6th International Health Tourism Congress

Health Tourism within Turkey's 2023 Vision: World

Trends and Turkey

Cristina Cardona, MBAExecutive Global Program Manager

Medical Tourism Association

Medical Tourism AssociationThe Global Voice in the Medical Tourism

Industry15 Regional Offices 300 Members 100

countries

Evaluation Report on Medical Tourism in Turkey

Ministry of Health - 2012

Strengths• Leading country in the health sector• Qualified human resources, and health infrastructure and technology• Attractive Tourism Offer• Service Sector: good position• Experienced in Health Tourism• Affordable costs and short waiting times• Legal Regulations and State Support

Weaknesses• Too Focused on production, neglects Marketing• Very few org in both public and private sectors• Weak cooperation-corporation culture• Lack of clear national strategy for management of Health

Tourism• Lack of attention to the importance of sharing data and

information with Ministry of Health

Results SWOT Analysis(source Evaluation Report on Medical Tourism in Turkey, Ministry of Health 2012)

Results SWOT Analysis(source Evaluation Report on Medical Tourism in Turkey, Ministry of Health 2012)

Opportunities• Medical Tourism Demand is increasing• Easy to obtain information on options worldwide• Turkey’s strength is increasing internationally• Ministry of Economic Affairs, Health and Tourism support• Geo and socio-political position

Threats• Political instability of neighboring countries• Growing Demand for doctors in western countries• State Interventions. Lacking Service Standards in Health Tourism• Lacking domestically, institutions for accreditation on the basis

on international standards

How can Turkey Gain Competitive Advantage in the

Medical Tourism Industry?

How can Turkey gain competitive advantage?

Source: Michael Porter National Diamond framework

Factor ConditionsHighly specialized resources

• Well educated and well qualified physicians and other health staff • Accreditation of healthcare organizations by international standardization organizations

Opportunity for Turkey:1. Healthcare Industry: Continuous Quality Improvement (CQI) 2. Hospitality Industry –Investment in Training and Development Programs

Provider Priority Areas MTA Solutions

Industry Knowledge• Global Physician Exchange Network• MTA Membership

Best Practices

• Certification Programs International Patient Services Clinical Service/COE Patient Experience & Patient Engagement Patient Grievances & Complaints

CQI • CQI Training & Program Development• Strategic CQI Planning• International Standards Assessment & Training

Program Development Tools

• Policy & Protocol Development• Auditing & Performance Monitoring Tools• Job Descriptions• Technology Integration

Operational & Performance Evaluation

• Data Measurement & Analysis Training• Workflow Optimization Analysis

1. FOCUS ON CQI

2. Hotel & Hospitality Industry

Consumer PerspectiveResults 2013 Medical Tourism Survey

Report conducted by George Washington University School of

Business in collaboration with MTA

Number of Nights Medical Tourists Stay?

Source: 2013 Medical Tourism Survey Report by George Washington University School of Business in collaboration with the MTA

No nights

Two nights

Three nights

Five to ten nights

11 to 20 nights

21 nights or more

0% 5% 10% 15% 20% 25% 30% 35%

8%

15%

8%

8%

31%

31%

• $3,500 - $10,000 medical services• $7,500 - $16,000 total revenue• $4,000 - $6,000 tourism and hospitalityA medical tourist spends on average 5-10 more than a regular tourism

How big is the industry? How much does a medical tourism generate?

Source: 2013 Medical Tourism Survey Report by George Washington University School of Business in collaboration with the MTA

Training & DevelopmentHotel & Hospitality Industry

• Staff Training for Medical Concierge Program• Culturally & Linguistically Competent Staff• Customized Dietary Accommodations• Special Arrangements for Post Op Patients –

Laundry, Handicap , Wheel Chair Accessible Facility

• Medical Attention on-site/on-call

Related & Supporting IndustriesThe presence of supporting industries is of critical importance to the growth of the medical tourism industry.

A critical concept here is that national competitive strengths tend to be associated with "clusters" of industries.

Opportunity for Turkey:• Stronger medical tourism clusters which unite all stakeholders in the industry

Clusters In Medical Tourism

A Medical Tourism Cluster can achieve significant results by:

• Developing Common Goals• Developing a National & International

Structure• Developing Quality Practices• Developing a Regional and National Brand• Setting benchmarks for the rest of the

country

Medical Cluster

Medical Facilities

Hospitals

Specialty Clinics

Cosmetic & Dental

Tourism Providers

Hotels & Hotel Assn.

Restaurants

Tour Operators

Travel Providers

Professional Associations

Medical Equipment

Insurance providers

Universities

Department of Health of Area or Ministry of Health

Destination Marketing Org. of Area or Ministry of Tourism

• Educational workshops for providers

• Certification Programs• Familiarization tours for

facilitators• International

conferences for leadership image & buyers

Ref: Dan Cormany

Benefits of Cluster BusinessesIncreases Productivity

Increases budget availability through local, national and/or international sources

Allows to unite resources, technology, skills, information, knowledge to develop a unified marketing strategy increasing marketing effectiveness in selected target markets

Increases and improves quality standards through training and certification programs

Improves brand awareness on an international level with increased visibility

Provide the primary driver of growth, innovation and quality improvement. It requires paying attention to the quantity and quality of the demand.

Opportunity for Turkey:• Take on Leadership Role • Develop Value Proposition• Continuous and consistent marketing & communication strategy

Demand Conditions

Strategy, Structure and RivalryCompetition plays a big role in driving innovation and increasing competitive advance

Define strategy based on Value Proposition

Opportunities for Turkey:• Work with strategic partners• Leverage Internet Presence and Social Media

Reach

U.S. Employers & Insurers Insurance companies have

implemented medical tourism or “pilot” programs in medical tourism Aetna, Blue Cross Blue Shield, WellPoint, Swiss Re and others.

Self funded employers have implemented medical tourism such as HSM, Blue Lake Casino and others.

Medical Tourism represents an innovative way to reduce healthcare costs while maintaining high quality of healthcare

Referring PhysiciansOpportunity to Increase International Patients

Collaboration with physicians and hospitals from around the world in the area of training, clinical development, patient safety and quality, and the refering of patients

The desirable traits of a “good” medical tourism doctor/surgeon• Supported by a comprehensive clinical team at his/her hospital/surgical center• Has a professional relationship with international colleagues, including referring

physicians• Has an open and transparent system for sharing operative reports, discharge

orders, labs and diagnostic studies• Has well established policies for managing postop complications and

readmissions• Someone that goes beyond good marketing to ensure low perioperative risk

and ‘best’ outcomes• Advanced medical training through a reputable university• Residency and fellowship through a recognized hospital system• Affiliated with a highly regarded hospital system• History of low risk, low complications, best outcomes and high volume of

surgery

.

How can the Medical Tourism Association help Turkey gain a competitive advantage?

Quality Improvement through CQI Solutions

Program Development in Healthcare and Hospitality

Marketing Strategy & Connections with key partners

Evaluation and Performance Measurement Tools

SUSTAINABLE MEDICAL TOURISM PRESENCE

BUILDING A SUSTAINABLE MEDICAL TOURISM PROGRAM

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Thank you!Cristina Cardona, MBA

Executive Global Program ManagerMedical Tourism Association

cristina@medicaltourismassociation.com