Some people say, urging those who have the responsibility of governing the country, not to let Greece waste a “positive crisis”. This is verified in many ways related to the opportunity that rises through medical tourism. The country is looking for a way out, through this labyrinthine landscape of a widespread and multidimensional crisis. During this effort, beyond the obvious solutions related to compliance with rules of fiscal retrenchment and the adoption of policies of cost reduction, the country has to create the conditions and prerequisites for the creation of a sustainable national development and production model. This is the way to discover a way out through a bleak landscape, which will lead to reconstruction and recovery.
Medical tourism, whereby patients travel abroad for treatment, has been developed rapidly in recent decades. The high costs and the long waiting lists in their home countries, the development of new technologies in long destination countries in combination with reduced transportation costs and internet marketing, have played an important role and demonstrated this truth. Worth mentioning is the phenomenon of many Asian countries and those of the Western shore of the Atlantic, that dominate the field, but also nowadays many are those European who try to enter the market.
The main purpose of the growth of medical tourism is to offer private investment initiative in health care, which would put a damper on growth indices of unemployment. Secondarily will reverence the innovation of technological achievements and promote access to high quality health infrastructure in globalized healthcare and tourism landscapes.
The consumer’s tendency to be engaged with medical tourism arises from its need to combine fun and relaxation with the acceptance of modern and specialized health services during the holiday season. This is not feasible to be found in the place of residence. At the same time, it becomes part of an environment where the rules of the modern market and the ever - evolving private initiative do not allow stagnation and inertia. This competitive climate acts for the benefit of the general public with simultaneous financial and social impact.
The objective of this study is to identify, assess and make people understand the effect of the correct marketing in the field of medical tourism. Specifically outline and clearly reflect the importance of the role of a proper marketing policy, which will exploit the comparative advantages of the country and will make the national brandname a synonymous optimization of cost - quality services in medical tourism.