Features of medicine as a service sector

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The marketing strategy of a medical institution works depending on its specifics. True, in 2024, it is profitable for an entrepreneur to combine several areas in his clinic that bring the greatest profit (say, dentistry, gynecology and urology).

This circumstance complicates the marketing scheme of medical clinics and increases the costs of an advertising campaign to attract patients.

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When developing a marketing system and yahoo email list advertising campaign for this clinic, you need to pay attention to three main nuances:

patients come to this clinic only when there is a serious need;

the most “promoted” clinic will not attract the attention of a person if he does not have health problems;

Patient demand for these medical services in clinics run by qualified doctors depends little on price fluctuations.

It is important to understand that the quality of services provided and the work of specialists in the clinic are at the forefront. Quality is always the basis that patients value. No advertising campaign on the site will help you achieve success if the qualifications of doctors do not meet certain standards.


How does advertising work in attracting clients to a medical center

Of course, a competent marketer can work to attract patients to the website of a network of clinics using advertising, but they can only be retained through high-quality medical care.

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The 4P concept and its role in promoting medical services
Developing your own medical clinic and its development is a complex process. But thanks to modern marketing research, concepts have emerged that help structure the development of the clinic. The main parameters of the 4P marketing model:

Place

It is not a fact that a clinic located in the city center will work effectively and prosper. This fact makes the choice of location of the medical center and a beautiful address not a priority. If the clinic company employs highly qualified doctors, its fame will quickly spread among clients.

In principle, it is not so important for patients where exactly the clinic is located - the main thing is a quick appointment with a specialist, about whom there are a lot of positive reviews on the site. This also applies to medical centers in the regions.

It is good if your institution is recommended to patients by doctors from other clinics. Thus, a dentist can give his patient information about an ENT clinic, because there is a connection between teeth and ENT organs.

By sending such a patient to your doctors, the dentist does not lose anything, while your clinic gets a new client. In this way, partners can help your medical center gain popularity.

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Price

The peculiarity of the interaction between medical institutions and the target audience of the clinic is that the patient cannot confidently determine the level of quality of services in this clinic, because he does not have a medical diploma.

Hence the conclusions:

Lowering the prices of advertising services will not help to lure patients to the clinic. In order for a person to agree to medical manipulations, he must be confident in the result. If the prices for the doctor's services indicated on the site are significantly lower than the market average, this will most likely push away potential patients.

Too high a price level will also have a negative impact on the clinic's work. A high price level makes your clinic unpreferable for the audience with low and middle incomes, and this is about 80% of the population. It is unlikely that a patient will be inspired by the prospect of paying much more just because they are promised a "fundamentally new approach to treatment". It does not work that way!

So, when determining the cost of services of this clinic, it is advisable to rely on average market prices. Then patients will not have suspicions and questions about the work of the clinic staff in the field of medicine. It should also be envisaged that repeated visits to the clinic by the patient should bring him benefit and attract.

Product

To encourage a client to use the services of a given medical center, clinic, it is necessary to provide the patient with a plan of therapeutic measures. It is clear that such a plan can be developed only after a doctor's examination. Therefore, many clinic companies implement unified programs of systemic service in one clinic. But it should be remembered that the creation of such a process of organizing products is not a guarantee of the prosperity of the clinic company.

This is just an additional way to interest patients in the clinic. However, new formats of procedures and examinations may interest clients. The introduction of innovative technologies can serve as material for the content of advertising campaigns.

Promotion

This factor is considered key for the company clinic. Many managers wonder what to write on their website to increase conversion.

The concept of "promotion" includes many aspects: the name of the clinic, advertising materials, events aimed at the audience, aimed at creating a positive image and a recognizable brand for the future patient, identifying points of demand actualization, creating your own website, publishing real positive patient reviews and interesting articles about medicine on the Internet.

Expert opinions on this matter are unanimous - competent promotion of the clinic and advertising, like no other measures, will help to interest the target audience of the clinic and ensure an influx of patients into the database.