East–West differences among medical tourism facilitators’ websites

•We reviewed the websites of 173 medical tourism facilitators from many countries.•Regional differences in treatments advertised and in services offered were found.•Regional differences in website features were also found.•Eastern firms were more likely to promote services in the destination countries.•Western firms offered services related to going abroad and more destinations.

As more and more patients from developed Western countries seek medical care outside their home countries, an industry of medical tourism facilitators has developed to help them find appropriate destination hospitals and clinics and to help manage their travel. This study looks at the ways in which these firms differentiate themselves from each other on their web sites. It finds that there are differences associated with whether the firm is based in a Western or an Eastern country. Such differences are due to cultural factors, such as the preference for high-context or low-context communication, and to differences in cost advantages in providing certain services. The study also finds that the types of medical treatments facilitated by these firms tend to be grouped into clusters.