Show certificates, licenses. It is unlikely that the user will read them carefully, but the very fact of having such documents on the site inspires confidence in the potential patient. This significantly increases the chances of successful promotion of the clinic.
Describe the technologies you use to treat certain diseases. If your approach is innovative, be sure to highlight this.
If you use the same technology as 95% of doctors, no problem. If you can't beat your competitors in technical perfection, beat them in the ability to describe the methods you use. In the competition for user trust, clinics that can describe their work in human, understandable language often win.
We recommend diluting the advertising text using the following methods of conveying information:
infographics;
short explanatory videos;
step-by-step work schemes.
Example of a video to dilute the text
When promoting the plastic surgery clinic "Doctor Ross", videos were prepared that clearly described the process of providing services to the patient.
Make a confidential dialogue with the user an immutable rule, and there will be queues to see your doctors!
Pay special attention to “sterile and calming design”.
Use sans-serif fonts. They look very neat, do not "look dirty" even on the smallest displays. This creates the impression of cleanliness, sterility, which is objectively necessary for promoting medical services, even online.
Use the colors traditional for this area:
white — the same purity and sterility;
blue — trust and reliability;
pink — lightness and good nature, optimistic mood;
green — calm, peace, naturalness.
Example of using colors and fonts
Logo we developed for a company that repairs medical equipment .
As you can see, we ourselves adhere to these principles.
Another example from branding practice
Logo we created for a distributor of dental equipment .
Of course, this is not an axiom, but a general whatsapp number russia outline. Instead of the same white, you can use shades of cream, ivory, etc.
Methods of promoting medical services
In general, the same advertising channels are used:
contextual advertising;
seo promotion;
targeted advertising;
SMM — promotion in social networks.
At the same time, online reputation management plays an important role. Potential patients are very active in reading reviews and are more likely to believe the negative than the positive.
Let's go over each advertising channel separately:
When promoting a clinic, i.e. its website in search engines, it is very important to properly organize work with copywriters. You cannot trust writing texts about health to random people from the exchange without checking them by people with medical education. The pursuit of a large number of SEO-optimized texts without sufficient control over their quality is more dangerous here than anywhere else. This is fraught with not only reputational risks, but also litigation - after all, someone can seriously suffer because they follow incompetent advice in a blog.
Contextual advertising
Yandex and Google have a wary attitude towards medical and pharmaceutical products.
Google does not allow retargeting when promoting medical services. However, you can advertise on search and the contextual display network (KMC).
Yandex divides advertising topics into "acceptable" and "sensitive". Services that Yandex classifies as acceptable can still be promoted using retargeting. You can check what type your offer belongs to by following this link.
Targeted advertising and SMM
Working with social networks allows you to increase user trust, be closer to them - and in this niche it is especially important. Here, however, it is very important to accurately hit the target audience.
Study the case of promoting a plastic surgery clinic in VKontakte publics — the service of body correction after childbirth was advertised. The advertisements were shown to the target audience in groups of young mothers and achieved their goal — we received more than 50 requests. Considering the cost of the advertised operation, exceeding 150,000 rubles, the advertisement paid for itself many times over! Therefore, we advise you not to discount this advertising channel.