2. OneWorld Global Healthcare Solutions, Inc.
Marketing Guatemala
Alex Piper, President
OneWorld Global Healthcare Solutions, Inc.
August 2009

3. National Business Group in Health
The media and consulting firms are projecting significant
growth in global medical tourism. However, these predictions
of U.S.-based employees seeking health care outside
the country are contingent on widespread benefit coverage
by large employers and a recent NBGH member survey
revealed that few large employers are currently offering this
type of benefit. Yet, several employers have indicated they are
considering it.

4. Medical Tourism Marketing Facts For The U.S. Market
Cost Savings Is The Most Attractive Feature
Travel Distance Is A Major Factor
Success is Proportional To A Destination’s Overall Value Proposition
The Business Market has the Most Potential

5. Medical Tourism Marketing Facts For The U.S. Market
Destinations MUST Market In The U.S.
Marketing Success MUST Include Branding
Destinations Should Start Marketing NOW
Competition Is BOTH Domestic And International

6. Full Service Provider Low Cost Provider
Strategies For Guatemala To Consider
Full Service Provider
Low Cost Provider

7. Strategies For Guatemala To Consider
Full Service Provider
Opportunity for Niche Destinations
Dominated by Border Destinations
Dominated By Low Wage Destinations
Low Cost Provider

8. Marketing Critical Success Factors
Identify/Create Procedure With Greatest Cost Savings
Correlate Procedure To U.S. Market
Create Marketing Around The Selected Procedure
Control The COMPLETE Medical Tourism Value Chain

9. Does Guatemala Have….? Low Cost (50-90% procedure cost savings)
High Quality (at or higher than U.S.)
Personalized Care
High Nurse to Patient Ratio (higher than U.S.)
Lower Mortality (better than U.S.)
Private Room with Amenities (better than U.S.)
Option to Integrate Tourism/Vacation

10. Business Target Market
Mid-size U.S. Employer (5,000 – 10,000 employees)
Low Profit Margin Business (e.g. Grocery Retail)
High Benefit Obligations on Balance Sheet
In Business over 25 years (large number of retirees)
Proximity to U.S. East, West or South borders (low travel cost)
Located in Ethnic/Other Hotspot (CA, TX, NY, NJ, FL, MI)
Self/Fully Funded Group Healthcare Program

11. Business Target Market
Employers and Insurance Companies Will Engage U.S. Agency to create healthcare network
They will NOT work directly with Destination
Pilot Must Succeed

12. Consumer Target Market
Latin American Population Clusters
Gain Endorsement From Latin American Organizations
Partner with Fully Funded Program if Possible
Create Healthcare Model if no Partner Available
Located in Ethnic/Other Hotspot (CA, TX, NY, NJ, FL, MI)

13. Consumer Target Market
This Market will need Price Flexibility in order to Succeed

14. Things To Do…… …..For The U.S. Market
Create an International Patient Department
English Speaking Manager
Manager knows ALL Hospital Procedures and Doctors
Manager is strong in Customer Service
Manager can coordinate ALL patient activities
…..For The U.S. Market

15. Things To Do…… …..For The U.S. Market Create a Marketing Budget
To achieve your 2009/2010 Marketing Goals
To Assign the Appropriate Amount of Human Resources
To establish a Marketing Responsibility
To Comply with U.S. Turnaround Time Requirements
…..For The U.S. Market

16. Things To Do…… …..For The U.S. Market
Locate The Two Best Travel Agents
Locate The Two Best Tour Operators
Locate The Two Best Hotels for Recuperation
…..For The U.S. Market

17. Things To Do…… …..For The U.S. Market
Hire a U.S. Agency to Represent You
Find an Employer or Insurance Carrier
Create a Pilot Program
Create a Marketing Plan
Do PR
Market Your Services
…..For The U.S. Market

18. Marketing Things To Do……
Brochures
Website
Promotional Video
Event Marketing
…..For The U.S. Market

19. Marketing Things To Do……
Participate with MTA
Participate in Los Angeles Congress
Posters
Pocket Cards
Onsite Marketing Promotions
…..For The U.S. Market

20. Attributes To Consider
Full Service Success Factors
Coordination of ALL Travel for Patients
Web based portal for U.S. Employees access
Medical Tourism Materials and Brochures
Coordination for Medical Care for Employees
Coordination for Tourism for Employees

21. Or Insurance Company for
2009 Calendar of Activities
Launch Pilot
Complete Marketing
Materials
Market Pilot
Engage a U.S.
Consultant
Create Pilot
Models
Identify U.S.
Consumer Market
Create Marketing
Budget
MTA Magazine
Articles
Identify U.S. Employer
Or Insurance Company for
Pilot
Create International
Patient Department
Inception
+ 6 Months
+ 12 Months

22. Tentative Pilot Timetable For Business and Consumer Markets

23. Tasks and Due Dates

24. Additional Documents Marketing Requirements Pilot Proposal
Sample Contract

25. OneWorld Global Healthcare Solutions, Inc.
Marketing Guatemala
Alex Piper, President
OneWorld Global Healthcare Solutions, Inc.
August 2009