MARKETING STRATEGIES FOR PROMOTING GLOBAL AND REGIONAL MEDICAL TOURISM MARKETS
DOI:
https://doi.org/10.17072/2079-7877-2024-3-162-177Keywords:
health preservation, strategic development, medical tourists, infrastructure, government and municipal services, mobile applicationsAbstract
The article covers current issues of interdisciplinary research in the field of marketing strategies development for advancing
medical tourism – a growing trend in health preservation systems at the global and regional levels. It is demonstrated that with a
comprehensive approach to researching the marketing of medical tourism, it becomes possible to establish the demand and supply with
regard to medical, wellness, cultural-educational, and recreational facilities, as well as the functionally associated elements of infrastructure. The object of marketing research in medical tourism is defined as a set of evaluative characteristics of the internal and external
environments of medical institutions, medical tourists’ requests, market parameters, competitors and contractors, equipment and goods
suppliers, and intermediaries. The subject of such research should be seen in the interrelations between marketing and tourism, tourism
and medicine, and marketing and medicine. Medical tourism marketing is defined as the systematic and coordinated use of methods
and tools aimed at attracting clients from other countries and regions by promoting unique medical services and attractive tourist
packages. The article proposes methods (SWOT analysis, Porter's Five Forces, Ansoff Matrix, etc.) and a set of tools (customer incentives, information provision, verified assessment system, partnership, internet network, real-time communication, etc.) to be used for
marketing research in medical tourism. The levels of Internet usage by country and the impact of this trend on the digitalisation of
medical tourism marketing are demonstrated. One of the marketing strategy tools – mobile applications – is characterised when applied
to the conditions of some foreign countries and Russia. Map charts of Russia provided reflect the geographical (region-wise) features
of obtaining state and municipal services, which can be productively used in marketing strategies for medical tourism.
