sh.sePublications
Change search
Link to record
Permanent link

Direct link
BETA
Rydback, Michelle, DoktorandORCID iD iconorcid.org/0000-0002-2016-4841
Publications (4 of 4) Show all publications
Hyder, A. S., Rydback, M., Borg, E. A. & Osarenkhoe, A. (2019). Medical tourism in emerging markets: The role of trust, networks, and word-of-mouth. Health Marketing Quarterly, 36(3), 203-219
Open this publication in new window or tab >>Medical tourism in emerging markets: The role of trust, networks, and word-of-mouth
2019 (English)In: Health Marketing Quarterly, ISSN 0735-9683, E-ISSN 1545-0864, Vol. 36, no 3, p. 203-219Article in journal (Refereed) Published
Abstract [en]

Despite the growing popularity of medical tourism (MT) in emerging markets (EMs), little is known about how healthcare providers operationalize. This article analyzes how healthcare providers meet different challenges to market MT in an EM setting. A qualitative method was used for data collection and conducting case studies on healthcare services in the Philippines. The results show that trust and network building are necessary for mitigating the unfavorable characteristics, instability and lack of legitimacy caused by institutional constraints in EM. Word-of-mouth is found to be important to attract new customers and disseminate information about MT services.

Place, publisher, year, edition, pages
Taylor & Francis Group, 2019
Keywords
Emerging markets, Healthcare, Medical tourism, Network, Trust
National Category
Business Administration
Research subject
Politics, Economy and the Organization of Society
Identifiers
urn:nbn:se:sh:diva-38467 (URN)10.1080/07359683.2019.1618008 (DOI)31210584 (PubMedID)2-s2.0-85067617363 (Scopus ID)
Available from: 2019-06-24 Created: 2019-06-24 Last updated: 2019-08-06Bibliographically approved
Rydback, M. & Hyder, A. S. (2018). Customization in medical tourism in the Philippines. International Journal of Pharmaceutical and Healthcare Marketing, 12(4), 486-500
Open this publication in new window or tab >>Customization in medical tourism in the Philippines
2018 (English)In: International Journal of Pharmaceutical and Healthcare Marketing, ISSN 1750-6123, E-ISSN 1750-6131, Vol. 12, no 4, p. 486-500Article in journal (Refereed) Published
Abstract [en]

Purpose: Focusing on customization, this paper aims to examine how service providers market health care in emerging markets through medical tourism. Design/methodology/approach: Using a qualitative method, researchers conducted 18 semi-structured interviews with managers from five health-care providers and supporting organizations in the Philippines. For analysis, data from the service providers are compared. Findings: Customization is found to play crucial role in offering health-care services. The customization takes place by adapting to emotional, social and cultural needs; alleviating knowledge asymmetry; and moderating the negative impact of the unfamiliar context experienced by international patients. Research/limitations implications: The empirically grounded theoretical framework needs to be tested in different contexts for generalization. Practical implications: The study focuses on understanding and responding to the needs of international patients, also demonstrating that health-care marketing must be developed through a joint effort by both the medical and business sides of health-care providers. Social implications: The paper acknowledges the need for health-care marketing and the novel role of health-care providers. Originality/value: Using a marketing lens, this study sheds light on the underexplored industry of medical tourism. 

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2018
Keywords
Emerging market, Health care, International patients, Knowledge asymmetry, Medical tourism, Service marketing
National Category
Business Administration
Identifiers
urn:nbn:se:sh:diva-36809 (URN)10.1108/IJPHM-07-2017-0035 (DOI)2-s2.0-85056134689 (Scopus ID)
Available from: 2018-11-26 Created: 2018-11-26 Last updated: 2020-03-31Bibliographically approved
Rydback, M., Hyder, A., Borg, E. A. & Osarengkhoe, A. (2016). Marketing Medical Tourism in Emerging Market: The Role of Trust, Network, and Adaptation. In: BAM2016 Conference Proceedings: Thriving in Turbulent Times. Paper presented at British Academy of Management (BAM). Newcastle: British Academy of Management
Open this publication in new window or tab >>Marketing Medical Tourism in Emerging Market: The Role of Trust, Network, and Adaptation
2016 (English)In: BAM2016 Conference Proceedings: Thriving in Turbulent Times, Newcastle: British Academy of Management , 2016, p. -18Conference paper, Published paper (Refereed)
Abstract [en]

This paper aims to examine marketing of medical tourism (MT) from an emerging markets’ (EMs) perspective. In concrete, it analyzes how service providers develop trust, establish contacts with different actors and adapt to customers and the local environment to carry out the marketing in EM. A qualitative multiple case study approach has been employed. The result shows that trust- and network building is significant in mitigating the unfavorable feature, sustain the instability and legitimacy cause by institutional void. While, adaptation is necessary to customize service and support trust and network building. This study shows how healthcare providers are thriving in a turbulent environment in EM to promote medical service. Thus, it confers marketing science influence the MT industry. The proposed theoretical framework can be a relevant tool to improve understanding MT.

Place, publisher, year, edition, pages
Newcastle: British Academy of Management, 2016
Keywords
medical tourism, emerging markets, trust, marketing
National Category
Social Sciences
Research subject
Politics, Economy and the Organization of Society
Identifiers
urn:nbn:se:sh:diva-36598 (URN)978-0-9549608-9-6 (ISBN)
Conference
British Academy of Management (BAM)
Available from: 2018-10-17 Created: 2018-10-17 Last updated: 2018-10-18Bibliographically approved
Rydback, M., Hyder, A., Borg, E. & Osarenkhoe, A. (2015). The marketing Process of Medical Tourism. In: Demetris Vrontis; Yaakov Weber; Evangelos Tsoukatos (Ed.), Innovation, Entrepreneurship and Sustainable Value Chain in a Dynamic Environment: . Paper presented at 8th Annual Conference of the EuroMed Academy of Business,Verona, Italy, 16-18 September, 2015 (pp. 2157-2159). EuroMed Press
Open this publication in new window or tab >>The marketing Process of Medical Tourism
2015 (English)In: Innovation, Entrepreneurship and Sustainable Value Chain in a Dynamic Environment / [ed] Demetris Vrontis; Yaakov Weber; Evangelos Tsoukatos, EuroMed Press , 2015, p. 2157-2159Conference paper, Published paper (Refereed)
Place, publisher, year, edition, pages
EuroMed Press, 2015
National Category
Business Administration
Research subject
Other research area
Identifiers
urn:nbn:se:sh:diva-31104 (URN)2394/42/2012 (Local ID)978-9963-711-37-6 (ISBN)2394/42/2012 (Archive number)2394/42/2012 (OAI)
Conference
8th Annual Conference of the EuroMed Academy of Business,Verona, Italy, 16-18 September, 2015
Funder
Ragnar Söderbergs stiftelse
Available from: 2016-11-09 Created: 2016-11-09 Last updated: 2019-08-29Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0002-2016-4841

Search in DiVA

Show all publications