Маркетинг клиники в эпоху коронавируса — опыт «Своей клиники»

Лейкин Артем Дмитриевич, владелец центра пластической хирургии и косметологии «Своя клиника» в Санкт-Петербурге, поделился с НаПоправку антикризисными мерами: как экстренно переписать контент-план, внедрить онлайн-консультации и понять, чем занять врачей клиники во время вынужденного отпуска.

Сегодня клиника принимает только пациентов, которым необходимы перевязки после пластических операций. Остальное запрещено. Косметологи, медсестры, администраторы отправились в вынужденный отпуск. Работает только call-центр, но уже на удаленке. 

Еще до обязательно самоизоляции мы ввели дополнительные меры безопасности, о чем тут же рассказали пациентам. Пытались сохранить спокойствие и поток обращений. Отток клиентов до начала апреля был минимальным. Пациенты переживали, что клинику закроют, больше, чем за свою безопасность. 

Когда запрет стал обязательным, мы перенесли всех пациентов, отправили сотрудников отдыхать и начали думать, что делать в новых условиях.

Когда нужно сократить расходы, появляется большой соблазн отказаться от маркетинга. Но это не лучшая стратегия. Лучше не отказаться, а оптимизировать. Основные принципы, к которым мы пришли с маркетологом:

  1. Приостановить контекстную рекламу. Это про «быстрые продажи», которые сейчас, увы, невозможны. 
  2. Активнее заняться SEO. Это отложенный, но видимый результат. К тому же, сейчас можно занять врачей статьями для сайта клиники, а затем готовые статьи отдать на адаптацию специалистам по SEO.
  3. Акцент на SMM. Трафик в соцсетях резко вырос. Пользователи больше времени проводят онлайн, и мы обязаны это использовать. Время создавать вокруг бренда информационное поле и привлекать потенциальных пациентов, чтобы после карантина пригласить их в клинику.
  4. Вывести некоторые услуги в онлайн. В рамках нашей специализации это дистанционные консультации специалистов и доставка профессиональной косметики, которую мы продаем в клинике.

SMM

Остановимся подробнее на SMM: подход к этому источнику заявок придется изменить. Мы перечеркнули контент-план на апрель и написали новый. И вот почему:

  • Никакого продающего контента и анонса акций. Сейчас пользователям нужна поддержка и польза, а не описание наших предложений. Мы сделали акцент на полезном контенте и заботе о пользователях: публикуем советы, как правильно ухаживать за кожей и волосами дома, как укреплять иммунитет, какими полезными привычками стоит обзавестись, и даже гид по виртуальным турам в музеях мира. Эти публикации хорошо сохраняют и пересылают друзьям. Еще они повышают лояльность пациентов. Мы получили большое количество приятных отзывов.
  • Мы решили последовать за большими брендами и обновили логотип и аватарки всех наших соцсетей. А за нами последовали и наши коллеги:).
  • Время прямых эфиров. Мы организуем их в поддержку своих постов. В среднем сейчас в 2-3 раза больше просмотров, чем обычно. То есть пользователи жадно потребляют контент. Врачи выходят в эфир из дома, а мы предоставляем им доступ к аккаунту клиники. Получается очень душевно, что сближает нас с пользователями и еще лучше знакомит потенциальных пациентов со специалистами клиники.

Кстати, читайте статьи Svipe Agency о ведении Instagram клиники и группы ВКонтакте.


  • Кросс-промо мы занимались и до этого, но сейчас это особенно актуально. Мы ищем партнеров для взаимной рекламы и клинике, и врачам. Вот что уже успели сделать: выбрали студии фитнеса, растяжки и йоги для коллаборации. Выбирали по нескольким параметрам: схожая ЦА и схожая статистика аккаунта. Попросили у каждой студии скидку на их онлайн-занятия для наших подписчиков по промокоду «Своя клиника» и опубликовали у себя в аккаунте пост с подборкой спортивных занятий онлайн. Первой в подборке опубликовали онлайн-программу пациентки, которая делала маммопластику у нас в клинике. И даже записала для нас несколько видео с тренировками дома. Как видите по сохранениям, публикация пользователям понравилась.

Следующая коллаборация — публикация и прямой эфир с эндокринологом о правильном питании и способах похудеть. Прямой эфир планируется с пластическим хирургом, ведь похудение – одно из главных условий перед, например, абдоминопластикой.

  • Сейчас у наших пациентов появилось больше свободного времени и мы решили, что это повод попросить их оставить отзыв о клинике и ее врачах, а еще предложить им за это кешбэк, чтобы привлечь их снова после открытия клиники. 

Онлайн-услуги

Количество обращений снизилось практически на 70%, но что делать с оставшимися? Мы решили предлагать онлайн-консультации. Раньше мы делали это через почту, мессенджеры или Skype, а теперь решили заняться этим вопросом серьезно. Мы нашли несколько специализированных сервисов: zdorov.li , ibolit.pro, doctis.ru, ondoc.me, medsenger.ru. Выбрали последний. Но честный отзыв о сервисе пока оставить не удастся. Успели познакомить с ним только двух врачей и нескольких пациентов.

Помните: использовать мессенджеры для консультаций не только неудобно и несерьезно, но и незаконно. С помощью специализированных сервисов мы заботимся о пациентах и сохраняем их персональные данные.

Чтобы увеличить конверсию онлайн-консультаций, мы планируем подключить услугу 3D моделирования для пластических операций и косметологических процедур. Пациенты будут присылать нам свои фото, а мы им в ответном письме будем предлагать планируемый результат операции. Или даже несколько.

Также в онлайн мы вывели доставку косметики, которую продаем в клинике. Прорекламировали эту опцию у нашей постоянной пациентки-блогера и уже получили первые заказы. 

Еще мы решили не давать заскучать врачам и использовать их свободное время во благо. Мы подбираем им дистанционные курсы повышения квалификации, в том числе обучаем продвижению личного бренда. Организуем прямые эфиры с их участием и просим писать посты для соцсетей клиники чаще, чем раньше. Также некоторых из них просим писать экспертные статьи для сайта клиники и профильных медицинских ресурсов. Сейчас они как никогда активно участвуют в контент-маркетинге клиники. 


Кстати, прочитайте нашу статью о контент-маркетинге клиники.


Доходы

Сейчас каждый руководитель обязан быть гибким, ведь ситуация меняется каждый день. Но мы привыкли планировать и сейчас стараемся продумать свои действия, если не на ближайшие месяцы, но на ближайшие пару недель.


Читайте статью о том, где искать пациентов, если их уже разобрали конкуренты.


Если двери клиники останутся закрытыми, но расходы сохранятся, будем искать новые способы привлечения средств. Доставка косметики едва ли принесет прибыль, а онлайн-консультации мы и вовсе не планируем делать платными.

Сейчас мы продумываем предложение для пациентов, которые собирались или планируют сейчас операционное вмешательство и ждут окончание карантина. Мы предложим  скидку при внесении предоплаты за планируемую операцию и позволим пациенту сохранить эту скидку вплоть до конца года. Предоплату, как и консультацию, мы можем провести дистанционно. Вполне вероятно, что скидка будет увеличиваться пропорционально размеру предоплаты. Посмотрим, как отработает этот вариант.

Планы

Что мы планируем сделать накануне и сразу после открытия клиники:

  1. Сделать акцент на продвижении самых востребованных пластических операций и косметологических процедур. Все мы ожидаем снижения спроса и покупательской способности потребителей, поэтому дорогие и несрочные услуги будут не так востребованы.
  2. В косметологии будем делать упор на процедуры, которые дадут наиболее заметный результат в короткие сроки. Ведь у наших пациентов накопится много нерешенных дел и время, которое они будут экономить так же бережно, как и средства.
  3. Будем постоянно упоминать и предлагать всем пациентам рассрочку и кредит, которые можно оформить прямо в клинике. Это снимает возражение о дороговизне услуг.
  4. Предложим потенциальным пациентам снизить стоимость операции. Речь не просто о скидке, а о взаимовыгодном сотрудничестве между клиникой и пациентами. Мы предложим дисконт за упоминание нас в соцсетях, за согласие на фото- и видеосъемки операций/процедур и использование этих материалов в рекламных целях, за ведение блога до, во время и после операции, за рекомендацию нас друзьям и др.
  5. Свяжемся с нашими постоянными пациентами и теми, кто планировал ими стать и пригласим в клинику.

Бесплатно скачивайте книги 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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