Content Turkey As MT destination Key drivers to support the MT
Factors impacting MT GCC as potential market for Turkey MT.
Slide 3
Who is going where for Medical Tourism. Source: Healthcare
Special report - EIU 2011 and Dubai Medical Tourism Research 2012
Source: Mint.com on the Global Medical Tourism Info graphic
Slide 4
Turkey As a competitive country There are 28 hospitals, 3
Genetic Diagnostic Center, independent laboratories, more than
4,000 beds and over 2,000 physicians. Health care affiliations and
collaborations with a prestigious providers; John Hopkins, Harvard
Medical International, Mayo clinic, Houston Memorial, and
Sloan-Kettering Cancer Center. High Medical capabilities and
expertise in the level of liver and kidney transplantation, Bone
marrow transplantation, Robotic surgery and Cardiology and
cardiovascular surgery. * Turkish Accredited hospital
association.
Slide 5
Slide 6
Medical Tourism Market Segmentation - Positioning of
Destinations Centers of Excellence quality focus USA Singapore
Germany UK Switzerland Korea Value Offering (Quality + Price mix
Low cost) India Czech Republic Hungary (for dental and spa)
Bulgaria Jordan Belgium (in respect to Germany & US) Tourism
driven value proposition (supported by tourist infrastructure and
popularity of the destination) Thailand Turkey South Africa Greece
Spain and Portugal Location centric value offering (focus on 1-2
nearby countries) Malaysia (Indonesian patients 70%) Taiwan
(Mainland China patients 80%) Poland (Russia, Scandinavian nations)
Canada (US patients 80-90%) Mexico (US Patients - >90%) Costa
Rica (US Patients - >90%) Niche services positioning ( specific
treatments ) Cuba (for ophthalmology) Philippines (spa treatments
& therapies) Japan (Radioactive therapies for cancer)
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Medical Tourism The Approach Understand target markets for MT
Identify priority health services Health facilities and hotel tie
ups Marketing of identified health services in China Marketing of
identified health services in China Medical Tourism Tourism, travel
and visa support Price benchmarking with other destinations
Slide 8
To support Medical Tourism Continuous government support of the
industry Systematic collaboration of the MT stakeholders Insurance
company promotion of medical tourism Multiple surveys of patients
experiences at facilities. support in investment promoting quality
care or a cluster of facilities within an attractive location.
Strong marketing & branding strategy to promote Turkey as
tourism hub especially in the GCC.
Slide 9
Medical Tourism support a Country Economically ; tourism
revenues Produce foreign exchange Improves the health services
Increase access to health care. Attract brains from other
countries
Slide 10
Reasons to travel for healthcare involve a lot of factors for
patients and payers Source: Healthcare Special report - EIU 2011
and DHA Overseas Treatment Survey 2012 Expertise of the doctors or
surgeons involved, and the quality of aftercare. Ease of travel,
including the possibility of combining treatment with a holiday;.
Familiarity with the country, language and the healthcare system;
Risks for the patient, which range from quality concerns in the
healthcare system to general risks, such as terrorism. Cost, both
for the treatment and for the stay. The perceived value from
treatment abroad considering the quality of health system in the
home country and malpractice. The waiting time for the procedure in
the home country compared with the medical travel location. The
availability of after care services post surgery The availability
of information on quality/cost and the experience surgeons.
Slide 11
Important factors to Consider 1. Medical; Are we using
innovative evidence based techniques? Do we have strong
credentialing system for our providers? Is our quality standard
comparable to competitive countries? Complication rates. Infection
control. Medical errors.
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Cont/factors 2. Financial; Cost for uninsured patients /
procedures Cost of complications is carried by home country in case
of infection. Decreased access to specialized services for citizen
Decreased training resources Coercive use of medical tourism by
insurance companies Shortage of nurses / physicians.
Slide 13
Cont/factors 3. Ethical Infrastructure development may be
focused on industry rather than local needs Infrastructure costs
may be passed on to local population in form of increased taxes or
reduced services Emphasis on high tech care. Brain drain from
public to private sector
Slide 14
Cont/factors 4. Legal; Are we protected against substandard
care by: Professional licensing & credentialing system.
Institutional policies. Legal remedies. Care provided in MT country
may not meet tourist home legal standards Disclosure of risks,
benefits. Credentialing of professionals. Access to legal remedies.
Limitations of medical liability.
Slide 15
50% of 6 mn medical tourists go to South East Asia and C&E
Europe for treatment Source: Various market reports incl. estimates
from Deloitte Medical Travel Report 2 mn 4 mn 6 mn
Slide 16
Industry Drivers: Factors that have lead to the rise of Medical
tourism Source: Healthcare Special report - EIU 2011) Government
policy Around 50 countries have now identified medical tourism as a
strategic national industry. Developments in information technology
- The Internet has enabled patients to research options beyond
national borders, and expanded international marketing
opportunities. Lower air fares -The advent of economic airlines and
a drop in airline fares have made medical travel more affordable.
Increasing foreign investment - it impacted the provision of
healthcare services by leading to improvements in quality and
efficiency and investment in health care. Internationalization of
the medical workforce - As healthcare systems expanded, more
immigrant healthcare workers get employed. This has given medical
staff valuable international experience, and has allowed Western
patients to become familiar with dealing with foreign medical
staff. Internationalization of medical training and accreditation -
This prompted some harmonization of medical training, and the
spread of English as an international language had impacted highly
on health system. The rise of facilitator firms this have supported
the MT; such as arranging accommodation and acting as a mediator
with the hospitals. These agencies also act as a channel for
governments and hospitals to promote medical services.
Slide 17
GCC As potential Market for Turkey Arabian Gulf citizens spend
an estimated Dh91.8 billion a year for treatment abroad with
medical tourism picking up in countries such as India, Thailand and
Singapore. Where GCC people mainly going? - Germany - United
Kingdom - India - Thailand - Singapore - USA It is projected that
GCC health market to grow at an annual rate at a CAGR of 11.4% to
USD43.9 billion by 2015 from an estimated USD25.6 billion in 2010
Some experts estimate health spending to grow to USD 60 billion in
2025 with growth in inpatient and outpatient market due to
increased disease prevalence coupled with rising healthcare
cost/inflation
Slide 18
GCC Population has grown considerably over the past 5 years 18
CAGR:2.2% The GCC population expanded at CAGR of 2.2% to 41.6
million during 2008-2013. The expatriates make up to 49% of the
regions population.
Slide 19
GCC Population is expected to rise to over 50 mn in 2025 19 By
2025, the population in GCC will reach 50 million. The vast
majority will be under the age of 25. Growth in GCC is largely due
to increasing number of expatriates in the regions developing
economies. Source: International Database- Census bureau
Slide 20
NCDs a % of total for cause of mortality % Overweight out of
total population % Obesity out of total population % at risk from
raised blood pressure 66% 71%56%69%72%79% 33% 28% 83% 71%69%76%
21%33% 42% 35% 33%34%29% GCC Health Indicators and Risk Factors 71%
79% 33% 37% WHO: Non communicable diseases country profiles
2011
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Factors Related to Treatment Abroad The general atmosphere in
the destination country (language, hospitality, religion, customs
and traditions) Political environment and security The
entertainment side of the trip and the possibility of a vacation
along with the treatment Availability of brokers and health offices
Geographical closeness of the destination country to GCC
Affordability of treatment abroad Quality of healthcare services
Physicians experience Lack of health insurance Availability/Access
of information about treatment Previous successful experiences of
patients traveled abroad