Marketing in Medical tourism.

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

18. Build Brand via
Direct
advertizing

19. Build Brand via
Insurance
companies

20. Build Brand via
Travel agents and
facilitators,
medical
concierge
companies

21. Build Brand via
Medical
centers and
physicians

22. Build Brand via
Arab
Associations
&
Medical
Associations

23. Build Brand via
Corporate
organizations

24. Build Brand via
Local
Representative
office and
information
centre

25. Build Brand via
Healthcare
events

26. PROMOTE – EDUCATE - SELL
Be an icon in the healthy
lifestyle of your patient