Categories НаПоправкуPosted on

Скидки 50%: кейс клиники «Скорая помощь»

Про скидки на НаПоправку рассказал Алексей Кузьмин, маркетолог клиники «Скорая помощь». Клиника предоставила пользователям скидки на приём врачей от 30% до 50%, получила стабильный поток пациентов и вернула 210% от вложенных инвестиций.

В июне появился новый функционал для акций и скидок от клиник — для них создается отдельная страница акционных предложений, которая появляется наверху страницы с выборкой. Подробнее про новую опцию и подключение читайте здесь.

НаПоправку: — Алексей, как вы решились дать большие скидки на НаПоправку? Обычно клиники дают скидки 5-10%, вы же сами предложили 30-50% на приём врача. Какова была мотивация?

Алексей: — Мотивация была очень простая. Клиника открылась в сентябре, соответственно, нам нужно создавать базу пациентов. Мы надеемся на то, что создав должный уровень качества сервиса, придя один раз, пациент станет нашим постоянным посетителем. Поэтому мы отслеживаем возвратность каждого пациента.

Если заявка электронная, то она сразу попадает в базу по метке источника — мы видим, что заявка от вас. Администраторы тоже учитывают звонки с НаПоправку — у нас стоит колл-трекинг.

Если человек не скажет, что он с НаПоправку, то ему скидку администратор не даст. Было такое, что пациент скидку увидел, пришёл, но вспомнить, откуда он про скидку узнал, не может. Мы иногда подсказываем, но с этим строго — скидка существенная и мы её направо-налево не раздаем.
У нас есть похожие программы лояльности с другими агрегаторами, но для НаПоправку мы сделали одни из самых больших скидок.

НаПоправку: — В январе у вас было мало записей. Поэтому вы решили сделать большие скидки?

Алексей: — С вашим сервисом нужно работать: не просто зарегистрироваться, заплатить и забыть, а стараться поднимать своих врачей выше в списке.

Мы были на грани расторжения договора с НаПоправку. Какой-то у нас был месяц переломный, по-моему, январь — пришло  мало записей. Но после подключения реал-тайм записи и запуска скидок, мы поднялись выше и пошли заявки — пациентов стало больше примерно в три раза.

НаПоправку: — Скидки в вашей клинике на приём врачей. Почему нет скидок на диагностику или услуги?

Алексей: — Мне кажется, рынок так выстроился в Петербурге, что цена на приём врача может сильно варьироваться — от 800 рублей до 5000 рублей в премиум-клиниках.
А вот что касается диагностики, то она относительно выровнена по стоимости. Поэтому давать скидку резона нет. УЗИ в среднем по городу стоит 700 рублей, ниже цену делать несерьезно.

Плюс, диагностика — один из способов расширить средний чек при скидочном приёме врача. Мы предпочитаем не делать скидки на диагностику, а предлагать комплексные акции — опять же, для НаПоправку у нас есть акции кардиолог+ЭХО, гинеколог+УЗИ малого таза.
Эти акции бьются со скидочным приёмом врача — получается почти так же, если отдельно записаться к врачу со скидкой, а потом пройти диагностику по полной стоимости. Но иногда скидка выходит больше именно в комплексной акции, где общая скидка сразу и на процедуру, и на приём.

НаПоправку: — Скажите, пожалуйста, сколько людей приходят на полную стоимость приёма, а сколько на скидки?

Алексей: — У нас примерно 90% всех пациентов — приходят по скидке.

НаПоправку: — Это очень много. Это выгодно для клиники, какова возвратность?

Алексей: — Остается на вторые, третьи приёмы примерно половина. Давайте прямо сейчас посмотрим цифры по апрелю. Из всех пациентов, которые записались с НаПоправку, дошли до клиники 72%. Практически все пациенты, дошедшие по акции, пришли в клинику два раза.

НаПоправку: — Это данные за апрель, пациенты же могут и позже прийти к вам — в мае или в сентябре.

Алексей: — Вообще у нас есть два вида статистики, есть помесячная и догоняющая, мы стараемся и долгосрочно отслеживать пациентов, конечно.

НаПоправку: — Как вы оцениваете, скидки в 30-50% окупаются в вашем случае?

Алексей: — Я не буду говорить точную цифру выручки, но окупаемость инвестиций получилась примерно 210%.


Кузьмин Алексей Андреевич, медцентр “Скорая Помощь”
med-sp.com
https://vk.com/medicsp
www.instagram.com/medical.center.spb

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