Кризис и пандемия: как привлекать пациентов в новых реалиях

Ранее мы уже писали о том, как клиники минимизируют потери от пандемии, а еще о продвижении центра пластической хирургии при запрете на работу. В этот раз поговорим о привлечении пациентов и том, почему именно сейчас стоит продвигаться на НаПоправку и подключить РТЗ (real-time запись).

  • Подключение к НаПоправку — инвестиция в будущее

Пандемия и текущий кризис — это беспрецедентная ситуация в современной истории. С таким мы еще не сталкивались. Как с ним бороться, каждый руководитель решает сам. Одни снижают затраты и уходят в «спячку», чтобы переждать. Другие делают ставку на лояльную аудиторию. Третьи, наоборот, расширяют рекламные активности и охватывают аудитории конкурентов. Что в итоге сработает, пока не знает никто.

Но подключение к НаПоправку — это рекламный канал, который даже в кризис дает первичных пациентов по фиксированной невероятно низкой цене (об этом ниже), гибкие условия и оптимизацию расходов. Да, как и во всей частной медицине, у НаПоправку в апреле снизилось число записей, но падение не столь существенное. Крупнейшие клиники Петербурга и Москвы продолжают работать в полном объеме, принимать пациентов по всем направлениям и оказывать весь спектр услуг пользователям НаПоправку. Вы можете присоединиться к этому списку.

Что сервис даст медцентрам по мере улучшения ситуация и ослабления ограничений? Все опрошенные нами эксперты ожидают отложенный спрос. Пациенты, которые оставались дома и не ходили к врачу, захотят или будут вынуждены обратиться в клинику. Государственные клиники при этом перепрофилированы и еще не скоро вернутся в привычный ритм работы.

Конкуренция и борьба за внимание клиента обострится. Клиенты захотят скидок, но ресурсы клиник ограничены. Предложения будут мало отличаться друг от друга. Пациенты начнут выбирать и экономить. В этих условиях медцентрам придется искать и пробовать новые инструменты продвижения, тестировать новые рекламные каналы, в том числе и агрегаторы.

Но можно быть дальновиднее и  прямо сейчас оставить заявку на продвижение на НаПоправку, чтобы снятие ограничений встретить с качественно заполненной страницей и настроенной РТЗ для быстрой записи пациентов. Тем более что…

  • Стоимость записи от НаПоправку по-прежнему гораздо дешевле контекстной рекламы

Согласно исследованию компании Calltouch, представленному на Callday.Medicine – 2020, средняя стоимость звонка из контекстной рекламы у 700+ клиник в Москве и Московской области в 2019 году составила 2 144 рублей в Яндексе и 1656 рублей в Google Ads. Важно: стоимость не прихода пациента в клинику, не записи пациента на прием, а уникального звонка. Клиники платят почти две тысячи рублей, чтобы им просто позвонили. НаПоправку же предлагает запись от заинтересованного пациента в разы дешевле.

При этом стоимость звонка из контекстной рекламы отличается для разных направлений медицины. Меньше двух тысяч рублей «стоят» травматология, вакцинация, услуги на дому, общие вопросы. Стоимость пластической хирургии, косметологии и урологии превышает 5000 рублей.

Если стоимость звонка из контекстной рекламы у вас гораздо ниже, стоит сделать поправку на город (в Москве высокие цены на все), но также, возможно, стоит пересчитать статистику.

Ранее мы уже рассказывали о сверке записей с крупной петербургской клиникой и перечисляли «узкие горлышки», которые могут привести к ошибкам в статистике. Мы постоянно сталкиваемся с тем, что маркетологи клиник принимают за стоимость записи на прием стоимость клика из контекстной рекламы. Или считают среднюю стоимость привлечения вообще всех пациентов (первичных, вторичных и пациентов по рекомендации), а она значительно ниже стоимости привлечения первичного пациента.

Стоимость записи от НаПоправку корректно сравнивать со стоимостью записи пациента из контекстной рекламы, то есть тех, кто перешел по объявлению и записался по телефону или онлайн. При корректном сравнении для абсолютного большинства клиник запись от НаПоправку в разы дешевле записи из контекстной рекламы.


Кстати, подписывайтесь на наш Telegram-канал «Медицинский маркетинг от НаПоправку» (https://t.me/napopravku_for_clinics) .


  • Пациенты от НаПоправку приходят в клиники, несмотря на кризис

Количество записей к врачам на НаПоправку в апреле, безусловно, снизилось. Но приятно, что, вопреки опасениям, уровень доходимости пациентов после записи остается высоким. Например, согласно нашей сверке с клиниками за апрель, в среднем до медцентра после записи доходят 60% пациентов, при этом в обычное время этот показатель держится на уровне 70%.

  • НаПоправку предлагает гибкие условия и учитывает интересы клиник

При переговорах мы учитываем размер клиники, профиль, историю, район работы, список услуг, стоимость и еще множество параметров и предлагаем оптимальные условия, например, дифференцированные тарифы, когда стоимость записи на диагностику и приемы врачей отличается. Клиника платит НаПоправку меньше, если пациент записался на УЗИ, а не на прием гинеколога.

Например, в апреле мы зафиксировали рекордный рост записей на КТ, благодаря чему некоторые клиники загрузили оборудование в полном объеме.

  • РТЗ (real-time запись) снижает нагрузку на колл-центр

Многие клиники сократили размеры колл-центра из-за сниженного спроса. Кроме того, медцентры отмечают, что спрос сейчас нестабилен, пациенты идут волнами. В этих условиях важно разгрузить операторов колл-центра и администраторов. Хорошее решение — подключить real-time запись, когда информация о записи будет автоматически попадать в вашу МИС и занимать соответствующее окошко в расписании. Скорость принятия решений и обработки заказов в бизнесе — это деньги, причем часто большие. В ситуации хаотичного или резко увеличивающегося спроса лучше, чтобы скорость обработки записей в вашей клинике была максимальной.

Бесплатно скачивайте книги от НаПоправку:

 Записать больше пациентов в сезон

Записать больше пациентов в сезон

Каналы трафика, о которых забывают клиники.

 Записать больше пациентов на сайте

Записать больше пациентов на сайте

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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