How do we promote medical service?

Promoting a medical service has never been easy due to strict legislation and many restrictions. All companies had to adapt to the main promotion tools ‘ abolition urgently. Blocked Instagram and Facebook, you can no longer run contextual advertising on Google, publish reviews on Google Maps, etc. The market is under stress, but no one has canceled the competition. We will tell you what tools to use to promote the medical business.

Mandatory legal requirements for medical service

The main Law that a medical marketer or manager needs to know is “On Advertising.” A medical institution may receive a fine of up to 500 thousand rubles for violating its requirements. What is prohibited in the advertising of medical facilities and drugs:

Broadcast advertisements to minors and contact them.
Tell about cases of recovery and improvement.
Use testimonials from grateful patients in advertising.
To use as advantage information about the conducted studies, which are mandatory for state registration of methods of treatment or drugs.
Assume the diseases of the audience targeted by the ad.
Convince those healthy people to need a particular drug.
Guarantee cure and no side effects.
Promote abortion.

Advertising of medical service must have a disclaimer with information about contraindications and the need to consult a doctor.

Search engine promotion (SEO)

Search promotion doesn’t give you the quick results paid advertising does, but it works great in the long run. With high-quality optimization of the site, it ends up at the top for a long time and brings targeted patients without any financial investment.

During the pandemic, people searched the Internet more often for doctors and a medical marketing agency and read about diseases or instructions for medicines. People write their questions to Yandex or Google, and, as a result, they choose from the most useful sites in the search results.
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Search engine algorithms determine compliance with the entered query. To maintain the accuracy of the issuance, the algorithms for evaluating and ranking sites are constantly updated.

For the promotion of medical sites, it is important:

Expert content. Ensure that your clinic website contains only useful, verified texts without SEO canvases. The medical field is one of the few people who read texts.
The site’s structure is clear and predictable so that the patient can quickly find services, doctors, contacts, and how to make an appointment. It is important that the clinic website has pages for all services (for all items in the price list) and not just in the form of a list and a short description.

On each page of the medical service, there should be information about the doctors who provide it.

Also, the medical website design needs to have a section with Reviews. Numerous studies show that when choosing a medical center, people pay attention to reviews and do not mind sharing their impressions about interacting with medical centers.

Clinic site usability

Usability is the convenience and clarity of the site for the user. The site needs to be made and finalized so that it is not like you or your manager but is simple and understandable enough for a quick appointment.

If you have an SEO specialist, part of their work will be about improving usability. But the participation of a marketer in work on usability is also mandatory. What is important to pay attention to:

Website header with clickable logo, clear positioning, menu, and clickable number (or feedback form). It’s good if the site header is fixed when scrolling and always remains in the patient’s field of vision so that he can call you at any time, order a callback or make an appointment.
Menu with all the medical services of the clinic. Each service page should have a detailed description, easy navigation, information about doctors, and the ability to sign up conveniently.
Section with contacts: clickable numbers, address, directions. If necessary: with photos of what the entrance to the clinic looks like.
Promotional offers, according to which a patient can sign up, for example, for some scheduled examination, which is now being carried out at your place at a favorable cost.
All content is visible, and there are no annoying ads, pop-ups, or windows. The design is designed in the same style.
The download time of the main content from PC and mobile devices should not exceed 3 seconds. A mobile version of the site is required.

Placement on aggregator sites and map services

Placement of the clinic on popular aggregators of medical centers allows:

Save on search promotion (if the aggregator positions are at the top for the required queries).
Increase the number of primary patients.
Don’t waste time and money refining your site; focus on other priority tasks.

Contextual advertising

Clinics often face the problem of patient accessibility. This figure will never be 100%, but there are ways to influence it. For example, you can run contextual advertising in Yandex for the target audience in the desired area. Detailed targeting allows you to cover specific streets and pay only for potential paying patients, who will also be very convenient to get to you. This way, the discontinuation risk can be reduced, and accessibility can be improved.

Targeted advertising

It’s time to return to VK and check your audience’s activity. To run advertising on VK, you need a copy of a medical license. The disclaimer is automatically added to all ads and creatives.

Targeting in VK is convenient for the ability to parse audiences from the target groups of competitors, clinics, popular communities of the desired subject and popular “star” doctors, etc.

Test tools and never stop marketing. Strengthen it and be faster than your competitors.