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Subject category: Marketing
Published by:
IBS Research Center (2006)
13 pages
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The trend of seeking medical care elsewhere began some thousands of years ago and has now emerged as a niche industry. Health care tourism offers consumers world-class treatment facilities at a reduced cost and also offers associated benefits like travel abroad. Around the world, Hong Kong, Lithuania and South Africa were emerging as big health care destinations. In Asia, health care tourism emerged in the aftermath of the Asian Financial Crisis, which led hospitals to seek alternative revenue sources. By 2004, five countries in Asia - Thailand, Malaysia, Jordan, Singapore and India attracted over 1.3 million medical travellers and earned over US$1 billion in treatment costs alone. In 2005, Apollo Hospitals Group of India, was the fourth largest private health care group in the world and the largest in Asia. Apollo realised the potential in health care tourism and capitalised on the opportunity early. The case describes the origin and development of a health care industry and its growth in Asia, focusing on India. The case highlights the strategies followed by Apollo as the leader in this industry in India and the marketing efforts undertaken by it. The case ends with a debate on whether the health tourism emphasis can harm the domestic health care scenario.


Apollo; India; Health care tourism; 5Ps of marketing (product, price, promotion, place, people); Business strategy; Strategic management; Core competence; First mover advantage; Cost advantage; Service; Hospitality; Patient feedback; Competition
10,000 employees (2004)
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