Как увеличить число заявок медицинской клиники с контекста?

Прежде чем начинать рекламное продвижение, клиникам следует рассчитать юнит-экономику. Кажется очевидным. На практике же – далеко не у всех медицинских учреждений есть сквозная аналитика. Имея на руках данные, можно вычислить максимально допустимую стоимость клика и осознанно составить рекламный бюджет. Цель продвижения – увеличивать число заявок, не масштабируя убытки.

Агентство Zum Punkt, которое занимается рекламой и продвижением клиник (среди них «Скандинавия», «Медси», «МедЛабс», «Medical ON Group» и др.) предлагают рекомендации, повышающие эффективность рекламных кампаний без увеличения бюджета.

Гибко меняйте приоритетные направления

Частая ошибка – хаотично менять приоритеты, рекламируя отдельные услуги. Это несистемный подход и он не позволит получить из проработанного направления максимум. 

Как правило, стоит сосредоточиться на следующих направлениях:

  1. Услуги с нехваткой заявок.  
  2. Наиболее маржинальные услуги. 


Услуги в выбранных направлениях делятся на уровни приоритетности, в каждом уровне не более 5-6 услуг. Если рекламный бюджет ограничен, то продвигаются только самые важные направления. Запуск происходит поочередно – группами. По мере увеличения бюджета, можно брать в работу следующие уровни.

Приоритетные направления могут меняться. Например, из-за изменений маржинальности услуг или сезонного спроса, отсутствия записей у врачей, покупки нового оборудования. Но не стоит пересматривать приоритеты чаще раза в месяц. 

Пример структуры кампаний по направлениям из кейса клиники-клиента

Тщательно прорабатывайте медицинскую семантику

При подборе семантики можно руководствоваться такой структурой: 

  • Прямой запрос по направлению врача. 
  • Симптоматика.
  • Альтернативные запросы (менее очевидные запросы, например, с синонимами). 
  • ФИО врачей клиники (если есть такие запросы).
  • Брендовые запросы (не всегда есть смысл, об этом ниже). 

Обязательно используйте семантику по фамилиям докторов. Если есть хоть какая-то емкость, ее обязательно нужно использовать. Это самый горячий трафик, который часто работает лучше брендовых запросов клиники. 

Не дробите рекламные кампании и группы ключей

Избегайте избыточной структуры кабинета и не слишком дробите кампании по направлениям. Например, вместо трех кампаний: «гастроэнтеролог», «гастроскопия» и «колоноскопия» – лучше сделать одну. Это поможет быстрее обучить алгоритмы и будет проще в управлении. 

При кластеризации семантики тоже стоит объединять ключевые фразы похожие по интенту в одну группу объявлений. Например, «гастроскопия цена» и «гастроскопия стоимость» должны быть в одной группе. Так будет проще анализировать, что приносит заявки и по какой стоимости. 

Составляйте библиотеку минус-фраз самостоятельно

Не стоит использовать готовые наборы минус-фраз. В них может быть отминусована целевая семантика. Библиотека должна составляться в процессе проработки семантики и с обратной связью от клиники.

Важно:

  1. Анализируйте реальные поисковые запросы, а не полагайтесь на алгоритмы рекламных систем в рамках «семантического соответствия». Они могут предлагать нецелевые запросы.  
  2. Проверяйте подрядчика, чтобы клиника не рекламировалась по услугам, которые не предоставляет. Например, у вас может не быть какого-то обследования по выбранному направлению. 

Точная библиотека поможет сэкономить бюджет и привлечь максимально подходящую аудиторию. Также стоит добавлять в минус-фразы российские города и их сокращения, потому что Директ основывается на фактическом местоположении пользователя. Так мы избегаем показа объявлений, например, туристам, приехавшим на выходные. 

В Яндекс Директе есть инструмент «Библиотека минус-фраз». Группируйте минус-слова в списки (в Яндексе это называется набор) для удобного редактирования. Потом библиотеку можно автоматически прикрепить ко всем нужным группам объявлений.

Не используйте общие посылы в текстах и баннерах 

Проанализируйте, возможна ли отстройка от конкурентов. Какой посыл вы можете использовать? Есть ли что-то, за чем пациент может приехать через полгорода: известные врачи, редкое оборудование, высокий уровень обслуживания. 

Важно сказать пару слов про развитие брендов докторов. Им необходимо заниматься, особенно если речь о серьезных услугах:

  • Следите за репутацией своих докторов на разных площадках (работа над SERM). 
  • Включайте их в свои тексты и баннеры. 
  • Используйте семантику по фамилиям докторов. 

Избегайте в текстах и баннерах абстрактных предложений. Удивительно, но мы до сих пор видим общие, проходные фразы. Например, вместо «записаться на прием к пластическому хирургу» предлагайте «исправить носовую перегородку». Это срезонирует с человеком, которого беспокоит такая проблема.

Уменьшайте длину воронки, если это возможно

Цикл принятия решений в медицинских услугах разный. Если у человека заболело сердце и срочно нужен кардиолог, ему нужен час-два. Если это пластическая хирургия, он может решаться на услугу годами. 

Поэтому с каждым направлением нужно работать по-разному. Если это направление с долгосрочным планированием, тогда прогревочная воронка оправдана. Каждый этап неизбежно увеличивает конечный CPL (стоимость лида). Это имеет смысл в услугах с большим средним чеком. Для приема кардиолога за 2000 рублей прогрев не эффективен, для ринопластики за 400 000 рублей – другое дело. 

Если есть возможность уменьшить воронку, сделайте это.

Однажды мы сократили воронку с клиентом-клиникой до двух этапов. Перепродумали охватный контент для первого этапа. Стали закрывать аудиторию на лид-форму уже на втором. Это помогло снизить CPL в 3 раза.

Приведите сайт в порядок

У вас могут быть отличные баннеры и качественные потенциальные лиды. Но если сайт неудобный и отталкивающий, вы впустую потратите рекламный бюджет. 

Эффективность платной рекламы напрямую зависит от CR (коэффициента конверсии) сайта. Напомним, из чего складывается CPL (стоимость лида): CPL= затраты на рекламу / количество полученных лидов. Вторая переменная зависит от конверсии. 

Изучите текущую аналитику сайта: глубину просмотра, среднее время на сайте, средний процент конверсии сайта. Убедитесь, что сайт быстро загружается.

Также в анализе помогут следующие вопросы:

  1. Продумана ли навигация сайта?
  2. Продумана ли логика перемещения внимания на странице?
  3. Понятно ли поданы цены?
  4. Есть ли подтверждение экспертности клиники (отзывы, рейтинги, профессиональные биографии врачей).
  5. Легко ли читать тексты?
  6. Дизайн формирует доверие к клинике?
  7. Есть ли фотографии клиники, оборудования?
  8. Адаптирован ли сайт под мобильные устройства?

То, что было указано в рекламном объявлении должно иметь отражение и на посадочной странице. Пользователю должно быть понятно, как оставить заявку. Форма при этом не должна быть слишком длинной. Чем меньше обязательных полей, тем лучше. Не заставляйте человека вносить свою дату рождения и подробно описывать симптомы.

Попробуйте платить за вовлеченных пользователей

Есть более конкурентные и дорогие направления, где цена клика особенно высокая. В таких ситуациях мы рекомендуем платить только за вовлеченные визиты. То есть работать со списанием денег за конверсию, в этом случае – за микроконверсию. Например, платить только за тех пользователей, которые были на сайте не менее 3 минут.

С осторожностью ограничивайте CPL (стоимость лида)

Когда мы начинаем работать с клиникой, то сначала изучаем прайс, чтобы установить для себя пороговые CPL. Потом согласовываем их с клиентом. У кого-то терапевт стоит 1500 рублей, у кого-то 4000 рублей. Это влияет на возможную стоимость привлечения лида. 

Если пороговый CPL очень низкий, мы ограничены в инструментах. Можем работать только с теми типами кампаний, где CPL ограничивается искусственно. Это может привести к меньшему числу заявок. Не самый лучший подход, потому что трафик при этом приходит небольшой и непредсказуемый.  
В таком случае, возможно, лучше будет пересмотреть приоритезацию направлений и для начала выбрать более маржинальные. Многое зависит от концепции клиники. Для каких-то клиник важен объем заявок по определенным направлениям, для каких-то – меньшее число клиентов, но больший средний чек и LTV (сколько клиент принесет за все время обслуживания в клинике). Например, семейные клиники своими спецпредложениями обычно мотивируют клиента не просто возвращаться, но приходить с семьей.

Используйте геосегменты для повышающих корректировок

В Директе есть инструмент Яндекс Аудитория – там можно найти свою клинику и выделить ее в отдельный сегмент. 

Это используется при корректировках. Если это рекламная кампания по направлениям, то стоит добавлять корректировки в 30-40% к ставке по этому сегменту. Например, по запросу «прием терапевта спб» мы с большей вероятностью покажемся пользователю поблизости (живет или часто там бывает). Соответственно, вероятность конверсии будет выше. 

Корректировки нужно очень точно рассчитывать, чтобы не переплачивать за то, что вы и так могли бы получить. Важно, чтобы ваш подрядчик по интернет-маркетингу был внимателен ко всем деталям.

Сейчас популярны VPN-сервисы (они подменяют IP). Поэтому рекомендуем пробовать расширенный геотаргетинг. Даже в медицинской тематике он может хорошо сработать.

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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