3.9 Channels Of Business Promotion Case Study

3.9 Channels of Business Promotion
A medical tourism sphere is a specific branch of medical business which has its own ways of possible advertising. The main features of this kind of business may be stated as the following:
- Medical tour services may be offered mostly on-line through a web-site and contextual advertisements;
- Another strong source of attracting new clients is a ‘word of mouth’ principle, but it is absolutely not controlled by a business owner and unlikely can be effective on the first initial steps of the project, when only a few clients have tried the services of the company;
- Usually the business in this sphere shares the information about the services also in social networks, however based on the practice (at least with
Therefore a new web-site was created and registered in the domain www.speleohealth.com (See Appendix 5).
The web-site consists of the five main blocks:
‘Home’ – this part provides the information about SpeleoHealth Company. A part ‘What we do’ defines a service which SpeleoHealth specializes on – speleotherapy; and gives a short overview of the services which are offered by SpeleoHealth but as a medical tour operator. Also a block ‘The Center’ explains what the Belarusian Speleotherapy Center is and why it is unique. Also the main page ‘Home’ contains information about the indications which addresses the course at the Center and also contains a notice about speleotherapy for children.
The second block – ‘Speleotherapy’ – provides a detailed information about the history of speleotherapy and the Center in Soligorsk. Also there is some technical information about the caves in the Center (air technical characteristics, such as air temperature, relative humidity, air mobility, content of salt aerosol and many others). Also it is possible to find on this page the information about speleotherapy
However the experience with the Russian-speaking clients revealed that there is a lack of desire from the clients’ side to participate in such groups because it is an indirect share of private information about the health. Therefore it should be tested and only after that a promotion strategy may be updated.
3.10 Financial estimation of the project
Before launching the project, Siarhei was thinking about the financial sideside of SpeleoHealth. Since the company was established based on already existing one, there are no costs of establishing a legal entity in the European Union. Therefore to some extent, the initial costs of SpeleoHealth may be narrowed down to the following: web-site creation and publication, domain costs, SEO optimization, additional costs connected with phone calls while supporting the clients etc. So it is evident that initial investments are very low, which lets Siarhei to start testing the project without any big financial risks.
Therefore talking about potential future revenues, it is better first to analyze the prices of the Center for the services, understand the costs of SpeleoHealth mentioned above transferred to a period of time, and introduce a fix margin