As of 2024, the international medical tourism market was estimated to be worth $31.09 billion, a market value expected to grow to $87.33 billion by 2030. But those numbers aren't based only on elective cosmetic surgeries. In Brazil, for example, neurosurgery and cardiac surgery are among the most popular procedures, especially in pediatric cases, according to Veridiana Penteado Cordaro, executive director of Medicine and Technical Development at A Beneficência Portuguesa de São Paulo. Other procedures in demand include aerodigestive surgery and gynecology, especially endometriosis treatment.
In a social media landscape shaped by hashtags, algorithms, and viral posts, nurse leaders must decide: Will they let the narrative spiral, or can they adapt and join the conversation?
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