Medical Tourism Marketing Mix

MEDICAL TOURISM MARKETING MIX
By Anil Bankar, ICRI, Mumbai.

WHAT IS MARKETING
 Marketing is managing profitable customer relationship. The aim of
marketing is to create value for customers and to capture value in
return.
 Marketing is the social and managerial process by which individuals

and organizations obtain what they need and want through creating
and exchanging value with others.
MARKETING PROCESS
 Marketing as the process by which companies create value for
customers and build strong customer relationship in order to capture
value from customers in return.
MARKETING PROCESS
Understand the marketplace and customer needs and
wants
Design a customer – driven marketing strategy
Construct an integrated marketing program that delivers superior

value
Build profitable relationship and create customer delight
Capture value from customers to create profits and customer equity

 Need : The most basic concept underlying
marketing is that of human needs.
- Esteem need for Prestige's, recognition and fame
When need is not satisfied ?

1. Look for an object that will satisfy their needs
2. Tyr to reduce the need

 Want : The second basic concept of marketing
is of human wants.
- Wants are described in terms of

objective that will satisfy needs
Demand : People have almost unlimited want but
limited resources.
They choose Products that produce the most

satisfaction for their money,
 If marketers do good job of identifying
- Consumer needs.
- Developing a good product
- Pricing
- Distributing
Promoting it effectively, the result will be attractive

products and satisfied customers.
MARKETING MIX
 The Marketing Mix is the set of controllable, tactical

marketing tools that the firm blends to produce the
response it want in the target market.
 The Marketing Mix consists of everything the firm

can do influence the demand for its product
 Selling and Advertising are the only two Marketing
functions.
 Advertising and Sales are components of the

promotional element of the Marketing Mix
 Marketing Mix include Product, Price, and

distribution
 Marketing also includes Research, Information

System an Planning.
 PRODUCT:
Product anything that can be offered to market attention, acquisition,
use or consumption that might satisfy a want or need.
 SERVICE :
Any activity or benefit that one party can offer to another that is
essentially intangible and does not result in the ownership.
MARKETING MIX
04 P’S 04 C’S
PRODUCT PRICE CUSTOMER CUSTOMER

SOLUTION COST
PLACE PROMOTION
CONVENIENCE COMMUNICATION
 Product : The goods and services combination the
company offers to the target market
 Prices : The amount of money customers have

to pay obtain the product
 Place : Place includes company activates that

make the product available to target consumers.
 Promotion : Promotion means activities that

communicate the merits of the product and
persuade target customer to buy it.
 Customer Value :
Customer Value difference between the benefit the
customer gain from owing and / or using a product
and the cost of obtaining the product.
- One biggest challenges for Management is to

increase the Value of their Product for their target
market.
- Managers must know their customers and

understand what creates value for them.
TOURISM
05 A’S 04 C’S
Attractions Access
Curiosity Courtesy
Accommodation Amenities
Cleanliness Culture
Activities
TOURISM MARKETING
 Tourism marketing is defined in a number of ways.
1. It is defined as the “systematic and coordinated

efforts exerted by the National Tourist Organizations
and / or the tourist enterprises at international and
local levels to optimize the satisfaction of
tourists, groups and individuals, in view of the
sustained tourism growth”
 2. According to Krippendrof, J. marketing in tourism
means “systematic and coordinated execution of
business policy by tourist undertaking whether
private or state owned at local, regional, national or
international level to achieve the optimal satisfaction
of the needs of identifiable consumer groups, and in
doing so to achieve an appropriate return
SPECIAL FEATURES OF TOURISM MARKETING
 Tourism is an Intangible , Non Material Product
 Production and Consumption of Tourist Serives are

Closely Interrelated
 Multiplicity of Producers
 Highly Unstable Demand
 Motivations
MARKETING IN MEDICAL TOURISM
 Target your activities
There are many hospitals, clinics and medical
tourism operators out there who don’t have a
clearly defined service strategy.
 What service am I selling, into what markets and to
what demographics? Now is the time to think this
through, and identify very clearly your market niche.
MAXIMIZE YOUR RETURN ON MARKETING
INVESTMENT
 Measure your return on investment on all

marketing activities. And invest in those that
deliver results:
 Invest in the web, because it’s the one area
of marketing expenditure where you can
measure your return and control your
budget easily.
 Use PR. It’s a low cost and effective way of
promoting your services to patients in other
countries. (Become a Treatment Abroad client and
we’ll give you our free guide to generating PR
coverage!)
 Take advantage of free web promotion. Send your

news articles to Treatment Abroad (it’s a Google
approved news feed for medical tourism – your
news story will get indexed by Google within the
hour, if published).
IMPROVE YOUR CONVERSION RATE
 Turn more web enquiries and leads into paying
patients and customers.
 If someone has bothered to complete an enquiry
form for your service, then they have probably done
the same for some of your competitors.
 Respond faster, and respond better with an
informative, personalised and high quality
response. (Become a Treatment Abroad client and
we’ll give you our free guide to enquiry
management!)
GENERATE REFERRAL BUSINESS
 Past patients are the one of the best sources of
future patients. 20% of medical tourists who travel
for treatment have been recommended by a friend
or relative.
 Give a “Recommend a friend” discount voucher that
your past patients can give to a friend or relative.
 Generate word of mouth recommendations by
encouraging patients to contribute to reviews sites
such as Medical Tourism Ratings and Reviews.
BE BRAVE!
 Don’t cut back your marketing budget. In a
recession, the strong survive. Use the opportunity
to take market share from competitors who are less
well equipped, and ill prepared to deal with a
downturn.
 Don’t cut your prices because you think it will bring
you more business. Think about where you can add
value to your service offering to give yourself a
competitive edge and concentrate on customer
service and service quality.
 Put the above into practice. Then, whether we see
an upturn or a downturn.... you'll be on the winning
side!
THANKS

Medical Tourism Marketing Mix

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MEDICAL TOURISM MARKETING MIX

By Anil Bankar, ICRI, Mumbai.

 Marketing is the social and managerial process by which individuals

Design a customer – driven marketing strategy

Construct an integrated marketing program that delivers superior

Build profitable relationship and create customer delight

Capture value from customers to create profits and customer equity

- Esteem need for Prestige's, recognition and fame

When need is not satisfied ?

2. Tyr to reduce the need

- Wants are described in terms of

They choose Products that produce the most

Promoting it effectively, the result will be attractive

 The Marketing Mix is the set of controllable, tactical

 The Marketing Mix consists of everything the firm

 Advertising and Sales are components of the

 Marketing Mix include Product, Price, and

 Marketing also includes Research, Information

PRODUCT PRICE CUSTOMER CUSTOMER

 Prices : The amount of money customers have

 Place : Place includes company activates that

 Promotion : Promotion means activities that

- One biggest challenges for Management is to

- Managers must know their customers and

1. It is defined as the “systematic and coordinated

 Production and Consumption of Tourist Serives are

 Highly Unstable Demand

 Measure your return on investment on all

 Take advantage of free web promotion. Send your

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