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Healthcare Relationship Marketing: Leveraging The Need to Belong

Healthcare Relationship Marketing Lecture at the 2014 El Salvador Medical Congress by Patrick Goodness CEO of The Goodness Company

The Goodness Company

on 12 June 2014

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Transcript of Healthcare Relationship Marketing: Leveraging The Need to Belong

Healthcare Relationship Marketing:
Leveraging The Need to Belong

Patrick Goodness, CEO
The Goodness Company: Medical Tourism Marketing

Medical Tourism

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:
Industry Influentials
(Majority of Spending)
End User Consumer
(Almost Nothing!)
This Strategy Emphasizes
Reaching a Small Market of
Critical Buyers & Insurers
Where the
Medical Tourism Industry
SHOULD be Marketing:
The Consumer!
in Medical Tourism,
You Must Market to the
Patients/Consumers are playing
a more active role
in personal health management.
Primary Market #1:
More than 52 Million
Uninsured Americans!
52 Million Americans
NEED Affordable Healthcare!
They are
for Medical Tourism.
Primary Market #2:
Cosmetic Dentistry/Plastic Surgery/
Bariatric Treatments/Fertility Treatments
are the Most Popular
Medical Tourism Procedures
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.
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
Safety & Security
Need to Belong
is a feeling
we have when those around us
share our values and beliefs.
When we

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

Relationship Marketing?

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 English Grammar
& Spelling
Welcome People with Warmth,
Sincerity & Humor (if possible)
Include Photos of Smiling Doctors,
Staff, Facilitators, Customer Service
Have Valuable Content
(Patient Experience, Procedures, Pricing etc)
Failure to Connect
with Your Website =
Failure to Connect
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
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
Patrick Goodness, CEO
The Goodness Company: Medical Tourism Marketing
To Succeed in Medical Tourism…
You Must Deliver
a Relationship Experience.
Full transcript