Aktywność marketingowa podmiotów turystyki medycznej Dolnego Śląska w świetle wyników badań jakościowych
Marketing Activity of Medical Tourism Operators on Lower Silesia in the Light of the Quality Research Results

Summary/Abstract: The objective of the article is to present the marketing activities of medical tourism operators on Lower Silesia. Additionally the state of the market of medical services offered for foreign consumers will be presented. Surveyed medical entities from Lower Silesia region use marketing tools in their activities. They are also becoming more aware of what kinds of tools they can use, how to assess their impact and effectiveness. They use research, new technologies, applications and internet, conduct internal surveys among its consumers. However, these medical entities do not have time, knowledge, and sometimes financial resources to actively address the promotion abroad. Therefore, it is important to take adequate promotional activities on the national level.

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