The diagnostic clinics are increasingly integrated into the world of digital marketing, using technology to facilitate appointment and examination scheduling. The digitisation of processes not only improves operational efficiency, but also enhances the patient experience, becoming 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, como teléfonos móviles y 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 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, que permitem aos pacientes marcar consultas a qualquer hora do dia, without needing to call the clinic. In addition to practicality, this automation reduces the workload of the receptions, minimizes errors and increases attendance rate, since the systems send automatic reminders
A presença digital também é estratégica para atrair e fidelizar pacientes. 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 not only to attract new clients, but also build 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 focus of clinics. In Brazil, there are about 164 thousand chatbots in operation, according to the Map of the Brazilian Bot Ecosystem, da Mobile Time. These tools assist in initial support, they answer frequently asked questions and facilitate scheduling, making communication faster and more efficient
Las redes sociales también desempeñan un papel importante en la humanización de la marca. They allow clinics to connect emotionally with patients, sharing informative content and engaging directly with the audience, Okuma reading
But being present in the digital space 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 care received. A melhoria contínua garante um serviço mais alinhado às expectativas do público e, consequently, an increase in the appointment rate, complementa Okuma
With well-planned strategies and constant monitoring, the diagnostic clinics follow the path of innovation, ensuring efficiency in services and a more satisfying experience for patients
