Categories PR-щику, Врачу, МаркетологуPosted on

Личный бренд врача: за и против

Ольга Беззубенко, эксперт в области медицинской рекламы и PR, советует, как врачу выстроить личный бренд, а клинике не потерять «звездного» доктора. Ольга более 10 лет возглавляет PR-службы крупнейших государственных центров, среди них: ФГАУ «Лечебно-реабилитационный центр» Минздрава России и ФГБУ «НМИЦ профилактической медицины» Минздрава России — и ведет тренинги по брендингу для докторов и клиник.

Личный бренд

Личный бренд — это образ, который формируется у людей, когда они слышат ваше имя. Бренд создается, чтобы в нужный момент (когда потенциальному пациенту нужен специалист) именно ваше имя всплыло в памяти, и пациент обратился к вам. Он состоит из двух параметров: репутация и охват.

Репутация — это основа бренда, уровень доверия, который вы вызываете. Охват — количество людей, знающих ваше имя. Параметры работают вместе. Отличная репутация в узких кругах не даст поток клиентов. Плохая репутация среди миллионов скажется на карьере и финансах.

Здесь и далее фрагменты презентаций Ольги Беззубенко

Что бренд дает врачу

  • Рост дохода (и от пациентов, и от работодателя);
  • Независимость от клиники;
  • Стабильный поток пациентов (20-30% пациентов при обращении в клинику запрашивают конкретного врача);
  • Свою базу пациентов;
  • Работающее сарафанное радио;
  • Интерес других работодателей.

Кому бренд нужен

Мода на личный бренд — это общая тенденция для всех сфер, не только медицины. Но сильный личный бренд нужен не всем, и не все врачи хотят его развивать. Можно быть прекрасным и востребованным специалистом, не вкладывая дополнительные усилия в имидж.

Но у вас уже есть личный бренд, работаете вы с ним или нет. Возможно, он пока маленький и известен дюжине людей. Но он живет отдельно от вас: на отзовиках, в постах в соцсетях и головах пациентов, коллег, родственников. Вы не можете от него избавиться, только решить: дальше он будет складываться стихийно или управляемо.

Если вы хотите развиваться, создать себе хорошую репутацию среди коллег, обеспечить постоянный поток пациентов, вызвать гордость у друзей и родственников, работайте с брендом. Сфера набирает обороты, все больше врачей в нее вкладываются. Есть риск проиграть гонку. Пациенты будут уходить к тем, кого знают. Вам придется постоянно доказывать свою экспертность и тратить больше денег на рекламу.

Типы брендов

Иногда сильные бренды складываются сами собой. Например, мое прошлое место работы неофициально называли «клиникой Лядова» из-за директора. У некоторых врачей (Л.А. Бокерия, Л.М. Рошаль) бренд не строился специально, а возник благодаря профессионализму и личным качествам, усилился сарафанным радио и стал крайне устойчивым. Такой специалист может возглавлять что угодно, это будет его клиника. Ядро такого бренда — личные качества, опыт, мнение коллег, профессионализм и великолепные результаты.

Другой пример — Елена Малышева. Бренд сильный, но спорный. Я проводила опрос среди пациентов и врачей. И если по другим известным врачам мнения сошлись, то в ее случае кардинально разделились. Половина оценивает ее позитивно, половина негативно. Но ее бренд, на мой взгляд, скорее медийный, чем медицинский. Хотя медицинские центры Елены Малышевой работают в 11 городах России и привлекают пациентов. Значит, бренд работает.

Бренд можно построить даже на провокации – найдется своя категория пациентов. Люди идут к личности и личным историям. Есть клиенты, которым нравится эпатаж, подчеркнутая сексуальность или панибратское общение.

Удачный пример, когда личный бренд владельца работает на бренд клиники, — стоматолог Олег Конников и его концептуальная клиника. Он эксперт передачи «На 10 лет моложе» на Первом канале. Секрет успеха клиники — его известность, экспертные знания и личная гарантия качества.

Удачный пример личного бренда врача — проктолог Марьяна Абрицова. Она прекрасно рассказывает о сложной и специфичной теме. Отлично продвигает себя кардиолог из Ставрополя Фаина Лобжанидзе. Фаина начинала с блога для пациентов, но со временем поняла, что и коллегам-врачам интересны вопросы, которые она поднимает. Она разбирает клинические случаи, дает подробные комментарии. Насколько я знаю, оба врача ведут аккаунты сами, без помощи агентств.

Еще хороший пример – Екатерина Жуманова и ее виртуальная клиника «Другая гинекология». Екатерина придумала этот бренд, когда еще работала в крупном государственном медицинском учреждении. Несколько лет его развивала. И когда сменила работодателя, многие пациентки ушли за ней, поскольку доверяли «Другой гинекологии».

Не пропустите наши новые статьи: полезные руководства, кейсы от представителей клиник, интервью с экспертами

Как врачу работать с брендом

Врач может развивать бренд сам. Как и во всем, вкладываемся либо временем, либо деньгами. Обязательный набор: сайт-визитка (хорош для поисковиков и имиджа), профили в соцсетях, работа с отзовиками (заполненный профиль, фотография, ответы на позитивные и негативный отзывы).

Формула хорошего бренда выглядит так:


Успешный бренд = опыт + репутация + отзывы пациентов + продвижение в интернете и соцсетях

Пиарщик или агентство ускорят процесс, но отдать бренд полностью на аутсорс не получится. Без врача бренд не будет личным, образ развалится. Главное в бренде – это искренность. Только на нее люди пойдут. Пиарщик создаст обезличенный контент, скорее всего, надергает его из интернета. На это не имеет смысла тратить ни время, ни деньги.

Для начала сами создайте страничку, разберитесь, чего вы хотите, что для вас комфортно. Сформулируйте миссию и пользу, которую получат ваши подписчики и пациенты. Подберите удобный формат: тексты, видео, фото, инфографика, подкасты. Выбирайте то, что интересно лично вам. Интерес – залог успеха в освоении нового.

Схема продвижения личного бренда выглядит так:

  • определение своей уникальности / позиционирование;
  • анализ ЦА;
  • анализ конкурентов;
  • выбор каналов;
  • упаковка знаний под выбранные каналы;
  • развитие выбранных каналов;
  • монетизация.

Пишите или рассказывайте в блоге о своих пациентах, случаях из практики, личном опыте и личном мнении. Если считаете, что при заболевании N эффективно хирургическое вмешательство, подробно разберите аргументы за и против. Встретились с интересным случаем – опишите его уникальность. Врачей вашей специализации много, но нет второй такой личности.

Ищите свою аудиторию. Ею могут стать те, кто уже столкнулся с заболеванием или боится рецидива. Или люди в зоне риска. Недавно с ортопедами на тренинге обсуждали, что у них три аудитории:

  • люди, кто уже получил травму и проходит реабилитацию;
  • спортсмены, экстремалы, любители активного отдыха, то есть группа риска;
  • возрастные мужчины и женщины с лишним весом – будущие кандидаты на замену сустава.

Эти аудитории используют разные соцсети, по-разному получают и обрабатывают информацию. К каждой группе нужен подход.

Как рекламировать и когда ждать пациентов

Когда профили и контент готовы, переходите к рекламе. Для рекламы лучше нанять профессионалов, объяснить им цель и доверить продвижение. С настройками рекламы (контекстом, рекламой в соцсетях) можно разобраться, но нужно ли это врачу? Эту часть продвижения проще отдать агентству или SMM-специалисту.

Не ждите мгновенных записей. Личный бренд – это отложенный результат, а не прямая реклама. Он строится, чтобы о вас вспомнили, порекомендовали. Чтобы при случае другой врач направил к вам пациента или к вам обратились за вторым мнением.

Каких ошибок избегать

Врачи часто не адаптируют информацию для пациентов. Дают ее так, как привыкли. Рассказывайте просто, легко и наглядно. Пациенты не будут читать сложные медицинские тексты, а уйдут туда, где понятно. В социальных сетях следите за визуальным контентом (фото и видео, которые вы размещаете). Не перебарщивайте с шок-контентом (репортажи из операционной, фото «до/после»).

Как врачу и клинике договориться

Сесть за стол переговоров и честно все обсудить. Врачи-звезды выгодны клинике. Сильный бренд врача привлекает поток пациентов и прибыль. Но остальные врачи иногда чувствуют себя обделенными, если им не хватает загрузки. Это тоже стоит учитывать.

Нужно ли клиникам развивать личный бренд врачей? И да, и нет. Если врач строит личный бренд, клинике стоит его поддержать. Но назначать врача на роль «звезды» без его личной заинтересованности – тупиковый путь. «Вытянуть» врача до Instagram-блогера не удастся. Нужны инициатива и желание доктора.

Страх потерять «звезду» есть у многих клиник. Врач с личным брендом может уйти в любой момент. Но доктор, заинтересованный в продвижении, все равно будет вкладываться в личный бренд, с поддержкой клиники или без нее. Администрации стоит вовремя выявлять «звездочек» и давать им условия для роста, работы, развития. Так клиника получит дополнительную прибыль и повысит лояльность врача. Людям сложнее расстаться с теми, кто им помогает. 

У клиники много способов застраховаться. Например, предложить врачу вложить свои средства при раскрутке бренда, чтобы организация потеряла меньше. Или клиника сама может регистрировать и ввести аккаунты, а при увольнении предложить врачу их выкупить.

Но правильнее – отвечать на потребности человека. Люди редко хотят создать бренд только ради денег. Если врач хочет профессионального развития, оплатите дополнительное образование. Если ответственности – дайте больше свободы и позвольте решать организационные вопросы в отделении или филиале. Если только деньги, дайте ему процент от прибыли. Важно понять, зачем человеку личный бренд, и дать и бренд, и удовлетворение потребности.

Как продвигать клинику через врача

Есть три стратегии пиара клиники:

  • продвигаем бренд клиники (высокие технологии, современное оборудование, новые корпуса);
  • продвигаем бренд руководителя или главврача (клиника имени N или клиника, в которой работает N);
  • продвигаем бренды врачей (прекрасный стоматолог M, профессиональный кардиолог L, заботливый педиатр K).

Лучший вариант – это личность, стоящая во главе клиники: руководитель или главврач. Встречала множество клиник, в которые ходят и которым верят, потому что ими руководит личность. «У этого человека плохо быть не может». Имидж личности переходит на клинику.

Худший вариант – это пиар на основе хорошего оборудования, современных технологий. Знаю клинику, оснащённую самым современным оборудованием, из которой ушла команда во главе с лидером-брендом. Через год поток клиентов иссяк. Так что делайте ставку на развитие личного бренда. Вложения в репутацию всегда оправданы.

Не пропустите наши новые статьи: полезные руководства, кейсы от представителей клиник, интервью с экспертами

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