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KMID : 0926620150200030064
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Korean Journal of Hospital Management
2015 Volume.20 No. 3 p.64 ~ p.73
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Government Support and Marketing for Medical Tourism: Brand Marketing Strategy utilizing Service Mix
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Jin Ki-Nam
Han Dong-Woo
Park Kyoung-Seo
Han Whie-Jong
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Abstract
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Medical tourism in Korea has been rapidly grown for last couple of years, based on exclusive support from Korean government. About 60,000 foreign patients received medial services in 2009, an initial stage of entering medical tourism business, and the number of foreign patients received medical services in Korea hiked to more than 266 thousands in 2014, which is showing 34.7% of annual average increase between 2009 and 2014. Diversification of target markets and service areas contributed on this remarkable growth. This paper describes current status of medical tourism in Korea as well as various supports from government for the growth of medical tourism. In addition, the paper presents approaches for brand marketing, by utilizing 7Ps, the marketing mix (a.k.a. service mix), in order to increase awareness and competitiveness of medical services of Korea in global market.
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KEYWORD
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Globalization of healthcare, Medical Tourism, Brand marketing, Foreign patients, Government support
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