Sanatorium - Article - Irina Khomutova - Moscow-14

3 critical mistakes of the sanatorium when promoting

How often do you wonder if your investment in marketing will pay off? Ask yourself, are you going the wrong way and wasting valuable resources on the wrong things? Over and over again, we are faced with three main mistakes of sanatoriums, coming to a variety of objects. These are the mistakes that you should pay attention to by answering the question - are you doing the same thing.

It is important to understand that 46% of the audience remember their negative experience within 2 years, which is 2,1 times more compared to the audience that remembers their positive customer experience for the same period of time. In this regard, we must understand exactly what the values ​​and expectations of our potential audience are in order to fully comply with them after the provision of our services, since reputational risks are very high.

So, the most common mistake that directly affects all marketing decisions is the lack of understanding of the portrait of the target audience, which can completely disorientate the business. The key question for any marketer is who our customers are, how they interact with us and how satisfied they are with our product and service.

The answers to these questions are given by the analysis of the archetypal models of our customers, the so-called avatars, and the development of a customer journey map, which helps to understand where the loss of customers, loyalty, the decrease in the average check, and the lack of repeat sales occur. CJM is a customer experience map, a communication building technology based on an analysis of customer needs and identifying all points of contact to improve interaction mechanisms. For specific CJM points and understanding customer avatars, we recommend using empathic mapping, a concept included in design thinking. Empathy maps define what our client sees, hears, thinks, does, feels and says in a particular scenario. After the experience of the client is literally "seen by his eyes", it is easier to formulate the pain and motives that he may experience, to understand what prompt service and quality service are for him, what are his expectations and how we can satisfy them.

When we work “with everyone”, this complicates the result very much. In order to achieve the desired result with minimal costs and time losses, we always first conduct a comprehensive analysis and only after that, based on the data obtained, we develop a business strategy or make adjustments to it. It may seem to you that this approach is not about you and is applicable only to large businesses with their great ambitions and opportunities. Not really. We use this approach on all projects, especially when we work in conditions of crisis changes in the market, because there are no resources, no time for experiments, and even more so, mistakes.

Analyze your client profile. What do you know about him? If your description of the guest avatar is limited to 3-4 general characteristics, such as: age, gender, social status, income level, then such a simplified understanding does not bring you closer to the goal. You are missing out on a lot and not in control of the situation. We need to know everything about him: what he wants, what values ​​he has, barriers, which channels he trusts today, who are his influencers, what perimeter he is in, whether he suffers from iatrophobia, how he relates to preventive medicine, whether he has chronic diseases, he will also use your service himself or he is only a payer, that for him a sanatorium is an object with good infrastructure by the sea or a doctor, to whom he will come specially on the recommendations, and if a sanatorium for him is only an object with good infrastructure, what is “good infrastructure” for him and more than 50 other key parameters that determine his consumer behavior in relation to your product. But very often important features of our potential guests are left without attention. Or it may turn out that your chic children's infrastructure will become one of the sales drivers for a certain target audience.

Understanding your drivers and your perimeter is half the success in communicating with a potential audience. A clearly defined perimeter greatly facilitates the search for your guests in the vastness of our vast country. What is a perimeter? In any territory it is very important to determine the zone of its influence. The more accurately you define your perimeter, the more effective your communication will be. One of the ways to determine your perimeter is your specialization, which is aimed at treating a certain group of diseases. We have drawn a so-called disease map for ourselves on the territory of the Russian Federation. Each region is distinguished by its group of diseases that can be effectively prevented by your sanatorium. If you work, for example, with cardiovascular diseases, prevent neoplasms, then you can target a certain perimeter, covering the regions of the Russian Federation that suffer from the corresponding diseases due to environmental characteristics and other local factors. This approach helps to build effective communications with those who are already morally prepared to deal with this issue in view of the information field appropriate in the region.

We managed to eliminate a huge number of problems thanks to the development of the right avatars, on the basis of which all further actions of the sanatorium were adjusted, from marketing communications to services and the quality of the entire range of services.

The second common mistake is the lack of analytics, inflating advertising budgets in an environment where no one knows exactly with whom and how the advertising channels involved worked. Under such conditions of uncertainty, endlessly inflated advertising budgets will not help. The lack of analytics leads to the fact that sanatoriums become hostages of unmanaged advertising budgets. When we talk about a new project, the topic of return on marketing investment is usually discussed. We often ask how spas rate them, and more often than not, the answer comes down to something along the lines of "we don't actually measure anything." I have come to the conclusion that most companies do not measure the profitability of their marketing for two reasons - they do not have the conditions for this, or they do not know how to do it. The work is mainly evaluated by activity, and not by results, in connection with which the sanatorium can go in the wrong direction for quite a long time.

  • 70% of companies in Russia adhere to traditional marketing, in which reporting is based only on the indicators of completed activities. Marketing budgets are blind spending.
  • 12% of companies are lead generation. The main goal is to attract customers. Marketing metrics - generated activity.
  • 12% of companies - demand formation. Key metrics - MQL.
  • 6% of companies - income from marketing. Marketing can show its past performance and predict the future.

Where to start to manage the effectiveness of your marketing. The first steps to measure marketing ROI are to get the following metrics:

  • The average number of visitors to the resources you promote per month.
  • The average number of leads per month that you receive from the resources you promote.
  • Percentage of verified customers. What percentage of leads moved to the booking category.
  • Percentage of completed transactions. What percentage of potential customers moved from the booking category to the category of guests who received the services of the resort.
  • Average check per guest depending on the season.
  • Depth of sales and dynamics of its increase.
  • Percentage of repeat guests.
  • Customer lifetime value. What is the average life expectancy of a client for your resort.

Of course, it is practically impossible to manage the effectiveness of marketing, constantly monitoring changes, in manual mode. Digitalization is the most important stage in the development of the sanatorium in the new conditions, which means the transition to new business process models based on continuous information management, including automated data collection, processing, analysis, personalized online communications with customers ensure the company's competitiveness. And the third mistake is the priority for a new guest. It is much more expensive, it has a wide choice, unlike your regular guest, who is already loyal to you and has already made a choice in favor of your sanatorium, preferring it to all others. Think about how closely you look at it, how interesting it is to you, or whether your entire marketing trajectory is focused on some external market in search of the unmet needs of new guests.

Ask yourself the question, how many guests have visited you for the entire period of operation of your sanatorium: 5 thousand, 10 or 100? Where are they now and have they returned to you again. If they returned, then how many times, for which programs, and at what time of the year. And would they be interested in additional offers for the low season if you made them? These and many more important questions arise when you begin to apply a personalized approach to the guest.

Customer loyalty is profitable. Sanatoriums that understand consumer psychology, apply sophisticated blended approaches, and rapidly transform business with market changes in mind, will definitely seize this time of opportunity and will be ready to open the borders. A business focused on maintaining the loyalty of its own customers, less sensitive to the marketing efforts of competitors.

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