Customization in medical tourism in the Philippines. Issue 4 (5th November 2018)

• Record Type: Journal Article
• Authors: Rydback, Michelle; Hyder, Akmal S.
• Is Part Of: International journal of pharmaceutical and healthcare marketing. Volume 12:Issue 4(2018)
• Page Start: 486
• Page End: 500
• Publication Date: 2018-11-05
• Subjects: Emerging market -- Health care -- Medical tourism -- International patients -- Knowledge asymmetry -- Service marketing; Pharmaceutical industry -- Marketing -- Periodicals; Medical care -- Marketing -- Periodicals; 338.4761510688
• DOI: 10.1108/IJPHM-07-2017-0035
• Languages: English
• ISSNs: 1750-6123

Abstract

Abstract : 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.