medical tourism lithuania - lrveimin.lrv.lt/uploads/eimin/documents/files/... · traditional...

Medical Tourism: approaches and success stories approaches and success stories

beyond surgery

László Puczkó

Managing director

Lot o

f bu

zzing

...Health

Longevity

Care

Body-Mind-Spirit

Spa

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lpuczko@xellum.hu

Lot o

f bu

zzing

...

Vitality

Ageing

Activity

Wellness

Health is a state of complete

physical, mental, and social well-being

and not merely the absence of

disease or infirmitydisease or infirmity

WHO 1986

Wellbeing, Quality of Life

Social

Relation-

ships

EmotionalFinancial

Material

Work

Health

QoL

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Emotional

Wellbeing

Quality

of

Environ-

ment Personal

Safety

Belon-

ging

Material

WellbeingQoL

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Source: GSS 2011

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Source: Euromonitor 2011

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Source: Euromonitor 2011

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Source: Euromonitor 2011

Mainstream

travel for

health as of

� Surgical interventions

� Pastic surgery

� Dental services

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health as of

today

� Dental services

� Interventions not permitted

in certain countries

Wellness & spa resorts and

hotels

Niche

travel for

� Evidence based wellness

(rituals, traditions...)

� Holistic and spiritual services

� Traditional Chinese and

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travel for

health as of

today

� Traditional Chinese and

Korean Medicine (TCM &

TKM)

� Thalasso

� Natural health

� Cross-over between medical and

lifestyle-based wellbeing

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What is Hardly

Known or Used?

lifestyle-based wellbeing

Global Health Services Grid

H

E

A

L

Medical

He

alth

mo

tiva

ted

CruisesMedical

wellness

Therapeutic

Recreation

Rehabilitation

(lifestyle)

Occupational

Wellness

Medical (non-

invasive)

Healing &

Recuperation

Rehabilitation

(illness

related)

Cosmetic

SurgeryDentistryOperations

Medical

(Surgical)

Thalasso-

therapy,

Nutrition

&

Detox

Program-

mes Hotels &

Resorts

Hospital

Medical

(diagnostic)

Clinics

Speciality

outpatient

facilities

Thermal

Treatment

Centres/

Mineral

Baths

MediSpas

Longevity

Centres

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L

T

H

Wellness

mo

tiva

ted

trav

el

HolisticSpiritualYoga &

meditationNew Age

Leisure &

Recreation

Beauty

treatments

Sport &

FitnessPampering

wellnessRecreation(lifestyle)Wellness

Types of services

Resorts

Ashrams &

Retreats

Leisure

centres

Meditation

Centres

Types of facilities

Destination

Spas

Club & Day

Spas

Health Cities

Drivers

• Lack of insurance

• Lower cost

• Better quality care

• Procedure unavailable at home

• Shorter waiting periods

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Challenges

• Concerns about quality

• Logistical issues

• Lack of follow-up support and care

• Uncertainty over malpractice issues

• Crowding out of domestic patientsSource: Euromonitor 2011

Which Qualities can Make the Difference?

1. Price

2. Quality

3. Reputation of

(hospital/clinic)

4. A specific doctor

6. Faster access

7. Services provided

8. Good location

9. Government

exchange program

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4. A specific doctor

5. Technology

available

exchange program

10. Non-FDA

approved

therapies

11. ...

High-end Medical Services

Traditional

� Expensive materials

� Tangible services

� Price

Contemporary

� Location

� Intangible services

� Time available

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� Price

� Global brand

� Generic services

� ‘Names’

� Time available

� The concept

� Local brand

� Local assets and knowledge

� ‘Names’

Western Europe� Preventative

� Emphasis on mental as well as physical health

� Lifestyle-based approach to health and wellness

� Complementary and alternative (drug-free) treatments growing in popularity

� Spas tend to offer relaxation

CEE� Curative

� Emphasis on treatments and therapies for the physical body

Health Tourism

Services

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� Spas tend to offer relaxation and beauty treatments

therapies for the physical body

� Limited knowledge of lifestyle-based wellness

� Mainly conventional medicines administered by doctors or through pharmacies

� Spas usually offer medical treatments supervised by practitioners

Assets Benefits

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Assets Benefits

Evidence & Trust

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Results & Benefits

25 Hotels

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14 seawater therapies

� The turnover of the total market (private and public

sectors) is estimated at around €125 M, 90% of which is

offered by private service providers.

� Nearly 300,000 - 400,000 medical tourists arrive in Hungary

yearly, and around 50-60% of them are treated at private

clinics.

� There are around 600-800 private clinics for surgical� There are around 600-800 private clinics for surgical

medical tourism, most of which offer dentistry (80%),

cosmetic surgery, eye surgery; IVF and a small amount of

obesity surgery.

� Public clinics or hospitals tend to focus on gynecology,

cancer, cardio-vascular treatments, and eye surgery.

Hungary

� Hot spring or medical waters can be found in over 80%

of Hungary.

� Nearly 300 hot spring waters are used for bathing and

in 385 settlements all over Hungary there are

baths/spas with healing water.

� The National Health Tourism Development Strategy in

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� The National Health Tourism Development Strategy in

2007 identified 17 baths of international significance,

60 baths of regional, and a further 110 baths of local

significance. About 130 mineral and medicinal springs

are located in the capital, Budapest.

� There are 13 Hungarian settlements with „health

destination” qualification.

Hungary

� Bathing culture (sometimes referred to as ‘spa

culture’) is nearly 2000 years old, going back to pre-

Roman Celtic times and including the Turkish

occupation in the 16th century, which left a legacy of

(Turkish) baths especially in Budapest.

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(Turkish) baths especially in Budapest.

� Because bathing culture is based on natural

resources, thermal and medical tourism have always

played an important role in Hungarian tourism, and

attracted international medical tourists and domestic

tourists.

� Overall, health tourism in Hungary yields an

income of 368 million EURO.

� The registered market of tourism based on

medicinal waters– including the domestic

and international turnover – was estimated

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at about 147 million.

� Dental tourism alone yields a similar sum of

revenue (ESKI, 2009).

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Source: VITUKI-MAFI-Aquaprofit (2006)

Supply in Hungary

� 85 thermal baths

� 92 locations with

wellness baths

� 10 spa hospitals

� 8 aquaparks

� 5 healing caves

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� 107 wellness

hotels

� 52 spa hotels

� 5 healing caves

� 1 mofetta or carbon

dioxide healing bath

Norway (€) Hungary (€)

Filling 75 61

Root treatment 250 130

Crown 650 260

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Crown 650 260

Implant 2,500 753

Check-up 150 Free

Consultation 200/hour Free

Dental Tourism

in Hungary

� € 15 M support (EU and

government combined)

� Upto 60% non-refundable

support for technology

� Upto 78% non-refundable

support for marketing

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�‘Double the results!’

� Trends may go opposite way

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Source: Euromonitor 2011

� Russia US$590 million

� Mexico US$180 million

� Philippines US$160 million

� Thailand US$150 million

� United Arab Emirates US$130 million

Highest absolute sales growth 2010

Win

ne

rs

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Lowest absolute sales growth 2010� Germany -US$120 million

� France -US$17 million

� Italy -US$6 million

� Czech Republic -US$3.4 million

� South Africa -US$1.5 million

Loo

sers

Source: Euromonitor 2011

� Philippines US$880 million

� USA US$800 million

� Mexico US$775 million

� Thailand US$670 million

� Russia US$560 million

Highest absolute sales growth 2010-2015

Win

ne

rs

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Lowest absolute sales growth 2010-2015� Germany -US$24 million

� New Zealand US$0.1 million

� Croatia US$0.2 million

� Slovakia US$0.5 million

� Bulgaria US$1.1 million

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Source: Euromonitor 2011

The Future Localisation of Major Global Concepts

Wellpital

/

Medhotel

SpaLiving

Environ-

ment

Eco-Fit

Resorts

Dream-

scapeMySpa

Hol-Life

Retreat

Well-

Working

Budget

Spas

Europe

Northern � � � �

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Western � � � � � � �

Central &

Eastern� � �

Southern � �

• Merging tools for personalisation (from pre-surgery consultation to e-health) M

• Evidence –based medicine E

• Diversification by choice, by therapy, by doctors D

• Intra- and international travel I

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I

• Cross-over medical approaches aiming at total health C

• Alternatives: shift from procedures to results and benefits A

• Longevity and active ageing L

lpuczko@xellum.hu

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