The Mexican government is expecting the number of visitors seeking medical treatment there to reach 650,000 annually by 2020, but many Americans don’t venture past the Baja peninsula.
Can a slick campaign tempt patients to travel further south?
In its most aggressive push so far to establish Yucatán as a medical tourism destination, the state has launched a slick web portal that will serve as a centerpiece to a 9 million peso campaign.
Gov. Rolando Zapata Bello led the presentation of YucatanHealthcare.com, a bilingual directory of facilities and professionals, complete with testimonials from satisfied patients who were better able to afford care in Mexico than in their home countries.
The site promotes 47 physicians, eight dentists and 11 specialists such as surgeons, orthopedists and ophthalmology.
Zapata Bello noted that medical tourism benefits hotels and restaurants and introduces the peninsula to travelers who might not have otherwise discovered the region’s charms. So the portal lists a wide variety of lodgings, from budget to five-star hotels, arranged according to their proximity to various clinics.
The campaign include promotions in Travel and Leisure and Departures magazines, the latter of which goes to American Express Platinum Card holders. Social media campaigns and traditional media outreach is also part of the push.