medical tourism marketing: how to turn the web “window shopper” into a paying patient
DESCRIPTION
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 internationallyTRANSCRIPT
How to turn the web “window shopper” into a paying patient
Keith Pollard, Intuition Communication
What we want...
© Intuition Communication Ltd 2012
What we want...
© Intuition Communication Ltd 2012
Your aim
Attract Engage CreateLead Convert
© Intuition Communication Ltd 2012
The smart consumer
© Intuition Communication Ltd 2012
• Consumers compare the prices
• Consumers compare the offering
• Consumers make multiple comparisons!
The smart consumer
© Intuition Communication Ltd 2012
• Consumers compare the prices
• Consumers compare the offering
• Consumers make multiple comparisons!
medical tourist
Medical tourists
Medical tourists
Medical tourists
Attract...
© Intuition Communication Ltd 2012
Attract...
© Intuition Communication Ltd 2012
Pay Per ClickSearch Engine Optimisation
Banner advertising
Attract...
© Intuition Communication Ltd 2012
Social media
Content marketing
Pay Per ClickSearch Engine Optimisation
Banner advertising
Social media
© Intuition Communication Ltd 2012
Social media
© Intuition Communication Ltd 2012
Social media
© Intuition Communication Ltd 2012
IVF clinic in Norway...122 posts
12,879 views!
Content marketing
Content marketing
Engage
Trust
© Intuition Communication Ltd 2012
Who are you?Are you credible?Will I be OK?
© Intuition Communication Ltd 2012
Engage
Which one would you
trust?
Create Lead
Encourage
© Intuition Communication Ltd 2012
• Call to action• Make it easy!• Incentives
Calls to action
Simple....?
Your aim
Convert
© Intuition Communication Ltd 2012
• Who does it• What they do• How they do it
Convert
© Intuition Communication Ltd 2012
Success rate
Time to respond
Quality of response
Relevance of response
The personal touch
Time to respond
< 24 hours 24 - 48 hours 3-5 days Over a week Never...0%
5%
10%
15%
20%
25%
30%
35% 33%
19%
23%
6%
19%
Response Time
© Intuition Communication Ltd 2012Mystery shopping: Research for UK private hospital group
© Intuition Communication Ltd 2012
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
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 detailsYhank you
Your aim
Attract Engage Lead Convert
© Intuition Communication Ltd 2012
Your aim
Attract Engage Lead Convert
© Intuition Communication Ltd 2012
TRUST!
Your aim
Attract Engage Lead Convert
© Intuition Communication Ltd 2012
TRUST!
• VISIT
• Treatment Abroadwww.treatmentabroad.com
• International Medical Travel Journalwww.imtj.com Free newsletter
• Health Tourism Blog www.imtj.com/blog
© Intuition Communication Ltd 2012
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