PART 1.
Top 10 Predicted Marketing Trends for Hospitals and Clinics in 2026

1.
The continued slump in domestic demand
· The impact of the decline in consumption on the opening market
· Trends and outlook for slowing economic growth
· Risks and patient trends in the market for opening a practice during a recession
· Strategy needed in a recession: Trust and expertise over price competition
· Thorough preparation and trust-building are key.
2.
Deepening polarization of consumption
· The era of polarized consumption begins in earnest.
Polarization revealed in the consumer goods and luxury goods markets
Polarization revealed in the coffee shop market
· Impact on the Hospital Opening Market: Patients' Polarized Choices
· Direction of opening strategy: Cost-effectiveness vs. premium, the need for selection and focus
3.
The importance of personal branding is rising.
· Strengthening advertising regulations and increasing the importance of personal brands.
· The director's personal influence on patient selection
· Expanding branding practices through media and content
· The value of 'main character' and various 'sub-character' activities
· Personal branding strategy starting before opening
4.
Increasing proportion of overseas patients
· The recovery of the medical tourism market and the growth of K-beauty in the post-COVID-19 era.
· The Global Competitiveness of K-Medical: From Plastic Surgery and Dermatology to Dentistry and Wellness
· Specialized medical tourism zone centered around Gangnam
· Opening Strategy: Setting a direction with an eye on attracting overseas patients
· The need to establish customized services for overseas patients
Future opportunities brought about by the influx of overseas patients
5.
Increase in 365-day medical care by region
· Increasing trend of 24/7 medical care centered on regional hubs
· Intensifying competition focused on medical accessibility and patient convenience.
6.
The Era of Video Platforms and Medical Video Advertising
· Current status and rapid growth of the video market
· Why 2026 is a great year for short-form video.
· Core video content strategies that build patient trust
· Practical know-how in video planning, operation, and channel management
· Video advertising investment efficiency analysis and ROI management
· Ethics and Legal Precautions for Medical Content Creation
· Core principles of successful medical imaging content
7.
The continued decline of the property insurance market
· Cases of ups and downs in medical departments related to claims for actual loss insurance
· Structural messages shown by cases
· Realistic implications for directors preparing to open a practice
8.
The spread of negative marketing
Negative marketing disguised as public interest reporting
· The structural background of the spread of negative marketing
· Institutional loopholes and the problems of administrative reliance on public complaints
· Case law regarding advertisement review on medical institution blogs
· On-site confusion and practical response measures
9.
The Light and Dark Side of Legislative Conflict and the Conflicting Benefits
· The crisis in essential medical care and the windfall profits of some medical departments
· Trends and impact of sales changes by medical institution
Key strategic points that prospective doctors should be aware of
10.
Strengthening the spending power of middle-aged and older patients
· Changes in consumer sentiment and the restructuring of medical consumption during economic downturns.
· Characteristics of the spending power and medical needs of the middle-aged and older generation
· Analysis of demand reorganization cases by department
· Hospitals' Response Strategies in a Recession
Strategic Implications for Medical Professionals Preparing to Open a Practice

PART 2.
The Reality of Preparing for Hospital and Clinic Opening Marketing in 2026

1.
The beginning of realistic preparations for opening a practice
· How to prepare for opening a practice
· Reasons why it is difficult to open a hospital
Comparison of independent and network practices
· Establish a good relationship with the hospital you are leaving.
· Pros and Cons and Risks of Opening a Partnership
· When opening a practice, depth of preparation is more important than speed.
2.
Depth of preparation and sense of reality
· The more you share your opening preparation notes, the better.
Why General Management and Marketing Courses Don't Help
· Look at hospitals from a businessman's perspective
· Network headquarters is not responsible for everything.
3.
Basic Design of Hospital Branding
· The importance of hospital naming and identification
· Branding required for hospital marketing
· Commonalities of Successful Hospital Brands
· Branding strategy of a first-class hospital
· Director's personal branding and hospital branding
· Personal branding prepared from the time of service
4.
Content and Brand Expansion Strategy
· Hospital opening and YouTube
· Writing a book for the director's personal branding
· Hospital differentiation through clinic hours
· The importance of customer experience (CX)
· The intellectual property rights of all content and platforms belong to the director.
5.
Location and Market Analysis
· The most important point in opening a hospital is location.
· Classification and characteristics of medical special zones, competitive locations, and local areas
· Differences in non-covered items between the metropolitan area and local areas
· Analyze by distinguishing between location and living area.
Survival strategies for local and regional lawmakers during recessions
6.
Initial marketing strategy
· Consider maturation and accumulation rather than short-term performance.
The importance of search engine optimization (SEO) in the early stages of opening a practice
· Create reviews and manage reviews
· Initial marketing costs and scale
· How to plan an open event
· Hospital bait and bait products
7.
Marketing Operation Practices in the Early Stages of Opening a Clinic
· Clarify peak and off-season strategies
· Marketing roles of the director and general manager
· To what extent should the director be involved in marketing?
· Sales increase only when you meet decision makers in person.
· Personalization and reward design are crucial for hospital advertising.
8.
Channel Marketing and Patient Acquisition Strategies
Hospital cafe marketing
· How to use disease cafes and local cafes
· Direction of medical app marketing
· Advertising strategies to attract overseas patients
· Verify the route of the new patient's visit.
Characteristics of hospitals with high marketing dependence
9.
Sales Structure and Growth Strategy
Factors affecting hospital sales and net profit
· Types of sales structures in the early stages of opening
· How to prepare for quick sales
· Reasons for delayed sales growth
· Background of the increase in medical consumption among middle-aged people
· Maintain agility and dynamism as the hospital grows after opening.
10.
Trial and Error and Internal Risk Management
· Negative issues arise in various areas.
· The nature of hospital fraud issues and responses
· Decisions made under pressure from circumstances are dangerous.
· Don't rely on just one consulting channel.
· Hyenas targeting the director since the opening
· The importance of the director's staff and objectivity
· Website creation should prioritize practicality over perfection.
· Don't fall in love with your medical specialty.
11.
Organizational and Management Risk Management
· Pros and Cons of Family Business and Precautions
· Pitfalls of Family/Couple Businesses
· Basic principles of opening and hiring
· Characteristics of the MZ generation workforce and the labor shortage
· Don't blindly trust your own marketing metrics.

PART 3.
Practical strategies you need to know before and after opening a practice

1.
Department and Portfolio Strategy
· This is how to organize your clinical subject portfolio.
· Continuity of practice by department
· Opening a practice over a long distance is difficult.
· Think of signature treatment like this:
2.
Marketing and Patient Care
· Is a hospital website necessary in any case?
· Distinguish between inbound and outbound marketing.
· Introduction of hospital marketing and CRM
· Things to prepare for attracting overseas patients
Common Mistakes When Creating New Patient Questionnaires
3.
Hospital Culture and Internal Communication
· Outpatient and Non-Covered Patients vs. Popeye and Star Candy
· Establish a hospital culture that fosters effective communication from the outset.
· Our staff's counseling skills are exceptional. Is that really true?
· The influence of religion and opening
4.
Operational efficiency and personnel management
· As the interior finishing deadline approaches, most people cannot make time.
· The original employee is needed for the job - it cannot be filled by changing the position.
· Should work be done sequentially or in parallel?
5.
Responding to market changes and trends
· Who is driving trends in the hospital and healthcare market?
· Reference should be made to examples from restaurants, education businesses, and other medical departments.
· Characteristics of iPhone users in hospital marketing
· About advertising agency fees and payback
· If you receive complaints or objections from surrounding hospitals during the initial stages of opening

Key Contents

PART 1.
Top 10 Predicted Marketing Trends for Hospitals and Clinics in 2026

We focus on the key keywords that will dominate the hospital opening market in 2026: recession, polarization, K-beauty, and seniors.
It details the characteristics of middle-aged and older patients who maintain their purchasing power even in an economic downturn, as well as strategies for coping with the era of polarized consumption, where people make extreme choices between cheap and expensive options.
In particular, amidst the strengthening of medical law advertising regulations and the trend toward prioritizing patient trust, we emphasize the importance of **'director personal branding'** and present a content strategy leveraging the heyday of short-form video platforms from a concrete ROI perspective.

Key trends: the continued domestic economic downturn, deepening consumer polarization, the growing importance of personal branding for hospital directors, the increasing proportion of international patients, the rise of regional 365 care, the era of video platforms and medical video advertising, the continued decline of the real-life insurance market, the spread of negative marketing, the pros and cons of legislative conflict and its mixed benefits, and the growing spending power of middle-aged and older patients.

PART 2.
The Reality of Preparing for Hospital and Clinic Opening Marketing in 2026

The success of opening a practice depends on **'depth of preparation rather than speed'**.
We'll cover why opening a private practice is more challenging than opening a traditional business, compare the pros and cons of opening a solo practice versus opening a network practice, and offer practical marketing infrastructure you should consider before opening, including naming your practice, branding, utilizing YouTube, and writing a book.
In particular, branding required for marketing is about creating a point of differentiation from other hospitals, and we emphasize **Chapter 1, Section 1 of Personal Branding**, which organizes expertise from the history.

PART 3.
Practical strategies you need to know before and after opening a practice

It contains practical know-how to reduce trial and error that may be encountered after opening a practice and accelerate growth.
We offer practical, field-proven tips, including how to build a clinical portfolio, design signature practices and trademark registration strategies, the need for CRM implementation for marketing and patient management, and the details of verifying new patient visit paths and completing new patient questionnaires.
We also emphasize a management mindset that flexibly responds to market changes, such as **'Don't fall in love with your medical specialty.'**

Expert Review: "Hospital Opening Marketing Trends 2026"

"In an age of uncertainty, the formula for successful hospital opening hinges on the depth of your marketing preparation."
This book, which condenses the author's insights from 18 years of observing numerous hospital openings, sharply diagnoses the complex realities of the healthcare market in 2026.
In particular, the perspective that connects macro trends such as the economic downturn, polarization of consumption, and the rapid rise of AI and short-form video to opening strategies is compelling.
The author clearly suggests that **'personal branding,' which builds a brand based on the director's personal trust and expertise, rather than traditional advertising methods, is the key variable for success.
Furthermore, it goes beyond a simple list of theories and provides a specific practical roadmap that must be followed before and after opening a practice, including website creation, search engine optimization (SEO), and utilization of medical apps.
From the marketing psychology of distinguishing between "bait and catch"** to the importance of "parallel rather than sequential" execution, the know-how gained from the field will dramatically reduce trial and error for prospective practitioners.
The emphasis on a flexible portfolio strategy that "doesn't fall in love with a specialty" for long-term survival also resonates deeply with managers.
This book is an essential strategy for surviving in a competitive environment and a compass that awakens the managerial mindset of medical professionals.