Medical tourism marketing: How to turn the web “window shopper” into a paying patient
A presentation given by Keith Pollard of Treatment Abroad at the Malaysia International Health Travel Exhibition and Conference in Kuala Lumpur in November 2012. In this short presentation, Keith examines two of the key areas for attracting patients to medical tourism web sites, how you can build trust with the web visitor, how it is important to engage the prospective medical tourist in a conversation and the importance of maximising the conversion rate from enquirer to paying patient. The presentation lasts around 15 minutes and has a voiceover. About Intuition Communication Intuition Communication is an online publisher in the healthcare sector that operates market-leading web portals in the UK such as Private Healthcare UK, Surgery Door, and the Harley Street Guide. Within the field of medical tourism, Intuition runs consumer portals such as Treatment Abroad and DoctorInternet (aimed at Arabic speaking medical tourists) and Medical Tourism Ratings and Reviews to encourage patients to provide feedback on their medical tourism experience. Intuition publishes IMTJ – International Medical Travel Journal - an online business to business resource for the medical travel and medical tourism markets. The company also operates a “Code of Practice for Medical Tourism” and conducts the Treatment Abroad Medical Tourism Survey, attracting over 1,000 respondents in 2012. Via our web portals, information guides and directories and through the latest healthcare news, Intuition gives people the knowledge they need to make informed decisions about their health and well-being and the selection of healthcare providers in the UK and internationally
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Medical tourism marketing: How to turn the web “window shopper” into a paying patient
- 1. How to turn the web “window shopper” into a paying patient Keith Pollard, Intuition Communication
- 2. What we want... © Intuition Communication Ltd 2012
- 3. What we want... © Intuition Communication Ltd 2012
- 4. Your aim Create Attract Engage Convert Lead © Intuition Communication Ltd 2012
- 5. The smart consumer • Consumers compare the prices • Consumers compare the offering • Consumers make multiple comparisons! © Intuition Communication Ltd 2012
- 6. The smart medical tourist consumer • Consumers Medical tourists compare the prices • Consumers Medical tourists compare the offering • Consumers Medical tourists make multiple comparisons! © Intuition Communication Ltd 2012
- 7. Attract... © Intuition Communication Ltd 2012
- 8. Attract... Banner advertising Search Engine Pay Per Click Optimisation © Intuition Communication Ltd 2012
- 9. Attract... Banner advertising Search Engine Pay Per Click Optimisation Social Content media marketing © Intuition Communication Ltd 2012
- 10. Social media © Intuition Communication Ltd 2012
- 11. Social media © Intuition Communication Ltd 2012
- 12. Social media IVF clinic in Norway... 122 posts 12,879 views! © Intuition Communication Ltd 2012
- 15. Engage Who are you? Trust Are you credible? Will I be OK? © Intuition Communication Ltd 2012
- 16. Engage Which one would you trust? © Intuition Communication Ltd 2012
- 20. Create Lead • Call to action Encourage • Make it easy! • Incentives © Intuition Communication Ltd 2012
- 24. Calls to action
- 27. Simple....?
- 28. Your aim • Who does it Convert • What they do • How they do it © Intuition Communication Ltd 2012
- 29. Convert Relevance Quality of of response response The Time to personal respond touch Success rate © Intuition Communication Ltd 2012
- 30. Time to respond Response Time 35% 33% 30% 25% 23% 20% 19% 19% 15% 10% 6% 5% 0% < 24 hours 24 - 48 hours 3-5 days Over a week Never... Mystery shopping: Research for UK private hospital group © Intuition Communication Ltd 2012
- 31. Quality... Thank you for your enquiry with XXX Hospital Mr YYY consults and operates here at XXX on a weekly basis the cost for a consultation is £XXX.XX and the cost for a Breast Enlargement is £XXXX.XX at the moment we do not have a scheme for payment. © Intuition Communication Ltd 2012
- 32. Quality... Thank you for your enquiry with XXX Hospital Mr YYY consults and operates here at XXX on a weekly basis the cost for a consultation is £XXX.XX and the cost for a Breast Enlargement is £XXXX.XX at the moment we do not have a scheme for payment. If you email your address we can send you details Yhank you © Intuition Communication Ltd 2012
- 33. Your aim Attract Engage Lead Convert © Intuition Communication Ltd 2012
- 34. Your aim Attract Engage Lead Convert TRUST! © Intuition Communication Ltd 2012
- 35. Your aim Attract Engage Lead Convert TRUST! © Intuition Communication Ltd 2012
- 36. Want to know more? • VISIT • Treatment Abroad www.treatmentabroad.com • International Medical Travel Journal www.imtj.com Free newsletter • Health Tourism Blog www.imtj.com/blog © Intuition Communication Ltd 2012