Поликлиника №17: маркетинг в госучреждении с нуля до результата

О маркетинге, работе с отзывами и социальных сетях для поликлиники рассказала Екатерина Омельчук, экономист ЛПУ

Существует мнение, что государственным клиникам маркетинг не нужен. Четыре года назад я взяла на себя смелость развеять это заблуждение и уже сегодня готова рассказать о том, как зарождался маркетинг в городской поликлинике, как он повлиял на работу учреждения, какие инструменты маркетинга были наиболее эффективны, а также расскажу о проблемах, с которыми пришлось столкнуться.

Профессиональную деятельность я начала в качестве экономиста в СПб ГБУЗ «Городская поликлиника №17» в Красногвардейском районе.
Помимо трех поликлинических отделений, в состав входят ЖК №9, городской диабетологический центр №3 и отделение СМП. В штате учреждения трудится более 600 человек, а количество прикрепленного населения ежегодно увеличивается. На сегодняшний день мы обслуживаем около 130 000 человек.

Опрос пациентов и анализ данных

«Золотое» правило маркетинга гласит: «Продавай то, в чем потребитель нуждается, а не то, что у тебя производится». Это справедливо и для маркетинга госклиники: мы анализируем нужды пациентов, улучшаем качество обслуживания и, как следствие, увеличиваем количество прикрепленного населения.

Первым шагом стало проведение маркетингового исследования. Мы создали анкету и раздали её пациентам. 

В общей совокупности было опрошено 15 000 человек, из которых 59% мужчин и 41% женщин. Опрос помог узнать о доступности медицинских услуг в поликлинике, о качестве их оказания, об отношении медицинского персонала.

Одним из вопросов в анкете был: «Откуда вы узнали информацию о поликлинике?». Из таблицы видно, что большинство людей узнает информацию о медицинском учреждении через интернет или информационные стенды. Всего 15% узнает информацию из журналов и газет:

Результаты опроса пациентов

Поликлиника в социальных сетях

Стало очевидно, что нужно развивать присутствие поликлиники в интернете. В июне 2014 года была создана официальная публичная страница СПб ГБУЗ «Городская поликлиника №17» во ВКонтакте. Сейчас на страницу подписано 1547 человек. Количество просмотров записей группы достигает 5000. На странице мы публикуем статьи о здоровье, новости учреждения, благодарности посетителей.

При запросе в поисковике, группа органически появляется на втором месте в поиске и в Яндексе, и в Google:

Группа во ВКонтакте находится на второй строке в органическом поиске

Некоторым пациентам удобнее узнать информацию в социальной сети, а не на сайте. Поэтому в группе есть полная информация о поликлинике: адрес и режим работы, перечень услуг, прейскурант.

Обратная связь и обработка обращений пациентов
Позже мы создали обратную связь, чтобы каждый мог задать интересующий вопрос в группе поликлиники. Рубрика «Ваши вопросы» пользуется широким спросом.

Ежедневно нам поступают десятки обращений. Как администратор группы я лично их обрабатываю совместно с заведующими поликлинических отделений. Вопросы довольно простые, но ответы на них в социальной сети помогают почувствовать пациенту заботу с нашей стороны. Самые популярные вопросы в рубрике:

  • Как попасть к врачу?
  • Кто ведет мой участок?
  • Как прикрепиться к поликлинике?

Также у нас существует несколько рубрик вопрос-ответ. На эти и многие другие вопросы о здоровье отвечают наши специалисты:

Список обсуждений в группе Поликлиники №17

Мы регулярно проводим «Он-лайн чат со специалистом»: посетители могут задать интересующий вопрос в прямом эфире. Ежемесячно по результатам мониторинга отзывов выбирается «любимчик» посетителей. 

Также мы создали цикл передач, в котором специалисты ЖК №9 отвечают на самые популярные вопросы о женском здоровье. Вышло три фильма по следующим темам: «Планирование беременности» , «Интимная жизнь во время беременности и после родов», «Грудное вскармливание».

Продвижение группы
Единственный инструмент для роста подписчиков, который был использован — это старый добрый «репост». Нашими партнерами являются группы районной администрации и группы муниципальных образований:

Новостные районные сообщества публикуют наши новости

Сайт поликлиники и присутствие в интернете
Был произведен ребрендинг официального сайта. Шесть лет обучения в Санкт-Петербургском государственном университете технологии и дизайна не прошли даром. Совместно с начальником информатизации и связи мы разработали новый дизайн, который стал ярче, красочнее и, самое главное, удобнее. Зайдя на главную страницу, можно увидеть информацию о графике работы отделений, структуру учреждения, информацию о врачах, переход на официальный портал записи к врачу (gorzdrav.spb.ru), обратную связь:

Сайт Городской Поликлиники №17

Для дополнительного анализа мнения посетителей об учреждении, а также для информирования и контакта с потребителем были созданы официальные страницы учреждения на сайтах yell.ru, spb.allnice.ru, spb.napopravku.ru.

Вы скажете, почему же необходимо уделять столько внимания отзывам и мнению посетителей поликлиники? В связи с реформами в здравоохранении теперь у каждого пациента есть возможность выбора медицинского учреждения и врача. Появилась конкуренция. Борьба за клиента. Поэтому важно писать о своих врачах, а также отвечать на отзывы и благодарности. Видя обратную связь, у посетителей складывается положительное мнение об учреждении. Они видят, что их проблемы читают и решают:

Ответ администрации поликлиники на НаПоправку

Организация событий и пиар-активность
Следующим полезным инструментом маркетинга является проведение мероприятий, акций, праздников. Начали мы с поликлинических масштабов, сейчас мы уже проводим акции на уровне города. Только за этот год мы успели принять участие в лекториях для беременных телеканала «Домашний», провести городской семинар, посвященный невынашиванию, провести занятия и мастер-классы на фестивалях «ЭКО-Охта» и «День физкультурника»:

После таких крупных мероприятий заметно увеличивается количество подписчиков в нашем паблике. А это потенциальные посетители. Важно не только хорошо провести мероприятие, но и рассказать о нем, тогда на следующее мероприятие приходит вдвое больше людей.

Существует множество способов «заявить» о себе. Группа ВКонтакте, сайт, районные информационные источники, которые всегда рады помочь. 
Следует уделить особое внимание региональным каналам.

Обращайтесь на телеканалы, пишите в издательства.
Честно говоря, мы просто звоним на районный телеканал и говорим о такой-то новости. Они сами решают, будут они публиковать или снимать или нет. Не всегда, но достаточно часто, они реагируют.

Если же ваше учреждение выступает в качестве партнера, обязательно размещайте логотип на баннерах мероприятий.

Результат маркетинговых активностей

С 2014 года количество прикрепленного населения увеличилось более чем на 10 000 человек. Произошло и увеличение общего объема платных услуг в 2,5 раза.

Благодаря внедрению «обратной связи» на сайте и группе ВКонтакте, созданию официальных страниц на сайтах отзывов, почти удалось выровнять количество положительных и отрицательных отзывов:

Соотношение позитивных и негативных отзывов за месяц

С рекламой и пиаром в государственном учреждении достаточно непросто, ведь маркетингу очень сложно существовать без вложений. К сожалению, в государственной структуре нет отдельной статьи на маркетинг, но практика показывает, что он может существовать.

Я привела пример всего нескольких инструментов. На деле их гораздо больше. Пробуйте и не бойтесь экспериментов.В заключении хочу представить один из наших экспериментов, который удивил и порадовал всех окружающих:


Катерина Омельчук
p17marketing@mail.ru

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