Online Marketing for "
Medical Tourism!
October 2009!
Medical Tourism Marketing ©Spur Interactive 2009!
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Medical Tourism: A Growth Industry!
•" U.S. outbound patient visits and spend growing rapidly(1)!
•" 2010: 900,000 patients spending $1.3bn abroad!
•" 2015: 4 million patients spending $11.8bn abroad!
(1) Deloitte, 2009!
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How Will You Participate in Medical Tourism?!
!" Competition for U.S. patients is increasing!
"" Domestic: U.S. providers seeking to protect share!
"" Abroad: International providers seeking to take share!
!" Marketing success requires:!
"" Compelling message !
-"Relevant !
-"Unique!
-"Memorable !
-"Defensible !
"" Effective channels!
-"Efficient!
-"Cost-effective!
-"Targeted !
-"Measurable !
Online Marketing for Medical Tourism ©Spur Interactive 2009!
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Business Case: Online Health Care Marketing!
This is where the patients are!
!" Online > 33% of media consumption (1)!
"" 85% of adults age 30-50!
"" 51% of adults 65-75!
This is how they make decisions!
!" 75% of Internet users research health online!
"" 12% of all users will visit a health-related site today!
!" 75% of users with chronic condition said online research
influenced their treatment decision!
Digital media offers compelling advantages!
!" Able to Target, Engage and Interact!
!" Measurable, Affordable, Accountable !
(1)" Source: Pew Research Foundation!
Online Marketing for Medical Tourism ©Spur Interactive 2009!
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Silver Bullet in Medical Tourism Marketing?!
It doesn’t exist!
Online Marketing for Medical Tourism ©Spur Interactive 2009!
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Online Success Requires an Integrated Approach!
Medical tourism marketing requires range of online media!
Search Social Video Display E-Mail
Paid + Blogs, Networks, Display and Rich Media, House & 3rd
Natural Content Sites Pre-roll
! Banners Party email
Awareness!
Interest #
(Consideration / Preference)!
Decision!
$$$
Online Marketing for Medical Tourism ©Spur Interactive 2009!
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Online Media Can be Overwhelming!
Video! E-Mail
! Search
!
Display and House & 3rd Paid +
Display
! Pre-roll
! Party email
! Natural!
Social
!
Rich, Flash Tweets, Posts, Blogs,
and Static Photos, Videos!
Ads!
Blogs
!
Info Sites
! Web Site
!
Social
Search! Networks!
Email "
Lists
!
Online Marketing for Medical Tourism ©Spur Interactive 2009!
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Digital Roadmap for Medical Tourism Marketers
!
" Optimize Your Web Site!
•" Usability: make it easy, intuitive and engaging!
•" Effectiveness: deliver strong message and support with Calls to Action!
•" Search: optimize for natural search rankings!
" Create demand (Advertise and Market!)!
" Engage and Interact via Social Media!
Online Marketing for Medical Tourism ©Spur Interactive 2009!
8!

Keys To Success for Medical Tourism Marketing!
" Planning!
•" Success starts with a Plan !
•" Develop an online marketing strategy!
•" Create a foundation you can build upon!
" Integrated approach to online marketing!
•" Advertising + Social + Search = Success!!
" Measurement!
•" Define the right metrics !
•" Translate online activity into ROI!
9!
Social Media Strategy ©Spur Interactive 2009!
Online Marketing for Medical Tourism ©Spur Interactive 2009!

Online Resources for Medical Tourism Marketers!
Other presentations you may find useful:!
!" Presentation: “Business Case for Social Media”
http://bit.ly/lEB4b !
!" Presentation: “Online Demand Generation: Strategy and
Tactics”: http://bit.ly/XUp4c !
!" Presentation: “Online Marketing Strategy and Metrics”
http://bit.ly/4q8IFX !
!" Article: “Social Media: Killer App for Professional Services”
http://bit.ly/XUp4c !
Online Marketing for Medical Tourism ©Spur Interactive 2009!
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To Recap…!
Medical Tourism is hot… but also very competitive. !
Online is not the only way to market… but it is the most
effective! !
Success requires a strategic, integrated approach (measure
twice, cut once).!
Let’s stay in touch!!
!" Check out our blog http://blog.spurinteractive.com !
!" Connect with me on:!
"" Twitter: @stevelatham!
"" Facebook: slatham!
"" LinkedIn: stevelatham!
Online Marketing for Medical Tourism ©Spur Interactive 2009!
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About the Presenter!
Steve Latham is the founder and CEO of Spur Interactive, a strategic interactive
marketing agency. In this role, Steve has planned and managed successful
campaigns for global brands such as Continental Airlines, FedEx Kinko's and
ConocoPhillips as well as health care marketers such as The Scooter Store,
Memorial Hermann Health System, eCardio and Lasik Vision Institute. In the realm
of social media, Steve has extensive experience in developing and executing
social media strategies that produce measurable business value. !
Steve is an accomplished industry lecturer and thought leader. Steve’s speaks
frequently at industry events including Search Engine Strategies, Online Marketing
Summit and Interactive Strategies. Steve’s articles have been published by
MediaPost, Online Media Daily, iMedia Connection, Marketing News and
Bizjournals.com to name a few. Steve has been quoted in B2B Magazine, PR
Week, Fortune and CNN.com.!
Steve received an MBA from Harvard Business School and a BBA from the
University of Oklahoma. You can read Steve’s articles at blog.spurinteractive.com
and at OnlineMarketingConnect.com. !
! !facebook.com/slatham!
! !@stevelatham "
! !www.linkedin.com/in/stevelatham!
Online Marketing for Medical Tourism ©Spur Interactive 2009!
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About Spur Interactive!
Strategic Interactive Agency ! Full Service Approach !
•" Lead generation ! •" Strategies !
•" Customer cultivation ! •" Creative !
•" Brand building! •" Media !
•" ROI measurement! •" Analytical Insights !
Uniquely Positioned: Advisor and Implementer!
! !Planning # Execution # Measurement # Optimization!
Thought leaders in online marketing and digital media:!
!" Integrated campaign planning and execution!
!" Understanding the roles and impact of online media !
!" Pioneers in engagement analysis: looking beyond the last click !
Track record of successful programs!
!" 7+ years of ROI-based successes for leading brands!
Online Marketing for Medical Tourism ©Spur Interactive 2009!
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Spur’s Expertise in Health Care Marketing!
History of success across numerous health categories:!
!" General acute care ! !" Cardiac monitoring!
!" Specialty service lines ! !" Lasik surgery!
!" Bariatric / Lap Band surgery ! !" Hair Replacement !
!" Mobility products! !" Acne and Skin care!
!" Diabetic supplies! !" Cosmetic surgery !
For more information visit SpurHealth.com or email info@spurinteractive.com!
Online Marketing for Medical Tourism ©Spur Interactive 2009!
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