download
TRANSCRIPT
Gulliver in the land of giants?The opportunities of the Hungarian initiations in the surgical medical touristic market
Is it good to be a silent Gulliver?
TTRA conference, 2th Sept. 2010, Budapest
Ivett Sziva, Ph.D. studentBudapest Corvinus University, Hungary
1. Defining Medical Tourism A border-less product?
2. Scope of competition Features of the market, Quality &
management issues
3. Case of HungaryScope of MT and success / failure factors
Content
Defining Medical Tourism (MT)medical, health-related, clinical, medical
surgical…travel or tourism…?
Defining Medical TourismA border-less product?
100 ths were healed in our hospital (Minister 1.)..200 ths patients arrived at us (Minister 2.)
Dimensions Statement (McKinsey, 2009)
Statement (Youngman, 2009)
1. Length of stay in hospital Only inpatients In- and outpatients 2. Main motivation Only for medical travel Mixed motivations 3. Emergency included No emergency No emergency4. Expatriates included No expatriates No expatriates5.Trip to neighboring countries
Excluded Included
6. Type of treatments Western medicine Holistic view7. Estimated volume of the market (touristic arrival)
85.000 worldwide 5 millions worldwide
Scope of competition
The features of the MT market
Quality and processWhat do they want?
Medical factors Touristic factors Reputation and skills of the doctors Results of the medical treatm. Price of the treatments Insurance and guarantee Follow-up and supporting services Foreign language skills
Reputation as a touristic destin.Price of the tripDeveloped infrastructureCultural closenessSafety and stability
The main factors of medical travel decisions
After-care ?
The MT process
Quality and processA could-be model of the main factors
Medical services
Transparency
Seamless services
Quality control - accredition
High-skilled staff
Tourism
Attractiveness, image
Developed infrastructure
Safety
Touristic service suppliers
Supporting services
DMOs
Image
Clinics, Hospitals
Education system
Accrediting instit.
Assistance serv.
IFCs
FacilitatorsFollow-up services (mother country)
Innovation Insurance
The Case study of Hungary
Defining medical tourism in HUUnbalanced situation
Therapeutic = thermal water
Clinical
Public belief & governmental subsidy
Definition & appreciation
Turnover / year
ESKI (2009)
An Overall picture Esimation...300-400 ths MT tourists
come to HungaryWhy do they come?Main advantages, attractiveness
Clinical tourism (CT)Two major sectors
Happy Dent destination Bottom-up initations: 600-800 pcs Main CT areas: dentistry (80%),
cosmetic-, eye surgery; IVF + obesity surgery marginal
Source mark: A, CH, D, IR, Ro, DK 90% of the total revenue
Private sectorPublic sector
Public ownership & insufficiency: n/d about the participants
Main CT areas: gynaecology cancer-, cardio-vascular treatments, eye surg.
Source mark: D, Ro, A, S, UA, USA 40-50% of the total arrivals
Private clinics„Silent Gullivers”
Evaluation of the success factors +
Image Great reputation,
individual marketing, state marketing recently
Innovation Up-to date technology Used&unused
synergies with natural resources
Seamless services Pre-travel services in
dentistry = best pract. Great aminity +
cooper. with tourism Using intern.
facilitators not general Missing follow-up
serv.
+ / -
_
Insurance Good practice to solve
patients’ mobility No communication
Transparency Statistics of the
results totally missing Communication of the
prices & guarantee is various
Accrediation JCI, Tempos, AHCS
are total missing 15% have TÜV/ISO
Public clinics
Evaluation of the success factors
+
Innovation Up-to date technology-
level World famous
treatments (Pető., Kaáli method, invasive cardiol.) but lack of capac.
Seamless services Capacity problems Problems in HR,
aminity Using intern.
facilitators is rare
+ / -
_
Insurance Private & public
insurance mainly from I, D
Transparency Statistics of the
results totally missing System transparency
is insufficient
Accrediation JCI, Tempos, AHCS
are total missing TÜV/ISO general
Image The innovations, and
the good level of technology not commonly known
Conclusion
ConclusionReaching 3 & 4. stage is not so far away…
Using out world famous results (more capacity, more communication)
Development of R+D (more subsidies) Building complex niche products (with rehabilitat.)
Premium category based on high level know-how
Spreading the importance of seamless services+accred National touristic communication Building out „partner-hospital” in public sector, using out
capacity in orthopedics & cardiology Differentiation: building on therapeutic touristic serv.
Medium category with permanent patient flow, and professional market behavior
Countries with price advantage and bottom-up initiations
