Due to the medical reform, public clinics are now competing with private medical institutions in a certain sense. Previously, public clinics received funding directly from the budget, regardless of the number of patients. However, the new conditions require that financial revenues depend on specific people seeking services. Therefore, the issue of attracting patients is becoming a priority for public institutions, and marketing and quality of service play an important role in this regard.

In today’s world, the success of any service provider is highly dependent on their promotion on social media and the correct design of their website. Our agency’s detailed analysis of the websites of 535 public hospitals showed that a very small percentage of them have a properly designed website for high-quality communication with the public.

The analysis helps to identify how convenient a website is for a potential client, whether it is easy to use, and therefore whether a person will ultimately prefer this particular institution for treatment.

In 90% of cases, according to the study, public hospitals in 22 major cities of Ukraine do not have a properly designed website where it would be convenient to get acquainted with the services, which would allow a potential client to build trust in the services offered and the specialists who hold positions in public hospitals. By not using web resources to the fullest extent, many patients choose other hospitals, losing the opportunity to receive quality advice and treatment. It is becoming more and more difficult to attract new patients, because the transparency of work is not displayed, and therefore the institution automatically loses its competitiveness.

What we noticed:

  • The vast majority of medical institutions do not have a blog;
  • YouTube channels are mostly neglected as a type of promotion;
  • About 51% of facilities respond within 30 seconds. Surprisingly, some do not respond at all, resulting in the loss of a patient. The worst figure is in Uzhhorod, where only 20% of hospitals respond;
  • On average, 38% of public clinics provide telephone consultation. The highest figure is in Kyiv – 61%.

MIM:AGENCY has prepared a detailed marketing analysis of 535 hospitals’ websites, which reflects weaknesses in navigation and website structure. The assessment of the quality of the content available on the sites showed that it is really difficult for patients to interact with those hospitals that hide most of the important information. What kind of information a potential client takes into account when choosing a hospital is discussed in more detail in the full report.

The study is important for public hospitals for several reasons. The main thing to focus on:

  • Convenience for the consumer. It is unlikely that a patient will give preference to those public hospitals that post outdated content, irrelevant information, or do not have a website or social media page at all.
  • Attract the patient’s attention and build trust at the stage of transition to the website.
  • Competitiveness. Many public hospitals get lost in the information flow, despite the fact that they employ real experts with extensive experience. In order to attract attention and not be left behind in the market, you should not neglect the practical advice provided in the report.

Interesting statistics revealed during the study:

  • 61% of the surveyed clinics have their own website;
  • 180 clinics out of 535 have a Facebook page, 14 have an Instagram page;
  • 8 clinics out of 535 have a YouTube channel;
  • 51% of facilities respond within 30 seconds;
  • 38% of clinics provide professional advice by phone.

Download the full version of the report and get detailed analytics to see the critical points that can spoil the statistical indicators of a public hospital.

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