84% of patients prefer to make appointments via digital channels

Diagnostic clinics are increasingly embedded in the digital marketing universe, using technology to facilitate the scheduling of appointments and exams. The digitization of processes not only improves operational efficiency, but also improves 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 schedules in Brazil are performed through mobile devices such as mobile 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 survey “Maturity of Digital Marketing and Sales in Brazil”, carried out by Digital Results, World of Marketing, Rock Content and B2B Sales. In the health sector, this movement translates into initiatives such as the implementation of online scheduling systems, which allow patients to schedule 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 the attendance rate, since the systems send automatic reminders.

Digital presence is also strategic to attract and retain patients. For Victor Okuma, Country Manager of Indigitall, a company specialized in omnichannel communication, the combination of a website optimized for SEO (use of keywords and well-structured content), active social networks, content marketing and active campaigns of channels such as Whatsapp is essential.“Clinics that invest in these fronts can not only attract new customers, 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,” explains.

The use of chatbots and automated technologies has been another bet of clinics. In Brazil, there are about 164 thousand chatbots in operation, according to the Map of the Brazilian Bots Ecosystem, Mobile Time. These tools help in initial service, answer frequent questions and facilitate scheduling, making communication more agile and efficient.

Social networks 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, says Okuma.

But it is not enough to be present in digital (Return on Investment) and CAC (Cost of Acquisition per Client). “, HubSpot and Facebook Insights help clinics monitor metrics such as leads generated, conversion rate, ROI (Return on Investment) and CAC (Cost of Acquisition per Client).“In addition to these metrics, it is essential to analyze patient feedback on the scheduling process and the service received. Continuous improvement ensures a service more aligned to public expectations and, consequently, an increase in the rate of appointments”, adds Okuma.

With well-planned strategies and constant monitoring, diagnostic clinics follow the path of innovation, ensuring efficiency in services and a more satisfactory experience for patients.