The problems of legal regulation of cryptocurrency and the legalization of criminal proceeds made with its help
Anastasia Shvets talks about the main issues of legal regulation of the use of cryptocurrency and the problems associated with the legalization of criminal proceeds using virtual currencies With the…

Continue reading →

How to increase sales using a matrix of products and scripts
Max Shishkin talks about the communication problem between sales managers and customers, explains how it can be overcome with the help of a product matrix and selling scripts Many business…

Continue reading →

Analysis of the legal realities of applying market discounts for minority and low liquidity to the price of a share of an LLC participant upon its release + American approach
Today, one of the main problems faced by corporation members when a participant withdraws or expels from the company is the determination of the value of the share of the…

Continue reading →

“Come to us to be treated …” – features of the promotion of medical services

Medical topics are one of the most difficult areas in Internet marketing. The point here is not only the nuances of promotion, but also that it is closely related to the legal regulation of issues in the field of medical services. Ekaterina Hindikainen, Product Owner of Rookee Service, talks about how to succeed in promoting medical sites for the benefit of people and without breaking the law
Before starting the standard promotion process, it is necessary to prepare, taking into account some features of working with medical sites: be sure to make the patient’s consent form on the site for the placement and processing of personal data. On medical sites, an electronic form for recording procedures for entering personal data is common. Leaving such an application, the patient must agree to the processing of data.

Place on the site not only the official name, location and mode of operation of the medical organization, but also a license to carry out medical activities with a complete list of permitted activities, as well as the name of the organization that issued the license.

Publish a complete list of doctors with photos and information about education, a schedule for their admission, as well as information about government guarantees for medical activities. Narrow medical information is also required to be posted on the site, regardless of the profile of the provision of services.

Use only copyrighted content on the site, including images and photographs. Illegal copying of any content can result in high fines. Even when posting a photograph of a healthcare provider, you must obtain his consent to publish.

In short, these are the main legal nuances that must be taken into account when creating and promoting a site with medical services. Let’s move on to the practice of promotion.

Step 1. From alpha to omega – select keywords, considering the smallest details

In any subject, the selection of sya (semantic core) is the basis of the foundations. The better and more accurate it is selected, the greater the audience coverage will be at the output. The semantics of the site of the medical clinic are based on three pillars, which are important to work out to the maximum:

Names of diseases and symptoms. The more diseases you cover, the better. The main thing is that these diseases respond to treatment through the efforts of your valiant specialists.

Examples of queries: “stomach pain”, treatment of gastritis “,” symptoms of gastritis “,” how to treat stomach pain. ”

Direction of treatment / names of specialists. The construction of this cluster should be based on the list of services and the list of specialists who carry them out. We add near-profile queries and synonyms here and get a fully covered category.

Examples of queries: “gynecology”, “gynecologist services”, “make an appointment with the gynecologist” + adding geo-dependent words, for example, “gynecologist in Moscow”.

Other clinic services. We include auxiliary activities here – analyzes, diagnostic procedures, narrow-profile operations, and so on.

Examples of queries: “blood biochemistry”, “pass a biochemical blood test” + adding geo-dependent words, for example, “biochemistry in Moscow”.

An example of a group implementation on a site:

Also, semantics should include brand queries (the name of the clinic), plus broad queries, such as: “dentistry clinic”, “multidisciplinary medical center” and so on.

Step 2. “I will cure my throat inexpensively” – how to write medical texts?

Without high-quality and unique textual content on the site, search engines will not advance to the top of search results. Of course, there are quite a few copywriting exchanges – I don’t want to order text. But the difficulty with them lies in the fact that medical texts should be 100% reliable and should not mislead the reader a bit. Ideally, the texts should be written (at least edited) by a medical professional or a person with a medical education.

What else is important to consider when writing texts on a medical site:
All information should be supported by official sources or publications. No artistic embellishment – only bare facts;
Despite the abundance of facts and theory, texts for service pages should remain “selling”, that is, attractive to a potential client, contain the advantages of the procedure, the benefits, and so on;
All information should be unambiguously perceived by any person. An abundance of literary turns cannot be used in medical texts, thereby eroding the meaning;
Accompany complex materials with graphic elements: charts, tables, images – all this is welcome and greatly facilitates the perception of professional terms and statistics.
Step 3. “Doctor, we are losing him!”, Or How to convince the patient to come to you?

Even well-designed semantics on the site may not lead to an increase in actual patient requests. Let’s see what is the reason?

Four steps to take when acquiring know-how rights
Much has been said about how companies protect intellectual property. On the Internet you can find many recommendations on this topic. However, there is another side - those who acquire…


11 director mistakes during interrogation in tax
Nikolai Gerasimov lists the main mistakes that the director of the company can make during interrogation at the Tax Inspectorate, talks about the possible consequences of these mistakes The interrogation…


“The auditor is coming to us!”, Or the reasons why the tax will come to the company with a check
The effectiveness of tax audits conducted by the tax inspectorate since 2011 has tripled from 33%! She almost became 100%. At the same time, the number of inspections decreased by…


Who can work without online cash desks
Dmitry Boltunov talks in detail about the categories of entrepreneurs and types of entrepreneurial activities that are exempt from the mandatory use of online cash desks The exemption from the…