Investigating the Marketing Status of Healthcare Tourism of Selected Public and Private Hospitals in Yazd in 2021

According to statistics, the share of the global medical tourism market in 2017 was USD 53 billion and is predicted to reach USD 143 billion by 2025 and record an annual growth of 12.9% from 2018 to 2025. Attracting international patients is the core of the medical tourism market, and major representatives will be distinguished by their ability to attract foreign medical travelers as the industry becomes more competitive. Marketing is the key to success in the health tourism industry, and leading hospitals and countries with large numbers of medical travelers have strong marketing strategies that fulfill the needs of patients.

The present applied descriptive study was performed in public and private hospitals in Yazd. A valid checklist with 8 dimensions and 79 items was used to collect data. Mean, standard deviation, and percentage were analyzed using SPSS software (version 26).

Public and private hospitals were acceptable in terms of location, people, process, and physicians; however, elements of promotion, prices, and physical attractiveness were moderate. In addition, the product element was acceptable in public hospitals and moderate in private hospitals. Overall, the condition of the public and private hospitals was acceptable.

Now that the needs of the patients have changed in the new health environment, hospitals need to use more effective and efficient methods to meet these needs. The marketing system in the new concept can be effective in attracting customers by fulfilling customer needs and paying attention to elements of the marketing mix. Therefore, hospitals need to focus on elements of the marketing mix to satisfy patients and maintain their values. It seems that the studied hospitals are relatively ready to attract medical tourists. Hospitals can cover their weaknesses by investing in their existing strengths and upgrading them, and bringing the factors to an acceptable level.