Thd nhdt, day manh hoat dOng marketing, quang cao dffdi nhieu hinh thffc va vdi sif phdi hdp eiia cac ben lien quan: Nhffng ye'u td dapc coi la tidm ndng, the'manhcua Viet Nam vd DLYT[r]
Trang 1NGHIEN ClfU QUANG CAO
DU LICH Y TE TRlTC TUYEN
TAI MOT SO QUOC GIA CHAU A
» NGUYEN THUY TRANG
TOM TAT:
Internet va cdc trang web quang cao du lich y te (QCDLYT) la phadng tien hCfu ich giiip cho khdch du lich - benh nhan (KDL-BN) tiem nang tim hieu, danh gid dich vu y te dadc cung ca'p va nha cung cap dich vu tai diem ddn DLYT de ra quyd't dinh hanh vi mua Internet cung cdc trang web QCDLYT cdn la lien ke't chu yd'u giffa nha cung cl'p djch vu va KDL-BN khi can tff van, hffdng din, de nghi, khieu nai, Vi the, cae ben lidn quan trong nganh cdng nghidp DLYT can coi trpng vide thie't ke trang web QCDLYT dadi binh thffc ddc lap hoac phd'i hdp Nghien cau quang cao du lich y te trffc tuyd'n tai mot sd qudc gia chiu A la ndi dung dffde bdn den trong bai vie't dadi dly
Tuf khoa: Quang cdo du lich y te', hanh vi mua, cdc qud'c gia chau A
L Dat va'n de
Quang cdo trac tuye'n e6 ifu the tadng dd'i hdn so
vdi quang cao ngoai tuyd'n ve chi phi, kha ndng do
ladng, dinh dang quang cdo, kha nang hadng muc
tieu, pham vi phan phd'i va td'c dp trien khai Bdi
vay, cac trang web DLYT va dac biet la cac trang
webBV da va dang la hinh thac quang cdo phd bien
nha't hien nay trong linh vffe DLYT va dadc thac
hien mdt each rieng le hoac kd't hdp bdi cdc dai ly
du lich, cdc nha didu phdi eac td chffc hd trd eac
nha cung ca'p dich vu v v
Du Ijch ndi chung va du lich y te ndi ndng, vdi
tinh chat la nganh kinh td tdng hdp cd tinh xa hpi
hda cao, vi tri va vai tro cua truyen thdng lai cang
trd len quan trpng trong vide quang ba san pham,
dinh hifdng tteu dung va dieu chinh hanh vi eua cac
ben lien quan The nhang nha da ndi d tren, nhffng
cdng trinh nghien cau trade day ve QCDLYT trifc
tuye'n thifdng it quan tam de'n ede trang web ciia
cae nha cung ca'p dich vu, dac biet la cdc trang web benh vien (webBV)
2 Quang cao du lich y te tri^c tuy§'n tai An
Dp, Malaysia va Thai Lan
2.1 Khdi qudt hoat dQiig xtic tien, quang bd du lich y tetgi An Do, Malaysia vd Thdi Lan 2.1.1 QudngcdodulichytetaiAn Do
Mac du sdn co ldi the' ve ehi phi tha'p, chinh phii
An Dp dd va dang thifc hien phadng phdp tidp can quang cdo nganh cdng nghiep DLYT cua minh theo cdch chii trpng lam ndi bat cac ye'u td nghi dadng trong cae dich vu y td' dffde cung cap cho KDL-BN tiem ndng Trffdc day, nhffng nd Iffc quang cao nhdm thu hut KDL-BN qudc te' cua An
Dd chu ye'u dffde thffc hien d cac cap dd BV tieu bang va thanh phd' Sff xuat hien Uy ban Xuc tien DLYT va du lich nghi dadng vao nam 2016 danh dau bade ngoat quan trpng trong hoat ddng xiie tien, quang bd DLYT eiia An Do
Trang 22.1.2 Quang cdo du lich y tetai Malaysia
Cung vdi vide giam bdt dan sff nghiem ngat
trong cae quy dinh vd quang cdo y te' va DLYT,
chinh phii Malaysia da thanh lip Hdi ddng Du lich
Cham sde sffc khoe Malaysia (Malaysia
Healthcare Travel Council - MHTC) vao nam
2009 MHTC la cd quan chuydn trdch vd DLYT
(trife thudc Bd Y te') cd chffc nang xem xet va
cdng nhin chd't Iffdng cae BV dd quang cao vdi
KDL-BN qud'c td' tiem nang thdng qua mot trang
web chuydn dung MHTC cung tich cifc hd trd mo
hinh hpp tdc cdng-tff trong linh vffe DLYT, thuc
day cdc hoat ddng QCDLYT 6 trong nffdc ciing
nhff d nadc ngoai va phd'i hdp vdi cac ben lidn
quan de phdt trien cae "goi dich vu DLYT"
Ngodi ra, de tang cadng thu hiit va dap ang nhu
cau ciia KDL-BN qud'c te tiem nang, MHTC
thanh lap cae trung tam cham sdc khach hang, cac
phong tid'p ddn tai ede san bay qudc te' va cdc van
phong dai dien d nadc ngoai Cd y kie'n cho rdng
Malaysia khong thu hiit dadc nhieu KDL-BN qud'c
te'thupc dien giau co hay khd gia (ehi tieu cao) va
dieu nay dadc ly gidi mdt phan bdi sifkem thuyd't
phuc KDL-BN qud'c td' vd chl't lapng cua dpi ngu
chuydn gia y te' Malaysia vi thdng tin vd tinh
chuyen nghiep ciia hp rat hie'm va/hodc khd ddnh
gid tren internet (Leong T, 2014)
2.1.3 Qudng cdo du lichyte tai Thdi Lan
Nganh cdng nghiep DLYT Thdi Lan dffde
quang cao d nffdc ngoai chii ye'u bdi cac BV ta
nhan hien dai (nha BV Qudc td' Bumrungrad, BV
Bangkok, BV Samitivej) Tuy nhidn, Tong cue Du
lich Thdi Lan (Tourism Authority of Thailand
-TAT) Cling tich eife quang cdo cho nganh cong
nghiep DLYT Thai Lan thdng qua cdc chid'n dich
marketing didn tff va truyen thdng TAT da thie't
lap mdt trang web (vao nam 2010) dd quang cao
Thai Lan nha la "trung tam y te' ciia ehlu A "; da
td chffc nhieu tour du lich tim hieu, lam quen,
marketing cho cac phadng tien truydn thdng qud'c
te' vd KDL-BN qud'c te' tiem nang Ngoai ra,
nganh cong nghiep DLYT Thai Lan cdn dadc tidp
thi va quang cdo bdi ede nha didu phd'i DLYT, Bd
Y te' va cdc cd quan y te' cap Mac dij hoat dpng
QCDLYT cua Thai Lan dadc trien khai tadng dd'i
tich cac va ddng bd, ciing co y kie'n cho rdng hidu
qua QCDLYT ciia Thdi Lan vdn con thua kem so
vdi cdc qud'c gia trong khu vac nha Singapore, An
Dp hay Malaysia Mau thuan nay cd the dadc ly giai mdt phdn bdi sa khac biet ve dac diem sff dung ngdn ngff: trong khi tid'ng Anh dapc sff dung tadng dd'i rpng rai ca trong va ngoai BV d Singapore, An Dd va Malaysia thi tie'ng Thdi la ngdn ngff chinh dffde sff dung tren lanh tho Thai Lan; vi vay, cac BV Thdi Lan budc phai phat hanh cdc tai lieu quang cao bang tie'ng Anh va cdc ngdn ngff khde dd truyen tai thdng tin vd BV ciing nhff
ve cdc van de cd lien quan dd'n DLYT Trffdc sff suy giam dang kd sd ladng KDL-BN qud'c td' de'n Thdi Lan do tac dpng ciia khiing hoang chinh tri tai qud'c gia nay, chinh phii Thai Lan da phat ddng mot chid'n dich QCDLYT trffc tuye'n mdi
"Thailand Extreme Makeover" vao nam 2014 dd khuyen khich KDL-BN qudc te'quay trd lai
2.2 Khdo sdt chUc ndng qudng cdo du lich y te cua cdc trang web benh vien tai An Do, Malaysia
vd Thdi Lan
Tdc gia da Iffa chon 30 trang webBV tai An Do, Malaysia va Thai Lan theo each ngau nhien de khao sdt chffc ndng QCDLYT trffc tuye'n, dffa trdn 4 nhdm tidu chi: (1) thdng tin tdng quat, (2) thdng tin
y te, (3) tinh tffdng tdc va (4) ky thuat thie't ke'
2.2.1 Ve thong tin tdng qudt
Cd sa khac biet Idn giffa cac trang webBV dffde khao sdt vd tinh nang cung ca'p thdng tin tdng quat (Hen quan de'n BV va KDL-BN): diem manh eua ede trang webBV An Dd va Thai Lan la kha nang mmh hpa bang hinh anh vd cd sd vat cha't va thie't bi ky thuat eiia BV, daa ra nhffng ldi chffng eiia KDL-BN trong khi diem manh eiia ede trang webBV Malaysia la kha nang cdng bd' thdng tin ve quydn rieng tff ciia KDL-BN Sff khde biet nay cd the la do cac quy dinh ve quang cao y te' va/hodc bao ve ngadi sff dung/ngadi tidu dung theo luat phdp ciia Malaysia cd phdn ngbidm ngat hdn so vdi An Dd va Thdi Lan Ngoai ra, lien quan dd'n kha ndng gidi thieu cae dich vu phi y td' (an d, phien dich, vui chdi giai tri, tham quan, v.v ), ede trang webBV An Dp hdn ban cac trang webBV Malaysia va Thai Lan ve kha nang gidi thidu cac thife ddn ddc biet phuc vu khau vi da dang ciia KDL-BN qud'c td
2.2.2 Ve thong tin y te
Cd sif khde biet rd ret giffa cdc trang webBV dadc khao sat vd tinh nang cung ca'p thdng tin y te' (bdn quan de'n thu tuc vao vien va ra vien, mac tinh
Trang 3gia dich vu va thii tuc thanh toan, nhij'ng thoa thuan
sau khi ra vien): cae trang webBV An Dp cdng bd'
mac tinh gid cae dich vu y te', cdc khoan vien phi
khde va thii tuc thanh toan trong khi cae trang
webBV Malaysia va Thai Lan cdng bd chi phi chd
d ndi tru cho KDL-BN va ngadi di ciing; cdc trang
webBV An Dd va Malaysia cong bd nhffng loai
bao hiem ta nhan dadc chap nhan Ngoai ra, eac
trang webBV An Dp daa ra nhffng thda thuan sau
khi ra vien, bao gdm ca dich vu cham sde tid'p theo
2.2.3 Ve tinh tUdng tdc
Kha nang cung cap cac cdng cu phuc vu nhu
cau tffdng tdc trffc tuye'n chi dapc quan sdt tbI'y d
cac trang webBV An Dd va Thai Lan Cae trang
webBV An Dp ciing trdi hdn ve kha nang cung
ca'p cho KDL-BN tiem nang cdc dich vu ta vl'n
trifc tuyd'n trade khi nhap vidn; nhffng lidn ke't bo
sung de tim hieu them thdng tm ve BV; gidi thieu
cdc lien doanh chdm soc sffc khoe, cdc lidn kd't
qud'c te' va cac ed sd d nadc ngoai Cac trang
webBV Thdi Lan trdi hdn vd kha nang cung cap
cho KDL-BN nhffng hd sd benh an qua internet
Cdc trang webBV An Do va Malaysia trdi hdn ve
kha nang cung d p ede lidn kd't dd'n cdc dien dan
trffc tuye'n va cdc mang xa hpi de dap ffng nhu cau
phan hdi va chia se thdng tin eiia KDL-BN; cdc
lien ke't phi y te' vi du de'n cdc dai ly du lieh va
cdc diem tham quan
2.2.4 Ve ky thuat thiet ke
Cdc trang webBV An Dd trpi hdn ve cau triic;
cdc trang webBV Thai Lan tuy trdi hdn vd cac laa
chpn ngdn ngff thay the' (ngoai tie'ng Anh) cho
ngadi truy cap nhifng lai khdng cd trang KDL-BN
qud'c te'rieng biet nha cdc trang webBV An Dp va
Malaysia Tat ea 30 trang webBV dade khao sdt
deu chaa thffc sff quan tim ddp ang nhu cau ciia
ngadi sff dung internet cd nhffng khuye't tat ve
gidc quan nghe nhin
2.3 NhUng ket ludn riit ra ve QCDLYT trUc
tuyen cua cdc trang webBVdUcfc khdo sdt
Phan tich ke't qua khao sdt chac nang
QCDLYT trffc tuye'n cua 30 trang webBV dapc
laa chpn cho phep riit ra nhffng ke't luan sau day:
Thd nhdt, ve chiic ndng thong tin
Cdc trang web BV la cdng cu hffu ich giup cho
ngffdi sff dung internet nhan thffc ve BV sd hffu
trang web vdi tff each la nha cung cl'p dich vu
Cdc trang webBV la nhffng kdnh tie'p thi quan
trpng khdng kem cac trang web ctia cac dai ly, cac nha dieu phdi hay cae to chffc hd trd phat trien DLYT nham thu hut KDL-BN Khi thid't kd trang web ciia minh cdc BV thffdng sff dung nhidu ky thult khac nhau dd tao dffng sff tin nhiem dd'i vdi ngffdi sff dung internet vd KDL-BN tiem nang, dac bidt la kha nang cung cl'p thdng tin lidn quan dd'n chffng nhan cha't Iffdng qud'c td', gia ca/chi phi vd chat Iffdng dich vu dffde cung cap, Thdng qua nhffng hinh anh minh hpa ve ed
sd vat cha't ky thult, nhffng bdng chffng ve cdc ITnh vffe vffdt trdi hay xua't sdc ciia BV, nhffng ldi chffng cua KDL-BN, v.v cdc trang webBV gdp phdn nIng cao uy tin cua BV sd hihi trang web Sff khde bidt dang ke giffa cdc trang webBV ve mat cung ca'p thong tin lien quan den vl'n dd tai chinh hay cdc dich vu dac bidt (phdu thult chuydn gidi, hd trd sinh san, v.v ) chffng to cdc trang webBV khdng phai la ngudn thdng tin hoac ddu md'i giao tid'p duy nha't dd'i vdi KDL-BN tiem nang Diem ban che' phd bie'n cua cdc trang webBV la chffa thffc sff quan tam de'n nhffng gi xdy ra vdi KDL-BN qud'c td' sau khi hp rdi khdi
BV va trd ve qud'c gia catrii eiiahp
Thu hai, ve nhdn thUc vd ddp Ung nhu cau thong tin cua KDL-BN
KDL-BN thadng quan tam nhieu dd'n trinh dd chuyen mdn cua dpi ngu nhan vidn y td', cha't ladng ciia cdc dich vu dapc cung cl'p, mdi tradng
va ed sd vlt cha't ky thult Vi thd', mdt ddi ngu nhan vien y td' cd trinh dp chuyen mdn cao va kha ndng cung cl'p cdc dich vu y te' hidn dai la nhffng ye'u td' quan trpng thu hiit KDL-BN qud'c td de'n
An Dd, Malaysia va Singapore Ngoai ra,
KDL-BN qud'c td cdn quan tam den vi tri dia ly cua DDDLYT va tdn sua't cac chuyd'n bay, thii tuc nhap canh va sffdi lai thuan tien, Tom lai tff quan didm marketing diem de'n, nhan thffc dung va day
du de lam thda man nhu edu thdng tin ciia
KDL-BN cdn dadc he't sffc quan tam khi hoach dinh cdc chidn lapc marketing DLYT tru'c tuyd'n
Thd ba, ve thie't lap vd ciing cdlong tin gida BV
vd KDL-BN
DLYT da va dang phdt trien manh me mdt each nghich ly thdng qua internet Cac nghidn cffu vd nhu cau thdng tin ciia KDL-BN cho tha'y tam quan trpng cua viec thie't lap va ciing cd' long tin giffa cdc BV va KDL-BN Cac trang webBV
Trang 4cdn chffng minh cha't ladng ciia dpi ngu nhdn vidn
y te' va trinh dp cd sd vat cha't ky thuat cho phep
cung cap cae dich vu y te' chat ladng cao, an todn
va dang tin cay Cac trang webBV QCDLYT cdn
dadc cai tid'n vd hoan thien de cung ca'p mdt cdch
day dii va chinh xdc nhffng thdng tin y td' lan
thdng tin phi y te' nhdm ddp ffng nhu cau thdng tin
va md'i quan tam ciia KDL-BN dem nang, cho
phep hp dffa ra quyd't dinh sdng suo't va hpp ly
hdn Quy dinh phdp ly cua tffng qud'c gia cu the
vd quang cdo y te' va/hoac bao vd ngffdi sff
dung/ngffdi tieu dung doi vdi nhffng ndi dung cd
the (hoac khdng) dadc phep cung ca'p cdng khai
trdn internet ddng mdt vai tro he't sffc quan trong,
Cac trang webBV Malaysia khdng thd sff dung
phep so sanh (vi du thdng qua cae cum tff "td't
nha't", "hang ddu", v.v.) de gidi thieu ve BV sd
hffu trang web khi chaa chffng minh dffde ndn
budc phai thd hidn sff xul't sac ciia hp theo nhffng
each khac Trinh dp chuydn mdn vd kinh ngbidm
ciia ddi ngu nhdn vien y td', tinh trang cd sd vat
cha't ky thuat va nha't la cdng nhan cha't Iffdng
qud'c te' ciia BV la nhffng bdng chffng the hidn
chat Iffdng va dp dn cay cua BV
ThU tu, ve ky thuat thie't ke vd linh ndng
QCDLYT
Mot trong nhffng phffdng thffc the hien trach
nhiem va tao dffng sff dn cay do'i vdi cdc trang
webBV QCDLYT la cung cap cac dich vu tadng
tdc trife tuyd'n va cdche'pbanbdidd cai thien tinh
minh bach Tinh tadng tdc cua eac trang webBV
QCDLYT la ye'u td quan trpng anh hadng dd'n
nhan thffc ciia KDL-BN ddm nang Mot trang
web QCDLYT dffde thid't ke dam bao dnh tham
my, hdp ly va nha't quan se khdng lam cho ngadi
truy cap bdi rd'i hoac trd ndn budn chan tdi mac tff
bo nd Iffc truy cap dd tim hidu thdng dn Cac cdng
cu dm kiem, ban dd trang web (site maps) va cac
tuy chpn ngdn ngff tao didu kien cho ngffdi truy
cap tffdng tdc vdi cac trang web khde, trong do co
sif tadng tac giffa ngadi truy cap va nha cung cl'p
dich vu
3 Khuyd'n nghi ve quang cao du lich y td' &
Viet Nam
3.1 Thifc trang qudng cdo du lich y ti' d
Viet Nam
DLYT d Viet Nam hien nay dang d "vach
xul't phdt" ve mpi khia canh vi ly do mdi chi
dadc quan tam bdi da luin xa hdi vd gidi truyen thdng chff gan nhff chffa dffde quan tam bdi ta't ca cdc ben lien quan Ve the che' (dffdng ldi, chinh sdch phap luat, v.v ), chffa ed mot van ban (hay dieu khoan) chinh thffc lidn quan dd'n DLYT dffde cdng bd' Ve td chffc, chffa co mdt ed quan quan ly (ta trung adng de'n dia phadng/cd sd) hay hiep hdi chuyen nganh vd DLYT dapc thanh lap
Ve boat ddng thffc tidn, chffa tbi'y xua't bien mdt doanh nghiep DLYT theo dung nghTa cua cum tff nay hoat ddng kham chffa benh/cung cl'p dich vu
y te' cho KDL-BN nffdc ngoai chii ye'u chi dadc thffc hidn d mdt so BV tai TPHCM vdi tinh chd't manh mun, thu ddng Ve hoat ddng nghien cffu khoa hoc, gan nha la mdt khoang trd'ng; y tadng phdt trien DLYT d Vidt Nam ehi dapc khdu gdi trong mot sd'bai bdo khdng chuydn nganh, chi cd mdt de tai nghien cffu cl'p trffdng va mdt luan vdn cao hoc dadc thffc hidn (ea hai deu gidi han d
du lich chffa benh), Tdm lai, ed the tam hinh dung thffc trang DLYT d Vidt Nam hidn nay nhff nhan dd ciia mdt bai bdo "Vidt Nam khdng cd (tdn) tren ban dd du lich chffa bdnb toan edu" (Qud'c Dung, 2013)
Ve boat ddng QCDLYT d Viet Nam, bang
chffng duy nha't la sff ra mat an ban "Cam nang Du lich Yte'Thanh phd Ho Chi Minh" dadi dang song ngff Anh-Vidt vao thdng 5/2018 (Thiiy Trang-VTV, 2018); ngoai ra, gdn nha khdng ed boat dpng QCDLYT nao khac Didu nay cung de hieu
vi hai ly do: (1) chaa quan tam quang cdo ve tidm nang DLYT va (2) chffa ed boat ddng thffc den dd
ma quang cao?! Trong khi hdu he't cac BV Viet Nam deu da xay dffng trang web, khdng cd ba't ky trang webBV nao thid't kd' chuyen muc DLYT, ke
ea cac BV tanbin hidn dai (nhaBV qudc te'Hanh Phiie, BV Da khoa Qud'c te Vinmec, BV Viet Phap Ha Ndi, v.v.,.) Cdc trang web eiia Bd Y td', Tdng cue Du lich va cdc doanh nghidp du Ijch ciing khdng ed chuyen muc nay
3.2 Mot sd khuyen nghi ve QCDLYT d Vift Nam
Phan tich thffc trang DLYT va QCDLYT d
Viet Nam ket hdp vdi kinh nghiem QCDLYT cua
An Dp, Malaysia va Thai Lan cho phep chung toi dffa ra mot sd khuyd'n nghj dd'i vdi cac nha quan ly
BV Viet Nam cung cdc bdn lien quan trong linh vffe DLYT nhff sau:
Trang 5Thd nhdt, day manh hoat dOng marketing,
quang cao dffdi nhieu hinh thffc va vdi sif phdi hdp
eiia cac ben lien quan: Nhffng ye'u td dapc coi la
tidm ndng, the'manhcua Viet Nam vd DLYT can
dapc danh gia ddy du vd chinh xac de khai thac cd
hidu qua, ddng thdi dm edeh quang bd rpng rai
thdng qua boat ddng tie'p thi, quang cao nham thu
but KDL-BN tidm nang, cac trang webBV, trade
he't la cac BV ta nhin hien dai, cdn dapc thadng
xuyen cai tie'n dd ngay cang hoan thien va phdt
huy td't chffc nang thdng dn, trong do cd chffc nang
QCDLYT; can co sff tang cffdng phdi hdp giffa
ede BV co dii didu kien phuc vu khach du lich vdi
cae cd quan quan ly du lich ede cap va cac doanh
nghiep trong vide trao ddi thdng dn ve dich vu y
td', ve thi trffdng khach du lieh va cdc va'n de lien
quan khac
ThU hai, dinh hffdng QCDLYT phu hpp vdi
loai hinh dich vu y td' la the' manh d Viet Nam
Lien quan dd'n cac BV, tinh trang "qua tai" d ta't
ca cdc BV CO chat lapng dich vu cao, nha't la d Ha
Ndi va thanh phd Hd Chi Minh, la bai todn nan
giai dd'i vdi cdc nha quan ly BV Cung bdi vay,
trong tadng lai ngan va trung ban ehi nen tap trung
phdt trien va quang cdo 3 loai dich vu yte'phuc vu
cho phat tridn DLYT: (1) phau thuat tham my vd
nha khoa tham my, (2) y hpc co truyen din tdc va
(3) kham sffc khoe tdng quat va tam soat benh vdi
cdc ky thuat chuyen sau
Thd ba chii trong gay dffng long dn ciia
KDL-BN dem nang vdi cdc BV Cdc BV cdn nd life phan dau dat tieu chuan chat lapng qudc te' (nhff Joint Commission Intemadonal - JCI) va cdng bd' rpng rai, dac bidt la thdng qua trang webBV Ngoai ra, eac BV can thd'ng nha't tadng dd'i vd mac tinh gia dich vu khi xly difng tour vdi cac hang Iff hanh, nang cao ndng life dieu hanh dd rijt ngan thdi gian chd dpi dadc tie'p can dich vu cua KDL-BN, v.v
4.Kd'tlu$n
Sif bung no ciia truyen thdng ky thuat so' va cdng nghd thdng tin trong bdi canh cudc each mang cdng nghiep 4.0 md ra cd hdi cho cac bdn lidn quan trong nganh cong nghiep DLYT phdt trien cdc trang web QCDLYT nha mot cdng cu hffu ich nham tang cadng thu hiit KDL-BN tiem nang Trong khi QCDLYT trffc tuye'n vdi cac trang webBV dade thac hien mot each tich cifc, bai ban va ed hidu qua tai hau he't cdc qud'c gia DDDLYT hang dau trdn thd' gidi; boat ddng tid'p thi nay chffa dffde quan tam bdi tat ca cdc ben lien quan trong ITnh vffe DLYT d Viet Nam Nhffng kinh nghiem rut ra qua nghidn cffu khao sdt 30 trang webBV ta nhan tai An Dd, Malaysia va Thai Lan cho phep daa ra nhffng khuyen nghi ve QCDLYT tru'c tuye'n cho cdc BV Viet Nam nham gop phdn thiie day sa phat trien DLYT d Viet
Nam trong tadng lai •
TAI LI5:U THAM KHAO:
/ Behnnann J & Smith E (2010) "Top 7 hsues in Medical Tourism: Challenges Knowledge Caps, and Future Directions for Research and Policy Development" GlobalJournal of Health Science Vol 2 No 2 October VD-80-90 • ' '^^'
2 Chantai H & Siripen S (2014) "Medical Tourism in Malaysia Singapore and Thailand Available at: https://editorialexpress.com/cgibin/conference/download.cgi^db_name=SERC2013&paper_id=230: truy cap ngdy 15/05/2018
3 Conmny D & Balogli, S (2011) 'Medical Imelfacilimtor mbsites: An explomlory study of web page comems and services offered to the prospective medical tourist" Tourism Management 32(4) 709-716 dm Iiltp://djc.doi.org/l0.1016/j tourman 2010.02.008: truy cap ngay 15/05/20IS
4 Crooks VA BnstetrJ, Turner L Snyder J Casey V Johnston R (2011) Understanding the health andsafety risks forbrmsh Columbia's outbound medical tourists Department of Geography, Simon Fraser University
5 Huang E & Chang CCA (2012) •Patlent-oriented Interactive e-health tools on US hospital web sites" Health marketing quarterly, 29(4), 329-345
Trang 6Ngay nhan bai: 11/4/2019
Ngay phan bi$n danh gia va sufa chila: 21/4/2019
Ngay chip nhSn dang bai: 1/5/2019
Thong tin ttic^Uh
ThS NGUYEN THUY TRANG
Trifdng Dai hoc Thrfdng mai
STUDYING THE ONLINE MEDICAL TOURISM ADVERTISING
IN SOME ASIAN COUNTRIES
• Master NGUYEN THUY TRANG Thuongmai University
ABSTRACT:
The Internet and medical tourism advertising websites are useful tools to help potential padents to learn and evaluate medical services provided at tourism desdnations to decide their buying behavior The Internet and medical tourism advertising websites also work as a main connection between medical service providers and patients when padents need advice, guidance, suggestions and make complaints As a result, it is important for stakeholders in the medical tourism to develop their medical tourism advertising in a separate or coordinated manner This article is to analyze the online medical tourism advertising in some Asian countries
Keywords: Advertising medical tourism, buying behavior, Asian countries