Professional Diploma in Strategic Health Marketing

1. Aligns with global trends in health services marketing.
2. Enhances competitiveness in local and international healthcare markets.
3. Improves institutional image and client acquisition.
4. Supports the development of realistic marketing plans based on market analysis and demographic trends.

1. A university degree in healthcare, business, or marketing-related fields.
2. OR a minimum of two years of documented experience in healthcare marketing or management.

1. Copy of personal ID or passport.
2. Recent personal photo.
3. Academic degree certificate or proof of professional experience.
4. Updated CV.

1. Marketing managers in hospitals and medical centers.
2. Physicians and healthcare professionals involved in institutional management.
3. Public relations and health media officers.
4. Individuals seeking to develop strategic health marketing skills.

Level One (Foundational): Foundations and Concepts in Healthcare Marketing

• Training Hours: 15 hours
• Training Units

1. Principles of Healthcare Marketing: Introduction to the fundamental concepts of marketing in the healthcare sector and its role in enhancing service quality.
2. Healthcare Market Environment Analysis: Study of factors affecting the healthcare market, including economic, social, technological, and legal influences.
3. Healthcare Consumer Behavior: Understanding the characteristics and attitudes of clients in the healthcare field, as well as the factors influencing their decision-making.
4. Ethics and Privacy in Healthcare Marketing: Adherence to ethical standards and protection of patient and beneficiary data.

Intermediate Level: Strategies and Applications of Healthcare Marketing

• Training Hours: 15 hours
• Training Units:

1. Developing Marketing Strategy in Healthcare Organizations: Formulating marketing objectives and plans tailored to the nature of healthcare services.
2. Digital Marketing for Healthcare Services: Leveraging digital platforms and modern technologies to effectively reach patients and clients.
3. Promotion and Advertising in the Healthcare Sector: Designing and implementing promotional campaigns compliant with healthcare regulations.
4. Healthcare Public Relations: Managing organizational communication and building trust with the public and regulatory bodies.

Advanced Level: Leadership and Innovation in Healthcare Marketing

• Training Hours: 20 hours
• Training Units:

1. Management of Institutional Image and Reputation in Healthcare: Developing and enhancing the professional reputation of healthcare institutions.
2. Use of Data and Reports in Marketing Decision-Making: Applying data analysis and statistical tools to improve marketing decisions.
3. Design of Integrated Media Campaigns in Healthcare: Integrating various media channels in effective marketing campaigns.
4. Management of Communication Crises in Healthcare Institutions: Establishing plans to handle emergency crises and media challenges.

Applied Research Project: “Integrated Marketing Plan for a Health Institution”

• Training Hours: (10) hours Supervised and Evaluated
• Project Description:

This project aims to train the trainee to develop a comprehensive marketing plan for a healthcare institution (hospital, medical center, specialized clinic, or healthcare aesthetic center). The plan should cover all modern marketing elements, starting from market analysis to the design of promotional and media campaigns. The trainee will be required to integrate theoretical knowledge and practical skills acquired during the program into an applied project that simulates a real-world professional environment.

• Project Objectives:

1. Apply healthcare marketing concepts and strategies within a practical framework.
2. Develop the ability to analyze the internal and external environment of a healthcare institution using strategic analysis tools (SWOT, PESTEL).
3. Enhance skills in formulating marketing plans, including objectives, strategies, distribution channels, and promotional activities.
4. Strengthen the ability to utilize healthcare data and reports in supporting marketing decisions.
5. Prepare the trainee to present the project professionally before an evaluation committee or senior management.

• Trainee Tasks:

1. Select a healthcare institution (hospital, medical center, specialized clinic, or healthcare aesthetic center) as the focus of the project.
2. Collect primary and secondary data about the institution and its related healthcare market.
3. Conduct a strategic analysis of the internal and external environment using tools such as SWOT and PESTEL.
4. Identify target patient/customer segments and systematically segment the healthcare market.
5. Draft an integrated marketing plan that includes:
   • Marketing objectives.
   • Key strategies.
   • Distribution and promotional channels.
   • Design of media and advertising campaigns.
6. Utilize healthcare data and reports to support marketing decisions and prioritize actions.
7. Prepare an implementation matrix outlining strategies, Key Performance Indicators (KPIs), and timelines.
8. Produce a comprehensive official document (10–15 pages) covering all components of the marketing plan.
9. Prepare a concise and professional presentation summarizing the plan and outcomes for the evaluation committee or senior management.

• Supervision and Guidance Approach:

1. Academic supervision sessions (5 hours) distributed across the stages of project implementation.
2. Individual or group follow-up to provide feedback and guidance.
3. Advisory support in selecting the real or hypothetical healthcare institution to be used as the project subject.
4. Final review to ensure the project complies with scientific and ethical standards in healthcare marketing.

• Project Deliverables:

1. A formal written document (10–15 pages) presenting a comprehensive marketing plan for a healthcare institution.
2. A presentation summarizing the essential elements of the plan before the evaluation committee.
3. Market and strategic analysis highlighting strengths, weaknesses, opportunities, and threats.
4. An implementation matrix including proposed strategies, performance indicators, and timelines.
5. An evaluation report demonstrating how the plan aligns with the institution’s healthcare and organizational objectives.

1. International Professional Certificate issued by the American Board of Medical & Health Specialties – California, USA
   •  Notarized and Apostilled by the U.S. Department of State.
   • Globally verifiable via the Dataflow system
2. International Professional Certificate issued by the American Board for Training and Human Resources Development – California, USA
   • Notarized and Apostilled by the U.S. Department of State.
   • Globally verifiable via the Dataflow system
3. International Professional Certificate issued by Midmak International Academy – Syria | Australia
   • Certified by the Ministry of Foreign Affairs of Australia and Syria.
4. Academic Endorsement from the American University for Continuing Medical Education (AU-CME)
   • Independent academic documentation facilitating acceptance for international accreditation and professional development portfolios.