Edited by Neil Lunt, Daniel Horsfall and Johanna Hanefeld
Chapter 16: Marketing medical tourism in Korea
This chapter aims to identify the marketing actions undertaken by both the Korean government and medical institutions within Korea, using it as a case to highlight the broader issues concerning the marketing of medical tourism within a regional and global marketplace. Medical tourism marketing within Korea is analysed using the 7 Ps of the marketing mix – product, price, people, packaging, positioning, place, and promotion. Korea has potential competitive advantage in offering medical tourism services for an affordable price. There have been efforts to develop human resources and the service environment, including the ‘Medical Korea’ brand based on medical competence advertised to potential consumers abroad. Despite these efforts to promote the ‘Medical Korea’ brand, more effort is needed to build strong brand awareness of Korea as a medical tourism destination. Attention to coordinating seven elements of the marketing mix will ensure the most effective allocation of limited marketing resources. Inefficiencies, poor positioning, and misuse of marketing channels can lead to poor returns on investment, and these questions must be asked at the organizational level of providers as well as at the state level and national approaches.
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