New Opportunities and Marketing Efforts of Healthcare Companies in Turkey

Abstract

This study compiles different practices within the scope of health tourism together with their reasons and the developments in the field. Literature on different practices of medical tourism, thermal tourism, advanced age tourism, which is called third age tourism and handicapped tourism within the scope of health tourism was analyzed and information was presented in the study. The countries and practices which achieved a success in the world with different health tourism practices, the potential, competitive superiority and existing market share of Turkey in these fields were analyzed; the current potential and new developments in well-established public and private health enterprises in Turkey were determined. Types of marketing activities that the current and future public and private sector enterprises in health sector should follow were also analyzed. The study particularly concentrated on the contribution of quality development and standardization in health organizations on marketing process.