"Our Clinic": How We Restructured Marketing During Quarantine

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Content
How we rebuilt our approach to SMM
What services have been moved online
What will we bet on after the quarantine is lifted?
An urgently rewritten content plan, online consultations, an emphasis on social networks and deferred demand. I tell you how a medical clinic can work remotely and what to do with doctors and marketers during self-isolation.

"Svoya Klinika" performs operations and telegram australia procedures only within the framework of aesthetic medicine. Clients come to us for beauty, and not for therapeutic purposes. Therefore, there are no large crowds of people on our territory at one time, and, as befits a medical institution, we strictly monitor compliance with sanitary standards.

However, we, like all other private clinics, were asked to close and not work until the end of April. Today, we only accept patients who need bandages after plastic surgery. Everything else is prohibited. Cosmetologists, nurses, administrators and some doctors had to be sent on forced leave. Only the call center works remotely.


Before the introduction of the heightened alert situation, the outflow of clients was minimal. We took additional security measures and talked about it on our social networks. But when we were informed about the need to suspend operations, it was time to think about what to do next. The number of calls to the clinic fell by almost 70%.


In a situation where advertising is pointless to attract customers, there is a temptation to "freeze" all marketing activities. But we decided otherwise.

It’s better not to give up marketing, but to change the vector and optimize costs.

Here are the decisions we came to:

We are putting contextual advertising on pause. It works with ready demand and quick sales. They are impossible now.
We invest in SEO. It gives a slow but long-term effect. Another advantage of this approach is that we have found something to temporarily occupy doctors with. They write articles for the site, the materials are expert. All that remains is to give the texts to SEO specialists for revision.
We are betting on SMM. During the isolation period, users began to spend more time on social networks. Why not use this opportunity to generate deferred demand: create an information field around the brand, attract future loyal customers and keep in touch with current ones.
We diversify our services and bring some of them online. For example, we organize the delivery of professional cosmetics from our clinic and provide consultations online.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.

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How we rebuilt our approach to SMM
The biggest changes affected Social Media Marketing. In the new conditions, the previously developed content plan became irrelevant. Selling posts and information about promotions are useless. The medical marketing agency Svipe helped us with the new strategy .