The Role of Insurance in the Marketing Model of Medical Tourism of the Social Security Organization

Medical tourism industry is one of the most lucrative industries in world. Insurance increases the comfort of tourists. The development of the tourism industry is accompanied by the growth of insurance services. Increasing the country's foreign exchange earnings through the medical tourism industry; is essential. In this research, we intend to present all the effective components of insurance in the marketing model of medical tourism of the Social Security Organization.

This research is based on the purpose of applied research, in terms of how to collect data is descriptive-survey and in terms of research approach, is a mixed exploratory method. Which was done in 2021. In qualitative approach using Delphi technique, effective components in medical tourism are identified. In quantitative approach, the research model was finalized using exploratory and confirmatory factor analysis.

The insurance factor affects the marketing of medical tourism. And this factor has five components; Fast and effective redemption of insurance, Full health insurance coverage, Other supplementary insurance services such as travel and theft and Acceptance of international health insurance and the transferability and validity of health insurance in other countries were identified.

Results of this research help the health policy makers of the country to increase their foreign exchange earnings by using this research model. And with regard to the insurance components of the model and effective measures by the government, Insurance companies will reduce the financial and security threats of tourists and ultimately increase the attraction of medical tourists from other countries.