The health tourism sector is a highly competitive field with both significant opportunities and challenges. While Turkey stands out with its high-quality healthcare services, focusing solely on advertising campaigns is not enough for digital success. Long-term success requires a solid vision, a clear mission, a well-structured organization, and a strong team.
As previously mentioned, digital advertising is not a sprint but a long-term marathon. Reaching potential patients with the right strategies is just one stage of the process. However, converting patient data into sales and ensuring patient satisfaction depends entirely on the internal organization of institutions and the competence of their teams. So, how should a health tourism organization shape its vision, mission, and structure for long-term success? Here are the details:
Vision: A Roadmap to Shaping the Future
Establishing a strong vision is crucial for success in health tourism. A vision defines the position an organization aims to achieve in the future. Instead of focusing on short-term goals, long-term objectives should be set. The vision of health tourism organizations must include the following elements:
- Global Recognition: Target markets should be clearly defined, and brand awareness should be increased in these markets.
- Focus on Customer Experience: Healthcare services are not just about treatment; they also provide an experience. Providing international patients with a unique service experience should be a cornerstone of the vision.
- Sustainable Growth: Digital marketing activities should serve long-term growth objectives. Today's investments shape tomorrow's success.
Example: A dental treatment center targeting the German and French markets should customize its digital campaigns according to the needs of potential patients in these countries to establish sustainable brand awareness.
Mission: Creating Value in Health Tourism
An organization's mission defines the problem it solves and the value it provides to its customers. The mission of health tourism organizations can be summarized as follows:
- Facilitating the treatment processes of international patients,
- Providing high-quality and reliable healthcare services at affordable costs,
- Understanding the needs of the target audience and offering the best solutions.
Reflection of the Mission in Digital Marketing: Advertising and content strategies should be developed in line with this mission. Digital ads should address the needs of the target audience while creating trust and transparency.
Organization: Building a Strong Structure
Success requires a strong organizational structure. The organization must ensure that departments such as marketing, operations, sales, and customer relations work in harmony.
Key Elements of the Organization:
- Strategic Planning Team: This team develops digital marketing strategies and coordinates with agencies.
- Operations Team: Manages patient processes seamlessly, including flight arrangements, accommodation, and hospital procedures.
- Sales Team: Evaluates patient data and converts it into sales.
Example: A lead generated from a digital advertising campaign in France should be promptly and efficiently handled by the sales team to turn it into a treatment appointment.
Strong Team: The Driving Force of Success
In the highly competitive health tourism sector, a strong team is the key to success. A “strong team” refers to a structure composed of professionals who are experts in their fields, goal-oriented, and efficient.
Essential Qualifications of the Team:
- Digital marketing specialists analyze and optimize campaign performance.
- Sales representatives evaluate incoming patient data quickly to improve conversion rates.
- Patient relations specialists ensure a seamless experience for patients during their treatment process.
- Communication personnel with foreign language proficiency establish effective communication with international patients.
Agency and Team Collaboration: While the agency reaches potential patients with the right strategies, a strong sales team turns this process into a success story.
Solid Strategy, Strong Team, and Long-Term Investment
Achieving sustainable success in the health tourism sector requires a visionary approach, a clear mission, a strong organizational structure, and a competent team. Digital advertising is an investment in the future. For this investment to yield results, strong collaboration and continuous communication between the agency and the institution are essential. When this alignment is achieved, sustainable success and a competitive global advantage in health tourism become attainable.
For technical insights, detailed information, and professional services, you can contact New Health Media, Turkey’s first 360-degree health agency.
Author:
CONTENT EDITOR