Exploring the web and language accessibility of medical tourism providers' websites: implications for online marketing and patient recruitment practices.

Abstract

Background: Web accessibility as an attribute of the digital presence of organizations has been studied across domains and contexts. Our study aims to add to existing lines of research inquiry by examining the web and language accessibility of medical tourism provider (MTP) websites commonly used to market and promote international medical tourism treatments and services globally.

Objective: This study aims to (1) systematically analyze the web and language accessibility of MTP online health messages and (2) discuss challenges and implications for medical tourists' user experiences when seeking health information online.

Method: We conducted an exploratory quantitative content analysis of web and language accessibility utilizing computer-assisted technology to systematically evaluate the home pages of international MTP websites (n = 125) representing all six WHO Regions of Health.

Findings: Results show the problematic integration of CAPTCHA on 30% of the website home pages which are known accessibility barriers. Furthermore, 87% of the providers offered no accessibility policy statements to the users. The analysis revealed that nearly 70% of the MTPs averaged 6 or more WCAG 2.1 Level AA accessibility errors on the home page of the providers' websites.

Conclusions: Inaccessible online health information can amplify this vulnerability and exacerbate the existing digital divide experienced by prospective medical tourists. When medical tourism providers (MTPs) effectively communicate with global audiences by offering accessible and inclusive digital content, they enhance their reach and credibility.