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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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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
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
� 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).
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
� 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
Loo
sers
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
