We are now living in an era of economic globalisation and many industries are now becoming multinational just to survive. This increases the level of complexity for mar keters of all companies, including health care companies, problems they could not have even imagined when they were a single-country company. Health care companies are organisations that have recently started going international. Hence, it is extremely essential for health care products and services marketers in the international arena to be aware of the international scenario including the international customer, foreign governments, and also the rapidly changing telecommunications and health care tech nology in domestic and international markets. This paper studies these aspects associated with the emerging international health care market and also some of the challenges these marketers may have to face in future.
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