We hear a lot about chatbots or intelligent virtual assistants for companies. However, few people know how to use them to benefit their clinics or other health establishments.
Incredible as it may seem, many health professionals still believe that self-care via chatbots is something far from reality.
But they are wrong!
Chatbots arrived at the present and can be obtained at affordable prices for any office or clinic, generating innumerable advantages.
Are you ready to enter this path of no return? So, read on!
But what is a chatbot?
A chatbot is nothing more than a software capable of conducting a conversation via audio or text with a person. Currently, they work on sites, mainly on popular message exchange platforms, such as Facebook Messenger, and there is great expectation that it will work soon on WhatsApp as well.
Why use a chatbot in my clinic?
Did you know about 59.30% of patients try to contact your clinic outside of business hours to schedule an appointment?
Research indicates that 65% of consumers prefer to be served by a chatbot that resolves their doubts, instead of having to wait in a queue by phone.
In addition, the same research states that 23% of potential customers simply give up making the purchase if the communication channel is busy.
More reasons for you to use a service and marketing chatbot in your clinic:
- Be available 24 hours a day, 7 days a week;
- Serve multiple customers at the same time, without a queue, without a busy phone and without the need for your telemarketing team or assistants to end up overloaded during peak hours;
- Reduce costs with care by up to 80%;
- Offer a standardized attention, always with quality, without variation of humor and with artificial intelligence capable of understanding what the client writes freely;
- Automate routine procedures such as scheduling appointments, clarifying doubts and sending consultation reminders;
- They can help attract new patients when allied to social networks.
And before you ask me, I’ll tell you: yes, it is possible to do ethical marketing in clinics!
The Federal Councils of Dentistry and Medicine, as well as other professions in the health area, limit and consider some illegal practices, therefore, always study and keep up to date with the code of ethics of your category.
Among the main errors that we can highlight and that are NOT allowed By codes for most health categories, they are:
- Disclosure of “before and after” photos of treatments;
- Disclosure of citation prices in advertising vehicles;
- Disclosure of treatment techniques not scientifically proven;
- Disclosure of equipment ownership as a way to show you own superior technology;
- Distribution of discount or loyalty cards;
- Guarantee results in treatments.
How to start a chatbot strategy for my clinic?
1. Choose a chatbot platform
There are generic platforms, which do not need programmers, but which require you to spend some time planning the entire flow and all the possibilities that you want to automate to pass everything to the program.
There is also a specific solution for clinics and offices focused on converting strangers into patients, and it can be quickly configured as the Cloudia platform.
2. Disseminate the new self-service channel to those who already know you
When hiring a chatbot service for your clinic, you need to know how to disclose this channel for acquiring new patients or it will be useless.
First of all, send an email to your entire patient list, advising about the new channel and disclosing the Messenger link of your page, which will have the format: “https://m.me/nombre-de-tu- page”.
If you want even more efficient communication, send a Whatsapp message in addition to email.
The main platform for using chatbots today is Facebook Messenger. For this reason, it is essential that you know how to use the Facebook page of your clinic or office well to achieve good results in the short term.
In addition to Facebook, another alternative is to use it live on your website, which is a great option and we will talk about this channel a bit later in this article.
3. Use social networks as allies of your automatic attention via chatbot
Use social networks without moderation to enhance the brand of your clinic and, mainly, to build relationships and always keep yourself in the minds of potential clients.
To have good results, spread original content that really adds value to people.
Post tips to have a better quality of life or other topics related to your specialty, in text or video and frequently, always respecting the rules of your council.
People will follow you and share your advice and when they have a problem, they will remember you.
Here are some specific tips for each of the most relevant social media.
First of all, have your professional page on Facebook or Fanpage to promote your work, not just your personal profile.
The Fanpage offers the possibility of promoting publications, which in itself is a great advantage, since organic (or free) publications have already stopped having a good reach for some time.
In addition, only on fanpages is it possible to use service automation tools such as chatbots.
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Advertise your services on Facebook
Currently, it is known that a common post manages to organically reach only 2% of the followers.
With the large number of profiles and pages on Facebook, unfortunately (or fortunately), the social network had to start reducing the delivery rate of its posts.
If you want to see significant results, invest in sponsored ads in Facebook Ads Manager and attract more patients to engage with your clinic.
In addition to studying the code of ethics, you will need to know how to create Facebook Ads, in case you do not hire a digital marketing professional for it.
You must also learn what is most important to configure in your Facebook Marketing campaigns for best results.
Allied to the ads, use a chatbot that automates the attention of your potential patients to optimize your results.
Some chatbots can automatically respond to all the people who leave comments on your Facebook posts, directing these people to interact with your chatbot, which can be programmed to answer questions and guide patients to make an appointment.
Try commenting on this post example we made for a fictitious page so you understand how it works:
If you are a health professional or a marketing professional who works on recruitment campaigns to attract more patients to health establishments, this functionality will make it much easier for you.
Instagram still maintains a good organic reach, getting a lot of likes, but few interactions.
Making a good presentation on your profile is essential. Make explicit the services that your clinic offers, website, address and contact forms.
The challenge is to manage to communicate everything in just 150 characters.
If your main goal with Instagram is to get more patients, leave your chatbot link instead of your site link.
Use good resolution images and videos that portray treatments, curiosities and advice about any disease that you treat in your clinic.
If you have more than 10 thousand followers, you can add a link in your stories that leads to the chatbot, which will do all the service and automatic scheduling.
You can also make campaign ads on Instagram with the Facebook Ads Manager, leaving the “Send Message” button visible on the ads.
When they click on the button, users will be directed to interact with your chatbot via Messenger.
Unfortunately, this is an impossible channel to use on a large scale, but the launch of WhatsApp Business has given signs that WhatsApp is evolving to become a tool between companies and people, and will probably soon become a more practical tool for those who They have a large number of daily services.
It is worth remembering that this medium can only be used for auxiliary tasks such as scheduling, sending appointment reminders and answering some questions. It should never be used to perform the query itself.
To enhance your chatbot, we recommend that you configure the initial automatic WhatsApp Business message of your clinic to disclose the link of your Facebook Messenger chatbot.
4. Use the self-service chatbot on your site
If you use just one form on your site to attract new patients to your clinic, it is very likely that you are losing revenue.
There are cases of a 45% increase in conversion rate, simply by using online chat correctly.
Some tools offer the option of adding your chatbot to your site via online chat quite easily, without the need for programming knowledge.
Advertise your services on Google Adwords
Just as you can invest in Facebook Ads to have a greater reach on Facebook, you can also invest in Google Ads to have more visibility and reach patients who search for your services through Google.
It is possible to pay a price for your site to be located in the positions of the first page of the search for some keywords that you choose.
The big secret here is to advertise in Google Ads by choosing the local keywords that your potential patients search for in Google when they want to find a service of your category and specialty.
For example: if you are an endocrinologist and you serve in the city of São Paulo in the Vila Mariana neighborhood, you should advertise to people who are searching on Google for keywords such as: Endocrinologist sp, endocrinologist in São Paulo, endocrinologist in Vila Mariana, endocrinologist São Paulo Vila Mariana, specialist in the x procedure in São Paulo, etc.
You can also filter the audience by location and demographic information such as: city, male or female gender, age, with children or without children, etc.
Another way to attract more visitors to your site is by producing content on your blog.
In this way, if the content is really informative and generates value, it tends to achieve good positions in organic Google searches and can bring good results in the medium and long term.
5. Track the metrics that matter
The goal of all this is to get more patients in your clinic, so that will be your main metric.
Number of followers on your page or visits to your site can be just “vanity metrics”and they do not necessarily mean that your strategy is working, since they may not increase the income of your clinic.
The ideal metric to measure the efficiency of the strategy is the monthly record of the number of patients who booked an appointment through Facebook or the website. Compare the results before and after you started using the chatbot to see the difference.
Choose platforms that make it easy to monitor your chatbot’s metrics.
We would like to reinforce the importance of following the code of ethics of your category before doing any digital marketing action for your clinic that stimulates the use of your chatbot.
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