Strategies for Attracting Patients from the Russian Federation in Medical Tourism Marketing
Medical tourism has gained significant popularity in Russia, with an annual influx of 40,000 to 50,000 individuals traveling abroad for medical treatment. Among the favored destinations are Israel and various European countries such as Germany and Switzerland. Residents of the Far East region often opt for medical services in China, Korea, Thailand, and other similar locations. To discover effective strategies for attracting Russian patients to your clinic, refer to the Quarter Billion Agency Group article that provides valuable insights and recommended tools.
Since the opening of borders in Russia following the dissolution of the USSR, medical tourism has become increasingly popular among those who have the means to afford it. Additionally, Russians have traditionally perceived the level of medical services in their country as low, leading many individuals to willingly seek medical treatment abroad, given the opportunity.
The inability to access necessary medical care domestically serves as another motivating factor for seeking treatment abroad. This circumstance applies to both affluent individuals and those with average or low incomes. In the latter case, medical fundraising efforts are commonly organized to secure the necessary funds.
The entire audience interested in medical tourism can be categorized into two groups: affluent individuals who typically seek medical treatment exclusively abroad, and less financially privileged individuals who travel abroad for medical care only when they cannot access the necessary treatment in Russia.
Furthermore, the term “medical tourism” encompasses a diverse range of definitions. On one hand, it encompasses cosmetic and plastic surgery. On the other hand, it includes health-enhancing procedures that tourists can conveniently combine with their leisure activities. Lastly, it can also refer to critical medical interventions that involve life-or-death situations.
Managing varying levels of demand
When promoting medical tourism, it is essential to address varying levels of demand. In our context, demand level refers to what we are offering to our customers: a specific clinic, a country for medical treatment, or the concept of medical tourism itself.
The most active segment of our audience consists of individuals who have already made the decision to seek medical treatment in a particular country, such as Israel. Our primary objective is to ensure that they choose our clinic over other clinics in Israel. In this demand level, the audience is deciding between different clinics, and it is crucial for us to focus all our marketing efforts on persuading this audience to select our clinic.
The next level of demand consists of individuals who are open to seeking medical treatment abroad but have not yet decided on a specific country. Let’s assume we are promoting a clinic in Israel. When engaging with this audience, our initial focus should be on highlighting why Israel is a compelling choice for medical treatment compared to countries like Switzerland or South Korea. Once we have established the merits of Israel, we can then introduce our clinic. It’s important to note that this audience is actively comparing various countries, and simply presenting the advantages of our clinic alone is insufficient. We must elucidate the unique benefits of receiving treatment in one country over another. Marketing at this level requires a more refined approach, and engaging with this audience will necessitate a longer period of time.
Lastly, the third level of audience demand comprises individuals who have not yet recognized the need for medical treatment abroad. These people may be seeking solutions for their health issues or ways to improve their well-being, but they have not considered the option of receiving treatment abroad. When addressing this audience, your initial objective is to “sell” the idea of medical treatment abroad. You must emphasize why it is preferable to seek medical treatment outside their home country, such as Russia, and why it is worth considering treatment abroad. Only after establishing the benefits of seeking treatment abroad can you suggest a specific country or clinic.
To recap, there are three distinct audience levels: those ready for medical treatment abroad, those prepared for treatment in a specific country (e.g., South Korea for the Far East), and those who have yet to consider the alternative of medical treatment abroad. Each case requires a tailored call to action, and it is crucial to have a clear understanding of the specific audience you are addressing in each instance.
Online marketing
Internet promotion forms the foundation of marketing for medical treatment abroad. In today’s digital landscape, individuals in need of medical care primarily rely on the Internet to gather information about treatment options. Therefore, significant importance should be placed on Search Engine Optimization (SEO) and Search Engine Advertising (SEA).
Focusing on search engines enables effective targeting of the desired audience, making other methods auxiliary in comparison. By employing both SEO and SEA strategies, your offerings have a greater chance of appearing on the first page of search results, significantly increasing the likelihood of capturing the interest of potential patients.
In addition, contextual and targeted banner advertising should be given due attention. When someone begins searching for information about medical treatment abroad, they are likely to explore various treatment options over time. Contextual advertising plays a crucial role in attracting medical tourists during this exploration phase.
Content marketing also plays a vital role in promoting medical services. It is particularly valuable for building trust and relationships with your audience. For instance, your clinic’s doctors can maintain a blog covering various topics such as diseases, treatment methods, and prevention. This approach allows potential clients to immediately recognize the professionalism of your medical team.
Advertising through mass media channels
Initially, mass media advertising may not appear highly relevant to medical tourism. It would be unusual to promote medical treatment in countries like Israel or Switzerland through television advertisements targeting the entire population in Russia. The same can be said for radio advertising, although it could be suitable for promoting health tourism.
Mass media advertising for medical tourism primarily involves print media, which allows you to reach a prosperous audience interested in seeking treatment abroad. Another effective option is advertising in magazines distributed in airplanes and airports. These locations offer a good opportunity to reach potential clients, as the audience traveling by air often consists of financially capable individuals.
Direct marketing
Another commonly employed strategy for promoting medical services overseas involves direct doctor-patient appointments. For instance, this can be organized in the following manner: a physician from another country visits Russia and offers complimentary consultations. However, during these appointments, the doctor presents the option of receiving medical treatment at their clinic abroad.
This approach can prove highly effective if the doctor’s appointment is advertised well. Utilizing mass media advertising, distributing informational leaflets, posting on relevant online forums and specialized social media groups would be suitable methods for achieving this goal. The doctor is likely to capture the interest of patients, particularly those who genuinely require medical treatment abroad.
Creating Trust: Native Advertising and Addressing Reviews
When it comes to medical services, it is crucial to establish trust-based relationships with clients. Therefore, special attention should be given to utilizing native advertising in mass media. Partner materials that highlight important aspects such as accommodation and treatment conditions, staff qualifications, and performance statistics should be prominently featured.
Ideally, these partner materials should be among the first search results that potential clients encounter when seeking more information about your clinic. While all this information can be found on the official company website, relying on native advertising to deliver it can enhance the process of building trust.
Managing online reviews also plays a significant role in establishing trust. It is a well-known aspect of human psychology that people tend to rely on the opinions of others rather than solely relying on firsthand information. Therefore, it is essential to actively engage with negative reviews, if any, and strive to maintain a higher number of positive reviews than negative ones.
The primary focus when promoting medical tourism is to cultivate trust-based relationships with clients and ensure readiness to engage in communication while addressing their inquiries. At Quarter Billion Agency Group, our specialists are dedicated to devising a tailored promotion strategy for the Russian market that aligns with your objectives, utilizing the most appropriate tools to achieve optimal performance.