Just recently, the phrase medical business sounded like something distant, expensive and accessible only to a few. Now in the CIS countries, private medical institutions and specialists are increasingly replacing state medicine in everyday life, so a fairly wide range of people have begun to be interested in such a business. And private offices of individual specialists (beauticians, dentists, dermatologists, etc.) have become not a curiosity, but a common occurrence.
Of course, in each country the development of the medical business has its own specifics, but there are also common features. And they need to be understood by anyone who is interested in starting or further developing their own business in private medicine.
Medical business in the modern world
The success of private clinics and specialists is not surprising. After all, medical market players are attracted by the high profitability of the business (according to statistics, up to 30%) and stable income.
At the same time, paradoxically, there is no competition with state clinics. After all, it is difficult to imagine patients of private institutions who suddenly decide to change good service and quality care for a complete opposite, which will still cost money (let's be honest, this is no secret to anyone). Yes, there are far fewer than half of the clients of private clinics among the population of the CIS countries (25-30%), but these figures are more than enough to ensure the growth and development of the medical business.
At the same time, due to competition among themselves, private institutions significantly increase their own level, which is a huge plus for patients.
Of course, the emergence of a huge number of new private institutions does not mean that the medical market is fully formed – it is still in its infancy. About 85% of the total "pie" still occupies the public medicine sector. But the trend towards an increase in the number of "private traders" there is.
And the growth of their number and competition is good for patients not only by improving the quality of service, but also by moderate prices, dictated by the same reasons.
By the way, the most popular areas in the domestic medical business are cosmetology, dentistry and gynecology / urology.
Medical market experts predict that in the near future, all types of surgery will become the most demanded sectors (aesthetic surgery is already in the top of the most popular ones) and diagnostics (including laboratory and MRI, CT).
So, if you are thinking about starting your own medical business, now you know which direction to go in.
Ways for the development of modern medical business
To successfully promote a clinic or an individual doctor in the medical market, you will have to remember one of the basics of marketing – brand creation and promotion. This is what will ensure recognition and a positive image of a specialist or institution. But the quality of the services provided to the patient, of course, must be consistent.
What are the ways to develop the medical business?
1. Improving the level of service.
This item directly relates to the proposal for the compliance of services with the promotion of the clinic. Reputation should be above all! Therefore, it is necessary not to save on the professional development of specialized employees (courses, conferences, seminars). And no less carefully monitor the level of administrators and managers.
A great personal manager, who goes deep into the person's problem and solves it quickly, will provide good feedback.
Satisfied customer – this is a client who will recommend his doctor to his friends!
2. PR strategy.
Due to the high competition, you will have to periodically remind a wide audience of yourself. There are many methods: organization of events for a wide range, their coverage in the regional media, useful publications with native advertising in Internet publications (not only specialized, but also for a wide range of readers – such like estet-portal.com.
3. Implementation of marketing tools.
We will tell you more about marketing in the medical business in a separate article. And now we can limit ourselves to the important emphasis that in the medical business Internet marketing, content marketing and other types of marketing give the same excellent results as in any other business.
4. Additional services.
If possible, try to implement them. These can be online consultations (if possible within the specifics of your activity, of course), various promotions and discounts.
5. Partnership with other clinics/specialists.
Of course, partnership is not possible with the closest competitors. But it is very beneficial for both parties when it comes to cooperation in related niches. For example, many doctors cooperate with analysis laboratories or diagnostic centers, giving their patients referrals there.
6. Pricing.
Although last on the list, it is by no means the least important. Make prices flexible, differentiated, so that as many people as possible can become your patients. Think about bonuses, package offers. If a particular service becomes more expensive, carefully justify this to patients and, if possible, offer as a "comfort" extended range of services.
As you can see, the main specifics of the medical business – its patient focus (similar to customer focus in any business). By maintaining a patient-centered approach, building a successful medical business will not be difficult.
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