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Analytical Study on Role of Medical Tourism Council of Maharashtra in Promoting Medical Tourism in Maharashtra Ketan Vira, Research Scholar, JJT University, Rajasthan, India Dr. R.K.Singh, Director, GNVS Institute of Management, Mumbai, Maharashtra, India Analytical Study on Role of Medical Tourism Council of Maharashtra in Promoting Medical Tourism in Maharashtra Ketan Vira, Research Scholar, JJT University, Rajasthan, India Dr. R.K.Singh, Director, GNVS Institute of Management, Mumbai, Maharashtra, India

Medical Tourism Council of Maharashtra

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Page 1: Medical Tourism Council of Maharashtra

Analytical Study on Role of Medical Tourism Council of Maharashtra in

Promoting Medical Tourism in Maharashtra

Ketan Vira, Research Scholar, JJT University, Rajasthan, India

Dr. R.K.Singh, Director, GNVS Institute of

Management, Mumbai, Maharashtra, India

Analytical Study on Role of Medical Tourism Council of Maharashtra

in Promoting Medical Tourism in Maharashtra

Ketan Vira, Research Scholar, JJT University, Rajasthan, India Dr. R.K.Singh, Director, GNVS Institute of Management, Mumbai, Maharashtra, India

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Medical Tourism

Medical Tourism synonymous with the words like health tourism, medical travel or global healthcare and has become a universal concept gaining importance. The word was first used by travel agencies and is today used by media, government, tourism development corporations etc. However precise definition is given by Connell (2006) which is more comprehensive as it includes the several dimensions of medical tourism. He describes medical tourism as a popular mass culture where people travel to overseas countries to obtain healthcare services and facilities such as medical, dental and surgical care whilst having the opportunity to visit the tourist spots of that country.

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Medical Tourism in India

• Indian medical tourism is expected to reach $6 billion by 2018

• Segment to grow at a compounded annual growth rate at 20% between 2014 and 2018

• 60% of doctors in India’s leading hospital have international qualifications

• Growing at 20-25% p.a. the medical tourism in India is one of the fastest growing health care markets across the globe

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Medical Tourism in Maharashtra

• Maharashtra has unique culture of practicing wellness, yoga, ayurveda etc. in the state• Government of Maharashtra under Tourism Policy of Maharashtra 2016 developed by Tourism and Cultural Affairs Department has laid down the objectives for Medical Tourism that India has been continuously benefitting from medical tourist from South Asia and African region. • The objective is to make position of Maharashtra as a first choice for medical tourism destination. Maharashtra will set up a new Medical Tourism Promotion Council to tap the potential of this lucrative sector.• 20,000 medical tourists go to the state, mostly to Mumbai, but many travel there only to go on to other states for treatment most are from the Middle East Council also seeks to deal with the insurance payment issues that arise in Middle Eastern countries. Maharashtra is aiming to emerge as the top destination for medical tourism through healthcare facilities, well trained medical professionals, state of- the- art -healthcare facilities and low cost of delivery compared to Tamil Nadu and Delhi

Page 5: Medical Tourism Council of Maharashtra

Medical Tourism Council of Maharashtra

• On 19 November 2003, the Government of Maharashtra, in collaboration with the Federation of Indian Chamber of Commerce and Industry (FICCI), launched the Medical Tourism Council of Maharashtra (MTCM)• The Council was to project the state as a healthcare tourism destination and chalk out a strategy to improve domestic and international medical tourist traffic. To accomplish this goal, it was suppose to rope in both private and public hospitals and tourism sectors• Department of Tourism (DOT) will revive MTCM and initiate projects under the medical tourism and will create individual profiles for medical tourism viz. wellness and spa, ayurveda, vipassiana meditation etc. across the state• The DOT will identify potential nationalities visiting Maharashtra for above mentioned activities and create a targeted marketing and promotion plan.

Page 6: Medical Tourism Council of Maharashtra

Medical Tourism Council of Maharashtra

• The MTCM will underline the additional qualification and criteria for units which can be classified under the medical tourism. The DOT will also decide

the quantum of additional incentives to be provided

• It will prepare a comprehensive database along with the patient friendly policies and infrastructure to assist the medical tourists visiting the state.

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Rationales of the StudyMaharashtra can be focused as most preferred destination for medical tourism for the following reasons:

•Maharashtra has best of the hospitals in many of its cities will state-of-the-art infrastructure

•Department of AYUSH (Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homoeopathy) under Ministry of AYUSH to promote education and research in all the medicines •Availability of proficient doctors and economical cost of treatments as compared to many other countries.

•Ease in availing M-Visa and less waiting period and process

• Best connectivity with the rest of the world

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Literature Review

Several studies have suggested strategy orientations for development in terms of positioning and value propositions. Research papers have discussed perspectives, opportunities and challenges. Several reports and newspapers have discussed the MTCM in terms of setting up the body and its role to some extent.

Gap Identified:• Discussing the role of promotional body • Set up under the Government• Revival of the same • Suggestive approach

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Objectives of the Study

To study the role of Medical Tourism Council of Maharashtra and suggest the strategies to attract more tourist to the state

To compare and analyze the medical costs of India with other countries

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Research Methodology• Both quantitative and qualitative research methods are used to address the research question and objectives• . In the first stage of the work, data from secondary sources viz. researchers and reports was used to build the whole picture of medical tourism in India in general and in Maharashtra in particular and was analyzed.• second stage includes interviews of related agencies, medical tourists and doctors• Stage three includes visit to Maharashtra Tourism Development Corporation and Medical Tourism Council of Maharashtra to understand the role and plans for medical tourism.• Limitation includes studying and analyzing the role of MTCM.• Research Deliverables: The findings can be used by the concerned stakeholders in formulating their plans, policies and business strategies

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Analysis and InterpretationTo study the role of Medical Tourism Council of Maharashtra and suggest the strategies to attract more tourist to the state

In its Tourism Policy 2016, the State Government has clearly stated its preference for medical tourism. To become a first-choice medical tourism destination, the Department of Tourism aims to revive the Medical Tourism Council of Maharashtra (MTCM) and initiate projects under medical tourism, and create individual project profiles for wellness and Spa, Ayurveda, Vipassana meditation and others across the State.

The department will identify potential nationalities visiting Maharashtra for above-mentioned activities and create a targeted marketing and promotion plan

The MTCM will underline the additional qualification criteria for units that can be classified under medical tourism. The Department of Tourism will decide the quantum of additional incentives to be provided. It will prepare a comprehensive database along with patient-friendly policies and infrastructure to assist medical tourists. In addition to offline traditional media, the department recognizes its need to reach out to newer target audiences through social and digital media.

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Analysis and InterpretationResearch suggests the following strategies to attract tourist from across the globe to make Maharashtra as most preferred destination in India

• Developing the concept of “Hospitals” (hospital cum hotels) as in Malaysia Hospitals providing a complete package by forming a alliances with tour operators, airlines and hotels • Developing several committees under MTCM in the areas of Medical, Marketing, Hospitality and Insurance to do the timely reviews and to work in close liaison with Government agencies• Promoting Medical Tourism of Maharashtra by participation in different events across the world like fairs and conferences• Developing a grievance cell for tourist to address their issues in the case of any dispute or dissatisfaction • Helping hospitals in accreditation process from JCI (Joint Commission International), NABH (National Accreditation Board for Hospitals and Healthcare• Identifying target markets and accordingly positioning Maharashtra for medical tourism

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Analysis and Interpretation

The above mentioned strategies are suggestive in nature and are based on the experiences of many countries who are promoting medical tourism globally. Medical Tourism Council of Maharashtra can implement the same based on their policy decision. The role of Federation of Indian Chambers of Commerce and Industry is very vital as MTCM is formed in collaboration with it. The advantage of FICCI being the partner is FICCI’s large membership, business promotion, and networking and policy reforms can make MTCM’s role effective and Maharashtra can be converted into the best preferred destination in India.

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Analysis and InterpretationTo compare and analyze the medical costs of India with other countries From the given table is can be interpreted that the heavily subsidized treatment costs are a big reason why people are considering travelling abroad to avail the best medical facilities at only a fraction of what they have to pay in their home countries. Countries like India are able to afford world class medical care at hugely discounted rates, thanks to the low cost of infrastructure and the ever lower doctor-patient ratio. As per a cost comparison study by the American Medical Association, a knee replacement surgery will cost $40,000 in US, $10,000 in Thailand and $13,000 in Singapore, but $8500 in India. Similarly, in the US for a bone marrow transplant you will have to pay around $400,000, in UK $150,000 but in India it will cost just $30,000. No matter what treatment you opt for, you are going to save around 70-75 percent of the total cost including health or medical services, wellness travel, accommodation and food services. The cost of treatment in India is much lower, almost three times less expensive in comparison to a number of western countries such as the United States and United Kingdom

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Conclusion

Study tries to conclude that the potential of Maharashtra in particular can be tapped due to its several strengths highlighted in the study. Moreover it is also important to revive the Medical Tourism Council of Maharashtra as it can act as coordinating body with the several stakeholders involved in the medical tourism sector. Timely advantage of the same will help Maharashtra to align its broader policies in incorporating several infrastructure projects focusing on this niche too. International connectivity with Mumbai International Airport becoming one of the busiest also gives the account of number of international tourist visiting India. Summing up the potential matched with growing population in many European and other countries can be an advantage for India in general and Maharashtra in particular. MTCM can convert this advantage into sustainable advantage.

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Relevance of Research (TOI dt.31.5.17)

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Relevance of Research (TOI dt.31.5.17)

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Relevance of Research (TOI dt.31.5.17)

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Relevance of Research (TOI dt.31.5.17)

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References Bookman, M. & Bookman, K. (2007): Medical Tourism in Developing Countries ―, New York :Palgrave Macmillan Carrera, P.M. & Bridges J.F.P (2006): Globalization and Healthcare: Understanding Health andMedical tourism , ‖ Expert review of Pharmacoeconomics and Outcomes Research, 6(4), pp.447-454 CII-McKinsey (2002): Health Care in India: The Road Ahead , CII, McKinsey and Company and Indian‖Healthcare Federation, New Delhi Connell, J. (2006): Medical tourism: Sea, Sun, Sand and … Surgery , ‖ Tourism Management, 27 (6), pp.1093-1100 Dogra, Sapna (2003): Can Delhi Be a Successful Model for Medical Tourism? Express HealthcareManagement, 1-15 SeptemberGauravjeet Singh (2003): Medical Tourism in India: Strategy for its Development, Crisil Young Thought Leader Series. Goodrich, G.& GoodrichJ.(1987): Healthcare Tourism-An exploration study, Tourism Management, September, pp.217-222 Kaur, J., Sundar. G H., Vaidya D., and Bhargava S. (2007). Health Tourism in India Growth and Opportunities. Proceedings, International Marketing Conference on Marketing & Society, 415-422 Kohli, Shweta Rajpal (2002): Medical Tourism Growing at 30% a Year Peacock, L. (2009): Medical Tourism in IndiaSharma, Anupama (2014): Medical tourism: Challenges and future prospects, International journal of business and management intervention, New Delhi Shweta Mishra (2014): Prospects in Medical Tourism – India, Journal of Tourism: Contemporary Perspective, Vol. 1 (1), pp. 13-17 S.S.Rose Mary (2014): Medical Tourism in India- Its Strength, Weakness, Opportunities and Threats, Scholar World- IRMJCR, Vol. 2 (1), pp. 116-120.Tyagi & Lama (2016): A Study of Perspectives and Challenges for Medical Tourism in India: ICRTESM 2016, pp. 1170-118

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Thank You !!!