Запуск продаж с помощью WhatsApp: быстрый маркетинг клиники эстетической медицины

Одна из маркетинговых механик в Whatsapp — чат-боты, которые позволяют компании напомнить о себе, собрать обратную связь от клиентов. Главное преимущество Whatsapp-рассылок — возможность автоматизировать процесс взаимодействия и коммуникации с клиентами на постоянной основе, а также наладить процесс upsell и cross-продаж товаров или услуг, благодаря автоматическим рассылкам с офферами или спецпредложениями нужным сегментам клиентов.

Как добиться ROI в 1400% при базе в 10 000 контактов — рассказывает агентство по запуску сайтов и продаж в Интернете ‎‎«‎Webtoday»‎ на примере своего клиента, клиники эстетической медицины.

WhatsApp для медицинских компаний:

● отправлять рассылку о недозвонах клиенту; 

● отправлять сообщения с медицинскими результатами;

● напоминать о записи на прием; 

● рассылать специальные предложения от клиники; 

● помогать обновлять рецепты и назначения; 

● напоминать о периодических услугах; 

● отвечать на частые вопросы при помощи чат-бота.

Запись на приём
Освободите время операторов регистратуры для более важных задач, делегируя рутинные задачи чат-боту. Если раньше клиентам нужно было звонить в регистратуру или ждать обратного звонка от оператора при записи через сайт, то теперь он можно записаться или перенести визит самостоятельно в удобное ему время. Установите на сайте виджет чата, чтобы пациент мог перейти в удобный мессенджер и сразу записаться к врачу.

Отправка сообщений о недозвоне
Бывает, что клиент заказал обратный звонок, но не взял трубку. Причин может быть много, но в результате вы теряете время. 

Напоминания о приёме 
Каждый раз, когда клиент забывает о приеме к врачу и не приходит, вы теряете деньги. Чтобы снизить процент тех, кто записывается и пропускает визит, рекомендуем подключить напоминания о записи в клинике.

● сообщение сразу после записи; 

● за сутки до визита в клинику; 

● за 2–3 часа до визита. 

В сообщениях указывайте адрес клиники, дату и время приема. Можно добавить фамилию врача и особые рекомендации (например, «Не ешьте и не пейте ничего за три часа до обследования»).

Спецпредложения
Например, косметологическая клиника может предложить бесплатную консультацию косметолога, чистку лица со скидкой 20%, курс массажа (десятый сеанс бесплатно) и так далее.

Диагностический центр может рассказать в маркетинговой рассылке о скидках на чеках. А стоматология — об отбеливании зубов по акции.

Напоминания о периодических услугах
Допустим, пациент стоматолога прошел длительное лечение. ȅеперь ему нужно обязательно приходить на осмотр каждые три месяца, но он об этом забывает. Ȃрисылайте автоматические напоминания — это источник дополнительных продаж для вас и одновременно забота о пациенте.

FAQ
Чат-бот в WhatsApp может отвечать на вопросы типа «Когда сдать кровь», «Как до вас доехать» и «До скольки можно сделать ЭКГ». Может отправить расписание врачей, график работы в праздники и так далее.

Так пациенты смогут получать информацию в любое время буквально за несколько секунд, а сотрудники перестанут отвечать на однотипные вопросы и переключатся на другие задачи.

Кейс клиники эстетической медицины

Весной 2023 мы запустили чат-бот в WhatsApp для клиники эстетической медицины в среднем сегменте. Целевая аудитория — женщины от 20 до 60 лет со средним и высоким достатком, которые следят за своей внешностью.

Мы увидели, как правильная сегментация клиентской базы, разработка спецпредложений для конкретного сегмента, а ещё тональность коммуникации рассылки влияет на итоговую выручку.

Задача клиента: сбор обратной связи и реактивация «спящей базы»
Заказчик обратился к нам с задачей сбора обратной связи от старых пациентов, чтобы узнать причину отказа от новых посещений клиники, а также понять, остался ли у них интерес к услугам. Кроме того, чат-бот должен был работать в фоновом автоматическом режиме без участия людей.

Решение
Совместно с заказчиком сегментировали базу клиентов и определили цели нашей работы. В целевую базу рассылки вошли более 1000 человек, которые не посещали клинику более года.

Далее мы составили подробную карту опроса с вариантами выбора ответа и сценарными ветками. На каждую кнопку было запрограммирован следующий шаг. Пациенту приходило стартовое сообщение, где предлагалось пройти опрос. Далее мы изучали его мнение о работе клиники: что конкретно не понравилось, почему он не приходит в клинику снова.

В конце опроса пациент получал промокод на скидку.

Пример сценарного дерева рассылки:

Вывод: показатели можно улучшить
В итоге, мы получили хорошие результаты прочитываемости, но выручка составила всего 36 тысяч рублей. После анализа обратной связи мы поняли, что большая часть пациентов потеряла интерес к клинике или физически не может ее посещать. Тогда мы решили отправить такую рассылку по пациентам, которые посещали клинику менее года назад — гипотеза в том, что они все еще лояльны к бренду.

Итоги первой отправки:

Новая рассылка: увеличение выручки
Для новой рассылки мы сформировали новую базу и выбрали сегмент клиентов, которые воспользовались услугой недавно, в течении последних трех месяцев. А еще предложили более привлекательный оффер, изменили тональность опроса и его механику — сделали чат-бота более понятным и коротким, чтобы человек быстрее дошел до специального предложения.

Итоги второй отправки:

Такие показатели мы получили, сделав всего две рассылки. Затем провели анализ и запустили третью. Ее результаты мы не можем продемонстрировать из-за экономической тайны. Но предлагаем посмотреть на гипотетические результаты от рассылки на базу в 10 и 100 тысяч пользователей:

Сравнение результатов трех рассылок:

Выручка от рассылок растет пропорционально размеру клиентской базы: чем больше сообщений вы отправляете, тем больше денег вы получаете. Для внедрения инструмента нужно провести несколько тестов, далее процесс можно автоматизировать.

Приветствуем! Опубликуйте материал о своём опыте в медицинском маркетинге в нашем Блоге. Для этого напишите нам на partner@napopravku.ru

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