A strategic public relations plan created for and in conjunction with Hospital de Diagnóstico in El Salvador.

1. “The most economical choice, serving as a first-class
hospital at the Pacific Coast of Central America.”
“La opción más económica, sirviendo como un hospital
de primera clase en la costa del Pacífico de América Central.”
A STRATEGIC PLAN BY ALINA AVALOS, CHIP LOWE, PURVI PANDIT & TAYLOR ULLMANN

2. The Campaign
Our plan aims to inform
people living in the United
States about the benefits of
medical tourism at the
Hospital de Diagnóstico.
The overall goal of our plan
is to increase attention and
education of medical tourism
and increase the number of
patients receiving medical
services at the hospital and
its partner campuses.

3. Strategic Goals
• To increase understanding of
Hospital de Diagnóstico,
the options it provides for
medical tourism.
• Enhance the hospital’s
reputation into that of a
first-class hospital at
the heart of Central America.

4. Increase Medical
Tourism
•Increase attention of the
Hospital amongst
Salvadorans living in the
U.S.
‣Face-to-face interactions:
-Participation in festivals &
events, like Feria Chapina
in LA and
Festival del Salvadoreño
Americano in NY.
-Engaged in educational
and social gatherings,
including US consulate
offices.

5. Increase Medical
Tourism
•Collaborate with U.S.
organizations to increase
‣Partnerships with travel
agencies, health
organizations & Roman
Catholic churches:
-Develop a relationship with
the American Cancer
Society.
-Collaborate with
Salvadoran doctors
in the U.S.
-Collaborate with Roman
Catholic churches to host
hospital doctor and
staff speaker series.

6. Enhance The
Reputation
•Showcase technological
advancements through digital
media.
‣Add a descriptive photo gallery
on the website.
- Include a description of each
piece of equipment or room.
‣Engage Salvadoran press to
capitalize on traditional media
channels.
-Invite local Salvadoran media
to the hospital for a tour.
-Host press events when
appropriate.
-Always send timely press
releases.

7. Enhance The
Reputation
•Use social media to create a
referral system.
‣Utilize a hashtag.
‣Invite past patients to “like”
the Facebook page.
#hospitaldiagnostico

8. Key Messages Mensajes importantes
Safety, comfort and health matter most.
We give patients personalized attention
and first-class quality treatment.
Seguridad, comodidad, y salud.
Le damos a nuestros pacientes atención personal
y tratamientos de calidad de primer clase.

9. Key Messages Mensajes importantes
We strive to be a green hospital.
Medical tourism gives patients a better option.
Nos esforzamos por ser un hospital
que se enfoca en el ambiente.
El turismo médico le da a los pacientes una mejor opción.

10. Hospital de Diagnóstico
The most economical choice,
serving as a first-class hospital
at the Pacific Coast of Central America.