The document provides an overview of the Saudi Arabia healthcare market. It discusses: 1) The historical development of the healthcare system since the 1920s and the establishment of the Ministry of Health in 1951. 2) Key facts about the current Saudi healthcare market, including that the polyclinic sector dominates and MOH hospitals account for 65% of hospitals. Imported medical devices account for 80% of the market. 3) Future projections for the healthcare sector in Saudi Arabia, including plans outlined in the Saudi Vision 2030 to privatize the system and attract more international players and insurance companies.

3. HealthCare Marketing
Wael Eissa
Marketing and Public Relation
Manager, FutureLab

4. Saudi Arabia Healthcare Market
Introduction
 Historical Overview
- 2 Hospitals 1926 ( Ajyad and Bab Sherif )
- MOH 1951 ( 11 Hospital and 25 Dispensaries )
- First real development plan 1970
- Private Healthcare provider Expansion 1990 ( almost 20% by the
end of 2000)

5. Saudi Arabia Healthcare Market
Introduction
 Current Look
- CAGR of 10% 2009-2014 with revenue 83.9 billion during 2014
- Polyclinic sector dominate the market with 45.6% and 4250 PC in
2014
- MOH hospitals dominate the market of hospitals accounted for 65%
of hospitals in KSA
- 80% of medical devices supplied by import and GMC has accounted
for 40% market share of sizable revenue
- pharmaceutical market

6. Saudi Arabia Healthcare Market
Introduction
Current Look
- in 2014 Saudi Arabia had 2.2 bed /1000 patients while global average
is 3 bed/ 1000 patient and 5.5 bed /1000 patients in well developed
countries
- Healthcare projected to CAGR of 9% next 5 years

7. Saudi Arabia Healthcare Market
Introduction
Future Look
- 2030 Saudi Vision
- Privatization
- International players
- Insurance

8. HealthCare Marketing
Definition 1: Health Marketing is creating, communicating,
and delivering health information and interventions using
customer-centered and science-based strategies to protect
and promote the health of diverse populations (CDC, 2005).
Definition 2:Health marketing is a new approach to public
health that applies traditional marketing, principles and
theories alongside science-based strategies to prevention,
health promotion and health protection

9. HealthCare Marketing
 Health Marketing is:
- A multidisciplinary practice that promotes the use of marketing research to
educate, motivate and inform the public on health messages
- An integration of the traditional marketing field with public health research,
theory and practice
- A complex framework that provides guidance for designing health
interventions, campaigns, communications, and research projects
- A broad range of strategies and techniques that can be used to create
synergy among public health research, communication messages and health
behaviors.

10. National Healthcare Trends
1-There will be a continued shift to provide care in an outpatient setting
-Hospital outpatient volumes expected to grow 17%/ 5 years
2- Increasing growth of sub-acute care market (e.g. home health)
- Demographic trends and compelling cost-saving opportunities are driving
strong demand for home health
- TeleHealth to grow 20-50% annually through 2018
3- Do-it –yourself healthcare on the rise (wearable health devices, mobile apps
and virtual visits)
4- Specialized hospital and one day surgery hospital in continues growth

11. HealthCare Marketing Strategy

12. Healthcare Marketing Today
 Healthcare marketing goes well beyond advertising and sales, and is
considered an essential business function where strategy is the driver of a
data-driven roadmap impacting the future direction of healthcare.
• Builds awareness
• Enhances visibility and image
• Increases prestige
• Attracts medical staff and employees
• Serves as an informational resource
• Influences consumer decision making
• Offsets competitive marketing
• Builds patient volume
• Maintains existing volume

13. Strategic Marketing Planning
•Strategy: your VISION of where you want to go and what you want to be
•Tactics: how you will get there
•Measures: guiding principles
In today’s competitive healthcare environment, a strategic marketing
plan is:
essential to building a successful medical practice. With a focus on
strategy,
properly executed tactics and continual monitoring, a well-executed
strategic
marketing plan is guaranteed to increase patient volume and achieve
a sustainable competitive advantage in the marketplace.

14. Strategy for HealthCare Providers
Steps Insight
Brand
Establish a shared vision of where you want
to go and who you want to be
- Market Leaders
- Insurance Companies
- Community
Assess
Assess your current patient mix versus your
preferred target audience
Age, gender, payer mix, geographic
location, referral source
Analyze
Understand your competitor’s market
advantage
What position do they own in the
market and why
Define
Define your competitive market advantage
Define your position
Unique position that you can or do
own –
how you differentiate your
practice
Identify
Define your competitive market advantage Unique position that you can to
differentiate your practice
Develop
Develop a strategic marketing position State your vision, your target and
your
unique position in the market

15. Insights
Marketing strategy is an essential business function in today’s competitive
healthcare environment:
• Create and align a shared vision for your medical practice
• Define your brand, the core essence of who you are, your personality, what
makes you unique
• Use data to drive your strategy; data provides key insights to develop your
competitive position
• Let your customer be your driving force

16. Key characteristics of good service delivery
Patient Experience
1- Comprehensiveness : preventative, curative, palliative and rehabilitative services
and health promotion activities.
2 - Accessibility: close to the people, with a routine point of entry to the service
network
3 - Coverage: Service delivery is designed so that all people in a defined target population are
covered
4 - Continuity: continuity of care across the network of services, health conditions,
levels of care, and over the life-cycle.
5- Person-centeredness: Services are organized around the person, not the disease or
the financing.
6- Accountability and efficiency: well managed, minimum wastage, accountable for
overall performance and results

17. Patient Journey Mapping
Patient Experience
 Service Line Focus
1- Feeling/ state of Mind (Marketing)
2- Awareness Of Options (Marketing)
3- Influencers (Marketing)
4- Info Gathering Path (Marketing)
5- Point Of Contact (HR, Marketing, Operation)
6- Care Touch Point (HR, Medical Dept., Operation)
7- Insurance (Sales and Marketing, Finance)
8- Medication (Pharmacy, Medical Dept.)
9- Follow Up Care (Customer Service, Medical Dept., Operation)
10 – Post Care Communication (Customer Care, Marketing)

18. Health Care Challenges
Patient Expectations
* Speed of Service
* Personalization
* Transparency
Operational cost in Insurance Era
Crisis Management

19. Uniqueness of Service
1- Intangibility
 Leads consumer to
- Having difficulty in Evaluating services
- placing great emphasis in personal information
- using price as basic for assessing quality
 Management response
- Reducing Service Complexity
- Stressing Tangible Cues
- Facilitating Word of Mouth Recommendation
- Focusing on service quality

20. Uniqueness of Service
2- Inseparability
 Lead customer to
- Being Co-Producer of the service
- Often Being Co-Consumer of service with others
- often having to travel to point of service production
 Management Response
- Management of Producer-Consumer Interaction
- Improve in system delivery system

21. Uniqueness of Service
3- Variability
 Causes of Variability
- Service Produced Live
- No Chance To correct Mistakes reliant of Human Input
- Variable Process Not only Outcomes
 Consequences
- high level of risk for Buyer
- Difficulty in presenting image of consistent quality
 Management Response
- Standardize variability
- continues process assessment
- Continues Staff Training and development
- Educate Customer

22. Uniqueness of Service
4- Perishability
 Causes
- Inability to store service
- Fluctuating Patterns of Demand
 Consequences
- require Just in Time production
- Congestion at peak periods
- Unused capacity at off peak periods
 Management Response
- Using Technology Probably
- Price and Promotion

23. Service Marketing Mix
 4 Ps
 People
 Process
 Physical Evidence

24. Q & A
Thank You