Health, Wellness and Tourism: healthy tourists, healthy business ...

Opportunities (O)
1. Growing global demand
for health tourism (%30
annual increase)
2. Global healthcare is
worlds largest after
retailing, revenue US$ 2.8
trillion
3. Long waiting lines for
some medical treatments
and periods in developed
countries like UK, USA
etc.
4. High prices for health
services in developed
countries
5. Insurance unaffordable
leading to semi insured and
uninsured population – US
6. Limited specialized care
in less developed countries
7. There is a healthcare
crisis in some of the
developed countries where
people cannot afford health
insurance and the
government does not
provide healthcare to a
majority of the population.
8. Health care costs
continuing to rise – Crisis
getting worse with no
solution in sight.
9. Economic crisis makes
low cost products more
demandable especially if
they have a standard
quality
10.Young spa users
increasing in numbers
11. Spas becoming places
to socialize
12. Fitness and wellness
issues are very popular
13. Increased concern in
corporate wellness
14. Increase in the 3 rd age
group who are interested in
health tourism
15. Aging generation in EU
S/O Strategies
1. Expand in existing
markets, penetrate in new
markets by using differential
aspects of the health tourism
product
2. Establishing a brand name
for Izmir’s health tourism
product
3. Establish a unified brand
and image for health tourism
in Izmir.
4. Apply co-branding with
new partnerships
5. Apply successful market
penetration techniques
6. Attract new market
segments (older people,
sportsmen) by using existing
products, well trained staff,
and product differentiation
and by introducing new
products to the whole market
6.Use cultural and heritage
beauties as a differential
image of the region
7.Research about what
region/patients you want to
attract and how you will
market to those patients
8.Make sure for every patient
that comes they have an
amazing experience, - word
of mouth marketing.
9. Promote the quality and
price differentials for
region’s health care product.
10. Integrate the medical and
beauty aspects of spas and
wellness establishments.
W/O Strategies
1.Overcome inefficient
marketing applications by
using opportunities of
growing industry and new
markets,
2.By getting help from
environmental groups and
training try to overcome the
pollution problems
3. By decreasing red tape and
increasing the speed in
beaurocratic activities,
support the technological
improvement in already built
hospitals and health services.
4.Get support for the
construction of specific new
health tourism establishments
5.Increase the specialty
education in medical,
wellness and nursing issues.
6. Improve coordination and
cooperation among related
bodies
7. Focus on niche medical
strengths such as fertility
treatments or regional unique
thermal therapies
8. Provide opportunity for
strategic partnerships or
alliances between
international healthcare
providers, insurance groups,
tour operators and the local
hospitals
9. Establish quality by
certifying investment and
enterprise documentation