Know-How Exchange : Strategy

"International" is a big place. You would be best served to identify one or two target countries (plus the home country) and just concentrate on marketing in those countries. Each country and each culture will be somewhat different, and many/most countries will have their own local cancer hospitals with strong local reputations.

You will need a different marketing plan for each market.

Remember that marketing is about understanding and anticipating customer needs more than about pushing what you have onto people. Your customers in Argentina may have a very different view of your offering than customers in Pakistan. That means you'll need a different marketing plan for each. (Multiply that by 100 and you'll see the magnitude of the challenge.)

It's not about the hospital. It's about your target audience(s).

From personal experience I think it's a very tall order to expect patients with cancer to seek treatment overseas.

The exception is where the cancer is a very rare type where there are few experts in the field - only then is a patient likely to want to try an overseas trip, when all local hope has been extinguished.

Cancer is not usually treated through 'medical tourism'. That is usually confined to elective surgery where the overseas cost may be a lot cheaper, for example, dental and cosmetic surgery.

Cancer treatment often requires long-term, repeated therapies. That's not the kind of thing people are prepared to do when they are diagnosed with a life-threatening illness. They want their support groups around them - family, friends, medical experts they know and trust - and the support of whatever medical insurance or government-subsidised health care plan may exist in their country of domicile, which cover may not be valid overseas.

If this is for a dissertation, you had better look for and come up with a very good edge, or else rethink the topic.