To complete this discussion question, read Case Study 12.1: Marketing Medical Tourism in Asia.
Demonstrate your understanding of the situation as well as the marketing planning process by answering
questions 1 through 5.
What prompted officials in Ballistan to consider entering the medical tourism business?
What steps were taken to identify the current status and future potential of medical tourism?
What factors encouraged government officials to develop a marketing campaign to attract medical
tourists?
What marketing techniques did the agency use to promote medical tourism?
What role did relationship development play in implementing the promotional strategy?
Sample Solution
