Какие акции работают в медицине – опыт «Скандинавии»

Алена Буренина, директор департамента маркетинга и клиентского опыта компании «Севергрупп Медицина» и директор по маркетингу сети клиник «Скандинавия», рассказала об акциях для пациентов. Читайте, как клиника планирует, создает и проводит акции. Кстати, в предыдущем интервью Алена поделилась стратегией работы с отзывами рекомендуем.  

Компания

Сеть «Скандинавия» появилась в Санкт-Петербурге в 1996 году. Сейчас она работает в двух основных направлениях: многопрофильные медицинские центры и клиники репродукции. На декабрь 2019 года в Санкт-Петербурге открыты 14 многопрофильных клиник и 2 – репродукции. Региональные филиалы представлены в Казани, Воронеже и Вологде. В сети работают более 2,2 тыс. специалистов, из них порядка половины — врачи.   

Примерно год назад «Скандинавия» выработала новую стратегию и переформатировала работу департамента маркетинга. От традиционной рекламы компания перешла к понятиям Customer Experience (клиентский опыт) и Customer Development (тестирование будущего продукта на потенциальных потребителях). Отдел маркетинга расширился и превратился в департамент маркетинга и клиентского опыта. Его структура стала матричной, приблизилась к FMCG или банковской сфере.

Во главе каждого медицинского направления теперь стоят medical leader (врач-управленец, отвечающий за медицину) и brand manager (специалист по маркетингу, определяющий рекламную стратегию, продвижение и развитие этого направления и/или продукта).

Акции

Новая стратегия затронула и акции. Ее суть: мы не даем большие скидки, но изучаем клиентский опыт и подстраиваемся под пожелания пациентов.


Ранее мы подробно рассказывали, как планировать и проводить акции в медицине, и даже дали готовую инструкцию.


Наши акции в первую очередь направлены на лояльных пациентов и работу с существующей базой, а не на привлечение новых. Например, мы не даем скидку на первичный прием. Качественные услуги стоят денег, поэтому снижать цену нет смысла. «Скандинавия» работает в сегменте «миддл+» — заигрывания со скидками для нас нерелевантны. Наши пациенты понимают, за что и почему они платят.

Наши акции — это комплексное предложение, в них зашито несколько услуг. Придумывая их, мы пытаемся трансформировать или скомпоновать услуги так, чтобы клиенту было еще удобнее ими пользоваться.

Типы акций

Условно наши акции можно разделить на 3 типа.

  • Сезонные

Почти все клиники дают традиционные скидки в сезон аллергий на прием аллерголога и анализы на аллергены, скидки на вакцинацию перед школой и пр. Мы объединили процедуру (анализ или вакцину) и прием доктора (который обязательно проводится до) в одно предложение, сократили консультацию (пациенту не нужно столько времени) и дали на это предложение скидку. Пациенты получают услугу в сезон, быстро, дешевле, при этом комплексно.

  • Событийные

На основные праздники — Новый год, Восьмое марта, День защитника Отечества — мы печатаем красивые подарочные сертификаты на программы проверки здоровья (чекапы), которые пациенты покупают для близких. То есть клиенты дарят не материальные подарки, а самое ценное — здоровье.

В косметологии дарим существенную скидку в день рождения (месяц до и после самой даты). Как раз в индустрии красоты скидки работают. Пациент не пойдет к онкологу или кардиологу, потому что увидел скидку 70%. Мы видим по поведению клиентов и слышим в глубинных интервью, что, когда пациент плохо себя чувствует, цена — не главный критерий. Зато пациент, который к нам ходит, может увидеть скидку на косметологическую процедуру и решиться ее попробовать. Наши клиенты рады воспользоваться скидкой в «Скандинавии», но, скорее всего, не пойдут в другой бренд, потому что там на 10% дешевле (здесь значительную роль играет доверие к бренду, качеству услуг, безопасности).

  • Проверка новых гипотез

Как и рассказывала в предыдущем интервью, мы постоянно сами придумываем новые идеи и на глубинных интервью получаем предложения от клиентов. Перед полноценным запуском эти гипотезы нужно протестировать. Объявляем об акции, ограничиваем период, проводим и затем собираем статистику. По итогам делаем вывод, готовы масштабировать этот опыт или нет.

Например, в этом году в октябре провели акцию «Розовый октябрь». Благотворительные фонды и НКО традиционно в октябре рассказывают о раке молочной железы. В СМИ появляется много информации. Мы предложили скидку на обследование по этому диагнозу, но при этом дополнительно рассказывали о заболевании, профилактике и объясняли, почему это важно. Размещали информацию в соцсетях, на сайте, в клинике.

Для информационных материалов использовали международный символ — розовую ленточку (ее использование открыто). Результаты замечательные. Пациенты писали нам и благодарили за акцию. Она показала, что клиника заботится, проявляет участие. В этом году мы официально не сотрудничали в рамках акции с благотворительными фондами и социальными организациями (кросс-брендинг акции), но в следующем году, возможно, будем. 

Разработка акций

Идея новой акции или нового проекта в «Скандинавии» может появиться у кого угодно: brand manager, medical leader, руководства, проектного офиса. Идея поступает brand manager соответствующего направления клиники. Он садится и подробно ее описывает, анализирует конкурентов, делает финансовый расчет и представляет ее руководству.

Если проект запускается, brand manager становится лидером проекта, контролирует, доносит информацию до подразделений, заказывает и согласовывает рекламные материалы. В конце акции он собирает статистику и обратную связь, чтобы компания приняла решение о ее будущем.

Неудачные гипотезы

Неудачные гипотезы у нас, конечно, были. Всегда важно обсуждать, анализировать неудачи и делать полезные выводы для новых проектов. Например, не сработали скидки на сложные и серьезные услуги, а именно на консультации узких специалистов: генетика, кардиолога, андролога. Мы предполагали такой эффект, но проверили на всякий случай и убедились, что пациенты не пойдут на прием кардиолога, внезапно увидев скидку. То же самое — с чекапами. Люди не записываются на комплексное обследование, потому что увидели скидку. Их мотивирует понимание необходимости, рекомендация врача, но не промо. Безусловно, есть те, кто готов купить чекап по скидке, но таких клиентов меньше.

Самое важное в акциях

Выделить один фактор успешности акции сложно. Точно любой продукт должен рождаться от спроса, учитывать желания и интересы клиента. Дальше одинаково важны цена и широкое освещение акции. Если акция направлена на лояльную базу, то выиграет выгодное предложение. Ваши пациенты заинтересуются приятной ценой. Если акция должна привлечь первичных пациентов, то важны охват и имидж, репутация бренда. Нужно широко и грамотно рассказать вашей целевой аудитории о новинке.

Конкуренция

Мы, безусловно, анализируем конкурентов при разработке новых продуктов. Но тестовые акции у нас уникальные, их на рынке нет.

Видела ли я удачные акции у конкурентов? Наверное, сходу назвать примеры не смогу. Много стандартных предложений. Но мне очень нравятся клиники, которые просвещают пациентов, рассказывают о подходах, процедурах, сравнивают разные методы. Например, раскрывают, на чем основан тот или иной чекап. Показывают, что это не просто список процедур на 50 тысяч рублей, а продуманная программа.  

Вообще, качественная работа с контентом вызывает бесконечное уважение. Сейчас выигрывает тот, кто умеет понятно объяснять и рассказывать, учится этому сам и учит своих сотрудников.


Читайте, как Европейская клиника нашла свои конкурентные преимущества и научилась транслировать их пациентам.


Ошибки

У нас были ошибки в коммуникации. Когда акция запускается быстро, информация часто передается неправильно или не полностью. Стандартная история: акцию запустили, а call-центру не сказали. Эти случаи могут убить любую идею. Чтобы это исправить, мы вложили дополнительные усилия: делаем рассылки, заполняем корпоративный портал, изменили структуру департамента. Как раз задача brand manager — наладить цепочку общения и передать информацию.

Мы вдохновились такой структурой маркетинга у FMCG, банков, ecommerce, пока она очень успешна. Brand manager знает продукт и может придумать единую стратегию, разработать ее, а на отдельные задачи уже подключить интернет-маркетолога, таргетолога, дизайнера или копирайтера.

Но, естественно, у системы есть недостатки. В исполнительные подразделения (к тем же интернет-маркетологам) поступает в разы больше запросов. Brand manager каждого продукта придумывает и развивает свои идеи, ставит задачи. Приходится расставлять приоритеты и договариваться. В целом благодаря этой структуре мы придумываем гораздо больше идей, они появляются постоянно. Но этим потоком надо уметь управлять, ограничивать и доводить до исполнения.

Планы

Планов, безусловно, много. Хотим и дальше изучать клиентский опыт, проводить больше глубинных интервью, собирать пожелания клиентов. Часть перечисленных акций сделаем постоянными, часть дополним. Планируем переработать нашу программу лояльности и сделать полноценной: сейчас это просто депозит средств на лечение. В общем, запустим много новых проектов и продуктов с любовью и вниманием к нашим клиентам.


Ранее о своих принципах клиентского сервиса нам рассказала «Мастерская здоровья».


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200 Comments

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