Diagnostic clinics are increasingly embracing the digital marketing landscape, leveraging technology to streamline the scheduling of appointments and tests. The digitalization of processes not only enhances operational efficiency but also improves the patient experience, making it faster and more personalized.
According to the 6th edition of the Digital Patient Profile, released by Doctoralia in 2024, 84% of medical appointments in Brazil are booked via mobile devices, such as smartphones and tablets. Additionally, the study revealed that 43% of Brazilians used telemedicine during the pandemic, indicating growing acceptance of online healthcare services in the country.
In Brazil, 94% of businesses already use digital marketing as a growth strategy, according to the research “Digital Marketing and Sales Maturity in Brazil,” conducted by Resultados Digitais, Mundo do Marketing, Rock Content, and Vendas B2B. In the healthcare sector, this trend translates into initiatives like implementing online booking systems, which allow patients to schedule appointments anytime without needing to call the clinic. Beyond convenience, this automation reduces front-desk workload, minimizes errors, and increases attendance rates, as systems send automated reminders.
A digital presence is also strategic for attracting and retaining patients. For Victor Okuma, Country Manager of Indigitall, a company specializing in omnichannel communication, the combination of an SEO-optimized website (using keywords and well-structured content), active social media, content marketing, and targeted campaigns on channels like WhatsApp is essential. “Clinics investing in these areas not only attract new clients but also build long-term relationships with patients. Content marketing, for example, establishes the clinic as a health authority, while paid campaigns boost visibility among local target audiences,” he explains.
The use of chatbots and automated technologies has been another bet for clinics. In Brazil, there are around 164,000 chatbots in operation, according to the Brazilian Bot Ecosystem Map by Mobile Time. These tools assist with initial inquiries, answer common questions, and facilitate scheduling, making communication faster and more efficient.
Social media also plays a key role in humanizing the brand. “They allow clinics to emotionally connect with patients by sharing informative content and engaging directly with the audience,” says Okuma.
However, simply having a digital presence isn’t enough—measuring results is crucial. Tools like Google Analytics, HubSpot, and Facebook Insights help clinics track metrics such as leads generated, conversion rates, ROI (Return on Investment), and CAC (Customer Acquisition Cost). “Beyond these metrics, it’s vital to analyze patient feedback on the booking process and the care they received. Continuous improvement ensures services better meet audience expectations, leading to higher appointment rates,” Okuma adds.
With well-planned strategies and constant monitoring, diagnostic clinics are paving the way for innovation, ensuring service efficiency and a more satisfying patient experience.
