Benchmarking Hospital Medical Travel and Health Tourism Services


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Creating an international patient division and marketing department does not guarantee success in attracting and keeping medical tourists. What does?

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Benchmarking Hospital Medical Travel and Health Tourism Services

  1. 1. Benchmarking against the most successful providers – is this for you? Julie W. Munro Founder Medical Travel and Health Tourism Quality Alliance MTQ U A
  2. 2. The most established and successful hospital players in medical tourism <ul><li>Bumrungrad International </li></ul><ul><li>Parkway </li></ul><ul><li>Clemenceau </li></ul><ul><li>Each have unique features that will be difficult to copy. </li></ul>
  3. 3. Advantages that set them apart and make them successful. Technology Business plan International services Experience Outside agents plus “ American managed” or “American associated”
  4. 4. Features of “American style management” The good … Efficiency Sophisticated marketing and public relations Customer service Entrepreneurial Understanding of American insurance Governance/ broad perspective
  5. 5. Features of “American style management” … and the bad: Lack of empathy Patient as customer Profit focus (short term) Insurance focus Attitude of entitlement
  6. 6. <ul><li>Unique in Asia </li></ul><ul><li>American hospital management (Tenet Hospitals) </li></ul><ul><li>Strong support of family owners and patriarch </li></ul><ul><li>Continuing investment in physical plant </li></ul><ul><li>Priority on international certification of physicians </li></ul><ul><li>Own network of “agents” and representatives (NOT facilitators) - 21 regional “offices” </li></ul><ul><li>Dedicated 24/7 inquiry department with 25 staff </li></ul><ul><li>Sophisticated use of public relations </li></ul>
  7. 7. <ul><li>ParkwayHealth </li></ul><ul><li>National Healthcare Group ( ) </li></ul><ul><ul><li>NHG International Patient Liaison Centre SingHealth ( ) </li></ul></ul><ul><ul><li>SingHealth International Medical Service </li></ul></ul><ul><ul><li>SingHealth International Patients International Patient Service Centres Parkway Group Healthcare Medical Referral Centre </li></ul></ul><ul><ul><li>Raffles International Patients Centre </li></ul></ul><ul><ul><li>National Healthcare Group International Patient Liaison Centre </li></ul></ul><ul><ul><li>Singapore Health Services (SingHealth) International Medical Service </li></ul></ul><ul><ul><li>Pacific Healthcare International Medical Assistance Centre </li></ul></ul><ul><ul><li>Mount Alvernia International Patients Service Centre </li></ul></ul><ul><ul><li>Thomson Medical International Patient Centre </li></ul></ul>
  8. 8. <ul><li>Clemenceau </li></ul><ul><li>Hospital </li></ul><ul><li>Beirut </li></ul>
  9. 9. <ul><li>Level 2 - The contenders / challengers </li></ul><ul><li>Wockhardt </li></ul><ul><li>Apollo </li></ul><ul><li>Netcare </li></ul><ul><li>Acibadem </li></ul>
  10. 10. <ul><li>Contenders have proved themselves: </li></ul><ul><li>Regional focus </li></ul><ul><li>Good governance </li></ul><ul><li>Good outcomes </li></ul><ul><li>Believe they have something unique to bring to the table </li></ul><ul><li>See an opportunity </li></ul><ul><li>But: </li></ul><ul><li>Small marketing team </li></ul><ul><li>Little if any understanding of business or patient needs and systems beyond the region </li></ul>
  11. 11. <ul><li>Level 3 - Newcomers </li></ul><ul><li>Some hospitals in Malaysia, Korea, Mexico, Turkey </li></ul><ul><li>See an opportunity </li></ul><ul><li>Believe in themselves </li></ul><ul><li>Have financial resources – self and/or government - to commit </li></ul>
  12. 12. <ul><li>Myths believed by most contenders and newcomers </li></ul><ul><li>You are unique </li></ul><ul><li>You are a full-service corporation </li></ul><ul><li>Your patients are customers </li></ul><ul><li>You have a “field of dreams” – If we build it they will come </li></ul><ul><li>You can make it alone </li></ul>
  13. 13. How do newcomers move up the ladder from being the new kid on the block to becoming a contender or challenger and one day becoming a big player – if that’s even in the future? Register at to attend free web seminars on this and other topics sponsored by the Medical Travel Quality Alliance. For more information, email  
  14. 14. Medical Travel and Health Tourism Quality Alliance C.I.P.A. C.M.T.C. MTQuA Seal of Quality MTQuA Partner Medical Travel Showcase