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Ethical Digital Marketing in Medical Tourism: A Mental Health-Oriented Approach
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Author(s): Wahyu Wibowo (Sunan Kalijaga State Islamic University, Indonesia), Aqidatul Islamiyah (Sunan Kalijaga State Islamic University, Indonesia), Azza Ibraisama Ersyada (Sunan Kalijaga State Islamic University, Indonesia), Fauzia Kamila (Sunan Kalijaga State Islamic University, Indonesia)and Dwi Yulia Hariyani (Sunan Kalijaga State Islamic University, Indonesia)
Copyright: 2026
Pages: 28
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.ch015
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Abstract
Medical tourism is growing rapidly and increasingly depends on digital marketing, yet unethical practices (exaggerated claims, incomplete information, and culturally insensitive communication) can heighten international patients' psychological stress and erode trust. This conceptual article proposes the Ethical Digital Marketing Framework for Mental Health-Oriented Medical Tourism (EDMF-MHMT), structured around four dimensions: information transparency, cross-cultural communication, digital psychological support, and patient-centered marketing. Practical implications include empathetic storytelling, multilingual communication, and telehealth as an educational and reassurance channel to reduce uncertainty. The framework also highlights strong data protection and privacy compliance (e.g., GDPR/HIPAA-aligned practices) to reinforce patients' perceived safety in digital interactions.
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