Как найти свои конкурентные преимущества – опыт Европейской клиники

В Европейской клинике год назад произошла смена руководства, маркетинговой команды и стратегии. Теперь медицинский центр фокусируется на лояльности и возвращаемости пациентов. Изменения начались с разработки конкурентных преимуществ и формулирования ценностей. Директор по развитию Константин Левтеев рассказал НаПоправку, как найти свои уникальные особенности и грамотно донести их до пациента.

Клиника в цифрах

Европейская клиника – это первый частный онкологический центр в России. Мы работаем в узкой нише – лечим тяжелых онкологических пациентов с 3-й и 4-й стадиями рака. Сейчас у клиники один филиал в Москве, но мы планируем расширяться.

В центре работают 200 человек, из них 100 врачей, 12 администраторов. Есть служба сопровождения пациентов: 2 куратора, 2 врача-координатора. В год Европейская клиника принимает около 5 500 первичных пациентов. В стационаре 46 койко-мест, часть пациентов находится на амбулаторном лечении.

Целевая аудитория

У клиники несколько целевых аудиторий: сами пациенты, те, кто оплачивают услуги, и те, кто ищут о нас информацию в интернете. Условно: болеет бабушка, оплачивает лечение папа, а находит нас внук. Иногда пациент находит информацию о клинике и оплачивает лечение самостоятельно, но бывает и так, что задействованы все три целевые аудитории.

Наши пациенты – это:

  • онкологические больные на поздних стадиях заболевания;
  • те, кому другие клиники (государственные и частные) отказали в лечении;
  • те, кто лечился за границей и хочет продолжить лечение в России;
  • те, кто ищут альтернативу зарубежному лечению (хотят получить лечение международного уровня, но по каким-то причинам не могут или не желают выезжать за рубеж);
  • люди, которые хотят получить качественное и эффективное лечение в комфортных условиях.

Перемены

В последние годы российский рынок лечения онкологических заболеваний существенно изменился. Усилился государственный сектор, не в последнюю очередь благодаря национальным проектам. Появились новые игроки в частной медицине, в том числе из числа наших бывших коллег. В отрасль пришли серьезные инвестиции – и со стороны государства, и от частных инвесторов. Конкуренция возросла, за внимание пациента теперь приходится бороться.

В 2018 году в Европейской клинике сменилась управленческая команда, сформировался новый отдел маркетинга и изменился подход к пациенту. Мы осознали, что в новых реалиях необходимо фокусироваться на лояльности и возвращаемости пациентов, и для этого нужно реализовать комплекс мер.

Бутик

Европейская клиника работает в премиум сегменте – и по цене, и по качеству услуг. Но конкуренция растет, а доходы населения падают. В этих условиях мы обязаны обосновывать высокие цены. Люди должны понимать, за что они платят.

Сама концепция клиники с приходом новой команды не изменилась, но изменились ценности. Когда клиника открылась в 2011 году, у нее фактически не было конкурентов. Пациенты шли сами, обеспечивали отличную загрузку. Не было необходимости в выстраивании долгосрочных отношений, поэтому клиника фокусировалась на получении прибыли в моменте.

Мы выбрали новое позиционирование: клиника-бутик с высокой сервисной составляющей и уникальным набором услуг, центр экспертной онкологии, врачи которого работают в узкой специализации и накопили внушительный опыт. Выбрали слово «бутик», потому что это нечто немассовое, высокого качества и единственное в своем роде. Лечебные процедуры, которые проводим мы, частично можно пройти и в других местах, но сочетание всех факторов, всего комплекса услуг, уникально.

По стоимости мы не самые дорогие в России. Есть клиники и дороже: Европейский медицинский центр, АО «Медицина». Лечение за границей в среднем также дороже – на 20% и более. Но мы специализированная клиника, и это очень важно: до 80% наших пациентов отмечают, что выбрали нас в том числе благодаря узкой специализации на онкологии. При этом мы полноценный премиум-сегмент – и по комфорту, и по отношению к пациенту, и по количеству персонала в расчете на пациента, и по условиям пребывания в стационаре: вкусная и разнообразная еда из собственного ресторана, комфортные палаты с оснащением высококлассного отеля (брендированные халаты, тапочки, гипоаллергенные предметы личной гигиены), специальные медицинские кровати со множеством настроек, телевизор с DVD-плеером, фильмотека, библиотека и т.д.

Конкурентные преимущества

Новая команда начала работу со сбора обратной связи от пациентов и глубокой аналитики. Внедрили систему оценки качества сервиса по модели SERVQUAL (Service Quality), чтобы повысить уровень удовлетворенности пациентов. Это авторское исследование – анкета, состоящая из 18 вопросов. Пациент по шкале от 1 до 5 оценивает, насколько реальность соответствовала его ожиданиям по всем 18 позициям.

Мы тестировали разные модели заполнения анкет. Практика показала, что, если пациенты заполняют анкету самостоятельно, как правило, они ставят максимальные оценки, не детализируя какие-то моменты и не всегда понимая суть вопроса на 100%. Более эффективным оказалось заполнение анкеты пациентом в сопровождении персонального куратора. В удобное для пациента время, когда у него есть желание и возможность, они вместе в формате интервью отрабатывают все вопросы. После этого данные заносятся в нашу информационную систему и обрабатываются.

Менеджмент клиники получает еженедельные отчеты, где мы видим основные показатели в динамике. По вопросам, не требующим отлагательства, управленческие решения принимаются немедленно.
По результатам внутренней аналитики, исследований конкурентного окружения, опросов пациентов, а также мозгового штурма, мы сформулировали наши конкурентные преимущества в формате двух блоков «9 причин обратиться в Европейскую клинику» и «5 фокусов Европейской клиники».

Некоторые позиции были очевидны изначально, например: «Экстренная госпитализация 24/7». Клиника работает круглосуточно, и так же круглосуточно работает наш контактный центр. Некоторые пациенты приезжают к нам именно ночью. Если случилась экстренная ситуация, они начинают обзванивать онкологические центры, и, как правило, мы оказываемся первыми, кто ответил и при этом оперативно и компетентно организовал госпитализацию. Мы можем привезти пациента из другого города, встретим в аэропорту или на вокзале, при необходимости организуем транспортировку на самолете.

Европейская клиника всегда «помогает даже в самых сложных случаях». У нас особая концепция паллиативной помощи, предполагающая не только уход и обезболивание, но и паллиативную хирургию, химиотерапию, различные процедуры. Мы стараемся вернуть пациенту качество жизни, а в отдельных случаях даже добиваемся продолжительной ремиссии у тех, от кого другие клиники отказались.

Некоторые конкурентные преимущества нам буквально подсказали пациенты. Например, мы можем разместить родственников в палате вместе с пациентами. Немногие клиники предоставляют такую услугу, и достаточно часто это влияет на выбор медицинского центра.


Сервисы и службы

Чтобы усилить конкурентные преимущества, мы создали Службу сопровождения пациентов (Patient Relations). На сегодняшний день в состав службы входят 2 персональных куратора.

Кураторы находятся в клинике с 9 утра до 9 вечера. Остальное время они доступны по телефону. Задача куратора – не знать все, но знать, где это все можно найти. Он – точка входа для всех коммуникаций между пациентом, его родственниками и клиникой. Его главная задача – заботиться о пациентах. Например, одному пациенту покупали обувь, для второго организовывали передержку домашних животных, для третьего искали отели и помогали организовать экскурсионную программу. Но главное – это общение. Пациентам, особенно с тяжелым заболеванием, нужна поддержка, человеческое отношение и доброе слово.

Кураторы общаются с подопечными и после выписки из стационара. Они узнают у пациента, как он добрался до дома, интересуются состоянием его здоровья и т.д. Если пациент продолжает лечение по месту жительства, они все равно поддерживают связь, узнают, не ухудшились ли результаты анализов, нужна ли какая-либо дополнительная информация, поздравляют с днем рождения и праздниками. Такой подход часто «реактивирует» пациентов, и они возвращаются к нам вновь.

Презентация конкурентных преимуществ

Наши основные каналы взаимодействия с потенциальными пациентами – это интернет (наш сайт, социальные сети и контекстная реклама) и контактный центр.

Сайт Европейской клиники – это мощный информационный ресурс, который мы ежедневно обновляем. Публикуем наиболее актуальную информацию о заболеваниях, методах лечения, последних инновациях в профилактике, диагностике и лечении онкологических заболеваний. Статьи пишут наши копирайтеры с высшим медицинским образованием. После этого все тексты проверяются нашими врачами, директором по цифровому маркетингу и мной, директором по развитию. Подавляющее большинство фото на сайте Европейской клиники – наши, мы регулярно проводим фотосессии и стараемся не использовать изображения из фотобанков.

Со всех страниц сайта теперь идет закольцовка на блок «9 причин обратиться в Европейскую клинику». На какую бы страницу сайта ни зашел посетитель, он обязательно увидит наши конкурентные преимущества.

На сегодняшний день не используем рекламу в социальных сетях, но активно ведем профили, контент выкладывается ежедневно. Соцсети дают хороший отклик и записи на консультацию, прежде всего Facebook. Даже ВКонтакте для нас работает, хотя это и было сюрпризом. Как я уже говорил, информацию о клинике для пожилых пациентов достаточно часто ищут подростки, которые активно пользуются сетью ВКонтакте.

На основе выявленных конкурентных преимуществ мы создали программу корпоративного обучения, которую проходят все новые сотрудники Европейской клиники. Также мы регулярно проводим тренинги и для опытных сотрудников. Хочется, чтобы компания вызывала у работников чувство гордости и сопричастности к тому, что мы делаем. Мы визуализировали наши конкурентные преимущества, создали тематические постеры, которые размещены в бэк-офисе Европейской клиники. В ближайшее время и зоны для пациентов ждет реновация. Мы планируем не только освежить дизайн, но и внести новые элементы оформления, в том числе связанные с нашими конкурентными преимуществами.

Контактный центр

Контактный центр – еще один канал для презентации конкурентных преимуществ Европейской клиники. Наши операторы умеют слушать пациентов. Это принципиально важно, ведь только так они могут предоставить пациенту достоверную информацию по его кейсу, а также презентовать те конкурентные преимущества, которые важны для данного конкретного пациента.

Функции контактного центра: помочь пациенту, заполнить стационар клиники и амбулаторный прием. В задачи оператора входит выявление потребностей пациентов, а также предоставление наиболее полной информации о клинике, услугах и ценах. Не всегда пациент готов госпитализироваться или записаться на консультацию сразу же. Статистика показывает, что есть пациенты, которые перед консультацией или госпитализацией заходили на наш сайт более десятка раз в течение нескольких месяцев. Время разговора оператора с пациентом мы не ограничиваем, он может длиться три минуты, а может и полчаса. У нас сложная категория пациентов, которой нужна поддержка и помощь, они хотят слышать сочувствие и понимание со стороны наших специалистов.

Если пациент не готов принять решение в ходе звонка, мы предлагаем обратившимся прислать имеющиеся на руках медицинские документы на рассмотрение. Наши врачи внимательно изучают присланные материалы, после чего мы информируем пациента о том, что мы можем сделать в данном конкретном случае. Для пациента это услуга бесплатна.

Планы на будущее

Результатом всех этих нововведений стал существенный рост лояльности пациентов. Мы фиксируем все большее количество пациентов, которые приходят к нам по рекомендации: родственников, друзей, коллег – тех, кто уже прошел лечение в Европейской клинике. Так, только за первое полугодие 2019 года этот показатель возрос на 25%. При этом в нашем случае лояльность – это не только рекомендации, но и повторные госпитализации, например, на курсы химиотерапии. В этом направлении мы также отмечаем рост до 20% по сравнению с прошлым годом.

В настоящий момент мы активно внедряем различные акции и комплексные программы, которые позволяют пациентам получить нужный комплекс услуг по фиксированной цене.

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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