Marketing to the American Medical Tourist


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Reach the American Medical Tourist and watch your medical tourism business grow! Patrick Goodness, CEO of The Goodness Company, is recognized as one of the top marketing professionals in the medical travel industry. We hope you'll find this presentation useful for marketing to the American Medical Tourist.

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Marketing to the American Medical Tourist

  1. 1. Marketing to the American Medical Tourist Presented by: Patrick Goodness, CEO THE GOODNESS COMPANY: Medical Tourism Marketing Web Development Public Relations Social Media Management
  2. 2. Ancient History of Medical Tourism <ul><ul><li>The ancient Greeks believed that Asclepius, </li></ul></ul><ul><ul><li>the god of healing, looked with favor on patients </li></ul></ul><ul><ul><li>that traveled to Epidaurus. Patients would travel </li></ul></ul><ul><ul><li>from all over the Mediterranean to Epidaurus for </li></ul></ul><ul><ul><li>medical treatment, making it the first medical </li></ul></ul><ul><ul><li>tourism destination! </li></ul></ul>WWW.GOODNESSCOMPANY.COM
  3. 3. The American Medical Tourism Market <ul><ul><li>2009-2010: Approximately 500,000 Americans traveled abroad for health care services. </li></ul></ul><ul><ul><li>Currently estimated at $40 Billion, the medical tourism industry is expected to reach $100 billion in 2012. </li></ul></ul><ul><ul><li>In Canada alone an estimated 875,000 people are waiting for surgery or some other procedure. Approximately 300,000 will travel abroad for some form of healthcare procedure. </li></ul></ul><ul><ul><li>That’s 800,000 to 1.6 Million predisposed potential medical tourism customers. </li></ul></ul><ul><ul><li>Today’s aging population is driven by affluent, computer savvy “b a by boomers” who will travel any distance to access healthcare that will MAXIMIZE their quality of life! </li></ul></ul><ul><ul><li>The future of medical tourism looks very bright! </li></ul></ul>WWW.GOODNESSCOMPANY.COM
  4. 4. Growth of Medical Tourism from US Consumers <ul><li>Trends to Drive Increased Medical </li></ul><ul><li>Tourism: </li></ul><ul><ul><ul><li>Large Numbers of Uninsured Americans </li></ul></ul></ul><ul><ul><ul><li>Dramatic changes in American healthcare </li></ul></ul></ul><ul><ul><ul><li>Baby Boomers - The largest demographic segment in human history. </li></ul></ul></ul>WWW.GOODNESSCOMPANY.COM
  5. 5. The Key to Growth is Education <ul><li>People cannot choose what they do not know or understand. </li></ul><ul><li>We must do a better job of educating potential customers about the freedom, affordability and incredible quality of our healthcare services. </li></ul><ul><li>When we succeed in better educating our customer base, we multiply our target market and can transform tens and hundreds of millions of North Americans into potential medical tourism customers. </li></ul>WWW.GOODNESSCOMPANY.COM
  6. 6. The American Consumer: How to Reach Them & How to Communicate with Them <ul><li>Targeting your Ideal Customer: </li></ul><ul><ul><ul><li>Geographics </li></ul></ul></ul><ul><ul><ul><li>Demographics </li></ul></ul></ul><ul><ul><ul><li>Psychographics </li></ul></ul></ul>WWW.GOODNESSCOMPANY.COM
  7. 7. Messaging to Educate, Establish Credibility and Differentiate <ul><li>EDUCATION: Make Customers Predisposed to Say “ YE S!” </li></ul><ul><li>ESTABLISHING CREDIBILITY: Become a source of reliable information & your clients will follow you. </li></ul><ul><li>DIFFERENTIATION: What makes you Different & Better? It’s not enough to be different. You need to appear better! </li></ul>WWW.GOODNESSCOMPANY.COM
  8. 8. Messaging to Educate, Establish Credibility and Differentiate <ul><li>Who is your target customer? </li></ul><ul><li>What is important to them? </li></ul><ul><li>What do they truly need? </li></ul><ul><li>What do they need to understand about your business to help them say “YES”? </li></ul>WWW.GOODNESSCOMPANY.COM
  9. 9. Web Site Marketing: How to Sell To American Consumers <ul><li>No Web Site = You Don’t Exist </li></ul><ul><li>Proper English Translation is CRITICAL </li></ul><ul><li>Your web site is the most important marketing tool you will ever create. </li></ul><ul><li>Hire marketing professionals to develop a web site that is well positioned, properly designed, with proper grammar and built to generate sales. </li></ul>WWW.GOODNESSCOMPANY.COM
  10. 10. Interesting Internet Facts: <ul><li>75% of Internet users will conduct health research online. </li></ul><ul><li>12% of Internet users will visit a health-related site today. </li></ul><ul><li>88% of All Professionals conduct research online prior to purchase. </li></ul><ul><li>The Internet will become the dominant global advertising media vehicle by 2012. </li></ul><ul><li>75% of Internet users with a chronic health condition reported that “online research” influenced their treatment decision. </li></ul><ul><li>In the US, time spent online represents 33% of all media consumption… greater than television, radio and print! </li></ul><ul><li>85% of 30-50 year olds and 51% of 65-75 year olds use the internet regularly . </li></ul>WWW.GOODNESSCOMPANY.COM
  11. 11. How Do You Use Your Web Site to Sell to Americans? <ul><li>Look Credible: Strong Branding </li></ul><ul><li>KIS: Keep It Simple </li></ul><ul><li>The goal of your website is to communicate effectively and to guide a potential customer to a sale. Make it simple for them to understand the following: </li></ul><ul><li>• What You Do. </li></ul><ul><li>• Why You Are Better (Differentiation) </li></ul><ul><li>• Why and How They Can Contact you QUICKLY! </li></ul>WWW.GOODNESSCOMPANY.COM
  12. 12. How Do You Use Your Web Site to Sell to Americans? <ul><li>Make It Easy to Use </li></ul><ul><li>Americans are generally patient people, but they are very impatient online. </li></ul><ul><li>Tips for an easy to use site: </li></ul><ul><li>1. Good photos – Minimal Copy </li></ul><ul><li>2. Easy to navigate </li></ul><ul><li>3. 2-3 Clicks Rule </li></ul><ul><li>4. No dead links </li></ul>WWW.GOODNESSCOMPANY.COM
  13. 13. How Do You Use Your Web Site to Sell to Americans? <ul><li>Ask for the Sale </li></ul><ul><li>Americans generally appreciate a direct, but not pushy approach to business. </li></ul><ul><li>You want their business. Tell them. </li></ul><ul><li>Differentiate why you are better for them. </li></ul><ul><li>Respond quickly. </li></ul>WWW.GOODNESSCOMPANY.COM
  14. 14. SEO & Key Words <ul><li>American customers use certain words and phrases to search for products and services. </li></ul><ul><li>The more you know about using these words and phrases, the greater your chances of them finding your web site. </li></ul><ul><li>Good search engine rankings take time, patience and money. </li></ul><ul><li>Be reasonable with your expectations. </li></ul><ul><li>Don’t rely on search engines alone! </li></ul>WWW.GOODNESSCOMPANY.COM
  15. 15. Content Marketing: It’s All About Credibility <ul><li>Provide Credible, Well-Written Online Content. </li></ul><ul><li>Quality Content Helps Building Trust-Based Relationships </li></ul><ul><li>Deliver credible, reliable content & drive a constant stream of customers to your web site. </li></ul><ul><li>Create familiarity & offer value without cost. </li></ul>WWW.GOODNESSCOMPANY.COM
  16. 16. Public Relations Marketing: The Power of Media Publicity <ul><li>Word of mouth referrals = </li></ul><ul><li>Top source for new business development </li></ul><ul><li>Nothing drives word of mouth referrals with </li></ul><ul><li>greater power than positive public relations. </li></ul><ul><ul><li>Customer testimonials on your website </li></ul></ul><ul><ul><li>Positive comments on your Facebook page </li></ul></ul><ul><ul><li>Well-written press releases distributed to local, national and international media vehicles. </li></ul></ul>WWW.GOODNESSCOMPANY.COM
  17. 17. Public Relations Marketing: The Power of Media Publicity <ul><li>There is always </li></ul><ul><li>a story to tell. </li></ul>WWW.GOODNESSCOMPANY.COM
  18. 18. Public Relations Marketing: The Power of Media Publicity <ul><li>Consistent, well-written, persuasive public relations will deliver more results, for less than paid advertising. </li></ul><ul><li>Hire a Professional Public Relations Firm = Best Investment Your Company Will Make </li></ul>WWW.GOODNESSCOMPANY.COM
  19. 19. Social Media Management: Facebook, Twitter & LinkedIn Basics <ul><li>Social Media Marketing: Statistics </li></ul><ul><li>85% of 30-50 year olds are active social media users </li></ul><ul><li>51% of 65-75 year olds are active social media users </li></ul><ul><li>60% of Facebook fans & 79% of Twitter followers are likely to recommend brands they support via social media. </li></ul><ul><li>51% of Facebook fans & 67% of Twitter followers are likely to buy from the companies they support via social media. </li></ul>WWW.GOODNESSCOMPANY.COM
  20. 20. Social Media Management: Facebook, Twitter & LinkedIn Basics <ul><li>Social Media Marketing = </li></ul><ul><li>Traditional Networking on Steroids </li></ul>WWW.GOODNESSCOMPANY.COM
  21. 21. Social Media Management: Social Media Tips <ul><li>Create Strong Network of Fans & Followers </li></ul><ul><li>Demonstrate clear value for followers & fans to support your business. </li></ul><ul><li>Offer valuable information and clear benefits for their support. </li></ul><ul><li>Be Constant and Consistent in Your Communications </li></ul><ul><li>Keep it Interesting. Bored Followers will Stop Following! </li></ul><ul><li>If you cannot manage your Social Media… Hire a Social Media Management Company. </li></ul>WWW.GOODNESSCOMPANY.COM
  22. 22. Successful U.S. Marketing <ul><li>Be A Leader! </li></ul><ul><li>Success and rewards go to the risk-takers…the pioneers…the true leaders. </li></ul><ul><li>Don’t be afraid to make mistakes. </li></ul><ul><li>Create a Marketing Plan – Follow It </li></ul><ul><li>Hire a Professional Marketing Consultant </li></ul>WWW.GOODNESSCOMPANY.COM
  23. 23. Key Marketing Tools to Reach Americans <ul><li>BRAND: Be clear about who you are & what you offer. </li></ul><ul><li>WEB SITE: Positive. Great content. Include testimonials. </li></ul><ul><li>BROCHURES: What is your follow-up? </li></ul><ul><li>US LOCAL LINE OR TOLL FREE LINE: Make It Easy to Communicate! </li></ul><ul><li>ENGLISH SPEAKING REPRESENTATIVE: Commitment to Earning American Business </li></ul>WWW.GOODNESSCOMPANY.COM
  24. 24. Key Marketing Tools to Reach Americans <ul><li>PUBLIC RELATIONS: Generate Interest & Drive Web Traffic </li></ul><ul><li>SOCIAL MEDIA MARKETING: Be Creative. Offer Real Value. Be Consistent. </li></ul><ul><li>RELATIONSHIPS: Travel Agents – Partner for Referrals. </li></ul>WWW.GOODNESSCOMPANY.COM
  25. 25. About The Goodness Company <ul><li>Patrick Goodness, CEO </li></ul><ul><li>THE GOODNESS COMPANY: Medical Tourism Marketing, Web Development, Public Relations, Social Media Management </li></ul><ul><li>________________________________________ </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>US: 715-254-0711 & 312-205-6424 </li></ul><ul><li>Costa Rica: 506-2588-0013 </li></ul>WWW.GOODNESSCOMPANY.COM