Jordan is an important host country for medical tourism in the Middle East, receiving more than 200,000 international patients every year. However, the country has recently lagged behind its competitor destinations, such as the United Arab Emirates and Türkiye due to various challenges, such as visa issues, brain drain, reduced demand from traditional markets, increased competition in the region and insufficiency of complementary hospitality services. King Hussein Cancer Center (KHCC) is one of the most suitable institutions for taking medical tourism in Jordan to the next level, since it provides premium holistic cancer treatment services with its excellent facilities and highly capable human resources.
Witnessing the fact that level of medical tourism at KHCC has been below its potential, the hospital assigned Enera as its strategic advisor to develop a detailed and evidence-based plan for increasing the volume of foreign patients and improving the value added.
In this project, we conducted a situation analysis to identify challenges, root causes and enablers regarding medical tourism activities, and an in-depth market research to determine target countries and their segments. Furthermore, we developed a marketing strategy that details the positioning approach, communication framework and implementation steps. Finally, we developed a capacity plan that evaluated additional expected demand for KHCC’s services due to expansion of medical tourism activities vis-à-vis available resources at the hospital.
Hashemite Kingdom of Jordan
King Hussein Cancer Center
2023-2024
The deliverables of this project have been found very useful by the hospital administration in terms of identifying and resolving several bottlenecks for medical tourism activities. Furthermore, the initiatives that have been developed as part of the new marketing strategy, especially those regarding digital marketing, have created changes in the mindset and practices of marketing and patient relations teams, leading to expectations for improved outcomes in the near future.
