health travel abc

Health Travel ABCWebinar on Key Markets

13 January 2021

Health Travel ABC

A health travel manual for Finnish hospitals,

private clinics, medical tourism facilitators and

the hospitality sector

Launched in December 2020

Contractor: Visit Finland

Service Provider: HTI PARTNER

Source: Health Travel ABC

Agenda: Outlook on Key Markets

Key Markets:

Russia

China

UAE

Topics:

• healtht insurance systems

• medical tourist profiles

• treatments & destinations

• professional associations

• attracting patients

• digital marketing & events

• surveys’ results

HTI – Health Tourism Industry

Conference

Exhibition

Buyers

European Summit

Networking

Magazine

Consulting

Since 2011

Part 1: Russia

Health Insurance System in Russia

Russian Medical Tourist Profile

Preferred Treatments & Destinations

Attracting Russian Patients

Digital Marketing & Events in Russia

Survey - Russian buyers (B2B)

Dr Liudmila Andreeva, a medical travel professional from Moscow, and HTI representative for Russia

E: ludmila.andreeva@hticonference.com

Health Insurance System in Russia

• State health care system

• Personal medical insurance

SOGAZ, Absolute Insurance, VSK, AlfaStrakhovanie, Alliance Life, VTB Insurance, Ingosstrakh, Renaissance Insurance, RESO-Guarantee, and Rosgosstrakh

• Private clinics and hospitals

ABA-Peter, Medsi Group, European medical center, K+31 Clinic, Alfastrahovaniya Medicine, Branch CDC of Gazprom, SM-Clinic, and Family Doctors

Russian Medical Tourist Profile

1. State-of-the-art technology not available at home

2. Urgent necessity motivated by an inefficient health care system (waiting list, outdated equipment, the legality of procedures)

3. Desire to take better/unique procedures and remain anonymous (plastic surgery)

Five main motivations of Russians traveling to consume medical services:

• Advanced medical procedures/technologies not available at home

• Better quality of mandatory medical services

• Availability (shorter waiting time)

• Low cost of mandatory medical services

• Low cost of variable medical services

Most Wanted Treatments for Russian Patients

The two most sought-after treatments by Russians include:

• Diagnosis and treatment of oncological diseases.

• Cardiovascular surgery, e.g. usually coronary bypass surgery.

The types of treatment that are most in-demand among Russians are:

• Comprehensive examinations/screenings (medical check-up)

• Cardiology

• Orthopedics

• Dentistry

• Reproductive health (IVF, fertility); aesthetic surgery and cosmetology (rhinoplasty, changing body-size, liposuction)

Preferred Medical Destinations for Russians

Israel and Germany

Both recognized for offering their services in the Russian language.

New and cost-effective destinations:

• Eastern Europe (Hungary, Czech Republic), Finland, Turkey

• Asian countries (South Korea, India, Malaysia)

Those considering Finland live mainly in the St. Petersburg area, as shown by the recent study conveyed by Visit Finland

Attracting Russian Patients

Attracting Russian patients implies building a destination’s image by offering services and state-of-the-art technology not available in Russia, and speaking the Russian language at medical facilities.

Advertising

Sales promotion

Public relations

Standardization/certification/accreditation

Availability and transparency

Referrals

Set up an international patient office

Tips to consider:

• Advertising is only applicable to well-known medical services.

• The most effective sales promotion is a package offer; less effective are discounts because they would often scare the Russian patient, causing doubts about the doctor’s competencies.

• The image reflects the medical provider’s public perception in society, its contribution to the country's healthcare development, innovative potential, stability, and reliability.

• It is essential to create a strong professional network with Russian medical institutions and Russian and Finnish specialists to get referrals. Do not forget internships and joint conferences.

Digital Marketing in Russia

• Digital marketing and Search Engine Optimization (SEO) - Yandex controls over 20% of the Russian market (compared to 39% at Google)

• Social networks (Facebook, Instagram, VKontakte, and YouTube)

- Combination of interactivity and the possibility of personalization due to rapid feedback from users

- Joining groups that discuss medical problems and treatment methods

• Medical information portal for patients from Russia following the TripAdvisor principle - interactive platform between consumers from Russia and medical travel services providers from Finland

Health Travel Events in Russia

• Recreation Spa & Health-international expo and conference on medical and health tourism, September, Moscow

• InterMed international exhibition of medical treatment abroad, March, Moscow

• Med Travel Expo, international exhibition “Sanatoriums. Resorts. Medical centers ", December, Moscow

• Treatment abroad exhibition, Moscow MedShow, Autumn/Spring

• Medical tourism Saint-Petersburg, Expoforum Convention and exhibition center, September

Survey – Russian buyers (B2B)

Carried out in July 2020

Sample: 84 qualified B2B buyers (companies) consisting of travel agents, insurers, hospitals, associations, health travel portals

Number of qualified responses: 28

Russia, Q1.

Russia, Q2.

Russia, Q3.

Russia, Q4.

Russia, Q5.

Russia, Q6.

Russia, Q7.

TAKEAWAYS WHEN DOING HEALTH TRAVEL BUSINESS IN RUSSIA

Be present on the market

Offer services in the Russian language

Create a strong professional network with Russian medical institutions, and among Russian and Finnish specialists

Be active on social networks (Facebook, Instagram, VKontakte, and YouTube, YandexDzen)

Remember about lifestyle

Questions?

Part 2: China

Health Insurance System in China

Chinese Medical Tourist Profile

Preferred Treatments & Destinations

Attracting Patients to China

Key Professional Associations in China

Survey - Chinese Buyers (B2B)

Amy Yan Wang, a medical travel & education professional from Beijing, and HTI representative for China

E: amy.wang@hticonference.com

Health Insurance System in China

Facts149 million tourists

10% of Chinese population

Aug. 2019

Aug. 2020

11,953 21,429

88 1,471

11,865 22,900 34,765

Public PrivateHospitals Hospitals Total

1.3 billion90% of Chinese population

240 million by the end of 2021

Chinese Medical Tourist Profile

Most Wanted Treatments for Chinese Patients

Medical procedure

Preventive health care

Wellness and relax packages

Physical checkup

Cancer related testing, diagnosis and treatment

Preferred Medical Destinations for Chinese

USA: cancer treatment, complicated and rare diseases

Germany: sports medicine

Japan: proton therapy, cancer screening, health check-up

Switzerland: anti-aging

Finland: ?

Other

Attracting Chinese Patients

Accessibility / Marketing

Trust / Friendship

Sustainability / Long-term

Digital Marketing in China

Professional Associations in China

Beijing Business Aviation Association

Chinese Medical Doctor Association

Peking Union Medical College Hospital Training Center

Jiahui Health

Survey – Chinese buyers (B2B)

Carried out in July 2020

Sample: 30 qualified B2B buyers (companies) consisting of travel agents, insurers,

hospitals, associations, health travel portals

Number of qualified responses: 27

China, Q1.

China, Q2.

China, Q3.

China, Q4.

China, Q5.

China, Q6.

China, Q7.

Inquiries

Marketing Activities

Insurance Coverage

Brand Collaboration

Medical Park Alternative

Health Checkup Products

Technology and Hospital Management

TAKEAWAYS WHEN DOING HEALTH TRAVEL BUSINESS IN CHINA

Country brand

Healthcare marketing

Trustworthy partners

Business model

Persistence

Part 2: China

Amy Yan Wang

Medical travel & education professional from

Beijing, and HTI representative for China

E: amy.wang@hticonference.com

WeChat ID: AW1036

Contact Information

Questions?

Part 3: UAE

Health Insurance System in the UAE

UAE Medical Tourist Profile

Preferred Treatments & Destinations

Attracting Patients to the UAE

Digital Marketing & Events in the UAE

Survey - UAE Buyers (B2B)

Sandeep Vohra, a medical travel & investments professional based in the UAE, and HTI representative for the UAE & GCC

E: sandeep.vohra@roseview.enterprises

Health Insurance System in the UAE

• Comprehensive government funded healthcare

• Fast growing private healthcare system

• Mandatory health insurance for all residents of Abu Dhabi and Dubai

• Over 30 licensed insurers for providing medical health insurance

• Emirates nationals covered by government healthcare while expats by private

medical cover

• Top medical providers like Cleveland Clinic, Mayo Clinic and others present in UAE

UAE Medical Tourist Profile

• Two distinct type of traveler• Local Emirati patient funded by state

• HNI citizen or resident traveling on personal expense

• English spoken by most patients or family members• Arabic preferred by a minority

• Patient profile is upper middle to HNI • Personal expenditure is substantial

• Patients travel with at least one family member

• Personal help / assistance is always sorted after (preferred patient domicile)

• Top aspects of consideration - quality, attraction, affordability, accessibility andimage

Age Group of Medical Travelers %

Less than 40 years 31

41-50 Years 27.2

51-60 Years 24.1

61 Years and above 17.7

Most Wanted Treatments for UAE Patients

• The most common medical specialties were:

• Orthopedic surgery (13%)

• Oncology (13%)

• Neurosurgery (10%)

• Other treatments:

• Cosmetic treatment

• Rehabilitation

• Preventive treatments – dental, ophthalmology, genetic and food allergy

Preferred Medical Destinations for UAE Patients

• Over 20,000 patients supported in 2019• Total estimated expense USD 2B

• Preferred countries for treatment – Germany, Thailand, USA, Singapore & India

• Regarding destinations, patients had a lower relative risk ratio of seekinghealthcare in Germany in the winter.

• Endocrinology was the most common specialty sought in the UK.

• Key notable behavior• Travel for more than 30 days - 60%

• Less than 30 days - 37%

• Purpose of travel, medical services - 39%

• Combined with other activities like relaxing holidays (31%), sightseeing/ shopping (25%), business (5%)

Attracting UAE Patients

• To attract UAE patients, you need to:

• Know your customer – is the Emirati or a resident expat

• If the target is a resident expat – you need to know the nationality

• Who the payer is – insurance company, government or individuals themselves.

• Depending on the above, your target could be:

• An Emirati citizen seeking medical treatment

• An Emirati citizen traveling for a holiday and combining preventive or basic diagnostics and treatment

• An expat resident traveling back home for medical treatment

• An expat resident traveling for a holiday and choosing to get a minor surgery or medical treatment

Digital Marketing in the UAE

For an effective digital marketing for targeting the right patients in the UAE is to have a localized website that has a content relevant to UAE

For an effective digital strategy:

• Identify and know which medical traveler you are going to target

• Have a local version of the website that builds trust among treatment-seekers and customers

• Get your website discovered on Google using search engine optimization (SEO)

• Use targeted, appealing, and newsworthy content to educate potential customers

• Use social media to distribute content and connect with leads & customers in real-time

• Have customer referrals speak about the treatment that they received and experience they had

Health Travel Events in the UAE

• Arab Health – Dubai, end-January

• Arabian Travel Market – Dubai, end-April

• International Patient Experience Symposium – Abu Dhabi & Dubai, mid-November

• World Spa and Wellness Convention – Dubai, mid-February

• Expo 2020 (now moved to 2021) will have a series of events for medical tourism –

Dubai, October

• Specific „sales blitz” with local companies for targeting medical travelers

TAKEAWAYS WHEN DOING HEALTH TRAVEL BUSINESS IN THE UAE

Know your customer

It is unlike any other target market

Personal referrals make the most difference

One of the most educated medical traveler

Destination is as important as the services provided

KEY TAKEAWAYS WHEN DOING BUSINESS ON TARGET MARKETS

In Russia, offer services that are not available and offer high-end technology, build your public image and make use of word-of-mouth

In China, offer a strong brand and high-technology, and use social media influencers. Do not forget to cherish your network in China!

In the UAE, offer high quality, and build your attractiveness and good destination image

In general, look out for strategic local partners on target markets, and build up your network

Questions?

THANK YOU!

Leila Kresic-Juric

Managing Director & Partner

leila.kresic.juric@hticonference.com

www.hticonference.com