Reviewing Current Trends in Online Medical Tourism Marketing'

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Reviewing current trends in Online Medical Tourism Marketing
Chapter One Introduction
1.1 Background
Currently, travelling around the world for healthcare purpose is becoming more and more
widespread. Different motivations are there which support medical tourists to look health care
cures outside their local nations like cheaper medical processes, more developed technological
equipments and facilities, internationally qualified and certified nurses and doctors, and effectual
healthcare services (Wilson, 2010). For people from highly developed countries, the major cause
to have healthcare facilities in less developed countries is appealingly low charges. Currently,
various medical tourist areas are there which present effectual medical treatments that cost
simply a part of the total medical care costs in different established, first world countries like UK
or America. For instance, according to a study at Time Magazine (2010), a liver transplant
surgery that cost $300,000 USD in America only charge about $ 91,000 USD in Taiwan. One
different research from Bloomberg Business week (2008) explained that a heart bypass operation
that charges $100,000 USD in America only cost $18,500 USD in Singapore, $11,000 USD in
Thailand, and $10,000 USD in India. Healthcare in particular countries like Thailand can charge
as little as 10 percent of the cost of care in UK. These medical care treatments in various rising
medical tourist areas are cheap; while medical visitors incline to determine to “offshore” their
healthcare demands in spite of enjoy an additional benefit of a luxury visit. The merger of a first
class medical treatment and a relaxing vacation while recuperating might be one of the important
inspirations why various healthcare travellers decided to check a booming approach in the
hospitality sector (Wilson, 2010).
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Currently, people are embracing the view of medical tourism as possible options for healthcare
cures done in various developed countries. A growing number of healthcare patients are in
search for country, where hospitals give excellent medical care at a more reasonable price.
Countries like Malaysia, India, and Thailand are some of the some recognised health care tourist
areas that give cheap medical procedures. Health travellers who determine Thailand for
healthcare tourism generally took advantage of arranging a vacation visit as they are visiting the
country. After a medical procedure, patients are more than enjoy a relaxing visit in Thailand as
observing different amazing sandy beaches. They take pleasure in trying local cuisines and
please a deep attraction in recognising the richness of the Thai culture.
1.2 Aim
Aim of this research is to review current trends in online medical tourism marketing.
The research uses the example of Thailand as a case study of a medical tourism destination.
1.3 Research Objectives
 How does risk feature as part of medical tourism marketing materials?
 How do destinations differentiate themselves by drawing upon non-medical aspects of
the destination?
 How do medical tourism providers in Thailand reassure visitors?
 What risks do medical tourism providers in Thailand mention?
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 What risks do medical tourism providers in Thailand not mention?
 What kind of images are used to market medical tourism?
1.4 Research Problem
Online Medical tourism is about taking benefit of the several cost saving opportunities that exists
ahead of the immediate neighbourhoods. The world of health care has altered drastically in the
past few decades. This particular business has been rising rapidly since more and more people try
to find quicker or cheaper options to the health care presented in their own countries. This
research focuses on Thailand to explore issues in marketing medical tourism. Thailand has been
chosen for the following reasons. Online medical tourism has been a rising section of Thailand‟s
tourism and health care sectors. Thailand is famous for its popular tourist location in the heart of
South East Asia which known as a reliable medical tourism destination. World Health
Organization has ranked Thailand at 47thregarding health situation but its health care system has
also been well recognized. As a result, large number of medical tourists travels to Thailand every
year to gain outstanding health care services at extremely competitive prices. Thailand provides
different types of major surgeries such like heart bypass, angioplasty, hip replacement, spinal
fusion etc. The medical solutions as well include variety of cosmetic surgery option and also
popular treatment choices for people requiring sex assignment surgery.
As to reflect the title of this research, the researcher will explore the factors that attract the
foreign patients visiting Thailand by analyzing the current scenario and existing services
available (Wilson, 2010). Features of online medical tourism in Thailand will also be made in