Analysis of marketing strategies of private hospitals on health tourism: The case of İzmir province

Purpose: In recent years, advancements in communication and transportation have rapidly made medical tourism a globally expanding branch of tourism. In this context, many countries have begun to intensively work in this area. The aim of this study is to analyze the marketing strategies of private hospitals engaged in medical tourism activities and to compare and develop integrated marketing practices that private hospitals involved in medical tourism can implement. Materials and Methods: Within the scope of the research, face-to-face interviews were conducted with managers or international patient department specialists of private hospitals in Izmir that hold a health tourism authorization certificate. These interviews lasted between 30- 60 minutes, during which the experts' views on relevant topics were compiled. The obtained data were processed using descriptive analysis, one of the qualitative research techniques, responses were listed, and expert opinions were conveyed. Based on the various views of the experts, several comments were made on what types of marketing activities businesses in the health tourism sector can develop for medical tourism. Findings: Face-to-face interviews lasting between 30-60 minutes were conducted with the managers of 13 hospitals holding a health tourism authorization certificate. According to the research data, a series of marketing strategies stand out. Regarding the target market, having a diverse and easily accessible transportation network is a significant point. High brand awareness of the country in large markets is of great importance. International accreditations make significant contributions to medical tourism. Creating a perception of affordable and reliable pricing provides a substantial advantage in attracting medical tourists. Particularly during the promotion phase of medical tourism, giving due importance to advertising and promotional campaigns is one of the most crucial steps to gaining a large share of the medical market. Conclusion: In this context, word-of-mouth marketing strategies hold great importance, and establishing a social network site featuring reliable reviews about medical tourism in Turkey is a crucial collaboration method.