Marketing for International Health Care Organization

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I. Describe a health care organization that has opened or is planning to open a branch in another country. 

a. Assess the impact of global marketing on the success of the organization’s branch facility. 

b. Include specific marketing strategies that may improve the organization’s international success. 

c. Evaluate competitive advantages for this organization in relation to medical tourism. 

d. support response by identifying and explaining key points and/or examples.

II. Medical Tourism

a. Identify benefits of and barriers to medical tourism.

b. Reflect on reasons consumers may or may not seek medical care outside of their home country. 

Resources:

Hanefeld, J., Smith, R., Horsfall, D., & Lunt, N. (2014). What do we know about medical tourism? A review of the literature with discussion of its implications for the UK National Health Service as an example of public health care system. Journal of Travel Medicine, 21(6), 410-417.

Harris, M., Weisberger, E., Silver, D., & Macinko, J. (2015). They hear “Africa” and they think that there can’t be any good services-perceived context in cross-national learning: A qualitative study of the barriers to Reverse Innovation. Globalization and Health, 11(1), 45

Ramamonjiarivelo, Z., Martin, D. S., & Martin, W.S. (2015). The determinants of medical tourism intentions: Applying the theory of planned behavior. Health Marketing Quarterly, 32(2). 165-164

Matthias, D.M., Taylor, C.H., Sen, D., & Metzler, M. (2014). Local markets for global health technologies: Lessons learned from advancing 6 new products. Global Health, Science and Practice, 2(2), 152-164.

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