Medical Tourism in Asia
"Creating a Successful Branding for Your Hospitals"
What’s called medical tourism-patients going to a different country for either urgent or elective medical procedure-is fast becoming a worldwide, multibillion-dollar industry.
Medical tourism in Asia is growing rapidly, far outstripping the 4 to 6 per cent growth in general travel bookings predicted for 2007, with the number of medical tourist visits to many countries swelling by 20 to 30 per cent a year. The industry in Malaysia, Thailand, Singapore and India, currently worth around half a billion dollars a year in Asia, is projected to generate more than USD4.4 billion by 2012. Many hospitals and medical institutions that cater to the tourist market in Asia are amongst the best in the world.
Alongside with the growing number of surgery options from hospitals, many travel agencies have developed specialized packages, including a broad choice of rehabilitation and leisure activities, which can be integrated with the healthcare options. Hospitals and travel partners are actively working together to offer customized medical packages to travelers and their families.
Branding is about having a unique name that identifies a product; it’s also about creating a sense of trust. Hospitals have now started to use this mantra. Hospitals can definitely incorporate branding to improve their business prospects. Not only does it ensure a constant stream of patients, branding also opens windows of opportunity for business alliances. An example in this is the innumerable local hospital groups in India that have formed associations with Apollo Hospitals for its brand name.
- Branding also helps in getting a higher cost for shares during book building.
- Branding enhances employee satisfaction and thus results in low attrition rates. For medical professionals a branded hospital becomes the first choice to work in and be associated with.
- Branding is an experience and it is more than just providing the best-in-class technologies and treatments.
- Branding aims to convert each patient treated into a brand ambassador for the hospital.
An example of a successful brand is that of Mayo Clinic Hospital in Scottsdale Arizona, United States. Built in 1998 it is designed as a "healing environment". For the Mayo brothers, the best interest of the patient is the only interest to be considered. A soothing environment is provided through soft music. The corridors are extremely quiet and serene and a nurse station is less than 20 steps from any room. One will hear no announcements and visitors are never asked to leave. Also, the quality and quantity of time nurses spend with patients is predecided.
This Asia Healthcare 2008 regional conference cum workshop is designed to bring together leaders from the Asian Medical Tourism sector (ie. hospitals, airlines, tour agencies and hoteliers) together for 2 days to highlight their best practices on branding, which have made Asian Hospitals successful. The half day workshop will give you a hands on experience with case studies from various hospitals on their success and pitfalls and more so tools and ideas on how to build a successful brand around your hospital.
WHO SHOULD ATTEND?
CEOs, Managing Directors, Medical Directors, Marketing Managers / Directors, Business Development Managers / Directors, Director of Healthcare, Chief Surgeons, Chief Operating Officers, PR & Media from
• Health Ministries
• Tourism Authorities
• Public and Private Hospitals
• Healthcare Organisations
• Accreditation Bodies
• Healthcare / Medical Associations
• Medical Spas
• Medical travel agencies
• Property developers
• Hotel chains
• Airlines
• Insurance Organisations
• Managed Care Organisations
• Technology Solutions Providers
• Investors
• Financial Institutions
WHY YOU SHOULD ATTEND
1 Branding is a strategic investment for promotion of Medical Value Travel for your hospital.
2 Understanding the international patient needs and creating an appropriate Brand.
3 How Branding leads to customer loyalty and generates a positive word of mouth (Buzz).
4 How strong Brands lead to life time profitability.
5 How Employees deliver the Brand Promise and are the true Brand Champions.
6 Providing seamless service leading to great customer experience the role of different industries.
