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A Capsule Summary of Health Tourism Localization Best Practices

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Key Points:

  • Defining Health and Wellness Tourism
  • Most Popular Destinations for  Health and Wellness Tourism
  • Effective Health and Wellness Tourism Marketing
  • Customers’ Considerations.
  • Marketing Materials Translation and Localization.
  • What Value Shall We Add?

What is Health and wellness tourism?

Health and wellness tourism is a type of tourism that focuses on improving physical and mental health and well-being through various methods such as medical treatment, physical activity, and relaxation. It can include activities such as visiting a spa or wellness retreat, participating in adventure sports or outdoor activities, or seeking medical treatment at a destination that is known for its healthcare services. 

Most Popular Destinations for  Health and Wellness Tourism

Some of the most popular destinations for health and wellness tourism include:

  • Switzerland: It is a popular destination for health and wellness tourism due to its reputation for high-quality medical care and its picturesque natural setting. Some of the key features of Switzerland’s health and wellness tourism industry include medical expertise, spa and wellness treatments, nature-based therapies, alternative therapies, Weight loss, and anti-aging programs.
  • Thailand: Known for its traditional Thai massage and spiritual healing practices.
  • India: Home to a variety of traditional healing systems, such as Ayurveda and yoga.
  • Germany: Known for its medical expertise and advanced technology in fields such as orthopedics and cardiac care.
  • Turkey: Offers a range of health and wellness services, including thermal baths and traditional hammams.
  • Mexico: Offers a variety of wellness services, including spa treatments, traditional healing practices, and alternative therapies such as acupuncture and homeopathy.
  • China: Famous for traditional Chinese medicine (TCM) that is thousands of years old, including Acupuncture, Herbal therapy, and Tai chi
  • United States: Offers a wide range of health and wellness services, including medical and wellness programs.
  • United Arab Emirates: Health and wellness tourism is fast becoming a major contributor to the economy, with an array of state-of-the-art facilities that offer a wide range of services such as traditional spas, Ayurveda, and other alternative therapies.

Effective Health and Wellness Tourism Marketing

In the context of health and wellness tourism marketing, localization represents a key element as most of the included activities are practiced in other global destinations; this could include adapting marketing materials to the local language, using local influencers or spokespeople to promote the product or service, and adapting the product or service itself to meet the needs and preferences of local consumers.

Effective health and wellness tourism marketing also involves understanding the specific needs and motivations of potential customers in the target market by highlighting the natural beauty of the area, the availability of outdoor activities and adventure sports, or the presence of local health and wellness services such as spas, yoga studios, or natural remedies. It may also involve promoting the benefits of the destination as a place to relax, rejuvenate, and improve overall health and well-being.

It is absolutely fine to have one message for a medical tourism product or service that is offered to only one locality and one target demographic. But if you are seeking a connection and resonance with an international health and wellness tourism buyer, you’ll need to understand localization and international marketing, laws, regulations, and idiom, as well as detailed facts about the prospective consumers to whom you wish to advertise and make aware of your brand.  

Most medical tourism seller websites, whether hosted by a medical tourism facilitator or the actual provider of the hospitality, diagnostic or clinical services, fail miserably in addressing the localization of their content and offers. They also fail to make the effort to send out email marketing messages with properly localized messages, resulting in a less than professional impression about their attention to detail, quality and inferred safety.

Customers’ Considerations

Why would a customer place his trust in a health tourism seller who doesn’t take the business seriously enough to localize messages and check spelling and idiom before attempting to raise brand awareness? Why would a buyer who can afford the welfare of health and wellness tourism services abroad choose to buy from a seller who barely knows about him as a consumer and who proves this repeatedly in the marketing messages he communicates? What interest would a wealthy customer have in a seller whose only advantage is being “cheap”?

Marketing Materials Must Be Both Translated and Localized

If you are targeting health and wellness consumers in many different countries, you must develop a localization strategy first. Contentech advises the client about the uniform guidance for the localization efforts, which is particularly important for hospitals, clinics, and resorts.

Nevertheless, it is sometimes difficult for some clients to draw the limits between translation and localization, in general localization addresses significant, non-textual components of products or services. The localization process might include adapting graphics and images to avoid expressions that are ill-mannered in one place while perfectly acceptable in another; adopting local currencies; using proper formatting for date and time indications, address conventions, and international dialing codes for telephone numbers applicable to the location; the choices of colors and color combinations; and many other details, including rethinking the cultural adaptations of a product such as health or wellness tourism services to enter the local market by merging into its needs and desires

What Value Shall We Add?

Contentech, one of the leading multilingual content solutions providers, has a team of experts at translation, localization, consultancy, quality management, marketing, and advertising assessments, who conducts a localization audit on your health and wellness marketing material to come up with a tailored plan for your localization project.

We help our clients with businesses of all sizes make their content available in local languages through our provided Website Localization Services, App localization, and SEO Translation and Localization which are the key to increasing visibility and reaching the target audience all over the world.

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