GetTreated.Co: A Digital Medical Tourism Concierge Service in Armenia
(8 pages of text)
A young Canadian entrepreneur had established a digital medical tourism concierge service in Armenia--GetTreated CJSC--and in 2019 was evaluating the opportunities for the company's growth. While the company was experiencing steady growth, the founder felt that the growth rates were not reflective of the potential that was present in the market. Something had to be changed about how the company was acquiring its customers. The company's promotional strategy also needed work in the face of increasing competition locally and globally.
This case is intended for undergraduate- and graduate-level courses on marketing, communications and promotional activities, destination tourism, and digital marketing. The topics addressed in this case include customer analysis and segmentation, service marketing via a discussion of the 7Ps of service, medical tourism, and digital marketing.
After working through the case and the assignment questions, students will be able to do the following:
- Analyze the medical tourism industry.
- Evaluate the performance of a small digital business.
- Analyze customer acquisition and promotional activities information to make a decision for growth.
Armenia, Small, 2019
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