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© 2003 - 2009
Health-related Services – Involving Some Travel
Health in the Context of Tourism
Tourism in the Context of Health
© 2003 - 2009
© 2003 - 2009
Medical Tourism Magazine – Issue 12 (2009)…Europe
“Greece - A Future Olympus of Health and Medical Tourism”
…a health tourism destination with unique attributes.
…Greece will be targeting a consumer demographic which is not primarily “price sensitive”, takes top quality and standards for granted and is looking for such attributes as ambience, sophistication, elegance and flair.
…in 2007 healthCare cybernetics (hCc) took the initiative of initiating a national-level domain integration and development project.
© 2003 - 2009
What is “Health Tourism”?
“umbrella” term – but an inverted umbrella
services related to health and involving some travel
(…even within your own country)
© 2003 - 2009
Medical Tourism
Services offered by a Medical Doctor (USA – Physician)
– or under his supervision
© 2003 - 2009
To fully understand and appreciate Health Tourism
…consider it in the context of its “Segments”
(the flavors of Health Tourism)
© 2003 - 2009
8 Tourism Segments...in the context of Health
Medical Tourism Dental Tourism Spa (and Thalassotherapy) Tourism Wellness (and Fitness) Tourism Sports Tourism – in the context of Health (not for spectators) Culinary Tourism – in the context of Health
(the new – molecular - Traditional Cuisine) Accessible Tourism (for those with Health-related needs) Assisted Residential Tourism (Ambient Assisted Living Abroad)
…but more about this later
© 2003 - 2009
8 Tourism Segments...in the context of Health
DISCLAIMER
Health Tourism not: Claim ownership of any Tourism Sector or Niche Does not aim to deprive any Tourism Sector of its Uniqueness and
Identity
Health Tourism does: Help Tourism Sectors expand their markets Encourage Tourism Sectors to form Trans-industry Alliances
© 2003 - 2009
Where is Health Tourism being offered?…and since 2004, where isn’t it?
CBC News Online - June 18, 2004
hCc currently monitors health tourism related activities in more than 120 countries
…a recent entrant: Uganda
YOU HAVE ALL SEEN THIS BEFORE this was then
© 2003 - 2009
Where can it be offered?
Any and every tourism destination can develop and offer
Health-related Services (i.e., Health Tourism)
…even if these are of the Boutique category
© 2003 - 2009
Conventional Tourism
…no longer sells - anywhere
start thinking in terms of Special Interest Tourism
Why Health Tourism?
© 2003 - 2009
Health Tourism…a truly Multi-disciplinary Industry
A lot more than the sum of its two “nominal” parts
H + T = (H + T)X
…just take a look at the Stakeholders – in more than 16 Sectors
© 2003 - 2009
Industries - as Stakeholders…Health Tourism is more than the sum of its two “nominal” parts
Healthcare Services Provision Pharmaceutical Industry Also Equipment , Devices and Supplies Tourism Travel / Transport Hospitality – Hotel - Restaurant MICE
(Meetings, Incentives, Conferences and Exhibitions)
Insurance Actuarial Profession
Finance
© 2003 - 2009
Industries - as Stakeholders…Health Tourism is more than the sum of its two “nominal” parts
Sports Education Real Estate and Construction Engineering
Civil Mechanical Environmental Smart Home / Universal Design
ICT(Information and Communication Technology)
The Legal Profession The Media (4th Estate)
The Taxi Driver is a Health Tourism Stakeholder
© 2003 - 2009
Health Sector Tourism Sector
Hotel
• Accommodation
• Convalescence
Travel
• Travel Arrangements
• Destination Program Management
• Medical Tourism Facilitation
Restaurant
• Culinary Tourism
• Special Diets
MICE
• Industry Events
+ALLIANCES
Medical
Dental
Spa
Wellness
Sports
Culinary
Accessible
Assisted Residential
© 2003 - 2009
but - how do you Make Health Tourism?
The Blueprint and Roadmap
© 2003 - 2009
Implementing a Health Tourism Industry-shaping Project
© 2003 - 2009
start with Domain Integration
…the foundations for Health Tourism Development
© 2003 - 2009
Health Tourism Industry-shaping Project… vindication and validation
Domain (ecosystem): Integration Clustering Administration Development Promotion
hCc’s Universal Model and approach vindicated and validated by an article (by three Deloitte Executives) in:
Harvard Business Review
“Shaping Strategy in a World of Constant Disruption”
October 2008
© 2003 - 2009
Health Tourism…what it is and what it can be
Develop what you have to Create what can be
you must have a vision and a dream – and must “persist”
© 2003 - 2009
The broad view and inclusionary spirit
…the long tail*
Health Tourism draws from a lot more than just the Health and Tourism sectors
* …wider choice leads to increased demand
(Chris Anderson – Editor WIRED Magazine)
© 2003 - 2009
The ht8 Approach…to Health Tourism Development
Destination Development based on 1 or 2 Segments
…(in view of competition) not a viable proposition
You need: “Scale (size) Diverse range of service offerings
…to address a broader market
© 2003 - 2009
Why?…the advantages
Broader and larger market (not all health tourists are looking, for example, just medical tourism)
Scale (Broader Industry - size is very important in influencing perceptions and inspiring confidence)
© 2003 - 2009
Why?…the advantages
Insurance Policy (by having 8 “products” – should the demand for one diminish, you still have 7 others to keep you going)
Exploit the “Long Tail” phenomenon (increased choice creates increased demand)
Cross referrals between Segments (the providers of one service category can refer to and receive referrals from providers of the other segments – increasing business for all)
© 2003 - 2009
Becoming a “Health Tourism 8” Destination
ht8 Destinations are those which offer services in all 8 Segments: Medical Tourism Dental Tourism Spa (and Thalassotherapy) Tourism Wellness (and Fitness) Tourism Sports Tourism (not for spectators) Culinary Tourism (the new – molecular - Traditional Cuisine) Accessible Tourism (not what you think) Assisted Residential Tourism (Ambient Assisted Living Abroad)
© 2003 - 2009
Health Tourism 8
Health Tourism Destinations: Regions Countries Cities Resorts
www.healthtourism8.com
© 2003 - 2009
Health Tourism Integration and Development Projects…Greece – one example
The National-level Project
© 2003 - 2009
Health Tourism Integration and Development Projects…Greece – one example
The 9 Local-level Sub-Projects (alphabetically)
Destinations
Athens
Corfu
Crete
Evia
Kos
Rhodes
Samos
The Peloponnese
Thessaloniki
© 2003 - 2009
Health Tourism Map of Greece
Medical Tourism
Dental Tourism
Wellness (and Fitness) Tourism
Spa Tourism
Sports Tourism
Culinary Tourism
Accessible Tourism
Assisted Residential Tourism
www.healthtourismmap.gr
© 2003 - 2009
Greek Leading Hospitals…Medical Tourism Services Providers
www.greekleadinghospitals.com
Showcasing the leading Greek Hospitals addressing Medical Tourism
© 2003 - 2009
Combined Event
South Africa - April 2010
© 2003 - 2009
Health Tourism EventsMeetings, Conferences, Congresses, Exhibitions
Greek Health Tourism Integration Conference – 2010
World Health Tourism Congress+
International Integration Health Tourism Conference
…2011 in Greece (?)
© 2003 - 2009
Health Tourism Education and Training…from Empiricism to Professionalism
New economic domains usually start out developing empirically – but this is not sustainable, in the face of sophisticated international competition
Education and even Research is a prerequisite to competitiveness and sustainability
…the message is clear and simple
www.healthtourismeducation.com
www.healthtourismcareers.com
© 2003 - 2009
And the Need for Education…and Vocational Training
Health Tourism Development
4-Day Seminar – Dubai
2-Day Seminar – Cyprus
Scheduled:
• Iceland
• Croatia
• Turkey
• Egypt
• Greece
© 2003 - 2009
Designated (and co-funded) the Seminar as: “Program of Vital Significance”
Human Resources Development Authority (Cyprus)
Cyprus Chamber of Commerce and Industry
© 2003 - 2009
Health Tourism Studies…Multi-disciplinary Education – for a Multi-disciplinary Industry
Collaboration between:
Educating and Creating the Industry Leaders
International “Firsts”
© 2003 - 2009
The International Health Tourism Research InstituteIndustry and Market Research
…based in Greece
© 2003 - 2009
Textbook of Contemporary Health Tourism…2009
ISBN 978-960-92725-0-6
www.textbookofhealthtourism.com
© 2003 - 2009
ISBN 978-960-92725-1-3 – initially only to Alpine College Students
www.healthtourismcoursebook.com
© 2003 - 2009
Health Tourism Dictionary…and Sector Terminology (2010)
www.healthtourismdictionary.com
© 2003 - 2009
Jobs and Career Opportunities
www.healthtourismcareers.com
© 2003 - 2009
Provider of non-health-related Services…a less obvious example (more than 25 Books)
A Medical Tourism Thriller set in the USA and India (now a TV Series)
© 2003 - 2009
Leila Wilcox
…and the role of Mentoring
© 2003 - 2009
From “Halos ‘n Horns”
www.halosnhorns.co.uk
To “Medical Tourism Insurance”
www.angelisgroup.com
…a story goes with it
© 2003 - 2009
In times like these…and the need for Versatilists
Times like these mandate fewer:
• Employees
• Staff
• Operatives
• Executives
…and these will need to be:
• Better educated – trained
• More versatile (be capable of wearing more than one hat)
© 2003 - 2009
Health Tourism at a RE+D Symposium?
• Ministry of Tourism
• Ministry of Health
• A Medical Tourism Services Provider
• A think and do tank
© 2003 - 2009
Audience
• Managers - Bank RE
• Real Estate Finance Banks
• Real Estate / Property Developers
• Private Capital Investors – Private Equity Firms
• Consultants
• Law Firms
• Evaluators
2008
© 2003 - 2009
Domain Investors / Financiers…and purse string holders
Domain Investors / Financiers Venture Capitalists Buyout Firms Sector Investors (including Private Equity Investors) Banks
The Challenge:
How to Identify, Locate, Address and Persuade them
and let’s not forget the “decision makers”
© 2003 - 2009
From our Athens Correspondent (1 April, 2009 – 2:00 a.m.)
…healthCare cybernetics is abandoning Health Tourism
and going into Gaming
© 2003 - 2009
Learning and Understanding Analysis, Strategic Thought and Planning Design and Development
www.journeytohealthistan.com
…through Game Theory and Gaming
© 2003 - 2009
Health Tourism – the future’s so Bright!…I gotta wear shades
a few left – at eBay
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