• What are the emerging trends in care delivery
• Why do patients seek medical treatment outside their home country?
• Why are hospitals interested in international health partnerships?

• Why are we seeing this particularly in the UAE and the Gulf region?
• What are the figures, and projections?
• What is happening locally – an overview of the new types of healthcare provision and marketing seen within the UAE

• What are the driving factors?
• The role of stakeholders in containing the cost
• The potential impact on healthcare insurance 
• What health insurers are having to take into account 

• How do you measure success? Is it increased patient numbers, improved patient outcomes, higher net income,
  being deemed a centre of excellence or simply having increased visibility?
• Where does the competition fit in?

• Why healthcare has to start before the hospital and continue after
• The role of healthcare providers before and after 
• Business models which can offer solutions before and after

• How can you position your organization for success?
• What will healthcare provision be like 10 years from now

• The role of the marketing department
• How much should you invest in marketing and what sort of ROI can you expect?
• Do the general rules of marketing apply to the healthcare sector?
• Recruiting the right people – what skill sets are desirable?
• Getting your employees to appreciate the value and work of the marketing team

• Research
• Development
• Communication
• Sales
• Relationship Management

• What are your aims?
• What influences your decisions?
• Which factors can you control?
• What is outside your control?
• How to use market research effectively
• What are the common pitfalls?

• How do you go about finding out who your target audience is?
• When, where and how do you want to raise your profile?
• Building and getting the most out of a database

• How do branding efforts driven by value-centered principles differentiate apathetic and energized customers? Through word-of-mouth marketing and other services marketing strategies presenters will demonstrate ways to create powerful customer loyalty and build a strong services brand.

• Understanding the role of a PR consultancy
• Selecting and getting the most from your PR and advertising agencies
• Building relationships with the media
• Working with other organizations
• Lobbying the decision makers and opinion influencers
• Getting involved in public health strategies
• Responding to negative publicity

• Which medium is best?
• Tailoring you message to your target audience
• Tailoring your message to the medium The power of the internet – the educated patient
• The power of the newer IT technologies
• Maximizing your editorial column inches and air time
• Responding effectively to negative coverage
• Setting the agenda for debate

• Marketing your USPs
• Marketing your specialisms
• Marketing the benefits and the add-ons

• The impact of regulations on the local healthcare sector?
• What is the impact on service provision?
• What is the impact on promotion and advertising

• Can you have one global message or do you have to tailor it for each market?
• What are the common pitfalls
• Who can advise?
• How can you test your message?

• Being a victim of your own success – balancing local needs, capacity and international customer demand
• Dealing with negative headlines
• Keeping the standard up

• How can the public sector explore the possibilities?
• What precautions need to be taken?
• What models are being implemented?
• What successes can be reported?
• Selling the scheme to the public

• Who do you partner with – public or private?
• What are the benefits of having a partnership?
• What are the drawbacks?
• Should you just be thinking of healthcare partners? Could you partner with other service providers – such as transport or accommodation?
• What message does this send out – how do you sell the idea, how do you overcome any reluctance?
• How do you go about finding a partner?

Mariana Iglesias
International Marketing Consultant,
Office of International Relations, The Mayo Clinic, USA