Components of Successful PR for a Private Medical Clinic (Hospital)

This study is devoted to the study of factors influencing the formation of trust of potential clients in private dental clinics on the social network Instagram. The relevance of the work is due to the growing role of social networks in the promotion of medical services, including dental ones. Despite the importance of this communication channel, there is a lack of research in the scientific literature on effective strategies for self-presentation of dental clinics on social networks. The research methodology includes conducting in-depth interviews with Moscow residents aged 18-35 who are active Instagram users and have experience in visiting private dental clinics. As a result of the analysis of the interviews, key factors were identified that influence the formation of trust in dental clinics on Instagram: simplicity and intuitiveness of profile navigation, availability of information about doctors and their personal accounts, publication of “before/after” cases, price transparency, active interaction with the audience , as well as the use of advertising from bloggers. Based on the data obtained, the paper presents recommendations for developing an effective SMM strategy for private dental clinics, aimed at increasing the trust of potential clients.