Despite the growing popularity of medical tourism (MT) in emerging markets (EMs), little is known about how healthcare providers operationalize. This article analyzes how healthcare providers meet different challenges to market MT in an EM setting. A qualitative method was used for data collection and conducting case studies on healthcare services in the Philippines. The results show that trust and network building are necessary for mitigating the unfavorable characteristics, instability and lack of legitimacy caused by institutional constraints in EM. Word-of-mouth is found to be important to attract new customers and disseminate information about MT services.

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Purpose Focusing on customization, this paper aims to examine how service providers market health care in emerging markets through medical tourism. Design/methodology/approach Using a qualitative method, researchers conducted 18 semi-structured interviews with managers from five health-care providers and supporting organizations in the Philippines. For analysis, data from the service providers are compared. Findings Customization is found to play crucial role in offering health-care services. The customization takes place by adapting to emotional, social and cultural needs; alleviating knowledge asymmetry; and moderating the negative impact of the unfamiliar context experienced by international patients. Research/limitations implications The empirically grounded theoretical framework needs to be tested in different contexts for generalization. Practical implications The study focuses on understanding and responding to the needs of international patients, also demonstrating that health-care marketing must be developed through a joint effort by both the medical and business sides of health-care providers. Social implications The paper acknowledges the need for health-care marketing and the novel role of health-care providers. Originality/value Using a marketing lens, this study sheds light on the underexplored industry of medical tourism.