Challenges and Solutions in Medical Tourism at Iran University of Medical Sciences: A Qualitative Study.

Background: Iran University of Medical Sciences holds significant capacities and opportunities for entering various fields of international health services trade. Medical tourism, in particular, holds considerable potential for boosting the country's economy and enhancing its healthcare system. This study aimed to identify the challenges in medical tourism at Iran University of Medical Sciences and provide solutions to enhance its growth.

Methods: This qualitative study was conducted using semi-structured interviews with purposive sampling in the years 2023-2024. Participants included 15 healthcare professionals and administrators involved in medical tourism. Data analysis was performed using thematic analysis, coding, and theming methods with ATLAS. TI software.

Results: The challenges related to health tourism include 8 main themes-including governance, service delivery, financing, human resources, monitoring and evaluation, technology and infrastructure, facilities, and information management-and 20 subthemes. The solutions, based on expert perspectives, include 9 main themes-including enhanced governance, improved service delivery, increased financing, better human resources, effective monitoring and evaluation, upgraded technology and infrastructure, enhanced facilities, robust information management, and Advertising and Marketing-and 24 subthemes. Key challenges identified include inadequate governance and limited technology and infrastructure, while proposed solutions focus on improving governance structures and investing in technology upgrades.

Conclusion: The study results indicated that health tourism requires interdisciplinary cooperation, necessitating appropriate policy-making. Medical treatments provided by hospitals, which have competitive advantages, should be promoted globally through advertising. Hospitals should provide amenities for patients and their companions-including facilities for financial transactions and currency exchange-to enhance comfort. Empowering human resources is highlighted as an effective strategy in this regard. The role of advertising and marketing in attracting foreign patients through social networks was also emphasized. Quality service delivery and its appropriate receipt are crucial aspects of healthcare services, and hospitals can assure patients of receiving quality services by obtaining accreditation.