Marketing tools to attract CIS patients

300 views

Published on

Marketing in Medical tourism.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
300
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Marketing tools to attract CIS patients

  1. 1. Marketing Tools to attract CIS patients to Jordan Anna Popko Live a healthy lifestyle… The Third Regional Conference of The Future of Medical Tourism in Jordan 16-17th June, 2014
  2. 2. MAP OF RUSSIAN SPEAKING MARKET
  3. 3. MUSLIM POPULATION IN RUSSIAN SPEAKING COUNTRIES • Uzbekistan is the leader of the rating with 89% of its population. • Russia is the second by the number of Muslims with 15% of the country's population. • Azerbaijan holds the third place with 7 584 311 Muslims that make 93.4%. • Kazakhstan is at the fourth place among CIS-countries by the number of Muslims among its population. There are 7 131 346 Muslims in the country that makes 47% of population. • Tajikistan is the fifth with 6 805 330 Muslims (95% of population.) • Turkmenistan with 4 407 352 of Islam votaries (89%) • Kyrgyzstan with 4 117 024 Muslims (80%) follow it. • 2 million Muslims in Ukraine (population of Ukraine 45 million people). Muslims in Ukraine have 445 communities, 433 ministers, 160 mosques with many more mosques being built • There are over 5,000 registered religious Muslim organizations
  4. 4. Russian market statistics Russia including Kazakstan and Azerbaidzhan 30 000 to 60 000 patients per year 300 to 500 mln USD cost Ukraine 8 000 patients per year 100 mln USD 60-70 % of them using medical facilitators
  5. 5. Portrait of XXI century patient • Escapes the “found and bought” method • Require personified approach • Patient has a “need”, not a “want” • Device oriented Digital patient (36 % use phone, tablet website apps, 49 % constantly or from time to time are in social media) • Transit patient • Destination patient
  6. 6. Portrait of XXI century patient Previously decision based on - relatives/friends - Doctor - TA and TO Today decision based on -relatives/friends - Doctor - TA and TO - Social media - Internet - Brand
  7. 7. Patient's perception for treatment abroad • Visa requirements • Way to get the destination • Brand of safety and affordability • Perception of Middle East country • Language barrier • Religion
  8. 8. Creating a strong positioning • Quality medical care at reduced costs • Safe patient travel • Affordable healthcare destination • Destination to be combined for all family members – and it’s a strong advantage
  9. 9. Create a strong Brand How many health destinations worldwide?
  10. 10. Create a strong Brand How many hospitals worldwide?
  11. 11. Create a strong Brand How many compete directly with you?
  12. 12. Ways to give a call • Jordan healthcare Brand promotion • Individual hospitals positioning • Unique Health Image • Educational goal
  13. 13. Give a patient Strong brand – built a strong brand strategy
  14. 14. Start from the inside your brand promotion Patient respond to ACTIONS, so you have to find the way for this action to happen
  15. 15. Your clients- First time buyers • Put yourself in their shoes • No second chance for first impression • Not only listen, but hear them and make them know you, feel you, experience you
  16. 16. Build Brand via Your own web site
  17. 17. Build Brand via Social Media Marketing & Blogging
  18. 18. Build Brand via Direct advertizing
  19. 19. Build Brand via Insurance companies
  20. 20. Build Brand via Travel agents and facilitators, medical concierge companies
  21. 21. Build Brand via Medical centers and physicians
  22. 22. Build Brand via Arab Associations & Medical Associations
  23. 23. Build Brand via Corporate organizations
  24. 24. Build Brand via Local Representative office and information centre
  25. 25. Build Brand via Healthcare events
  26. 26. PROMOTE – EDUCATE - SELL Be an icon in the healthy lifestyle of your patient

×