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Digital Marketing Strategies to Promote Mental Health in Medical Tourism: Opportunities, Challenges, and Ethical Ideas
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Author(s): Ranu Kumar Mitharia (Institute of Management Studies, Noida, India), Kanika Mittal (Maharishi Markandeshwar University, Mullana, India)and Indah Wahyu Utami (Universitas Duta Bangsaa Surakarta Indonesia, Indonesia)
Copyright: 2026
Pages: 42
Source title:
Marketing Mental Wellness in Medical Tourism
Source Author(s)/Editor(s): Viana Imad Hassan (European Tourism and Events Training Academy, Malta), Simon Abou Fayad (Lebanese University, Lebanon)and Sharif Mohd (NDIM Delhi, India)
DOI: 10.4018/979-8-3373-6881-8.ch002
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Abstract
This proposed chapter examines the relationship between digital marketing and mental health in the emerging field of medical tourism. As global awareness of mental health issues increases, medical tourist destinations are offering specialized services such as psychiatric treatment, health camps and medical programs. The aim of this chapter is to outline an effective digital marketing strategy that can promote these services while prioritizing patient well-being, ethical practices and cultural sensitivity. Key concerns include eliminating stigma, ensuring data privacy in online promotions, dealing with various regulatory changes, and maintaining continuity of care after treatment. Taking into account current trends and the projected growth of the health tourism market to approximately $1 trillion, such as personalized health experiences, this chapter provides a framework for sustainable marketing that balances commercial goals with medical integrity. Through case studies, theoretical analysis and practical suggestions, it also provides tools for doctors and researchers to increase the visibility and credibility of mental health services in medical tourism.
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