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Marketing Guatemala

Marketing Guatemala. Alex Piper, President OneWorld Global Healthcare Solutions, Inc. www.oneworldglobalhealthcaresolutions.com Alex@oneworldglobalhealthcaresolutions.com 248-250-3221 August 2009. National Business Group in Health. The media and consulting firms are projecting significant

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Marketing Guatemala

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  1. Marketing Guatemala Alex Piper, President OneWorld Global Healthcare Solutions, Inc. www.oneworldglobalhealthcaresolutions.com Alex@oneworldglobalhealthcaresolutions.com 248-250-3221 August 2009

  2. National Business Group in Health The media and consulting firms are projecting significant growth in global medical tourism. However, these predictions of U.S.-based employees seeking health care outside the country are contingent on widespread benefit coverage by large employers and a recent NBGH member survey revealed that few large employers are currently offering this type of benefit. Yet, several employers have indicated they are considering it.

  3. Medical Tourism Marketing Facts For The U.S. Market • Cost Savings Is The Most Attractive Feature • Travel Distance Is A Major Factor • Success is Proportional To A Destination’s Overall Value Proposition • The Business Market has the Most Potential

  4. Medical Tourism Marketing Facts For The U.S. Market • Destinations MUST Market In The U.S. • Marketing Success MUST Include Branding • Destinations Should Start Marketing NOW • Competition Is BOTH Domestic And International

  5. Strategies For Guatemala To Consider Full Service Provider Low Cost Provider

  6. Strategies For Guatemala To Consider Full Service Provider Opportunity for Niche Destinations Dominated by Border Destinations Dominated By Low Wage Destinations Low Cost Provider

  7. Marketing Critical Success Factors • Identify/Create Procedure With Greatest Cost Savings • Correlate Procedure To U.S. Market • Create Marketing Around The Selected Procedure • Control The COMPLETE Medical Tourism Value Chain

  8. Does Guatemala Have….? • Low Cost (50-90% procedure cost savings) • High Quality (at or higher than U.S.) • Personalized Care • High Nurse to Patient Ratio (higher than U.S.) • Lower Mortality (better than U.S.) • Private Room with Amenities (better than U.S.) • Option to Integrate Tourism/Vacation

  9. Business Target Market • Mid-size U.S. Employer (5,000 – 10,000 employees) • Low Profit Margin Business (e.g. Grocery Retail) • High Benefit Obligations on Balance Sheet • In Business over 25 years (large number of retirees) • Proximity to U.S. East, West or South borders (low travel cost) • Located in Ethnic/Other Hotspot (CA, TX, NY, NJ, FL, MI) • Self/Fully Funded Group Healthcare Program

  10. Business Target Market • Employers and Insurance Companies Will Engage U.S. Agency to create healthcare network • They will NOT work directly with Destination • Pilot Must Succeed

  11. Consumer Target Market • Latin American Population Clusters • Gain Endorsement From Latin American Organizations • Partner with Fully Funded Program if Possible • Create Healthcare Model if no Partner Available • Located in Ethnic/Other Hotspot (CA, TX, NY, NJ, FL, MI)

  12. Consumer Target Market • This Market will need Price Flexibility in order to Succeed

  13. Things To Do…… • Create an International Patient Department • English Speaking Manager • Manager knows ALL Hospital Procedures and Doctors • Manager is strong in Customer Service • Manager can coordinate ALL patient activities …..For The U.S. Market

  14. Things To Do…… • Create a Marketing Budget • To achieve your 2009/2010 Marketing Goals • To Assign the Appropriate Amount of Human Resources • To establish a Marketing Responsibility • To Comply with U.S. Turnaround Time Requirements …..For The U.S. Market

  15. Things To Do…… • Locate The Two Best Travel Agents • Locate The Two Best Tour Operators • Locate The Two Best Hotels for Recuperation …..For The U.S. Market

  16. Things To Do…… • Hire a U.S. Agency to Represent You • Find an Employer or Insurance Carrier • Create a Pilot Program • Create a Marketing Plan • Do PR • Market Your Services …..For The U.S. Market

  17. Marketing Things To Do…… • Brochures • Website • Promotional Video • Event Marketing …..For The U.S. Market

  18. Marketing Things To Do…… • Participate with MTA • Participate in Los Angeles Congress • Posters • Pocket Cards • Onsite Marketing Promotions …..For The U.S. Market

  19. Attributes To Consider • Full Service Success Factors • Coordination of ALL Travel for Patients • Web based portal for U.S. Employees access • Medical Tourism Materials and Brochures • Coordination for Medical Care for Employees • Coordination for Tourism for Employees

  20. 2009 Calendar of Activities Launch Pilot Complete Marketing Materials Market Pilot Engage a U.S. Consultant Create Pilot Models Identify U.S. Consumer Market Create Marketing Budget MTA Magazine Articles Identify U.S. Employer Or Insurance Company for Pilot Create International Patient Department + 12 Months Inception + 6 Months

  21. Tentative Pilot Timetable For Business and Consumer Markets

  22. Tasks and Due Dates

  23. Additional Documents • Marketing Requirements • Pilot Proposal • Sample Contract

  24. Marketing Guatemala Alex Piper, President OneWorld Global Healthcare Solutions, Inc. www.oneworldglobalhealthcaresolutions.com Alex@oneworldglobalhealthcaresolutions.com 248-250-3221 August 2009

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