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"Requirements for a successful marketing campaign to attract medical tourism"

Dr.Nael Al-Masalhah Al-

Dr. Nael AlMasalhah

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Healthcare Crisis

· HealthCare Costs Continuing to Rise ­ Crisis getting worse with no

solution in sight.

· The cost of health care has been rising at a rate much higher than

inflation and family incomes.

· Many people are looking for creative solutions

·What does this mean for Medical Tourism?

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Medical Tourism Defined

What is Medical Tourism? Medical Tourism occurs when people who live in one country travel to another country to receive medical, dental and surgical care for either better quality, better availability, better access, or for better pricing than they have in their own country.

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Consumer Interest in Outbound Medical Tourism

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Medical Tourism Opportunities

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Jordan Opportunities with Muslims

· ·

It is estimated that Almost 21% of the people in the world are Muslim Estimates (Council on American-Islamic relations) over 1.2 billion Muslims around the world

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Middle East

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No current infrastructure in place for top quality hospitals and healthcare (Except for Jordan!!!) United Arab Emirates estimated spending $2 billion dollars last year in sending patients overseas for medical care. Most Middle East countries do not have hospitals that provide high quality of care and experienced doctors. Required to outsource medical care. Many Middle East people going to Thailand, Europe and America. Difficult to get VISA to US after 9/11, and Saudi Arabia cut back reimbursements for Saudi's to Europe, so significant opportunities.

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Asia

Patients from Asia looking to travel to where the best possible medical care is. · Chinese patients have traveled for healthcare due to high cost and lack of quality. · Japanese patients travel for healthcare for better quality.

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Understanding the Medical Tourism Patient

· · · ·

You need to meet the expectations of the patient Every patient will be different as will their expectations. You must talk to each patient to find out what their individual expectation is. Individual Expectations :

1) the patient may not be able to afford treatment at home, 2) may be embarrassed to get surgery at home, 3) may want privacy during treatment and recovery, 4) May want a high level of quality they can't afford at home.

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Why are they traveling?

·

· · · ·

Cost ~They are mainly traveling for savings. The Treatment must be significantly less expensive then at home. The quality must be equal to or higher than at home. The price agreed to before hand should be the price. Language and culture of patients want to similar to close to language and culture clinic/hospital. Safety in the country they are traveling to.

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What Surgeries are they going for?

Orthopedics ~ Hip, Knees, Back or Spine Cancer Treatment ~ Diagnostics, Cyberknife, Stem Cell Heart Procedures ~ Angioplasty, Bypasses, Valve Replacements,

Stem Cell Therapy

Transplants ~ Liver, Kidney, Lung Dental Treatment ~ Implants, Whitening, Orthodontics Bariatric Surgery ~ Lap Band, Gastric Bypass, Gastric Sleeve Alternative Treatment/Wellness ~ Spa treatments, Stem Cell Cosmetic Surgery ~ Face Lifts, Breast Implants, Corrective

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Sample Cost Differences

Heart Bypass USA India Korea $130,000 $9,000 $34,150 Thailand Singapore Costa Rica $11,000 $16,500 $24,000 Mexico $22,000

Knee Replacement USA India Thailand Korea $40,000 $8,500 $10,000 $24,100 Hip Replacement USA India Korea $43,000 $7,100 $11,400

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Singapore Costa Rica $11,100 $11,000

Mexico $12,000

Thailand Singapore Costa Rica $12,000 $9,200 $12,000

Mexico $14,000

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Medical Tourism & Baby Boomers

· 62% of 50 to 64 year olds reported they had at least six chronic

conditions (hypertension, high cholesterol, arthritis, diabetes, heart disease and cancer). As Boomers age, this number will grow from almost 8.6 million today (about one out of every 10 Boomers) to almost 37 million in 2030. By 2030, there will be nearly twice as many adult physician visits as there were in 2004, and Boomers will account for more than four of every 10 of these visits. By 2030, if all Boomers with diabetes receive recommended care, they will need 55 million lab tests per year ­ 44 million more than today. Physician office visits will number more than one billion by 2020. Four out of 10 will be Boomers. The increase in longevity of Boomers ­ on top of advances in medications, less invasive treatments and diagnostic testing ­ will greatly increase the demand for cardiology.

· · · ·

Reference: A joint report from First Consulting Group and the American Hospital Association, titled "When I'm 64: How Boomers Will Change Health Care." Dr.Nael Al-Masalhah 13 Al-

How to Increase Your Patients

· · ·

· · · · ·

Cost, Quality and ability to speak the patient language Need to listen to the patients Follow up consistently via phone, email, and more. Be aggressive with your communication. Many clinics/hospitals fail with this. Assist with travel arrangements. Quote in the patients home currency if you can. Have a great website. Be transparent with your quality and pricing Referrals and Word of mouth advertising is extremely important.

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Importance of Accreditation

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Judging the Quality?

· ISQUA · JCI · Trent · Canadian Accreditation · Australian Accreditation

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Importance of Accreditation

· What does Accreditation mean? · Which Accreditation Program is right for you? · Accreditation as a tool for marketing? · Do patients know the accreditation system? · Costs? · Benefits of Accreditation

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Successful Market Penetration Techniques

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Marketing Myths & Failure

create a pretty glossy brochure of your hospital and Most Hospitals

fail when it comes to marketing to foreign patients.

Can't just open your door and think foreign patients will come. Can't just build a website and think patients will come. Can't just partner with one company in foreign country and think the patients will start to come. Can't just attend one conference and think people will come.

Can't think people will come.

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Actively Marketing

Need to actively market aggressively and have a strategic marketing plan. Need to know what region/patients you want to attract and how you will market to those patients. Need to make sure for every patient that comes they have an amazing experience, - word of mouth marketing. If they don't you won't get patients. Need to create tie-ups, business relationships with medical tourism companies/facilitators and insurance companies.

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How Does a Jordanian Hospital/Clinic Seize the Opportunity

· ·

Developing International Patient Department Having Procedures in place to handle foreign patients flow Having Access to "buyers" who will send you patients, i.e. medical tourism companies/ brokers, insurance companies, and direct access to the patient

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JORDAN as a successful marketing for medical tourism

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. . . 1970 .

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1970 1972 1973 1985 1987 1995 2004

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1.5 : . : . . : . : . .

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. . . . .

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/

.

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/

. .

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10000

30 25 20 15 11.9 10 5 0

Jordan USA

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25.6 20 16.9 14.4 9.7 5.2 3 Jordan USA SA Iran Egypt Morocco Thailand UAE Syria

SA

Iran

Egypt Morocco Thai

UAE

Syria

MOH 2006 (SA, JO, Egypt)2000 References 32 WHO

10000

100 90 80 70 60 50 40 30 20 10 0 15.5 7.2

Jordan USA Bahrain Egypt SA Morocco

93.7 Joradan USA Bahrain Egypt SA Morocco Iran Thiland UAE Syria

55 35 34.6 35.2 19

11.9 13.7

Iran Thailand UAE Syria

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References WHO 2000 2004, MOH 2006 (SA, JO, Egypt)

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10000

12 10 8.8 8 6 4 2 0

Jordan USA Bahrain Egypt SA Morocco Iran UAE Syria References WHO 2000, 2004, MOH 2006 (SA, JO, Egypt)

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12 Jordan USA Bahrain Egypt SA Morocco Iran UAE Syria

7.1

2.9 1.4

3.5 2.4 2

4.14

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Quality

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. . : OHSAS HACCP ISO JCI King Abdullah II Award for excellence

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:

. . . ( ) . .( ) , . . .

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:

" HMIS (Hospital Management Info System) -1 " . :PACS -2 ( & ) .

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:Video Conference [Telemedicine] -3 .... : Controlling Systems -4 . GPS " " . . ( ):Voice Recognition Extension -5 " " . :Internet -6 . (Online Education)

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Prices

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.

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Specialties needed by foreign patients

others; 18% urology; 3% chest; 4% nephrology; 5% general; 6% cancer; 6% ophthal; 8%

cardiac; 14% neurology, 12%

internal med; 12%

orthopedics , 12%

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Hospitals that attract medical tourism

Others 39%

Large Hospitals 61%

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Middle east patient travel

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Patients Travel in the Middle East : Gulf states

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Patients Travel in the Middle East : Syria

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Patients Travel in the Middle East : Sudan

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Patients Travel in the Middle East : Palestine

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Patients Travel in the Middle East : Libya

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Patients Travel in the Middle East : Iraq

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Patients Travel in the Middle East : Yemen

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26 - - ...... : ......

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« » « »

From : http://blogs.albawaba.com/theoutsidersomali/65913/2007/11/07/75904

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2007 /11/07 * :( ) ..... ... « » . « » . » .... « .

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« » 500 100

2007/12/06 «» 500 100 . . 4 2007 «»

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2007 5 . .

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Requirement for a success Medical Tourism. Dr. Nael Al-Masalhah Thank You

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Microsoft PowerPoint - Presentation Dr. Nael Masalha

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