HCM3006_S01_W5_A2_TRUJILLO_C - 1 OPPROTUNITY Running Head:...

This preview shows page 1 - 4 out of 15 pages.

Running Head: NEW MARKETING1OPPROTUNITYNew Marketing OpprotunityCelestina TrujilloHealthcare Marketing and StrategyProfessor Kristie RaccaSouth University OnlineMarket ProposalsHealth Care OverseasForeign patients have been traveling to the U.S., seeking health care services has beengoing on for many years. In fact, “U.S. medicine has been the standard that other countries havestriven to achieve” (Thomas, 2009a).
Running Head: NEW MARKETING2OPPROTUNITYMany U.S. hospitals have expanded internationally, Johns Hopkins Medical Center, St. JudeChildren’s Research Hospital and Harvard Medical School. This has brought on HealthcareCorporations to expand, this has opened up a lot of investment opportunities internationally andeven American health insurance establishments are expanding. (Thomas, 2009).There are benefits to expanding, “national and international recognition” (Fell, 2002), that canturn into more loyal customers. Also being able to help those with sever and complex medicalcases are rewarding and can maximize reimbursements, which “create a strong incentive forhealthcare providers to” foreign consumers. (Fell, 2002).There are many barriers than can be challenging when trying to market in another country.Language seems to spider off into other potential issues. First in the way that marketing aproduct or service may not translate as well as it does in the U.S. The target countries’ humor, orgestures may not be accepted, even the most subtle gestures can be taken the wrong way. Therewill be cultural differences, so adjustments will need to be made.In order to avoid this issue there will be a teams that will “focus on the special needs of thesepatients” (Fell, 2002). Also creating a web site that caters to international patients, there will beinformation discussed on the site is multiple languages, to suit the demographic of the area.Customized forms in the different languages will also be a way to target customers of manydifferent ethnicities.Also, we will have a relationship with an internationally based sales representative with fieldoffices. This may be costly, but it will pay for itself with the many marketing contacts andreferrals we will be getting. (Fell, 2002.). There are many physicians in the U.S. who travelabroad, that can help with getting local contacts, sources for referrals, and potential futurebusiness. Local health care consumers should not be avoided, they should be continuously
Running Head: NEW MARKETING3OPPROTUNITYreminded that having this new facility will help improve their life in the ways of affordablehealth insurance, more advanced medicine and equipment.The Health Care Service Market for the International Consumer (HCSM) is formed by twoalready existing industries, health care and tourism.

Upload your study docs or become a

Course Hero member to access this document

Upload your study docs or become a

Course Hero member to access this document

End of preview. Want to read all 15 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
Fall
Professor
N/A
Tags
Marketing, new marketing, Don Marsh

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture