Categories МаркетологуPosted on

Как оптимизировать прибыль от рекламных акций — опыт «Доступной стоматологии»

Дмитрий Денисов, проектный маркетолог и консультант по продвижению медицинских услуг, с середины 2019 года работает с петербургской сетью «Доступная стоматология». Дмитрий рассказал НаПоправку, как с помощью аналитики утроить выручку по рекламным акциям клиники.

Конкурентные преимущества

«Доступная стоматология» появилась в 2015 году и работает в среднем ценовом сегменте. Сейчас в сети 6 клиник, 40 врачей, в год она помогает 20 000 пациентов. Около 20% из них приходят по рекомендации.

Преимущества:

  • У клиники привлекательные цены на имплантацию, протезирование, брекет-системы. Некоторые позиции, возможно, лучшие в России. При первичном обращении пациентам на руки выдается полный план лечения. Цена в нем фиксируется на весь срок лечения. Если пациент ставит импланты, коронки и проходит процедуры, стоимость не изменится.
  • Каждый врач должен не менее 4 раз в год проходить обучение: это обязательное условие работы в сети.
  • В сети клиник используются современные технологии: бинокуляры, лечение под микроскопом, рентгены. Пациентам дается «бесконечная» гарантия. Если пациент соблюдает план профилактических мероприятий, зависящий от проведенного ему лечения, гарантия пролонгируется.
  • Сеть активно расширяется. Цель – быстро покрыть все районы города, стать доступнее для пациентов.

Проект оптимизации акционных предложений

Проект оптимизации стартовал в августе 2019 года и длился два месяца. На тот момент в клинике накопилось около 20 акций, которые достались мне по наследству и воспринимались как традиционные. Но никто не считал их эффективность и востребованность. Мы с командой решили это исправить.

Сначала мы собрали всю доступную информацию по акциям и пациентам: сколько пациентов пришло по каждой акции, какой средний чек, сколько они заплатили на первичном приеме, какие суммы плана лечения насчитали. Статистика собиралась через 1С, Roistat, колл-трекинг, где каждому пациенту присваиваются соответствующие теги. Этот массив данных проанализировали статистическими методами и получили огромные таблицы цифр.

Затем провели так называемый скоринг. Он активно используется в финансовой сфере. Скоринг позволяет выставить оценки интересующим вас явлениям по различным параметрам. Затем оценки суммируются, по итоговой сумме можно сделать выводы, что приносит выгоду, а от чего стоит отказаться.

Шкалу скоринга мы разработали сами: сколько баллов каждому параметру присуждается, какие параметры стоит учитывать, а какие нет. Мы создали рабочую модель, которую перенесли на реальные цифры и оценили период в 12 месяцев. Всего использовали 9 параметров, у каждого – свои вес и значимость. К сожалению, полностью раскрыть методологию и удельный вес параметров я не готов. Но думаю, что коллеги смогут воспроизвести нечто подобное.

Некоторые из параметров, по которым мы оценивали акции:

  • количество первичных пациентов по акции в конкретном периоде,
  • число пациентов, внесших деньги,
  • внесенная сумма в этот период,
  • конверсия пациентов в оплату,
  • средний чек.

Наибольший вес из всего списка имели три параметра: число пациентов, конверсия в оплату и сумма оплаты – они сильнее остальных влияли на итоговую оценку акции.

По результатам скоринга каждая акция получила некоторую сумму баллов. Мы оценили акции по количеству баллов и еще раз перепроверили по приоритетным параметрам, чтобы избежать ошибки.

В конце проекта мы сократили число акций в три раза. Кроме того, раньше акции часто чередовались, теперь же они стали долгосрочными. Эффект получили быстро: в первый месяц после внедрения выручка по акциям выросла на 50%. От месяца к месяцу она росла в среднем на 30-40%, в итоге за 5 месяцев мы утроили выручку по акционным предложениям.

Кстати, ранее мы уже рассказывали, как стоит планировать и разрабатывать акции в медицине.

Выводы

  • По итогам проекта мы поняли, что скидка – это не решающий фактор в выборе клиники. В стоматологии огромное количество различных видов лечения, и они часто растянуты во времени. Невозможно на все эти работы давать скидки.
  • Одновременно с анализом данных мы изучили целевую аудиторию и выстроили новую рекламную стратегию. Например, в социальных сетях, где сидят молодые пациенты, мы сконцентрировались на продвижении акций на ортодонтию и гигиену. Локальную наружную рекламу переориентировали на более возрастную аудиторию и соответствующие акции.
  • Не работает акция «Зуб за день», то есть установка импланта и временной коронки за один день. Думаю, что причина в высокой стоимости – около 30 тысяч рублей. Эта цена отпугивает. Пациентов больше привлекает имплант по низкой цене. Они приходят за ним в клинику, ставят и на месте узнают, что можно уйти уже с готовым зубом. Некоторые тут же думают: «А зачем я буду с дыркой ходить, если можно сразу зуб поставить?».
  • Разные акции работают в разные месяцы. Мы пока только отслеживаем эту тенденцию, выводов еще нет, но закономерность очевидна.  
  • Отказались от акций на кариес и другие низкомаржинальные услуги.
  • Пытались нащупать правильный формат цены: 4999, 6990, 6500, 8000 и пр. Победили некруглые числа.

Разработка новых акций

Новая акция появляется из потребности клиники. Например, нам нужно продвинуть новый вид имплантов. Анализируем конкурентов, их цены и предложения. В стоматологии с этим сложно. Каждая клиника рекламирует имплантацию по-разному: кто-то только имплант, кто-то с установкой. Есть клиники, где консультация врача платная, а в других – бесплатная.

Для нас важна рентабельность, поэтому при разработке акции мы спускаемся до карточки услуги. В ней рассчитана минимальная цена, ниже которой мы опуститься не можем. К этой стоимости прибавляем цену привлечения пациентов в каждом канале. Например, реклама лечения кариеса стоит дорого, а услуга прибыли почти не приносит.

Кстати, стоимость записи от НаПоправку гораздо дешевле большинства рекламных каналов, прежде всего контекстной рекламы. Оставьте заявку, чтобы мы рассчитали количество записей, которые сможем вам давать, и прислали расчет на почту.

После этого выбираем нужную целевую аудиторию. По разным акциям она принципиально отличается. Мы составили портреты, аватары наших клиентов. Среди них есть разные возрастные категории, мужчины, женщины с разными потребностями и разными ситуациями. У каждой аудитории – свой канал привлечения.

Допродажи

Наши акции направлены на первичных пациентов. Вопрос вторичных решается уже внутри самой клиники с помощью координаторов. Координатор присутствует на некоторых приемах, обязательно на первичном. Он составляет план лечения. Подбирает совместно с пациентом оптимальные решения по цене, срокам, по адаптации.

Координаторы сопровождают пациента в течение всего лечения и работают на возвратность. Также у нас есть депозитная система и акция «Приведи друга». Еще делаем рассылки для пациентов, поздравляем с праздниками.

Прочитайте статью сети «Мастерская здоровья», в которой клиника описала, как работают ее координаторы.

Планы

Сейчас мы перешли на следующий этап. От акций – к попытке понять, как человек принимает решение. Как я уже сказал, каждый месяц одни и те же акции выстреливают по-разному, и это не связано с рекламными носителями. Мы это сейчас исследуем через опросы пациентов, статистику и наблюдение.

Глобальная задача – найти как можно больше закономерностей в этих массивах данных. Чем больше выявим закономерностей, тем точнее будут прогнозы и тем устойчивее будет клиника.

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Маркетинг клиники на жителей района

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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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