Как открыть клинику и превратить ее в сеть

Дмитриева Наталия, кандидат медицинских наук, управляющий собственник медицинского центра «Альбатрос», поделилась с НаПоправку невероятным кейсом. За несколько лет небольшой дерматологический кабинет в городской поликлинике превратился в сеть клиник, а бывший главврач — в успешного предпринимателя. Рассказываем, что бывает, когда решаешься воплотить романтическую идею в бизнес.

О клинике

Клиника «Альбатрос» зарегистрирована в июле 2010 года, принимает пациентов с 2011-го года. Она началась с крохотного дерматологического кабинета в городской поликлинике, где работали всего три сотрудника: два администратора и я (как генеральный директор, врач и иногда даже уборщица).

Но проект выстрелил. За три года мы открыли 7 филиалов в городских поликлиниках Невского, Фрунзенского, Московского районов Санкт-Петербурга и Кронштадте, а также многопрофильный медицинский центр.

В 2019 году расширили многопрофильный медцентр в Невском районе, купили еще одно помещение. К амбулаторно-поликлиническому добавилось отделение эстетической медицины. Сейчас в штате уже не три, а сто человек, половина — врачи. Дополнительно маркетинг и бухгалтерия работают на аутсорсе.

О количестве пациентов за последний год из-за пандемии говорить бессмысленно, поэтому скажу, что в нашей CRM-базе 33 000 пациентов. В месяц примерно 50% — это первичные пациенты, а 50% — повторные.

Наши конкурентные преимущества

  • Первое конкурентное преимущество — это опыт. За 10 лет на рынке бренд «Альбатрос» заслужил доверие тысяч пациентов и стал знаком качества.
  • Расположение. Отделения работают в городских поликлиниках. Пациентам, которые уже пришли в поликлинику, удобнее зайти в наш кабинет, чем в какой-то другой раз обратиться в специализированное, но даже бесплатное ЛПУ.
  • Доступность. Мы работаем в сегменте комфортных цен, стараемся быть доступными для всех, в том числе для пенсионеров и малоимущих.
  • Специализация. Мы не распыляемся, работаем в рамках узкой специализации. Люди знают, что с новообразованиями кожи надо идти в «Альбатрос».
  • Радушие. К нам приходят как к себе домой, не только получить услугу, но и пообщаться.

Как появился «Альбатрос»?

Как говорят мои родственники, дурная голова ногам покоя не дает. К 2010 году я уже несколько лет проработала главврачом в найме, накопила серьезный опыт и целый список компетенций. Наступила точка невозврата, когда я подошла к собственнику клиники и сказала, что хочу развиваться и предлагаю следующий план. Но собственник хотел оставить все как есть. Я поняла, что доработаю до конца трудового договора и уйду.

В должности главного врача стало тесно и захотелось большего. Можно было открыть именную маленькую клинику и дальше развиваться как врач, но я хотела расти как предприниматель и управленец.

Мной руководила романтическая идея — научить докторов поликлиник видеть заболевания кожи. Я работала в сегменте диагностики и лечения новообразований кожи больше 10 лет и часто сталкивалась с врачами и пациентами, которые не обращают внимание на кожу. Родинка может быть не больше 2-3 мм, пациент ее не замечает, но меланома — это одна из самых злокачественных опухолей, которая быстро метастазирует. В Европе и Америке загорают больше, но там чаще проходят дерматоскопию и раньше выявляют заболевания. Благодаря профилактике статистика выздоровления гораздо лучше. Мне хотелось улучшить ситуацию и в России. Ведь если врач проведет простое обследование на приеме, обратит внимание на родинку, это может спасти жизнь.


Кстати, ранее мы рассказывали, как врач-проктолог с большим опытом открыл собственную клинику в Петербурге.


Как проект развивался?

Переход из главврача в предприниматели получился болезненным. В найме ты остаешься под крылом, генеральный директор и владелец могут дать совет, подстраховать. В собственном бизнесе вся ответственность лежит только на тебе.

«Альбатрос» начался с кабинета в городской поликлинике. Я заключила договор аренды, затем получала разрешение Роспотребнадзора, лицензию. Сторонних инвестиций не привлекала — только личные накопления.

Встал вопрос о рекламе. В поликлиниках нельзя повесить рекламные плакаты или баннеры, но мы напечатали листовки формата А6. Листовки разместили рядом с регистратурой на специальных стойках, которые выделила администрация. Цены на первичные консультации сделали скромными.

Это дало поток пациентов: зачем ехать куда-то еще, если все рядом. Пациенты приходили в городскую поликлинику, заходили в наш кабинет и спрашивали, можно ли проконсультироваться.

Но дополнительно мы рекламировались везде, где только можно: в контексте, соцсетях, использовали наружную рекламу. Месяца за три дошли до полной загрузки. Считаю, что помогло удобное расположение и ценовая политика. Бизнес-план расширения я не просчитывала: нырнула в омут с головой, примерно понимая, что если буду работать одна с администратором и все будет хорошо, то можно открыть второй кабинет.

Один кабинет быстро превратился в два, потом в три и больше. В итоге мы открыли 7 кабинетов за два года, при этом деньги из оборота не выводили.

Как появился многопрофильный центр?

Постепенно возникла идея открыть многопрофильный центр. Кожа связана с другими органами и направлениями: гинекологией, косметологией.

Центр открылся в январе 2012 года в Невском районе. Это второй район по заселенности в городе, рядом поселок Кудрово. Мы рекламировались везде: вывески, наружная реклама, агрегаторы, Яндекс.Директ, Google Ads и т.д.

Хороший поток шел от наших филиалов в поликлиниках. Люди обращались за консультациями смежных специалистов: гинеколога, косметолога и т.д. Важную роль опять же сыграло расположение: люди не готовы ездить далеко.

Приблизительно за два года вышли на полную загрузку. По сравнению с кабинетами открыть многопрофильный центр гораздо сложнее: расходы больше. Впервые пришлось брать кредиты, выкупать помещение в собственность. Но проект окупился тоже за два года.

Управление многопрофильной клиникой и кабинетом принципиально не отличаются, только увеличивается масштаб проблем и инвестиций. Но благодаря ему я научилась делегировать. Раньше за все я отвечала сама, сейчас на каждый сегмент — отдельный человек.

Какие проблемы возникали?

Больше всего проблем принес персонал. Если вы создаете медицинскую сеть, где филиалы удалены друг от друга, то людей сложнее контролировать, есть трудности с общением и передачей поручений. Найти баланс между доверием и контролем сложно.

На старте я не проговаривала с персоналом все детали. Излишняя доверчивость приводила к потере денег: было воровство, работа мимо кассы. Врачи уходили в течение рабочего дня или не приходили не прием. Такие моменты сильно ранят. Мы же всех судим по себе, и я бы никогда не смогла без предупреждения пропустить работу. Но постепенно я научилась не принимать такие поступки близко к сердцу и проговаривать все на собеседовании.

Сейчас сотрудники общаются в чатах в WhatsApp, проводятся общие мероприятия. В кабинетах в рамках закона ведется видеонаблюдение. Я могу посмотреть, на месте ли сотрудники и чем они заняты. Работники в курсе, что их контролируют.

Удивительно, но двое сотрудников работают со мной до сих пор с первого дня. Многие работают по 8-9 лет. Еще два моих доктора открыли собственный медицинский центр, я сначала переживала, теперь горжусь. Понимаю: в «Альбатросе» прекрасная школа. Наших врачей брали без стажировки в другие медицинские центры, потому что знали, что «Дмитриева научит».

Помимо управления персоналом мне не хватало опыта в финансах и управлении. В 2013 году я пошла учиться в Высшую Школу Менеджмента. Это приносит плоды. Мою модель бизнеса переняло государственное учреждение. Они привлекли большие инвестиции от государства, внедрили мою модель и успешно работают. Мне было обидно, но выиграли от этого пациенты.


Кстати, ранее мы рассказывали об HR в медицине.


Как реагировали пациенты?

Еще одна проблема при развитии клиники возникла с пациентами. Они не понимали, почему мы оказываем платные услуги в поликлинике. Приходилось преодолевать возражения. Также пациенты часто невнимательны к своему здоровью, не хотят лечиться. Думают, что кожа — это не голова и не сердце. Ты их убеждаешь, а они не следуют рекомендациям.

Мы много сил потратили на профилактические и просветительские мероприятия. С 2011-го года ежегодно участвуем в благотворительном марафоне для компании La Roche-Posay — День диагностики меланомы. Все филиала «Альбатроса» принимают пациентов бесплатно. C La Roche-Posay мы на одной волне, в этом году нас пригласили в торговый центр рядом с клиникой прочитать лекцию о пользе и вреде загара.

Как руководитель считаю это нашей миссией и социальной ответственностью. На таких бесплатных мероприятиях удается выявить множество новообразований и вовремя направить людей на лечение. Мы также много разговаривали с врачами, проводили врачебные конференции. В итоге коллеги услышали призыв и сейчас активно с нами сотрудничают.

Как работает маркетинг?

Больше всего денег сейчас «Альбатросу» приносят дерматология и медицинский педикюр. 30% пациентов приходят от агрегаторов, а 70% — из Instagram и ВКонтакте. Но разные направления продвигаются в соцсетях с разным успехом.

У врачей есть материальное вознаграждение за направление на процедуры и к смежным специалистам. Считаю, что всем нужен стимул. Да, не все врачи задумываются о среднем чеке. Но я объясняю, что врач должен руководить пациентом, а не наоборот. Врач знает, какие процедуры показаны в каждом случае, и он должен объяснить пациенту, что их надо пройти. Это вопрос самолюбия и профессиональной гордости доктора.

Сквозной аналитики у нас нет, то есть не получится нажать на одну кнопку и получить результат. Но «руками» я могу найти, когда пациент был на приеме и у какого врача, стоимость выполненных процедур, историю перенаправления к другим специалистам.

Мы делаем рассылки: поздравляем пациентов с праздниками, рассказываем о скидках, акциях. Все это работает через CRM-систему «ПрофСалон». Она же настроена так, что пациент может оставить отзыв после приема.

Со всеми негативными отзывами работаю только я, так как это результат моих личных недоработок. Негативные отзывы вскрывают слабые места компании. Я отвечаю на все отзывы, в том числе и позитивные. Пациентам важно, что они написали не в пустоту.

Совет тем, кто хочет открыть клинику

Любой бизнес — это сложно. Медицина еще сложнее: много разрешительной документации, подводных камней, приказов, которые постоянно меняются. И медицина не относится к высокомаржинальному типу бизнеса. Здорово, если прибыль составит 10-15%.

В найме работать проще, в своем деле голова болит всегда. Собственник не может закрыть дверь и сказать, что у меня отпуск или рабочий день закончился. Перед открытием бизнеса подумайте, может, лучше быть классным специалистом, работать в хорошем месте, развиваться и неплохо зарабатывать. Если вы классный врач, то открывайте маленькую авторскую клинику и затем учебный центр.

Затевать собственный крупный бизнес стоит, если вы классный врач и вам все надоело. Если доктор ведет прием, ему не хватит времени на управление бизнесом. Чтобы компания развивалась, придется отойти от своего клинического приема, а вместо него получить допобразование, изучить менеджмент и финансы, управление человеческими ресурсами.

Еще за годы управления я поняла, что для успеха важно не бояться:

  • нанимать профессионалов за большие деньги,
  • платить большие оклады,
  • работать со «звездами»,
  • обучать людей.

Все это окупается и приносит выгоду.

Бесплатно скачивайте наши книги:

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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  178. Hi there just wanted to give you a quick heads up. The text in your article seem to be running off the screen in Firefox. I’m not sure if this is a formatting issue or something to do with browser compatibility but I thought I’d post to let you know. The design look great though! Hope you get the problem fixed soon. Kudos

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  180. Hiya! Quick question that’s entirely off topic. Do you know how to make your site mobile friendly? My weblog looks weird when viewing from my iphone 4. I’m trying to find a template or plugin that might be able to fix this problem. If you have any recommendations, please share. Thanks!

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