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Medical Tourism By Brig. Joe Curian [email protected] net
OVERVIEW § ANCIENT HISTORY § Pilgrims and Patients traveled from all over the Mediterranean to the Sanctuary of the Healing God ASKLEPIOS at EPIDAURUS. § EARLY 18 TH Century, Wealthy Europeans traveled to SPAs from Germany to the Nile. § In the 21 st Century the low cost of travel is making the Health Care Industry truly global.
GLOBAL MARKET PLAYERS § CUBA – First focused on well off patients from Central/South America. § Now – Canada, Germany and Italy § JORDAN – Middle East. § ISRAEL – Jews from across the Globe and some nearby Countries. § SOUTH AFRICA – Medical Holiday deals and Safari. POLAND, BELGIUM, HUNGARY, COSTA RICA, SINGAPORE, THAILAND, MALAYSIA, INDIA
Key Changes § These changes are triggered not only by social and economic factors but also more importantly by technology and epidemiology changes. Need drives technology. Technology drives needs. § Globally Information technology is acting as a big catalyst § Empowerment of individuals § Globally increasing availability of diagnostic and treatment options and propensity to spend on proper diagnostics and treatment § From a commercial perspective, hospitals are setting their productivity, profitability and resource goals in a global context § All these changes are raising the bar for quality. Global standards and bench marks are being sought by Healthcare deliverers
Management Vision - Stages § Forecasting and identifying healthcare needs and trends – crystal gazing § Understanding the current levels of capabilities – both human and technical. Understanding additional capabilities which one needs to garner § Mustering resources that are available and developing a system of Healthcare set ups for quality delivery § Addressing the full spectrum of activities covering backward and forward integration
MAJOR ISSUES § Issue No. 1: Product – Understanding the Product and its uniqueness. – Product Development – Preferred Specialties and Tourism Products § Issue No. 2 : Market – Market overview – Important segments § Issue No. 3 : Process and Delivery – Address the entire Value Chain – What Thailand Does § Issue No. 4: Creating a Structure § Issue No. 5: Marketing § Issue No. 6: Quality
ISSUE NO. 1 PRODUCT § UNDERSTANDING THE PRODUCT AND ITS UNIQUENESS Product is the Patient Care Product is the Place, Culture and Heritage Product is the Hospital and Hospitality Product is an experience Make it an unforgettable Cocktail
PRODUCT DEVELOPMENT § Cost § § § Quality + Process – Speedy Delivery Touch Value additions in Tourism Physical Proximity … E. g. Pakistan Psychological Proximity…… Human PREFERRED SPECIALITIES AND TOURISM PRODUCTS Full range of Secondary & Tertiary Care (Cold Cases) Beaches Hills Dental Care – Entire gamut of Super Specialization Wild Life Ophthalmology – Cataract, Lasik Laser Arts, Crafts and Squint Correction Culture Alternate Medicine – Ayurveda, Unani Homeopathy Heritage Convalescing Centers Religious Tourism Cosmetology Sports and Adventure Geriatric Mix and Match
ISSUE NO. II MARKET OVERVIEW • Any strategy in this direction must start with a scenario analysis of the global market. • Identify prospective market segments that are to be addressed not only in the West but also in the Middle East, South Eastern Regions and NRIs themselves. • Study and understand the existing gaps and shortcomings of ‘supply’ in terms of adequacy, availability, cost efficiency and quality. • The USP that we can offer as also the cost advantage.
IMPORTANT SEGMENTS § * NRI – Large Numbers § * Western Expatriates – Working in India § * Foreigners on Tour/Travel § * Foreigners yet to be tapped § Primarily Tourists § Primarily Healthcare Seekers § Domestic Segment § The Challenge is in understanding segment – sensitivities and needs
ISSUE NO III-PROCESS & DELIVERY § The most difficult part. – Address the entire value chain * Care from Start to Finish and thereafter * Seamless. No impediments. * Special Visa Facilities * Priority for - Seats in Airlines - Rooms in Hotels - OT slots in Hospitals The ‘process’ as a whole becomes the ‘product’. On Line Information
§ A study carried out by Thailand before cracking the Japanese Market indicates the factors that would decide in favor of destinations. These are 40. 2% Safety 12. 9% Beautiful Nature 7. 9% Adjustment of infrastructure 7. 6% Relaxing Atmosphere 7. 4% Friendly to Japanese Similarly, the same study has also indicated the factors of anxiety in the minds of health care tourists. These are as under: 40. 0% Safety 14. 0% Healthcare 14. 0% Language 11. 0% Cost 10. 0% Impression of Japanese
ISSUE NO III-PROCESS & DELIVERY Contd. . § Provide full information about the range of products and services § Well connected system to deal with all formalities and procedures not only for the stay and accommodation also for the treatment and post operative care till he/she reaches his/her home country. § Facilitate B to B but also B to C transactions. § Web sites which should not only target Home Page but also various agencies and stakeholders involved besides general information from tourism.
WHAT THAILAND DOES § § § § § “Airport pickup transport in a luxury automobile. Their comprehensive Executive Health Tourism package includes A one hour therapeutic massage to relieve jet lag and travel stiffness. A cell phone for use in Thailand in provided so far staff is always at your side. Staff Phone numbers are provided in a cell phone’s address book Daily transport and pick up from the Hospital 100% assistance with appointment scheduling, bill clarification and medication pick up. Any problem or confusion at the Hospital, the Hospital staff is only a 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 facility. Plus receive a 10% discount on additional optional Executive Day Tours, enjoy
ISSUE NO IV – CREATING A STRUCTURE § Synergy among all stake holders (in Thailand Ministries of Health, Commerce, Foreign affairs, Tourism, Airways/Travel). § Synergy between Public and Private Sectors § Synergy between the bureaucracy and Private providers. § Create Seamless integrated structure. § Not a one man show but well co-ordinate effort by a number of organizations. § State/Central Governments need to address and if required revise regulations to provide easy access to India especially to health care tourists.
ISSUE NO V – MARKETING § § § § Markets are identified Products and Services are ready The process is in place Now market these services appropriately through all available means including internet Collective experience of Indian Health Care Professionals can be leveraged Create core teams of Health Care Professionals of overseas Indians and Tour Operators Net works and liaison offices in the target countries utilizing existing net works of the Centre or State Governments
ISSUE NO VI - QUALITY § Work towards improving quality of our products and services against benchmarks in advanced countries § Accreditation, credentialing systems and medical audit.
Friends, God has given our Country Beauty, Brains and Brawns. If is for us to utilize the Gifts of God to the advantage of the people of our Country and humanity as a whole. Medical Tourism is a great opportunity. It will be a shame if let go off this. Thank You