Sağlık Turizminde Yeni Fırsatlar ve Türkiye'de Yerleşik Sağlık İşletmelerinin Pazarlama Çabaları

Bu çalışma kapsamında, sağlık turizmi farklı uygulamaları, nedenleri ve alandaki gelişmeler bir derleme şeklinde ele alınmıştır. Sağlık turizmi içinde yer alan medikal turizm, termal turizmi ve üçüncü yaş olarak da ifade edilen ileri yaş turizmini ve engelli turizminin farklı uygulamaları hakkında literatür incelenmiş ve bu konuda bilgi verilmiştir. Bu farklı sağlık turizmi uygulamalarıyla ilgili dünyada başarı sağlamış ülkeler, uygulamalar, Türkiye'nin bu alanlardaki potansiyeli, rekabet üstünlükleri ve mevcut pazar payı ele alınmış, Türkiye'de yerleşik sağlık işletmelerinin ve tabi ki kamuya bağlı sağlık kurumlarının mevcut potansiyeli ve yeni gelişmeler ele alınmıştır. Bu arada sağlık turizmi sektöründe yer alan, alacak ve alma potansiyeli olan kamu ve özel sektör işletmelerinin ne tür pazarlama faaliyetleri içinde olması gerektiği konusu da ele alınan bir diğer konu olmuştur. Özellikle sağlık kurumlarında kalite geliştirme ve standartlaşmanın pazarlama sürecine katkısı üzerinde durulmuştur.

New Opportunities and Marketing Efforts of Healthcare Companies in Turkey

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.

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