FY HEALTH CENTER

SUCCESSFUL PROMOTION PROCESS IN THE HEALTH TOURISM SECTOR IN TURKEY

Target Market Committee

The most important element in health tourism is strategy. Determining the market to target, following and planning the developments related to the market to be targeted is the biggest step in achieving success in health tourism. If you want to attract the attention of potential patients or clients by building a strong brand in health tourism, you should pay attention to the elements listed below:

• The target group to be served within health tourism should be determined, and then analyzed which communication channels this target group prefers. For this analysis, it is important to follow the data published by the target countries each year with precision. In line with this data, you can shape your health tourism plans and campaigns.

• The countries you target to offer health tourism services may not use the same communication channels in every season or period. It would be better to develop a strategy that takes this into account.

• It is necessary to plan to promote the budget in the best possible way in health tourism. With a well-planned campaign budget, you can organize campaigns that are effective and sufficient for the entire process. In this connection, which campaign types are to be used and the communication channels on which the campaigns are to be displayed can be determined. Correct and efficient budget use greatly influences success in health tourism.

• The best treatment options offered by health facilities should be specifically determined. Potential patients or clients should be referred to health tourism services in this context.

• When patients come to your country within the framework of health tourism, they must cover their accommodation and transportation needs and provide necessary support while receiving treatment services and after treatment. Therefore, these points should be shown with special attention.

Campaign strategy

Before creating a health tourism campaign, planning should be done carefully and metrically so that the process can be managed easily and successfully. At this point, it is necessary to determine the capacity of the service to be provided before introducing the brand or service to the targeted market area. If a campaign is to be prepared on behalf of only one health institution, the best service offered by the health institution to be campaigned for and the services it wishes to offer but are not in demand should be highlighted. When the patient who is to receive the service arrives at the health institution, the services offered by the health institution will increase in line with the patient's demands and needs. In addition to the medical services offered, free services offered to patients will rank healthcare facilities higher than their competitors. In addition, when you run a health tourism campaign, you should not forget to take into account travel habits abroad.

According to research, patients coming from abroad want to receive information and services from the most reliable sources in the country they are visiting. This is where social media accounts and websites, which are the portfolio of a healthcare institution, come into play. The presence of comments and happy pictures of patients who have previously received service from health tourism organizations in such communication channels gives more confidence to potential patients who will receive service and increases the possibility of being preferred.