In recent years, medical tourism has emerged as an emerging and growing industry globally. In this regard, medical tourism marketing is considered a key tool to attract patients and enhance their experience on these trips. The aim of the present study was to identify and explain the medical tourism marketing model with an emphasis on the quality of medical services. The statistical population of this study included hospital managers who have an international patient admission department who have at least 10 years of experience in hospital management or experience in treating foreign patients within the country and also have sufficient experience in planning for the entry of foreign tourists (preferably Persian Gulf countries due to their greater proximity and familiarity with Iranian international hospitals and Iran's greater interactions with these countries), and medical tourism executives of the Ministry of Health and Treatment, and patients who have experience in treatment in Iranian hospitals. The data collection tool was a semi-structured interview, and the researcher reached theoretical saturation by conducting fifteen interviews. In the qualitative part, the researchers used a phenomenological strategy including open, axial, and selective coding in order to achieve the research model. The findings showed that the quality of communication with patients, the presence of multilingual staff, and the creation of a friendly and calm environment have an impact on the experience of medical tourism businesses in Tehran. The findings also showed that medical tourism businesses need attention. It is about the patient experience. And this experience can lead to increased patient satisfaction and loyalty and an increase in the number of medical tourists.