Medical Tourism is a major global industry driven by patients seeking timely, cost-effective, and specialised healthcare services across borders. This study examines the close relationship between marketing strategies and consumer behaviour in the medical tourism sector. Due to the digital transformation, which has impacted every industry, marketing approaches must continually shift from traditional advertising methods to digital marketing and social media marketing. Digital marketing plays a vital role in improving the visibility and performance of medical tourism companies. Innovative digital marketing strategies are crucial not only for attracting a larger patient base but also for nurturing sustainable relationships with clients. Furthermore, aligning marketing and communication is a prerequisite for enhanced patient engagement and retention.

From the consumer's perspective, several factors influence their choices, including cost considerations, perceived service quality, and the reputation of healthcare providers. Therefore, by analysing these elements, this study aims to identify marketing strategies that meet consumer expectations.