Growth of Medical Tourism Concept in India



Case Code : CLSM018
Publication date : 2005
Subject : Services Marketing
Industry : Medical Tourism
Length : 04 Pages
Price : Rs. 100

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Key words:

CII-McKinsey, Medical Tourists, Escorts Heart Institute and Research Center (EHIRC), Apollo Hospitals, Cost Factor, Maharashtra Tourism Development Corporation, Medical Tourism Council of Maharashtra (MTCM), International Healthcare Market, Bumrungrad Hospital, Insurance Regulations, Amit Mitra, WTO, JCAHO Certification, Naresh Trehan


1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.


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The caselet examines the factors that are responsible for the growth of the 'medical tourism market' in India. It provides details of Bangkok's Bumrungrad Hospital, which successfully implemented the medical tourism concept. The caselet discusses the challenges faced by the hospitals which hinder the growth of medical tourism in India. Finally, it describes the efforts made by hospitals and other participants such as governments and industry associations to give a boost to medical tourism in India.


   Medical tourism market in India.
   International marketing in healthcare industry.
   Marketing mix elements in healthcare marketing.


According to a CII-McKinsey report the number of foreigners coming to India for medical treatment in the year 2003 increased to 100,000 - a 20% rise on the 2002 figure.

These categories of visitors to India, popularly known as "medical tourists", are providing a new stream of revenue for corporate hospitals in India.

McKinsey estimates that the medical tourism market in India will increase to US$ 2bn by the year 2012 as compared to US$ 333mn at present. In recent years, many foreign nationals are finding that Indian hospitals are on par with international hospitals in terms of service and expertise...

Questions for Discussion:

1. What are the various factors that attract foreign patients to India and other South-Eastern countries? Is it necessary for the service providers to understand the culture of the foreign patients to provide them better service?

2. Naresh Trehan, Executive Director of EHIRC feels that accreditation of hospitals, uniform price banding like in the developed countries and organized campaigns will encourage more overseas patients to get treated here. What significance does this suggestions hold for a service provider like Apollo Hospitals?