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Cultural sensitivity, effective communication, and proper expectation management are critical to strengthening India's position as a global medical tourism destination, according to a recent study conducted by researchers from the Indian Institute of Management (IIM) Lucknow.

The study, published in the Asia Pacific Journal of Health Management, found that international patients' experiences in Indian hospitals were shaped not only by the quality of medical treatment but also by how well healthcare professionals understand and respond to cultural differences.

The research was carried out by Payal Mehra, Professor of Communication at IIM Lucknow, and Dr Himanshu Tyagi, Director of the Orthopaedic Department at Fortis Hospital, New Delhi. It examined the experiences of 1,600 international patients receiving treatment at a Government of India-designated medical tourism hospital accredited by both the National Accreditation Board for Hospitals and Healthcare Providers (NABH) and the Joint Commission International (JCI). The researchers analysed patient responses using multiple statistical methods to assess the relationship between cultural sensitivity, communication, and patient satisfaction.

According to the findings, patients develop perceptions of a hospital's cultural sensitivity before and during their treatment through various sources of information. These perceptions significantly influence how they evaluate communication with healthcare providers and the overall quality of care they receive.

"India is an important hub of medical tourism. However, the market is still largely concentrated among patients from neighbouring countries with relatively lower cultural differences. Strengthening cross-cultural communication skills can help attract and retain patients from a wider range of countries," Mehra said.

The researchers recommended that hospitals introduce structured intercultural communication training programmes for doctors, nurses, and other healthcare professionals. They also suggested improving medical tourism websites with culturally relevant information about India's healthcare system and tourism opportunities, while leveraging technologies such as augmented reality and virtual reality to familiarise prospective patients with healthcare services before their arrival.

Dr. Tyagi noted that international patients seek more than affordable treatment when travelling abroad. "Medical tourists look for trust, understanding, and reassurance. Hospitals that successfully bridge cultural and communication gaps can deliver better patient experiences while enhancing India's competitiveness in the global medical tourism market," he said.

India is one of the world's leading medical tourism hubs owing to its advanced healthcare infrastructure, internationally accredited hospitals, experienced specialists, shorter waiting periods, and comparatively affordable treatment costs. The study states that strengthening cultural competence among healthcare providers could further enhance the country's appeal to patients from diverse cultural backgrounds.

Reference:

ET Healthworld.com

PTI

Medical Tourism, IIM Lucknow, Cultural Sensitivity, Patient Communication, Healthcare, India

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