MEDICAL TOURISM CONSULTING
FREE E-BOOK · BOOK 3 OF 4
The 22 Immutable Laws of Medical Tourism Marketing
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 · First edition, 2026
WHAT’S INSIDE
01 · The battle for the patient’s mind (Laws 1–6)
Leadership, Category, Mind, Perception, Focus and Exclusivity. Choose the idea you want a defined patient group to remember, and the evidence that supports it.
02 · Where you stand against competitors (Laws 7–10)
Ladder, Duality, Opposite and Division. Pick a strategy that fits your real place among the options patients consider.
03 · Discipline (Laws 11–15)
Perspective, Line Extension, Sacrifice, Attributes and Candor. Set the limits that keep a position clear, including stating material limitations plainly.
04 · Execution and reality (Laws 16–22)
Singularity, Unpredictability, Success, Failure, Hype, Acceleration and Resources. Turn your position into work that is funded, tested and reviewed.
Altay
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