2. Exporting Services – A Guatemala Opportunity
Alex Piper, President
OneWorld Global Healthcare Solutions, Inc.
Guatemala Service Summit – September 2009

3. 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

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

5. 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

6. 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

7. 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

8. 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

9. 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

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

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

12. 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

13. 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

14. 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

15. 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

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

17. 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

18. 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

19. 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

20. 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

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

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

23. Campaign Elements
Purchase
Consideration
Awareness

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

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

26. Campaign Elements Purchase Customer Service Enrollment Management
Rewards
Consideration
Awareness

27. Marketing Planning – Medical Tourism Considerations

28. Pilot Approach

29. 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

30. 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

31. 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

32. 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

33. Exporting Services – A Guatemala Opportunity
Alex Piper, President
OneWorld Global Healthcare Solutions, Inc.
Guatemala Service Summit – September 2009