Competition between private clinics is growing. It is necessary to monitor the development of competitors and offer patients the best services and facilities. A well-built website, logical structure, harmonious design, and popularization of the clinic on social media can help attract more patients. A properly built marketing strategy will help you attract more patients and balance the level of promotion costs.

MIM:AGENCY conducted a detailed analysis of 30 private clinic websites to understand what mistakes certain institutions often make.

Here are some statistical facts:

  • Information about the clinic is not presented in full. A lot of important information is left out.
  • Incomplete information about doctors working in clinics. The majority of patients prefer those institutions that tell them who they can see.
  • Lack of trustworthy content. It is very important to publish the content that will help build a trusting relationship with the patient in absentia.
  • Small number of customer loyalty programs.
  • Only 20% of clinics have the “Personal Account” function, but only 16.67% allow you to register it before the appointment.
  • Most clinics are impossible to contact the first time.

All these factors can negatively affect a potential patient when searching for and choosing a clinic for further treatment. The percentage of media promotion is very small – only 10% of utilization. The study also showed that not all clinics use social media promotion. More statistical facts can be found in the full version of the study.

Particular attention should be paid to building trusting relationships with consumers through the use of web resources and quality service. This lack of client-oriented content shows that clinics hardly use or underutilize content that could help gain trust, show their relevance in the market, and emphasize the expertise of a particular medical facility.

What critical points did the study reveal in the service?

  • Some clinics are difficult to call the first time, you have to wait on the line;
  • Not all clinics announce the cost of an appointment during the call;
  • No one tells about promotions and discounts;
  • 60% have non-medical information. Those who could not answer the question at first asked to wait and clarified the information.

It’s worth remembering that clients are more likely to choose the clinic that offers the best service and demonstrates its expertise before they come in. Many unpleasant situations can be avoided if you develop a proper marketing strategy.

What is meant by client-oriented content? First of all, it means informative articles about diseases and symptoms, because they are what people rely on when searching for information. In such articles, you can emphasize what equipment the clinic is equipped with, what diagnostic and treatment methods the institution can offer to its patient, thereby emphasizing your own expertise.

What critical points were identified during the study of clinics:

  • 33% do not blog or use expert content;
  • 20% do not indicate the reception hours;
  • 87% do not offer loyalty programs;
  • 87% do not use online chat on the website;
  • 23% do not use reviews on websites;
  • 40% do not show documents and licenses.

All of these factors can contribute to a negative first impression from a potential patient. For a medical institution, having a website with a logical and intuitive design is extremely important. This is an indicator that the clinic will take care of its patients.

The full version of the study provides more information on how to optimize website performance and what sections of websites should be paid more attention to.

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