Cases
Case 1.1: Medical Vacation: The Globalization of Health Care
Points to Consider
Evaluate the appropriateness of the concept of ‘medical vacation’ as well as the concept of providing health care in a luxury setting. Is medical care a culture-free product in the sense that medical treatment is universal regardless of cultures? Should culture be taken into consideration when treating and marketing to patients from the different parts of the world? What part of the hospital's marketing mix can be standardized, and what part should be adapted? Should premium health care be offered to those who can afford the high prices?