the think and do tank
www.healthcarecybernetics.com
Contact:
Constantine Constantinides
Tel.: (+30) 69 45 85 76 42
constantinides@healthcarecybernetics.com
Note:
Some of websites cited may currently be inaccessible or password-protected
Commercializing and Monetizing our Services
(Executive Summary)
Making the Bottom Line the Top Line
…the “elevator pitch”
As a think and do tank, up to now (and through the Chief Executive Officer, Dr.
Constantinides, M.D., Ph.D.), we have (since 2006) been focusing on
introducing new concepts and innovations, playing a thought leadership role,
establishing our Pedigree and Credentials and gaining international recognition
and trust.
Nevertheless, all along, we have been methodically developing unique and
high-value marketable services, primarily addressing the industry - at the macro
and micro levels.
We have now reached the stage of development and consolidation which allows
us to confidently commercialize and monetize our service offerings.
This is what we have embarked on, as of the beginning of 2013.
The Story which goes with it
healthCare cybernetics (hCc) – a Limited Liability Company based in the United
Kingdom – operates as an independent and self-funded private sector think and
do tank.
In practical terms, hCc can be regarded as a holding company consisting of a
number of Divisions – with each Division addressing a nascent and highimpacting Health Sector Domain (Industry and Market Ecosystem).
See below: “The Divisions”.
As a think and do tank, up to now (and through the Chief Executive Officer, Dr.
Constantinides, M.D., Ph.D.), we have been focusing on:

Providing applied analysis and strategic thought
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Introducing new concepts and innovations
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Implementing initiatives aimed at expanding the Industry and
cultivating the Market
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Playing a “Thought Leadership” role
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Speaking at International Conferences (always as Invited and Hosted
Speaker)

Establishing our Pedigree and Credentials

Gaining international recognition and trust
Nevertheless, all along, we have been methodically developing unique and
high-value marketable services, primarily addressing the industry - at the macro
and micro levels.
In connection with this, we have developed and are administering something
like 240 dedicated and purpose-specific websites and microsites (which are
listed at the corresponding “core website” of each Division (see below:
“Divisions”).
We have now reached the stage of development and consolidation which allows
us to confidently commercialize and monetize our service offerings.
Our range of service offerings aims to cover the Domains we address
comprehensively and innovatively – and which always aims to be associated
with tangible and unique “added value”.
See below: “Services”.
Our systematic approach (over several years) to development, integration and
consolidation, was strategically designed to establish an unassailable Business
Model.
The objective is for each Division, to be the “Google” in its chosen Domain –
something which has already been achieved in the case of the Health Tourism
Division.
healthCare cybernetics has been designed for the long term and for the long
run.
This becomes obvious and clear by our patience and persistence – over a
period of 10 years. In fact, like Amazon and Google, we were prepared to be
misunderstood for a long time.
Furthermore, our view has always been geopolitical and we ensured that our
services were designed to be adaptable, adoptable and implementable
internationally.
The Divisions
The Divisions are:

eHealth
(www.ehealthenterprise.com)

Health Tourism
(www.healthtourismenterprise.com)

Management of Aging
(www.managementofaging.com)

European Cross-border Healthcare
(www.europeancrossborderhealthcare.eu)

Health Services Development
(www.healthservicesdevelopment.com)

HealthCare Hellas (the Greek Healthcare Sector Watcher and Analyst)
(www.healthcarehellas.gr)
Each Division (which is associated with several dedicated websites) has
developed services addressing the corresponding Domain industry and market.
See below: “The Domains”.
The “industry” is addressed at both, macro and micro levels.
Some of the Divisions are also being prepared to be spun off as subsidiaries or
independent companies.
The Domains
The “domains” we address correspond to our Divisions (see above: “The
Divisions”).
The Domains we have chosen to address are nascent and high-impacting – and
need to be addressed with innovations based on deep sector-specific
knowledge and understanding.
Furthermore, the Domains we address are fragmented.
hCc has introduced the concept and practice of Domain Integration.
A company which manages to address each domain, in a comprehensive and
integrated way, will be efficient and competitive.
A company which addresses practically all aspects of the Domain, in an
integrated and efficient way, becomes something akin to Google.
This is what hCc has done through its Domain-specific Divisions.
The “lion’s share” of our attention has been directed at the Health Tourism and
Management of Aging domains. This is because, in addition to being nascent
and high-impacting, they are both associated with high growth potential.
The Health Tourism Division, in particular, is today regarded internationally as
the thought leader, innovator and provider of development-related applied
analysis, strategic thought and practice (at the macro and micro levels).
The Services
…with Health Tourism as the example
healthCare cybernetics – through its Health Tourism Enterprise Division – and
its service offerings - is today, the de facto Google of Health Tourism.
An indication of the scale and scope of the Services is provided by the fact that
the Health Tourism Division is associated with more than 200 dedicated and
purpose-specific websites. These are listed at the Health Tourism Enterprise
website.
See:

Web Strategy
(http://www.healthtourismenterprise.com/Web-Strategy/Web-Strategy.htm)

List of all our Health Tourism Sites
(http://www.healthtourismenterprise.com/List-of-Health-Tourism-Websites/List-ofHealth-Tourism-Websites.htm)
In terms of “services”, the following is an indicative listing of what we provide:

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




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Applied Analysis and Strategic Thought (Consulting / Advisory
Services)
Destination Master Plan Design and Implementation
Destination Accreditation
Destination and Provider Rating
Education
Publishing
Events Design and Staging (Conferences and Exhibitions)
Investment-related Services
Promotion (Destination and Provider)
Gaming (the very serious kind – see: www.journeytohealthistan.com)
For details visit: www.healthtourismenterprise.com.
The “what and how”
Our current objective is to commercialize and monetize our Service Offerings.
All the knowledge, know-how, understanding and technology have been put in
place and are operating.
And we have begun to implement the Promotional and Marketing Strategy and
Plan.
Furthermore, we aim to leverage what has been created to maximally monetize
the developed and offered services
We will do this by inviting the expression of “investment interest” from suitable
Private Equity firms – for the purpose of securing the “complementary
resources” needed to achieve “maximization”.
Some further (but not essential) reading
The Marketing Message
…of thought leaders and innovators like healthCare cybernetics
Since “marketing” is all about creating interest in potential customers, how do we go
about creating this “customer interest”?
We do it by putting out a message that says: “this is why we are doing what we are
doing and why it is important” (rather than “hey, look at us”).
Innovators and Thought Leaders, such as healthCare cybernetics, have the power to
change the world – or at least, the “domains” they address.
For example, Foundry Group (a venture capital firm focused on investing in early-stage
information technology companies) clearly believes that startups have the power to
change the world. They spend countless time and effort expressing their opinions on
relevant topics. They write books to support their beliefs.
healthCare cybernetics, in the context of marketing its services, is in essence, a
“startup” – and this (and a lot more) is what we have been doing.
Startups, in addition to their thinking and doing, talk about what they know and believe
in – and have built a following around people who are deep insiders and decisionmakers – in the fields or domains being addressed.
Like the best and most successful startups, we spend an unbelievable amount of time
and effort expressing our opinions on the Health Sector Domains we address. And
those whom we address listen and take note.
But, as Brad Feld (the Foundry Group’s Managing Director) points out: if your offerings
are not “great” even the greatest marketing will not help.
Our offerings are “great”.
Marketing by not marketing
The advice we give to ourselves – and to others:
“Don’t do marketing. Focus on becoming a thought leader in your
space. Talk everyday with your customers, perspective customers,
partners, and the world about why you do what you do and why
you think it is important.
Do Marketing through “thought leadership”.
When asked “what is the most significant thing you did from a
marketing perspective to accelerate your business” the answer
should be “we focused on being a thought leader in our space.”
Background to our Marketing Strategy
Our Marketing Strategy is directed at the Industry (the Supply Side).
Although we also address the Market (demand side) – we do so on behalf of the
Industry – as part of our thought leadership Agenda to “Cultivate the Market”.