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Divinagracia, Sheryl S.
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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MARKETING HEALTHCARE BEYOND BORDERS: A GLOBAL PERSPECTIVE ON MEDICAL TOURISM Divinagracia, Sheryl S.; Yuesti, Anik
EMAS Vol. 6 No. 11 (2025): EMAS
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36733/emas.v6i11.13014

Abstract

The globalization of healthcare has led to the emergence of medical tourism as a rapidly expanding industry, with countless marketing themselves as medical destinations. This study explores the intersection of healthcare and global marketing, analyzing how nations promote their medical services to attract international patients. It examines key marketing strategies, target markets, branding efforts and the implications of global healthcare promotion. The paper highlights the opportunities, ethical considerations and competitive challenges involved in marketing healthcare across borders.
Co-Authors Anik Yuesti