Как правильно продвигать клинику – мнение маркетинговых агентств

«Мы маркетинг аутсорсим, агентства лучше знают”, — порой отвечают на вопросы о рекламе владельцы клиник. В России появляется все больше рекламных, маркетинговых и digital-агентств, специализирующихся на продвижении медицинских центров и услуг. Они видят рынок с разных сторон, анализируют показатели конкурирующих игроков и знакомы с маркетингом других отраслей.
Мы обратились к экспертам трех компаний и попросили дать полезные советы.

Сергей Сена — директор агентства Zum Punkt. Работают с клиниками «Скандинавия», «Даная», «Медси», «Альтермед», «Эксимер», Medical On Group, компанией Genotek
С чего начать
Многие забывают о фундаменте продвижения — сайте. Прежде чем направлять трафик, приведите в порядок сайт. Это основа. Нередко у клиник мы видим сайты даже без адаптивной версии, хотя в медицине мобильный трафик, по нашей статистике, достигает 60-70%.
В медицине много устаревших, неудобных сайтов, которые покупают рекламный трафик с очень низкой конверсией, менее 1%. Устарели сайты без адаптивной версии, без формы записи на прием. Плохо, когда отсутствует интерактив, одна статика. Много примеров с неудобной навигацией, когда все вкладки свалены в левую колонку, или с меню, в котором группировка пунктов не отвечает логике поиска. Отдельная проблема — низкая скорость загрузки сайта.
Таким клиентам мы рекомендуем обновление. Для этого сейчас есть варианты на любой бюджет: Тильда (подойдет небольшим проектам), шаблонные (в хорошем смысле) решения, например Аспро (на средний бюджет), а также индивидуальные решения на Битрикс и фреймворках. Мы отказываемся работать с некоторыми клиентами, если они не готовы обновить сайт.
Что учесть
В медицинском маркетинге совершенно отличается подход к подаче услуги/товара. Если в интернет-магазине у товаров одинаковые карточки и механизмы стимулирования покупки, то в медицине есть горящие услуги, которые нужны сегодня-завтра, а есть долгий скрупулезный выбор серьезного лечения. Оба типа услуг живут на одном сайте. Для продвижения первого типа нужны лендинговые страницы и понятный способ записи, для второго — большая страница с подробным описанием, отзывами и т.д., а то и серия таких страниц.
На что тратить
Если говорить о разбивке бюджета на продвижение, то мы рекомендуем 80-90% направлять на digital-инструменты, 10-20% — на офлайн-рекламу (стикеры в метро и лифтах, наружную рекламу на билбордах). Если бюджет ограничен (до 500 000 рублей в Санкт-Петербурге), то все деньги направьте на digital.
Обязательный набор инструментов (70-80% бюджета): SEO, контекстная реклама, работа с отзывами и репутацией (сбор реальных отзывов и оперативные ответы на публикации в интернете), лидогенераторы, тематические агрегаторы (например: НаПоправку или DocDoc), поддержка и развитие сайта, сквозная аналитика.
Опциональный набор, дополнение к основному пакету (15-20% бюджета): таргетированная реклама, контент-маркетинг, работа с микроинфлюенсерами (блогеры).
Экспериментальный набор (5-10%): пробовать что-то новое и считать эффективность. К примеру, мы сейчас тестируем публикацию материалов клиники на платформе Яндекс.Дзен и размещение баннеров на Яндекс.Здоровье.
Но всегда есть исключения. Например, для медицинской косметологии может прекрасно работать реклама и посты у блогеров в Instagram. Включайте этот канал в первый эшелон.
Как закрепить результат
Помимо первичных запросов, работайте на возвращение пациентов и лояльность. Наша практика показывает, что до работы с базой, как и до сайта клиники, руки обычно не доходят. Все сосредоточены на первичных пациентах и каналах их привлечения.
В медицине отзывы критичны, не только на клинику, но и на врачей. В интернет-магазине важно следить только за рейтингом самого магазина и, пожалуй, только на Яндекс.Маркете, а отзывы на товары, как правило, обеспечивают сами производители. В медицине есть несколько крупных агрегаторов, которые содержат отзывы и на клинику, и на каждого врача. Критичность к ним пользователей гораздо выше: довериться магазину, задержавшему доставку пару раз, куда проще, чем врачу, про которого пишут, что он плохо лечит.
У одного нашего клиента остро стоял вопрос: записи есть, но много недошедших и отмен. Мы проанализировали ситуацию, выяснили, что такая картина не по всем врачам, а по нескольким. Пациенты звонили в клинику, записывались на прием, узнавали фамилию доктора, а потом не приходили. Мы изучили рекомендательные площадки и поняли: именно у этих врачей были самые плохие отзывы, ниже среднего. Обратили внимание клиента на это, помогли построить систему сбора отзывов (с упором на отстающих врачей). В результате, когда ситуация нормализовалась, количество отказов и «неявок» сократилось на 60%.

Полина Виноградова — медиа-директор digital-агентства R:TA. Работали с KDL и мед. компаниями: Medcom, Omega Pharma, Merz
Основная цель медицинского центра — охватить ближайшие районы города, поэтому в первую очередь используйте каналы с локальным геотаргетингом. Сейчас таких инструментов большинство, например: соцсети и контекстная реклама. Наши кейсы показывают, что стоимость лида из инструментов с супергео в разы ниже, чем реклама по Москве. Разница по стоимости может достигать 10 раз.
Не менее 60-70% рекламного бюджета я рекомендую тратить на инструменты Яндекс и Google c привязкой к гео: геозапросы («центр диагностики метро Сокол»), супергео в соцсетях, ремаркетинг. Остальные — пустить на таргетированную рекламу в социальных сетях, особенно если есть акции и выгодные предложения.
Яндекс и другие сервисы, например myTarget, позволяют отслеживать доходимость (в Яндексе — при помощи PVL (place visits lift), в Яндекс.Метрике и myTarget — внутри рекламного кабинета). myTarget также позволяет отслеживать конверсию, если вы используете CRM. Вы сможете связать тех, кто видел вашу рекламу с теми, кто в итоге дошел или сделал покупку. Это позволит грамотно распределить бюджеты.
Обязательно используйте коллтрекинг, чтобы понимать, откуда звонят люди. Отслеживайте данные вплоть до ключевого слова и используйте для корректировки рекламных кампаний. Часто люди звонят за консультациями или вопросами. Если вы получили номер телефона, его нельзя потерять, необходимо начать с ним работу, проводить специальные акции по базе собранных номеров.
Также не забывайте о сарафанном радио, обратите внимание на качество сервиса и программы лояльности. Довольные пациенты будут рекомендовать вас бесплатно, а выгодная программа лояльности мотивирует их вернуться. Ведь в развитии клиники важна не столько стоимость первого обращения, сколько Lifetime Value.

Татьяна Липина — CEO интернет-агентства «ВЕЛАС». Работали с «Авиценна», «Алан-Клиник», «Золотое сечение», МЦ “Весна”
Общий план
Давать универсальные рекомендации сложно. Под каждый случай мы разрабатываем индивидуальную стратегию. Но если взять, к примеру, многопрофильную клинику в городе-миллионнике, то предложу следующие шаги.
1.Определить приоритеты по направлениям (какие отделения, какие специальности нуждаются в загрузке в первую очередь, в том числе с точки зрения рентабельности).
Разработать и запустить рекламную кампанию в поисковиках Яндекс и Google:
— по целевым запросам приоритетных направлений (насколько хватит бюджета), если останется — добавить менее приоритетные;
— учесть известность клиники в городе, если она новая, то акцентировать внимание на названии, чтобы запоминалось;
— усилить рекламу в поисковиках показами объявлений на тематических площадках тем, кто недавно искал соответствующие услуги;
— проанализировать рекламируемые направления: если критична привязка к геолокации, сузить показы рекламы на конкретные районы города;
— настроить кампанию по социодемографическим характеристикам;
Создайте портрет своего пациента, сформируйте понимание его социодемографических характеристик: семейного положения, рода деятельности, особенностей поведения, интересов и т.д. В интернет-рекламе есть возможность тонкой настройки показов для целевой аудитории. Например, это сервис Яндекс.Аудитории, который подбирает сегменты для таргетинга по списку контактов постоянных клиентов. С помощью геосегментов вы можете показывать объявление людям, которые живут и работают в шаговой доступности. Или показывать рекламу пациентам из вашей базы с напоминанием о регулярном профилактическом осмотре.
— возможно, для экономии бюджета настроить временной таргетинг, но сразу это лучше не делать, сначала надо собрать аналитику;
Допустим, через месяц кампании вы видите, что пользователи активно переходят на сайт в утренние часы. Тогда можно немного повысить ставки на это время. Но опираться необходимо на статистику конкретной клиники. Оптимизация по времени — нестрогая рекомендация, но она поможет сэкономить.
3. Проработать аналитику, проверить, собираются ли корректно данные, все ли звонки и заявки доходят.
Помните о мобильных
Люди ищут медицинский центр, когда что-то болит. Используйте рекламу на мобильных, возможно, даже с повышающим коэффициентом. Когда ищут в смартфоне, потребность острая. Проследите, что объявление содержит номер телефона, чтобы пациенты звонили сразу.
С одним из клиентов мы подключили статические номера в коллтрекинге, чтобы узнать долю звонков с объявления в выдаче (без захода на сайт). Выяснили, что в этом случае 8% всех звонков в клинику поступало из объявлений. Эти данные скорректировали наше представление о реальной стоимости звонка. Оказалось, что она ниже на 15%.
4. Отслеживать динамику и оптимизировать кампании в реальном времени.
5. Добавиться во все карты (Яндекс и Google) и на сайты агрегаторов (2Gis и т.д.)
Важные ограничения
Клиника по ряду запросов конкурирует с фармацевтическими препаратами, а это несопоставимые бюджеты, особенно если речь идёт о федеральной фармкомпании и частной клинике в небольшом городе. Местному игроку с этим бороться сложно, но нужно учитывать и корректировать стратегию.
В медицинском маркетинге есть жесткие ограничения по законодательству. Особенно это проявляется в Google AdWords, где непросто пройти модерацию. Поведенческий таргетинг и ретаргетинг доступны с ограничениями. Буквально с февраля Яндекс.Директ разрешил рекламу некоторых медицинских тематик по условиям ретаргетинга и подбора аудитории, а также по поведенческому таргетингу. Речь идет о 12 направлениях:
- лекарственные препараты
- витамины, добавки, пребиотики
- медицинская диагностика
- стоматология
- общая терапия
- гастроэнтерология
- флебология
- ортопедия
- педиатрия
- офтальмология
- оториноларингология
- ветеринарные препараты и услуги
Помните, что продвижение бренда медицинского центра, медийная реклама в медицине, формирование доверия к бренду — это всегда игра вдолгую. Быстрый ощутимый результат невозможен.
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