Продвижение платных услуг госклиники

Сосновская Наталия Владимировна, начальник отдела организации платных услуг ГКБ им. С.П. Боткина, рассказала НаПоправку о развитии коммерческого направления, работе со страховыми компаниями и ДМС пациентами.

Клиника в цифрах

Сегодня ГБУЗ ГКБ им. С.П. Боткина ДЗМ — это современный многопрофильный стационар, где можно получить все виды лечения. Наш Консультативно-диагностический Центр в год посещают 800 тысяч пациентов.

В больнице 90 отделений, 1800 коек — это 7% от общего коечного фонда в городе. Из них более 100 коек — реанимационные. В больнице 54 операционные, в которых ежегодно проводится 70 тысяч операций, причем 9,5% из них — лапароскопические, эндоскопические и роботические, малотравматичные для пациента. Каждая восьмая операция относится к высокотехнологичной медицинской помощи (ВМП). С 2018 года проводится трансплантация органов и тканей, среди них: пересадка почки, печени, роговицы глаза и костного мозга. Проведено уже больше 400 трансплантаций.

Для тех, кто ценит время, работают два стационара кратковременного пребывания (СКП): хирургический № 1 (по профилям: общая хирургия, урология, гинекология, оториноларингология и ортопедия) и офтальмологический № 2. В них операции проводятся без госпитализации, за 1 день.

Уникальная особенность больницы — мощный научный потенциал. На базе ГКБ им. С.П. Боткина работают 24 кафедры 6 ведущих медицинских научных центров и вузов России. В октябре 2015 года открыт Учебно-аккредитационный центр — уникальный многопрофильный образовательный центр для обучения врачей с помощью высокотехнологичных симуляторов и роботов. За это время разработано 250 авторских образовательных программ по 50 медицинским специальностям, обучено около 50 тысяч слушателей со всей России.

Главное преимущество Боткинской больницы — это новейшие технологии, бесценные руки опытнейших врачей и преданность своему делу. Коллектив центра — это 117 докторов медицинских наук (95 профессоров) и 280 кандидатов медицинских наук (150 доцентов). 5 врачей — действительные члены РАН. Ежегодно проходят стажировки в Германии, Бельгии, Израиля, Южной Кореи и Швейцарии.

Государственная и частная медицина

В сознании обывателей государственная медицина часто противопоставляется частной. Многие пациенты по старинке, к сожалению, думают, что бюджетные медучреждения устарели, не задумываются о пациентоориентированности, сервисе, PR, маркетинге и пр.

Сегодня ситуация в московском здравоохранении другая. Многопрофильные клиники, такие, как Боткинская больница, — это ведущие научно-практические центры страны. Принципы пациентоориентированности внедряются повсюду. Проекты «Открытая реанимация», «Электронная медицинская карта», «Новая регистратура» и пр. вводят новые стандарты работы приемных отделений. Проект «Лидермед» формирует эффективную систему управления, кадровую политику.

В ГКБ им. С.П. Боткина много внимания уделяется PR и корпоративной политике. Психология людей меняется: для государственной больницы имидж сейчас не менее важен, чем для частной, если уж мы привыкли их сравнивать. Работа с отзывами и репутацией стала одной из ключевых задач. Мы собираем и анализируем мнения наших пациентов, чтобы лишний раз удостовериться в исключительной компетенции врачей или вовремя получить сигнал, где и что еще нужно улучшить. Отзывы поступают через соцсети, многочисленные отзовики, официальный сайт больницы и электронную почту. Немало обращений поступает и через канцелярию больницы. Все обращения моментально берутся в работу, независимо от характера. Разумеется, больше всего внимания уделяется жалобам, так как это сигнал о возможной проблеме.

Для поддержания корпоративной культуры в Боткинской больнице проводятся культурно-просветительские и оздоровительные мероприятия. Есть социальная поддержка, корпоративная газета, спортзал. Проводится регулярная аттестация работников, обучение и повышение квалификации, введена система поощрений за успехи и профессиональные достижения.

Платные услуги

Отдел платных услуг появился в Боткинской больнице в 2012 году. Перед ним стояла цель — привлечь как можно больше страховых компаний и юридических лиц. В 2020 году все ключевые участники рынка ДМС стали партнерами Боткинской больницы, в том числе ассистансы страховых компаний. Они помогают оказывать медицинские услуги иностранным гражданам по международным полисам. Например, во время ЧМ по футболу в 2018 году Боткинская обслуживала организаторов, членов ФИФА, гостей и участников главного футбольного турнира.

Сегодня отдел платных услуг координирует, обеспечивает документооборот, проводит медико-экономический анализ и финансовый учет данных по трем направлениям: медицинские, немедицинские и образовательные услуги.

ГКБ им. С.П. Боткина — многопрофильный стационар, поэтому платные услуги мы можем оказывать по всем направлениям медицины. Но в рамках федерального проекта «Развитие экспорта медицинских услуг» есть несколько приоритетных: травматология и ортопедия, сердечно-сосудистая хирургия, абдоминальная хирургия, урология, офтальмология. Выбор обусловлен применением в них высокотехнологичной медицинской помощи со сложными технологиями, уникальными методами лечения с уже доказанной эффективностью и прекрасными результатами в нашей больнице. Конечно, это еще и дорогостоящие методы лечения, ведь прибыль от оказанных платных услуг — значимая часть бюджета любой государственной больницы. Сегодня еще больница энергично развивает и онкологический профиль, для экспорта медицинских услуг это тоже достаточно перспективное направление.

Для физических и юридических лиц активно продвигаются индивидуальные комплексные лечебно-диагностические программы (чекапы). Это и есть те направления, которые мы хотим развивать и продвигать на рынке медицинских услуг, как внешнем, так и внутреннем. Если говорить о лечебно-диагностических индивидуальных программах, то на базе двух отделений хирургического и терапевтического профиля удалось реализовать принцип разделения потоков и проводить диагностику в кратчайшие сроки.

Сейчас один из самых востребованных чекапов — это «Комплексная программа предоперационного обследования в стационаре». Ее могут выбрать пациенты, которые готовятся к плановой госпитализации как по ОМС, так и по платным услугам. Основной контингент — это пожилые и маломобильные люди. Родственники таких пациентов экономят свое время, а пациентам гарантировано повышенное внимание и сопровождение.

Пациентам среднего и молодого возраста, которые задумываются о здоровье, предлагаем программу «Диагностика желудочно-кишечного тракта». Ее преимущество — это проведение гастро- и колоноскопии без боли, под медикаментозным сном. Если врач находит новообразования и другие патологии, сразу берется биопсия.

Пациентоориентированность

Мы возвращаемся к стереотипам о государственной медицине. Что такое бесплатные услуги? Они ведь далеко не бесплатные и оплачиваются лечебному учреждению из фонда обязательного медицинского страхования или средств федеральных и региональных бюджетов, то есть из средств налогоплательщиков. Они составляют большую часть бюджета больницы. Ввиду этого вопросы пациентоориентированности и комфорта неразделимы для платных пациентов и пациентов по ОМС. В конце концов конкуренцию и престиж в медицине никто не отменял. Благодаря конкуренции рынок медицинских услуг эволюционирует.

Наша больница планирует получить аккредитацию по международным стандартам качества JCI, а пациентоориентированность — это основа стандартов JCI. Конечно, пациенты на внебюджетной основе достаточно требовательны, особенно ДМС пациенты, чье лечение оплачивается из личных средств или средств работодателя. И наша задача — предоставить своевременную медицинскую помощь в условиях повышенной комфортности. Это возможно в том числе благодаря слаженной работе администраторов, экономистов и врачей отдела организации платных услуг, которые обеспечивают сопровождение и контроль за платными пациентами. Часто врачи отдела консультируют пациентов в индивидуальном порядке, постоянно поддерживают связь и сопровождают их на всех этапах диагностики и лечения.

ДМС-пациенты располагаются в маломестных палатах (не более двух человек), согласно требованиям страховых компаний. Пациенты, которые сами оплачивают госпитализацию, могут выбрать люкс, одно- или двухместную палату. Недавно мы ввели дополнительную услугу — индивидуальный медсестринский пост. Она весьма востребована во время противоэпидемиологических мероприятий в больнице.

Целевая аудитория

Пациентов, которые пользуются внебюджетными услугами Боткинской больницы, можно разделить на несколько категорий:

  • физические лица,
  • пациенты, застрахованные по программам ДМС (как VIP-клиенты, так и мигранты),
  • пациенты, обсуживающиеся по договорам с юридическими лицами (строительные компании, благотворительные фонды и пр.)

Еще наш отдел занимается организацией медицинской помощи военнослужащим и сотрудникам правоохранительных органов в соответствии с Постановлением Правительства РФ от 31 декабря 2004 г. № 911 «О порядке оказания медицинской помощи, санаторно-курортного обеспечения и осуществления отдельных выплат некоторым категориям военнослужащих, сотрудников правоохранительных органов и членам их семей, а также отдельным категориям граждан, уволенных с военной службы».

Маркетинг

Системы маркетинга как таковой в клинике не существует. Скорее можно говорить о слаженной работе немедицинских подразделений при поддержке администрации. По сути, государственные больницы тем выгодно и отличаются от частных, что нет острой необходимости привлекать пациентов. Люди идут к нам лечиться, потому что больше доверяют госклиникам.

У врачей Боткинской больницы, как одной из крупнейших в стране, огромный опыт лечения различных патологий. У них «рука набита» в прямом смысле слова. Часто благодаря этому пациенты приходят по сарафанному радио к конкретному доктору. Выбирают нас по рекомендациям друзей, близких или по отзывам в интернете — койки у нас не пустуют. Тем не менее в больнице работают специалисты по связям с общественностью, которые привлекают в Боткинскую новых пациентов

Врачи Боткинской часто выступают экспертами на радио, в телепрограммах, дают комментарии и интервью печатным СМИ. Также мы регулярно проводим так называемые открытые мероприятия, когда пациенты могут проконсультироваться у светил медицины, просто придя в клинику. Это привлекает новых пациентов и вызывает доверие.

Сложности

Сегодня спрос на получение услуг в Боткинской больнице большой. В месяц поступает порядка 70 тысяч обращений в контакт-центр, через сайт, в социальные сети, в наш отдел. Конечно, к уникальным специалистам, на определенные виды исследований возникает очередь. Пациент хочет получить услугу как можно быстрее и в удобное для него время. Если он не готов ждать, то, скорее всего, найдет другое лечебное учреждение.

Та же ситуация с экстренной и неотложной помощью. Средняя загрузка стационарных коек в Боткинской больнице — 100%. ДМС-пациентам по экстренной помощи иногда не хватает места на этапе согласования. Иногда физически невозможно уделить повышенное внимание в условиях скоропомощной больницы. В таких случаях возникает напряженность, объяснимое недовольство пациентов, поступающих в стационар.

Наша задача — сгладить негатив и не дать спроецировать его в страховую компанию. Эта связь с заказчиком очень важна, поэтому мы регулярно приглашаем представителей страховых компаний и юридических лиц посмотреть, как выглядит больница изнутри, чтобы выстроить доверительные отношения между нашей больницей и страховщиком.

Рекомендации

Как госклиникам развивать направление платных услуг? В первую очередь надо изучить регламенты и создать на их основе собственную нормативную базу. Надзорные органы сейчас уделяют повышенное внимание платным услугам государственных ЛПУ. Еще важны сотрудничество и слаженная работа подразделений, отвечающих за продвижение медуслуг вообще и в частности платных. Это и отдел по связям с общественностью, и IT-служба, и контакт-центр. Нужно не только продвинуть платную услугу, привлечь пациента, но и провести ряд мероприятий для оказания этой услуги.

Планы

Основная цель отдела платных услуг (была, есть и будет) — вносить вклад в бюджет больницы и в то же время не идти вразрез с выполнением государственного задания. Для этого нужно сохранить и преумножить число услуг по ДМС. Это весомая часть всех платных медицинских услуг больницы. К сожалению, сейчас страховые компании тотально сокращают затраты, поэтому задача кажется непростой.

Еще одно перспективное направление — Федеральный проект «Развитие экспорта медицинских услуг». Москва и Боткинская больница, в частности, имеют большой потенциал для медтуризма.

Мнение НаПоправку

Михаил Лукашин, руководитель направления по работе с государственными клиниками НаПоправку, m.lukashin@napopravku.ru

Что НаПоправку дает госклиникам?

«НаПоправку работает с государственными клиниками уже четвертый год. За это время нашими партнерами стали: ФГБУ «НМИЦ ТПМ» Минздрава России, Федеральный научно-клинический центр ФМБА России, ГКБ № 1 им. Н.И. Пирогова, НМИЦ онкологии им. Н.Н. Петрова, ЦКБ РАН, Клиника высоких медицинских технологий им. Н.И. Пирогова и мн.др.

Партнерам мы предлагаем целый список преимуществ:

НаПоправку дает госклиникам поток пациентов на платные услуги (приемы врачей, диагностику, операции, ВМП), то есть позволяет зарабатывать деньги. Крупные госцентры получают от 200 записей в месяц при средней доходимости в 60%. Лидеры по числу записей – взрослые многопрофильные больницы от 100 врачей, онкологические центры. Несколько меньше пациентов записывается через нас в детские медицинские центры.
 
Клиника сама регулирует список услуг и врачей. Вы можете продвигать только начинающих докторов, у которых пока мало пациентов, или, наоборот, заслуженных мэтров. Обе стратегии работают. Рекламируйте пластическую хирургию или приемы терапевта, сцинтиграфию или анализы крови. Например, сейчас растет популярность чекапов в госклиниках. Но статистика показывает: чем больше услуг и докторов клиника продвигает, тем больше пациентов в нее записываются. Работает синергетический эффект.
 
Мы работаем по ФЗ-44 и ФЗ-223, участвуем в тендерах и представлены на разных тендерных площадках. Какую бы площадку вы ни выбрали, мы там будем.
 
В отличие от других агрегаторов у нас есть отдел, который занимается только госклиниками. Мы понимаем их нужды и помогаем на каждом этапе.
 
Партнерам предоставляется статистика звонков и анализ конверсии коллцентра. Мы подключаем коллтрекинговый номер, который позволяет прослушивать звонки пациентов. В конце месяца подсчитываем статистику и присылаем выводы: нередко в госклиниках операторы коллцентра не берут трубку, долго не подходят к телефону. Все это отражается в отчетах.
 
НаПоправку визуализирует репутацию клиники. Наш сервис – это сарафанное радио в интернете. Мы собираем отзывы у пациентов, которые записались через НаПоправку, и публикуем их на сайте. Благодаря этому клиника получает независимую оценку и обратную связь.
 
Полное сопровождение партнеров. Мы сами заполним страницу вашей клиники, добавим всех врачей и услуги. Будем рады обновить данные, если они изменятся, а также ответить на любые вопросы.
 
Пандемия и вторая волна коронавируса – это не помеха для продвижения. Как ни удивительно, некоторые наши клиенты – госклиники только увеличили число клиентов во время самоизоляции и, вероятно, увеличат его при второй волне, если она случится. Ряд клиник закрывают на карантин. Число центров, в которые можно обратиться, сокращается. Но пациентам по-прежнему нужна медицинская помощь. Они идут в интернет и ищут клиники, в которые можно записаться, и попадают на НаПоправку. Если вашу клинику «не закрыли» на карантин, вы можете продвигаться и получить даже больше пациентов».
 

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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