Как маркетологу и врачу найти общий язык

Жанна Салтанова, главврач «Открытой клиники» – ЛДЦ на Проспекте Мира, обсудила с НаПоправку непонимание между маркетологами и врачами. Рассуждаем, почему докторам и маркетологам порой тяжело договориться друг с другом, и ищем пути к примирению.

Конфликты

В частной медицине высокая конкуренция. Пациенты выбирают из множества вариантов и при несоответствии ожиданиям «голосуют ногами». Клиникам приходится улучшать сервис и предлагать нечто большее, чем просто качественная медицина и квалифицированные врачи. В этом им помогает медицинский маркетинг, уже ставший неотъемлемой частью стратегии любого медцентра.

Но медицина и маркетинг порой не уживаются под одной крышей. Каждый департамент тащит одеяло на себя и пытается отгородиться от чужой сферы. Лагерь идет на лагерь, и начинается затяжная партизанская война, от которой страдают все.

Вот только некоторые из проблем, которые возникают, когда маркетинг и врачи не могут договориться.

Ошибки маркетологов

  • Некорректная информация на сайте.

Клиники забывают разместить на сайте обязательные данные: лицензии, информацию о возможности получения помощи по Программе государственных гарантий и т.д. Требования к объему, содержанию и форме размещаемой информации можно найти в Постановлении Правительства РФ от 04.10.2012 N1006 и Приказе Минздрава России от 30.12.2014 N 956н. Обратите внимание, что сайт должен содержать: правила записи на первичный прием, правила подготовки к диагностическим исследованиям, карту сайта для удобной навигации, работающий поиск и версию для слабовидящих.

Чем опасно: сотрудники Росздравнадзора и Роспотребнадзора могут начать проверку медицинской организации с ее сайта, и, если они не найдут эти сведения, клинику могут привлечь к ответственности.

  • Несуществующие врачебные специальности.

На сайте и в рекламных сообщениях указаны красивые, но несуществующие врачебные специальности. Регулярно заглядывайте в Приказ от 20 декабря 2012 г. N 1183н «Об утверждении номенклатуры должностей медицинских работников и фармацевтических работников» и проверяйте, как указаны специальности ваших врачей.

Несуществующие названияПравильные названия
отоларингологврач-оториноларинголог
гинекологврач-акушер-гинеколог
реабилитологврач по медицинской реабилитации
врач дерматолог-косметологврач-дерматовенеролог и врач-косметолог

Корректные формулировки показывают вашу профессиональную грамотность. Если вам, к примеру, нужно добавить на сайт специалиста по здоровью волос и кожи головы, а вы понимаете, что специальности «трихолог» нет, уточните в медицинском или юридическом отделе, как лучше поступить. Они вам подскажут, что в Профессиональном стандарте есть «врач-дерматовенеролог» с этими функциями. Трихологию же вы сможете указать как повышение квалификации.

  • Отсутствие нужных сертификатов.

На сайте в разделе «Сведения о враче» часто указывают, что он принимает не только как терапевт, но и как гастроэнтеролог или пульмонолог, хотя у врача нет сертификатов по гастроэнтерологии и пульмонологии.

Эту информацию нужно грамотно подать. Вместо специальностей перечислите список заболеваний (в том числе гастроэнтерологического и пульмонологического профиля), с которыми пациент может обратиться к доктору, а из специальностей оставьте только ту, по которой врач имеет сертификат. Но и перечень заболеваний лучше согласовать с медицинским руководством, чтобы не предоставить пациентам недостоверную информацию.

  • Реклама без лицензии.

Маркетологи запускают рекламу или проводят акции на виды деятельности, на которые у клиники нет лицензии. Это запрещено законом. Лицензия всегда есть у вас перед глазами. Ее копия размещена на сайте.

  • Нарушение врачебной тайны.

Некоторые маркетологи публикуют фотографии пациентов без письменного разрешения. Согласно статье 13 Федерального закона № 323-ФЗ «Об основах охраны здоровья граждан в РФ», сведения о факте обращения к врачу составляют врачебную тайну. Уже факт того, что человек пересек порог клиники, — это закрытая информация, которую нельзя распространять, не получив письменное согласие.

  • Маркетинг не работает с внутренним клиентом, то есть с сотрудниками.

Многим врачам не хватает soft skills, навыков общения. Маркетологи могут помочь доктору выявить недостатки консультаций, написать скрипт, разработать эффективные инструменты, справиться с рутинными проблемами. Например, разобрать часто встречающиеся проблемы и возражения пациентов и вместе написать скрипт приема по ним, разработать готовые фразы, помогающие сократить время на обсуждение вопросов, не касающихся здоровья.  

Кроме того, маркетологи могут работать бок о бок с HR-отделом. Обучение врачей вашей МИС, внутренним стандартам и корпоративной культуре окупится в несколько раз. Врачи смогут познакомиться с ценностями организации.

Ошибки врачей

  • Непонимание своей роли в цепочке продаж.

Врачи и администраторы часто не задумываются о своей роли в продвижении организации и даже пытаются отгородиться от коммерции. Врачи считают, что они лечат, а остальное неважно.

Например, маркетинг дал акцию с внушительной скидкой на прием врача. Пациент увидел предложение и пришел в клинику. На приеме врач осмотрел, понял, что проблема не в его компетенции, и сообщил пациенту: «Вы пришли не по адресу». Пациент расстроился и больше не вернулся в клинику. Если же доктор понимает, что на привлечение этого пациента (рекламу, работу колл-центра, сайта) ушли значительные средства, сам врач получил за прием зарплату, то ситуация может быть другой.

Доктор не должен навязывать анализы или обследования, но он должен искренне выслушать пациенты, его жалобы и боль и проявить участие. Например: «Я вас понял. К сожалению, я не тот врач, который вам нужен. Но мы можем прямо сегодня записать вас к коллеге M. Я ему сейчас позвоню и попрошу принять вас, чтобы не пришлось ждать. Но если ситуация с вашим N ухудшится, приходите ко мне, сделаем полное обследование». В этом случае клиент получает ответ на запрос и понимает, что к этому врачу при необходимости можно обратиться, посоветовать его родным. Лояльность растет.

Если же врач открещивается, прикрывается чужой зоной ответственности, страдают пациенты и сервисность клиники.

  • Нет точки в приеме.

В сознании многих врачей, когда пациент покидает кабинет врача, он перестает быть пациентом. В результате, как только дверь кабинета закрылась, пациент остается потерянным и не понимает, что ему делать дальше. Часто он выходит с ощущением «говорили много, но в итоге непонятно».

В идеале врач должен передать пациента администратору, проговорить дальнейшие шаги и пригласить на следующий прием или процедуры, сообщить администратору о необходимости записи. Уже во многих клиниках доктора провожают пациентов до ресепшен, но иногда сразу разворачиваются и уходят.

Нет момента передачи, а значит, и финальной точки в приеме. Это может быть просто вежливое прощание и слова: «Жду вас на следующий прием такого-то числа». Или «Поздравляю вас, мы завершили полный цикл. Мы здорово справились. Теперь все будет в порядке. Но при малейшем беспокойстве приходите на прием». Или «Передаю вас в надежные руки администраторов, коллеги вас запишут».

  • Нехватка экономических знаний.

Врачи не задумываются о том, что клиника – это бизнес, у которого много расходов, а доход она получает только с приемов и медицинских процедур. Привлечение клиентов, покупка бахил, расходников, услуги ЖКХ, зарплата сотрудников тоже входят в стоимость приема или услуги. Если клиника будет тратить больше, чем зарабатывает, она прогорит. Маркетинг же не просто придумывает очередной креатив, а старается сделать бизнес успешным.  

  • Непонимание целей маркетинга.

Часто врачи вообще не знают о том, какие акции проводит маркетинг. Не знают, проводятся ли они в одной клинике или всей сети, распространяются ли на всех специалистов и при каких условиях работают. Или врачи не понимают цель каждой конкретной акции: получить больше первичных пациентов, загрузить оборудование или прорекламировать новую услугу. Относятся к ним как к очередной придумке неугомонного маркетинга.

  • Отзывы.

Врачи не должны единолично отвечать на отзывы. Доктора реагируют эмоционально, часто злятся или оправдываются. Это портит имидж клиники и отпугивает клиентов. В идеале нужна отдельная служба, где есть специалисты с медицинским образованием и эксперты по сервисной составляющей, которые будут отвечать быстро.

Если отзыв затрагивает медицинские вопросы, то, согласно законодательству РФ, в течение 10 дней клиника должна рассмотреть ситуацию на врачебной комиссии, разобрать жалобу и подготовить ответ. Если этого не произошло, пациент имеет право обратиться в Роспотребнадзор, который сразу поинтересуется, проведена ли врачебная комиссия.

Решение

Чтобы не допустить конфликт между маркетингом и врачами, грамотный руководитель должен усадить стороны за стол переговоров и научить работать вместе.

У врачей и маркетологов различаются цели и ценности. Маркетолог хочет показать картинку, привлечь внимание, привести клиентов. Врачи же несут гордое знамя помощи и исцеления. Это противоречие снимается общей миссией и правильной корпоративной культурой, при которой сотрудники выполняют разные задачи, но понимают, ради чего они это делают: чтобы быстро и эффективно решить проблему пациента и сформировать долгосрочные отношения.

Каждый отдел вносит лепту в эту задачу. Маркетинг делает сайт и соцсети понятными и удобными. Врачи оказывают качественную помощь и отвечает на истинный запрос пациента.

Основные методы объединения двух отделов: обучение, общие собрания, личные встречи, возможно, кросс-функциональны группы и форма обратной связи от врачей к маркетингу, когда доктора могут написать в маркетинг свои предложения (но маркетингу важно их в ответ не критиковать и быстро реагировать).

Стиль общения врачей с пациентами

Стиль взаимодействия врачей с пациентами, на мой взгляд, маркетинг может формировать и регулировать: прописывать скрипты, предлагать новые коммуникативные практики и инструменты. Впечатления от общения с врачом и сотрудниками медцентра – это фактически единственное конкурентное преимущество.

Лечение прописано в стандартах, оборудование в клиниках в большинстве случаев совпадает, лекарства одни, врачи посещают вместе одни конференции и чаще всего работают не в одной клинике, а совмещают несколько мест. В результате единственный способ завоевать любовь клиента – работать с его ожиданиями, говорить с ним, помогая понять истинные цели и потребности. Пациент пойдет к тому, кто поинтересуется, как он сегодня, уточнит, что для него важно, согласен ли он с выбранной тактикой, проявит искреннее участие.

Знания и навыки

Врачам и маркетологам стоит подтянуть правовые основы: это и перечисленные выше нормативные акты и новый Приказ о качестве медицинской деятельности (не помощи, а именно деятельности) – № 381н, вступивший в силу в сентябре этого года, в котором оговариваются многие вопросы, затрагивающие деятельность организации в целом, и Федеральный закон «О рекламе» № 38-ФЗ. Обратите внимание, что в законе «О рекламе» говорится в том числе о рекламе медицинских услуг. Утверждать, что указанная вами услуга является медицинской, можно, только если она соответствует Номенклатуре. Маркетолог не должен углубляться в тайны права и медицины, часто достаточно просто спросить, но спрашивать нужно постоянно.

Врачу стоит освоить правовые нормы о врачебных ошибках, ответственности и рисках. Нужно освоить экономическую азбуку: как формируется выручка, себестоимость, из чего она складывается, какие затраты несет клиника и сколько она должна зарабатывать.

Еще нужны коммуникативные навыки, причем не одно обучение, а целые программы на год вперед, с регулярными встречами, проверками и обратной связью, что освоили, а что нет. Собирайте статистику, что изменилось, какие новые результаты все принесло. Ставим цель, рисуем план, назначаем ответственных и фиксируем результаты.

Как только врач поймет, зачем лично ему нужна эта акция, скрипт или инструмент, какую выгоду они принесут ему лично, он тут же начнет их использовать. Привязывайте новые инструменты к интересам доктора.  

Обучать врачей лучше 2-3 раза в год. Это дает результаты. Мой опыт показывает, что озарение приходит примерно к третьей встрече. Первый раз – сопротивление, второй – обещание попробовать, третий – осознание и первое понимание, появляются достижения и наработанная практика. Но главное – не бросать, методично повторять, так как люди все быстро забывают. Нужна работа над ошибками: что получается или не получается. Но это непростая практика, которую сложно запустить и еще сложнее поддерживать.

Личный опыт и ошибки

В своей врачебной практике я, как и многие врачи, предпочитала монолог диалогу. Но такой подход не всегда приносил должный результат. Проходила обучения, много думала над этим и изменила подход. Число положительных отзывов о том, что «доктор подробно и толково все объяснил», значительно выросло. Когда прислушиваешься к пациентам, говоришь с ними, задаешь вопросы, они лучше воспринимают и усваивают информацию, это сказывается на их комплаентности.

Когда я уже стала главврачом, часто приходила на ресепшен и наблюдала. Благодаря этому одного доктора научила прощаться с пациентами, раньше он разворачивался и убегал. Еще одного научила записывать пациентов на повторный прием, когда в этом есть необходимость. Число повторных приемов у него сразу выросло.

У других докторов обратила внимание на закрытые позы. На приеме врач сидел, отгородившись от пациента кучей папок. Или другая ситуация: пациент на консультации не отрывал взгляд от экрана смартфона. Врач не попросил его отложить телефон, а в ответ сам смотрел только в монитор компьютера. Мы разобрали с коллегой этот случай, пришли к выводу, что, когда это оправдано заботой о пациенте, его можно попросить отложить телефон и объяснить: «Чтобы правильно провести осмотр, мне нужно все ваше внимание. Если его не будет, есть вероятность ошибки и неправильного диагноза. Пожалуйста, отложите телефон».

Я настоятельно рекомендую докторам изучать мир медицинского маркетинга. Меня он увлек невероятно. Многое для себя открыла, например, попробовала заглянуть в Яндекс.Карты для изучения конкурентов, расположенных в моем районе, и проведения небольшого анализа. Простейший инструмент, но им тоже многие не пользуются. Вдохновилась инструментами маркетинга для построения стратегии развития. Если применять их системно, то видение ситуации становится не интуитивным, а вполне осознанным.

Когда специалист изучает смежные профессии, его мир расширяется, становится гораздо интереснее практиковать. Ты развиваешься сам, развиваешь клинику и не выгораешь эмоционально, потому что в работе открываются все новые и новые горизонты.

Комментарии, вопросы, запросы на выступления и предложения о сотрудничестве можете писать Жанне в Facebook.

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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