Mindful Journeys

Mindful Journeys: Marketing Mental Wellness in Medical Tourism examines the dynamic interface of global healthcare travel, mental wellness services and strategic marketing. With medical tourism growing beyond physical therapies to include holistic health, mental health has become a vital aspect of the patient-centered practice. This book discusses how destinations, hospitals, wellness retreats and facilitators can successfully design, position and promote mental wellness offerings in a competitive medical tourism marketplace. The study focuses on the importance of mindfulness, branding, and consumer trust in influencing the perception of patients. It can be used to offer practical models of how to build ethical and culturally sensitive marketing strategies based on interdisciplinary viewpoints in marketing, psychology, healthcare management, and tourism research. A particular attention is paid to the impact of digital marketing, storytelling, and experience design on the decision making process of medical tourists when they choose to travel to get mental wellness services.