Medical services in Hong Kong, especially in the private sector, have become more sophisticated than ever as the city tries to establish itself as a top destination for medical tourism. Marketers in medical services must think outside the box and follow market trends closely in order to secure their share of the market.
Keyne Cheung (right), an assistant marketing manager from Raffles Medical Group, spends every morning surfing the internet and reading publications to check on the packages and services offered by competitors. She also regularly visits clients to look for feedback and suggestions.
'Keeping yourself informed is a key part of a marketing staff member's job. I analyse and evaluate current market information, see the company's market position and segments, and identify its strengths, weaknesses, opportunities and threats [SWOT] before setting up marketing plans and activities, in order to build up the company's brand and reputation,' Cheung says.
'Allocating the marketing budget appropriately to maximise its effect and exploring potential new markets are also parts of my duty,' she adds.
Cheung also pays close attention to regulations issued by the Medical Council of Hong Kong, to ensure the company follows the rules when rolling out marketing plans.
Marketing newcomers can expect HK$10,000 to HK$12,000 per month. A degree or diploma in sales- and marketing-related disciplines, plus working experience in the medical industry, is a distinct advantage.
