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Customization in medical tourism in the Philippines

Customization in medical tourism in the Philippines Focusing on customization, this paper aims to examine how service providers market health care in emerging markets through medical tourism.Design/methodology/approachUsing 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.FindingsCustomization 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 implicationsThe empirically grounded theoretical framework needs to be tested in different contexts for generalization.Practical implicationsThe 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 implicationsThe paper acknowledges the need for health-care marketing and the novel role of health-care providers.Originality/valueUsing a marketing lens, this study sheds light on the underexplored industry of medical tourism. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Pharmaceutical and Healthcare Marketing Emerald Publishing

Customization in medical tourism in the Philippines

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1750-6123
DOI
10.1108/ijphm-07-2017-0035
Publisher site
See Article on Publisher Site

Abstract

Focusing on customization, this paper aims to examine how service providers market health care in emerging markets through medical tourism.Design/methodology/approachUsing 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.FindingsCustomization 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 implicationsThe empirically grounded theoretical framework needs to be tested in different contexts for generalization.Practical implicationsThe 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 implicationsThe paper acknowledges the need for health-care marketing and the novel role of health-care providers.Originality/valueUsing a marketing lens, this study sheds light on the underexplored industry of medical tourism.

Journal

International Journal of Pharmaceutical and Healthcare MarketingEmerald Publishing

Published: Nov 14, 2018

Keywords: Emerging market; Health care; Medical tourism; International patients; Knowledge asymmetry; Service marketing

References