Value propositions – suggested dimensions for medical tourism facilities in India
by Sasmita K. Maurya
International Journal of Behavioural and Healthcare Research (IJBHR), Vol. 2, No. 1, 2010

Abstract: There has been a growing interest in the medical tourism industry; with many countries setting up healthcare and tourism infrastructure to attract international medical travellers. Price, treatment options, and service quality emerge as three main pillars of the healthcare value proposition for all medical tourism facilities. India is one such country with many private healthcare facilities catering to the international patients. This paper identifies the characteristics shared by four key healthcare facilities, one each from Thailand, India, Singapore, and Philippines with the assumption that the practices of Asian hospitals may be adopted by all medical tourism facilities in India. With the help of brand report card suggested by Keller (2000) and the model of consumer-perceived health services quality (O'Connor and Bowers 1990), the author has identified the dimensions of service offerings associated with medical tourism facilities, presented a corporate brand identity model and suggested the value-proposition dimensions for medical tourism facilities. These will assist the healthcare facilities to build a strong brand and gain better understanding of their strengths.

Online publication date: Tue, 23-Nov-2010

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