1. Hospitality essentials for Cyprus' Health Services
Annual General Meeting
for the distinguished members of the
Cyprus Health Services Promotion Board
Presentation by Hospitality in Health
January 16th, 2013, Hilton Nicosia
Nico Dingemans

2. Hospitality essentials for Cyprus' Health Services
1. Hospitality essentials
for Cyprus' Health Services
&
2. Best practice examples
observed by HIH

3. Hospitality essentials for Cyprus' Health Services
Nico Dingemans
Pleased to meet you !
Stenden University, The Netherlands
Hotel Management School Leeuwarden
Bachelor's Degree '97
HOTELIER
10 years Hospitality Career
Hyatt & Sheraton, Indonesia
Hilton Antwerp, Belgium
Hilton Atlanta & Towers, USA
The Grand Hotel – Red Sea, Egypt
Mövenpick Media City Cairo, Egypt
Hilton Schiphol Airport Amsterdam
Founder & Managing Director
LEAD CONSULTANT Hospitality in Health (HIH)
5 years Consultancy
Leading Executive Search Firm Publisher & writer
Key Accounts Middle East & Europe Health Cuisine
The Netherlands
HOSPITALITY CONSULTANT | HEALTH CUISINE | EXECUTIVE SEARCH | SPEAKER | CONNECTOR

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3 MISSIONS:
1. Executive Search for Luxury Hotels & Resorts
2. Hospitality in Healthcare (incl. Spa & Wellness)
3. Promoting Health Cuisine as destination marketing tool

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Recent publications by HIH:

6. Hospitality essentials for Cyprus' Health Services
1. Hospitality essentials
for Cyprus' Health Services
&
2. Best practice examples
observed by HIH

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A closer look at
SERVICE
from a Marketing Perspective
for World-class Hospitals
& HealthCare Providers

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The 3 layers of SERVICES
1. Core Service
basic, key purpose Core
Actual
2. Actual Service
the 'what', specifics Augmented
3. Augmented Service
the 'how'
+
potential for
Value Innovation

9. Hospitality essentials for Cyprus' Health Services
The 3 layers of HealthCare Service
1. Core Service = Health
Healing, Treatment, Disease Prevention
2. Actual Service = Medical Care Health
Translates into the basic Patient Experience Medical Care
Quality Level, Clinical Results
Design and Medical Specialisms Non-medical
Brand and Accreditations
“Packaging”, Positioning
Typical Features (primary, tertiary)
3. Augmented Service = Non-Medical Care
Enhances the Patient Experience
– Facility Management (traditional)
– Hospitality Management (value innovation)

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The 3rd Layer – Augmented Service
A space for Value Innovation, Differentiation and an
opportunity to improve the
(International) Patient Experience
How?
By transitioning

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FROM TO
Facility Hospitality
Management Management
(traditional) (value innovation, blue ocean)
Patient = Customer/Case Patient = Guest
Managing Facilities Experience Management
1-dimensional Multi-dimensional
Logistics-based Service Culture-based
External results only Internal & External results
No-value innovation Value Innovation
Not marketable Marketable
Basic Expectation Exceeding Expectations
Cost & Efficiency based only Incremental Revenue
Low Impact on High Impact on
Patient Experience Patient Experience

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TRANSFERABLE HOSPITALITY SERVICES
Guest Relations
Front Desk, Concierge, Hospitality Lounge
Food & Beverages, Catering
Health Cuisine, Restaurants, Kitchens
Rooms Management
Housekeeping, Public Area's, Hygiene, Safety
Wellness, Recreation & Tenant Services
Spa Centers, Internet, Shops, Security
but also... HR, Training, Engineering, IT,
Business Development & Strategy,
(e)Marketing, Revenue Management etc

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The 1st & main challenge is:
incorporating a company-wide Hospitality Culture
Why?
Hospitality leaders are soft-skills people
while
Hospital leaders & Doctors are hard-skills people

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BEST PRACTICES
A. Hospitality in Health
B. Health in Hospitality

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BEST PRACTICES TYPE A:
Hospitality in Health
1. Royale Hayat & Banyan Tree, KUWAIT
2. Cleveland Clinic & Rosewood, ABU DHABI
3. Bumrungrad Hospital, THAILAND
4. Henry Ford Hospital, USA
5. Mayo Clinic, USA

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HOSPITAL & SPA PARTNERSHIP

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HOSPITAL & SPA PARTNERSHIP

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HOSPITAL CONNECTED TO HOTELS

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Rochester, Minnesota – USA
&
A Personal connection

26. Hospitality essentials for Cyprus' Health Services
Rochester, Minnesota – USA
&
Why Mayo and Marriott are deeply inter-connected...

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Over 12 Brands, 137,000 employees, 70 countries, 3,500 properties

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BEST PRACTICES TYPE B:
Health in Hospitality
6. Scandic Sanadome Spa Resort, THE NETHERLANDS
7. Healing Hotels of the World, GLOBAL
8. SHA Wellness Clinic, SPAIN
9. MST & Insurance & Sandton Hotel, TWENTE

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Scandic Sanadome Nijmegen, Netherlands
Spa Hotel Meeting Spa Cuisine

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All the baths at Sanadome have mineral-
rich thermal water from our own sources; a
freshwater source and a thermal saltwater source, at
a depth of 70 and 700 metres. All the drinking
water at Sanadome is obtained from our own
freshwater source.
According to German law Sanadome is
recognized as spa with mineral-rich water to which
beneficial effect is attributed
The water from Sanadome is classified as
Thermaalsole iodide (very salty)

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Nijmegen, The Netherlands
Result based treatments/ Anti-aging Special visitors
• Endermology (restructures of the skin) •Treatments during and after pregnancy
• Microdermabrasion (damage of the skin) • Rheumatism patients
• Ellipse (hair removal) • People with skin conditions (psoriasis)
• Fsysiotherapy / Water therapy

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Post operative collaboration
Medisch Spectrum Twente
EUR 300-500/day
Hotel Resort Sandton Bad Boekelo
EUR 120/day
Insurance companies
recovery knee- hip- joint surgery

36. Hospitality essentials for Cyprus' Health Services
Hoteliers are masters in international Branding & Marketing.
Imagine the potential for HealthCare providers...

37. Hospitality essentials for Cyprus' Health Services
Key-points
– Incorporate a Hospitality Culture
– Hospitality is an augmented service
– Space for value innovation with ROI
– recognize challenges (soft vs. hard skills)
– Transitioning = Change Management
– collaborate (medical & non-medical)
– destination management private & public
– monitor best practices worldwide

38. Hospitality essentials for Cyprus' Health Services
Thank you
www.hospitalityinhealth.com/publications
www.linkedin.com/in/nicodingemans