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Customization in medical tourism in the Philippines
Södertörn University, School of Social Sciences, Business Studies. University of Gävle.ORCID iD: 0000-0002-2016-4841
University of Gävle.
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
2018. Vol. 12, no 4, p. 486-500
Keywords [en]
Emerging market, Health care, International patients, Knowledge asymmetry, Medical tourism, Service marketing
National Category
Business Administration
Identifiers
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
Available from: 2018-11-26 Created: 2018-11-26 Last updated: 2018-11-26Bibliographically approved

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Rydback, Michelle

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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
  • apa-old-doi-prefix.csl
  • Other style
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  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
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