Speaker 1: Often in every conference, I get this question from from where to get the patients, whether you are a hospital or a facilitator, the first question comes to mind from where to get the patient. And we all know that we have to do marketing, right? But marketing is a very complex thing. In our mind, we always believe marketing is expensive, very costly, resource consuming. Also, marketing takes lots of time to build activity and it might collapse your business if you keep on spending lots of money in marketing. And what the most of the industry colleagues they do, they do spaghetti marketing or vomiting on the social media. Let me tell you what is vomiting. Any thought comes put on the social media, any idea comes put on the social media or put a spaghetti, throw on the roof and see what works, what doesn't work, what sticks, what doesn't sticks. That's the reason why most of the marketings are failure. Let me give you a very simple example that marketing can be viable and could be sustainable. Why we need viable and sustainable marketing? Because if you spend way too much money in marketing, you will not be able to provide the services you want to provide. And if you spend less amount on marketing, you will never get the patients or the customer. Number one. Number two, you don't even know from where to get the patients and how to get the patient if you are in medical tourism business. If you have a hospital in Oman, it is very easy for you to understand that my patient is in Oman. But if you are a hospital in Oman and you want to get patient from Africa, there are 50 countries. You don't know how to get the patient from Africa, right? So you don't know what is my target market. You don't know how to develop the brand for the international perspective. For Oman, you know very easily that I have to post Arabic language picture and post. But you have no idea how I can do for the global market. So since marketing is such a complex decision, on top of that, consider medical tourism. Medical tourism is a very complex decision for patient. I always say before dealing with the patient, consider that you are taking your mother to other country for the treatment. Think about how many problems will come in your mind. You have to think about the destination where you are going, travel arrangement, visa arrangement and all these problems. And that's why you lose the patient. Why you lose the patient? Because you only think of providing them healthcare services while the tourism is not only in providing healthcare services. I will just come down to three simple challenges of marketing. Very simple. Three. Not those MBA books, not those MBA bibles. Just three simple challenges. If you could deal with these three things, you are marketing rock star. First, identify who is your consumer, who is your target market, who you want. If you are an orthopedic surgeon, niche it, make it down, filter it out. If you are a hospital, which is multi-specialist, understand what are your prices, whether African can afford that prices, or you should focus on GCC country. First and foremost, very narrow down to identification of your target market. Second most difficult thing in today's world is getting attention. Do you know? Every single minute, every single minute, we post 250,000 photographs on Facebook. More than 500,000 people are putting comments. So you think that you put a nice video, a nice photograph, and people will start giving you business. No, you have to build attention. And you can only build attention through storytelling on social media. Do you know what is the attention time of people on social media on Instagram? Three seconds. No sees Instagram screen more than three seconds. Attention time on LinkedIn and Facebook is not more than eight seconds. While you have robotic surgery, advanced treatment, you have massive services to talk about, but you do not have that kind of attention from the people. What do you do? You make a storytelling. You post one picture today, second picture tomorrow. For example, if I am doing workshop in Jordan, what I do? First, I make a picture that I'm coming to the Jordan. Second, I post it. I will be delivering keynote speech. Third, talk about the environment, local culture, food, activity. Slowly and gradually, train your audience what you're going to talk and eventually deliver what you want to deliver. And this is how you get attention. Even after you get attention, the third most important thing is engagement. Okay, you got the attention of the consumer, but unless you get the engagement, you bring him back. You can do through something called experience marketing, bring them to this country, let them see. For example, look at this beautiful conference. We have participant from hundreds of countries, different, different countries. Let them experience Jordan, let them experience the hospitality, unmatched hospitality by the team of Dr. Fauci, team member, Jordan, Jordan hospitality, beautiful. This is how let people experience it. Let them experience your services, your business, your activity through mobile application, through mobile activity, or even personally inviting them. This is how you engage them. These three challenges you can deal with simple seven tips. I'm going to give you simple seven tips to deal with the three problems of your medical tourism marketing. First, you can never build medical tourism without partner. And be proud, be happy that you are here where you're already can partner with hundreds of delegates from different countries. And if you need a patient from Kuwait, from USA, from France, from Switzerland, we have people here, partner. Marketing in medical tourism can never work without partnership. Number two, most of the time, you just think that you will price it based on the activity you provide. You had to price actually based on the package. You had to create all your services in a beautiful package, easy to understand, put all support services of medical tourism under the package. If you are not putting medical tourism services under the package, remember, medical tourism is a very complex industry, you will lose patient. So give as like Turkey does hair transplant, there is a one package for hair transplant, and millions of patients are traveling for hair transplant in Turkey, just because of packaging. Third beautiful thing we were talking about reputation and performance. Most of the time, you do get the patient, but you do not put their feedback on your website, you do not collect the video testimonial, do you really collect your clients testimonial, you do amazing work, but only you know what kind of work you're doing. No one else knows. So one major problem is that you do not collect positive feedback and put it on website. Number four, penetration. Understand which market to penetrate. Medical tourism is very big. It's $100 billion industry, and you don't need $100 billion to run your hospital. You probably need a couple of $100,000 of business. So make your niche, make your focus, do not look into the how wide is medical tourism, think about how deep you can go into medical tourism. The wideness of medical tourism, let it be there for wonderful associations, but for the hospital, just focus how deep you can go in the penetration. Promotion, without proper marketing strategy, you cannot do anything. So how do you promote? In last one minute, I'm going to just explain a few points. One, do take advantage of Google advertisement, paid social media, paid activities. Second, promote through your partner, promote through your network. I know that many of us do not like paid advertisement, but it's the best way to reach to your end user target market. Because if you don't reach your end user target market, you know that you don't know where you're going. Six point, participate. You are here, participate in event. We know that there are around 30, 40 international conferences, some of them are GSTC forum, some of them are amazing event, just participate in them. And last and most important point is build a brand based on the reputation. My friend Dr. Taufik told how important it is to work on the reputation because it's the reputation which will take you to the distances. It's not about online presence, Dr. Taufik, creating most of the time, we do mistake by making a website.