There are various positions and schools of thoughts on the 360* view of marketing, particularly when the channels of online marketing are trying to blend into and complement all the other marketing avenues that were considered the benchmark just a few years ago – terms like Integrated marketing, Cross-Channel and Multi-channel marketing find their way into the marketing strategy meetings very frequently. But, is it that linear? – Where some of the highest ROI channels are opted and the campaign kicks off? Medical tourism sector is known for its extreme scrutiny and brands cannot be created in a hurry – by applying and assembling some of the known and time-tested marketing channels. This over simplification seldom results in a dream marketing script… Think – Audience The only constant in this vibrant economic landscape is the ‘pole position of your audience’ – from where they dictate the longevity of a brand. Identify the leisure place as well as the play ground of your audience – Perform a survey where your potential customers spend their time with their online buddies and where they invest their energies in seeking or contributing their wisdom. Bracketing your audience into age-group, gender and demography will be crucial to identify their communities. This becomes your base camp for creating a marketing channel mix – whether it is the likes of Facebook, iTune Apps, LinkedIn, YouTube music videos, Tweet campaigns and slideshare presentation. Think – Channels With wireless technology moving fast and furious and moving towards the 5G technology in a hurry, the usage pattern of internet has changed dramatically. Web is being browsed in greater numbers on hand-held devices and on different mobile operating systems – Blackberry, iPhones and mini Notebooks have started replacing laptops in a major shift. But, the traditional media has not entirely been forsaken – TV, radio and print media marketing still occupy a lot of office and home space and their judicious mix into your marketing strategy is indispensable. Awareness campaigns through search engines (paid & organic) are complemented by the social media optimization, which in turn offer the perfect foil for the traditional marketing mix for Medical tourism industry.