Первая Градская больница: как госклинике развивать внебюджетную деятельность

Кавалерян Лиана Георгиевна, руководитель отдела внебюджетной деятельности, организации платных услуг ГКБ №1 имени Н.И. Пирогова, рассказала о маркетинге в Первой Градской больнице. Лиана Георгиевна закончила Первый МГМУ им. И.М. Сеченова, ординатуру ФГБНУ РНЦХ им. акад. Б.В. Петровского и цикл профессиональной переподготовки по организации здравоохранения в МГМСУ им. А.И Евдокимова. С 2016 года она постоянно работает в Первой Градской.

Клиника

ГКБ №1 имени Н. И. Пирогова (Первая Градская больница) основана в 1802 году. Это одна из старейших многопрофильных больниц России. В год мы принимаем 60 000 стационарных и более 400 000 амбулаторных пациентов.

В штате ГКБ №1 им. Н.И. Пирогова работают:

  • более 3200 сотрудников;
  • 1016 — врачей, 1263 — средний медицинский персонал;
  • 2 академика РАН;
  • 35 докторов медицинских наук;
  • 168 кандидатов медицинских наук;
  • около 300 врачей с высшей категорией;
  • 7 врачей имеют почетное звание «Заслуженный врач России»;
  • 9 врачей имеют статус «Московский врач».

Первая Градская больница — клиническая база 17-ти кафедр и 6-ти высших учебных заведений Москвы (хирургических, биологических, терапевтических кафедр МГТУ имени Н.Э. Баумана, РГМУ имени Н.И. Пирогова, ПММГУ имени И.М. Сеченова) и двух медучилищ. Специалисты клиники совмещают научные исследования и врачебную практику, что позволяет им добиваться наилучших результатов.

Внебюджетная деятельность

Отдел организации платных услуг, внебюджетной деятельности появился в Первой Градской больнице в 2012 году. За эти годы мы провели большую работу. Сейчас платные услуги в Первой Градской больнице оказывают 9 подразделений:

  1. Хирургическое внебюджетное отделение проводит малоинвазивные операции высокого класса. Также на его базе проводится полное обследование пациентов. Наши специалисты давно отошли от стандартных чек-апов и практикуют только персонифицированный подход.
  2. Многопрофильное внебюджетное отделение, включающее травматологию, ортопедию, нейрохирургию, челюстно-лицевую хирургию. Мы занимаемся любыми видами травм, эндопротезированием суставов, артроскопическими операциями, исправлением вальгусной деформации стоп и нейрохирургическими операциями любой сложности. Специалисты накопили огромный опыт и внушительную научную базу, постоянно осваивают новые технологии. У Первой Градской больницы великолепная реабилитационная служба. Через 2-3 часа после операции к пациенту приходит реабилитолог, начинается раннее восстановление. Как правило, через месяц-полтора человек уже возвращается к полноценной жизни. Недавно прооперировали пациента 89 лет, через полгода после эндопротезирования сустава он уже играл в теннис.
  3. Наш Флебологический центр — это старейший флебологический центр России и Европы. Первая Градская всегда славилась сосудистой хирургией, и центр — живое воплощение этого опыта. Мы лечим варикозное расширение вен конечностей и малого таза, тромбозы, тромбофилические состояния, занимаемся лечебной и эстетической флебологией.
  4. Отделение пластической хирургии, в котором проводятся пластические и реконструктивные вмешательства: абдоминопластика, маммопластика, ринопластика, липофилинг и липосакция. Недавней нашей «изюминкой» стало совместное участие пластических и абдоминальных хирургов в операции по удалению диастаза прямых мышц живота и грыжи, эффект от которой превосходит все ожидания. В нашем отделении пластической хирургии, благодаря тому, что оно входит в состав многопрофильной больницы, пациенты полностью ограждены от возможных неприятностей, с которыми иногда приходится сталкиваться в узкопрофильных клиниках.
  5. Клиника боли — это мультидисциплинарный центр для оказания медицинской помощи пациентам с болевым синдромом. Боль может возникнуть по самым разнообразным причинам, для лечения требуется командный подход. К решению проблемы мы привлекаем любых специалистов по основному заболеванию, вызывающему болевой синдром.
  6. Клиника коррекции веса, в состав которой входят диетолог, эндокринолог и психолог. Основной принцип — «худеть без диеты»
  7. Стоматологическая поликлиника, особенность которой состоит в том, что благодаря ее работе в составе многопрофильной больницы, мы можем заниматься лечением зубов, имплантацией и протезированием у пациентов с тяжелыми сопутствующими заболеваниями.
  8. Клиника здорового сердца, где пациент может пройти полную диагностику сердечно-сосудистой системы, получить консультацию специалиста высокого уровня и пройти программу реабилитации.
  9. Консультативный отдел, где любой желающий может получить компетентное второе мнение от специалистов Первой Градской. У нас пациенты могут сдать анализы любой сложности.

Все наши специалисты имеют большой практический опыт, следуют клиническим рекомендациям и практикуют, а не просто исповедуют принципы доказательной медицины.

Наши пациенты — это люди среднего возраста, 35-65 лет, которые ведут активный образ жизни и ценят свободу выбора, а также люди старшей возрастной категории, чьи дети готовы и способны обеспечить им комфортное пребывание в клинике.

По стоимости наши платные услуги попадают в средний ценовой сегмент. Качество ОМС и внебюджетной медицинской помощи не отличается. В клинике работают великолепные специалисты, которые постоянно повышают квалификацию. Единственное, что отличается, — это сервис, свобода выбора и возможность вылечить более чем одну нозологию за одну госпитализацию.


Кстати, ранее мы писали о платных услугах в Боткинской больнице.


Пациенты могут выбрать врача, у которого хотят оперироваться, сроки операции и обследования и условия пребывания. К примеру, пациентке после 2-3 родов с диастазом прямых мышц живота, пупочной грыжей и варикозным расширением вен мы можем за одну госпитализацию провести одномоментно удаление грыжи, диастаза и абдоминопластику, если опущена передняя брюшная стенка, а также убрать варикозное расширение вен, а при показаниях и желании, провести еще и липосакцию. Преображенные пациентки выписываются от нас на 3-4 день.

Как пациенты нас находят

Наши пациенты делятся на четыре категории:

  • физические лица, которые сами оплачивают лечение;
  • обладатели полиса ДМС;
  • сотрудники МВД, таможни, ФСБ, военнослужащие и другие «профессиональные» категории, у которых полис ОМС приостановлен;
  • иностранцы. Мы сотрудничаем с несколькими иностранными посольствами.

Большинство пациентов приходит благодаря сарафанному радио. Многие сами находят сайт больницы и записываются на прием.

Второй источник обращений — это страховые компании. Мы много лет работаем в тесной связке с крупнейшими страховыми компаниями, наладили доверительные и уважительные отношения.

Также пациенты записываются в Первую Градскую через сайт НаПоправку. Мы работаем с ним уже два года и очень ценим это сотрудничество. В месяц поступает от 200 записей на платные услуги, преимущественно на амбулаторию. Многие пациенты приходят получить второе мнение, но остаются лечиться в Первой Градской.

В 2020 году мы стали победителями в номинации «лучшая государственная многопрофильная клиника», и, мне кажется, это справедливо. Частная клиника может создать маркетинговый отдел, запустить рекламу, использовать контекст, в отличие от государственной. Реклама нам недоступна, лучшая наша реклама — это наша репутация. Мы работаем с социальными сетями и нашим официальным сайтом.

У больницы есть пресс-служба. Два пресс-секретаря заполняют сайт, ведут соцсети, отслеживают отзывы, отвечают на них, а также курируют общение докторов клиники со СМИ, публикации интервью и комментариев.


Кстати, ранее мы писали об антикризисном PR в Елизаветинской больнице.


В Facebook уже 6698 подписчиков, в Instagram — 5371. Их число постоянно растет. Основной контент — это короткие видеоролики и прямые эфиры с докторами. Сценарии роликов пишем за 1-2 дня, столько же снимаем, потом монтируем. На монтаж уходит больше всего времени. В итоге производство одного ролика занимает до двух недель. Хотелось бы быстрее, но команда небольшая (я и два пресс-секретаря), и у всех есть другие задачи.

Из всех тематик в соцсетях наибольший отклик вызывает пластическая хирургия, а особенно — диастаз. С ним мы четко попали и в целевую аудиторию, и в потребность этой аудитории. Интерес вызывают прямые эфиры специалистов и клинические истории. Но мы постоянно экспериментируем, стараясь нащупать новые возможности.

Из не столь позитивных моментов: люди порой пишут негативные комментарии и критикуют любое упоминание платных услуг. Мне кажется, что это несправедливо. Нашим пациентам никто ничего не навязывает и не отнимает возможность лечиться по ОМС. Это вопрос свободы выбора и иногда, к сожалению, необходимости, потому что некоторые услуги ОМС не оплачиваются. Более того, многие забывают, что лечение по ОМС тоже платное, его оплачивает фонд страхования.

Секрет успеха

Чтобы добиться успеха в продвижении платных услуг, государственной клинике надо найти целевую аудиторию и собственную нишу на рынке коммерческой медицины. Платные услуги будут востребованы, если они дают что-то, отличное от ОМС. Государственная клиника должна сформулировать, что может предложить людям, почему они должны прийти именно в нее и за что они платят.

Планы на будущее

Моя мечта — организовать Центр аналитической медицины, в который могли бы обращаться пациенты с проблемами, требующим особенного подхода. Мы уже готовы к этому. Концентрация профессионалов высокого класса у нас очень высокая.

В этом году мы начали работать с пациентами, переболевшими COVID-19, и создали для них «Программу реабилитации от Первой Градской».

Будем наращивать и улучшать контент. Государственные клиники создают все больше интересных аккаунтов в соцсетях. Например, мне нравятся видео в Instagram у НИИ скорой помощи им. Н.В. Склифосовского, интересная подача и дизайн у Городской клинической больницы №31.

Мы постоянно совершенствуем сайт, работаем с отзывами, отвечаем на все вопросы, которые приходят в социальные сети или на электронную почту, указанную на сайте. Также у нас работают два колл-центра: общебольничный и платных услуг. В них люди тоже звонят и оставляют отзывы. Они позволяют проводить постоянную работу над ошибками и расти.


Кстати, ранее мы опубликовали статью об информационной службе в НМИЦ онкологии им. Н.Н. Петрова.


Бесплатно скачивайте наши книги:

 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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