Dubai's Medical Tourism: Strategies for Global Leadership

Dubai Medical Tourism Blair Kendall Marketing, Park University MKT632: Strategic Brand Management Professor Keith Rieger November 12, 2023

Case Study 2 Introduction Dubai health care is a countrywide proactive campaign that addresses the risks raised by a sedentary lifestyle within the workplace which was launched by the Arabian Healthcare Group. My co-workers mainly absorbed that Dubai’s strategic vision was to become the international leading financial servicer while delivering the world’s largest international transportation and redistribution hub for the top medical tourism destination. New Knowledge My co-worker also found it amusing too that this became the fastest growing Medical Tourism Destination globally while being rated the Top Medical Tourism Destination, in the region. Dubai was also able to develop a Healthcare industry to compete with the best in the world while contributing to the Economic Development of the Emirate of Dubai (Dubai Health Authority, 2015). This sparked the conversation of how Dubai was able to do this for not only their citizens, but other countries citizens as well. If Dubai was able to launch an aggressive effort to improve the quality, affordability, and timeliness of care in both the government and private healthcare sectors; why can’t our government? The biggest surprise was that Dubai’s healthcare offered unification of healthcare policies. These polices help improve access to quality and affordable care while reducing the reliance on out-of-country treatment. Brand Building Block After these concerns were established, I asked them about the four steps of brand building. We talked about who we are as a company, what the company is, what we think about the company and what we think about co-workers. As a company, the company ensures the

Case Study 3 identification of the brand with their customers and creates an association of their brand within their customers’ minds with a specific product, benefit, or customer need (Keller, K.L., 2023). Point of Parity & Difference As a team we concluded that Dubai’s target market was everyone. Their point of parity would be innovation, symbolism, and values. These points of parity would help recognize the points of difference which would be education, health issues and prices. Our brand mantra would be to mirror other health care’s values which would be to continue health research firm that is dedicated to help organization make important business decision through the use and analysis of data and market intelligence (Brand Mantra, 2022). Brand Association & Communication Strategies Our brand association model for Dubia would be to focus on benefit, attribute, and concept. Based on figure 2.2 the model should use educational outcomes, health, and both locals and tourists. These associations would lead to services such as other businesses created, more consumers and better quality of life (Melodena, 2008). The communication strategies that would be necessary to generate interest and sustain growth would be access to common knowledge of the program and what the program offers and costs. Dubai should target markets with motivation, perception, and learning processes that differ from other market segments because Dubai promotes their services for locals and tourists, and their families. Dubai medical tourism could use perception by determining the properties of stimuli by using vision and hearing (Hoyer, Macinnis, Pieters, 2017). Create communication with ads that mention their programs infrastructure and outlook. This can create arouse by perceiving through

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Case Study 4 vision and hearing. While promoting functional, symbolic, hedonic, social, nonsocial needs to their consumers that offers outstanding customer service for all active members. These two tactics will create a foundation for communication strategies to help generate interest and sustain growth.

Case Study 5 REFERENCES About Us . The Brand Mantra. (2022). https://www.thebrandmantra.com/aboutus#:~:text=The %20Brand%20Mantra%20healthcae%20is,of%20data%20and%20market%20intelligence Dubai Medical Tourism Program. (2015). Dubai Health Authority https://www.dha.gov.ae/EN/SectorsDirectorates/Directorates/HealthRegulation/ MedicalTourism-Office/Pages/default.aspx Hoyer, W. D., Macinnis, D. J., & Pieters, R. (2017). Consumer behavior . Cengage Learning. Keller, K.L. (2003) ‘Strategic Brand Management,’ New Jersey: Prentice Hall. Melodena, S. B. (2008). Dubai - a star in the east. Journal of Place Management and Development, 1(1), 62-91. doi: http://dx.doi.org/10.1108/17538330810865345

Dubai Medical Tourism

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