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International Market-Oriented Strategies for Medical Tourism Destinations
Södertörn University, School of Social Sciences, Business Studies.ORCID iD: 0000-0002-4885-6014
Södertörn University, School of Social Sciences, Business Studies.
2018 (English)In: International Journal of Market Research, ISSN 1470-7853, Vol. 60, no 6, p. 621-634Article in journal (Refereed) Published
Abstract [en]

Patients seeking medical care are travelling greater distances for treatment. The globalisation of healthcare has given rise to a thriving global medical services industry. The ability to gain access to more advanced treatments, differences in cost and inflexible national healthcare systems encourage patients to seek treatment abroad. In the new information age, patients seek information about available treatment opportunities with less regard to national boundaries. International hospitals are seeking new marketing strategies for their services. Today, much of the marketing takes place on the Internet, which is accelerating the internationalisation of the medical services industry. This article presents a comparative and interpretive study. We have interpreted the market orientation and degree of specialisation of hospitals in Singapore and in Sweden, which in turn are compared to leading hospitals in the US. In this research, we present evidence of different approaches to medical tourism based on different organisational frameworks for the marketing of medical services to international patients. The study indicates that market orientation results in greater emphasis on superior service quality of health care. This in turn leads to the delivery of improved services to patients.

 

Place, publisher, year, edition, pages
Sage Publications, 2018. Vol. 60, no 6, p. 621-634
Keywords [en]
Destination branding, internationalization, interpretative research, market orientation, medical tourism
National Category
Economics and Business
Research subject
Politics, Economy and the Organization of Society
Identifiers
URN: urn:nbn:se:sh:diva-35328DOI: 10.1177/1470785318770134Local ID: 2865/3.1.1/2015OAI: oai:DiVA.org:sh-35328DiVA, id: diva2:1208919
Projects
Patienter utan gränser - medicinturismens utmaning för svensk sjukvårtSveriges utmaningar och möjligheter inom medicinturism
Funder
Knowledge FoundationRagnar Söderbergs stiftelseAvailable from: 2018-05-21 Created: 2018-05-21 Last updated: 2018-12-07Bibliographically approved

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Borg, Erik A.Ljungbo, Kjell

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf