The main challenges in the private medical services market

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Clinic MEDICOMhas been operating in the Ukrainian market for over 30 years. The team brings together leading doctors and experts in various medical fields. About 300 thousand patients visit the clinic annually. In addition to high offline service and quality service, MEDICOM works to attract online users and develops affordable offers for all categories of the population, in particular, for patients from abroad.

In an interview with Liliya italy cell phone number list Chuyas, SMO MEDIKOM, we talked about changes in the national consciousness of Ukrainians regarding their own health and the transformation of the emotional state from aggression to exactingness. Liliya shared effective advice on how to calculate the effectiveness of advertising campaigns in medicine and work through negative complaints. Read all the details in the new interview with Webpromo.

Webpromo interview
Liliya Chuyas, SMO MEDIKOM



What global changes in the behavior of Ukrainians do you observe? How have patients' requests changed since the start of the full-scale war?

The national consciousness of Ukrainians has changed. For example, in plastic surgery, patients are guided mainly by emotions and make decisions based on the principle of "we live once" or "when if not now". Stress activates all chronic diseases, so the patient decides sooner. Recently, I analyzed the period during which a patient makes a decision and made interesting conclusions. In the first half of 2024, this period of time was from two to four months. Since August of this year - a month. Now the clinic is working in intensive mode.

In general, patients put off going to the doctor. They usually go to the clinic when the issue is already acute. But there is a transformation of the emotional state from aggression to demandingness. During a war, everyone is under emotional stress. In the service, the patient is ready to meet halfway, but sometimes demands more. When the power outages began, businesses tried to quickly buy generators to ensure maximum comfort. Currently, the client demands an even faster response because he is paying money. This applies not only to patients who remained in the country. The same can be said about patients who came from abroad.

How do the requests of Ukrainians who come from abroad differ? How do they evaluate domestic medicine, having the opportunity to compare?

People who have left say that Ukrainian doctors are the best. The level of surgeons and specialists in Ukraine is much higher. Our doctors are more mobile and adapt to any conditions. Ukrainian plastic surgeons are constantly learning, mostly remotely, because there is no opportunity to leave.

Webpromo interview

Patients who come from abroad must do everything in the shortest possible time. I can roughly divide them into two categories. Some plan surgeries a year or six months in advance. They clearly know that they have, for example, a week in Ukraine to do everything necessary, including all medical examinations, undergo check-ups or undergo planned surgery. They carefully plan the schedule and almost never cancel or reschedule surgeries or consultations. Another category of patients requires special treatment, for example, leaving a window with the doctor, moving consultations for their visit, because they are leaving Europe. In my opinion, this is wrong and unfair to other patients. In addition, such behavior is never converted into gratitude to the doctor.

What are the criteria for choosing a private institution today?

The clinic brand remains important, but now by default.

Nowadays, people choose a clinic not only by certain characteristics (how many are on the medical market, reviews). They pay special attention to the doctor - they go to the website, social network pages and study his profile: what he says, how he communicates with the audience, etc. Therefore, social networks for a doctor are also a kind of hook for attracting patients. Through social networks, the patient gets to know the doctor in absentia, gets used to him, studies his personality. Firstly, the patient evaluates the doctor as a professional, secondly, as a person. The patient comes with full information about the doctor, who he is, what kind of patients he has, what reviews. This is more about a conscious choice.

medic in webpromo interview

What challenges are currently facing the private medical institutions market? What solutions or ways out of the situation do you see?

Unfortunately, even during the war, many clinics did not abandon the “black” accounting in medicine, especially in government institutions.

In a global sense, it is important to preserve your business on the market, doctors working in the private sector. The medical business pays taxes, provides jobs, donates funds to charity and the armed forces. These are also actions that should be by default. Since the beginning of the full-scale war, MEDIKOM has been constantly helping. Every 2-3 months we publish and communicate what we have done or purchased, who we have helped. This is a conscious position of the owners, the CEO and the team. In addition, we help colleagues with internal forces if the need arises. This is also about the great "soul" that should now be in private business, the medical niche in particular.

The medical business suffers from the point of view of the professional caste, because many doctors are mobilized to the front or independently decide to join the Armed Forces of Ukraine and go to save lives at the front.

Much depends on the "head" who heads the business. I came to work at MEDICOM as a system clinic with a super adequate microclimate - a positive atmosphere, where the CEO keeps everyone emotionally, supports each employee in any situation. You need to have this emotional resource in yourself to transmit it to the team, because people are the main thing. Unfortunately, Ukrainians will continue to leave, they will globally change their place of residence, if the war does not end.

I also always support my team. When there is massive shelling, I write to my colleagues in the general chat, ask if everything is okay or everyone is safe, how they feel. I allow them not to work on this day if they are in a difficult emotional state. Perhaps this is wrong from a management point of view, but this is about humanity first of all. We even introduced a rule: in the general chat, everyone puts a smiley face in the morning - a reflection of their mood today. I then understand the mood and attitude to work of each, so I balance between the tasks that I set for the team.

Read also : How the largest IT project in Ukrainian retail restarted during the war? All about the resumption of work Zakaz.ua


Marketing and analytics of medical services MEDICOM
What promotion strategy did MEDIKOM choose?

We not only talk about the clinic brand, but also develop personal brands of doctors through their professionalism, especially top areas that are beneficial to business. We maintain doctors' profiles in social networks with an internal team. As I noted above, the doctor's personality is most important for the patient. There is a trend in the medical market now, when the clinic brand becomes equal to the doctor's personal brand, and sometimes even moves into the background. Therefore, the doctor should develop a personal brand through systemic communication in social networks/communication with the audience through live cases, in which he reveals himself as a specialist and as a person. People go to people.

Interview with a physician

We also form a sample of patients and analyze their conclusions. We teach patients to be conscious in terms of preventive medicine, when it is possible to prevent deterioration of the condition. To do this, we analyze the conclusion, recommendations from doctors. We focus on patients who undergo a preventive check-up annually.

If a patient is recommended to consult a gynecologist, we send out an internal mailing with a special offer. We are currently optimizing pricing and offering different offers that are available to any category of clients. For example, a patient cannot afford to spend UAH 22,000 on a gynecological checkup right away, but can spend UAH 3,000-4,000. This is a different perception of the price. For this cost, he gets, firstly, a professional doctor, and secondly, high-quality service and maintenance. This is a comprehensive service for an affordable price.

That's why we're looking at package offers that we can make available to our patients. This is about increasing loyalty and care, because the patient forgets about himself. After launching several such offers, the number of conversions increased. Let's not forget that, first of all, marketing is about numbers and money, and only then ideas.

What should advertising of medical services be like? What is considered appropriate?

Advertising should be in the context of the situation in Ukraine, about life during the war. It is important to rely on the needs of patients, national emotion.

We launched an advertisement about oncology during a full-scale war. Before that, together with the owners, we analyzed a lot, thought about whether it was timely. But we still decided and launched it. Then I thought a lot about what idea to come up with, what the slogan should be so that this direction would correspond to the general positioning of the clinic. We came up with a slogan for the entire direction: “hold life tighter”. We also added the symbol of life, the ankh ( editor’s note: a symbol known as the Egyptian cross. A T-shaped figure topped with a ring ) and adapted it — each oncological direction in MEDIKOM is designated by a certain color, and, accordingly, is united by the ankh — life.

If we are talking about launching a new medical direction in our clinic, we never use one or two advertising channels at the launch. If we enter the market, we launch the entire complex of advertising channels.

What KPIs determine the effectiveness of advertising campaigns in the medical services niche?

In medical marketing in Ukraine today there is no ideal CRM system that would cover all needs. End-to-end analytics is difficult in medicine because there are two main problems: the problem of attribution - the patient takes a long time to make a decision, analyzes many factors before coming for a consultation, not to mention making a decision on surgical intervention, and inconsistently due to the multi-channel nature of advertising campaigns, if compared with other areas. And the second problem is integration along with the protection of personal data. There is also a difficulty in distributing conversions, because advertising channels change even with the same advertising message. Therefore, cohort analysis should be included.

When I first came to MEDIKOM, we changed the format of work in reporting - we developed end-to-end in-depth analytics, which is sufficient for making further strategic decisions. It took about a year to complete all the changes and implementations.

We count everything that can be counted. Now there is analytics that shows how many primary patients came, from which advertising campaign. Then we make a breakdown for each advertising campaign, calculate standard marketing indicators CPC, CPA, CTR, LTV, ROI, ROMI, and definitely NPS - but this is not directly related to marketing, but also to service.

Our end-to-end analytics is built not only on the fact that we can calculate digital indicators, but also financial ones - so we know how much money each advertising campaign brought, how many patients it brought, we can evaluate the effectiveness of each channel, income from a patient. We even see what kind of "advertising patient" and after what period of time decided to have surgery at MEDICOM.

Webpromo interview

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