The chronology of the Indian government’s marketing communications rhetoric about medical services exports (commonly referred to as “medical tourism”) from 1990 to 2024 reveals a clear evolution from basic economic liberalization to global leadership positioning. These marketing messages have progressed through distinct phases, consistently emphasizing cost advantages, quality claims, and international competitiveness. It has also become increasingly sophisticated in its use of branding, digital platforms, and systematic promotional frameworks. The evolution from simple “cost advantage” claims to comprehensive “medical hub of the world” positioning demonstrates an evolving promotional narrative, growing ambition, and overestimation of value and demand. This article reviews the evolution of the Indian government’s marketing communications and assesses whether it has morphed into rhetoric, which may damage its brand as a medical travel destination.
Published in the Journal Visions in Leisure and Business. Read more at: https://scholarworks.bgsu.edu/cgi/viewcontent.cgi?article=1824&context=visions