Как организовывать события в медицине

О медицинских ивентах рассказывает Бисар Узденов, организатор АММ, курса СкиллМед, врач общей практики, интернет-маркетолог

Первым мероприятием, которое я организовал, стал выпускной — окончание учёбы в СЗГМУ им. Мечникова. Мы тогда навели шороху: праздновали в клубе Луна, придумали каверзные конкурсы, пригласили даже стриптизершу: врачи выпустились с 6-летней скамьи. После нескольких лет работы в ОМС, я перешел трудиться в портал РАМН. Началась системная ивент-работа: мы собирали от 50 до 250 участников по проблемам информатизации здравоохранения и телемедицине.

Я начал задумываться о своем мероприятии с пользой конечному потребителю — пациенту. Пришло понимание, что проблема многих клиник заключается в восприятии маркетинга как совокупности разрозненных инструментов. Например, в течение месяца продвигают клинику при помощи контекстной рекламы, затем переключаются на аккаунты в социальных сетях. В итоге вложения не окупаются, собственники разочаровываются и вообще перестают уделять внимание маркетингу. Поэтому я создал курс SkillMed, состоящий из трех взаимосвязанных блоков: экономика, этика и данные.

После создания курса я стал пристально следить за образованием в медицинском маркетинге. К сожалению, целью большинства семинаров и конференций была демонстрация экспертности агентства с последующей продажей услуг клинике. Я подумал, что аудитория соскучилась по качественным событиям: если сделать конференцию максимально конкретной и полезной, то нельзя не собрать зал. Так пришла идея и концепция конференции Анатомия медицинского маркетинга.

Концепция события

Знаний в области медицинского маркетинга мало и зачастую они противоречивы. Чтобы помочь представителям клиник сориентироваться в этом потоке информации, мы поняли, что нужно получить знания напрямую от профессионалов продвижения клиник. Основная концепция, лейтмотив наших мероприятий один — приглашать тех, кто продвигает клиники и просить рассказывать свой опыт, «грабли», знания.

Остальные столпы заработка на ивентах — пригласить спонсора, чтобы он еще выступил перед участниками, быстро девальвируют ценность программы. Люди избирательны к покупкам, тем более к покупкам информационно-консультационных услуг. У нас культура потребления такого рода услуг в медицине только зарождается и имеет косный характер.

Обладая ресурсами, можно много чего сделать в части организации ивента. Можно привезти Тони Робинса, и, по факту, над программой думать не надо. Но у нас другой подход и два основных вопроса перед составлением программ в блоках: «что» и «как» делают профессионалы.


Планирование: дата, цена билетов, «а обед будет?»

Большую часть времени у нас занимает планирование: по опыту лучше начинать за 4 месяца. Перед каждым планированием тщательно изучаем интересы и запросы участников. Далее, как и водится при планировании любого мероприятия, считаем расходы:

  • Аренда помещения,
  • Кейтеринг — заказ обеда и кофе-брейков,
  • Сьемка для онлайн-слушателей,
  • Полиграфия,
  • Дополнительный персонал на самом мероприятии.

Откуда берется цена билетов? Нам часто задают вопрос: «Почему так дорого?». Мы терпеливо и обстоятельно отвечаем, что помимо рекламы, постов и партнерских рассылок, мы арендуем площадку, потому что личное присутствие не заменится заочным. Стоимость площадки, если брать агрегаторы площадок для скорой руки расчета, составит от 700 000 до 2 000 000 рублей. Вот первая большая статья ценообразования.

Вторая большая статья – съемки и неограниченный доступ к материалам конференции: это означает затраты на хостинг и продакшн. После мероприятия у участников появляется доступ ко всем записям АММ и это тоже часть кухни оргов. Нарезка, подготовка файлов, заливка на сервер, оформление личного кабинета — огромный пласт работ после ивента.

Обед тоже вплетен в структуру себестоимости. Ну и голыми соколиками не могут оставаться и орги. Каждый труд должен быть оплачен. Вот поэтому мероприятие платное, не ангажированное никем, только чистой волей и созиданием сделанное.

Как выбрать правильную дату и время? После утряски вопросов с бюджетом, мы переходим к выбору даты мероприятия. Обычно, это будний день с утра до вечера. Если вы делаете мероприятие и есть пересечение с другим ивентом, то лучше возьмите дистанцию в 1-2 недели. Во-первых, успеете отстроиться друг от друга, во-вторых, одинакового бюджета на схожие ивенты нет — и выбор может пасть не в вашу пользу.


Поиск спикеров: гонорар, контроль, плагиат

На подбор спикера уходит значительное время: пока узнаешь, чем он «дышит», что продвигает и как продвигает, кто его советует… Рекомендации, безусловно, играют роль для принятия решения о включении в программу докладчика. Некоторые спикеры у нас дают лекции на курсе SkillMed.

Находить новых спикеров дело не простое. На вторую конференцию к нам стали поступать заявки на выступление от незнакомцев. Кто-то заходит с запросом: «кто, если не я?», кто-то ласково: «мы могли бы такую ценность донести до участников». Но большинство спикеров мы ищем и приглашаем сами, с просьбой поведать о своем подходе.

Мы не предлагаем спикерам ни гонорара, ни гарантированного потока клиентов. Почему нет гонорара? Конференция узконишевая, в нее никогда не зайдет крупный спонсор, как, например, в недвижке. Расходы на привлечение участников высоки, как и организационно-технические затраты. Кумулятивный эффект важнее, чем деньги: спикеры, которые выступали на АММ впервые, получают предложения выступить на других смежных или конкурирующих мероприятиях. И за ними приятно наблюдать. Большинство спикеров понимают, что АММ — хороший инструмент репутации и PR.

На конференции мы зовём практиков. Если специалист не стоит у станка, не знает особенностей именно той клиники, которую продвигает — это уже большой шаг назад в полезности материала.

Совет: жестко согласовывайте тему доклада и контролируйте контент. Был случай, когда позвал спикера — опытного и матерого, а он в атмосфере собственной исключительности вещал что-то отвлеченное и забавное. Это хорошо, но юмор и смех уместны в кулуарах, на обеде. Со сцены участник ожидает услышать «что» и «как» продвигается.

Рынок ивента и для врачей, и для маркетологов, и для собственников клиник становится насыщеннее. Выиграет тот, кто несет ценность, а слог с трибуны может быть и не высокий.  На отраслевых мероприятиях нужно находить человека либо изнутри, либо разбираться самому организатору, как отмечалось выше.

Множество спикеров на ивентах о медицинском продвижении устойчиво повторяют заученные догмы продвижения. Поэтому риск плагиата нивелируется только при модерации презентации и проговаривания содержания доклада. Целевая аудитория не прощает множественных промахов в контенте. Либо думаешь о программе с заботой, либо ищешь другую работу. На второй конференции АММ у нас присутствуют спикеры, которые уже выступали, но раскрыли не все свои стороны и они приглашаются по запросу аудитории и обратной связи от них же. Они интересны, доступны и понятны. Но, главное, практикоприменимы их доклады.


Поиск тем: запросы, отстройка от конкурентов

Маркетинг в медицине специфичен, так как находится на стыке услуг, продуктов и социальности. Темы, которые мы освещаем на АММ, злободневны для всех: мы учим бороться в условиях жесткой конкуренции за пациентопоток и прибыль, при этом не теряя в этике.

Уверен, что в части докладов кому-то информация известна, но всегда стою на том, что в любом докладе даже самый крутой специалист найдет одну фразу, которая окажется гроу- или лайфхаком.  В общем и целом, конференция — площадка для отождествления общей температуры по больнице.

Мы находим темы в основном исходя из обсуждений на курсе с представителями клиник, обсуждения в Клубе медицинских маркетологов, там же уточняю все в опросе, делаю рассылку, потому что уже очень долго работаю в нише медицинского маркетинга. Уже симбиотически врос в понимания продвижения клиник. У меня в голове есть четкое понимание того, что на самом деле хотят люди, которые приходят слушать хороший доклад. И на основе этого мы модерируем доклады и отправляем их на доработку, при необходимости. Осенние доклады на АММ 2018 года присылали за месяц и даже больше.

Надо отдать должное, большинство спикеров готовили отличную визуальную подачу материала, ну а скрепление словом на самом мероприятии давало огромную отдачу от участников. Отзывы и благодарности я имею в виду, не только деньги. Иногда захожу на страницу с отзывами и получаю удовольствие от повторного чтения – это ракетное топливо для оргов. Был интересный случай, когда один из организаторов мероприятия, перекликающегося с АММ, жаловался на то, что потенциальный участник их ивента говорил им: «зачем нам идти на ваше мероприятие, если мы идем на АММ?».


Продвижение: PR, партнеры, прямая реклама

Как собрать людей на событие, чтобы окупиться? Первая АММ собрала 212 участников, не считая спикеров. Вторая АММ потребует чуть больше усилий, есть амбиции сделать ее еще более качественнее. В общем, первый элемент продвижения — программа и репутация первого события.

Привлекать участников дорого: нужно понимать, что сделать конференцию без поддержки партнеров, без какой-то базы, без минимальных денег — это большой риск. Чтобы оценить эффективность, каждый канал продвижения желательно прометить. Важно выставить последовательность донесения информации по каждому каналу.

Партнеры — довольно эффективный, но трудозатратный канал. Много приходится писать, просить запостить, взять статью в печать. Многие отзываются, многие откликаются коммерческим предложением, но коммерческое предложение по опыту первой АММ, заканчивается безвозвратно с «отрицательным ROI». Поэтому не все партнеры одинаково полезны. Рассылки партнеров в подогреве аудитории играют исключительно важную роль, т.к. это их аудитория, их клиенты. И поэтому, естественно, выше лояльность к предложению, больше шансов на покупку билета.

Партнеры, которые готовы донести информацию об АММ до своей аудитории, получают первые места в залах и на наших страницах в сети и на бумаге. Но есть и те, которые просто не делают заявленное: это не аномалия, а проза жизни. Работа с партнерами — это модель касаний и прогрева интереса, не всегда её можно измерить количественно. От первого касания до покупки билетов может пройти одна или две недели, если это разные каналы, то отдается предпочтение наиболее доверительному.

Выбирая рекламные каналы продвижения, мы всегда задумываемся и готовим релевантный контент: для инсты это слайдер, сторис и видео; для фейсбука картинка с текстом и видео. Видео со спикерами отличный формат, но сам продакш ресурсоемкий, поэтому лучше сделать нарезки сразу после мероприятия. Также мы подключаем рекламу на поиске с РСЯ/КМС.

Делать поисковую оптимизацию по мероприятию преждевременно, пока мероприятие молодое. Все каналы продвижения необходимо плавно подключать и постепенно разогревать. Насчёт разогрева, получается очень интересная картина в поиске. При наборе «Анатомия медицинского маркетинга» вылезают куча не релевантных превьюшек (визиток) поисковой выдачи, среди которых агентства и другие мероприятия. Это сигнал о том, что PR работает и его нужно только поддерживать.

Важно критично относиться к программе и самой организации ивента. Каждый лид проходит через меня, с каждым из участников, почти с каждым, знаком либо в Fb, либо в VK, либо в жизни. Поэтому есть представление, что, для кого и как делать. Наше мероприятие окупилось в первый раз с положительными отзывами. Уверен, что пройдет безубыточно и во второй раз.

Главный секрет успешного события от Бисара Узденова

Когда я задумывал конференцию АММ, то меня не останавливала мысль, что я могу сработать в минус. Но я боялся сделать не то, что полезно аудитории.

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