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Medical Tourism Case Study

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View the brief case outline with regards to trends in Medical Tourism (MT). It will be necessary to engage in current research to supplement the case content to assess how MT has evolved since the case was initially designed.

Although you do not need to conduct extensive primary qualitative research, it is required that conversations with family, co-workers and fellow students be initiated to

  1. provide these groups with information regarding Medical Tourism and as a result,
  2. capture immediate feedback of this new ‘knowledge’ to establish a basis for brand association as part of the ‘Brand Exploratory’ activity (see textbook).

The resulting reactions and responses will also be necessary to create the mental mapping and core brand associations as described in the text.

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