Cross-cultural in the health care sector
Health is a highly emotional issue and handling patients with proper sensitivity and tact is a significant part of the total care package. While poor cross-cultural skills can undermine even the best quality treatment, cross-cultural competence is a competitive asset that can be leveraged into undreamt-of business opportunities.
Medical tourists who feel themselves to have been in good hands while in Thailand will spread the word to their friends and come back again themselves. Healthcare providers who refuse to recognize the role cross-cultural competencies play in making patients feel emotionally secure are sure to be at a competitive disadvantage in the future.
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