IIM Lucknow, Fortis study highlights role of cultural sensitivity in boosting medical tourism
Lucknow, July 8 (TNT): Researchers from the Indian Institute of Management Lucknow and Fortis Hospital have found that cultural sensitivity, effective communication and expectation management play a crucial role in shaping the experiences of international patients seeking treatment in India.
The study, conducted by Payal Mehra, Professor of Communication, IIM Lucknow and Himanshu Tyagi, Director, Orthopaedic Department, Fortis Hospital, New Delhi, examined how international medical tourists perceive cultural sensitivity and communication practices in Indian hospitals.
The findings have been published in the Asia Pacific Journal of Health Management, the Institute said in a release here on Wednesday.
The research was carried out at a Government of India-designated medical tourism healthcare institution in New Delhi accredited by both the National Accreditation Board for Hospitals & Healthcare Providers (NABH) and the Joint Commission International (JCI).
Using a questionnaire-based cross-sectional research design, the researchers surveyed 1,600 international patients and analysed the responses through multiple linear regression, confirmatory factor analysis and mediation-moderation analysis.
The study found that international patients develop perceptions of a hospital’s cultural sensitivity through information available before and during their treatment journey, with these perceptions significantly influencing how they evaluate communication and accommodation provided by healthcare professionals during clinical consultations.
Commenting on the findings, Prof. Payal Mehra said India has emerged as a major medical tourism destination, although the market remains dominated by patients from neighbouring countries with relatively lower cultural distance.
She said the findings demonstrate how cross-cultural communication training can help attract and retain international patients and strengthen India’s position in the global medical tourism sector.
The study recommended that hospitals introduce structured intercultural communication training programmes for healthcare professionals, improve medical tourism websites with culturally relevant information on India and its healthcare ecosystem, and utilise technologies such as augmented reality and virtual reality to familiarise prospective patients with healthcare services before their arrival.
Dr. Himanshu Tyagi said medical tourists seek trust, understanding and reassurance in addition to treatment, adding that hospitals capable of bridging cultural and communication gaps can deliver better patient experiences and enhance India’s competitiveness in the global medical tourism market.
The researchers said the findings offer timely insights into strengthening patient-centred care as India continues to emerge as a leading global healthcare destination.
TNT TS
