Analyzing a New Model of Medical Tourism Policy: Target Country-Specific Models and Marketing Strategies

BACKGROUND: The three-year the pandemic has increased the preference for “safer and healthier” medical tourism destinations at a global level. Busan in South Korea aims to increase its competitiveness as a “medical city” destination. This study aimed to explore the best marketing strategies designed based on country-specific attraction model. METHODS: We collected data from surveys with 10 participants of a focus group from the medical tourism field in Busan and 352 participants of doctors, stakeholders, and moderators working in the medical tourism field in Nov and Dec 2022 to investigate key success factors for the medical tourism in Busan. RESULTS: The interview identified key target countries and effective strategies such as ease of visa acquisition, non-face-to-face care, insurance billing systems, foreign language expertise, win-win systems for agencies and healthcare organizations, and international accessibility. When participants were asked about their country-specific attraction for patients, they ranked healthcare quality and tourism resources as both important and satisfactory. Although cultural environment, economic support, and administrative support were ranked important, they were less satisfactory. For Japanese patients, the infrastructure showed high levels of importance and satisfaction. CONCLUSION: This study identified specific items for a new model of patient attraction customized to target countries. This model was based on cultural background and preferences of each target country. Strategies are needed to strengthen the cultural environment and administrative support. Results of this study can be used to promote medical cities through target specific policies.