MEDBOOK

ALL FOR HEALTH

Global Health Solutions
Executive Summary:
Medical tourism, as it stands today, is an emerging phenomenon wherein citizens,
in most cases of industrialized nations, bypass services offered in their own
communities and travel to other destinations (many of which are less developed
countries) seeking high quality medical care at affordable prices.
Medical tourism is a multi- billion dollars industry that has benefited from the
international patients with a wider spectrum which include travel and tourism,
commercial sector, government relationships and international accreditation
sector, while on the other hand, has had both positive and negative impacts on the
global healthcare and on the host nation.
Due to the growth of technology, economy, and other global relations, medical
tourism plays a significant role in shaping the future of medical care globally,
while at the same time it is integrated in to Hospitality industry, medical travel
facilitators and travel agencies to find reliable providers and ensuring trouble-free
travel arrangements.
Medbook is a joint venture between GAHC and Booking.com that benefits from
Booking wide base of users, digital technology, accumulated experience in travel
and tourism industry to open a new prospective of Egypt healthcare services to
prosper and acquire a huge market share in global health market.
To achieve competitive advantage, marketers use different techniques such as low
cost advantage, the use of new technology and more to secure high market share
in this developing industry.
The growing potentials of the health services in Egypt like the increased number
of JCI accredited hospitals, universally recognized physicians and technology
advances along with bookings global spread, already existing millions of
customers, wide range of hotels and air-travel options would be a fuel to help
millions around the world to easily access affordable and of quality medical
services within the Egyptian health and medical system.
The company

Joint venture between Booking.com and the General Authority of Health care.
That benefit from the strengths and advantage both entity have.
Advantage of Booking.com :
Largest and well established market share in travel and tourism industry.
Digital technology competency.
Accumulated experiences in acquiring tourists and travelers.
Wide range of partenerships and collaboration with industry leaders.

Advantage of GAHC :
Large number of internationally accredited hospitals.
High quality health professionals.
Easier accessablity.
Affordable prices.
The ability to facilitate the governmental approvals and legislations such as
“ medical travel visa “
So, Our staff has a great accumulated experience and tremendous success in
every aspect involved in our customer journey from booking airlines and hotels
to enduring the best medical service render in the market , this experience has
encouraged us to take the leap towards a bigger challenge; providing globally
affordable and accessible health care mixed with a pleasant travel experience ,
controlling the entire value chain thus creating our own healthcare ecosystem.
Vision: We provide the highest quality of products and services to medical
tourism industry to serve the patients worldwide, enabling them to maximize their
potential in operations and enhance reimbursement. We provide specific
industrial knowledge, well trained human resources, leadership, software tools
and quality practices governed by international standards. Our solutions
exemplify dedication and teamwork by consistently exceeding our customer
expectations. We are leaders as we depend on the experience of highly trained
professionals and on our commitment to the standard of excellence.

Mission: We strive to become the benchmark for Medical tourism Industry in the
Middle East.

Values:
 Desire to become leaders in our industry.
 Empowerment of our employees and our clients to achieve long lasting health.
 Respect of and appreciation for the diversity of our clients and employees.
 Mental, emotional, spiritual, & physical reinforcement is an integrated part in
our medical vision of health.
 Responsibility and reliability are cornerstones in our quest for the goodwill of
our clients.
 Rational organization that is our spinal cord.
 Continuous learning and innovation are the main drivers behind continual
improvement.
Key Drivers in the Growth of Medical Tourism
Medical tourism is a direct result of globalization of health care. This health
care sector is emerging up in vigorous speed. But this rapid development is the
result of interplay of several factors which are not clearly known. There are
several questions tagged along with this rapid development, such as – Why do
patients travel abroad .
The major drivers of demand:
1) High cost in home country
2) Long wait in public health care countries
3) Unapproved procedures
4) Tourism aspect
5) Favorable Exchange Rates

Situational analysis

Marketing strategy

SEGMENTATION STRATEGIES:
Geographic: middle East and Europe.
Demographic: males or females over 40 years old for medical program.
Males or females over 21 in wellness dental and cosmetic program.
Psychographics: with middle social class in their counties and able to travel to Egypt for medical
and/or wellness treatments.

TARGET MARKET SELECTION STRATEGIES:

Product specialization: we will concentrate our efforts in one service (medical

tourism service) in an integrated way to cover all the customer needs during his
journey. We will support our medical services with some paramedical services
like the wellness treatment, proactive treatment, Tour in different locations in
Egypt , transportations and accommodation services.

DIFFERENTIATION STRATEGIES:

o Product itself: product will be unique with our edge in the market which is the
ability to invite an international expert to do the medical treatment in Egypt.
o Services: the online services and the post-operative services which will
maintain the relations with the end user or the individual customer
POSITIONING STRATEGIES

Competitor positioning: we have different competitive advantages than our

competitors;
1. We are more near to our client than our competitor specially the African and
European customer.
2. The affordable life cost in Egypt
3. The power of bringing the international experts all over the world to serve
our customers
4. We provide a complete solution for our customers
5. We cover the paramedical services that may be needed for the patients.
Quality/price positioning: we provide high quality of treatment for our
customers with affordable price in comparison with all our competitors outside
Egypt.

MARKETING MIX STRATEGIES


Product

New product development: we will develop new packages containing the medical and
paramedical services requested by the client. The package is tailored to each individual customer as
the customer will create his program by himself to plan his visit by:
a. Arrange the flight trip
b. Arrange pick-up service
c. Arrange hotel booking for himself and his family
d. Would like to add a touristic tour to the medical trip
e. Planning to visit another country afterwards
f. Any special requirements

Brand: We will brand Medbook as the best medical tourism company in
Egypt serving all the medical and paramedical services.

Pricing

Product mix pricing: our pricing strategy is depending on the service mix needed or requested by
the customer, for both the medical and paramedical services.

Promoting

Advertising: Mainly the online and mobile advertising will be our main focus
as it reached the segments easily and in a lower price that the traditional
marketing tools
 Public relations: we will attend the main Three medical tourism conferences
in the middle east Area:
a. WHTC: world health tourism congress in Dubai – UAE
b. Medical Tourism Conference in Riyadh – KSA
c. Medical Tourism Workshop in Amman – Jordan

Value Proposition:

Easy access to Cost effective-unique service.

Competition:
The medical tourism market is extending beyond the needs of early adopters
market to the mainstream market, which requires special attention and focus to
gain a competitive edge. As little as five years ago, medical tourism offered
opportunities, though such opportunities offered often incomplete solutions to
medical travelers. Today, the medical tourism market is changing. Healthcare
consumers are becoming more educated.

SWOT Analysis:
Weaknesses
• Past experience with international insurance • New company so we still have to build good
companies reputation.
• comptenceies in the travel and tourism industry. • the challenge of service governance through a
• Management focus on development & renewal of huge network of health care providers and ancillary
services provided. services providers.
• Quality of services
• Complete integrated information system for
patients registration & follow-up
• International partners to provide complete
solutions and services
• Wellness and proactive treatment programs
• Applying the E-business and smart phone
application services.

opportunities
• Conduct the visiting doctors program..
• inflation and recession all over the world will
increase the demand of cost effective solutions.
• Egypt has a solid reputation as a touristic country.
• New Cosmetic and dental direction in Egypt with
advanced technologies.
• The low cost of life in Egypt will assist us to
prepare affordable travel packages
Threats
• Most of the hospitals staff in Egypt not too ready
to react & respond with foreigners (language
barrier)
• The need for more high esteem hospitals in Egypt
• Egypt is not well identified as a professional
medical providing country
• Egyptian quarantine regulations for medical
travellers
• Epidemic diseases (Ebola)
• Presence of qualified competitor in the middle
East as Dubai, turkey, Jordan.
Competitors:

Global competition with forward looking of the industry

MENA Region top destination.

Our competitive edges:

Low prices.
 Visiting Doctor Program: that provides the customer with the opportunity of
doing their surgeries with well-known Global doctors.
Personal contact with the operating doctor through skype for further
reassurance.
E-business and smart phone application services.

Service Channels:
Although tourists travel for a wide range of treatments, there are certain areas of
specialization which mostly motivate the travel decision for medical tourism as:
a) Heart Surgery.
b) Plastic surgery.
c) Dentistry.
d) Eye care
e) Orthopedic surgery (such as knee/hip replacement)
Marketing channels:
On line channels Off line channels
Website, mobile application Advertising in airports, museums,
Social media facebook, hotels … etc.
Instagram,.. . International and prestigious
Online adds in relevant platforms conferences.
Visits of cross functional teams to
hospitals and insurance companies in
targeted countries.

Customer Relation:
We'll depend on "International Communication Specialist", low number of
client and the selling cycle involving many steps.
Along with personal "Personal operation coordinator " , many service
component and functions plays in harmony to ensure customised and delighting
experience.