Health Care Tourism and London Approach in Marketing Communication

Contents
Health Care Tourism....................................................................................................................................1
Reasons for Growth of Health Care Tourism...........................................................................................1
I. Cost Effectiveness........................................................................................................................1
II. Quality.........................................................................................................................................1
III. The benefit of advanced technology........................................................................................1
IV. Best Team of Doctors...............................................................................................................1
V. Accessibility-................................................................................................................................1
London Approach or Market Segmentation................................................................................................2
Benefits of following London Approach..................................................................................................2
a) Better services.............................................................................................................................2
b) Growth.........................................................................................................................................2
c) Market Share...............................................................................................................................2
d) Customer Satisfaction..................................................................................................................2
e) Profit Potential.............................................................................................................................2
f) Better Matching of Customer Needs...........................................................................................2
g) Sustainable Customer Relationship.............................................................................................2
h) Attract Additional Customer Groups............................................................................................2
i) Experience...................................................................................................................................3
j) Targeted Communication............................................................................................................3
Marketing communication..........................................................................................................................3
Meaning of market communication........................................................................................................3
Marketing communication in Health Care Tourism.................................................................................3
a) Information about the Services...................................................................................................3
b) Booking Information....................................................................................................................3
c) Communication with Customers.................................................................................................3
d) Facilities Information...................................................................................................................3
e) Surrounding area Information.....................................................................................................3
f) Contact Information....................................................................................................................3
g) Social Network.............................................................................................................................3

h) Public Relations............................................................................................................................3
Bibliography................................................................................................................................................4

Health Care Tourism
Health Care Tourism refers to people travelling to countries for obtaining medical treatment.
Earlier people of less developed countries used to travel to other places for medical treatment
due to lack of facilities in their own country but now the situation has changed. People travel to
other countries for best treatment and that too with cost-effectiveness. Medical tourism is most
often for surgeries such as cardiac surgery, dental, joint replacement and cosmetic surgery.
Health tourism is a wider term (Turner, 2007). It covers a wide range of health-oriented services
ranging from preventive and health conductive treatment to rehabilitation and curative forms.
The primary reason for health tourism is cost-effectiveness and same accredited facilities at a
much lower cost. Both quantitative and qualitative shifts are being experienced in this sector.
Reasons for Growth of Health Care Tourism
I. Cost Effectiveness-: The first and the foremost benefit of healthcare tourism is cost-
effectiveness. With the help of tourism same treatments are offered at a cheaper cost as
compared to resident country so people to move to other country or area in order to get
same services at a cheaper price (Herrick, 2007).
II. Quality-: Another benefit is quality services. Nowadays people are so very conscious
about their health. They can move to any corner of the world for the best quality services.
So for better and best services healthcare tourism is growing faster.
III. The benefit of advanced technology-: With the help of health tourism benefits of
advanced technology can be received. There are many treatments which are not available
in the home country and can be availed by travelling to other destinations.
IV. Best Team of Doctors-: Health tourism give us the benefit of consultation by the best
team of doctors which helps us to get rid of disease easily and quickly.
V. Accessibility-: Waiting period in healthcare tourism is much less as compared to the
home country as there are fewer people to see a particular person and people taking prior
appointment are given priority (Horowitz, 2007).
London Approach or Market Segmentation
Market Segmentation-: is the process of dividing the total market into different segments
on the basis of different characteristics and capturing a particular segment on the basis of
common characteristics (Forgionie & Smith, 2007). Market segmentation is done in order