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Come faccio sto impazzendo!</h1> </div> <div class="entry-content"> <div class="et-l et-l--post"> <div class="et_builder_inner_content et_pb_gutters3"> <div class="et_pb_section et_pb_section_0 et_section_regular" > <div class="et_pb_row et_pb_row_0"> <div class="et_pb_column et_pb_column_4_4 et_pb_column_0 et_pb_css_mix_blend_mode_passthrough et-last-child"> <div class="et_pb_module et_pb_text et_pb_text_0 et_pb_text_align_left et_pb_bg_layout_light"> <div class="et_pb_text_inner"><p>Il lavoro, come ben sai, spesso premia chi riposa meno degli altri o, meglio, premia chi è in grado di creare il più velocemente possibile un sistema in grado di:</p> <ul> <li>produrre più dei competitor;</li> <li>produrre più<span> </span>a lungo della concorrenza, anche mentre non sta realmente lavorando.</li> <li></li> </ul> <p><strong>Purtroppo questo concetto sembra risultare, per i professionisti e gli imprenditori sanitari, molto difficile da comprendere.</strong></p></div> </div> </div> </div><div class="et_pb_row et_pb_row_1"> <div class="et_pb_column et_pb_column_3_5 et_pb_column_1 et_pb_css_mix_blend_mode_passthrough"> <div class="et_pb_module et_pb_image et_pb_image_0"> <span class="et_pb_image_wrap "><img loading="lazy" width="720" height="960" src="https://www.comunicazione-sanitaria.com/wp-content/uploads/2019/07/programmazione-marketing-sanitario.jpg" alt="" title="" srcset="https://www.comunicazione-sanitaria.com/wp-content/uploads/2019/07/programmazione-marketing-sanitario.jpg 720w, https://www.comunicazione-sanitaria.com/wp-content/uploads/2019/07/programmazione-marketing-sanitario-225x300.jpg 225w" sizes="(max-width: 720px) 100vw, 720px" class="wp-image-211548" /></span> </div> </div><div class="et_pb_column et_pb_column_2_5 et_pb_column_2 et_pb_css_mix_blend_mode_passthrough et-last-child"> <div class="et_pb_module et_pb_text et_pb_text_1 et_pb_text_align_left et_pb_bg_layout_light"> <div class="et_pb_text_inner"><p>Ricavarsi del tempo per studiare il <u><a href="https://www.comunicazione-sanitaria.com/marketing-sanitario-e-locus-of-control/">marketing sanitario</a></u> o impegnarsi per programmare una strategia sembra essere tempo perso o, peggio ancora, tempo sottratto ai pazienti. La verità è che oggi solo un incosciente non capisce che il tempo dedicato alle attività contribuisce in modo significativo alla prosperità del proprio centro.</p> <p>Per produrre più dei nostri competitor è <strong>necessario in primis creare un sistema di acquisizione pazienti </strong>in grado di riconoscere il livello di “necessità, disagio o dolore” percepito dal potenziale acquirente dei nostri servizi.</p> <p>La natura della nostra professione ci porta a confrontarci con pazienti che hanno diversi livelli di necessità, diversi approcci all’ambito medico-sanitario, diverse esperienze.</p> <p>Quindi non tutti sono immediatamente disponibili ad affidarsi al modello di percorso terapeutico da noi proposto.</p></div> </div> </div> </div><div class="et_pb_row et_pb_row_2"> <div class="et_pb_column et_pb_column_4_4 et_pb_column_3 et_pb_css_mix_blend_mode_passthrough et-last-child"> <div class="et_pb_module et_pb_text et_pb_text_2 et_pb_text_align_left et_pb_bg_layout_light"> <div class="et_pb_text_inner"><p>Di conseguenza un corretto e funzionale sistema di acquisizione pazienti deve essere tanto elastico da tenere conto delle diverse variabili che indicano la potenziale <em>predisposizione alla cura </em>da parte del paziente.</p> <p>Grazie alle più recenti evoluzioni dell’online marketing <strong>oggi è possibile ricavare, in modo del tutto etico e legale, preziose informazioni</strong> circa abitudini, tendenze e comportamenti del nostro pubblico di riferimento.</p> <p>L’attuale approccio al marketing sanitario implica la conoscenza di un arsenale di nuovi e potenti strumenti che però, spesso, richiedono un po’ di tempo per essere completamente assorbiti e padroneggiati.</p> <p><strong>È indispensabile però integrare le nuove strategie con tutto ciò che della precedente gestione già funzionava.</strong></p> <p>Molti poliambulatori, cliniche e centri di fisioterapia infatti decidono a volte di rivoluzionare totalmente il proprio approccio alla comunicazione, sacrificando spesso proprio quelle strategie che in precedenza portavano risultati.</p> <p>Ogni disciplina ha una sua propria curva di apprendimento: il nostro consiglio è di <strong>non abbandonare le dinamiche già consolidate finché non si è totalmente padroni delle nuove, finché non si sono fatti i giusti test e finché non sia stata investita la giusta quantità di denaro</strong>.</p> <p>Dopo il consiglio precedente ci sentiamo di regalarti anche una formula che potrebbe rappresentare la tua soluzione:</p> <ol> <li>continua a fare quello che stai facendo</li> <li>comincia a misurare e tracciare i dati di ciò che stai facendo</li> <li>focalizzati su ciò che funziona di più e rende di più, abbandona ciò che funziona meno.</li> </ol> <p>Sembrano ovvietà ma possiamo assicurarti, visto il continuo confronto professionale con i dirigenti di poliambulatori, cliniche e centri di fisioterapia con cui collaboriamo, che non tutti applicano queste tre semplicissime condizioni.</p> <p>Il corretto svolgimento dei primi tre punti ti porterà all’azione vera e propria: scegli uno dei nuovi strumenti che hai studiato ed utilizzalo per pianificare una strategia che migliori il funzionamento meglio di tutto ciò che già ti sta dando risultati.</p> <p><strong>Facciamo un esempio concreto.</strong><br />Ipotizziamo che i pazienti arrivino nel tuo poliambulatorio, clinica o centro di fisioterapia per due motivi:</p> <ol> <li>Il passaparola spontaneo;</li> <li>Sotto consiglio di due medici con cui hai instaurato un rapporto professionale.</li> </ol> <p>Cominciamo ad analizzare i pazienti per creare una statistica valida. Nel nostro esempio consideriamo che i pazienti mandati dai medici generano solo il 3% del fatturato mentre la fetta più consistente arriva tramite passaparola.</p> <p>Seguendo la formula precedente il nostro intervento punterà sicuramente<span> </span>ad accantonare (almeno per il momento) il tempo investito con i medici per concentrare le nostre energie su una campagna che preveda strumenti e incentivi per stimolare ulteriormente il passaparola spontaneo dei pazienti già acquisiti. Potremmo raggiungere questo risultato, per esempio, producendo cartoline, libri, newsletter oppure link da condividere online.</p> <p>Se tutto viene fatto a regola d’arte vedremo presto un incremento dei clienti derivati dal passaparola.</p> <p>Successivamente è possibile utilizzare un altro prezioso strumento, il cosiddetto <em>retargeting</em>. Una volta raggiunto un numero sufficiente di pazienti è possibile fornirli a Facebook o a Google per intercettarli e dare loro consigli per migliorare il risultato terapeutico. In questo modo<strong> i nostri pazienti sicuramente si ricorderanno del nostro studio e saranno invogliati a consigliarlo ad amici e parenti</strong>.</p> <p>Facebook può fornirci un altro potente strumento: una volta individuato il nostro pubblico “tipo” (grazie al campione fornito che deve essere però sufficientemente ampio), l’algoritmo del social network più diffuso al mondo potrà facilmente segnalarci altre persone simili (per lavoro, per interessi, per abitudini) al campione. Sfruttando queste statistiche saremo presto in grado di improntare una comunicazione iper-focalizzata su chi potrebbe avere lo stesso problema del paziente che abbiamo già curato.</p> <p>Tramite Google e Facebook possiamo inoltre chiedere ai nostri utenti più affezionati di lasciarci recensioni e/o testimonianze spontanee e gratuite da pubblicare sui nostri mezzi di comunicazione.</p> <p>L’esempio pratico ha l’intento di rassicurarti sul fatto che, per adeguarsi ai nuovi dettami della comunicazione, non è necessario distruggere quanto fatto in precedenza oppure andare nel panico per imparare nuovi strumenti. Il giusto mix di vecchio e nuovo è la chiave del tuo successo futuro.</p> <p><strong>Se hai un Poliambulatorio o un Centro di Fisioterapia vuol dire che, anche nell’ipotesi più sfortunata, tu qualcosa di buono stia facendo.</strong> Capisci cosa è e parti da lì per potenziare la tua comunicazione rendendola il cavallo di battaglia che ti condurrà al successo.</p> <p><strong>Poi… IMPORTANTE! Trova un Mercato Prima di Produrre un Nuovo Servizio!</strong></p> <p>Questa strategia, da sola, può evitarti di sprecare anni di tempo, energie e denaro.</p> <p>Nel corso degli anni abbiamo incontrato molti imprenditori che hanno tentato, senza successo, di “vendere” un particolare tipo di servizio. Per fortuna siamo riusciti ad incontrarli <strong>prima </strong>che si imbarcassero in pericolosi viaggi senza ritorno.</p> <p>Questo non vuol dire che non ci sia necessità di creare nuovi prodotti o servizi, tutt’altro. Ogni nuova idea però, prima di essere realizzata, va studiata e contestualizzata per capire quali sono i veri punti di forza e di debolezza.</p> <p><strong>Quindi comincia a lavorare sull’unicità dei tuoi servizi.</strong></p> <p>Purtroppo o per fortuna la maggior parte dei fisioterapisti non si differenzia dalla concorrenza ed sono quindi destinati a soffrirla.</p> <p><strong>Non permettere che questo accada nel tuo centro.</strong></p> <p>E ricorda che, sebbene non esista una domanda consapevole per alcune terapie o patologie (le persone non le ricercano semplicemente perché non le conoscono), è pur vero che produrre validi contenuti di <u><a href="https://www.comunicazione-sanitaria.com/">comunicazione sanitaria</a></u>contribuisce alla formazione di pazienti più consapevoli e clienti maggiormente predisposti a rivolgersi al nostro centro. </p></div> </div> </div> </div> </div><div class="et_pb_section et_pb_section_2 et_pb_section_parallax et_pb_with_background et_section_regular" > <span class="et_parallax_bg_wrap"><span class="et_parallax_bg" style="background-image: url(https://www.comunicazione-sanitaria.com/wp-content/uploads/2015/03/comsan-1.jpg);" ></span></span> <div class="et_pb_row et_pb_row_3"> <div class="et_pb_column et_pb_column_4_4 et_pb_column_4 et_pb_css_mix_blend_mode_passthrough et-last-child"> <div id="et_pb_contact_form_0" class="et_pb_module et_pb_contact_form_0 et_pb_contact_form_container clearfix" data-form_unique_num="0" data-form_unique_id="5e7e5193-1069-46fa-88a3-ce085f201215"> <h1 class="et_pb_contact_main_title">Contatta COMUNICAZIONE SANITARIA</h1> <div class="et-pb-contact-message"></div> <div class="et_pb_contact"> <form class="et_pb_contact_form clearfix" method="post" action="https://www.comunicazione-sanitaria.com/marketing-poliambulatorio-come-faccio-sto-impazzendo/"> <p class="et_pb_contact_field et_pb_contact_field_0 et_pb_contact_field_half" data-id="nome" data-type="input"> <label for="et_pb_contact_nome_0" class="et_pb_contact_form_label">Nome</label> <input type="text" id="et_pb_contact_nome_0" class="input" value="" name="et_pb_contact_nome_0" data-required_mark="required" data-field_type="input" data-original_id="nome" placeholder="Nome"> </p><p class="et_pb_contact_field et_pb_contact_field_1 et_pb_contact_field_half et_pb_contact_field_last" data-id="indirizzo_e-mail" data-type="email"> <label for="et_pb_contact_indirizzo_e-mail_0" class="et_pb_contact_form_label">Indirizzo e-mail</label> <input type="text" id="et_pb_contact_indirizzo_e-mail_0" class="input" value="" name="et_pb_contact_indirizzo_e-mail_0" data-required_mark="required" data-field_type="email" data-original_id="indirizzo_e-mail" placeholder="Indirizzo e-mail"> </p><p class="et_pb_contact_field et_pb_contact_field_2 et_pb_contact_field_last" data-id="telefono" data-type="input"> <label for="et_pb_contact_telefono_0" class="et_pb_contact_form_label">telefono</label> <input type="text" id="et_pb_contact_telefono_0" class="input" value="" name="et_pb_contact_telefono_0" data-required_mark="required" data-field_type="input" data-original_id="telefono" placeholder="telefono"> </p><p class="et_pb_contact_field et_pb_contact_field_3 et_pb_contact_field_half" data-id="messaggio" data-type="text"> <label for="et_pb_contact_messaggio_0" class="et_pb_contact_form_label">Messaggio</label> <textarea name="et_pb_contact_messaggio_0" id="et_pb_contact_messaggio_0" class="et_pb_contact_message input" data-required_mark="required" data-field_type="text" data-original_id="messaggio" placeholder="Messaggio"></textarea> </p> <input type="hidden" value="et_contact_proccess" name="et_pb_contactform_submit_0"/> <div class="et_contact_bottom_container"> <button type="submit" name="et_builder_submit_button" class="et_pb_contact_submit et_pb_button">Invia</button> </div> <input type="hidden" id="_wpnonce-et-pb-contact-form-submitted-0" name="_wpnonce-et-pb-contact-form-submitted-0" value="6d8fcca4ed" /><input type="hidden" name="_wp_http_referer" value="/marketing-poliambulatorio-come-faccio-sto-impazzendo/" /> </form> </div> </div> </div> </div> </div> </div> </div> </div> <div class="et_post_meta_wrapper"> </div> </article> </div> </div> </div> </div> <footer id="main-footer"> <div id="footer-bottom"> <div class="container clearfix"> <div id="footer-info">©2018 by Comunicazione Sanitaria | Comunicazione Sanitaria è un BRAND di DROP2WAVE s.r.l. 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