Продвижение стоматологии и ортодонтии: комплексный подход против санкций

Весна 2022-го года была не лучшим временем для продвижения клиники. Привычные соцсети заблокировали, Google Ads приказал долго жить. Но если грамотно скорректировать стратегию продвижения и использовать комплексный подход, можно добиться отличных результатов. Анастасия Гришкова, медицинский маркетолог, руководитель Агентства Медицинского Маркетинга и приглашенный преподаватель курса ВШЭ по маркетингу в здравоохранении, рассказала, как добиться результатов уже со 2 месяца работы и наладить клинике поток лидов.  

Немного о клинике  

Наш клиент — региональная клиника стоматологии «Золотое сечение». Основная услуга — ортодонтия, установка брекетов. Клиника открылась в 2021-ом году и до событий февраля 2022 привлекала лиды из запрещенной соцсети — запускала там таргетированную рекламу. Также продвигались с помощью контекстной рекламы в Яндекс.Директ, но не очень эффективно. 

Поставленные задачи

Когда Нельзяграм запретили, поток лидов существенно снизился. Перед клиникой встала в полный рост проблема — как наладить новую стратегию привлечения лидов? Старые подрядчики не могли справиться с этой задачей — было принято решение обратиться к нам, в Агентство Медицинского Маркетинга. 

Мы продвигаем стоматологии уже 4 года, знаем сегменты целевой аудитории и их боли, у нас есть четкий алгоритм работы и понимание, какие каналы трафика и лидогенерации лучше работают. 

Заказчик поставил одну основную задачу — привлечь пациентов на ортодонтию. Понятно, что одним каналом тут не обойдешься — да и неразумно это, как показала практика весны 2022-го. Нельзя класть все яйца в одну корзину — нужен  комплексный подход. Мы предложили привлекать пациентов с помощью контекстной рекламы и публикации отзывов на крупных сайтах и медагрегаторах. Рассказываем, что получилось.   

Этапы работы

  • Создание прогноза и гипотез

Наша фишка — создание прогноза перед началом работы и заключением договора. Мы просчитываем основные показатели: возможное количество посетителей и лидов с Яндекс Директ и Google Ads, их стоимость и примерный бюджет. Эти результаты показываем заказчику, и он принимает решение: рентабельно ли будет запускать рекламу в принципе и нужно ли ему это.   

Вот как выглядит прогноз 

В этом кейсе мы спрогнозировали, что запуск контекста будет выгодным для заказчика, и начали работу. Вскоре выяснилось, что наши расчеты были верны: мы рассчитывали получить из Директа 44-111 лидов по средней цене 285-713  рублей. Реальные цифры получились в этих пределах: на 2 месяц работы из Директа пришло 53 лида по средней стоимости 633 рубля. Гипотеза оправдалась.

  • Создание лендингов  

Чтобы запускать контекстную рекламу, нужны проработанные посадочные страницы. У клиента был сайт, но недостаточно продающий: без УТП, виджетов, шапки сайта с номером телефона, с малоконверсонной формой заявки. Но разработчик сайта (это было готовое решение на конструкторе) отказался это делать.

Мы решили создать новые лендинги с нуля и вести на них контекстную рекламу. Поскольку ведущая услуга — это ортодонтия, начали с нее. Создали майнд-карту, где прописали три основных направления — прием ортодонта, детского ортодонта, установку брекетов. Итого получилось три лендинга:   

Майнд-карта по лендингам

В этой же карте расписали структуру для трех посадочных. Структуру создавали с учетом накопленной в агентстве экспертизы. Мы работаем со стоматологиями с 2018-го года, я лично проводила анализ того, чего боятся пациентов. Спойлер: в основном это страхи по поводу боли, денег (очень дорого, скажут одну цифру — потом она увеличится в 2 раза), некомпетентности врачей.  

Затем провели конкурентный анализ: посмотрели, как закрывают эти боли другие стоматологии региона. Выяснилась любопытная вещь: страх потратить много денег не был отработан ни у одного конкурента! Все стоматологии писали полную стоимость установки брекетов, да еще и с волшебным словом «от» — а все пациенты прекрасно знают, что это значит.  

Стоимость установки брекетов у нашего клиента была примерно такой же, как у конкурентов, снижать ее — невыгодно для клиники. Мы придумали маркетинговый ход: указали цену в месяц с учетом рассрочки и написали это прямо на первом экране как УТП.  

Также отработали и другие страхи: написали об отсутствии скрытых платежей, фиксированной стоимости, компетенции врачей 

По такому же принципу сделали еще 2 лендинга на услуги ортодонта. Когда лендинги были готовы, начали запуск контекстной рекламы.  

  • Запуск рекламы в Яндекс Директ

К сожалению, только в нем — Google Ads к тому времени уже не работал. Но и наш Директ показал себя отлично — расскажем результаты в конце кейса.

В соответствии с 3 лендингами запустили по 3 рекламные региональные кампании на аудиторию тех, кому нужен ортодонт, детский ортодонт, брекеты. Кампании создавали и на поиске, и в РСЯ.   

Объявление на РК по брекетам на поиске…   

… и в Рекламной сети Яндекса 

  • Создание и усиление онлайн-репутации  

Контекст заработал, пошли первые лиды. Одновременно мы начали работу по сбору и посеву отзывов о стоматологии и ее врачах. Напомню, клиника молодая, онлайн-репутацииеще практически нет — нужно ее создавать. В этом нам сильно помогла команда заказчика — они сами стали просить пациентов оставлять отзывы. А главное — была уверенность в том, что люди реально будут положительно отзываться о врачах — в клинике работает два кандидата наук, много опытных специалистов с большим стажем.

Затем мы зарегистрировались на сайтах-агрегаторах: ПроДокторов, 32 ТОП, НаПоправку. О последнем расскажем подробнее. 

Отзывы пациентов на  агрегаторе НаПоправку

Для клиники профит еще и в том, что прямо с сайта НаПоправку можно записаться на прием онлайн:

Еще один канал сбора лидов

Параллельно собираем отзывы на Яндекс и Google картах, сайтах-отзовиках. Полученные отзывы публикуем на сайте клиники.  

  • Аналитика  

Для аналитики мы пользуемся Яндекс Метрикой, amoCRM, кол-трекингом от Calltouch. Этих инструментов хватает, чтобы ясно видеть, с какого канала пришло больше всего лидов, сколько они стоят, а главное — сколько прибыли приносит клинике каждый канал. Советуем обязательно считать показатель окупаемости ROI. Если он низкий, значит, есть смысл отказаться от этого канала. Зачем терять деньги!  

Полученные результаты 

Уже на второй месяц работы — март 2022-го — мы получили первые лиды из Яндекс Директа. Из 53 лидов 20 стали клиентами ортодонтии и принесли в кассу клиники 329 070 рублей. Это стоило клинике 33 557 рублей. ROI составило 294 % — этот канал полностью окупается.

Далее приведем данные по всем каналам, о которых я рассказывала выше.

Сводный отчет за июль 2022-го

Мы видим, что больше всего лидов и прибыли принес клинике Яндекс Директ. Если смотреть ROI — он не такой высокий, как у геосервисов и сайтов агрегаторов, потому что на эти каналы тратится меньше всего бюджета. Например, зарегистрироваться на Продокторов — бесплатно, на Яндекс Картах и 2ГИС — тоже. Лиды оттуда стоят очень дешево.

В то же время у медицинских агрегаторов лиды дешевые, но их меньше, и меньше возможности масштабирования в принципе. Яндекс Директ масштабировать легко — чем больше РК, тем больше лидов. А в агрегаторах все зависит от активности людей.  

Делаем выводы

  1. Каждый канал стоит рассматривать отдельно и определять эффективность по нескольким показателям. Важно учитывать и ROI, и реальную прибыль, которую приносит тот или иной канал. 
  2. Нельзя ограничиваться одним каналом продвижения, тем более в нынешнее непредсказуемое время. Мы за комплексный подход — это дает наилучшие результаты.  

Бесплатно скачивайте книги от 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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