Health Communication Commons^™

Medical Tourism Patient Guidance: A Content Analysis Of Risk Reduction Guidelines Available To Global Health Seekers., Alicia Mason, Angela Ashmore

Faculty Submissions

This study examines medical tourism (MT) patient guidance messages intended to reduce procedural risks—those directly related to biomedical treatments—and process risks, which involve logistical, administrative, and interpersonal challenges of seeking healthcare abroad. The analysis focuses on print and digital publications authored by individuals independent of the MT industry, including policy researchers, travel health experts, lifestyle reporters, and consumer-focused medical travel writers. Using a two-phase digital and database search strategy, 27 publications from 2009 to 2024 were identified and analyzed using exploratory content analysis methods. Findings reveal important differences in the scope and depth of guidance aimed at reducing risks for …

Digital Touchpoints: Investigating Contact Page Accessibility And Visual Authenticity Within Medical Tourism Health Websites, Alicia Mason, Elizabeth Spencer, Kristen Livingston, Treyton Meyers, Sakshi Bhati, Himika Akram

Faculty Submissions

This study examines two critical digital touchpoints on medical tourism provider (MTP) websites: (1) the accessibility of contact pages which often function as entry points for inquiries, scheduling, and pre-travel coordination, and (2) the authenticity of visual imagery used to shape expectations about care environments, personnel, and technological capacity. A sample of 105 MTPs across all six World Health Organization regions were analyzed using quantitative web accessibility testing and qualitative visual analysis. Results indicate pervasive accessibility errors on contact-page touchpoints and extensive reliance on inauthentic imagery to depict patients, providers, and medical technologies. Together, these practices may distort user expectations …

Exploring The Web And Language Accessibility Of Medical Tourism Providers’ Websites: Implications For Online Marketing And Patient Recruitment Practices, Alicia Mason, Elizabeth Spencer, Kristen Livingston, Treyton Meyers

Faculty Submissions

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 …

Analyzing The Message Complexity, Signal Words, And Readability Of Medical Tourism Warning Messages, Alicia Mason, Sakshi Bhati

Faculty Submissions

Medical tourists are deemed to be a vulnerable patient population because they often have limited knowledge of the specialized health care treatment and services they seek. They are also frequently unfamiliar with the medical tourism physicians, providers, and facilitators with whom they interact. As a result, travel, biomedical, and procedural risks are often difficult to define and estimate. This analysis uses computer-automated technology to analyze the risk and warning messages distributed by government and private medical associations to medical tourists. Results show these messages are often complex and highly textual with little visual graphic elements. The messages frequently lack key …

Medical Tourism & Communication, Alicia Mason

Faculty Submissions

Medical tourism (MT), sometimes referred to as health tourism or medical travel, involves both the treatment of illness and the facilitation of wellness, with travel. Medical tourism is a multifaceted and multiphase process involving many agents and actors that requires careful planning and execution. The coordinated process involves the biomedical, transportation, tourism, and leisure industries. From the communication perspective, the process can be viewed as a 5-stage model consisting of the: (a) orientation, (b) preparation, (c) experiential and treatment, (d) convalescence, and (e) reflection phases. Medical tourism is uniquely situated in a nexus of academic literature related to communication, business …

Learning From Death: Health Education Considerations For Medical Tourists, Caregiving Companions, And Medical Tourism Providers, Alicia Mason, Sakshi Bhati, Ran Jiang, Elizabeth Spencer

Faculty Submissions

Medical tourism is a process in which a consumer travels from one’s health jurisdiction to receive biomedical treatments or services, thus becoming a patient. This chapter explores how global media frame cases of patient death associated with the medical tourism (MT) process between 2009-2019. A qualitative content analysis of 50 patient mortality cases found that (1) a majority of media representations of medical tourism patient death are of middle-class, minority females between 25-55 years of age seeking cosmetic surgery internationally; (2) sudden death, grief, and bereavement counseling is noticeably absent from medical tourism providers (MTPs); and (3) the acknowledgement of …

Outbreak Communication: Exploring The Relationships Between Health Information Seeking Behaviors, Vested Interests, And Covid-19 Knowledge In U.S. Midwest Populations, Alicia Mason, Josh Compton, Elizabeth Spencer, Kaitlin Barnett

Faculty Submissions

On February 15, 2020, the World Health Organization (WHO) Director, General Tedros Adhanom Ghebreyesus, stated at a Munich Security Conference, “We’re not just fighting an epidemic; we’re fighting an infodemic,” (Zarocostas, 2020, p. 676). The term ‘infodemic’ refers to the onslaught of both accurate and inaccurate health information surrounding the COVID-19 pandemic. The concept of an ‘infodemic’ was quickly integrated into mass media, popular culture (i.e., documentaries, podcasts), and eventually scholarly literature. In response to COVID-19, health communication scholars have centered on understanding specific messaging strategies such as the use of fear appeals (Stolow et al., 2020), nature of advertising …

Immunization Communication In ‘Mister Rogers’ Neighborhood’: Inoculation Theory, Health Messaging, And Children’S Entertainment Television, Josh Compton, Alicia Mason

Faculty Submissions

Entertainment education research has shown that television programs can communicate important health information to television viewers. Much of this research focuses on mass media effects (e.g., behavioral intention of viewers, post-viewing; attitudinal change, post-viewing). Less is known about the rhetorical strategies employed in such messaging. We review para-social and para-proxemics literature to describe the viewing context and then offer a detailed rhetorical analysis of immunization messaging on the children’s television program, “Mister Rogers’ Neighborhood,” arguing that, aptly, Fred Rogers’ rhetorical framing mirrored that of the inoculation theory of resistance to influence, presenting “weak” challenges to his young viewers to help …

Understanding The Impacts Of Emerging Infectious Disease (Eid) Media Exposure: The Case Of U.S. Ebola Virus Disease (Evd), Alicia Mason, Kevin Wright, Laura Lambert

Faculty Submissions

Introduction: Using the Extended Parallel Processing Model (EPPM) as a theoretical framework this study examines the impact of Ebola virus disease (EVD) media exposure on U.S. audience perceptions of the threat severity, personal susceptibility, and behavioral intentions to respond to the 2014 Ebola virus disease (EVD) threat.

Methods: Respondents included (n = 255) residents from the Midwest and Southern regions of U.S. Participants completed an online survey between 28 October and 3 December 2014 during the height of Ebola-related media coverage.

Results: Findings reveal that increased exposure to EVD media content was associated with increased threat severity and personal susceptibility. …

Images Of Alzheimer’S: A Visual Analysis Of The Imagery Used To Globally Market Alzheimer’S Services Online​, Elizabeth Spencer, Alicia Mason

Faculty Submissions

Currently more than 46 million people are living with dementia globally (ADI, 2015). The World Health Organization (WHO) reports the worldwide population of persons 60 years of age and older will more than triple between 2000 and 2050 to two billion. The concept of Western patients receiving long-term dementia care in foreign countries is a new and emerging phenomenon (Gray, 2013; Pomareda, 2014; Wegerer, 2014). This study examines the visual images within Alzheimer’s care facility websites (n=105) and uses a cross cultural comparison lens to contrast differences in patient representations and treatment facilities. The goal of this study is to …

Overcoming The “Dual-Delivery” Stigma: A Review Of Patient-Centeredness In The Costa Rica Medical Tourism Industry, Alicia Mason

Faculty Submissions

Due to the growing globalization of health care and an increase in access to technology many consumers are utilizing the World Wide Web for securing medical services abroad, a phenomenon commonly known as medical tourism. The current investigation employs an emic cultural approach for analyzing the Western concept of patient-centeredness within several public and private medical facilities within Costa Rica. Through a detailed field investigation and personal interviews with directors of Costa Rica’s largest accrediting institutions (AAAAF and ProMed), hospital organizations, and private health clinics an interpretative framework for evaluating patient-centeredness and quality of care is offered. Discussion, implications, and …

Medical Tourism: The Role Of Communication Regarding Risks And Benefits Of Obtaining Medical Services Abroad., Kevin Wright, Alicia Mason

Faculty Submissions

The ever-increasing globalization of healthcare has led to a greater number of consumers using the World Wide Web for the purpose of accessing health information and medical services that transcends international borders (Kangas, 2010; Lunt, Mannion, & Exworthy, 2012; MacReady, 2007; Snyder, Crooks, Adams, Kingsbury, & Johnston, 2011). When faced with the high cost of health care or limited treatment options in the United States, more and more Americans are looking to developing countries to obtain a variety of health-related services, including cosmetic surgery, dentistry, diagnostic testing, fertility treatment, and major surgeries such as heart valve operations and organ transplants …