The Role of Value Proposition Differentiation in Specialized Medical Centers on the Attraction and Retention of Tourists in Mashhad

Abstract

Various countries—particularly developing nations such as Iran—have increasingly become major destinations for medical tourism due to their lower costs and acceptable quality of medical services. The primary objective of this study is to examine the role of value proposition differentiation in specialized medical centers in attracting and retaining health tourists. The concept of value proposition refers to the set of tangible and intangible benefits offered by a medical center to patients in order to meet their needs more effectively than competitors. This study analyzes different components of the value proposition, including the quality of medical services, service costs, physician specialization, and welfare services. Moreover, the conducted reviews indicate that differentiation in the value proposition increases the attractiveness and competitiveness of medical centers in the global medical tourism market. Methodologically, this research was conducted using a descriptive–analytical approach, employing both quantitative and qualitative data. The findings indicate that factors such as physician specialization, quality of medical services, competitive costs, and supplementary services such as accommodation and transportation have the greatest impact on attracting medical tourists. Furthermore, the provision of high-quality services and post-treatment follow-up are among the most influential factors affecting the retention of health tourists.