Hidden growth points for medical clinics

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Content
Calls ahead
Not everyone gets the same call
Conversion to calls
Not everyone can get through
Attention to mobile
Conclusion: you can't do without experiments
Clinics understand the importance of online marketing and actively invest in sources of attracting visitors to the site. CoMagic analyzed customer actions on 300 medical clinic sites and identified 5 interesting trends. The study shows which channels and devices customers preferred to communicate through in 2017 and how effectively clinics worked out these communications.

Calls ahead

The share of calls in the medical segment in 2017 was 94.47%. This is 0.62% less than in 2016. At the same time, the share of callbacks has grown. Callback brought 2.65% of requests to the medical telegram free number segment in 2017. In any case, clients prefer live communication to requests and chats. This is explained by the fact that when visiting a clinic for the first time, patients often need additional information: they either cannot decide on a specialist, or they need to know the cost of services, the doctor's appointment time, and so on.

Not everyone gets the same call

Despite the fact that a call is a priority channel of communication with a client for the medical industry, only 15.44% of sites receive more than 40 calls per day, 17.76% receive from 10 to 40 calls, and 66.80% of sites are satisfied with a maximum of 10 calls. This suggests that visitors leave the clinic's site without making a call. They may not find the necessary information, contacts, cost or list of services, or get confused in an overly complex structure. It is obvious that more than half of the sites need to improve usability.

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Conversion to calls
Over the past year, the conversion from visits to calls has grown from 3.56% to 4.42%. This indicates that clinics are paying more and more attention to marketing and the quality of communication with the client, and are also working on conversion optimization.


Not everyone can get through

The bad news is that clinics are losing calls. The share of lost calls has increased from 5.54% to 8.27%. This means that clinics should pay attention, firstly, to the quality of telephone communication and the capabilities of the PBX. Check the correctness of the scenario settings: perhaps clients leave because of a long voice greeting or incorrectly configured call forwarding. Secondly, the problem may arise due to the unprofessional work of call center employees, who simply may not pick up the phone on time, or there are not enough of them to handle the entire volume of incoming calls.

Attention to mobile

The medical segment is one of the most “mobile”. 44.4% of users visit websites from a mobile device, and 55.95% from a desktop. The conversion from a visit to a call on mobile devices is 1.07%, and on desktops - 1.76%. This means that clinics should pay close attention to mobile versions of websites and work on their usability.

Conclusion: you can't do without experiments
So, you can increase the number of leads by using additional communication channels on the site. It should be said that you can’t do without experiments here - which widget is better to use can only be understood by studying the analytics data and experimenting with the widget types and settings.

Analyzing lost calls and reducing their number can bring in additional requests. But it is useless to work on calls if the user leaves the site. Analysis of content, usability and technical condition of the site will help to identify weaknesses. 66.8% of clinics receive a minimum number of calls from the site, which means they have something to work on.

Based on materials from Cossa .