In order to attract clients, representatives of clinics and private practitioners in our time cannot do without digital marketing techniques. Social networks, according to experts, can and should be used to effectively promote and attract customers. How to do this, what social networks are better to choose for conveying information to the target audience, how to find potential customers and attract their attention and interest in their services, Sergey Kuzmenko told – speaker of the Medical Business Forum, director of the Web and Market company, executive MBA business coach and author of training courses on Internet marketing and social PR. networks.
Sergey Kuzmenko – speaker of the Medical Business Forum, director of the Web and Market company, executive MBA business coach and author of training courses on Internet marketing and social PR. networks.
What social networks are effective today for the successful promotion of clinics and private practice doctors
First of all, these are networks where there is a target audience, where there are living people with their own problems and the desire to solve them by contacting a clinic or a private doctor.
According to research by Factum Group, the key projects in UAnet are: Vkontakte with 14.4 million visitors, Youtube with 14.1 million, Odnoklassniki – 10 million, and Facebook with nearly 9 million monthly visitors.
At the same time, each of these networks has its own characteristics when delivering information to the target audience.
Including technical factors (not more than 20% of the text on the image when advertising on Facebook and not more than 50% of the text on the image when advertising on OK.ru and VK, as well as factors for fine-tuning advertising to the interests of users, including and interests related to health and disease.
Each network has these settings for the interests of users.
For example, in the advertising settings of the Ok.ru network, when choosing an audience with interests in the “Health” shown to reach more than 6.5 million users. But there are also subsections that clarify the interests of the user – this and “Allergy” and “Children's Health”, there are separate settings for bad habits, for example, the attitude towards smoking “Smoked and will smoke” automatically implies a whole bunch of chronic diseases. There is also “Otpika” and a separate block “Dentistry”.
Where do social networks get this data, information about users' interests
Social networks simply see the interests of the audience, which performs certain actions with content as if inside the network, marks with likes, marks “class” certain publications containing words that determine interest in a particular topic. If we are talking about OK.ru, then, according to their own statement, they use big data – data that is collected both in the search engine and in other mail.ru services, including questions and answers and others (4th place by audience in Ukraine – see infographic above).
For some of the settings, direct questioning is used, social networks are constantly polling their audience, throwing in polls.
On the Vkontakte network, you can send advertising messages to members of competing organizations, members of communities of interest “Healthy lifestyle”, “Motherhood” “Overweight” and so on. At the same time, with the help of special services, you can collect only the active audience of these communities that have recently performed any actions in these interest groups.
What are the main trends in maintaining facebook accounts among doctors and clinic managers
As for the most “smart” social networks Facebook, then, according to the developers, the system even takes into account the fact that the user's attention is delayed on a particular material, even if he did not leave any social media under the publication. signals.
But Facebook also has a huge downside for marketers and executives who think that SMM – it's free: the network constantly requires advertising budgets to reach a potential target audience. Therefore, broadcasting and advertising can be very costly, although the minimum advertising budget on Facebook is only $1 per day – you can cover only a hundred or two potential customers for this money. But with good and very accurate settings for both interests and geography.
Please note – in 2017, all three most popular – and Vkontakte, e and Facebook, and Ok – have hyperlocation targeting, which allows you to cover not only residents of any city or village, but also individual districts and just points on the map with a radius of 500 meters or more.
What mistakes do doctors and clinic managers make when maintaining social media pages? networks?
And just one of the biggest mistakes of both clinics and private practice doctors is the blind buildup of subscribers in social networks in the hope that they see all the promises to them and someday use paid services, come to the clinic.
Social networks have now reduced the threshold of organic (free) coverage of the target audience to a minimum. That is why now it is not the number of subscribers that matters, because only 3-5% of them can see publications in the feeds of commercial communities, but the quality of the target audience covered.
After all, both on Vkontakte and on Facebook. and in OK, you can upload email databases and customer phones. who have already visited you, and advertising accounts of social platforms will help you, using the look-alike tool, to select thousands and tens of thousands of users with the most similar interests in the same area. But, of course, you can cover them only with the help of an advertising budget.
As an alternative, I can recommend instead of or along with maintaining a commercial feed, with an advertisement of a clinic or medical services, create and develop a community of interests of the target audience – “How to be healthy”, “Say no to children's caries” “A million tips for a young mother” “Men's Health” etc., where you can already communicate on topics that are not close to you, but to people who are already sick or worried about their health. Create informative content, attract them not with discounts, but with the benefits of everyday stay in your information field – and already having access to these people, having developed a trusting relationship with them, not to advertise themselves directly, but to recommend themselves as a solution to their problems.
Say no to childhood caries” “A million tips for a young mother” “Men's Health” etc., where you can already communicate on topics that are not close to you, but to people who are already sick or worried about their health. Create informative content, attract them not with discounts, but with the benefits of everyday stay in your information field – and already having access to these people, having developed a trusting relationship with them, not to advertise themselves directly, but to recommend themselves as a solution to their problems.
and the benefits of everyday stay in your information field – and already having access to these people, having developed a trusting relationship with them, not to advertise themselves directly, but to recommend themselves as a solution to their problems.and the benefits of everyday stay in your information field – and already having access to these people, having developed a trusting relationship with them, not to advertise themselves directly, but to recommend themselves as a solution to their problems.
An intermediate, trial solution is sowing, throwing your information into already developed similar communities, which can be found in a large number of search groups and pages both on Facebook and on OK and Vkontakte. For convenience, you can use the Sociate.ru seed exchange, where there is also an advanced search by community, by name, by geography, by topic.
After all, the resources for maintaining and developing your community, even at the start, can be many times more than trial sowing.
How to attract and retain patients using social media
In summary, it can be noted that attracting and retaining potential customers – this is the task of the leader, you need to understand the strategies, and allocate resources, both advertising and human. And managers already hired or trained within the clinic must ensure both the creation and uploading to social networks of information that may be of interest to a potential patient, and create conditions for conveying this information to the target audience through advertising accounts of social platforms and sowing in developed communities of interest.
And the last – it's a time factor. Now, when digital marketing tools in the Ukrainian medical industry are still very few people know, The most delicious piece of the pie will be given to the one who will be the first to not only understand how it works, but also redistribute inefficiently spent budgets on outdoor advertising, radio, press towards precise target coverage and millions of audiences on social platforms.
and don't quit SMM – these marketing and advertising tools are the future. In the last 6 months alone, more of them have appeared inside social networks than in the last 6 years.
and don't quit SMM – these marketing and advertising tools are the future. In the last 6 months alone, more of them have appeared inside social networks than in the last 6 years. To learn more about the effective mechanisms for promoting clinics and private practice doctors, get a lot of useful information and learn how to attract patients using trendy digital marketing tools, register for the "Marketing Day for Private Medicine" - business conference for doctors, top managers those who build a successful medical business. The event was held January 28, 2017 in Kyiv!Share:
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