Правила размещения акций для пациентов на НаПоправку

Акции и скидки позволяют выделиться на фоне других медицинских центров и привлечь первичных клиентов. Мы проанализировали поведение пользователей и сформулировали 10 критериев хорошей акции на НаПоправку.

Напомним, что каждую неделю мы делаем рассылку среди наших пользователей с лучшими акционными предложениями. Акции в рассылку включаются бесплатно, а отбираются по критериям, описанным в этой статье.

Чтобы в нее попасть, придумайте выгодную акцию, а затем самостоятельно добавьте ее в Личном кабинете клиники, согласно этой инструкции. Пожалуйста, внимательно прочитайте ее перед добавлением акции.

Если, несмотря на инструкцию, акцию добавить не удалось, пришлите нам информацию на help@napopravku.ru. Еще больше бесплатных возможностей продвижения на НаПоправку описано здесь.

1. Вы НЕ можете разместить акции на услуги, которых НЕТ на нашем сайте или которые вы решили НЕ продвигать на НаПоправку.

Если клиника решила не размещать на НаПоправку, к примеру, анализы, но потом пытается добавить акцию на эти анализы, мы не разместим ее по очевидным причинам. Все услуги, включенные в вашу акцию, должны быть добавлены в список ваших услуг в Личном кабинете клиники. Это ограничение распространяется и на услуги, которых в принципе нет в каталоге НаПоправку, например, на прием ветеринара.

2. Цена услуги в акции должна быть ниже стандартной.

Цена услуги в рамках акции должна быть ниже стандартного прайса. Если цена соответствует прайсу, то это не акция. Анонс новой услуги со стандартной ценой тоже не считается акцией.

3. Выгодные акции более успешны.

На первый взгляд, очевидная рекомендация, которой следуют далеко не все: чем выгоднее, тем популярнее. Скидка 20% и более привлекает внимание и дает записи. Лучше, если размер скидки вынесен в название акции, например, «Скидка 50% на прием гинеколога», а в описании есть и стандартная цена (в зачеркнутом виде), и новая цена. Многие пользователи не знают, сколько услуга стоит в других клиниках, и не понимают, насколько выгодно предложение. Но разницу между старой и новой ценами увидят все.

4. Выбирайте для акции популярные услуги.

Чем популярнее услуга, тем больше у акции шансов на успех. Чтобы вам было удобнее, мы составили список самых востребованных услуг, на которые клиники давали промопредложения в июле-сентябре 2019 года.

  • ФГДС / Гастроскопия желудка
  • Прием акушера-гинеколога
  • ЭЭГ
  • Прием андролога
  • Прием детского ЛОРа
  • Комплексная чистка зубов
  • УЗИ брюшной полости
  • Прием офтальмолога (окулиста)
  • Прием пластического хирурга
  • УЗИ малого таза
  • ПЦР анализ на скрытые инфекции
  • Прививка «Пентаксим»
  • Дуплексное сканирование вен нижних конечностей
  • Колоноскопия под наркозом
  • ФГДС под наркозом
  • Прием врача-косметолога
  • Прием диетолога
  • Прием флеболога
  • Прием венеролога

5. Упрощайте механику акции.

На портале НаПоправку акции разных клиник формируют список и конкурируют друг с другом. Пользователь просматривает варианты и выбирает простые и выгодные. Не используйте в акциях сложные условия и ограничения: скидка за репост или подписку, скидка студентам-первокурсникам на время сессии и пр. Подобные акции лучше разместить на сайте и в социальных сетях клиники, а к нам добавить безусловные, но заманчивые промо.

6. Давайте понятные и осязаемые предложения.

Список стоп-слов, которые могут смущать и отпугивать клиента: «комплекс», «комплексное», «несколько», «программа», «более», «менее», «по поводу проведения», «по выявлению» и др. Эти слова не дают информацию, а содержат оценочные суждения и канцеляризмы. Оценочные суждения часто лучше заменить на цифры. К примеру: «шесть анализов по цене двух», «три обследования, чтобы найти причину головной боли» и др.

Здорово, если сообщение объясняет и рассказывает, что получит клиент: причину боли, проверку зрения, check-up сердца, результаты анализа в тот же день. Истинная цель клиента — найти причину, получить лечение, избавиться от симптома, услышать, что он здоров, а не пройти список процедур.

7. Придумывайте беспрерывные акции.

Давайте акции, которые действует ограниченный период, но безостановочно. Пользователи часто не обращают внимание на дополнительные условия и потом чувствуют себя обманутыми. Механика «Акция действует с 5 по 15 сентября» проста и вызывает желание поторопиться, а механика «Акция работает по четным субботам с 9.00 до 9.30» раздражает.

8. Давайте акции на связанные услуги.

Обычно одной консультации или анализа для правильного диагноза недостаточно. Большинство пациентов это понимает. Но еще они знакомы со стереотипом о частных клиниках: ради выгоды врач назначит целый список ненужных анализов. Предложение связанных услуг (прием врача + УЗИ, консультация + анализы) работает с этим страхом и возможными возражениями. Пациент уверен, что за потраченные деньги он точно получит какой-то ответ.

9. Не включайте в акции дорогостоящие курсы процедур.

Но не включайте в акции длительные дорогостоящие курсы из N посещений, которые нужно оплатить единовременно. Сравните две акции: «прием врача + диагностика со скидкой» и «10 посещений мануального терапевта + 5 сеансов УВТ со скидкой 5% при полной предоплате в день первичного посещения». Первая будет пользоваться спросом, а на вторую никто не запишется.

10. Иногда могут сработать акции на редкие услуги.

Из-за особенностей работы поисковиков и нашего портала успех могут иметь акции на редкие и малоизвестные услуги. Например, если пользователь хочет записаться на фиброэластометрию или гистеросальпингографию, то поисковик с большой вероятностью покажет сайт НаПоправку и ваше акционное предложение. Пользователей, которым нужны эти процедуры, немного, но это редкое предложение — неплохой шанс выделиться и привлечь внимание к клинике.

Статистика за июль-сентябрь 2019 года подтверждает наши рекомендации. ТОП промопредложений по количеству записавшихся на НаПоправку выглядит так:

  • «ФГДС / Гастроскопия желудка по цене 2 200 рублей»
  • «Лазерное удаление новообразований со скидкой до 80%»
  • «ЭЭГ по цене 700 рублей».
  • «Комплексное УЗИ-обследование для женщин со скидкой 70% за 2 500 рублей»
  • «Анализ на скрытые инфекции по специальной цене»
  • «Комплексная чистка зубов со скидкой более 40%»
  • «Диагностика ИППП со скидкой 50%»
  • «Бесплатный прием эндокринолога»
  • «Удаление новообразований от 120 рублей»
  • «Запись на прием ЛОР-врача по цене 1 003 рублей»

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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