Аудит клиники: как понять, куда уходят деньги

Галина Ксензова, маркетолог и консультант по медицинскому маркетингу, рассказала НаПоправку, как и зачем проводить аудит в клинике. Этот внушительный материал поможет вам посчитать эффективность и наладить работу своего медцентра.

Зачем нужен аудит?

Чтобы поговорить об аудите, сначала придется затронуть тему планирования. Пока еще есть клиники, живущие без планов и целей. Что-то рекламируют, кого-то привлекают и лечат, какую-то прибыль получают. Показатели считаются субъективно, а цели ставятся пальцем в небо: «Давайте прирастем на 20%. Почему на 20%? А нам так хочется…» или «Я был у конкурентов, у них стоит огромная очередь, а у нас нет. А я хочу».

Подобные эфемерные планы могут строиться, пока собственник получает желанную прибыль и не понимает, насколько эта прибыль адекватна. На этом этапе клиника не задумывается не только об аудите, но и о том, что однажды все может измениться. В таком счастливом неведении можно жить годы и даже десятилетия.

Как только прибыль падает, возникает вопрос, что делать. В этот момент часто выясняется, что в клинике маркетолога вообще нет. Есть коммерческий директор, он расходы считает. Есть специалист по рекламе, он посты в соцсетях пишет. Есть администратор, он на звонки отвечает. Но человека, который бы знал, что в клинике происходит, нет. В этот момент некоторые медцентры как раз и задумываются об аудите.

— Скажите, пожалуйста, куда мне отсюда идти?
— А куда ты хочешь попасть? — ответил Кот.
— Мне все равно — сказала Алиса.
— Тогда все равно, куда и идти, — заметил Кот.

К сожалению, из 10 открытых в России бизнесов (не только медицинских) 9 закрываются. У нас любят говорить, что бизнес в стране «душат», не дают развиваться, экономическая обстановка плохая. Но на самом деле люди банально не любят считать, анализировать и планировать. Как правило, бизнес открывается чуть ли не на последние деньги. Естественно, прибыль уходит инвестору. На развитие денег не остается. Компания банкротится.

В России нет культуры маркетингового аудита и анализа. Типичная ситуация: меня приглашают как консультанта в клинику. Я прихожу, начинаю проводить аудит и сталкиваюсь с ужасом в глазах сотрудников: «Вдруг что-то найдет». Сотрудники боятся наказания, собственник – увидеть ошибки. Люди не понимают, что это не налоговая проверка, а поиск точек роста. Даже когда руководителю приносишь результаты аудита, рассказываешь о сильных сторонах клиники, он часто выдает: «Так мы это все и так знали!». Конечно, многое знали, но не систематизировали,  недооценивали степень риска, а потому оставили. Люди инстинктивно не готовы признать, что ушли в неправильном направлении.

Но аудит дает прозрачность и системность. После него план развития появляется сам собой. Клиника понимает, куда идти и к чему стремиться. Больше не придется копаться в разных наработках, судорожно думать, что делать, и предпринимать хаотичные действия.

Каждая клиника уникальна

Если я переступаю порог медцентра и меня спрашивают, что я знаю о медицинском маркетинге, я отвечаю «ничего», если я в этой клинике впервые. Пока я не провела аудит, я ничего не знаю о медицинском маркетинге в этой клинике. После аудита я уже знаю что-то.

В двух медцентрах с одним профилем и в одном районе города ситуация может принципиально отличаться. Аудит в них тоже будет разным. У каждой организации свои сильные и слабые стороны, свои точки роста. Помещение, история, дизайн, личностные особенности персонала формируют компанию и делают ее уникальной. Пытаться повторить за конкурентом смысла нет. У каждого свой путь, который надо анализировать по-своему.

В начале карьеры я хотела сделать какой-то универсальный шаблон проверки любой клиники, но его нет и сейчас, так не работает.

Нормальные и средние значения

Например, какой уровень прибыли можно считать адекватным? Интересный вопрос. Прибыль клиники «Мэйо» – это всего 5% от оборота. Это больше 600 миллионов долларов, но всего 5%. Конечно, уровень прибыли зависит от страны. В России в принципе высокая рентабельность бизнеса. Я ни разу не слышала, чтобы открытая на западе клиника окупилась за год. В России можно окупить ее за полгода.

В России я работала с клиниками в разных регионах, стандартные цифры – это 15-20%. Максимальная прибыль, которую я видела в медцентре, составила 23%, а в лаборатории – 40%, но при колоссальной экономии, которая в итоге сказывалась на сервисе. Отсутствие сервиса рано или поздно все равно приведет к снижению спроса.

Но при этом не могу назвать 15-20% нормой. Минимальная норма – это то, что хочет видеть собственник. Задача менеджмента к ней прийти, найти точки роста. Компания должна всегда развиваться. Однажды наступит момент, когда рост прибыли за счет увеличения рентабельности становится невозможным, тогда прирост уже должен идти в абсолютных показателях за счет расширения услуг, площадей и т.д.

Другой нормы не существует, опять же у каждой клиники – свой путь. Я работала с двумя московскими стоматологиями. У первой огромный поток, полная запись, целевая аудитория – гастарбайтеры, которым быстро и дешево лечат зубы. Вторая – элитная клиника с огромными ценами. Выручка у нее значительно выше, но и расходы тоже. В итоге прибыль у стоматологий абсолютно одинаковая. Возможен и другой исход: эконом-клиника для гастарбайтеров будет зарабатывать в разы больше за счет потока. Поэтому изучаем каждый медцентр полностью, от начала и до конца.

Старт аудита

У любого аудита должны быть цель и результат в конкретных цифрах. На выходе собственник должен получить прозрачные цифры и методику их расчета. Вывод в формате «Этот буклет не продающий, голубой – цвет прошлого сезона» к ним отношения не имеет, это субъективная оценка. Нам нужно только объективное обоснование. Не все готовы его дать.

К сожалению, типичная ситуация: работает в клинике специалист по рекламе два-три года. Однажды к нему приходит собственник и говорит: «Есть у меня подружка Маша, у нее тоже клиника, у нее такая девочка-маркетолог, такая девочка! В общем, я ее позвала, она придет и все посмотрит».

«Девочка» сразу воспринимается негативно. Но главное – она чаще всего приходит, не чтобы изучить и выяснить, а чтобы оценить. Обычно оценка сводится к формулировкам: «Песня у вас плохая играет», «Буклет плохо продает», «Форма у администраторов некрасивая». Это неглубинный аудит.

Поэтому аудит важно начать с совещания, где каждому участнику и вообще персоналу мы объясним, зачем аудит проводится, как он будет проходить, а также снимем страх наказания. Нужно проговорить, что слабые стороны – это точки роста, источники прибыли, улучшения работы клиники и роста зарплат.

План аудита

Затем мы садимся и прописываем план аудита. Он включает ответы на следующие вопросы:

  • Из каких этапов состоит аудит?
  • Что мы делаем на каждом этапе?
  • Сроки каждого этапа.
  • Какие методы анализа на каждом этапе используем?
  • Какой период работы клиники берем для анализа?

Чтобы данные были объективными, их нужно корректно считать и сравнивать с аналогичными периодами прошлых лет. Идеальный вариант – данные за три года. Хороший – за два.

  • Какая информация требуется для проведения каждого этапа

Аудитор или консультант по маркетингу должен составить список данных, которые требуются для проверки. Например, для проверки регистратуры нужны показатели звонков за период Х: число входящих, исходящих, пропущенных и запись звонков для прослушки.

  • Какие выводы сделали по результатам каждого этапа?

Фактически нужно подготовить SWOT-анализ по результатам каждого этапа. Это, грубо говоря, и есть вывод. В итоге все выводы должны объединиться в единую концепцию развития, операционный план, список действий и план выручки.

Первый этап: анализ входящего потока

Первый этап – это анализ работы с входящим потоком. Он делится на несколько подэтапов.

  • Регистратура и контактный центр

Здесь мы должны оценить эффективность работы регистратуры и контактного центра/колл-центра.

Для этого:

  • считаем конверсию в цепочке «звонок-запись-прием»;
  • изучаем регламент работы регистратора;
  • прослушиваем запись звонков;
  • анализируем систему мотивации регистраторов, чтобы понять, насколько они заинтересованы в работе;
  • даем общую оценку подготовки регистраторов;
  • превращаемся в тайного покупателя и звоним в регистратуру для записи на прием;
  • оцениваем внешний вид и удобство зон регистратуры, приема пациентов и ожидания.

На этом этапе важно выяснить микроклимат регистратуры и контактного центра, их взаимоотношения с врачами (часто проблемный участок, потому что бизнес-процесс не закреплен), личные показатели каждого сотрудника (если позволяет ПО), а также понять нагрузку на контактный центр и регистратуру (бывает, что излишняя нагрузка – это причина очередей). Здесь мы оцениваем количество поступающих звонков, качество консультаций и записи, зависящие и не зависящие от сотрудников.

  • Работа врачей

Считаем следующие показатели:

  • коэффициент загрузки каждого доктора;
  • конверсию в манипуляцию для каждого доктора;
  • коэффициент возвратности пациентов (повторные обращения, обращения по другому поводу) для каждого доктора.

Определяем коэффициент загрузки каждого доктора. Если доктор проводит манипуляции, например, оперирует, нужно посчитать конверсию из первичного приема в манипуляцию. Какова норма такой конверсии, сказать сложно. Я отталкиваюсь от ресурсов самой манипуляционной. Но анализировать нужно с умом и сравнивать только докторов одной специальности.

Например, ФГДС нужна далеко не всем пациентам. Гастроэнтеролог будет направлять на нее не всех. Корректно считать конверсию только по изначально целевым пациентам или брать долю от всех пациентов и сравнивать количество пациентов и количество манипуляций.

Затем считаем возвратность, вернулся ли пациент после лечения. Здесь специальности тоже отличаются. В стоматологии, дерматологии, гинекологии пациенты должны регулярно возвращаться. В офтальмологии после коррекции зрения они уже, скорее всего, не вернутся, проблема решена. В репродукции тоже, разве что за вторым ребенком. Но в ней важна возвратность, если были отрицательные попытки.

  • Источник обращения

Источник стоит смотреть в разрезе по доктору. Некоторые врачи активно работают с врачебным сообществом, их рекомендуют. Некоторые сами продвигают себя в соцсетях. Анализировать общее соотношение источников бесполезно. Оно почти у всех одинаковое: 30% пациентов пришли из интернета, 30% – по рекомендации, 30% – из остальных источников. В разрезе по доктору вы сразу увидите, к кому приходит больше всего пациентов, сколько стоит их привлечение, какую они приносят прибыль.

Почему все клиники отвечают, что у них 30% пациентов из интернета? Потому что так отвечают все пациенты на вопрос «Откуда вы о нас узнали?». Более того, 10 лет назад я работала в банке. Вы не поверите, но там тоже 30% клиентов пришли из интернета. Просто люди так отвечают. А если покопаться, то соотношение, конечно, будет другим.


Читайте нашу статью о распространенных ошибках в анализе показателей, которые приводят к неправильным статистическим выводам.


  • Кросс-продажи в клинике

Если они есть, и немало, – это отличный знак. Врачи общаются и перенаправляют пациентов к коллегам. К сожалению, доктора в большинстве клиник не знают и половины услуг, которые их медцентр оказывает, и отправляют пациентов к конкурентам или в госклиники. При этом анализе вскрываются интересные вещи. Например, доктор может принимать пациентов у вас, а оперировать в другом медцентре, потому что там его вознаграждение выше. Вы тратите деньги на рекламу, а основную прибыль получает конкурент.


Читайте также интервью Галины Ксензовой о том, как нужно планировать и проводить акции в медицине.


  • Средний чек

Традиционный средний чек не дает информации. Его стоит смотреть в разрезе по доктору, причем только одной специализации. Нельзя сравнивать пластического хирурга и гинеколога. И нужно брать длительный период, хотя бы 12 месяцев, потому что лечение растянуто во времени.

В идеале возьмите выручку от пациентов доктора за 12 месяцев, разделите ее на 12, а потом разделите на число пациентов. Полученный результат сравните с докторами этой же специальности.

  • Доля «отвалившихся» пациентов

Посчитайте, сколько пациентов не приходят на повторный прием, не доходят до манипуляции, обрывают лечение. Этот показатель тоже смотрим по докторам.

Норм в этих цифрах, к сожалению, нет. Даже у клиник одного профиля данные могут отличаться. К одному доктору пришло 10 пациентов, осталось 5, а к другому доктору пришло 10 пациентов, остались 2. Определить правильный вариант нельзя. Поэтому анализируем всех и ориентируемся на лидеров вашей клиники.  

Конечно, заслуженный врач, профессор с большим стажем, скорее всего, будет лидером. Но у остальных врачей показатели должны быть сопоставимы, без очевидных провалов.

  • Пациенты

Смотрим на соотношение первичных и вторичных пациентов вообще по клинике и по докторам.

Первичным пациентом я считаю того, на кого в указанный период завели медицинскую карту. Многие клиники считают первичных пациентов по стоимости приема. Если первичный прием стоит 1200 рублей, а вторичный – 900 рублей, и он дается в течение 3 месяцев после первого, то через 4 месяца они снова будут первичными.

Но на самом деле повторным пациент становится, когда он второй раз пользуется услугами клиники. Например, закончил лечение по гинекологии и пошел к лору с гайморитом. Или сделал операцию на нос, пришел увеличить губы.

С этими цифрами мы сопоставляем стоимость привлечения первичного пациента и расходы на него. Первичный пациент принес Х рублей, а потратили мы на него Y рублей. Это все легко настраивается в МИС.

Еще у пациентов я смотрю демографические данные: возраст и географию. Географию полезно смотреть у клиники в любом городе, особенно у многопрофильной. Например, в Краснодар приезжает много пациентов из области, небольших городов, даже из Сочи.

Для чего мы это делаем? Мы выявляем, где можно было бы проявить рекламную активность, улучшить сервис. Если есть большой поток иногородних пациентов, то неплохо было бы организовать чай-кофе, комнату отдыха или заключить договор с гостиницей, где пациенты могли бы поселиться на время лечения с хорошей скидкой.

Второй этап: анализ статистики и финансов

Второй этап – анализ статистических данных и финансовых показателей. Все показатели смотрим опять же по врачам, но более глубоко.

  • Удельный вес каждого направления в общем объеме

Анализируем, сколько в выручке составляют урология, гинекология и т.д.

  • Удельный вес каждого доктора в своем отделении

Считаем, сколько каждый врач составляет в своем направлении.

  • Прирост/отклонение за периоды

Отдельно обратите внимание на прирост и отклонения за период и сравните с аналогичным периодом, тоже в разрезе доктора и в разрезе направления. Обязательно посмотрите на ежедневные показатели продаж. Посчитайте норму выручки в день и ее колебания.

  • Часы приема для каждого доктора и всей клиники

Мы должны понимать, где у нас основная загрузка, где недозагрузка. Надо прописать график приема доктора. Стоит ли нам его как-то поменять? Сколько длится прием в среднем? Благодаря этому мы сможем рассчитать максимальную загрузку клиники.

  • Частота обращения клиента и жизненный цикл клиента

Например, в лабораториях частота обращения клиента – это один раз в год. В клиниках – чаще, потому что есть повторный прием.

Третий этап: анализ исходящего потока

  • Анализ исходящего потока
  • Сайт, социальные сети и реклама в интернете
  • Анализ показателей эффективности рекламы
  • Соотношение рекламных источников к нерекламным

На нем мы делаем анализ сайта: насколько он удобен,  адекватно ли работает мобильная версия. Профессиональный интернет-маркетолог сделает это гораздо глубже. Но мне хватит знаний, чтобы хотя бы поверхностно оценить, насколько сайт привлекателен для пациента, удобно ли им пользоваться, нет ли на нем ошибок, легко ли найти форму записи.

При анализе сайта и рекламы в Яндекс.Метрике или Google.Analytics смотрим на посещаемость сайта, можно ее сравнить с основными запросами в Wordstat и понять долю рынка. Я просматриваю информацию за год, сравниваю дни недели, время дня. Она показывает, когда надо на сайт выкладывать новые статьи. Просматриваю графики посещения за каждый месяц в течение двух лет.

Потом обязательно смотрю запросы, по которым пациенты заходят на сайт, чтобы понять, как именно они медцентр находят. Оцениваю долю именных запросов в общем объеме. Именные запросы вводят повторные пациенты, те, кто клинику уже хорошо знает. Также смотрим уровень профильных запросов, переходы с других сайтов, глубину просмотра и время на сайте.

Важнейший вопрос контекстная реклама. В метриках есть два показателя: поисковые запросы сайта и запросы по рекламе. Я беру рекламный бюджет, делю на количество запросов по рекламе, чтобы получить среднюю стоимость пациента, который пришел на сайт. Потом сопоставляю это число с количеством звонков по источнику «интернет», чтобы понять конверсию. В принципе этого будет достаточно.

Вообще я против рекламной иглы. Контекст, по сути, – это рекламная игла. Платишь деньги – тебя Яндекс показывает, не платишь – не показывает. Сайт должен выдаваться в органических запросах.

Во-первых, сейчас пациенты стали грамотными, и они уже понимают, что такое рекламный блок. Доверие к рекламному блоку падает. Во-вторых, форс-мажоры никто не отменял. Может прекратиться финансирование, застопориться платеж в рекламном кабинете.

Поэтому я всегда голосую за максимальное снижение контекстного бюджета. Да, конкуренция существует, но в 2020 году, к счастью, по крайней мере, в медицине пока еще можно вывести свой сайт в органические запросы. Как это делается? Это работа для хороших интернет-маркетологов. Они подбирают популярные фразы по каждой нозологии, находят правильные словосочетания и пишут их в ТЗ для копирайтера на любую тему. Копирайтер пишет тексты. Мы их, конечно, проверяем, так как копирайтеры обычно не имеют медицинского образования.

Но на рынке есть крутые копирайтеры, которые пишут отличные тексты. Я, честно говоря, считала, что буду писать их сама до пенсии. Но нет – есть нужные люди, хотя найти таких трудно. Если сделать все грамотно, в течение двух месяцев сайт появляется в органических запросах. Благодаря этому снижается бюджет на контекстную рекламу. Не стоит исключать ее полностью. Ее стоит оставить на отдельные направления, потому что особенно в короткие сроки написать текст на каждую нозологию невозможно.


Кстати, стоимость записи от НаПоправку по-прежнему в разы дешевле записи из контекста. Мы даем гибкие условия и дифференцированные тарифы для записей к врачам и на диагностику. Оставьте заявку, мы рассчитаем число записей, которые сможем давать именно вам, и пришлем расчет на почту.


Но тексты нужно постоянно переписывать, рерайтить, дописывать новые, потому что каждый месяц поисковые системы меняют требования, формулы индексации. Нужна постоянная систематическая работа.

При анализе контекстной рекламы надо смотреть на ее долю. Если на нее тратятся миллионы, встает вопрос, что с этого получает клиника. Возможно, у клиники такая стратегия. Хорошо. Но тогда Яндекс.Метрика или Google.Analytics должны показать эффективность этой стратегии через соотношение визитов, целевых визитов, времени на сайте и отказов.

В одной из клиник мы провели эксперимент: заменили контекстную рекламу на тексты. Писать тексты – удовольствие тоже недешевое. Но мы сократили траты на контекст. Уже через месяц число визитов на сайт восстановилось. До этого мы два месяца падали, потому что не было платной рекламы, по определенным причинам не было доступа в рекламный кабинет клиники. Сайт сильно упал: органики нет, рекламы нет.

Мы начали писать тексты, буквально через месяц вышли на показатели того периода, когда давали рекламу. Сейчас этот показатель гораздо выше. Но самое приятное – поисковых запросов тысячи, а рекламных запросов почти нет. То есть с помощью текстов мы выросли, но главное – подстраховались. Даже если полностью остановим рекламу, еще полгода «продержимся» на органических запросах.

Раньше я часто слышала, что лучше сесть за контент на сайте. Но настолько качественно я проработала его впервые. Еще один бонус -после проработки текстов у нас вдвое сократилась доля отказов. Обычно она была 20%, теперь 10%. То есть только 10%, переходя на наш сайт, понимают, что им это не нужно и уходят. С контекстной рекламой процент отказов будет выше.

Еще одна странная история: когда клиника начинает показываться в рекламном блоке по запросу другой клиники. Я так никогда не делаю. Даже не понимаю логики. Если пациент набирает в поисковике «Клиника Василек», он, скорее всего, в этой клинике уже был, знает и хочет уточнить адрес или телефон. Шанс, что он увидит рекламу клиники «Ромашка» и решит пойти в нее, нулевой. Это пациент повторный, скорее всего, постоянный.  Даже если вы регулярно ходите в медцентр, у вас, скорее всего, не записан их номер в телефонной книжке. Вы заходите в интернет, набираете название и звоните по высветившемуся номеру.

Но почему-то многие продолжают так делать. Им я рекомендую проанализировать процент отказов по таким запросам. Он зашкаливает: 80% и 90%. Хотя эти запросы – одни из самых дорогих. То есть бюджет тратится на то, чтобы прийти к директору и сказать: «Знаете, какой я молодец? Я вот окружил наших конкурентов нашим брендом!». Но прибыль опять же нулевая.

  • Точки контакта в клинике

Я прописываю длинный список абсолютно всех точек касания пациента с клиникой: реклама, колл-центр, экстерьер, интерьер, администраторы, врачи, все-все. В вопросе дизайна все, естественно, субъективно, но фокус – на чистоту, порядок, приятное впечатление.

Здесь важно оценить фирменный стиль: есть ли он у клиники. Обычно главная рекомендация – этот стиль создать. Как правило, если в клинику приглашают аудитора, там нет ничего. Его зовут на стадии, когда медцентр все же признает, что регистратор Маша или старшая медсестра Света не могут быть маркетологами, а директор просто уже устал придумывать, проверять, писать тексты и делать все остальное.

До этого этапа рекламные материалы (соцсети, буклеты, плакаты, постеры, визитки и пр) готовятся всем миром, поэтому они очень разные. Шрифты, цвета, логотипы отличаются до неузнаваемости. Никто не дизайнер, в редакторе логотипы уродуются так, что опознать их невозможно. Если приглашаются подрядчики, то каждый раз разные. Если нет своего отдела маркетинга и рекламы, то, как правило, вся работа по продвижению отдается подрядчикам: один – газеты, другой – буклеты, третий – интернет. Каждый как видит этот бренд, так его и рисует. А как пациенту запомнить потом этот бренд, кроме, дай бог, названия, если и оно нормальное, непонятно.

  • Off Line реклама

Четвертый этап: анализ конкурентов и позиции на рынке

Здесь смотрим позиции клиники на рынке. Выписываем всех конкурентов и сравниваем по Wordstat, кого за один и тот же период ищут в интернете чаще, по каким запросам. Так вы составите рейтинг популярности клиник. Еще здесь важно оценивать тенденции. Если у клиники упали продажи, то по Wordstat можно отследить, как менялась ситуация у конкурентов. Если падение у всех, то причина глобальная, а не отдел маркетинга плохо отработал.  Кроме того, это возможность понять вашу долю рынка в направлениях, например, дерматологии, гинекологии. Зачем? Я смотрю, сколько в мою клинику поступает звонков по направлению, и потом смотрю общие запросы на эту услугу за период из интересующих меня регионов.

Но популярность не говорит об эффективности и прибыли. Медцентр может быть известен, но убыточен. Он может сливать огромные бюджеты в рекламу, привлекать огромный поток первичных пациентов, но не окупать затраты. Абсолютно объективно сопоставить конкурентов нельзя, их внутреннюю кухню полностью вы не изучите. Но в этом направлении нужно смотреть и искать свои зоны роста.

Если вас не ищут в интернете, но пациенты приходят – вероятно, хорошо работает сарафанное радио. Если вас постоянно ищут, но никто не приходит – возможно, дело в ценах или репутации на отзовиках, а возможно, есть недоработки в контактном центре. При изучении конкурентов надо обязательно читать негативные отзывы в интернете. Не положительные, а именно негативные. Они покажут проблемы клиники и зоны развития.

Пятый этап

На нем проводим SWOT- анализ, в котором все перечисленные параметры мы делим на четыре категории:

  • Strengths (сильные стороны),
  • Weaknesses (слабые стороны),
  • Opportunities (возможности),
  • Threats (угрозы).

Сильные (S) и слабые (W) стороны относятся к внутренней среде клиники, то есть медцентр может на них повлиять. Возможности (O) и угрозы (T) относятся к внешней среде, то есть они могут повлиять на клинику, и клиника их прямо не контролирует. Например, вы управляете прайсом своей клиники – это фактор внутренней среды, но подчиняетесь медицинскому законодательству – фактор внешней среды.

Шестой этап

  • Рентабильность клиники

Рентабельность считаем по формуле «доходы минус расходы, умножить на 100». Но когда вы посчитали общую рентабильность, нужно понять, где и на чем деньги теряются, а для этого вы должны правильно рассчитать, сколько и на что вы тратите.

К сожалению, только в некоторых клиниках, где я проводила аудит, была посчитана себестоимость услуги. Хотя это крайне важно.

Общие расходы клиники: аренда, коммуналка, расходы на офисный персонал – не относятся напрямую к каждой услуге и расходникам на нее. Но относятся ко всем коммерческим расходам. На них при расчете себестоимости каждой услуги надо закладывать какой-то коэффициент. В разных клиниках он разный.

Клинике необходимо создать карточку каждой услуги и прописать в ней все расходы, которые медцентр несет, оказывая эту услугу: от электричества и воды до зарплаты медсестры и стоимости ватки, которую использовали, чтобы обеззаразить кожу. С помощью такой карточки вы сможете всегда оценить рентабильность каждой услуги и всей клиники в целом.

Это должны сделать финансисты клиники. Их задача – правильно рассчитать и продумать, какую методику расчета выбрать именно для этого медцентра.

  • Анализ ПО

Обязательно надо анализировать программное обеспечение. Программное обеспечение – это инструмент аналитики и сервиса. Именно оно определяет вашу работу с пациентами: оповещения, записи на прием, очередь.

Надо смотреть, насколько ПО современное, интегрировано ли оно с внешними и внутренними системами. Есть ли интеграция с сайтом, чтобы обеспечить быструю запись? Есть ли интеграция с бухгалтерией для учета поступления денег? Это все тоже оптимизация времени, а значит, и прибыли клиники.

Из вариантов на рынке: готовое решение, самописная система или отсутствие МИС – выбираю готовое решение, которое можно адаптировать под себя. Это, как правило, 1С.  Это самая пластилиновая программа на свете: не самописка, но в то же время она трансформируется под любые желания.

В 1С интегрируются бухгалтерия, а контроль за поступлением денежных средств от всех источников в кассу важен. Я сразу вижу безналичные поступления от пациентов, страховых, деньги в кассе. Бес МИС я эти данные не получу.

Самописки так легко не интегрируются, кроме того, они – это очередная игла. 1С универсальна, под нее всегда можно найти специалиста. В программе мало работать, ее надо обновлять, обслуживать. Одно слетело, другое. Самописка ставит в вас зависимость от создателя. Он сможет диктовать вам условия.

Итог

В конце аудита я свожу сильные и слабые стороны по каждому этапу, прописываю выводы. Так появляется концепция развития, рекомендации.

Если загрузка клиники приближается к 100%, а денег при этом мало, рекомендую либо сокращать расходы, которые мне кажутся не совсем нормальными, например, по рекламе. Либо заменить одни услуги на другие, потому что клиника не резиновая. Если загрузка низкая, то надо наращивать поток первичных пациентов. Если пациенты не возвращаются, работать с сервисом.

На базе рекомендаций строится концепция: куда мы идем, как, на чем мы делаем акценты. Так появляется операционный план, а за ним план будущих продаж и уже планируемой прибыли.

Дыры

Во время аудита часто вскрываются дыры, в которые сливается бюджет. Как и говорила, контекстная реклама – одна из таких дыр. Но главная проблема – отсутствие аналитики. Вот в нее утекает вообще все. Не страшно разместиться в неэффективной газете. Не страшно выйти в эфир на неэффективном радио. Страшно не вести аналитику или вести ее неправильно.

Многие решения в клиниках принимаются спонтанно. Попробовали – не сработало, откладываем. Но то, что не сработало один раз, может сработать на второй или третий или при других обстоятельствах. Нужны доработки.  Запустили рекламу на прививки, звонков нет. Решили, что прививки рекламировать не стоит. Но их не стоит рекламировать в июне, в августе-сентябре они могут выстрелить.

Огромные бюджеты просаживаются на «традиционные» или принятые в этой клинике рекламные каналы. Кто-то когда-то решил, что телевидение или вот эта акция работает, и теперь ее повторяют из года в год. Никто ничего не считает, просто запускают. При этом новые идеи отбраковываются, потому что они не сработали.

Клинике нужна полноценная МИС и навык работы с ней. Да, она может стоить дорого. Но лучше потратить деньги один раз и правильно выстроить процессы, чем сливать деньги постоянно без надежд на улучшение. Абсолютно все надо считать. Отсутствие МИС – это самая страшная дыра. Без нее вы вообще не вычислите эффективность работы, рекламы, процессов в клинике. Мой бывший руководитель сказал мне однажды правильную вещь: «Давай начнем тратить деньги, когда мы научимся считать эффективность рекламы». Когда я научилась считать (правда, через полгода), он уже был готов давать миллионы.

Не тратьте деньги, пока не научились их считать. До этого момента вы просто не узнаете, сколько пациентов вам даст газета, журнал, рекламная кампания. Когда научитесь, тогда можно спланировать даже их.

Оптимизация

Какие инструменты оптимизации помогали лично мне в работе?

  1. Найм подрядчиков, агентств, чтобы сократить расходы на рекламу. Иногда правильнее прибегнуть к помощи агентства, допустим, в интернет-продвижении или соцсетях. Если объем клиники небольшой, то содержать специалистов за 50-60 тысяч рублей дорого.
  2. Оптимизация расходов за счет спроса. Формируем новые продукты, которые не нужно рекламировать. Снижаем затраты на привлечение, предлагая этому же пациенту новые услуги.
  3. Врачи-агенты. С их помощью можно в разы снизить рекламный бюджет и его перенаправить. Например, сокращаем офлайн-рекламу и тратим эти деньги на работу с врачами. Речь идет не об откатах, а о мероприятиях для докторов. Привозим лектора, нанимаем менеджера, который ездит по врачам и рассказывает им о наших услугах, чтобы они направляли к нам пациентов. Это колоссальная оптимизация, которая не подсаживает клинику на иглу, поскольку формируется постоянный поток пациентов.

Секрет успеха и итог аудита

Лучшая стратегия для любой клиники – это ставка на персонал и оснащение клиники.  Никакие передовые технологии в рекламе не спрячут некомпетентного доктора или демотивированную медсестру.

К каким бы результатам ни пришел аудит, он не должен заканчиваться увольнениями и наказаниями. Расставаться с сотрудниками можно только по одной причине – демотивация. Все ошибки легко исправляются аудитом и обучением. Просчеты маркетинга чаще всего объясняются одним: наняли специалиста по рекламе и решили, что он справится с маркетингом.

Но если сотрудник не хочет учиться, развиваться и меняться, ничего не поможет. Придется прощаться. Ошибки совершают все. Они дают опыт. Эффективные и неэффективные инструменты находятся только опытным путем. То, что работает или кажется, что работает, у соседа, может привести вас к банкротству и наоборот. Но демотивированный персонал убьет любой бизнес.

Чек-лист для аудита клиники

Наименование работ
1Анализ работы с входящим потоком
1.1 Регистратура/контактный центр
Конверсия звонок/запись, запись/прием
Организация тайного покупателя: прозвон на предмет консультации
Анализ мотивации сотрудников
Изучение регламента работы
Внешняя оценка регистратуры
1.2Врачи
Определение коэффициента загрузки каждого доктора
Определение коэффициента оставаемости пациентов (конверсия в манипуляцию)
Определение коэффициента возвратности пациентов (повторное обращение, по другому поводу)
Основной источник обращения пациентов
Средний чек в разрезе первичности потока (все услуги пациента в клинике)
Анализ кросс-продаж в клинике
1.3Пациенты
2 Анализ статистических данных и финансовых показателей
Удельный вес каждого направления в общем объеме
Удельный вес каждого доктора в своем отделении
Прирост/отклонение за периоды
Анализ количества звонков
Анализ часов приема
Анализ графика приема докторов
Сегментация пациентов
Анализ показателей продаж: средний чек в разрезе категорий пациентов, частота обращений пациента, жизненный цикл
3Анализ исходящего потока
Сайт, социальные сети и реклама в интернете
Точки контакта в клинике
Off Line реклама
Анализ показателей эффективности рекламы
Соотношение рекламных источников к нерекламным
4 Определение позиции на рынке основных направлений через Wordstat: оцениваем число запросов по услугам
5 SWOT анализ
6 Рентабельность
Анализ ПО
Конкурентный анализ через Wordstat: количество запросов по брендам клиник

Бесплатно скачивайте книги от НаПоправку:

 Записать больше пациентов в сезон

Записать больше пациентов в сезон

Каналы трафика, о которых забывают клиники.

 Записать больше пациентов на сайте

Записать больше пациентов на сайте

Чек-лист сайтов и посадочных страниц.

 Маркетинг клиники на жителей района

Маркетинг клиники на жителей района

Как сделать клинику самой узнаваемой в районе.

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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