Post by account_disabled on Jan 25, 2024 0:12:42 GMT -5
Patients no longer stand in queues; they search for the right specialists and a suitable clinic by typing a query into Google. 74% of online visits in this niche come from SEO and 11% from paid traffic tools. But having an online presence is not enough. You need to use promotion tools and analyze the results. Using the example of a clinic, let’s look at how to set up correct accounting and recording of all requests, as well as build analytics for marketing. Reading time: 9 minutes Input data Problems and challenges Clinic client journey Task No. 1. Automatic accounting and recording of telephone calls, control of the load of branches with leads. Task No. 2. Determining advertising sources of telephone calls, monitoring marketing effectiveness. Task No. 3.
Correct analysis Fax Lists of the effectiveness of contextual advertising. Task No. 4. Correct analysis of SEO effectiveness. Input data The client is a multidisciplinary clinic. It has more than 13 branches of different profiles: from general family to specialized. For example, cardiology, pediatrics, surgery. The online marketing agency Convert is involved in comprehensive promotion of the clinic . The marketing strategy includes the following channels and tools: SEO; contextual advertising; outdoor advertising; videos on TV. Appointments are most often made by telephone. It’s more familiar and comfortable for patients, they can ask questions and get the information they need. Patients can also make an appointment using the online form on the website, or by requesting a call back .
Ringostat call back form But there is a nuance to recording calls in the medical niche. The same client can call the clinic several times to clarify, ask again, reschedule an appointment, etc. And this leads to duplicates, confusion in CRM and affects the purity of analytics data. Let's look at how this clinic overcame these difficulties. Problems and challenges The clinic’s marketing activities bring in a sufficient number of leads to fully load all departments. The agency is working more actively in higher priority areas. For example, in the next quarter the clinic is launching a new direction in cardiac surgery. The goal is to focus on advertising campaigns that will bring this service to market. Clinic client journey The future patient understands that medical care or specialist consultation is needed. For example, there are health problems, you need an examination, etc.
Correct analysis Fax Lists of the effectiveness of contextual advertising. Task No. 4. Correct analysis of SEO effectiveness. Input data The client is a multidisciplinary clinic. It has more than 13 branches of different profiles: from general family to specialized. For example, cardiology, pediatrics, surgery. The online marketing agency Convert is involved in comprehensive promotion of the clinic . The marketing strategy includes the following channels and tools: SEO; contextual advertising; outdoor advertising; videos on TV. Appointments are most often made by telephone. It’s more familiar and comfortable for patients, they can ask questions and get the information they need. Patients can also make an appointment using the online form on the website, or by requesting a call back .
Ringostat call back form But there is a nuance to recording calls in the medical niche. The same client can call the clinic several times to clarify, ask again, reschedule an appointment, etc. And this leads to duplicates, confusion in CRM and affects the purity of analytics data. Let's look at how this clinic overcame these difficulties. Problems and challenges The clinic’s marketing activities bring in a sufficient number of leads to fully load all departments. The agency is working more actively in higher priority areas. For example, in the next quarter the clinic is launching a new direction in cardiac surgery. The goal is to focus on advertising campaigns that will bring this service to market. Clinic client journey The future patient understands that medical care or specialist consultation is needed. For example, there are health problems, you need an examination, etc.