Exporting Services – A Guatemala Opportunity Alex Piper, President OneWorld Global Healthcare Solutions, Inc. www.oneworldglobalhealthcaresolutions.com 248-250-3221 Guatemala Service Summit – September 2009

Definition of Marketing “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others” Philip Kotler

Marketing is NOT Selling!! Managerial Process Value Products Need Want Create Exchange

Quantifying Opportunity Key Marketing Steps Strategic Planning Business Planning Marketing Planning Market Analysis Competitor Analysis Opportunities Go or No Go Decision Product Life Cycle Target Market Customer Buying Process Positioning Quantifying Opportunity Communications Campaign Calendar Media Selection

Quantifying Opportunity Key Marketing Steps Strategic Planning Market Analysis Competitor Analysis Opportunities Go or No Go Decision Product Life Cycle Business Planning Target Market Customer Buying Process Positioning Quantifying Opportunity Communications Campaign Calendar Media Selection Marketing Planning

Quantifying Opportunity Key Marketing Steps Strategic Planning Market Analysis Competitor Analysis Opportunities Go or No Go Decision Product Life Cycle Target Market Customer Buying Process Positioning Quantifying Opportunity Business Planning Communications Campaign Calendar Media Selection Marketing Planning

Strategic Planning - Considerations Demographics (Census Data) Company’s Strengths List of Competitors Competitor’s Strengths Organizational Structure Management Structure 5 Year Goals 12-24 Month Goals Strategic Planning Product Life Cycle Introduction Growth Maturity Decline Market Analysis Competitor Analysis Opportunities Go or No Go Decision Product Life Cycle Recommendation: Client Analysis and Recommendation Report

Strategic Planning – Considerations for Medical Tourism Market China India U.S.A. Indonesia Brazil U.S.A Japan Germany China Great Britain Life Cycle Innovation Technology Recommendations Build the Industry

Strategic Planning – Considerations for Medical Tourism Form an Association Pool Resources Lobby Government Market the Industry Compete Build the Industry

U.S. Healthcare Market CONSUMER 50 million uninsured BUSINESS 138 million Americans

Quantifying Opportunity Key Marketing Steps Strategic Planning Market Analysis Competitor Analysis Opportunities Go or No Go Decision Product Life Cycle Target Market Customer Buying Process Positioning Quantifying Opportunity Business Planning Communications Campaign Calendar Media Selection Marketing Planning

Business Planning - Considerations Behavioral Status Lifestyle Benefits Usage Rate Loyalty Readiness Attitude Demographics Geographic Age Sex Household Income Race Religion Nationality Quantify Opportunity Market Share Number of Customers First Year Sales Goals Set Up Process

Business Planning - Considerations Primary Research Costly Needs Interpretation More Value Secondary Research Less Costly Interpretation Provided Less Customization Positioning Market Leader Challenger Follower Niche Global Marketplace International Trade System Economic Environment Political Legal Environment Cultural Environment Business Environment

Employers, Insurers and Government Business Planning – Considerations for Medical Tourism Market Employers, Insurers and Government Consumers Positioning High Quality, Low Cost Destinations Recommendations International Patient Depts Crossmedia Marketing

Business Planning – Considerations for Medical Tourism JCI Accreditations Insurers Internet Marketing Event Marketing PR Benefit Buyers International Patient Depts Crossmedia Marketing

High End/Full Service Total Patient Experience Management High Quality Healthcare Government/Healthcare Partnership Sophisticated Marketing Korea Costa Rica Mexico Mid-market Mid-range Pricing Undecided Market Positioning Doing Research Use of Facilitators Singapore Thailand Low End/Limited Service Large Discounts Quality Healthcare Hospitals Working Alone Limited Marketing Use of Facilitators India

Emerging Markets Investing Increased Marketing Regional Positioning Becoming more competitive Jordan Singapore Philippines Colombia European Presence Investing Increased Marketing Regional Positioning Specializing Germany Switzerland Alternative Medicine Investing Increased Marketing Regional Positioning Specializing Government Partnership Guatemala Honduras

Quantifying Opportunity Key Marketing Steps Strategic Planning Market Analysis Competitor Analysis Opportunities Go or No Go Decision Product Life Cycle Business Planning Target Market Customer Buying Process Positioning Quantifying Opportunity Communications Campaign Calendar Media Selection Marketing Planning

Marketing Planning - Considerations Relationship Marketing Americans won’t buy anything from anyone they don’t know. This means that organizations intending to market in the U.S. have to adopt a relationship marketing approach. This includes B2B and B2C marketing. This consists of ongoing, periodic, frequent communication utilizing ALL media – print, personal, mail, internet, event, and electronic

Marketing Planning - Considerations Media Internet Direct Mail Custom Mail Email Advertising Articles Electronic Communications Internal External Events/Conferences Public Relations Community Activities Calendar Detail of All Campaigns for next 12 months

Marketing Planning - Considerations Branding Brand Brand Name Brand Mark Trademark Copyright Communication Integration Internal Communication External/Customer Communication Event Marketing Public Relations

Campaign Elements Purchase Consideration Awareness

Campaign Elements Introductory Offer Targeted Mail Website Update Sales Training Sales Materials Marketing Materials Event Marketing Internal Communication Customer Service Setup Purchase Consideration Awareness

Campaign Elements Purchase Consideration Repeat Targeted Mail Consistent Use of Sales Materials Distribution of Marketing Materials Event Marketing Customer Service Marketing Awareness

Campaign Elements Purchase Customer Service Enrollment Management Rewards Consideration Awareness

Marketing Planning – Medical Tourism Considerations

Pilot Approach

Creating a Medical Tourism Pilot Program for Guatemala OneWorld will: Design a Medical Tourism Pilot Program Market the Pilot Program to U.S. employers Market the Pilot Program to Health Insurance Carriers Market the Pilot Program to other organizations Assist in implementation planning for the Pilot Program

Creating a Medical Tourism Pilot Program for Guatemala OneWorld will be responsible for the following: Finalize Pilot Plan Objectives Identify Project Participants Assign Responsibilities Create Pilot Model Identify U.S. Employer, Carrier, or Organization Identify Procedures Identify Treatment Facilities Identify Stakeholders and Gatekeepers

Creating a Medical Tourism Pilot Program for Guatemala OneWorld will be responsible for the following: Obtain Commitments from Stakeholders and Gatekeepers Conduct Discussions and Interviews Complete Turnkey Pilot Program for Presentation to U.S. Employer/Carrier/Organization Present to Employer/Carrier/Organization Design Launch Communications Plan Coordinate with Open Enrollment Periods Implement Launch

Creating a Medical Tourism Pilot Program for Guatemala Metrics and Assumptions Item Assumption Number Number of Lives in Self Funded of Fully Funded Program 10,000 employees 50% utilization One non-employee life per employee 10,000 Number of Lives in Medical Tourism Pilot 10% 1,000 Number of Lives in Medical Tourism Procedures (Orthopedics, Cosmetic Surgery, Obesity Control, Dental, Cardiovascular) 100

Exporting Services – A Guatemala Opportunity Alex Piper, President OneWorld Global Healthcare Solutions, Inc. www.oneworldglobalhealthcaresolutions.com 248-250-3221 Guatemala Service Summit – September 2009