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  • 1.
    Hyder, Akmal S
    et al.
    University of Gävle.
    Rydback, Michelle
    Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi. University of Gävle.
    Borg, Erik A.
    Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi.
    Osarenkhoe, Aihie
    University of Gävle.
    Medical tourism in emerging markets: The role of trust, networks, and word-of-mouth2019Ingår i: Health Marketing Quarterly, ISSN 0735-9683, E-ISSN 1545-0864, Vol. 36, nr 3, s. 203-219Artikel i tidskrift (Refereegranskat)
    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.

    Ladda ner fulltext (pdf)
    fulltext
  • 2.
    Rydback, Michelle
    Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi. University of Gävle.
    Healthcare Service Marketing in Medical Tourism: An Emerging Market Study2021Doktorsavhandling, sammanläggning (Övrigt vetenskapligt)
    Abstract [en]

    Medical tourism (MT) enables patients to satisfy their healthcare needs by traveling outside their country of residence to obtain medical treatment. The increasing number of scientific publications, different countries’ engagement in providing care for foreigners, and patients heading abroad to receive healthcare indicate the growth and popularity of MT. This industry’s development exposes the healthcare sector to a competitive environment. As a result, marketing has become a significant part of healthcare providers’ operations and survival. Research into how these providers promote their services is limited. This limitation is further apparent for healthcare providers located in less popular destinations, such as emerging market (EM) countries. This dissertation therefore focuses on MT service providers in an EM, the Philippines.

    This study aims to examine how service providers in an EM country market healthcare services internationally. This thesis consists of four articles. Through qualitative case-based research, this study concentrates on hospitals, clinics, and medical tourism facilitators that play a central role in service delivery within the MT industry. The results from this thesis show that to efficiently market healthcare, service providers have to build trust, establish reliable networks, and offer customized and supplementary services.

    This dissertation is positioned to contribute to relevance and diversity in service marketing research and the budding healthcare service marketing while sustaining MT literature through studying service providers in an EM context. Although this study was based on one EM, it offers an in-depth understanding of how the marketing of healthcare services is being implemented. This knowledge is not only important for the practicing medical tourism destination countries, but also for patients, managers, policymakers, and researchers in the patients’ home country. Future studies could focus on the perspective of consumers. Accordingly, this study is an initial step toward a deeper understanding of the marketing of commercialized healthcare.

    Ladda ner fulltext (pdf)
    Healthcare Service Marketing in Medical Tourism: An Emergin Market Study
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  • 3.
    Rydback, Michelle
    Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi. University of Gävle, Sweden.
    Role of facilitators in the medical tourism industry: A study of medical tourism facilitators in an emerging market2022Ingår i: Services Marketing Quarterly, ISSN 1533-2969, E-ISSN 1533-2977, Vol. 43, nr 2, s. 129-145Artikel i tidskrift (Refereegranskat)
    Abstract [en]

    Established scholars encourage academics from different fields to make a contribution to the service research to advance, maintain relevance, and promote diversity in the service discipline. This study focuses on a novel type of intermediaries called medical tourism facilitators that assume a vital function in the medical tourism industry. Applying the case study method, the researchers collected qualitative data from three medical tourism facilitators in the Philippines. The study presents a model that includes six supplementary services, namely: information dissemination, consultation, booking, providing hospitality, network development, and support industry development.

  • 4.
    Rydback, Michelle
    et al.
    Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi. University of Gävle.
    Borg, Erik
    Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi.
    Osarenkhoe, Aihie
    University of Gävle.
    Medical Tourism Networks in an Emerging MarketIngår i: International Journal of Pharmaceutical and Healthcare Marketing, ISSN 1750-6123, E-ISSN 1750-6131Artikel i tidskrift (Övrigt vetenskapligt)
  • 5.
    Rydback, Michelle
    et al.
    Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi. University of Gävle.
    Hyder, A. S.
    University of Gävle.
    Customization in medical tourism in the Philippines2018Ingår 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)
    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. 

  • 6.
    Rydback, Michelle
    et al.
    Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi. Högskolan i Gävle.
    Hyder, Akmal
    Högskolan i Gävle.
    Borg, Erik A.
    Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi.
    Osarengkhoe, Aihie
    Högskolan i Gävle.
    Marketing Medical Tourism in Emerging Market: The Role of Trust, Network, and Adaptation2016Ingår i: BAM2016 Conference Proceedings: Thriving in Turbulent Times, Newcastle: British Academy of Management , 2016, s. -18Konferensbidrag (Refereegranskat)
    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.

  • 7.
    Rydback, Michelle
    et al.
    Högskolan i Gävle.
    Hyder, Akmal
    Högskolan i Gävle.
    Borg, Erik
    Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi.
    Osarenkhoe, Aihie
    Högskolan i Gävle.
    The marketing Process of Medical Tourism2015Ingår i: Innovation, Entrepreneurship and Sustainable Value Chain in a Dynamic Environment / [ed] Demetris Vrontis; Yaakov Weber; Evangelos Tsoukatos, EuroMed Press , 2015, s. 2157-2159Konferensbidrag (Refereegranskat)
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