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Promotion of medical centers in Russia

12.01.2021

Many clinics in Europe and USA are popular in Russia. Also the amount of the monthly searched keywords, regarding medical services or medical centres, is huge. So, an active online advertising of medical services would definitely attract more Russian patients.

 

Due to the situation with COVID-19, of course, less of them will be able to use the services of medical centers in the nearest future, but if you start your advertising campaigns now, it will be a good contribution for your company, a sort of investment.

 

Why do Russians choose foreign private clinics?

 

Unfortunalitely, the level of service and medicine, by and large, in Russia isn’t very high. There are also a lot of private medical centers where people can get tested or use some other services, but the prices are really too high. So if there is a choice between foreign clinic and Russian with the same price list, it is better to choose the first ones.

 

Moreover, there are some services and medical supplies that people cannot simply find in Russian hospitals. That’s the reason why they are obliged to go to the other counties to get them.

 

Other reasons are better standards, high technology, more research and medical experiences in the foreign medical centers.

 

Usually, Russian patients prefer clinics in Germany and Israel due to the geographical position and high level of medicine in general. More popular, but also in demand the following countries – Turkey, Singapore, Swiss, France, USA, Poland, Hungary, Czech Republic, Lithuania and further Eastern Europe.

 

What services and domains are the most popular?

 

There are some services and domains that are especially in demand among Russian patients. For example:

 
  • 1. Cardiology and cardiac surgery.
  • 2. Oncology.
  • 3. Eye surgery.
  • 4. Orthopedics.
  • 5. Plastic surgery.
  • 6. Neurosurgery.
  • 7. Check up programs.
  • 8. and medical rehabilitation.
 

As you can see, these fields require high-end technology for medical treatments and diagnostics so it’s a reason why people choose them.

To attract attention to these services and to clinics in general, it’s important to know how to build a marketing strategy.

 

How to promote medical centers in Russia?

 

First thing that you should do is to translate your website in Russian and create communities in Russian Social Media. It is really indispensable because even people with high income in CIS countries don’t speak English or other languages and it’s more comfortable and easier for them to read information in their native language.

 

When you finish with translation and creation of new groups in Social Media, you could start your marketing.

 

There are many methods to attract patients to your clinics, but the most effective are SEO, contextual advertising, ORM/SERM, SMM.

 

SEO Yandex

 

Yandex is the biggest search engine in CIS region so you should start promotion there. In our other articles we have already told about this method.

 

In general, there are several parts, how to make the website optimized for search engines:

 
  • 1. Onpage SEO.
  • 2. Offpage SEO.
  • 3. Onsite SEO.
 

Contextual advertising

 

Yandex has it proper advertising system – Yandex Direct to allow people promote these services and goods. It is rather difficult to run an advertising campaign there because you should really understand how it works.

 

Yes, you can find a specialist to do it, but you won’t know if he or she has enough experience and knowledge. It is better to deal with one agency where there are a lot of marketers and managers to make your project successful.

 

ORM/SERM

 

When people want to go to the hospital in other country, they start not only study its site, but also search for reviews of patients about it. They need to read about experience of them and if it was rather good, they will decide to choose your clinic.

That’s why it is so important to use ORM and SERM as one of the promotion methods.

 

SMM

 

There are different Social media networks in Russia:  VKontakte, Odnoklassniki, Instagram, TikTok. Facebook is not the first choice or Russian social media users. Now Russians prefer to spend more time in TikTok and Instagram.

 

You should create there your communities and develop them to make easier for people to find your hospital on the Internet and know more about it.

 

So if you decide to present your services in Russia, check all opportunities first.

 

You still have some questions? Don’t hesitate to ask us.

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