Diagnostic clinics are increasingly integrated into the digital marketing world, using technology to facilitate appointment and exam scheduling. The digitization of processes not only improves operational efficiency but also enhances the patient experience, making it more agile and personalized.
According to the 6th edition of the Digital Patient Profile, released by Doctoralia in 2024, 84% of medical appointment bookings in Brazil are made through mobile devices such as cell phones and tablets.Furthermore, the study revealed that 43% of Brazilians used telemedicine during the pandemic, indicating a growing acceptance of online health services in the country.
In Brazil, 94% of companies have already adopted 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 movement translates into initiatives such as the implementation of online scheduling systems, which allow patients to book appointments at any time of the day without having to call the clinic. In addition to practicality, this automation reduces reception overload, minimizes errors, and increases attendance rates, as the systems send automatic reminders.
Digital presence is also strategic for attracting and retaining patients. For Victor Okuma, Country Manager of Indigitall, a company specialized in omnichannel communication, the combination of an SEO-optimized website (use of keywords and well-structured content), active social media, content marketing, and active campaigns on channels like WhatsApp is essential. "Clinics that invest in these areas are able not only to attract new clients but also to build long-term relationships with patients. Content marketing, for example, establishes the clinic as a health reference, while paid campaigns increase visibility among the local target audience," explains.
The use of chatbots and automated technologies has been another bet of the clinics. In Brazil, there are approximately 164,000 chatbots in operation, according to the Brazilian Bot Ecosystem Map by Mobile Time. These tools assist with initial service, answer frequently asked questions, and facilitate scheduling, making communication faster and more efficient.
Social networks also play an important role in humanizing the brand. "They allow clinics to emotionally connect with patients, sharing informative content and interacting directly with the public," says Okuma.
But being present online is not enough – you need to measure results. Tools like Google Analytics, HubSpot, and Facebook Insights help clinics monitor metrics such as leads generated, conversion rate, ROI (Return on Investment), and CAC (Customer Acquisition Cost). "In addition to these metrics, it is essential to analyze patient feedback regarding the scheduling process and the service received. Continuous improvement ensures a service more aligned with public expectations and, consequently, an increase in the appointment rate," complements Okuma.
With well-planned strategies and constant monitoring, diagnostic clinics are following the path of innovation, ensuring efficiency in services and a more satisfying experience for patients.
