Categories Интернет-маркетологу, Маркетологу, Руководителю клиникиPosted on

Реклама конкурента по названию вашей клиники

Чужая реклама в поиске по названию вашей клиники — неприятная история. Этим грешат и клиники-конкуренты, и некоторые медицинские агрегаторы.
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Расскажем, как действовать, если ваш брендовый трафик перехватывают:

Реклама клиник-конкурентов по названию клиники

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Предупреждение рекламодателю

Если контекстная реклама показывается без вашего согласия, первое, что нужно сделать — послать предупреждение рекламодателю. Шаблон предупреждения можно взять здесь.
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Если рекламодатель игнорирует просьбу, нужно писать жалобу в поисковик и идти в суд.

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Регистрация товарного знака клиники

Название клиники должно быть зарегистрировано как товарный знак. Подать заявку можно онлайн в Роспатенте.
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Через 6-12 месяцев у вас на руках будет свидетельство об исключительных правах на название клиники. Нарушитель несёт ответственность по статьям:

  • КоАП РФ, Статья 14.10. Незаконное использование средств индивидуализации товаров (работ, услуг)
  • УК РФ, Статья 180. Незаконное использование средств индивидуализации товаров (работ, услуг)
  • ГК РФ, Статья 1515. Ответственность за незаконное использование товарного знака

Также можно внести запрет на рекламу по названию клиники в типовой договор с лидогенератором, чтобы не платить за пациентов, которые уже знают и ищут вашу клинику:

Реклама клиник-конкурентов по названию клиники


Жалоба в Яндекс и Гугл

У поисковиков есть формы подачи жалоб в случае рекламы по названию клиники:

На НаПоправку 80% пациентов, которые записываются в клиники,  — первичные. Мы не даем рекламу по названиям клиник.

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