A Study of Potential Medical Tourists: Marketing Recommendations for Cyprus Dr. Michael Guiry Senior...
-
Upload
silas-lucas -
Category
Documents
-
view
214 -
download
0
Transcript of A Study of Potential Medical Tourists: Marketing Recommendations for Cyprus Dr. Michael Guiry Senior...
A Study of Potential Medical A Study of Potential Medical Tourists: Marketing Tourists: Marketing Recommendations for CyprusRecommendations for Cyprus
Dr. Michael GuirySenior FellowCenter for Medical Tourism Research (CMTR)University of the Incarnate Word (UIW)San Antonio, Texas, USA
AgendaAgendaDescribe the CMTRMedical Tourism ModelCMTR Research on Potential U.S.
Medical TouristsResearch on European Medical
TourismCyprus and the Medical Tourism
ContinuumMarketing Recommendations
About UsAbout UsCenter for Medical Tourism
Research◦First and leading academic-based
research center in this industry (Medical & Retirement Tourism/Travel)
◦Non-profit organization◦Motivated to spread the word and
influence key stakeholders◦Key members have years of
healthcare and international business experience
Model for Understanding the Model for Understanding the Drivers of Medical TourismDrivers of Medical Tourism
Globalization
Consumerism
Technology
Medical Tourism
Types of Medical TourismTypes of Medical Tourism
POTENTIAL U.S. POTENTIAL U.S. MEDICAL TOURISTSMEDICAL TOURISTS
PMT Sample PMT Sample DemographicsDemographics Avg. Age: 36.49
(36.7- U.S. Census Est. 2008) Gender: Females 65.47%
(50.7%- U.S. Census Est. 2008) Education: HS- 12.4% / C- 33.9% / G- 18.8%
(HS- 84.5% / C- 27.4% / G- 10.3%- U.S. Census Est. 2008)
Avg. Household Inc. (Gross): $101,815 Mean/$50,000 Median and Mode ($52,175- U.S. Census Est. 2008)
Race/Ethnicity: B- 8.6% / A- 7.8% / W- 39.7% / H- .3% / Other (Pref. Not)- 43.5%(B- 12.3% / A- 4.4% / W- 74.3% / H- 15.1%- U.S. Census Est. 2008)
Marital Status: M- 46.9% / NM- 39%(M- 50.2% / NM- 30.8%- U.S. Census Est. 2008)
Findings: If Medical Findings: If Medical Travel- WhatTravel- What
Findings: ResearchFindings: ResearchInternet was #1 by a wide margin
Expectations of Int’l Expectations of Int’l Healthcare Facilities (Top 8 Healthcare Facilities (Top 8 Answers)Answers) Healthcare facility employees are knowledgeable.
(Assurance) Patients feel safe in their interactions with healthcare
facility employees. (Assurance) Healthcare facilities are accurate in their billing. (Reliability) Healthcare facility employees get adequate support from
their employers to do their jobs well. (Assurance) Healthcare facility employees tell patients exactly when
services will be performed. (Responsiveness) Healthcare facilities provide their services at the time they
promise to do so. (Reliability) Healthcare facilities in other countries have up-to-date
equipment. (Tangibles) Healthcare facilities have their patients' best interests at
heart. (Empathy)
Medical Tourism as Wish Medical Tourism as Wish Fulfillment?Fulfillment?The use of medical tourism services
will allow me to achieve more:◦ Freedom to act ◦ Knowledge ◦ Pleasurable life◦ Comfort in my life◦ Stimulating and adventurous life
RESEARCH ON RESEARCH ON EUROPEAN MEDICAL EUROPEAN MEDICAL TOURISMTOURISM
A Study of RomaniaA Study of RomaniaFindings of the study (of Europeans):80% of the foreign tourists have no idea
what Romania can offer themMost were only exposed to negative news
about the country. Conclusions:
◦ They needed to find an element to differentiate Romania’s brand from other countries or
◦ They must invent one.
Gallup/Eurobarometer Study of Gallup/Eurobarometer Study of European Cross Border Care European Cross Border Care (2007)(2007)4% of Europeans received medical
treatment in another EU Member State over the past 12 months
Slightly more than half of EU citizens are open to travel to another EU country to seek medical treatment (54%)
The most prominent reason to do so is a hypothesized unavailability of the necessary treatment in the domestic healthcare system
Gallup/Eurobarometer Study of Gallup/Eurobarometer Study of European Cross Border Care European Cross Border Care (2007)(2007)Motivating Factors:
◦ Europeans hope to receive a treatment of better quality (generally, or through a specialist residing elsewhere in Europe)
◦ The promise of quicker access to the necessary treatment
Different perspectives:◦ Quality is the major drive for health
tourism to Western Europe◦ Lower prices are a major argument to
travel for treatment to Central and South Eastern Europe
EU Society for Human EU Society for Human Reproduction and Embryology Reproduction and Embryology Studies (1)Studies (1) An online survey of over 300
patients last year found that 76% would consider going abroad
The vast majority of those who went (88%) were happy with their treatment
CYPRUS AND THE CYPRUS AND THE MEDICAL TOURISM MEDICAL TOURISM CONTINUUMCONTINUUM
Cyprus’ Strengths & Cyprus’ Strengths & WeaknessesWeaknessesStrengthsClose proximity to over 110 million European
Baby Boomers Increasing perception of qualityLow cost infrastructure (personnel, legal, etc.)Beautiful tourism destinationWeaknessesHistory of turmoil/political issuesKnown more for recreational tourismLack of a Medical School or specialized
institutions focused on health tourism or engaged in health tourism
Offer a Continuum of Offer a Continuum of ServicesServices
Marketing Marketing RecommendationsRecommendationsCreate and Market a Medical Tourism Brand and
Brand Image◦ Use a Brand Personality framework (Aaker 1997)◦ 5 Dimensions• Sincerity, Excitement, Competence, Sophistication, and
Ruggedness
Manage Customer Expectations◦ Avoid service quality gaps, i.e., difference between
perceptions and expectations of service quality
Associate the Provision of Medical Tourism Services with Personal Values◦ Being a medical tourist is more than just a trip abroad
for healthcare; for some it is a 'journey' or a 'wish fulfillment' effort
QuestionsQuestionsThank you!
Contact Dr. David Vequist, Founder and Director of CMTR at [email protected]
Contact Dr. Michael Guiry at [email protected]
EU Society for Human EU Society for Human Reproduction and Embryology Reproduction and Embryology Studies (2)Studies (2)Another study was carried out in six
countries during the course of one month – ◦ Belgium, the Czech Republic, Denmark,
Slovenia, Spain and Switzerland (1,230 patients) Greatest numbers were: Italy (31.8%), Germany
(14.4%), the Netherlands (12.1%) and France (8.7%)
◦ Most traveled to bypass legal restrictions 34% of those from the UK said they went abroad
because of difficulties of access to treatment. The average age was over 37 but 63.5% of the
British patients were over 40
Medical Tourism Country Medical Tourism Country Investments (Potential)Investments (Potential)
Investments in High Tech and Commercial Research (e.g., Pharma, Energy, etc.)
ROI
Higher
Lower
Investments in HC & Medical/Retirement Tourism
Investments in Technology Manufacturing/ High-end Consumer/Commercial Products
Investments in Service Outsourcing
Investments in Basic Tourism Activities
Intensity of the
Regulatory Changes Required
Higher
Lower
Intensity of the Current Competitive Environment
Higher
Lower
Investments in Low-end Consumer/Commercial
Products
Estimates based on the CMTR
Cyprus: ROI and Cyprus: ROI and InvestmentsInvestments
ROI described:◦ Job growth (great jobs too!)◦ Brings opportunities for new direct (and
indirect) revenue streams◦ Fills a community need
Ask yourselves, based on the economic and environmental factors- “Will there be a time in the next 20-30 years when great healthcare will not be in demand?”
RecommendationsRecommendationsAll-
◦ Prepare to create and market a medical tourism brand!
Government- ◦ Create a good business environment!
Tax incentives, tax holidays, prioritize infrastructure and regulatory improvements
Education-◦ Get universities involved!
Private Industry-◦ Prioritize investments in this area and invest!
Healthcare facilities and particularly retirement tourism-aligned developments
Don’t Believe Me?Don’t Believe Me?IFC is:•the private sector arm of the World Bank•invests in private sector projects in developing countries•world’s largest multilateral investor in the private health sector