A Study on the Marketing Strategy Research of Medical Tourism Industry Development in Taiwan
Date Issued
2008
Date
2008
Author(s)
Yang, Mei-Hui
Abstract
Owing to the demand and dependence, the aging society needs massive medical services. Therefore, medical tourism, integrating the body-mind-spirit concept of tourism and medical treatment, has become one of the rapidest growing and the richest vitality industries around the world recently.n this research, we survey the related literatures and actual examples of medical tourism, consult many experts in depth interview, and analyze the tourism medical market by segmentation, target, and position (STP). Finally, we conclude marketing 4P strategies (including product, price, place, and promotion) for the development of medical tourism in Taiwan. In this research, there are three purposes: (1) Analyze Taiwan medical tourism industrial market by using SWOT (strength, weakness, opportunity, and threat) to compare other competitors (2) Find out the STP of Taiwan medical tourism industrial market, and (3) Finish the marketing 4P strategies for Taiwan medical tourism industrial market.e combine international medical and travel medical into medical tourism in this research. For international medical, there are five preferred surgery such as liver transplants surgery, head and face reconstruction, cardiovascular surgery, artificial reproduction, and joint replacement. In addition, for travel medical, we focus on laser surgery for nearsightedness, health checkup, plastic surgery, dentistry, Chinese medicine, and so on.The proposed marketing 4P strategies for medical tourism are as follows:1) Product strategies: long-term treatment, characteristic treatment, leisure treatment, and recreation.2) Price strategies: cost, completion, and brand pricing.3) Place strategies: medical channel and non-medical channel.4) Promotion strategies: advertising, public relationship, sales promotion, and straight effect marketing.After the analysis of marketing 4P strategies, this research proposes three suggestions:. Policy laws and regulations impetus: setting up the special controlling organization , the full authorized place unit , the public and private department to collaborate to cooperate , deregulating the law or the standard , encouraging through the international authentication, constructs internationally with connects rails the mechanism , and supposing the overseas service foothold.. Medical industry development: developing Taiwan to have project of the superiority, learning from experienced people, to the overseas success case with industry to form an alliance, the expansion serves deep and is broad, the district development, establishes the characteristic and the difference, affecting service ,and training the language talented person.. Industrial marketing: unifying the local featured culture, cultivating the talented person with the knowledge of tourism and medical treatment, planning the short-term and long-term objective, and constructing the brand of medical tourism for Taiwan.he development of medical tourism is planning and testing in Taiwan. For the development of Taiwan medical tourism, this research not only applies STP on the marketing 4P strategies, but also makes some suggestions for the government and industries.
Subjects
Medical tourism
Marketing strategies
Type
thesis
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