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Wellness Tourism
Jonathan EdelheitCEO | Medical Tourism Association®
[email protected] | MedicalTourismAssociation.com
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Introduction to Wellness Travel & Medical Tourism
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Travel Agents• Need to Find New Opportunities• Access New Niches and• Innovation that Leads to New Revenue and
Income Sources
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Affordability, Accessibility,
Availability Quality
Perception of Destination Value
People traveling from one country or city to another country or city
for medical and/or wellness services.
Wellness Tourism/Medical Tourism Defined
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• Traveling for medical care is NOT a new phenomenon. Individuals have travelled abroad for health benefits since ancient times.
History of Medical Tourism
& Wellness Travel
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Roman and Greek Baths
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“Take the Waters” Spa, Town of Cheltenham, England
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• During the latter half of the 20th century, wealthy people from less developed areas of the world began to travel to developed nations to access better medical expertise and technology.
Examples of Centers of Excellence in the United States:
• Mayo Clinic
• Johns Hopkins
• MD Anderson
History of Medical Tourism
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Key differences today
Affordable, accessible travel
Growth of Healthcare &
Wellness clusters
Easy access to info on the web
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Medical providers
Hospitals
Clinics
Doctors
Tourism providers
Airlines
Hotels
Travel agencies
Transportation comp
Tour operators
Logistical providers
Facilitators
Public institutions
Promoting entities
Ministries
Regional governments
Organizations
Clusters
Chambers of commerce
Associations
Universities
Accreditations
JCI
HCAC
Markets
Self-pay patients
Self-funded employers
Insurance carriers
Medical & Wellness Travel Stakeholders
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Value & Growth of Wellness Tourism?
• $2 Trillion U.S. Dollars, conservative estimate according to SRI (an independent, nonprofit research institute) $1 trillion of which came from the United States in 2012.
• 5 percent annual growth
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Source: Spas and the Global Wellness Market
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How Far Reaching is Wellness?
• According to SRI:• There Are 289 Million Wellness Consumers• The Majority of Consumers Come from the
30 Most-Wealthy or Most-Industrialized nations.
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Wellness in the Modern Healthcare Landscape
• Proactive vs. Reactive• Wellness is proactive, acting before
health people become sick.• Modern medicine is reactive, acting
once a person become ill.
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The Wellness Consumer
• More research is needed, but generally the wellness consumer falls into one of two categories:1. Wellness-focused2. Sickness reactors
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The Wellness-Focused Consumer
• These consumers are moderate-to-active spa-goers
• Open to new ways to approach health and exercise
• May be motivated by the effects of aging
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The Sickness Reactor Consumer
• People with a health condition seeking a new or alternative approach to treat their condition
• This segment represents a potentially much larger segment of the population
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Where are Wellness Tourists Going?
• Scottsdale. Arizona• Paris, France• Puerto Vallarta, Mexico• Croatia
EVERYWHERE…
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What is Medical Tourism?
• Patients Traveling • Domestically• Internationally• For Healthcare Services
• Driving Factors: Either Affordability, Accessibility, or Availability
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What Services do they Seek?
•Hips, Knees, Back and Spine
Orthopedics•D
iagnostics, Cyberknife, Stem Cell
Cancer Treatment
•Angioplasty, Bypasses, Valve Replacements, Stem Cell
Heart Procedures
•Liver, Kidney, Lung
Transplants
•Implants, Veneers, Crowns
Dental Treatment
•Lap Band, Gastric Bypass, Gastric Sleeve
Bariatric Surgery
•Acupuncture, Preventative, Homeopathy, Indigenous
Alternative
•Alzheimer's, ALS, Parkinson's, Paralysis, Heart
Stem Cell Treatments
•Face Lifts, Breast Implants, Corrective
Cosmetic Surgery
•IVF, Fertility, Hormonal Disorders
Infertility Treatments
•Acute and Chronic Conditions, Geriatric Care
Rehabilitation & Geriatric
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How Big Is Medical Tourism?
• 50,000-60 million medical tourists? OECD (Organisation for Economic Co-operation and Development)
• Top Priority of Most Governments – Ministry Tourism, Health and Economic Development
• Positive Impact on Local Economy• Medical Tourism is Global – Both Developed and
Developing Countries Have Medical Tourism as national priorities
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Medical Tourism as Revenue Source
• 1 billion tourists travelled internationally in 2012. Source: World Tourism Organization (UNWTO)
• Medical tourists spend 5-10 times more than a traditional tourist. Countries around the world have reported these figures which correspond to longer stays of medical tourists at destinations as well as participation in tourism activities.
• More than 80 percent of medical tourists who have traveled overseas brought a companion. 2011 MTA Patient Survey.
• 60 percetn of medical tourists indicated staying in their destination countries for more than 10 nights. 2013 MTA Patient Survey
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Is Medical Tourism Safe?• Travel Agents -- Main
Concern• Quality• Liability
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Medical Tourism Accreditation
• There are many organizations which grade hospitals based on a standard. These organizations then grant accreditation if these standards are met. These organizations are:• Joint Commission International (JCI)• Other International Accreditations
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Legal Concerns for Medical Tourists
• Complication as a part of Medical Care
• Proper Waivers• Proper Insurance • Choosing Quality Hospital• Choosing Quality Doctor• Choosing Right Facilitator
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Medical Tourism Facilitators
Options for Travel Agents
• Work Directly With Hospital• Work With a Facilitator• Become a Facilitator
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Dental Tourism• Large Savings• Significantly Less Issues with Regards to Liability and
Quality• One of Biggest Growth Areas in the Future• Can Combine Vacation + Dental Treatment• Consumers in Developed Countries Traveling to Less
Developed Ones• Example: Western Europe to Eastern Europe, North
America to Latin America, etc.
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Corporate Wellness and Travel
& Incentives• A popular trend globally and one of biggest healthcare growth segments – Billion-Dollar and growing industry
• The idea is similar to that of wellness tourism, but with employers paying for their employees to become healthier
• The employer sponsors this because if the employee is healthy, they are more productive, and healthcare costs are reduced
• Employers offer incentives for employees to get healthy and participate in wellness programs
• Incentive = Travel and Hotel
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Ethnic Wellness/Medical
Tourist• 54.1 percent of Hispanics and 56.8 percent of
Asian-Americans living in the United States said they would consider traveling overseas for medical care.
• This statistic may remain consistent with other ethnic groups, such as those from the Middle East and European-Americans.
• No Cultural or Language Barriers
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By 2030, almost half of all Americans will be age 50 or older (approx. 183 million)
More than six of every 10 “Baby Boomers” will suffer from multiple cronic conditions
By 2030, 10 times more knee replacements to be performed Same rise in elderly population around the world
Silver Tsunami in Future
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• Individual patients
• Corporate market which includes patients sent by insurance companies and self-funded employers
Markets
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• Individual patients segmented by:
• Medical procedure type
• Geographic location
• Demographics such as age, race, religion, education, income level
• Psychographics, such as values, interests, attitudes, and lifestyle (holistic medicine, wellness tourism)
Markets
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Corporate market Individuals
Relationship driven Service driven
Small target market Larger target market
Longer sales process Shorter sales process
Buying decision based on reducing costs and increasing profitability
Buying decision often “price” or “desire” driven
Multiple decision makers One or two decision makers
Meeting face to face with decision makers
Communication by email and phone is enough
Differences
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• Coordinating videoconferences between patient and surgeon
• Visas, passports
• Flights, lodging and transportation
• Collecting payment (not all facilitators do this)
• In-country cellphones
• Tours and sightseeing
• Providing a main-point of contact while patient is at hospital and
• Following-up with patients after they return home.
Travel & Medical Services Best-Practices
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• Referral fee: Most facilitators generate income by charging medical providers a referral fee for each client they send.
This is usually a commission percentage based on the package price of the procedure, though it can also be a set-fee per patient regardless of the cost of the procedure.
Revenue Models
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• Commissions on lodging and tours
Revenue models
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1. Set realistic goals
2. Develop action plans and timelines to reach goals
3. Measure results
Implementation guidelines
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• For example:
• Have a well-positioned website up by end of year
• Visit five hospitals in next three months
• Contract with 10 hospitals by 2014
• Service 100 customers by end of 2014
• Achieve sales of $200,000 by 2016
• Employ xxx number of people by 20016
A good idea is to list your goals by year. Also make sure that your goals are realistic and achievable.
Set realistic goals
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• Becoming a successful travel agent in Wellness & Medical Tourism does not happen in the blink of an eye.
• It is a process that may take months, and success is often dependent on external factors, such as the economy, competition, and the quality of your providers.
Set Expectations
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Consumer Experience
• At End of Day all about Positive Consumer Experience
• Big Word-of-Mouth Industry
• Need to over-Deliver and Exceed Expectations
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Action Plan• Develop Business Plan• Identify Target Market • Identify Healthcare Consumers Market
“Needs”• Choose Destinations and Partners • Begin Marketing
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Platform to Gain Connectionsto Succeed in Medical & Wellness Tourism
Industry
6th World Medical Tourism & Global Healthcare CongressLas Vegas, Nov. 3-6, 2013
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Up to 2,000 attendees 100 countries Over 100 expert speakers Thousands of one-on-one networking meetings Executive Summits
Ministerial Summit Medical Director Summit
Event Highlights
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Benefits of Certification• Learn Medical Tourism Best-Practices• Enjoy Two (2) years Medical Tourism Association® Membership. • Access to patient leads by being featured in the most relevant B2B and B2C communication channels as a Certified Medical Tourism Specialist®.• Gain access to global network of partners worldwide.
How to Get Certified?
1. Attend 6th World Medical Tourism Congress and get certified! 2. Get comfortably certified online at your pace
Get Certified Today at: www.medicaltourismcongress.com
Certified Medical Tourism Specialist
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• Increase Networking Opportunities • Access Patient Leads • List Your Contact Information, Corporate Profile & Logo on main B2B and B2C industry sites• Enjoy 2-for-1 Registration to the World Medical Tourism
Congress• Recieve 20 Percent Discount on Advertising on Medical Tourism Magazine™• Access Market Research, Trends & Analyses• Use Medical Tourism Association™ Logo on Your Website • Get Discounts at Medical Tourism Conferences • Enjoy Educational Webinars
Learn more at: www.MedicalTourismAssociation.com
Benefits of Medical Tourism Membership