1. General Approach The corporate communication strategy of Istanbul Aesthetic Center is built on trust, transparency, ethical values, patient-centered service, and international prestige. Our main objective is to establish a strong global brand identity in the field of health tourism and to use a consistent and powerful communication language at every touchpoint. 2. Communication Objectives To position Istanbul Aesthetic Center as a premium, trustworthy, and accessible healthcare provider worldwide. To build a strong sense of trust and satisfaction among our target audience. To increase brand awareness through digital platforms and traditional media. To elevate the patient experience not only through medical excellence but also through high-quality communication. To demonstrate that Istanbul Aesthetic Center is one of the pioneers of health tourism in Turkey. 3. Target Audiences Primary Audience: International health tourism patients (especially from Europe, the Middle East, and North Africa). Secondary Audience: Domestic patients seeking aesthetic and healthcare services in Turkey. Tertiary Audience: International health tourism agencies, business partners, and representatives. Quaternary Audience: Public opinion, media, industry professionals, and potential investors. 4. Communication Channels Digital Media: Website, social media (Instagram, TikTok, YouTube, LinkedIn), online advertisements. Public Relations: Press releases, interviews, PR events. Patient Communication: WhatsApp/phone hotline, email, online consultations, CRM systems. Corporate Communication: International fairs, congresses, partnerships, B2B agreements. Internal Communication: Team meetings, training sessions, digital newsletters. 5. Strategic Communication Elements Brand Language: Warm, reliable, professional, and easy to understand. Visual Identity: Modern, aesthetic, and consistent designs that reflect premium service. Content Strategy: Social media before-and-after shares (with disclaimers), Patient experience stories, Expert insights & educational posts, Multilingual content for health tourism (English, Arabic, French, etc.). Crisis Communication: Transparent and quick responses to potential complaints, misunderstandings, or media crises.
Corporate Social Responsibility (CSR): Participating in social projects to strengthen brand image. 6. Measurement & Success Criteria Annual growth rate in the number of international patients. Social media engagement rates and increase in brand recognition. Patient satisfaction surveys (target: 95%+ satisfaction). Number of press appearances and PR visibility. Expansion of partnerships and global representative network.