根据澳大利亚政府最近进行和发表的一项研究，2013年有1万多名患者访问过澳大利亚(Yeoh et al.， 2013)。这进一步为澳大利亚经济创造了2 600多万美元。赴澳医疗游客的主要治疗方式包括眼科护理、美容手术、细胞移植、心脏手术、牙科手术甚至骨科手术(Middleton et al.， 2009)。在当今时代，仅仅合理的使用营销组合是不够的，消费者的需求每次发生变化都需要进行调整，这是一个至关重要的要求。
所有的商业组织都能够通过发现合适的营销方法来关注客户的需求(Heung et al.， 2011)。这种组合包括四个关键元素:地点、促销、价格和产品。这些因素在医疗旅游企业组织营销中也必须加以考虑。在未来，整合营销传播也具有重要意义。这不仅形成了战略框架的范围，还提供了随着营销战略方法的深入而来的知识。
As per a recent research conducted and issued by the Government of Australia, more than 10,000 patients made a visit to Australia in 2013 (Yeoh et al., 2013). This further resulted in the generation of more than 26 million dollars for the economy of Australia. The key treatments for which the medical tourists visited Australia were inclusive of ophthalmologic care, cosmetic surgeries, cellular transplantation, cardiac surgery, dental procedures and even orthopaedic surgery (Middleton et al., 2009). In the current era, sufficient justification in using the marketing mix is not enough as there is a requirement of adjustment every time changes take place in the demand of consumer, which is a crucial requirement.
All business organizations are able to focus on the requirements of customers by the discovery of an appropriate marketing (Heung et al., 2011). This mix is inclusive of four key elements place, promotion, price and product. These factors have to be considered in the marketing of medical tourism business organizations as well. Further ahead, there is a huge significance of integrated marketing communication as well. This not only shapes the scope of strategic framework, there is a provision of in- depth knowledge along with the strategic approach of marketing.
The key objective of this research is to study and observe the present strategies of Medical Tourism Business, in a way that key issues can be identified for the organization. Hence, the research further focuses on filling these gaps with the provision of appropriate strategic recommendations to enhance the scope of success for the business.