IDENTIFYING INTERNATIONAL

MARKETING OPPORTUNITIES IN
MEDICAL SERVICES
CASE STUDY
Group 3
ABHISHEK TRIPATHI
KSHITIJ NARANG
AKSHAY VIJAYAKAR
RAJEETA PRASAD
ARNAV GUPTA
1. Identify the factors contributing to the
emergence of international markets for medical
services.
Cost Advantage for various medical facilities and treatments
Advent of Internet age and ease of dissemination of medical knowledge
Decreasing fares and liberal VISA regimes
Liberalization of trade in healthcare services
Healthcare Systems in US, Japan and UK are under tremendous pressure to
take care of increasing demand- In UK , 60 years and above population is
approximately 25%
Financial crisis in Europe and US has led to reduced public healthcare
provisions
Cope up with bio-ethical regulations like abortion, gender selection, issues
related to fertility and euthanasia in a particular country
2. Identify the areas wherein India or your home country has got
strategic edge in healthcare services vis--vis other competing
destinations for medical tourism.
India has got a strategic edge in healthcare services vis--vis other competing
destinations for medical tourism:
As it provides holistic treatment for a variety of chronic problems.
About 20000 doctors pass out every year in India and some of Indias healthcare
facilities are comparable to the best of the world.
Provides medical treatment facilities comparable to the best in the world in
cardiac surgery, orthopedic, neurosurgery and Lasik(eye) surgeries.
Indian system of medicines(Ayurveda) is also viewed with high esteem around the
world and medical travelers from around the world are keen to visit India for a
holistic treatment.
3. Explore the web and carry out a cross-country analysis of the major
destinations of medical tourism and identify the range of specialized
services offered along with their strengths and weaknesses
Malaysia Turkey
Specialities : Vitro-fertilization Specialities : Cardiac, Cancer, Eye
Strength : Cheaper medical and living Strength : A high number of American
costs doctors
Weakness : Infrastructure not as well Weakness : Costs higher than Asian
developed
countries
India Singapore
Specialities : Heart valve replacement Specialities : Knee and hip
Strength : Visa-free entry to patients replacements
from most countries Strength : Most developed country in
Weakness : Infrastructure not as well Asia
developed
Weakness : Costs are higher than
other Asian countries
4. Prepare a Step by Step flow diagram of the selection process of
medical tourism destination for overseas patients

Ascertain Medical Ascertain the time available

Condition to be to reach the country to avail
healed that treatment and weigh it
against the quality

Look up Countries that have Look up costs and ensure

the treatment that is the cost for the treatment in
required that country is affordable

See the Quality of Medical

Facilities available in each Make Final
country Decision
4. Identify various factors that influence a patients decision for choice
of a country and the hospital for medical treatment. Prioritize various
factors and assign weights so as to arrive at a decision.

The Factors in order of importance are

1. Availability of Treatment in the Country

2. Quality of Medical Equipment and Personnel in the Country
3. Time taken to reach the country vs urgency of medical emergency
4. Cost of reaching the country
5. Familiarity towards country
Thank You!