CUSTOMER PERCEPTION TOWARDS MEDICAL TOURISM: THE NEXT BIG LEAP
Journal Title: International Journal of Marketing and Technology - Year 2011, Vol 1, Issue 5
Abstract
In a recent advertisement in a national daily, a reputed hospital chain promoted its “birthing boutique”, which promises five-star luxury and home comforts along with modern operation theatres, neonatal ICU, and best doctors for the soon-to-be mothers. This is just one example of lending Indian health care institutions, equipped with the latest technological advances, aggressively promoting their capabilities. The country boasts of an emerging healthcare sector marked by highly rated, technologically advanced private healthcare systems. In fact, it is now attempting to position itself as a much sought-after „medical tourism destination‟, attracting foreigners with its low-cost, world-class medical treatment. According to a Confederation of Indian Industry (CII)-McKinsey‟s study, medical tourism can contribute Rs.5,000-10,000 crore additional revenue for up market tertiary hospitals by 2012. In fact, medical tourism will account for 3-5% of the healthcare delivery market in this period, says the study. India is believed to have the potential to attract one million tourists per annum, generating up to $ 5 billion. In India, a heart bypass costs $8,000 to $15,000, cataract surgery $500 per eye, and a root canal $80 to $225 per tooth. Those prices are a fraction of what U.S. hospitals or dentists might charge. Many patients from neighboring countries like Bangladesh, Pakistan and Sri Lanka and even from West Asia prefer coming to India for treatment rather than going to Europe or North America. A number of world-class hospitals and super specialty clinics have come up in places like Mumbai, Bangalore, Hyderabad, Kochi, Thiruvananthapuram, Chennai and Delhi. For example Apollo Hospitals, Chennai based MIOT Hospital and CMC hospital, Vellore are playing very important role in health care tourism in India. Hence, an attempt is made in this study to analyze the customer perception on medical tourism at Vellore District, Tamil Nadu.
Authors and Affiliations
Dr. V. Selvam, Dr. T. V. Malick and N. Abdul Nazar
Keywords
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