What works?
- Geo-contextual advertising. Allows you to secure your clinic in the top for specific queries. Works in Yandex Maps and 2GIS.
- Promotion in navigators. For example, Yandex.Navigator can show your clinic to users driving nearby. This is especially useful for emergency medical services.
- Media banners. In 2GIS, you can place a banner that will be seen by users studying medical institutions in your area.
- Reviews. You can ask the patient to leave a review via SMS, email or QR code at the reception desk.
- Routing. Check if the route to the clinic is built correctly in the navigator – errors in the address can reduce attendance.
Expert opinion. Alexandra Vishtak, Senior Manager for Contextual Advertising at Demis Group:
Why you need to launch geoproducts Check if the route to the and what you should consider:
1. Increasing the visibility of the clinic. For example, placement in maps increases the chances that potential patients will be able to easily find the clinic through search queries and maps. Plus, this helps improve the SEO positions of the clinic.
2. Location. Can people living nearby/in this area/city contact you, is it easy to get to the clinic, what transport, etc., the choice of advertising product depends on this, so targeting will be more accurate and effective.
3. Reviews/rating/company card content – this greatly influences the clinic’s reputation and helps to make a choice among a large number of competitors.
Thus, geoservices help attract new patients, integrate with navigation, are more user-friendly, increase trust, and also have a large number of products for any type of clinic and service.
Social networks and messengers
In 2023–2024, we witnessed a trend towards the development of personal brands for doctors. YouTube channels, VK pages, reels and shorts with advice filled social media feeds. The secret of such activity is simple: patients trust doctors who maintain social networks, so a presence on Telegram, VK and Zen is becoming mandatory. It is easier for people to trust a doctor they have already seen on social networks, read posts about. This creates a feeling that they are familiar. Clinics can also use this trend.
According to Marina Vetrova, head of content management in the SMM department of Demis Group, successful promotion of a medical project in social networks depends largely on the correct balance of content types. It should include informative articles, useful tips and current news in the field of medicine. It is important to avoid publications containing personal data of patients or treatment methods that are not confirmed by scientific research. Particular attention should also be paid to Check if the route to the interaction with the audience – you need to involve users in discussions, provide expert answers to questions of interest to subscribers, and close their “pains”. All this will help create an atmosphere of trust and increase loyalty to the brand.
What works?
- Telegram is a powerful tool for expert content, patient stories, and native advertising.
- VK — AI targeting allows you to promote medical services, including dentistry, diagnostics and rehabilitation.
- Zen is a great platform for health articles and personalized advertising.
Expert opinion. Artem Chumak, head of influencer marketing department at Demis Group marketing agency.
In order to ensure maximum efficiency Check if the route to the from advertising with bloggers in the medical field, it is important to attract ambassadors – well-known experts with a large reserve of loyalty among their audience, because first of all, it is important for the client to understand whether the clinic can be trusted. And only after that, start using lead magnets in the form of discounts/promotions and everything else.
If the clinic already has a large loyalty reserve, then the ideal promotion strategy is to use seeding with promotions and attract bloggers who will talk about their experience of interacting with the clinic.
Reputation management
Advertising and SEO attract patients, but the decisive factor in choosing is the reputation of the clinic. After all, marketing in medicine is about trust. Patients do not just choose a service, they choose who to trust with their health. Today, patients analyze not only the cost of services, but also reviews, doctor ratings, the clinic’s interaction on the Internet and the quality of service.
Fact: 78% of patients read reviews on independent sites before making an appointment: ProDoctors, SberZdorovye, NaPopravku. At the same time, 45% of patients are willing to overpay for services in a clinic with a high rating and reviews.
What works?
1. Working with negativity, not removing it.
Deleting bad reviews is not a solution. The patient can write a complaint again, but in a more severe form. Companies that openly deal with negative comments receive 30% more loyal customers.
How to respond to negativity correctly:
- respond promptly (within 24 hours);
- show empathy, clarify details, offer a solution to the problem;
- After the settlement, it is correct to ask the patient to update the review.
2. The reputation of doctors is a key factor in choosing.
65% of patients study the specialist’s rating before making an appointment. To increase trust in doctors, it is important for the clinic to:
- monitor the relevance of information on the sites (experience, certificates, reviews);
- create expert content on behalf of doctors: articles, videos, interviews;
- build a personal brand for doctors through social networks and specialized platforms.
3. Automation of reputation management. AI analytics helps track the dynamics of reviews and identify problem areas. Communication scripts for administrators reduce the risk of conflict situations. Setting up notifications about new reviews speeds up the clinic’s response.
4. Working with media and social networks. The c level executive list reputation of a clinic is formed not only by reviews, but also by publications in the media, blogs, and social networks. This helps not only to attract patients, but also to increase trust in the medical brand.
Expert opinion. Marina Kaloshina, Director of the SERM/ORM business direction
We see that clients no longer want to simply “clean up their reputation.” They want to understand why certain problems arise the 6 mistakes to avoid when designing your mobile corporate intranet and how to solve them. We help them not only react, but also build a reputation management system at the business process level.
There is no universal solution in medical marketing: contextual advertising instantly brings hot leads, but requires constant investments, SEO gives long-term results, burkina faso business directory but requires patience, and social networks help build trust, but do not always directly generate applications. The main task is to find a balance between quick results and sustainable growth.
Invitation to the conference
Want to learn more about promoting medical services? Demis Group invites you to a conference on medical marketing ! Speakers will share practical cases, tell you how to manage search results and work with reviews
