BLUE OCEAN STRATEGY IN PRIVATE HEALTH SECTOR

Abstract

While the number of private hospitals in Turkey was 271 in 2002, thisnumber reached to 562 by the year 2015. The number of private hospitals whichhave increased rapidly in a short period of time has brought intensecompetition with them. Private hospitals are becoming more and more identicalwith each other because of the rapid development of technology and the rapid imitationof institutions, and many different strategies are being pursued so that theycan get rid of this commonality. Private hospitals offer preventive healthservices, remotely or inpatient treatment services and rehabilitation servicesfor individuals. However, health promotion services is not given enoughattention by healthcare special hospitals. In the Deloittin 2016 report, theshare in the Turkish fitness market is 8th place with 1,098 million euros.According to the report, Turkey's fitness market has an important potential.Providing the services that private hospitals do not offer, creating fitnessand sports centers in their own structures, it is thought that they can open upto the blue ocean by avoiding competition, create a new customer segment,expand the health services offered and contribute to the hospital image. Inthis study, the related studies in the literature will be examined and theadvantages and disadvantages of these centers will be examined by examining theexamples of Turkey and other "wellness centers" from the world.