Question.4110 - refer to mini case 3 from your text book "Marketing Management 6e" by David Iacobucci
Answer Below:
Module 2 Mini Case 3 Health Care Tourism John Jennings MBA 5130 01W: Marketing Management Dr. Corey OwensCentral State University 20 October, 2024 Mini Case 3 1. Which kind of hotel manager do you agree withthe ones that do not wish to limit themselves given their business is good for all three segments of travelers, or the London firm and its approach, thinking about segments of patient-customers? Why? In the expanding sector of healthcare tourism, the case examines how hotel chains and healthcare providers might use segmentation data to inform their marketing strategies. Three categories of medical travelers are highlighted in the case: Relaxation and Wellness Seekers: People who go to spas for relieving stress, including aromatherapy, yoga, and detox diets. Patients undergoing elective surgery: Vacationers who want seclusion while recovering from cosmetic operations like liposuction or facelifts. Serious medical treatment seekers: Patients in need of major surgeries (such as heart or joint replacements) who are looking for reasonably priced care overseas, frequently because it is less expensive there than in their home country. I support the segmentation-based strategy used by the London firm. The hotel can customize its products to satisfy particular demands by concentrating on a specific sector, such as guests seeking medical procedures. The hotel can build its reputation and knowledge by specializing and?strengthening its relationships with healthcare providers. This strategy can set the hotel apart from rivals and offer guests a special deal. Even though it may seem restrictive initially, it develops a niche market that could result in long-term financial success as the hotel cultivates devoted clientele. 2. If you wish to follow the first strategy (all customers could benefit), what would your marketing communications be to the end-user patient-customer? If you followed the second strategy, what would your marketing communications look like? The hotels overall adaptability would be emphasized in marketing communications as the first strategy (broad approach). Whether they are recuperating from surgery, seeking wellness treatments, or just relaxing, messages could center on establishing a warm and inviting environment for all passengers. For instance; Your ideal destination for wellness and rejuvenation whether youre here for either one of them, we have the services for you . The communications would be more focused and highlight the hotels specialized care in the second strategy (segmentation-based approach). For example, the messaging would emphasize comfort, privacy, and post-operative facilities if it were directed at individuals undergoing elective surgery. For instance, Your post-surgery comforts is the focus of this discreet, private recovery in luxury . 3. Which of the three segments do you think would be most attractive and profitable to the London hotelier? Why? The most appealing and lucrative market would probably be the third sector, which consists of people having a major medical operation (such as joint replacement or heart surgery). These patients are perfect for a hotel that offers medical collaborations because they need lengthy stays and substantial aftercare. Additionally, because this group is price-sensitive, they may look for high-quality treatment at a reasonable cost, which may coincide with what the hotel has to offer. 4. If you were based in London, which countries would be the first you would approach to develop such relationships? If you were based in Paris, which countries would you approach for your network inclusion? If you were in Houston? Rio? Why? London: Because of their sophisticated medical infrastructure and affordable prices, I would start by contacting countries like Germany or India that have established medical tourism markets and a solid reputation for providing high-quality healthcare. Paris: Due to their proximity, first-rate healthcare systems, and well-established cross-border collaborations within the European Union, neighboring European countries like Switzerland or Belgium would be ideal. Houston: Considering its close vicinity, I would focus on Mexico or Costa Rica, both of which are renowned for providing high-quality, reasonably-priced healthcare, particularly in areas like cosmetic surgery and dentistry. Rio: Since Argentina and Cuba have developed medical tourism industries and provide respectable, reasonably priced healthcare treatments, especially in areas like orthopedics and cosmetic surgery, I would concentrate on them.More Articles From Marketing Management
.ico)
.ico)
.ico)
.ico)
