Как изменить службу сервиса и выиграть

Татьяна Шабанова, действующий менеджер в клинике пластической хирургии и косметологии в Петербурге, и Юлия Коскелайнен, руководитель медицинского направления Svipe agencyподелились интересным проектом по обновлению службы сервиса.

«Своя клиника» открылась в 2014 году. За 7 лет в ней изменилось многое, например, структура отдела маркетинга и службы сервиса.

От вот такого формата:

К такому:

Почему заменили штатных сотрудников на агентство?

Сегодня штатный smm-специалист уже не может охватить все: снимать фото и видео, размещать посты, настраивать таргет, искать партнеров, проводить рекламные активности и развивать личные бренды врачей.

Подрядчики по SEO, оптимизации сайта, контекстной рекламе тоже нередко подводят и срывают сроки.
Чтобы не расширять штат на дополнительных 8-9 человек и контролировать каждого по отдельности, мы отдали агентству медицинского маркетинга почти все задачи по привлечению пациентов.

Почему разделили администраторов на ресепшене и колл-центр?

Раньше на звонки отвечали администраторы. Если звонок раздавался, пока администратор общался с пациентом в клинике, администратор отвлекался и снимал трубку. Предполагалось, что пациент в клинике может подождать, а звонящий — нет.

Это ошибка: администратор не может качественно обработать звонок, пока на него смотрит нетерпеливый пациент. Пациент, которого прервали на полуслове, злится и уходит. Клиника теряет и первичных клиентов, и повторных.

Когда число звонков и визитов в клинику кратно выросло, мы создали отдельный колл-центр.

Благодаря отдельному колл-центру:

  • конверсия в записи выросла в 2 раза;
  • выросло общее число записей на консультации и процедуры;
  • мы начали активно работать с базой пациентов;
  • выросла прибыль.

Кстати, прочитайте наши предыдущие материалы со Svipe agency: о редких ЦА, community-менеджменте, об Instagram и рассылках в VK.


Как маркетологу и службе сервиса грамотно поделить «территорию»?

Маркетолог отвечает за обращения в клинику, колл-центр — за конверсию обращений в записи, а администраторы — за возвратность и лояльность пациентов. Нужна командная работа, но наладить ее сложно. Поделимся нашим опытом в формате «проблема-решение». С какими-то из них вы наверняка сталкивались, а какие-то мы попробуем предотвратить.

  • Проблема: маркетолог не знает ЦА

Это характерно для новичков, которые раньше не работали с медициной. У маркетолога никогда не будет такого же опыта общения с пациентами, как у администратора или оператора колл-центра. Только они знают, чего хотят пациенты, что им нужно именно сейчас и какие вопросы они задают. Маркетолог должен регулярно «забирать» эти знания у службы сервиса, чтобы меньше тратить на тестирование гипотез и выявление «болей».

  • Как решить?

Дайте маркетологу доступ к колл-трекингу. Пусть он не только отслеживает судьбу привлеченных лидов, но и прослушивает звонки. Маркетолог узнает, по каким рекламным кампаниям чаще звонят, какие уточняющие вопросы задают, можно ли что-то улучшить в рекламном объявлении.

Кейс: несколько лет назад мы продвигали в соцсетях дорогостоящие операции (средний чек — 250 000+ рублей). Маркетолог агентства, с которым мы сотрудничаем, прослушивала звонки. В них часто повторялся один тот же вопрос: «А у вас есть рассрочка или кредит?». С тех пор мы упоминаем о них в каждом объявлении.

  • Проблема: сложный язык

Пока в клинике не было маркетолога, мы не понимали, что реклама должна говорить на языке пациентов: не «блефаропластика», а «пластика век», не «редукционная маммопластика, а «уменьшение груди». Пациенты не знакомы с медицинскими терминами и не понимают внутренние процессы клиники.

  • Как решить?

Слушать пациентов и их запросы, а новые предложения разрабатывать вместе с маркетологами и службой сервиса.

Кейс: вместе с агентством мы разрабатывали новые рекламные предложения для пациентов. Возник спор о ценовой политике. Раньше, когда пациент спрашивал о стоимости операции, мы называли стоимость хирургического вмешательства, без наркоза, госпитализации, компрессионного белья, анализов и других расходов.

Пациентам не нравилось, что цены в рекламе и клинике отличались. Мы прислушались к маркетологам и запустили предложение «все включено»: везде пишем итоговую стоимость, которую придется заплатить за полную услугу. Это снизило поток заявок, но улучшило конверсии и лояльность пациентов.

  • Проблема: несогласованность действий

У нас бывали случаи, когда маркетологи проводили рекламные розыгрыши в соцсетях, внедряли новые акции, но забывали рассказать о них службе сервиса. Пациенты звонили, задавали вопросы, а операторы не могли ответить.

Бывает и наоборот. Маркетолог и агентство следят за объемом заявок, а служба сервиса — за записями. Если пациенты не записываются или редко записываются на услугу Х или к доктору Y, служба сервиса должна предупредить об этом маркетинг. Иначе маркетинг не узнает, что направлению не хватает записей.

У специалистов клиентского сервиса в запасе сотни историй и живых наблюдений о пациентах. Они помогут маркетингу глубже изучить потребности пациентов и придумать оптимальные решения.

  • Как решить?

Проводите регулярные собрания и настройте каналы общения между отделом рекламы и службой сервиса. Мы стараемся встречаться раз в неделю — чтобы подвести промежуточные итоги, и раз в месяц — чтобы сформулировать цели на следующий. В мессенджерах и по телефону специалисты клиники и агентства общаются почти ежедневно.

Кейс: у наших молодых и начинающих врачей было мало отзывов в интернете. Агентство помогло разработать систему мотивации для пациентов: они получали бонусы за отзывы на определенных площадках. Но систему невозможно внедрить без службы сервиса. Агентство разместило посты в соцсетях, подготовило печатные материалы с QR-кодами и инструкции. Администраторы клиники раздавали эти инструкции пациентам и объясняли задумку маркетологов. Упор сделали на врачей, которых мы вместе заранее согласовали. Число отзывов выросло на треть.

Мы перепробовали много организационных структур, но пришли и остановились именно на этой. Обязанности и ответственность разделены, но при этом маркетинг и служба сервиса работают в связке и дополняют друг друга.

Бесплатно скачивайте наши книги:

 Записать больше пациентов в сезон

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Каналы трафика, о которых забывают клиники.

 Записать больше пациентов на сайте

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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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