Medical Tourism in Bangladesh: Issues, Opportunities and Strategic Marketing Plan Model for Growth and Development

Mohammad Fazle Rabbi and Md. Nekmahmud ()
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Mohammad Fazle Rabbi: University of Debrecen
Md. Nekmahmud: Hungarian University of Agriculture and Life Sciences

Chapter Chapter 13 in Tourism in Bangladesh: Investment and Development Perspectives, 2021, pp 191-208 from Springer

Abstract: Abstract The word “health” refers to a state of complete emotional & physical well-being, and Human health is an uncompromisable substance. Medical tourism is the concept of traveling far and wide for better medical treatment. The globalization of the healthcare sector and the massive demand for cost-effective, higher-quality treatment in recent times have caught the attention of many developing countries that have adequate resources and potential to meet these demands. The main aim of the chapter is to explain pragmatic marketing strategies for healthcare institutions involved in medical tourism in Bangladesh. Moreover, this chapter evaluates the present scenario of the health sector, drivers, and market structure in medical tourism in Bangladesh. Besides, it identifies the major opportunities, investment, growth, and development of healthcare facilities. Using the SWOT analytical model, this paper narrated a pertinent value proportion of Bangladesh’s medical tourism. This conceptual chapter analyses the theoretical aspects of medical tourism and marketing. Competitive advantages in the tourism industry such as affordable healthcare costs, related accessible benefits in treatment, the low tuition fee in medical education, low pharmaceutical cost, reasonable accommodation, and competitive labor force opportunities help reduce the operational costs of medical, dental, surgical, paramedical, etc. Adopting alternative medicinal systems like Ayurveda, homeopathic, acupuncture care opens a new door to increase medical tourists’ flow. Country-wise diversity of tourist locations is also considered to meet or to exceed the medical tourists’ expectations. Government initiatives, develop a strategic marketing plan model, financial investment, new promotional activities, eco-tourism, adaptation of advance technology, the collaboration of the healthcare sector and medical institutions are essential to unlock the full potentiality of this multi-billion industry. Finally, this chapter highlights the strategies that need to be implemented for shaping Bangladesh as one of the key destinations for medical tourism across the globe.

Keywords: Medical tourism; Marketing strategic; SWOT analysis; Development; Bangladesh (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-16-1858-1_13

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DOI: 10.1007/978-981-16-1858-1_13

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