BLUE OCEAN STRATEGY IN PRIVATE HEALTH SECTOR

While the number of private hospitals in Turkey was 271 in 2002, this number reached to 562 by the year 2015. The number of private hospitals which have increased rapidly in a short period of time has brought intense competition with them. Private hospitals are becoming more and more identical with each other because of the rapid development of technology and the rapid imitation of institutions, and many different strategies are being pursued so that they can get rid of this commonality. Private hospitals offer preventive health services, remotely or inpatient treatment services and rehabilitation services for individuals. However, health promotion services is not given enough attention by healthcare special hospitals. In the Deloittin 2016 report, the share 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 fitness and sports centers in their own structures, it is thought that they can open up to the blue ocean by avoiding competition, create a new customer segment, expand the health services offered and contribute to the hospital image. In this study, the related studies in the literature will be examined and the advantages and disadvantages of these centers will be examined by examining the examples of Turkey and other "wellness centers" from the world