Medical tourism may sound like a modern phenomenon, but it’s a practice that stretches back thousands of years.
Long before today’s glossy brochures, the ancient Greeks made pilgrimages to the eastern Mediterranean territory of the Saronic Gulf, to the sanctuary of the healing god Asklepios. This ancient site, nestled in the hills of Epidaurus, was famed for its healing powers, with sufferers travelling great distances in the hope that the god might restore their health.
The 18th century saw the continuation of this tradition in Europe, albeit with more wigs and waistcoats. Patients flocked to mineral-rich spa towns, seeking cures for ailments ranging from gout to bronchitis. Waters were believed to possess miraculous health benefits, and many of the most beloved travel destinations we know today, the Côte d’Azur and other playgrounds of the rich and famous., historically owe much of their fame to these early health tourists.
But what can the long history of medical tourism teach us about how we communicate travel in general?
Medical tourism, by necessity, has a certain clarity of purpose in its messaging. It doesn’t sell you vague dreams of adventure or hazy promises of “Endless Possibilities.” Rather, it’s practical, grounded, and specific. It knows what it’s offering: a solution to a problem, be it dental work or a new mop of hair. And in this specificity lies a lesson for broader tourism marketing.
Take, for instance, a recent advertising campaign by McCann Romania for the country’s National Association of Travel Agencies and the Society of Esthetic Dentistry. The concept was simple yet brilliantly executed: “Romania, The Most Beautiful Dental Clinic in the World.” The campaign featured stunning visuals of Romania’s natural beauty and quaint villages, paired with headline “Visit Romania, The Most Beautiful Dental Clinic in the World,” alongside the cost of specific dental treatments, such as “Dental Crown from 749 Euros.” It’s wry, it’s unapologetically tactical, and, crucially, it’s effective.
What this campaign highlights is the need for consumer-facing tourism communication as a whole to be more granular. Tourism ads tend to be nebulous and generic, filled with platitudes like “A Place That Has Something for Everyone” or “A Destination Like No Other.” McCann’s campaign, by contrast, juxtaposes the overused trope of “The Most Beautiful” with the unexpected specificity of “Dental Clinic in the World.” It riffs off a well-worn cliché but does so with charm, humour, and, crucially, a clear message.
Granted, we’re talking about a tactical rather than a brand campaign, meaning its message is necessarily more direct and sales-driven. But the fact that we find ourselves chuckling at its contrast of grandiosity and precision suggests that even on a broader, brand level, tourism campaigns might well benefit from a touch more precision. Why try to please all the people, all the time? Why not, instead, lean into a little wit? After all, not every mountain view needs to be “breathtaking,” nor every forest “fairy-tale-like.”
In a world of grand hyperbole, this kind of down-to-earth honesty can be refreshing. When it comes to consumer-facing communication, perhaps it’s time for advertising agencies to take a dose of the medicine prescribed by McCann Romania, and inject some humour, truth, and particularity into even the loftiest of tourism campaigns.
At the end of the day, isn’t a clear, genuine message far more enticing than yet another claim to be the best at everything?
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