Diagnostic clinics are increasingly integrated into the world of digital marketing, 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, published by Doctoralia in 2024, 84% of medical appointment bookings in Brazil are made through mobile devices, like cell phones and tablets.In addition, 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 already adopt digital marketing as a growth strategy, according to the research "Digital Marketing and Sales Maturity in Brazil", carried out by Resultados Digitais, World of Marketing, Rock Content and B2B Sales. In the healthcare sector, this movement translates into initiatives such as the implementation of online booking systems, that allow patients to schedule appointments at any time of the day, without needing to call the clinic. In addition to practicality, this automation reduces the workload of the receptions, minimize errors and increase attendance rate, since the systems send automatic reminders
Digital presence is also strategic for attracting and retaining patients. For Victor Okuma, Country Manager of Indigitall, company specialized in omnichannel communication, the combination of an SEO-optimized website (use of keywords and well-structured content), active social networks, Content marketing and active campaigns on channels like WhatsApp are essential. Clinics that invest in these areas are able to not only attract new clients, but also create a long-term relationship with patients. Content marketing, for example, establishes the clinic as a reference in health, while paid campaigns increase visibility among the local target audience, explain
The use of chatbots and automated technologies has been another bet of the clinics. In Brazil, there are about 164 thousand chatbots in operation, according to the Brazilian Bot Ecosystem Map, Mobile Time. These tools assist in initial support, they answer frequently asked questions and facilitate scheduling, making communication faster and more efficient
Social media also play an important role in humanizing the brand. They allow clinics to connect emotionally with patients, sharing informative content and interacting directly with the audience, Okuma says
But being present in the digital is not enough – it is necessary 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). Besides these metrics, it is essential to analyze patient feedback on 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, Okuma complement
With well-planned strategies and constant monitoring, diagnostic clinics follow the path of innovation, ensuring efficiency in services and a more satisfying experience for patients
