Контент-маркетинг в продвижении клиники

Introduction to Marketing Journey

Background of the Speaker

• Guar Solovanidi introduces himself as the founder of "Dnimet" and welcomes Alexandra Sidorenkova, the marketing director of Lachta Clinics.

• Alexandra shares her initial interest in marketing during 2012-2013, noting that early marketing efforts were often intuitive and driven by necessity.

Early Career Insights

• She transitioned into a project role with newly opened clinics in regions, taking on the position of head of marketing.

• Alexandra describes her experience at Wode where she had to build marketing from scratch with limited resources, which was a significant learning opportunity.

Experience at Wode and Transition to Lachta

Role Development

• During her four years at Wode, she managed various administrative tasks while focusing on regional development across multiple locations including Kostroma and Sevastopol.

• She was invited to join Lachta Clinics initially as a call center manager during the COVID pandemic, highlighting the challenges faced during this period.

Skills Gained

• Alexandra emphasizes how her diverse experiences shaped her understanding of team dynamics and operational efficiency within small teams.

Marketing Strategies in Healthcare

Attracting Patients

• Discusses strategies for attracting patients from different regions through targeted communication about available services.

• Utilized innovative methods like postal advertising with their logo to increase visibility among potential patients.

Team Dynamics

• Highlights the importance of flexibility within small teams where individuals often wear multiple hats due to resource constraints.

Call Center Operations During COVID

Call Volume Management

• Describes handling around 700 calls per day during peak times and implementing systems for effective management.

Recruitment Challenges

• Shares personal anecdotes about recruiting team members remotely amidst pandemic restrictions, leading to long-term employee retention based on recognizing potential.

Shifts Towards Digital Marketing

Restructuring Efforts

• As COVID restrictions eased, there was a shift back towards digital marketing strategies focusing on website optimization for better user experience.

Addressing Patient Interaction Issues

• Identifies common issues patients face when trying to contact clinics online or via social media platforms; emphasizes improving seamless communication channels.

Communication in Healthcare: Streamlining Patient Experience

Simplifying Patient Registration

• The importance of a streamlined registration process is emphasized, with a focus on making it easy for patients to book appointments through apps or websites.

• Discussion on the flexibility of appointment slots, allowing patients to register based on doctor specialization and services without needing direct human contact.

• Observations indicate that patients prefer minimal interaction for simple inquiries, reflecting a trend towards digital communication.

Current Trends in Appointment Booking

• A statistic reveals that 70% of patient bookings are still made via phone calls compared to 30% online, despite advancements in online booking systems.

• Detailed features of the booking system allow users to select specific time slots and prepare for their appointments effectively, enhancing user experience.

Managing Pediatric Appointments

• Challenges arise when scheduling pediatric appointments; considerations must be made for both sick and healthy children during specific time frames.

Development and Integration of Technology

• The integration of advanced booking features took about a year to develop, indicating the complexity involved in improving existing systems.

• The system utilizes an API to manage appointment slots while ensuring that patient information is accurately reflected within the platform.

Technical Infrastructure and Future Considerations

• Discussion about the reliance on WordPress for website management raises concerns about its longevity and performance as technology evolves.

• Mention of newer programming languages like Nuxt being used for faster site performance highlights ongoing technological upgrades.

Application Development Insights

• Trust in the lead programmer's decisions led to successful app development with minimal resources, showcasing effective project management.

Service Management Structure

• Overview of service management roles indicates a structured approach where administrators handle patient interactions directly rather than following strict scripts.

• Emphasis on resolving patient issues promptly reflects an understanding of high patient volume dynamics within healthcare settings.

This markdown file captures key insights from the transcript regarding communication strategies in healthcare settings, focusing on how technology can enhance patient experiences while addressing operational challenges.

Understanding Patient Care and Communication

Enhancing Patient Loyalty Through Active Problem Solving

• Patients express frustration when they feel their concerns are not being addressed. The speaker emphasizes the importance of actively engaging with patients to resolve issues, which significantly boosts their loyalty.

Handling Complex Medical Cases

• In cases where patients disagree with a diagnosis or have complex medical questions, these issues are escalated to the quality service team for further review by medical leaders.

Individualized Support for Cancer Patients

• A personalized approach is crucial for patients facing severe diagnoses. The organization provides support through its oncology services, guiding patients on necessary procedures like biopsies and imaging tests without additional charges.

Coordination with Healthcare Providers

• The speaker discusses how they assist in forming treatment plans and quotas for patients, ensuring that they receive comprehensive care without financial burden from insurance complications.

Continuous Patient Engagement

• Recognizing the emotional turmoil faced by cancer patients, the organization ensures ongoing support through chemotherapy specialists and dedicated teams that help navigate treatment options effectively.

Optimizing Call Center Operations

Monitoring Call Center Performance

• The speaker highlights the importance of tracking call center metrics such as response rates and key performance indicators (KPIs), which are essential for maintaining high-quality patient communication.

Team-Based Incentives

• Call center staff receive bonuses based on collective performance metrics like response time, fostering teamwork and accountability among employees during shifts.

Conversion Rates from Calls

• The effectiveness of call handling is evaluated based on conversion rates—only calls leading to appointment requests are counted towards success metrics, emphasizing quality over quantity in interactions.

Integration of Technology in Patient Management

CRM System Utilization

• The organization employs a separate service integrated with their telephony system rather than relying solely on CRM software for managing patient interactions and reports.

Treatment Planning Process

• Different levels of treatment plans are established based on patient needs—ranging from simple check-ups to more complex programs requiring coordination with healthcare providers.

The Rise of Offline Communication Channels

Increasing Demand for Messaging Services

• There is a notable increase in patient preference for offline communication methods such as WhatsApp and Telegram over traditional phone calls or online booking systems.

Confirmation Systems via Messaging Apps

• A multi-step confirmation process is implemented using messaging apps to ensure appointments are confirmed efficiently, reflecting an adaptation to patient preferences in communication styles.

Appointment Confirmation Strategies

Importance of Patient Communication

• The process for contacting patients involves calling them if they do not respond, followed by sending an SMS. This is crucial to ensure that appointments are confirmed.

• Currently, there is no application in place to manage appointment cancellations automatically; instead, calls are made or appointments are simply canceled without confirmation.

• There is a significant concern regarding unconfirmed appointments due to high demand for specialists, with some doctors having waiting lists of up to 100 patients.

Impact of Messaging on Appointment Confirmations

• A specific messaging strategy has been implemented that increased appointment confirmation rates from 30% to 70%.

• The effective message includes a clear deadline: "Please confirm your appointment by 18:00; otherwise, it may be canceled due to high demand." This urgency prompts better responses from patients.

• Initial greetings in messages often go unnoticed by patients, leading to the importance of placing critical information prominently within the communication.