This training is intended for professional development purposes, and the certificate obtained does not replace the MYK authorization certificate required for trainings where MYK certification is mandatory.
LESSON 1: Fundamentals of Marketing in Healthcare Services
- Characteristics of healthcare services (intangibility, simultaneity, etc.)
- The role of service marketing in the healthcare sector
- Competitive structure in the healthcare sector
- Patient-centered service approach
LESSON 2: Marketing Environment and Dynamics
- Micro and macro environment analysis
- Competitive factors
- Legal and ethical constraints
- External environmental factors in the healthcare sector
LESSON 3: Strategic Marketing Approach
- Strategic thinking and planning
- Alignment of marketing with corporate goals
- Long-term growth strategies
- Creating competitive advantage
LESSON 4: Data-Driven Marketing and Research Techniques
- Marketing information systems
- Data collection methods
- Patient satisfaction research
- Analysis and reporting techniques
LESSON 5: Patient Behaviors and Decision Processes
- Patient expectations
- Service preference criteria
- Decision-making processes
- Trust and perception management
LESSON 6: Target Audience Analysis and Positioning Strategies
- Market segmentation
- Identifying target patient groups
- Positioning strategies
- Creating brand perception
LESSON 7: Service Design and Product Management
- Considering healthcare services as a product
- Creating service packages
- Developing new services
- Designing patient experience
LESSON 8: Pricing Strategies
- Pricing in healthcare services
- Cost-based and value-based pricing
- Package pricing
- Pricing policies for international patients
LESSON 9: Service Delivery Channels and Access
- Service distribution structures
- Appointment and access systems
- Online and offline service channels
- Patient flow management in health tourism
LESSON 10: Communication and Promotion Strategies
- Brand communication
- Advertising and promotional activities
- Social media management
- Patient acquisition campaigns
LESSON 11: Service Environment and Physical Evidence
- Hospital design and perception management
- The impact of physical environment on patient experience
- Corporate image
- Visible elements of service quality
LESSON 12: Management of Service Processes
- Patient flow management
- Process optimization
- Waiting time management
- Service standardization
LESSON 13: Human Factor and Service Quality
- The role of personnel in marketing
- Communication with patients
- Service quality and behavior management
- In-house training
LESSON 14: Digital Health and Modern Marketing Practices
- Digital patient acquisition
- SEO, social media and advertising strategies
- Online reputation management
- Use of artificial intelligence and data
The training is open to corporate collaboration (institution/company legal entities as a package), and individual applications are not accepted. The training content can be redesigned according to the corporate participant profile and your needs. As a result of mutual discussions, the scope and method of the training (face-to-face or online) are determined and the relevant processes are completed. In case of agreement, suitable dates and times of your institution’s participants and our instructors, as well as the training location, are determined.