Healthcare is a high-pace evolutionary globalmarketplace with multiple and growingopportunities. Groundbreaking biologicaltreatments and techniques provide new profitableniche markets.

For instance, only commercial surrogacy in India wasproducing up to $2.3 billion in revenue annually until2015 (as Sarojini et. al reported). Despite the highnumber of potential customers, many health caremarket niches bring several unique (ethical, legaland religious) controversial issues up. As manyother medical procedures it can have manyimplications in developing countries: Many peopleneed cash for their own survival and they becomeexploited undertaking process that otherwise wouldnot have chosen (like selling their organs orsurrogating their uterus), some practices may raisesocial problems like isolation or rejection (forexample, surrogacy can cause social rejection ofmany women), cultural differences and poor culturalbackgrounds may difficult the thoroughunderstanding of inform consent, government'spoor regulation endangers local communities andendangers foreign customers by creating regulatorygaps, etc.

Ester Moya. Human Biologist

Bioethical issues regarding new marketniches

Hence, governments have raised many regulationsregarding health care and scientific issues, whichdiffer a lot between countries and make medicaltourism a very appealing option for manyindividuals. Since a new product is lauched or a newresearch line is started, it is our duty to start thebioethical debate at the sin our organizations.

Medical marketing teams should have amultidisciplinary approach to be able to overcomebioethical implications and provide solutions to ourstakeholders.

The global market is a challenging environment thatrequires the collaboration of all countries so as toensure customers´ security, enable marketdevelopment and avoid the exploitation of manylocal communities.

Medical marketing teams have direct implicationsregarding companies' revenues and the wholesociety structure

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Ester Moya