Σάββατο 10 Ιουνίου 2017

Medical Tourism: Where it Began and Where it is Now

Medical Tourism: Where it Began and Where it is Now
The Mesopotamians are the people who originally established medical tourism on planet earth.
Medical tourism can be traced back to the third millennium B.C. The evidence shows that Mesopotamians traveled to the temple of a healing god or goddess at Tell Brak, Syria in search of a cure for eye disorders. Thousands of years later the traveling continued, the Greeks and Romans would travel to spas and cult centers on the Mediterranean.
In more recent times, yet still approximately 15 years ago, wealthy individuals from regions such as Europe, Middle East and Latin America were traveling to the United States in search of the best medical procedures available. After the tragedy of September 11th, that type of travel slowed down due to stricter visa regulations making it more difficult to enter the U.S. A time after that, U.S. citizens were the ones starting to travel. They would travel to destinations in Latin America, Europe and Asia for dental care and plastic surgery procedures, primarily. A short time later, U.S. citizens started scaling it up and traveling for more essential procedures such as organ transplants and heart surgery, price being the main motivating factor. Around this time Canadians also caught onto the concept and started traveling for procedures like knee replacements and geriatric procedures. They opted to travel rather than wait months or years for the procedures to take place at home. Another thing to note around this time and for many years, Europeans were crossing the border into other EU countries to seek healthcare they needed.
Medical Tourism Industry Today
What is the difference between the medical tourism industry today compared with years ago? The medical tourism industry today is more prominent and well-known. People are traveling for essential procedures and it is not just individuals traveling for care. Nowadays, employers are sending employees overseas, governments are sending their citizens and insurance companies are offering overseas or even domestic medical tourism as an option.
Before, the individuals would contact hospitals themselves and plan their own medical trip. Travel agents and others started to realize that this was happening and started to make a business out of it, medical tourism facilitation. Many facilitators have sprung up over the last 10 years, many have died out, but the ones that have lasted are the companies with strong business plans and industry reputations.
With all of these entities involved, the industry has become more organized and efforts are being made to promote the high quality and safety of hospitals around the world. The competition amongst hospitals has increased due to international accreditations and certifications such as Joint Commission International and the Medical Tourism Association’s® certification programs. Many of the entities involved in selecting a hospital are looking at who has international accreditations. The Medical Tourism Association® (MTA) and others involved have been fighting for education, communication and transparency within the industry. With these efforts in place, the medical tourism industry has become a global phenomenon and continues to grow in a healthy direction.


FACTS & STATISTICS IN MEDICAL TOURISM

FACTS & STATISTICS
DID YOU KNOW?
Medical tourism has been around for thousands of years. In fact, archaeological evidence from the third millennium B.C. suggests that people in ancient Mesopotamia traveled to the temple of a healing god or goddess at Tell Brak, Syriato heal eye disorders. A couple millennia later the Greeks and Romans would travel by foot or boat to spas and cult centers all over the Mediterranean. The Asclepia Temples, dedicated in honor of the Greek god of medicine, were some of the world's first healing centers. Pilgrims would come and stay several nights praying that Asclepios would appear in a dream and provide a cure to their ailment.
There are 458 Joint Commission International accredited hospitals around the world. This figure does not include ambulatory clinics. Joint Commission is an independent not-for-profit organization that evaluates and accredits more than 15,000 healthcare organizations in the United States. Its international arm (Joint Commission International) has been accrediting hospitals outside the U.S. since the late 90’s. JCI accreditation is one of the main criteria patients use to ensure they are traveling to a hospital with high standards of patient care. 1.6 million U.S. patients traveling abroad for care. In 2009, Deloitte predicted that over one and a half million U.S. patients would be traveling abroad for care, with a 35% increase over the next several years.
You may spend more time at a hotel than at a hospital during your medical trip. Depending on your procedure, oftentimes you will only stay a night or two in the hospital and then spend the rest of the time at a hotel recuperating and/ or engaging in physical rehabilitation. So choose a hotel that has experience with medical tourists and understands your needs and expectations.
Your companion could make or break your medical trip. Having the physical and moral support of a companion is one of the most important ingredients of a successful medical trip, particularly during the recovery process. However, not everyone is ideally suited to being a medical travel companion. Choose your companion wisely. Right now it’s all about you. Your companion must be willing to put your needs ahead of his or her own and assist you during the recovery process. This does not mean they cannot have some leisure time to enjoy the local culture and attractions, but they should understand that their primary purpose is to provide support.
MEDICAL TOURISM ASSOCIATION (M.T.A.) PATIENT SURVEYS
o    64% of patients that traveled abroad for care did not have health insurance.
o    Almost 83% of patients traveled with a companion.
o    Almost 70% of patients rated their medical care as excellent.
o    33% of patients traveled abroad for cosmetic surgery.
o    Almost 90% of patients or their companions engaged in tourism activities.
o    Almost 85% of US patients found they received more personalized medical care than in the US
o    Almost 86% of US patients said they would travel again overseas for medical care
o    Nearly 27% of patients had previously traveled to a foreign country to receive medical care, most were female, all were between ages 45 and 64; the majority were White/Caucasian; all were American; all were college educated; half had household incomes between $50,000 and $100,000; and some had health insurance (50%), while other did not.
o    Nearly 80% of the demand for medical travel is driven by cost savings.
o    Medical tourists spend between $7,475 and $15,833 per medical travel trip.
o    48% of respondents would be interested in engaging in medical tourism again at some point in the future.
o    The cost of medical treatment (85%) and state-of-the-art technology (83%) were the most important factors in their decision to travel abroad for treatment.
o    Out of 49 participants that had previously traveled overseas for medical treatment, 36% used a medical tourism facilitator.
U.S. HEALTHCARE STATISTICS
o    In 2013, Nerd Wallet Health analyzed data from the U.S. Census, Centers for Disease Control, the federal court system and the Commonwealth Fund and found that:
o    56 million Americans under age 65 will have trouble paying medical bills
o    Over 35 million American adults (ages 19-64) will be contacted by collections agencies for unpaid medical bills
o    Over 15 million American adults (ages 19-64) will use up all their savings to pay medical bills
o    Over 11 million American adults (ages 19-64) will take on credit card debt to pay off their hospital bills
o    Nearly 10 million American adults (ages 19-64) will be unable to pay for basic necessities like rent, food, and heat due to their medical bills
o    Over 16 million children live in households struggling with medical bills
o    Despite having year-round insurance coverage, 10 million insured Americans ages 19-64 will face bills they are unable to pay
o    1.7 million Americans live in households that will declare bankruptcy due to their inability to pay their medical bills – Three states will account for over one-quarter of those living in medical-related bankruptcy: California (248,002), Illinois (113,524), and Florida (99,780)
o    To save costs, over 25 million adults (ages 19-64) will not take their prescription drugs as indicated, including skipping doses, taking less medicine than prescribed or delaying a refill
o    According to a recent report of the Organization for Economic Cooperation and Development (OECD), the U.S. spends almost 18 percent of its gross domestic product on healthcare that’s more than any of the 34 OECD countries.
o    Due to the changes of healthcare reform, the Deloitte Center for Health Solutions reported that 60 percent of doctors surveyed revealed they are likely to retire earlier than planned, perhaps, within the next 1-3 years creating a shortage of doctors.
o    In 2009 the Council of Economic Advisers projected that the healthcare sector will comprise of 34% of GDP in the U.S. by 2040.
MEDICAL TOURISM STATISTICS FROM AROUND THE WORLD
o    A 2013 MTA Medical Tourism Patient Survey found that Latin America and Asia are the two leading regions for medical travel.
o    A 2013 MTA Medical Tourism Patient Survey found that Mexico and India respectively have the highest demand for medical tourism.
o    Data from the Council for International Promotion of Costa Rica Medicine (PROMED) shows that in 2012, Costa Rica attracted nearly 50,000 medical tourists (mostly from the U.S. and Canada) and each one spent an average of $7,000. Close to half of these medical travelers were said to be dental, followed by orthopedics, weight loss surgeries, gynecology and plastic surgery. Medical tourism generated some $338 million in revenue for the country that year, PROMED reported.
o    Tourism Research Australia from the Australian Government reported that more than 10,000 medical tourism patients flew into the continent in 2013 pumping more than $26 million into the national economy.
o    According to the Indian High Commission, Indian hospitals received 18,000 Nigerians on medical visas in 2012, 47% of the Nigerians were in India to receive medical treatment and spent approximately $260 million USD.
o    In 2012 the Ministry of Public Health, Thailand and the Kasikorn Research Center found that 2,530,000 international patients traveled to Thailand for treatment, the top five nationalities were; Japan, U.S., UK, GCC and Australia. Revenues generated from medical tourism were approximately 4 Billion USD.
o    Mexico’s Secretary of Tourism said that almost 12 million international visitors arrived in Mexico in 2013, 6.5 million of the visitors were from the U.S.
o    According to the Medellin Healthcare Cluster, twenty-four percent of the international patients that visit the Medellin Health City in Medellin, Columbia are from the U.S.
o    The Korea Health Industry Development Institute reported in 2012 that 159,464 patients from 188 countries visited Korea in 2012, 32,503 of those patients were Chinese.
o    In the 2010 Statistics on International Patients in Korea Report showed that 81,789 foreign patients traveled to Korea, 32.4 percent came from the U.S. (4,829 were U.S. Army patients), 19.4 percent Chinese,16.8 percent Japanese and  7.7 percent Russian.
o    According to Rohini Sridhar, Chief Operating Officer of Apollo Hospitals, the number of international patients visiting the hospital has been witnessing an increase of 20 per cent every year. “We provide medical care for around 400 to 500 people from European countries, Malaysia, Singapore, Sri Lanka and the Middle East in a year,” she says.
o    A 2012 report from the Taiwan Ministry of Health and Welfare found that more than 60,000 patients traveled to Taiwan for healthcare the previous year, with 50 percent of patients coming from mainland China. The report also noted that the most popular procedure was a full health exam.
o    According to Alpen Capital Investment Banking, the United Arab Emirates’ medical tourism sector is growing strongly and reached $1.69 billion in 2013. Dubai Healthcare City (DHCC) is one of the largest healthcare tourist destinations in the region. According to DHCC, they handled approximately 500,000 patients in 2011, 20% of which were medical tourists.


Δευτέρα 5 Ιουνίου 2017

THE UNIQUE VALUE PROPOSITION IN MEDICAL TOURISM...

THE UNIQUE VALUE PROPOSITION IN MEDICAL TOURISM...                
                               WHAT'S YOURS?
18 May 2017
How important is having a unique value proposition in medical tourism? And what are the most common marketing mistakes made?

In the medical tourism business, are there any hospitals and clinics that have a clear idea what a unique value proposition (UVP) is? How many have identified what their UVP is AND communicate this to their target audience?
 Marketing in medical travel is usually focused on advertising and promotion. But to get it right, you have to get back to marketing basics. 
So... what is a unique value proposition?
Your unique value proposition:
1.   explains how you solve a problem or meet a customer need.
2.   highlights specific benefits of your product or service offering.
3.   tells the potential customer why they should buy from you.
4.   communicates how you are different from/better than your competition.
Your UVP is the sweet spot between - what you can offer, what others are not offering and what your customers need..      
                        So, what's yours?
          Take a few minutes to write it down.
Now score it against the four statements above.
Do you score 4 out of 4?           What's missing?
Common mistakes in creating a unique value proposition
Please select at random as I always do some web sites that might be found by a patient considering health tourism
Ask yourself what is the UVP of each of these health tourism providers?
A common failure made in medical tourism marketing is not communicating a clear and differentiated UVP.
Here are the most frequent mistakes:
Ø  It’s about me, not you
Ø  Most of the examples tell the customer. "this is what we do" not this is what we can do for you. They don't focus on customer benefits. They focus on the provider's products and services.
Ø  It’s not unique
Ø  In medical tourism, nearly everyone sells the same thing... price and quality.
Ø  There's little differentiation between agencies, facilitators and clinics.
Ø   A prospective patient knows that they're going to save money.
Ø  That's why they have come to the web site.
Ø  So, what makes one provider different or better than their competitors?
Ø   Why should the patient choose your clinic/service?
Ø  It doesn’t say what I will get
Ø  The customer is the focus of successful marketing.
Ø  It's not about you, your clinic, or your doctors.
Ø  It's about how you will meet the customer's need. Never forget that, and always focus on what you will deliver that meets that need.
How to discover your UVP
To create your UVP, you really need to understand your customers and what they are looking for. So, here is a simple suggestion to help you to think like a customer.
Go out in to your clinic waiting area. Go and chat to a few of your customers, and ask them to complete the following sentences in their own words:
·         I came to your clinic because...
·         The things I value most about your service are...
·         You're better than competing hospitals and clinics because...
You may be surprised by what they say.
And their responses may give you some insight into what your unique value proposition should be.


MEDICAL TOURISM IN 2016: WHAT HAS CHANGED?


MEDICAL TOURISM IN 2016:  WHAT HAS CHANGED?

How the world of medical tourism is changing. Which destinations are doing well? Which are faring badly?
It is clear to me that medical tourism is changing.
Without a doubt, medical tourism is regional and local; it's not global, as some industry proponents would argue. In several countries, domestic medical travel is far bigger than international.
Most accept that the troubles of the world - politics and terrorism - increasingly determine where people will and will not go.
Technology is enabling patients to find out the real cost of treatment at home and abroad, and to arrange it instantly, if they wish.
Most of the tourism industry ignores medical tourism, as health tourism, religious tourism, food tourism, adventure tourism and a host of other niches are far easier to understand and arrange, and tend to be more lucrative for agent and destination.
Which medical tourism destinations are doing well?
Proving that medical travellers are not just driven by searching for the lowest price, the ˄ UK, USA, Germany and Switzerland ˄ are doing very well on numbers.
Also doing nicely are ˄ South Korea, Dubai, Malaysia and Iran ˄ .
Which medical tourism destinations are doing badly?
˅Thailand, Turkey, Egypt, Finland, Tunisia. Singapore, Israel, Jordan and Brazil ˅ are among those with falling numbers.
And those on the turn?
? India, Greece, Spain and Cuba ? are among those who are officially trying to promote medical tourism... at last.

Medical tourism? Not here thank you!
Israel and South Africa are two countries with significant opposition to inbound medical tourism; while Nigeria and Kenya lead the African countries trying to curtail outbound medical tourism.
Some Gulf states have cracked down on what the state or insurance will pay for medical tourism.
Insurers take a step back?
Cross border healthcare covered by international health insurance is a must in many places but this is mostly for unplanned urgent care.
For every small insurer deal that pays for medical tourism, two larger insurers have pulled out of either paying for medical tourism or acting as an agent for paid overseas care. 
Government support
For every politician and government that spends money and resources in promoting inbound medical tourists, ten more make the right noises but disappear when asked for money to make it happen.
Comparison sites and agents
New, well funded websites, either national or global, work on the same basis as tourism sites by allowing patients to compare care and costs, and instantly book treatment. They cost millions to set up and expand. Some will succeed but many will fail.

Agents who cannot offer concierge services and work on the basis that you may get a quote or answer in a few days or weeks are disappearing With the ability to compare prices at home and abroad, patients are not going to believe the myths about "90% cheaper".
Domestic medical travel
India, the UK and USA understand that domestic medical travel is worth as much or more than international. The technology allowing patients to compare costs is driving this.
Source markets - where can I find more patients?
Two years ago the rise in Chinese and Russian medical tourists was seen as a saviour for many countries. For financial and political reasons Russian numbers have plummeted, while economic slowdown has affected Chinese numbers. European numbers have not grown as many expected, with suspicions that outbound UK numbers have fallen as they can get low cost, quality healthcare at home.
Gulf states now grasp that low oil prices are not temporary, so numbers from there are slowing down.

The "15 million" or "7 million" Americans purported to be medical tourists are mythical figures; if you take Mexico out of the equation, the USA has lower outbound numbers than most African or Asian countries.
Politics, economics, medical tourism myths
Politics, war and economy are the drivers of where people go or not go, what they can afford, and how attractive or unattractive destination countries are.
JCI accreditation, cheapest prices, new hospitals, shiny new technology, well trained doctors, shopping and sunny beaches are all said to make a hospital or country more attractive; sadly none of these makes a real difference.
Another myth that survives is that the US has millions of uninsured people desperate to become medical tourists. If they have managed to avoid buying subsidised health insurance despite massive publicity, then they are not going to succumb to cheap medical tourism; they may be illegals, unable to read, or just avoiding their taxes.
When medical tourism goes wrong
Considering the number of medical tourists, the number who die or are have medical problems post-operatively is small. But with even the poor African farmer having a phone and internet access, the cases that go wrong get massive publicity. South Korea is leading the pack on cracking down on questionable clinics and fake agents, while most countries do an impression of the invisible man when problems arise.
Sorry... no refunds
Many small countries have learned to their cost that spending on marketing, medical tourism expos and fairs, glossy brochures and consultancy often costs them many times the extra revenue that they get back. The problem is that the people they pay use the same tired blueprint for a tiny island as for a major country. Bespoke and targeted marketing is now vital , but too many use shotgun marketing and have little idea of targeted marketing by country, people, treatment or travel method.
The future
Source countries tend to fill the gaps on care and treatment; reducing outbound numbers. But more countries are cutting back on non-essential public treatment. Private healthcare is filling the gaps, so
medical tourism has to convince :
people that they can save money abroad,
will be safe from terrorism or poor care,
that the quality of non-medical care is as good or better than at home and
they they will be treated with respect, not just as a number.
Tourism has become niche, with fast accurate global information and instant booking, backed up by believable reviews and high quality service. Medical tourism is still a laggard, focusing too much on low price or factors that the average medical tourist cars nothing about.
Some countries are doing well - for now - but as the old investment motto warns "Past performance is no indicator of future success".