Исследование: сколько стоит пациент из контекста?

Бывает, что на встречах руководители клиник делятся данными по стоимости привлеченного пациента. Часто хвалят контекст: пациенты по 300 рублей, по сравнению с ценой за пациента на НаПоправку выходит дешевле.
Рассказываем, почему такая цена вызывает сомнение.
В период с января 2016 года по март 2018 Calltouch провели масштабное исследование платной рекламы в медицинской тематике. Мы решили сравнить полученные Calltouch данные с показателями Google и Яндекс. В разрезе различных метрик удалось выяснить, какие источники рекламного трафика наиболее эффективны, откуда приходит больше звонков и какова их стоимость по различным направлениям сегмента.
Посмотрим вводные данные исследования:
- Период – с января 2016 по март 2018;
- Количество проанализированных звонков – 7,8 млн;
- Количество посещений сайтов из выборки – 173 млн;
- Количество проектов, участвующих в исследовании – 415.
Контекстная реклама – это самый объемный и затратный источник. Он приносит больше всего обращений, его легко анализировать и вносить изменения в рекламные кампании. Его мы и рассмотрим подробнее.
По данным исследования, посещаемость сайтов клиник с Яндекс.Директ за два года выше Google Adwords в 1,8 раза.

Сравнив конверсию с контекста, мы видим, что чуть более высокую эффективность показывает Google Adwords.

Средняя стоимость привлечения с Яндекс.Директ и Google Adwords
В первую очередь рекламодателей волнуют деньги – сколько необходимо тратить на рекламный канал, и во сколько обходится обращение и продажа.
Посчитаем среднюю стоимость привлечения уникального звонка с обеих систем.

Стоимость обращения в зависимости от направления
Совместно с нашими коллегами из Яндекса мы выявили среднюю стоимость привлечения лида с Яндекс.Директ по разным направлениям.
Более общие сферы, такие как медицинская диагностика и исследования, название клиники и ГЕО или медицинские услуги на дому имеют стоимость уникального звонка ниже, чем узконаправленные темы.
Рассмотрим данные Calltouch по уникальным звонкам Яндекс.Директ в период с 01.01.2018 по 31.03.2018 по Москве и Московской области. В порядке уменьшения цены.
Стоимость привлечения уникального звонка с Яндекс.Директ по общим направлениям:
- Медицинская диагностика и исследования – 1,518 ₽;
- Медицинские услуги на дому – 1,331 ₽;
- Название клиники + ГЕО – 1,041 ₽.
Цена уникального звонка в узконаправленных тематиках:
- Пластическая хирургия – 11,930 ₽;
- Хирургия – 6,633 ₽;
- Стоматология – 5,500 ₽;
- Флебология – 5,236 ₽;
- Урология – 4,321 ₽;
- Онкология – 4,229 ₽;
- Травматология – 3,755 ₽;
- Гастроэнтерология – 3,499 ₽;
- Кардиология – 3,170 ₽;
- Акушерство гинекология – 3,129 ₽;
- Нефрология – 3,098 ₽;
- Дерматология – 3,082 ₽;
- Косметология – 2,706 ₽;
- Ортопедия – 2,625 ₽;
- Проктология – 2,498 ₽;
- Неврология – 2,489 ₽;
- Ревматология – 2,344 ₽;
- Маммология – 2,292 ₽;
- Офтальмология – 2,243 ₽;
- Оториноларингология – 2,034 ₽.
- Педиатрия – 1,973 ₽
- Пульмонология – 1,831 ₽
- Гематология – 1,225 ₽
- Вакцинация – 1,133 ₽
- Физиотерапия – 613 ₽
Воронка контекстной рекламы
Согласно исследованию CallTouch, эффективность контекстной рекламы в медицине — 2-5%.
То есть конверсионная воронка выглядит так: из 100 человек, кликнувших
по контекстной рекламе, приходят на приём, в среднем, 3 человека:

В медицинском контексте сложно получить пациента дешевле, чем за 1000 рублей. Пара причин, почему кажется, что пациент из контекста стоит дешевле:
- «Обращения»: маркетолог считает цену пациента по «обращениям» — кликам, звонкам или заявкам на звонок, а не по подтвержденным записям или пришедшим пациентам.
- Реклама по названию клиники: в отчет включены брендовые запросы: они сильно накручивают статистику. Брендовая реклама недорогая, а записывается по ней каждый второй. Поэтому средняя цена становится ниже реальной. Как правило, это вторичные пациенты, которые записались и без рекламы.
Стоит ли клинике продвигаться в контексте
Однозначно,
да. Контекстная реклама — мощный инструмент для привлечения первичных
пациентов в клинику, который требует правильного подсчёта конверсий и
оптимизации.
Цену пациента снизят объявления на маржинальные услуги и районные запросы.
Яндекс, в свою очередь, усовершенствует выдачу — теперь значок рекламы практически незаметен для пользователя:

В дополнение к вашим каналам продвижения, попробуйте получать пациентов с НаПоправку. Это низкорисковый инструмент: вы платите не за клик, не за звонок, а за подтвержденную запись пациента на приём.
Размещение на агрегаторе не требует усилий: всю настройку мы берём на себя. Напишите мне на partner@napopravku.ru и мы рассчитаем стоимость пациента для вашей клиники на пробном периоде.
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