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AMERICAN JOURNAL OF MANAGEMENT
Medical Tourism in India: A Strategic Approach Towards Effective
Branding for Health Care Services Marketing
Author(s): Sandhya. R. Anvekar
Citation: Sandhya. R. Anvekar, (2012) "Medical Tourism in India: A Strategic Approach Towards Effective Branding for Health Care Services Marketing," American Journal of Management, Vol. 12, Iss. 2/3, pp. 108 - 116
Article Type: Research paper
Publisher: North American Business Press
Abstract:
In the Asian belt, India along with Thailand, Malaysia, Singapore, Hong Kong, Indonesia and the Philippines are the popular medical travel destinations. India has a ‘health tourism’ business with a line of varied treatments and therapies. It is a global product having medical tourists from the US, UK, Mauritius, south-east Asia, Mauritius, Fiji, Bangladesh, Afghanistan, and Singapore besides having more than a billion domestic customers. This research paper focuses on an integrated branding strategy by understanding the various value drivers of the brand image of a medical tourism product. It builds the PPP model for promoting medical tourism in India.
