Medical TourismMedical Tourism

By Brig. Joe CurianBy Brig. Joe Curian

joecurian@globalhospital.netjoecurian@globalhospital.net

OVERVIEWOVERVIEW

ANCIENT HISTORYANCIENT HISTORY

Pilgrims and Patients traveled from all over the Mediterranean to Pilgrims and Patients traveled from all over the Mediterranean to the Sanctuary of the Healing God ASKLEPIOS at EPIDAURUS.the Sanctuary of the Healing God ASKLEPIOS at EPIDAURUS.

EARLY 18EARLY 18THTH Century, Wealthy Europeans traveled to SPAs from Century, Wealthy Europeans traveled to SPAs from Germany to the Nile.Germany to the Nile.

In the 21In the 21stst Century the low cost of travel is making the Health Century the low cost of travel is making the Health Care Industry truly global.Care Industry truly global.

GLOBAL MARKET PLAYERSGLOBAL MARKET PLAYERS CUBA – First focused on well CUBA – First focused on well

off patients from Central/South off patients from Central/South America.America.

Now – Canada, Germany and Now – Canada, Germany and ItalyItaly

JORDAN – Middle East.JORDAN – Middle East.

ISRAEL – Jews from across the ISRAEL – Jews from across the Globe and some nearby Globe and some nearby Countries.Countries.

SOUTH AFRICA – Medical SOUTH AFRICA – Medical Holiday deals and Safari.Holiday deals and Safari.

POLAND,BELGIUM, HUNGARY, POLAND,BELGIUM, HUNGARY, COSTA RICA, SINGAPORE, COSTA RICA, SINGAPORE, THAILAND, MALAYSIA, INDIATHAILAND, MALAYSIA, INDIA

Key ChangesKey Changes These changes are triggered not only by social and These changes are triggered not only by social and

economic factors but also more importantly by economic factors but also more importantly by technology and epidemiology changes. Need drives technology and epidemiology changes. Need drives technology. Technology drives needs.technology. Technology drives needs.

Globally Information technology is acting as a big Globally Information technology is acting as a big catalyst catalyst

Empowerment of individualsEmpowerment of individuals

Globally increasing availability of diagnostic and Globally increasing availability of diagnostic and treatment options and propensity to spend on proper treatment options and propensity to spend on proper diagnostics and treatmentdiagnostics and treatment

From a commercial perspective, hospitals are setting From a commercial perspective, hospitals are setting their productivity, profitability and resource goals in a their productivity, profitability and resource goals in a global contextglobal context

All these changes are raising the bar for quality. Global All these changes are raising the bar for quality. Global standards and bench marks are being sought by standards and bench marks are being sought by Healthcare deliverersHealthcare deliverers

Management Vision - StagesManagement Vision - Stages

Forecasting and identifying healthcare needs and trends – Forecasting and identifying healthcare needs and trends – crystal gazingcrystal gazing

Understanding the current levels of capabilities – both human Understanding the current levels of capabilities – both human and technical. Understanding additional capabilities which one and technical. Understanding additional capabilities which one needs to garnerneeds to garner

Mustering resources that are available and developing a system Mustering resources that are available and developing a system of Healthcare set ups for quality deliveryof Healthcare set ups for quality delivery

Addressing the full spectrum of activities covering backward and Addressing the full spectrum of activities covering backward and forward integrationforward integration

MAJOR ISSUESMAJOR ISSUES Issue No.1:Issue No.1: Product

– Understanding the Product and its uniqueness.– Product Development– Preferred Specialties and Tourism Products

Issue No.2 : MarketIssue No.2 : Market– Market overviewMarket overview– Important segmentsImportant segments

Issue No.3 : Process and Delivery– Address the entire Value Chain– What Thailand Does

Issue No.4:Issue No.4: Creating a Structure Creating a Structure

Issue No.5:Issue No.5: Marketing Marketing

Issue No.6:Issue No.6: Quality Quality

ISSUE NO.1ISSUE NO.1 PRODUCTPRODUCT

UNDERSTANDING THE PRODUCT AND ITS UNDERSTANDING THE PRODUCT AND ITS UNIQUENESSUNIQUENESS

Product is the Patient CareProduct is the Patient Care

Product is the Place, Culture and HeritageProduct is the Place, Culture and Heritage

Product is the Hospital and HospitalityProduct is the Hospital and Hospitality

Product is an experienceProduct is an experience

Make it an unforgettable CocktailMake it an unforgettable Cocktail

PRODUCT DEVELOPMENTPRODUCT DEVELOPMENT CostCost QualityQuality + Physical Proximity … E.g.Pakistan+ Physical Proximity … E.g.Pakistan Process – Speedy Delivery Psychological Proximity…… Human Process – Speedy Delivery Psychological Proximity…… Human

TouchTouch Value additions inValue additions in Tourism Tourism

PREFERRED SPECIALITIES AND TOURISM PRODUCTSPREFERRED SPECIALITIES AND TOURISM PRODUCTS Full range of Secondary & Tertiary Care Full range of Secondary & Tertiary Care (Cold Cases)(Cold Cases) BeachesBeaches

HillsHillsDental Care – Entire gamut of SuperDental Care – Entire gamut of Super SpecializationSpecialization Wild LifeWild LifeOphthalmology – Cataract, Lasik LaserOphthalmology – Cataract, Lasik Laser Arts, Crafts and Arts, Crafts and

Squint Correction Squint Correction CultureCultureAlternate Medicine – Ayurveda, UnaniAlternate Medicine – Ayurveda, Unani

HomeopathyHomeopathy HeritageHeritageConvalescing CentersConvalescing Centers Religious TourismReligious TourismCosmetologyCosmetology Sports and Sports and AdventureAdventureGeriatricGeriatric

Mix and MatchMix and Match

ISSUE NO. II MARKETISSUE NO. II MARKET

MARKET OVERVIEWMARKET OVERVIEW• Any strategy in this direction must start with Any strategy in this direction must start with

a scenario analysis of the global market.a scenario analysis of the global market.

• Identify prospective market segments that Identify prospective market segments that are to be addressed not only in the West are to be addressed not only in the West but also in the Middle East, South, South but also in the Middle East, South, South Eastern Regions and NRIs themselves.Eastern Regions and NRIs themselves.

• Study and understand the existing gaps Study and understand the existing gaps and shortcomings of ‘supply’ in terms of and shortcomings of ‘supply’ in terms of adequacy, availability, cost efficiency and adequacy, availability, cost efficiency and quality.quality.

• The USP that we can offer as also the cost The USP that we can offer as also the cost advantage.advantage.

IMPORTANT SEGMENTSIMPORTANT SEGMENTS ** NRI – Large NumbersNRI – Large Numbers

* * Western Expatriates – Working in IndiaWestern Expatriates – Working in India

* * Foreigners on Tour/TravelForeigners on Tour/Travel

** Foreigners yet to be tappedForeigners yet to be tapped Primarily TouristsPrimarily Tourists Primarily Healthcare SeekersPrimarily Healthcare Seekers

Domestic SegmentDomestic Segment

The Challenge is in understanding segment – The Challenge is in understanding segment – sensitivities and needssensitivities and needs

ISSUE NO III-PROCESS & DELIVERYISSUE NO III-PROCESS & DELIVERY

The most difficult part.The most difficult part.– Address the entire value chainAddress the entire value chain

* Care from Start to Finish and thereafter * Care from Start to Finish and thereafter * Seamless. No impediments.* Seamless. No impediments.* Special Visa Facilities* Special Visa Facilities* Priority for * Priority for - Seats in Airlines- Seats in Airlines

- Rooms in Hotels- Rooms in Hotels- OT slots in Hospitals- OT slots in Hospitals

The ‘process’ as a whole becomes the ‘product’.The ‘process’ as a whole becomes the ‘product’.On Line InformationOn Line Information

A study carried out by Thailand before cracking the Japanese Market A study carried out by Thailand before cracking the Japanese Market indicates the factors that would decide in favor of destinations. These areindicates the factors that would decide in favor of destinations. These are

40.2% 40.2% SafetySafety12.9% 12.9% Beautiful NatureBeautiful Nature

7.9% 7.9% Adjustment of infrastructureAdjustment of infrastructure 7.6% 7.6% Relaxing AtmosphereRelaxing Atmosphere 7.4% 7.4% Friendly to JapaneseFriendly to JapaneseSimilarly, the same study has also indicated the factors of anxiety in the minds Similarly, the same study has also indicated the factors of anxiety in the minds

of health care tourists. These are as under:of health care tourists. These are as under:40.0% 40.0% SafetySafety14.0% Healthcare14.0% Healthcare

14.0% Language14.0% Language 11.0% Cost11.0% Cost 10.0% Impression of Japanese10.0% Impression of Japanese

ISSUE NO III-PROCESS & DELIVERYISSUE NO III-PROCESS & DELIVERY Contd..Contd..

Provide full information about the range Provide full information about the range of products and servicesof products and services

Well connected system to deal with all Well connected system to deal with all formalities and procedures not only for formalities and procedures not only for the stay and accommodation also for the the stay and accommodation also for the treatment and post operative care till treatment and post operative care till he/she reaches his/her home country.he/she reaches his/her home country.

Facilitate B to B but also B to C Facilitate B to B but also B to C transactions.transactions.

Web sites which should not only target Web sites which should not only target Home Page but also various agencies and Home Page but also various agencies and stakeholders involved besides general stakeholders involved besides general information from tourism.information from tourism.

WHATWHAT THAILAND DOESTHAILAND DOES

““Airport pickup transport in a luxury automobile.Airport pickup transport in a luxury automobile. Their comprehensive Executive Health Tourism package includesTheir comprehensive Executive Health Tourism package includes A one hour therapeutic massage to relieve jet lag and travel A one hour therapeutic massage to relieve jet lag and travel

stiffness.stiffness. A cell phone for use in Thailand in provided so far staff is always at A cell phone for use in Thailand in provided so far staff is always at

your side.your side. Staff Phone numbers are provided in a cell phone’s address bookStaff Phone numbers are provided in a cell phone’s address book Daily transport and pick up from the HospitalDaily transport and pick up from the Hospital 100% assistance with appointment scheduling, bill clarification and 100% assistance with appointment scheduling, bill clarification and

medication pick up.medication pick up. Any problem or confusion at the Hospital, the Hospital staff is only a Any problem or confusion at the Hospital, the Hospital staff is only a

phone call away. Office is only 15 minutes from the Hospital.phone call away. Office is only 15 minutes from the Hospital. If any body desires, the staff is available for all the time at the If any body desires, the staff is available for all the time at the

facility.facility. Plus receive a 10% discount on additional optional Executive Day Plus receive a 10% discount on additional optional Executive Day

Tours, enjoyTours, enjoy

ISSUE NO IV – CREATING A STRUCTUREISSUE NO IV – CREATING A STRUCTURE

Synergy among all stake holders (in ThailandSynergy among all stake holders (in Thailand Ministries of Health, Commerce, Foreign Ministries of Health, Commerce, Foreign affairs, Tourism, Airways/Travel).affairs, Tourism, Airways/Travel).

Synergy between Public and Private SectorsSynergy between Public and Private Sectors Synergy between the bureaucracy and Synergy between the bureaucracy and

Private providers.Private providers. Create Seamless integrated structure.Create Seamless integrated structure. Not a one man show but well co-ordinate Not a one man show but well co-ordinate

effort by a number of organizations.effort by a number of organizations. State/Central Governments need to address State/Central Governments need to address

and if required revise regulations to provide and if required revise regulations to provide easy access to India especially to health easy access to India especially to health care tourists.care tourists.

ISSUE NO V – MARKETINGISSUE NO V – MARKETING

Markets are identified Markets are identified Products and Services are readyProducts and Services are ready The process is in placeThe process is in place Now market these services appropriately through all Now market these services appropriately through all

available means including internetavailable means including internet Collective experience of Indian Health Care Collective experience of Indian Health Care

Professionals can be leveragedProfessionals can be leveraged Create core teams of Health Care Professionals of Create core teams of Health Care Professionals of

overseas Indians and Tour Operatorsoverseas Indians and Tour Operators Net works and liaison offices in the target countries Net works and liaison offices in the target countries

utilizing existing net works of the Centre or State utilizing existing net works of the Centre or State GovernmentsGovernments

ISSUE NO VI - QUALITYISSUE NO VI - QUALITY

Work towards improving quality of our products Work towards improving quality of our products and services against benchmarks in advanced and services against benchmarks in advanced countriescountries

Accreditation, credentialing systems and Accreditation, credentialing systems and medical audit.medical audit.

Friends, God has given our Country Beauty, Friends, God has given our Country Beauty, Brains and Brawns. If is for us to utilize the Brains and Brawns. If is for us to utilize the Gifts of God to the advantage of the people Gifts of God to the advantage of the people

of our Country and humanity as a whole. of our Country and humanity as a whole. Medical Tourism is a great opportunity. It will Medical Tourism is a great opportunity. It will

be a shame if let go off this. be a shame if let go off this.

Thank YouThank You