MEDICAL TOURISM CONSULTING
FREE E-BOOK · BOOK 4 OF 4
The 22 Immutable Laws of Medical Tourism Branding
How the classic rules of positioning decide which clinics international patients choose.
A practical guide for hospitals, clinics and medical tourism businesses that want international patients to understand them clearly, and choose them. It applies 22 laws of positioning to the decisions you face. Which patients you focus on, how you stand apart from competitors, what you stop promoting, and how you fund the position you choose.
Free PDF · 86 pages · First edition, 2026
WHAT’S INSIDE
01 · Narrow to grow strong, and how a brand is born (Laws 1–7)
Expansion, Contraction, Publicity, Advertising, the Word, Credentials and Quality. Choose a focus and build a recognisable name with checkable reasons behind it.
02 · Category and name (Laws 8–12)
Category, Name, Extensions, Fellowship and the Generic. Choose a distinctive name and decide what belongs beneath it.
03 · Brand architecture and identity across borders (Laws 13–18)
Company, Subbrands, Siblings, Shape, Color and Borders. Make the relationships between your names clear, and keep your identity recognisable across languages and formats.
04 · Brands over time (Laws 19–22)
Consistency, Change, Mortality and Singularity. Protect a position, recognise when change is needed and retire a name responsibly.
Altay
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