Marketing Tools toattract CIS patients to Jordan

Anna PopkoLive a healthy lifestyle…

The Third Regional Conference of

The Future of Medical Tourism in Jordan 16-17th June, 2014

MAP OF RUSSIAN SPEAKING MARKET

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

Russian market statistics

Russia including Kazakstan and Azerbaidzhan

30 000 to 60 000 patients per year300 to 500 mln USD cost

Ukraine 8 000 patients per year100 mln USD

60-70 % of them using medical facilitators

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

Portrait of XXI century patient

Previously decisionbased on

- relatives/friends- Doctor- TA and TO

Today decision basedon

-relatives/friends- Doctor- TA and TO- Social media- Internet- Brand

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

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

Create a strong Brand

How many health destinations worldwide?

Create a strong Brand

How many hospitals worldwide?

Create a strong Brand

How many compete directly with you?

Ways to give a call

• Jordan healthcare Brand promotion• Individual hospitals positioning

• Unique Health Image • Educational goal

Give a patient Strong brand – built a strong brand

strategy

Start from the inside your brand promotion

Patient respond to ACTIONS, so you have to find the way for this action to

happen

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

Build Brand via

Your own web site

Build Brand via

Social Media

Marketing &

Blogging

Build Brand via

Direct advertizin

g

Build Brand via

Insurance companies

Build Brand via

Travel agents and

facilitators, medical

concierge companies

Build Brand via

Medical centers

and physicians

Build Brand via

ArabAssociations& MedicalAssociations

Build Brand via

Corporate organizatio

ns

Build Brand via

Local Representative office and information

centre

Build Brand via

Healthcare events

PROMOTE – EDUCATE - SELL

Be an icon in the healthy lifestyle of your patient