Marketing Medical Tourism to Americans

Rapid Growth of Medical Tourism

With the rapid expansion of medical tourism, the ability to get cheap health care has increased significantly, worldwide. Countries such as Thailand, Malaysia, and India are currently infiltrating complex governmental programs to capitalize on the booming industry. Because rising medical costs are becoming such a major problem in health care, many foreigners are traveling to receive heavily discounted medical care abroad. Although foreigners from all over the developed world are traveling to receive cheap health care, many of the countries are gearing their marketing efforts towards Americans. What they have neglected to consider, however, are the significant differences of their target market; they have forgotten to address the medical needs and differences between generation X-ers (born 1965-1981) and baby boomers (born 1945-1961).                                                  

Rising Costs a Major Problem in Health Care

Because baby boomers tend to be more conservative, convincing them to travel to “developing” countries for medical care is often a tough challenge.  And yet, “for the next 15 years or so a Boomer will turn 50 every eight seconds.” The baby boomers are heavily concerned about their retirement funding. Many have not saved enough to quit yet and are working more years than forecasted. This is crucial for those countries attempting to attract retiring Americans. The rising costs of health care could make traveling more desirable to those baby boomers who need or want better access to quality and affordable care.                                             

Differences Between Gen X and Baby Boomers

Then there are the generation X-ers. Promoters need to understand the mindset of this age group in order to understand their medical needs.   Whereas pricing and affordability certainly are important, so are flexibility, adventure, technology, and convenience.  If these can be incorporated into marketing campaigns for medical value travel, promoters will be more successful.