View in EDS PDF Full Text

DESARROLLO DEL TURISMO MÉDICO EN LA FRONTERA NORTE DE MÉXICO Y ESTRATEGIAS DE COMUNICACIÓN.

Saved in:
Bibliographic Details
Title: DESARROLLO DEL TURISMO MÉDICO EN LA FRONTERA NORTE DE MÉXICO Y ESTRATEGIAS DE COMUNICACIÓN.
Alternate Title: Development of medical tourism on mexico's northern border and communication strategies.
Authors: Ramírez Leyva, Flor Micaela1 micaela.ramirez@academicos.udg.mx, García González, Janet2 janet.garciagnz@uanl.edu.mx, González Espinoza, Mayda3 mayda.gonzalez@uabc.edu.mx
Source: Revista de Comunicación y Salud. 2025, Vol. 15, p1-19. 19p.
Subjects: MEDICAL tourism, COMMUNICATION strategies, GOVERNMENT policy, INTERNATIONAL travel, ECONOMIC efficiency, MEXICO-United States border, HEALTH care industry, MEDICAL care
Geographic Terms: MEXICALI (Mexico), MEXICO, BAJA California (Mexico : Peninsula)
Abstract (English): Introduction: The development of a medical tourism destination is linked to complex processes and the involvement of various actors, giving institutional communication a crucial role. This study addresses the socioeconomic dynamics of the health services market with international mobility in Baja California, Mexico, aiming to highlight communication strategies. Methodology: The study was conducted using ethnography to the Mexicali Health Care, interviews with 188 tourist patients and documentary analysis of research, specialized and general media, and reports from government and official agencies. Results: There are 55 to 70% cost savings in 8 of 16 medical procedures used by tourists, even lower prices on medicines in Mexico compared to the United States; an intense marketing effort in medical tourism and the implementation of public policies with high investments have transformed the city of Mexicali and the northern border, highlighting the Mexicali Health Care medical cluster. Conclusions: Although institutional communication strategies have yielded good results, there is a need to address social issues such as public safety, evaluate the programs and public policies, and follow up on them. Additionally, there is a need to expand the reach to European and South American markets. Communication is crucial in the health sector, especially in medical tourism, where cultural adaptation and relational dynamics play an important role. [ABSTRACT FROM AUTHOR]
Abstract (Spanish): Introducción: El desarrollo en un destino de turismo médico se vincula con procesos complejos e intervención de diversos actores, dando a la comunicación institucional un rol primordial. Este trabajo aborda las dinámicas socioeconómicas del mercado de servicios de salud con movilidad internacional en Baja California, México, buscando evidenciar las estrategias de comunicación. Metodología: El estudio se efectuó aplicando la etnografía al Distrito médico de Mexicali, entrevistas a 188 pacientes turistas y el análisis documental a investigaciones, medios de difusión especializados y generalistas e informes de dependencias oficiales del sector turístico y de gobierno. Resultados: Hay ahorros del 55 al 70% en el costo de 8 de 16 procedimientos médicos utilizados por los turistas, además de un precio significativamente más bajo en medicamentos y otros servicios de salud en México comparativamente con Estados Unidos; una intensa labor de marketing en turismo médico e implementación de políticas públicas con altas inversiones, han transformado la ciudad de Mexicali y la frontera norte, se distingue el clúster médico Mexicali Health Care. Conclusiones: Aun cuando las estrategias de comunicación institucional han tenido buenos resultados, falta atender problemáticas sociales como la seguridad pública, conocer la evaluación de los programas y políticas públicas y darles seguimiento, así ampliar el alcance abarcando mercados europeos y sudamericanos. La comunicación es crucial en el ámbito sanitario, especialmente en el turismo médico, donde la adecuación cultural y la dinámica relacional juegan un papel importante. [ABSTRACT FROM AUTHOR]
Copyright of Revista de Comunicación y Salud is the property of Instituto Internacional de Comunicacion y Salud and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: MedicLatina
Description
Abstract:Introduction: The development of a medical tourism destination is linked to complex processes and the involvement of various actors, giving institutional communication a crucial role. This study addresses the socioeconomic dynamics of the health services market with international mobility in Baja California, Mexico, aiming to highlight communication strategies. Methodology: The study was conducted using ethnography to the Mexicali Health Care, interviews with 188 tourist patients and documentary analysis of research, specialized and general media, and reports from government and official agencies. Results: There are 55 to 70% cost savings in 8 of 16 medical procedures used by tourists, even lower prices on medicines in Mexico compared to the United States; an intense marketing effort in medical tourism and the implementation of public policies with high investments have transformed the city of Mexicali and the northern border, highlighting the Mexicali Health Care medical cluster. Conclusions: Although institutional communication strategies have yielded good results, there is a need to address social issues such as public safety, evaluate the programs and public policies, and follow up on them. Additionally, there is a need to expand the reach to European and South American markets. Communication is crucial in the health sector, especially in medical tourism, where cultural adaptation and relational dynamics play an important role. [ABSTRACT FROM AUTHOR]
ISSN:21745323
DOI:10.35669/rcys.2025.15.e368