Как развивать медицинский туризм при закрытых границах

Сизова Анна Борисовна, руководитель агентства «Upmed» — медицинский маркетинг, туризм и IT решения для клиник, руководитель комиссии по экономике Молодежной коллегии при губернаторе Санкт-Петербурга, рассказала, как привлечь в клинику медицинских туристов.

Клиника

К сожалению, я не могу разглашать название клиники, в которой я и моя команда развивали медицинский туризм, но постараюсь ее описать.

Небольшая стоматология в спальном районе Санкт-Петербурга на первом этаже многоэтажки. Клиника открылась в 2016 году, к старту проекта проработала два года. В ней было пять врачей: хирург, ортопед, терапевт, имплантолог, пародонтолог.

Позиционировалась клиника как премиум-сегмент. Она фактически закрывалась под каждого пациента, большинство из которых приезжали на 3-5 часов для сложных процедур.

Пациенты обращались по рекомендации или жили поблизости. Но постепенно район разросся, появилась конкуренция. Первичных обращений стало не хватать. Требовалось загрузить хирурга и ортопеда, увеличить число «сложных работ».

Стоимость рекламы тоже росла. Мы успешно запускали таргет в VK, Instagram. Продвижение на Google и Яндекс.Картах хорошо работало. Но хотелось сделать быстрее, выше, сильнее. Стало понятно, что надо менять систему.

Запуск медтуризма

Идея о медтуризме родилась из практики. В клинику каждый месяц уже обращалось несколько медтуристов. Часто приезжали из Финляндии и Эстонии. Медицинская страховка в этих странах дорогая. Но живет много выходцев из СНГ, у них есть мужья и жены. Эти семьи хотели вылечить зубы быстро, качественно и недорого.

Тогда мы создали посадочные страницы на финском и на английском языках. Тексты писали носители языка, это важно. С посадочными пришлось поработать. Не сразу, но мы поняли: финским и эстонским гражданам было важно увидеть, что «наши уже здесь лечились». Понадобилось собрать отзывы и кейсы от иностранных пациентов.

В качестве услуг-«локомотивов» выбрали объемную сложную имплантацию с синус-лифтингом, «все на четырех» и виниры. Все это легко показать на фото до/после. Кейсы с иностранцами продублировали в Instagram и запустили рекламу через Facebook. Для Финляндии еще использовали контекстную рекламу.

В качестве бонуса предложили пациентам проживание в подарок. Это отлично работало. Я сама была медицинским туристом, ездила в Германию на лечение. В медтуризме главное — это сервис. Человеку и так плохо, так еще новый город и будущее лечение пугают, поэтому туриста нужно окружить заботой.

Для этого мы организовали службу кураторов лечения. Это связующее звено между врачом и пациентом. Когда мы запускали проект по медтуризму, я сама работала как куратор: встречала на такси, заселяла в квартиру, показывала, рассказывала, заказывала питание, водила за руку и объясняла все по несколько раз. Квартиры мы находили через агрегаторы и снимали посуточно. В Петербурге многие сдают квартиры рядом с крупными медцентрами.

Пандемия

Мы проработали буквально 2-3 месяца — и… границы закрылись. Грянула пандемия, медтуризм схлопнулся. Мы перестроились и продолжили делать все то же самое, но внутри нашей страны. Выбрали нефтяные регионы, северные города, в том числе Мурманск — именно он стал лидером по количеству медицинских туристов. Зачастую в регионах сложно найти узконаправленного специалиста, нет необходимого оборудования. У нас же пациенты получают полное сопровождение на всех этапах и уверенность в результате.

С российскими туристами, наверное, работать сложнее. Мы долго искали, как к ним подобраться. На россиян сработало сообщение, что «к нам приезжают лечиться со всей России». Им важно, что у клиники есть пациенты из Петербурга, из Мурманска, из Новгорода, из Москвы.

Россияне очень-очень долго принимают решение. Им важна стоимость. Финны только зашли в социальную сеть на страницу клиники, тут же звонят.

Наши же переходили в соц сети, подписывались, долго изучали посты и тексты и только потом звонили, например, когда мы выкладывали кейс, похожий на их ситуацию. Этап контент-прогрева оказался ключевым. Они долго переписывались с нами в директе, задавали много вопросов. Или могли сделать КТ у себя, прислать нам для предварительной онлайн-консультации. После консультации они соглашались на очную консультацию и оставались на лечение.

Каналы продвижения

В стоматологии важна визуализация. Фото и картинки нужны реалистичные, не с фотостоков, но важно не переборщить с физиологией.

Лучше всего работают кейсы. Красивые кейсы без интимных подробностей чужого рта и истории об улучшении качества жизни. Пресловутый storytelling, берущий за душу. Но нужна искренность. Когда пишешь посты искренне, они срабатывают.

Из каналов для нас лучше всего сработали контекст и таргет в VK. Клиники от него отказывались, считали, что там нет целевой аудитории. А зря. На Одноклассники тоже стоит обратить внимание. Платформа технологически очень развита, надо пробовать.

Помимо туризма мы много тестировали нестандартные гипотезы и аудитории. Например, семейные предложения, лечение зубов для старших родственников пользовалось большим спросом. Еще предлагали перед полетом в отпуск посетить стоматолога в формате: «Не испортите себе отдых зубной болью, у вас скоро перелет, поэтому подумайте об этом».

Или был «загородный» вариант для тех, кто уехал на дачу на выходные или на лето. Клиника расположена в 5-ти минутах от ЗСД, можно было быстро добраться, часто приезжали со сколами и травмами зубов, оставались потом лечиться.

Неудачные гипотезы

С одной неудачной гипотезой я сталкиваюсь постоянно. Когда я как консультант веду переговоры с клиниками-клиентами, я спрашиваю: «Кто у вас целевая аудитория?». И часто слышу ответ, что клиника планирует сегментироваться на некую «обеспеченную целевую аудиторию» в Санкт-Петербурге.

Уточняю, где эта «обеспеченная» аудитория, по их мнению, водится. Отвечают: «На Крестовском, на Петроградке и в Репино». Клиника же при этом работает в Мурино. Ее руководитель верит, что люди с Крестовского поедут в Мурино, ведь «в клинике ТАКИЕ врачи».

Не поедут. Не стоит идти по чужой проторенной дороге, нужно искать свою. Привлекайте не только и не столько ценой, а качеством, сервисом и удобством. Тогда выяснится, что и в Мурино живут люди, готовые заплатить за хорошую работу.

Результаты

Результаты проекта радовали. Среди всех пациентов на услугу «все на четырех» 80% были иногородними. Мы увеличили загрузку, увеличили средний чек. Чек у обычного пациента составлял около 100 тысяч рублей, а медтуристы приезжали на комплексы услуг от 300 тысяч.

Выросло число отзывов: это очень-очень важно. Иногородние оставляют отзывы охотнее: вы становитесь почти родными, пока ты их встречаешь, провожаешь, рассказываешь.

В долгосрочной перспективе удалось закрепиться на планке в 10%. Каждый месяц десятая часть пациентов на сложные процедуры приезжала из других городов. Весь проект я считаю крайне успешным и уверена, что нужно развивать внутренний медтуризм и в других клиниках, чтобы постепенно сделать наш город Санкт-Петербург столицей медицинского туризма.

Ресурсы

К проекту по медтуризму надо подготовиться. Сделать все быстро не получится. Нужна командная работа, вовлеченность врачей, маркетологов, администраторов, руководства. С сотрудниками нужно спланировать, проговорить и закрепить каждый этап.

Для запуска денежных вливаний много не требуется. Как и с обычным таргетом VK: на тест взять 15 тысяч рублей на две недели, дальше — по ситуации. На разработку лендингов, если заказывать, придется потратить от 40 тысяч.

Думаю, что медтуризм стоит развивать клиникам с длительными процессами: пластической хирургией, урологией, гинекологией, стоматологией, репродукцией и кардиологией.

Отличие медтуристов от обычных пациентов

От медтуристов чувствуешь больше отдачи. Обычные пациенты просто записались на прием, просто пришли к врачу. Для туриста это событие. Врачи и сотрудники чувствуют это. Благодарность пациентов мотивирует, вдохновляет.

При этом не могу сказать, что медтуристы более требовательные. В принципе встречаются пациенты, которые и не самые дорогие услуги выбрали или вообще еще не начали лечиться, но уже считают, что им все обязаны. Но это никак не связано с туризмом.

Наверное, особенность медтуристов — то, что они хотят записаться только к главврачу: считают, что он лучший. Поэтому важно рекламировать всех врачей, иначе появится перекос. Еще медтуристы меньше экономят. Если решились на поездку, готовы потратить больше.

Комментарии к статье и дополнительные вопросы вы можете написать Анне в Telegram.

*Компания Meta, которой принадлежат Facebook и Instagram, признана экстремистской организацией, запрещена на территории России.

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Каналы трафика, о которых забывают клиники.

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Чек-лист сайтов и посадочных страниц.

 Маркетинг клиники на жителей района

Маркетинг клиники на жителей района

Как сделать клинику самой узнаваемой в районе.

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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