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Turkey is getting stronger in health tourism. By 2023, 1.5 million health tourists and 10 billion dollars health tourism income are targeted. Communication experts, on the other hand, warn against mistakes made by drawing attention to the importance of digital marketing in achieving these goals.

*** This release is originally published in Turkish.
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ISTANBUL (TR) - Turkey, is one of the preferred countries for medical tourism in recent years. The most important factors in its preference are price attractiveness, short waiting times, world-class quality and personalized services. Turkey's 2023 targets are 1.5 million health tourists and $10 billion to include in overall health tourism revenue. Yunus Emre Kılıç, founder of Medikal PR, stated that achieving the determined goals will be possible with the increase of service quality and correct digital marketing strategies, pointing out that many health tourism companies and doctors do not attach enough importance to digital marketing or failed to achieve the desired success as a result of misguided guidance.

The main mistake is in digital marketing strategies

Yunus Emre Kılıç, founder of Medikal PR, who has been conducting digital marketing studies with many doctors and health institutions since 2011, said, “The importance given to digital marketing in our country is increasing day by day, but unfortunately, the level it should be still has not been reached. The biggest reason for this is the mistakes made in marketing strategies. The target audience is the basis of digital marketing. When the target audiences determined in the advertisements are not exactly correct, unnecessary budget expenditures occur and this causes the advertisers and the incentives given, therefore our country to waste money. Particular attention should be paid to demographic information, interests and keywords when determining the target audience.”

While advertising, don’t lose trust

Pointing out that advertising activities in digital media should also be developed within the scope of the promotion of health tourism in Turkey, Yunus Emre Kılıç said, “It is very important to prepare ads that can attract the attention of the user in a very short time and give the desired message in this short time while creating the advertisement image and content. However, one of the biggest mistakes in advertising is used stock photos. Another common mistake is copying ad text from competitors. The same photos and advertising texts used by dozens of companies reduce the trust of the users to doctors and companies.”

Price is not the only advantage of Turkey

Indicating that one of the wrong practices in digital marketing studies is that the majority of advertisements include price-oriented content, Yunus Emre Kılıç said, “However, the only advantage of our country is not price. We have qualified doctors, hospitals equipped with the latest technology and very high patient satisfaction rates. Mentioning these points other than price advantage will both increase the efficiency of advertisements and show individuals the development of our country in the health sector. As a result, the improvements to be made in the campaigns will allow reaching more people by spending less and will make it easier for our country to reach the 2023 targets.”