Marketing Strategies for Promoting Medical Tourism in Thailand

Thail anil is considered to he an/one the global leaders in the medical tourism market which has grown rapidly in recent years hut has faced formidable competition from Singapore. India and other countries. This exploratoiy research was intended to evaluate the current marketing strategic of healthcare providers and intermediaries through interviews with stakeholders and observation, and to propose effective marketing strategies for preserving and enhancing Thailand s position as a leading medical tourism destination. The paper identifies the stre ngths of Thailand s healthcare service providers and points to a. number of problems that may reduce the growth opportunity of this industry. These include lack of practical government policies with regard to medical tourism and of other supporting regulations, lack of organization as a cooperation centre uimed at promoting the medical tourism industry at a whole, remaining low awareness ofthe opportunities presented by the industry among potentialforeign patients, and a shortage of doctors and qualified medical staff. Measures for improvement are suggested