Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

How Your Healthcare Practice Can Target, Attract and Grow the Burgeoning International Patient Market

Patrick Goodness, CEO of The Goodness Company: Global Healthcare Marketing
by

The Goodness Company

on 19 November 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of How Your Healthcare Practice Can Target, Attract and Grow the Burgeoning International Patient Market


LOW PRICES

some Decisions.
How Your Healthcare Practice
Can Target, Attract and
Grow the Burgeoning
International Patient Market:

Patrick Goodness, CEO of The Goodness Company: Global Healthcare Marketing
How to Attract

Patients!
International
The first question isn’t how to
attract international patients…


to attract international patients.
but WHY
More than half of U.S. hospitals with formal programs that cater to international patients saw demand grow between 2009 and 2011.
(Modern Healthcare Magazine March 14, 2013)
A 2012 survey by the U.S. Cooperative for International Programs of 30 hospitals with dedicated resources to assist patients from abroad found volume grew at more than half of programs, including roughly a half-dozen with volume growth of more than 15%.
(U.S. Cooperative for International Programs: 2012)
The mean charges—or amount billed—
for international patients in
2010 was $69,771
compared with $33,079 for all patients.
(U.S. Cooperative for International Programs: 2012)
Discounts negotiated off the charges are typically smaller for international than domestic patients.
Tricia Johnson, Rush University's Rush Center for the Advancement of Healthcare Value)
Medical Tourism Represents
a Strong Growth Market


for Las Vegas.
Opportunity
How to Attract


Patients?
International
Let’s Start with
Branding
The Las Vegas
Brand
Proposition
All of us in the room have
one thing in common.

Las Vegas is our home.
How Does The World
Perceive Las Vegas?
The Gambling Capital of the World
The Entertainment Capital of the World
Convention Capital of the World
Sin City
The City of Second Chances
The Wedding Capital of the World

And Coming Soon…
Capital of the World?
Medical Tourism
How do we get there?
First…
What kind of healthcare and medical tourism brand do we want for Las Vegas?
City of World-Class Specialists
(No mention of affordable pricing)
?
America’s Affordable Healthcare City?
(Focus on Affordability)
?
Great Healthcare.
Great Prices.
Great Times.
?
As a city, Las Vegas must:
Develop a Strong Global Branding Position for Medical Tourism
Branding May Leverage Current Brand Attributes, but must create a distinctive new brand as an
International Healthcare Destination
New Brand Must Reflect Healthcare Market Strengths and Shared Medical Community Goals
Each Healthcare Organization
Adopt the
City Brand and Promote it.
Must:
Develop Unique Organizational Branding that Supports the
Las Vegas City
Branding
Develop a Platform of


Doctors that Validates Las Vegas as a Leading Healthcare City.
SUPERSTAR
Strong Healthcare Brand?
Carl Jung

He who looks outside -

He who looks inside –
dreams.

awakens
.
How to Create a
Know Who
You Are:

Before we can tell others who we are…and why that matters… we must first know who we are.
What Makes Us


What Makes Us
Different?
Better?
Perception is
Everything.
How do we want to be perceived?
Perception of a product, service, experience or organization.
Perception = Brand
Your Brand is Your
Promise
A Bit of
History…
The word ‘brand’ comes
from the ancient Norse
word ‘brandr’, meaning ‘burnt’. The term was
used to describe how
the Etruscans, Greeks
and Romans marked
their pottery.
In time, the brand on their pottery became synonymous with the quality of the pottery itself.
Good Quality Pottery =


Poor Quality Pottery =
Poor Brand
Good Brand
Your Brand is Your Statement of Purpose and Intent –
It Must Resonate with Consistency, Clarity & Truth
Your Brand is the Perception of your:
1. Products & Services
2. Culture
3. Reputation
The best brands are genuine reflections of business ideals and experiences.
The worst
brands are
empty promises.
What Should Your


Accomplish?
Healthcare Brand
It should help patients accomplish the



of Decision Making
3 C’s

Healthcare Branding should
help patients make
Clear, Concise and
Confident Decisions
You Establish Your
Brand by Building
TRUST.
But…
before we get to TRUST…we must understand the basics of…
Healthcare Relationship
Marketing
Leveraging the Need to Belong
Medical Tourism
Marketing
Overview
Hospitals/Medical Clinics/
Cosmetic Surgery Centers/
Private Practices/Dental Centers

All Share One Common Goal
To Increase Sales & Profits
through Medical Tourism
Shared Goal:
Current Marketing Strategies
for Most
Medical Tourism Hospitals/Clinics/Clusters
Where the
Medical Tourism Industry
is Marketing:
Insurers/Brokers/Facilitators/
Industry Influentials
(Majority of Spending)
End User Consumer
(Almost Nothing!)
This Strategy Emphasizes
Reaching a Small Market of
Critical Buyers & Insurers
The Consumer!
To
Succeed
in Medical Tourism,
You Must Market to the
Consumer!
Patients/Consumers are playing
a more active role
in personal health management.
Market #1:
More than 45 Million
Uninsured Americans!
45 Million Americans
NEED Affordable Healthcare!
They are
PREDISPOSED
for Medical Tourism.
Market #2:
Cosmetic Dentistry/Plastic Surgery/
Bariatric Treatments/Fertility Treatments
Dental/Cosmetic/Bariatric
are the Most Popular
Medical Tourism Procedures
Why?
High Proven Success Rate.
Minimally Invasive.
Minimal Risk.
Easy Travel.
Dental/Plastic Surgery/
Bariatric/Fertility Treatments
Are Not Covered By Insurance!!
The Importance of
Brand Leveraging/
Brand Extensions
Using the strength of your brand to
generate credibility and trust for
new products and services.
Hospital System X has a strong medical tourism program offering basic plastic surgery. With success comes credibility. By leveraging the success in basic plastic surgery, Hospital X can promote advanced plastic surgery.

With success, Hospital X can offer knee surgery, hip surgery, kidney surgery and even heart surgery with greater levels of customer confidence and improved sales success.
Brand
Extension
Example:
RELATIONSHIP
Bottom Line:
The Need for Profit
Drives All Business Decisions.
Better Relationships =
Increased Profits
What is the
Strongest Human
Emotional Need?
The Need to Belong
Physiological Needs
(Thirst/Hunger/Shelter)
Safety & Security
Need to Belong
“Belonging”
is a feeling
we have when those around us share our values and beliefs.
When we
BELONG

we Feel Connected & Safe
Relationship Marketing
is about Making People
Feel Like They Belong
What is Brand Leveraging/
Brand Extension?
Marketing
How Do We Achieve
SUCCESSFUL

Relationship Marketing?
Approachable

BRANDING
People Do Business
with People
They Like.
Your Job?
Get Prospective
Customers to Like You!
A Website is Your
Core Introduction
Marketing Tool.
What Makes You Different?

What Makes You Better?
Be Clear.
Simple, Easy-to-Use Website with Proper Grammar & Spelling
WEBSITE SHOULD:
Welcome People with Warmth,
Sincerity & Humor (if possible)
WEBSITE SHOULD:
Include Photos of
Smiling Doctors, Staff, Facilitators, Customer Service
WEBSITE SHOULD:
Have Valuable Content
(Patient Experience, Procedures, Pricing etc)
Failure to Connect
with Your Website is a
Failure to Connect
PERIOD.
Review your website.
It is concerned only with sales?
Or does it build relationships?
Social Media
Fulfills The Need
To Connect & Belong
Build a Strong Social Media Base.
Communicate Frequently.
Respond Quickly.
Customer Interactions
via Social Media
Provide an Opportunity
to Demonstrate
Interest in a Relationship.
How Customers Perceive Your Brand on Social Media
will Decide
IF
They Do Business with You!
Video Marketing:
Make it Personal
Video Allows People to See Into Your World.

Make Them Feel Welcome!
The Importance of
Video Marketing
The Power of
Public Relations
Public Relations…
is Story Telling.
Share Stories that Touch
People’s Hearts and
Make Them Believers in
Pursuing a Relationship
With You.
Connect with Customers in a Personal…
Yet Professional Way.
Your Goal?
Communicate Your USP and
Paint a Picture of
Your Customer Experience.
What’s Your
Relationship
Status?
To Succeed in Medical Tourism…
You Must Deliver
a Relationship Experience.
Relationship Marketing at a Glance:
Relationship marketing is about
DEVELOPING RELATIONSHIPS
more than SELLING.
Relationship marketing is about creating a WEB of people that we trust and that trust us.
When you show that you
CARE
about your patient’s health and happiness, they will give you their business.
There are three important words in
Relationship Marketing.
Know.
Like.

Trust.
People will only do business with people they
know, like, and trust.
People will never do business with you if they do not
KNOW you, LIKE you or TRUST you.
That is the essence of
“relationship marketing.”
How do we build our
Know, Like and Trust Factor?
88%
of all potential customers will learn about you online.
For your customers to KNOW you…
you must exist online.
Let’s assume potential patients can FIND you.
How do we get them to
KNOW
you?
Would you trust a complete stranger to care for your health?

Would you purchase health services for you or your loved ones from an unknown website?

Would you let a doctor perform surgery on you if you have never heard of or seen this doctor before?
NO.
Of Course Not!
Thanks to internet technology, we can learn about
the person or company
behind our purchases.
Ask yourself…
when people come to my website…

Are They Able to
KNOW
My Company?
Knowledge
is
Power.
When you help customers
KNOW
you, you give them the POWER to say YES!
Think about the way you want your customers to
KNOW
you and PERCEIVE you.
This is Your
When your customers
KNOW
your brand, you have accomplished the first step of relationship marketing.
If your customers never
KNOW
or RECOGNIZE your BRAND…
they will never LIKE or TRUST Your BRAND.
The Difficult Truth:
COLOMBIA is losing customers because it has not built a Global Medical Tourism Brand among American and Canadian Customers.
Trade shows and medical tourism events are a good start…
But trade shows represent or significantly impact less than 1/1000% of the total potential market.
Few international hospitals, clinics and other international medical providers have established brands within the North American market.
Many hospitals, medical clinics and dental clinics have websites that are written in poor English. This creates a lack of confidence…and a lack of
TRUST.
Consumer Branding
is the first step to
Relationship Marketing.
How to get your Patients to
LIKE
You?
Give your patients a reason to say



and get them talking to their friends.
"WOW"
LISTEN
It’s easy to make “1” sale.
The key to success is making multiple sales over the patient’s lifetime.

This requires
LISTENING.
Example: Free Wi-Fi in Starbucks was a suggestion from customers.



Today, Starbucks is always packed with customers who know they can conduct business AND get great coffee.
Starbucks
LISTENED.
On the other hand, Borders did not LISTEN.
The company did not make necessary changes.

Borders has disappeared.
Stand Out:
Be Different
Be Better
Online Relationship Marketing Strategies
VIBRANT
V
= Video
I
= Information Marketing
B
= Blogging
R
= Relationship Marketing
A
= Article Marketing
N
= Networking
T
= Telephone Calls
V is for Video

Video allows patients to get to know you. Excellent tool for building trust.
I is for Information Marketing

Share content. Help people learn…
and learn about you.
B is for Blogging

Your blog is where patients will go to learn about you and connect with you.

Good blogs build community and credibility.
Demonstrate your expertise…build trust.
R is for Relationship &
Rave Reviews

Sell them on the benefits of YOU.
Relationship marketing produces fans that will rave about you and refer other patients to you.
A is for Article Marketing

Articles help people Perceive you as an AUTHORITY.

Posting your articles on an article directory, where blog owners and newsletter publishers can publish your articles to their readers.
N is for Networking

Social networking will grow your network & brand recognition.

Set time every week to connect with people via social media.
T is for Telephone Calls

Telephone calls are a great way to reach out to prospective patients on a personal level.
People can hear your voice and feel your enthusiasm.

Telephone calls are a great way to show the human side
of your practice.

IMPORTANT: Purchase a toll-free line for your business.
TRUST
Honesty is essential for TRUST.
Always put honesty above the sale. Patients will value you…
and TRUST you
When you earn their
TRUST,

you will earn their BUSINESS.
When you are interested in Relationships…
Honesty is Crucial.
Make them feel special and important.
This is more important than the results of a procedure!
Your website is a critical marketing tool:
Honest Patient Experience
Put yourself in your patient's shoes
Assess and
honestly communicate
the Patient Experience.
?
BRAND.
Marketing
How to Position Your
Healthcare Facility for


in the International Market!
Success
You Can’t Be Everything to Everybody
Pick One Differentiating Factor-Own It – This is Your
Focus on


Things That Your Organization Does Better Than Anyone Else.
Research the Markets That Value and NEED What You Do Best.
Create Marketing that Communicates Your USP to People that Value Your USP
Demonstrate
NOT Why Your Organization is the Best but...

Why Your Organization is the Best Fit
USP
5
Marketing Should Reflect Common Ground and Common Interests
Basics of Multi-Cultural Marketing…and Why The Details Make the Difference!
Effective Communication is Essential to Success in Medical Tourism
Effective Multi-Cultural
Communication
is More Than Simple Translation
Integrate Your Product or Service into the Belief and Value Systems of Your Target Market
Don’t Assume That You
Understand Diverse Markets
Brazilians are Different from Mexicans are Different from Colombians and on and on…
Research
Let’s Forget About Medical Tourism for a Moment and Discuss the US Domestic Market
Ethnic Minorities Represent


in Buying Power
$2.5 Trillion
More than 90 percent of the U.S. population growth since 2000 is attributed to minorities, many of whom identify as African American or Hispanic.
Appealing to
Ethnic Consumers
is Key to Growth
7 in 10 Minorities
Say that Ethnicity
is Significant Part
of Their Identity
Address These Markets with Unique Targeted Messaging and Earn Their Loyalty
Create Branded Content Based on Their Known Interests
Multi-Cultural
Marketing Tips
Basic
1. Feature Diversity
in Your Advertising

2. Target Key Ethnic Groups:
Advertising Should Reflect
Their Values:
Resist Stereotypes
Invest for Success

Distinguish Your Brand

Build Trust
How to Deliver the
RIGHT
Message to the
RIGHT
Patient at the
RIGHT
Time!
Know Your
Market(s)
Before You Can Create Successful Messaging,
You Need To Know Your Target Market
Research, Research &
More Research
(Ethnic - Geographic – Demographic)
Niche Marketing
Make Sure Your Message Matches Your Market
Marketing Tools
and Media
88%
of all potential customers will learn about you online.
If You Do Not Exist Online…

You Do Not Exist
Your Website Should Speak Directly to Your Target Markets
Don’t Just TRANSLATE
TRANSFORM Your Message to Truly Communicate with Your Target Audience
TRANSCEND
Cultural
Stereotypes
Be Honest. Be Real.

Provide Real Value and Solutions
Content
Marketing
Provide Quality Content that Answers Patient Questions Before They Have a Chance to Ask
Provide Content That
Helps Patients Know,
Like and Trust You
Create Content about the Patient Experience
Medical Tourism Success Requires More Than Error-Free Procedural Outcomes
An Integrated High Quality, Attentive Medical and Hospitality Experience is Critical for Success.
Develop Content
That Communicates
This Experience
Ensure That
the Experience Matches or Exceeds the Promise
Tips & Tactics
for PR Success!

Top 10
What is
Public Relations?
Public Relations is
Storytelling
for Business
EVERYONE HAS
a Story
TO TELL
What is Your
Story?
Goals:
Get Noticed
Positively
Make a
Connection
Before You Start Your
PR Effort:
Know Your
Market
Have Clear Goals
& Expectations
Remember the Basic


for Marketing Success
Three Rules
• Introduction
• Recognition
• Call to Action
TOP 10
Tips & Tactics
for PR Success!
1
Don’t Waste a Journalist’s Time:
If It’s Not News…
Keep It To Yourself
2
Use Strong Visuals: Visuals Make or Break a Story
3
Attach photos and video to story ideas and pitch articles.
4
Names Make News: Use Strong Names to Get Publicity
5
Become a
Reliable Source
Good Content =
Confidence
Confidence =
Opportunity
Focus on Women:
Most publications seek quality editorial for female readers/viewers.
6
Write For Your Audience:
One Size Does Not Fit All
7
Good PR Takes Time & Persistence
Relationship Development
with Media Vehicles
Takes Time
Educate the Media.
Help them to ...
Know.
Like.

Trust.
YOU.
8
Don’t Sell...
Provide Solutions
& Solve Problems
Be Available: Respond Quickly
9
PR AGENCY
1. Strong Media Relationships
2. Perspective
3. Experience
Benefits:
Prepare for
Prepare Your Company with Preemptive Positive Publicity
Most Important Rule
of Public Relations:
Perception
is Everything
What Patients


is What They Believe.
SEE
Failure:

You Cannot Stop
Negative News
1
Hire a
Public Relations Agency
0
What They


is What They Remember.
BELIEVE
What They Remember
About You...
Becomes WHO YOU ARE!
International
Partnerships

Develop a Global
Medical Referral Network
Partner with
Leading
Facilitators
Medical Tourism is an
Emerging Industry.
Winning Requires Investment
HUGE Potential…
No Overnight Success Stories
Marketing Investment:
Minimum 2-5 Years.
Choose a Global
Marketing Partner
Experience
Matters.
www.GoodnessHealthcareMarketing.com
312-205-6424
Full transcript