New Allies Will Help Promote India’s Cheap Healthcare Services

Brand India to Focus on its “Incredible” Cheap Healthcare Facilities

The BBC recently signed an agreement with the Indian government’s Ministry of Tourism, aimed at showcasing the country’s health and wellness tourism sector to the West.  The broadcaster has been actively allied in positioning the country’s world class medical facilities, including the best hospitals in India for heart care, since 2004 through its “Incredible India” campaign. The Indian medical tourism industry, has in recent years, witnessed an unprecedented boom, driven by the fact that rising costs in the west are becoming a major problem in healthcare.  Naturally, India hopes to brand itself as the number one destination for niche areas like medical tourism.  Partnerships, like those with the BBC, are intended to hammer home the message that the country is the place to visit for cheap healthcare of the best quality. 

Rising Costs, a Major Problem in Health Care

The health care system in most parts of the developed world, particularly the US, has largely failed in its lofty ambitions of “healthcare for all.”  As a result of rising costs, which are a major problem in healthcare,  their citizens have been forced to look at countries like India, not just as an exotic vacation spot, but also as a provider of top quality, yet cheap healthcare.  For long, Western tourists flocked to the country looking for beaten-to-death clichés like snake charmers, elephants, and Maharajahs, as well as the omnipresent Taj Mahal.  Those tired images are, happily, being joined by newer snapshots that promote the country’s swank, ultra modern hospitals and healthcare facilities, including the best hospitals in India for heart care.  

“Developed World” Facilities at the Best hospitals in India for Heart Care

The Tourism Ministry plans to move beyond generic tourism to niche areas like the 2000 year old science of Ayurveda, sophisticated medical procedures such as cardiac care, and cheap healthcare.  Towards this end, the BBC has created several commercials that will be aired across Europe, North America, and the Middle East as well as in-flight on United Airlines and US Airways.  The intention is obvious – to reach the discerning traveler with the promise of not just cheap healthcare and a trip to the Taj, but also world class medical facilities and much needed recuperative R&R in five star luxury.