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Positioning Turkey in Medical Tourism Hub

Positioning Turkey in Medical Tourism Hub. Content. Turkey As MT destination Key drivers to support the MT Factors impacting MT GCC as potential market for Turkey MT. Who is going where for Medical Tourism….

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Positioning Turkey in Medical Tourism Hub

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  1. Positioning Turkey in Medical Tourism Hub

  2. Content • Turkey As MT destination • Key drivers to support the MT • Factors impacting MT • GCC as potential market for Turkey MT.

  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

  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.

  5. 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) • Niche services positioning • (specific treatments) • Cuba (for ophthalmology) • Philippines (spa treatments & therapies) • Japan (Radioactive therapies for cancer) • 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%)

  6. Medical Tourism – The Approach Price benchmarking with other destinations Understand target markets for MT Identify priority health services Medical Tourism Marketing of identified health services in China Health facilities and hotel tie ups Tourism, travel and visa support

  7. 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.

  8. 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

  9. 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

  10. 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.

  11. 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.

  12. 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

  13. 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.

  14. 50% of 6 mn medical tourists go to South East Asia and C&E Europe for treatment 6 mn • Source: Various market reports incl. estimates from Deloitte Medical Travel Report 4 mn 2 mn

  15. Industry Drivers: Factors that have lead to the rise of Medical tourism • Source: Healthcare Special report - EIU 2011)

  16. 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 GCCpeople 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

  17. GCC Population has grown considerably over the past 5 years 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 region’s population.

  18. GCC Population is expected to rise to over 50 mn in 2025 • 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 region’s developing economies. Source: International Database- Census bureau

  19. GCC – Health Indicators and Risk Factors 83% 66% 71% 69% 76% 79% NCD’s a % of total for cause of mortality % Overweight out of total population 71% 56% 69% 72% 79% 71% % Obesity out of total population 33% 21% 33% 33% 42% 33% % at risk from raised blood pressure 33% 34% 29% 37% 35% 28% WHO: Non communicable diseases country profiles 2011

  20. 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

  21. Thank You Laila@hbb.ae

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