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Customization in medical tourism in the Philippines
Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi. University of Gävle.ORCID-id: 0000-0002-2016-4841
University of Gävle.
2018 (Engelska)Ingår i: International Journal of Pharmaceutical and Healthcare Marketing, ISSN 1750-6123, E-ISSN 1750-6131, Vol. 12, nr 4, s. 486-500Artikel i tidskrift (Refereegranskat) 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. 

Ort, förlag, år, upplaga, sidor
Emerald Group Publishing Limited, 2018. Vol. 12, nr 4, s. 486-500
Nyckelord [en]
Emerging market, Health care, International patients, Knowledge asymmetry, Medical tourism, Service marketing
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:sh:diva-36809DOI: 10.1108/IJPHM-07-2017-0035Scopus ID: 2-s2.0-85056134689OAI: oai:DiVA.org:sh-36809DiVA, id: diva2:1265667
Tillgänglig från: 2018-11-26 Skapad: 2018-11-26 Senast uppdaterad: 2020-03-31Bibliografiskt granskad

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