What are the features of advertising a medical center?

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The key to the effective functioning of each private medical center or clinic is a well-designed customer attraction policy. This is explained by both the increased competition in this area and the need to improve the company's image as providing high-quality services and service level with the help of advertising and PR campaigns.

Advertisement of a medical center

The goal of a medical organization is to at&t email list create an impeccable reputation, since Russian consumers are mainly guided by word of mouth. According to the conducted research, one satisfied patient of a medical clinic after a course of treatment will recommend this company to his friends and will bring at least three more people.

There are often cases when a potential client refuses to be treated in a private medical company (which has modern equipment and high service) simply because he trusts a proven doctor from a municipal hospital.

It is worth noting that state polyclinics do not even allocate funds for the promotion of their services. This is one of the main competitive advantages of private medical centers, almost all of them have an advertising department.

If your company does not have a marketer or advertising manager, you should seek help from a specialized agency. They will help you decide on the most effective way to promote the clinic's services and attract clients.

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The choice of tools depends primarily on your target audience: will it be residents of the area where your company is located, or patients from nearby settlements. Perhaps you are betting on corporate clients or visitors insured under VHI?

When creating an advertisement for a medical center, do not forget that the key goal is to honestly tell potential clients about the main vector of your company's functioning, clearly and simply explaining all questions of interest about the medical services provided.

It is worth noting that in the modern private medical service market, deviations from ethical standards often occur. Remember that when your company claims to provide medical services of the highest quality, you will have to bear responsibility to your own clients.

What regulations should be relied upon in advertising a medical center?
In Russia, there is no specific law regulating legal relations in advertising, which concerns the provision and circulation of services in the healthcare sector, as well as medicines. If you are planning to open a medical center, the law on advertising should become your reference book.

Let us list the main legislative acts:

Federal Law No. 86 "On Medicines";

Federal Law of March 13, 2006 No. 38 "On Advertising";

Federal Law "On Narcotic Drugs and Psychotropic Substances";

Federal Law "On the Circulation of Medicines";

Resolution of the Government of the Russian Federation No. 970 “On approval of the Regulation on municipal supervision of the circulation of medical devices”.

Please note the Federal Law "On Advertising" No. 38, adopted on June 14, 1995. Article 24 regulates medical services, and it is this document that you should be guided by when you are going to distribute advertising for a medical center.

Since June 2014, Federal Law No. 190-FZ of June 28, 2014 “On Amendments to Article 24 of the Federal Law “On Advertising” has come into force: now it is permitted to place advertisements about medical services in all media.

Article 24 of the Federal Law “On Advertising” states that the message must contain information about possible restrictions on seeking medical services.

It is impossible not to mention that the norms and requirements of Part 7 of Article 24 of the same law do not apply to advertising of a medical center placed at locations where pharmaceutical exhibition congresses, medical classes, and seminars are held.

In addition, this article does not regulate special-purpose printed publications addressed to employees of medical centers and pharmaceutical companies.