Healthcare Tourism of Sunway Medical Centre in Malaysia

3287 Words13 Pages
Contents 1.0 Executive Summary 2 2.0 Introduction 3 3.0 Brief Description of the Company 4 3.1 Company Background 4 3.2 Current Market Position 4 3.3 Competitive Advantage 5 4.0 Analysis of Customer Relationship Marketing Strategies 6 4.1 Company Value Proposition 6 4.2 The Experience Economy 7 4.3 The “Wow Effect” 9 4.4 Profitable Loyal Advocates 10 4.5 CRM Programs 12 4.5.1 Patient Focused Care Program 13 4.5.2 Personalised E-Health System 13 4.5.3 Post-Treatment Satisfaction Services 13 4.5.4 Market Segmentation 13 4.5.5 Loyalty Bonds 14 4.5.6 Loyalty Rewards 14 4.5.7 Bundling Techniques 14 4.5.8 Justifications 14 4.6 Customer Complaints and the Gaps 16 5.0 Recommendations 19 5.1 Care Reliability 19 5.2 Enhance Security 19 5.3 Getting the Lead Out 19 5.4 Value-Added Programs 19 5.5 E-Marketing Strategies 20 6.0 Conclusion 21 7.0 Harvard References 22 1.0 Executive Summary The first part of this assignment is about the introduction of the healthcare industry. It is followed by the brief description of the Sunway Medical Centre. This includes the history, objectives, achievements, current market situation, competitive advantage and focus of the company. The second part of this assignment involves customer relationship strategies that linked to theoretical elements like company value proposition, the concept of the experience economy, four tiers of customer pyramid, Customer Relationship Programs and customer gaps. The last part of the assignment will mention suggestions

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