What to remember when working with the database and service
Return the current client or look for a new one? Most medical companies most often choose the second option, and only a few know how to build trusting relationships with patients and monitor the quality of service. Meanwhile, such a strategy immediately distinguishes the clinic from competitors and allows you to increase sales without constantly searching for primary patients.
What to do with a client base to make the most of its resources and why the level of service is so important for medical institutions – we will tell you in this article.
What has changed?
Medical clinics are traditionally more interested special database in primary patients. The entire marketing department works to attract them, and advertising budgets are directed to performance tools (contextual and targeted advertising) and SEO promotion. But after Google Ads, Instagram and Facebook were blocked (the Meta company (Facebook and Instagram products) was recognized as an extremist organization in the Russian Federation), it became more difficult for brands to attract new clients.
And while some continue to fight for leads
Others are thinking about how to “get” clients from the database. However, medical center marketers often lack experience in working with the existing client base, because CRM marketing, as a separate area, was not used, and this is a voluminous job that requires additional specialists, time and budget.
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In order to effectively interact with a patient, it is important to know as much about them as possible. But information about clients must not only be collected, but also processed correctly. When starting to work with the database, the first step is to segment clients as accurately as possible.
Lola Medvedeva, head of medical marketing at the agency “Precisely”, suggests dividing clients into certain categories:
Head of Medical Marketing at the agency “Precisely.”
“It is important to segment the database examples of distilled beverages correctly and set the status and comments. This is done by the sales department or the call center. Another employee who processes incoming requests and adds them to the CRM system . You can’t do without it here, it has the necessary functionality for segmenting the database. The statuses can be different. For example, for one user it is “expensive”, for another – “not interested yet”, “rejection” or “interested”. It is very important to note how much money the client of the clinic spent. Accordingly, in this way it will be possible to segment into those. Who bring in more money and those who bring in less.”
You can also distribute patients by frequency of visits to the clinic.
Diagnosis, procedure performed, attending agb directory physician, time of last visit, sales funnel status, reason for refusal, and method of communication. This will allow you to create the most effective targeted messages to the client in order to return them to the clinic. The more you know about your client, the easier it will be to make them a relevant offer. For example, to undergo an examination or attend a consultation.
After identifying different groups of clients, it is necessary to prepare an interaction scenario for each one – to write down how to communicate and what offers to make to patients from different groups – and also to select communication channels (messaging or e-mail, SMS messages, calls from a call center operator).
