Abstract

The caselet examines the factors that are responsible for the growth of the ‘medical tourism market’ in India. It provides details of Bangkok’s Bumrungrad Hospital, which successfully implemented the medical tourism concept. The caselet discusses the challenges faced by the hospitals which hinder the growth of medical tourism in India. Finally, it describes the efforts made by hospitals and other participants such as governments and industry associations to give a boost to medical tourism in India.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Medical tourism market in India
• International marketing in healthcare industry
• and Marketing mix elements in healthcare marketing.

Keywords

CII-McKinsey, Medical Tourists, Escorts Heart Institute and Research Center (EHIRC), Apollo Hospitals, Cost Factor, Maharashtra Tourism Development Corporation, Medical Tourism Council of Maharashtra (MTCM), International Healthcare Market, Bumrungrad Hospital, Insurance Regulations, Amit Mitra, WTO, JCAHO Certification, Naresh Trehan