Marketing tools to attract CIS patients
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Marketing tools to attract CIS patients
- 1. Marketing Tools to attract CIS patients to Jordan Anna Popko Live a healthy lifestyle… The Third Regional Conference of The Future of Medical Tourism in Jordan 16-17th June, 2014
- 2. MAP OF RUSSIAN SPEAKING MARKET
- 3. MUSLIM POPULATION IN RUSSIAN SPEAKING COUNTRIES • Uzbekistan is the leader of the rating with 89% of its population. • Russia is the second by the number of Muslims with 15% of the country's population. • Azerbaijan holds the third place with 7 584 311 Muslims that make 93.4%. • Kazakhstan is at the fourth place among CIS-countries by the number of Muslims among its population. There are 7 131 346 Muslims in the country that makes 47% of population. • Tajikistan is the fifth with 6 805 330 Muslims (95% of population.) • Turkmenistan with 4 407 352 of Islam votaries (89%) • Kyrgyzstan with 4 117 024 Muslims (80%) follow it. • 2 million Muslims in Ukraine (population of Ukraine 45 million people). Muslims in Ukraine have 445 communities, 433 ministers, 160 mosques with many more mosques being built • There are over 5,000 registered religious Muslim organizations
- 4. Russian market statistics Russia including Kazakstan and Azerbaidzhan 30 000 to 60 000 patients per year 300 to 500 mln USD cost Ukraine 8 000 patients per year 100 mln USD 60-70 % of them using medical facilitators
- 5. Portrait of XXI century patient • Escapes the “found and bought” method • Require personified approach • Patient has a “need”, not a “want” • Device oriented Digital patient (36 % use phone, tablet website apps, 49 % constantly or from time to time are in social media) • Transit patient • Destination patient
- 6. Portrait of XXI century patient Previously decision based on - relatives/friends - Doctor - TA and TO Today decision based on -relatives/friends - Doctor - TA and TO - Social media - Internet - Brand
- 7. Patient's perception for treatment abroad • Visa requirements • Way to get the destination • Brand of safety and affordability • Perception of Middle East country • Language barrier • Religion
- 8. Creating a strong positioning • Quality medical care at reduced costs • Safe patient travel • Affordable healthcare destination • Destination to be combined for all family members – and it’s a strong advantage
- 9. Create a strong Brand How many health destinations worldwide?
- 10. Create a strong Brand How many hospitals worldwide?
- 11. Create a strong Brand How many compete directly with you?
- 12. Ways to give a call • Jordan healthcare Brand promotion • Individual hospitals positioning • Unique Health Image • Educational goal
- 13. Give a patient Strong brand – built a strong brand strategy
- 14. Start from the inside your brand promotion Patient respond to ACTIONS, so you have to find the way for this action to happen
- 15. Your clients- First time buyers • Put yourself in their shoes • No second chance for first impression • Not only listen, but hear them and make them know you, feel you, experience you
- 16. Build Brand via Your own web site
- 17. Build Brand via Social Media Marketing & Blogging
- 20. Build Brand via Travel agents and facilitators, medical concierge companies
- 21. Build Brand via Medical centers and physicians
- 24. Build Brand via Local Representative office and information centre
- 26. PROMOTE – EDUCATE - SELL Be an icon in the healthy lifestyle of your patient