сделках.

Например, пациент записывается на прием к гастроэнтерологу за 1000 рублей. Врач направляет его на гастроскопию за 1500 рублей и ряд анализов с общей суммой в 2000 рублей. Потом пациент снова записывается на прием, где врач рассказывает о результатах и назначает курс лечения за 500 рублей. Считаем:

1000 + 1500 + 2000 + 500 = 5000 

Итог, LTV — 4 посещения с общей стоимостью в 5000 рублей. Если вы хотите платить за привлечение пациента 10% от его среднего чека, то средняя стоимость обращения по направлению гастроэнтерология не должна быть больше 500 рублей.

Но не всегда консультация и обследование — гарант длительного LTV. Пациент может уже никогда не вернуться после первичного приема в клинике.

Посмотреть LTV по направлениям можно через вашу CRM или МИС, если система это позволяет. Тогда вы будете знать средний чек в тех направлениях, где возможен курс лечения, и, соответственно, будете знать сколько точно можете платить за обращение.

Стоит ли тратить на рекламу для собственных пациентов?

Для начала разберемся, что значит словосочетание собственные пациенты. Предлагаем снова посмотреть под digital-микроскоп.

Постоянный — пациент, который обращается в клинику через прямой телефонный звонок. Такой пациент посещает в клинике на постоянной основе нескольких врачей, возможно, проходит лечебный курс. Номер регистратуры клиники у него сохранен в контактах. Ему не нужно идти в поиск, чтобы сделать запись через сайт клиники.

Непостоянный — пациент, который обращается в клинику через сайт. Лояльность такого пациента к клинике еще не сформирована на 100%, поэтому он может посещать сразу несколько медицинских учреждений. Чтобы окончательно сформировать в его сознание формулу

Ваша клиника = его здоровье

вам нужно показывать ему рекламу. К тому же по вашим брендовым запросам могут показывать рекламу конкуренты. Для непостоянного пациента — это может стать началом взаимодействия с другой клиникой.

Приветствую! Опубликуйте материал о своём опыте в медицинском маркетинге в нашем Блоге. Для этого напишите мне на k.magomedshafieva@napopravku.ru

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