Article Details

Role of Emergengening Neuromarketing Techniques in Advertising with Particular Reference to Indian Medical Tourism Industry: A Discussion and Agenda for Future Research | Original Article

Harit Kumar Dr. Neha Mathur Dr. Sangeeta Jauhari in Shodhaytan (RNTUJ-STN) | Multidisciplinary Academic Research


Mass Media and travel agencies have coined a term Medical tourism; it is becoming a popular choice for tourist across the world. In current scenario developing countries like India, Thailand, Malaysia, etc are making focused effort to promote medical tourism. India is enjoying competitive advantage in healthcare segment by its low cost advantage. The key concerns facing the Indian medical tourism industry include: limited government initiative, lack of integrated effort to promote the industry, lack of promotion and the lack of uniform pricing policies and standards across hospitals. Recent years have seen an “explosion” in the abilities of neuromarketing in developing effective advertisement campaign. Unfortunately, it is little known and reported on how advertising companies make more effective healthcare tourism commercials. The purpose of this paper is to analyze how neuromarketing techniques may impact the consumer response to Indian Medical Tourism advertising campaigns. The result shows that using neuromarketing methods an Indian healthcare company can better understand the conscious and unconscious consumer’s thoughts and tailor specific marketing messages. . Finally, this paper analyses and concludes the main factors, affecting the consumer behavior and why the developing country like India should focus these factors to attract foreign tourists for the medical treatment.