ARTICLES

Can Inbound and Domestic Medical Tourism Improve Your Bottom Line? Identifying the Potential of a U.S. Tourism Market

Fottler, Myron D. PhD¹; Malvey, Donna PhD²; Asi, Yara student, PhD³; Kirchner, Sarah⁴; Warren, Natalia A.⁵

¹professor and director, Programs in Health Services Administration, College of Health and Public Affairs, University of Central Florida, Orlando

²associate professor, Department of Healthcare Management and Informatics, College of Health and Public Affairs, University of Central Florida

³program in Public Affairs, University of Central Florida

⁴health educator, Nemours Children's Hospital, Orlando

⁵president, Natalia Warren and Associates, Orlando

For more information about the concepts in this article, contact Dr. Fottler at [email protected].

Journal of Healthcare Management 59(1):p 49-63, January 2014.

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Abstract

EXECUTIVE SUMMARY

In large part due to current economic conditions and the political uncertainties of healthcare reform legislation, hospitals need to identify new sources of revenue. Two potentially untapped sources are inbound (international) and domestic (within the United States) medical tourists. This case study uses data from a large, urban healthcare system in the southeastern United States to quantify its potential market opportunities for medical tourism. The data were mined from electronic health records, and descriptive frequency analysis was used to provide a preliminary market assessment. This approach permits healthcare systems to move beyond anecdotal information and assess the relative market potential of their particular geographic area and the diagnostic services they offer for attracting inbound and domestic medical tourists. Implications for healthcare executives and guidance on how they can focus marketing efforts are discussed.