This document provides an overview of Morocco's economy and healthcare system. It discusses Morocco's population, GDP, trade relationships, healthcare expenditures, hospital framework, pharmaceutical market, and business opportunities in the life sciences sector. Key sectors for potential investment and partnership include hospitals, medical technology, e-health, and the pharmaceutical industry.

1. Maghreb Life Sciences
Market Study Morocco
Jenni Mäkipää, Senior Consultant
October 2011

2. Contents
1. Morocco in brief
2. Market characteristics: Economy & Trade
3. Ecosystem & main players
4. Development Policy
5. Doing Business in Morocco
6. Health Care System
7. Hospital framework and case studies
8. Hospital Technology
9. E-Health
10. Health Care Expenditure
11. Pharmaceutical Market
12. Dental Care
13. Health Tourism
14. Retail Market
15. Business Opportunities
16. Morocco LS SWOT
2 © Finpro

3. Kingdom of Morocco
Population
31,5 million (50% less than 25)
Area
710 850 km2 (excl. W. Sahara)
Capital
Rabat (largest city Casablanca)
Languages
Arabic (French, Berber)
Currency
Moroccan Dirham (1€ ≈
11MAD)
GDP
€65 446 million
(per capita €2 076)
Minimum salary
0,90 € per hour
Largest cities: Casablanca (3 m inhabitants), Marrakech (2), Fes (1), Tangier (0,9), Rabat (0,8), Meknes (0,8)
Government
Constitutional monarchy
Sources: Haut-Commissariat au Plan, Chiffres Clés 2009; HCP
Recensement 2004.
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4. Economic indicators
Evolution of GDP/Capita in €
2009 2008 2500
Unemployment 9,1% 9,6% 2000
1500
GDP growth 4,9% 5,6%
1000
Growth of primary
sector
29% 16,6% 500
Growth of 0
secondary sector
- 4,7% 3,6%
Growth of tertiary
sector
3,9% 4,1% Moroccan GDP per sector
FDI & private loans 2 367 M€ 3 137 M€ Primary
16 %
Transfers from
migrants
4 465 M€ 4 717 M€
Income from Tertiary
tourism
4 696 M€ 4 938 M€ 55 %
Secondary
29 %
Healthcare
5,4% of GDP
Sources: HCP, Direction de la statistique 2009; Office des Changes.
4 © Finpro

5. Trade
• Growing trade deficit
– Imports 2,5 times larger than exports
• 60% of Moroccan exports from
– Raw and processed phosphates (acids & fertilizers)
– Cloth and footwear
– Food products (mostly fresh and processed fish, fruits and vegetables)
• 46% of Moroccan imports are capital goods and energy
– Rising share of capital goods (from 22 to 25%)
and consumer goods (from 16 to 20%)
Main exports
(in MMAD)
Evolution of Moroccan trade
180 000
350 000,00
160 000
300 000,00
Phosphate
140 000
Value in MMAD
250 000,00 products
51 394
200 000,00 120 000 Cloth & Footwear
Exports 100 000 18 810
150 000,00
27 877 Food
Imports 80 000 26 536
100 000,00
60 000 26 164 Electrical
50 000,00 23 961
14 328 machinery
0,00 40 000 12 316
Others
20 000 35 976 30 343
0
Sources: Office des Changes.
2008 2009
5 © Finpro

6. Trading partners
• In 2009 EU countries received 65,6% of Moroccan exports and supplied 56,4% of
its imports
– France and Spain are the main trading partners
• 24,5% of Moroccan exports and 15,7% of imports for France; 21,2% of exports and
12,1% of imports for Spain
– China is now its 3rd largest supplier, ahead of USA, with respectively 7,8% and
7,1% of Moroccan imports
• Finland represented 0,65% of Moroccan exports and 0,53% of its imports
– Finnish exports to Morocco were 78 M€ and imports 19 M€
• Wood & paper (50%) and electric devices (21%) were the main exports
• Clothes (37%) and phosphates (33%) were the main imported products
Morocco Main Clients Morocco Main Suppliers
Europe Asia America Africa Others Europe Asia America Africa Others
7% 5%
7% 13 %
14 %
22 % 60 %
70 %
Sources: oc.gov.ma; Tulli.
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7. Trade Practice & Regulations
Duration
Import Procedures US$ Cost
(days)
Documents
10 300
preparation
2008
Customs clearance A new risk-based inspections
2 250
and technical control system was introduced,
causing the time to export to
Ports and terminal decrease by 2 days, and
2 350
handling import by 4 days.
Inland transportation 2009
3 100
and handling Document requirements for
importing and exporting were
Totals 17 1000 simplified, reducing the time
to import by 1 day.
Source: World Bank; doingbusiness.org
Date © Finpro 7

8. Fast Railway Connections
• TGV Tanger – Casablanca
• The first high speed train in the African continent
• 200 km / 2h10
• 20 billion MAD investment
• Dec 2010 Tanger station opened
• The works to be completed by 2015
Date 8 © Finpro

9. Key Moroccan Companies
1 2 3
Groupe ONA Samir Maroc Telecom
turnover 2009: 2 637M€ turnover 2009: 2 055 M€
turnover 2009: 3 393 M€
Oil refining and distribution Former state-owned
Holding company with a company owned by the monopoly, now a subsidiary
portfolio of 20 firms in Saudi Corral Group of the French group Vivendi
• distribution (Marjane,
Acima, Optorg)
• food industry (Lesieur
Cristal, Cosumar)
• mining (Managem)
• telecom (Wana) LS LS
• finance (Attijariwafa Bank)
In Jun 2010 ONA and SNI Laprophan Eramedic
turnover 2010: 86 M€ turnover 2010: 5-10 M€ (?)
merged. Exit from stock
exchanges. International The biggest Moroccan Hospital technology importer
subsidiaries mainly in Africa. pharmaceutical company and distributor specialized in
located in Casablanca. Staff operating theaters. Part of
over 600. Own research Cofimag Group, an investment
facilities and modern logistics. holding company active in new
technologies.
Sources: Corporate websites; les500.com.
9 © Finpro

10. Development Policy
The King has set 2 main objectives:
– developing the economy around the sectors where
Morocco has some competitive advantages
– reducing Morocco‟s energy dependence
5 years Health Action Plan 2008-2012 King Momammed VI
– Main objectives to expand infrastructure and reduce costs
– 181 priority actions divided into 4 strategy axis:
1. Strategic repositioning of the health sector players
2. Developing healthcare offering with quality care, easy access and covering
populations needs by quantity and geographically
3. National plans for preventions and healthcare
4. Safety in healthcare
Tourism Vision 2020 / Plan Azur
– 100% growth in 10 years
– the top 20 destinations in the world by 2020
– 8 new tourism destinations financed
Sources: emergence.gov.ma; Ministère de l‟Energie, des
Mines, de l‟Eau, et de l‟Environnment, mem.gov.ma. © Finpro 10

11. Doing business in Morocco
• Exporting to Morocco
– Today tariffs are applied on many imported products
– EU trade agreement to be ratified in 2012 > EU imports easier with less
customs
• Investing in Morocco
– Morocco is highly accommodative to foreign investors
– Creation in 2009 of the Moroccan Investment Development Agency (AMDI),
under the Ministry of Industry, Trade and New Technologies
– Designed to inform and assist foreign investors throughout the different
phases of their project
• Corruption
– In 2009 Morocco ranked 89th out of 180 in the Corruption Perception Index
scoring 3,3*, below the world‟s average (4) and median (3,35)
– Morocco has set up a commission and voted several laws to fight corruption
– www.transparencymaroc.ma
• Travel & safety issues
– No visa required to enter the country
– No particular risk and political situation relatively calm
– The Maghreb revolution has not had major effects in Maroc thanks to the
Kings prompt decision to shift power from himself to the parliament and the
government. Constitutional Refererendum 1.7.2011 (98% voted yes)
Sources: AMDI; Transparency International; business-
anti-corruption.com
*The country ranking 1st is the least corrupt., New
Zealand in 2009, scoring 9,4.
© Finpro 11

12. Household Expenditure
Casablanca is the business capital
• Median household disposable income was 5445 • Wealthiest region
USD/year in 2007 • Medical services concentrated here
• Income growth rate average 2,3% (2001-2007).
Rabat is the
administrative capital
• The highest average household disposable
incomes are found in the greater Casablanca
area, where expenditure average was 10 589
USD in 2006.
• The same region is also the single most
important in terms of total spending, accounting
for slightly more than a fifth of nationwide
household expenditure in 2006 – more than
double the contribution made by the second-
most important region, the area around the
administrative capital Rabat.
• The remaining proportions of household
spending are spread relatively evenly throughout
the rest of the country, making it difficult for
marketers to focus on one particular area.
Date 12 © Finpro

13. Maghreb Life Sciences
Market: Morocco
Health Care System
Hospitals
Medical Devices & E-health

14. Health Care Sector Division
6% 15 %
79 %
Private Public Non-profit
Date 14 © Finpro

15. Hospital Framework in Morocco
Health Care System
Private Public Non-profit
270 hospitals 16 healthcare regions National Social Security Fund
(CNSS)
5 000 beds 69 districts > private sector employees
13 CNSS polyclinics
2626 Basic Health 1800 beds
Located mainly in
Casablanca (50%) and Facilities (ESSB)
Rabat 133 hospitals The National Fund for Social
26 000 beds Security organisms (CNOPS)
> public sector employees
(19 CHU, 101 SEGMA,
14 Regie)
7 military hospitals
(open to public)
15% 79% 6%
Date 15 © Finpro

16. Public Hospital System
Health is one of  National university hospitals
the most
centralized
fields in public
sector  Regional hospitals
 Provincial hospitals
 Polyclinics
 Diagnostic Centers
 Healthcare Center (local)
Date 16 © Finpro

17. Health Insurance System
Assurance Maladie Obligatoire (AMO)
Agence Nationale de l‟Assurance Maladie (ANAM)
Oblibatory for all employees
Launch 2005- (2010)2013
www.assurancemaladie.ma
AMO / ANAM
• Caisse Nationale des • Caisse Nationale de • Régime d'Assistance
Organismes de Sécuritè Sociale Médicale
Prévoyance Sociale • Private employees • Low-income population
• Public employees • Facultative > obligatory • Launch 2008-2011
• www.cnops.org.ma (2005) • 8,5 million Moroccans
• www.cnss.ma eligible
CNOPS CNSS RAMED
Date 17 © Finpro

18. Medical staff 2007
• Public physicians 6500 > 50%
at CHUs
• Private physicians 8300
Total 14800
~ 50% in
– Generic 8600 the 2 main
urban
– Specialists 6200 areas
• 8452 pharmacies
Date 18 © Finpro

19. Some Hospital Figures
• Hospital organisation regulation introduced in 2007, but still there are
gaps in the management and organisation. Problems arise e.g. in lack
of human resources, the management, lack of information systems.
• Surgical activities at public hospitals:
240 000 surgeries in 2006
503 operating theatres
1,3 operations/day/theatre
• Hospital occupancy rate 54% (stable)
• Average length of stay 4,6 days
• Survey by Transparency Maroc: 80% thinks coppruption is very
common, 23% have had contacts with corruption payments
http://www.transparencymaroc.ma/
Date © Finpro 19

20. Health care sector development and main drivers
ICT infrastructure ready
for mobile and broad Health insurance
band solutions Santé Vision coverage:
17% > 34% > 50%
2020
Since 2006
Health insurance
MoH Health reform
Action Plan (AMO, RAMED)
2008-2012 Since 2005
Health Care Social and
REDRESS system in demographic
Since 2005 strong changes in the
development country
phase
Regionalisation of
basic healthcare
Date 20 © Finpro

21. The 4 University Hospital Groups (CHU)
6th CHU 5th CHU
planned for under constuction
North Tanger/ Tetouan in Oujda, ready 2012 opened in
2009
2 hospitals
1050 beds
(best practice)
10 hospitals
2500 beds
2nd CHU in
Casablanca ?
4 hospitals
1600 beds
3 hospitals
900 beds
Date 21 © Finpro

22. CHU Casablanca
Public hospital
Since 1930‟s
CHU Casablanca includes 4 units:
1. Hôpital Ibn Rochd
2. Hôpital du 20 Août 1953
3. Hôpital d'Enfants
4. Centre de Consultation et de Traitement Dentaire
• 1600 beds
• 98 000 hospitalisations/year
• 35 000 surgeries/year
• 320 million MAD annual investment budget
Hospital IT
• Optic fibre network
• IBM Lotus notes
• Patient card with bar code
• Radiology system RIS PACS by Siemens + Odelga
Telemedicine used for pediatric ward for attending school lessons while in hospital
The First Moroccan tissue bank under construction
Difficult access to care in the rural areas > patient flows to big hospitals
www.chuibnrochd.ma
Date 22 © Finpro

23. CHU Rabat
• Public hospital in Rabat
• 10 hospitals
• 2500 beds
• Staff 2000
• 600 000 € investment budget
• New hospital building under construction
• 3 years of heavy investments (2008-2010) e.g.:
 Central operating theatre (25 million MAD)
 Central laboratory (equipment + IT)
 Spect-CT
 Radiology IT
 Hospital IT network, optic cables since 2006-2008
 Electronic patient records
 Electronic medicine management for hospital pharmacy
• Needs
 Information systems
 Biomedical engineering (e.g. maintenance costs are a problem)
 Organisation and management (Efficiency, treatment chain management)
• www.chisrabat.ma
Date 23 © Finpro

24. Clinique Badr
• Small private clinic in Casablanca
• 45 beds
• 6 operating blocks
• Imaging unit
• Patient records only on paper
• www.cliniquebadr.ma
Date 24 © Finpro

25. Hospital Cheikh Zaïd
virtual
Private university hospital in Rabat New hospital to Casablanca tour
• Non-profit foundation • 72 million € investment
• Investor Cheikl Zaid from United Arab • Under construction since 2008
Emirates
• Built in 1998, part of CHU since 2006 • Estimated to be completed by late 2011
• 150 beds • 53 000 m2
• Centre of excellence with up-to-date • 280 beds and 12 operating theatres
technology • Multidisciplinary medicine
• New hospital building under construction • Teaching hospital
(budget 200 billion MAD)
• Cornea transplants • Engineering by Jacobs (US)
• Treatment costs 5 times less than in
Europe > medical tourism
• 15% foreign patients
• Annual equipment budget around 2-3
million €
• Investing in radioprotection systems
• www.hcz.ma
Date © Finpro 25

26. Hospital Technology
• A Yearly Medical Expo is organized in Casablanca during January
• The 2011 edition had several foreign exhibitors, the biggest
countries being China, France, Portugal and Spain.
• The main product categories covered:
1. Medical and paramerical material
2. Consumables (medicine and
parapharmacies)
3. Dental material and consumables
4. Pharmaceutical laboratories
5. Medical sector information technology
6. Wellness and spa
• The market is still relatively small, but the growth rate is
significantly higher than in the European mature markets.
Date © Finpro 26

27. Medical Devices
• Medical device market in Morocco 117 million € (2009)
• Annual growth rate 16,8%
• 2014 estimate around 170M€
• 90% imported and 10% local production
• 85% public sector 15% private sector
• The hospital investment during 2003-2007 period by the MoH
were massive and several hospital were build and over 100
hospitals upgraded.
• The current trend is to update the technology level at the
hospital in order to provide a good standard quality all over
the country.
• Value chain: 250 distributors, 100 agents/wholesalers,
around 30 major players
Private
15%
Public
85%
Date 27 © Finpro

28. Medical Technology Imports
Date 28 © Finpro

29. ICT Penetration Figures
Date 29 © Finpro

30. E-Health in Morocco
A national plan for the development of
ICT in health, which sets targets for health ICT skills programmes in the ongoing
sector connectivity, was implemented in training of health-care professionals were
2004. introduced in 1989.
The preparation and development of a ICT skills courses as a part of university
„master plan‟ for computer technology and curricula for health sciences students and
information within the Ministry of Health health sciences courses through
was done in 1992 and revised in 2004. eLearning for health professionals in
training and practice are planned to
commence by 2008.
Research South of Morocco in
2008(1):
• almost 95% specialist
physicians have positive Regulations to protect the
attitude towards ICT privacy and security of
• Priorities: individual patient data
1) human factor (76%)
where eHealth is used was
2) ICT (64%)
3) Tasks (55%) planned to be introduced by
4) Context (38%) 2008.
Date 30 © Finpro

31. Potential use of e-health in Morocco
• Education of healthcare professionals is lacking behind and the Government has allocated
financila resources for education. E-health solutions for continuing education could partially help
ti achieve the objectives set by the Goverment.
• Administrative and organisation management needs new tools to be efficient
• Teleconsultations, telecare and telemonitoring have opportunities in the rural healthcare, where
specialized pyhisians are lacking
• Moroccan National Agency for Public
Health is under construction. It has
been designed
according to
the Finnish THL
model. Good
connection
between Finland
and Morocco.
Opportunity for
public e-health
solutions from
Finland.
Date 31 © Finpro

32. Health Care Expenditure
• Health care expenditure in Morocco in 2009:
39 billion MAD
• Annual growth rate 8,24%
• Health care expenditure is 5,37% of the GDP
Date 32 © Finpro

33. Healthcare Purchasing
• Some strategic functions reserved to the central administration are
gradually being delegated to the regional level, such as the health
care supplies planning
• each Region Health administration develops its health care supplies
diagram, called SROSi
• An autonomous state sponsored public establishment called
“National Agency of the Health Insurance (ANAM)” is the first
organization to regulate health insurance system. It‟s mission is to
supervise the obligatory health insurance system and to manage
RAMED resources allocation process
• Substance decision making by French speaking medical doctors 
product demos and references in French
Date © Finpro 33

34. Consumer expenditure in health
• While total real consumer expenditure rose by 3.4% in real terms over
2006-2007.The single fastest-growing category was health goods
and medical services, which rose by 4.5% in real terms between
2006 and 2007, and indicates that more Moroccans are able to afford
essential medical goods or private healthcare.
Date 34 © Finpro

35. Cronic Diseases
• Cronic diseases are increasing rapidly in Morocco
• Many cronic disease tratments are now eligible for full
reimbursement under the NHS, after the CNSS removed the
need for patient co-payment of up to 30% in July 2008.
Date 35 © Finpro

36. Maghreb Life Sciences
Market: Morocco
Pharmaceutical Market

37. Pharmaceutical Market
• Second largest pharma market in Africa, after South Africa
• Pharmaceutical consumption in Morocco 31 €/capita/year.
Estimate for 2013 national expenditure is around 1,3 billion €.
• 70% of the medicines sold in Morocco are expected to move to the generics
within next 3 years.
• Domestic manufacturing caters for approximately 70-80% of the local demand.
• Nearly all APIs are imported (over 250 million USD per year),
high dependance on foreign prices
• 36 pharmaceutical companies with manufacturing facilities in Morocco , both local and foreign
companies. They employ 8000 people and produce 282 milliion units (2010). The total markets size is 7,9
billion MAD.
 The biggest Moroccan pharma Company is Laprophan, with a turnover of around 100 million
USD. European GMP certification since 2009.
 Sothema, another local company, is partnering with Eli Lilly and MSD. First company to establish
foreign subisidiary in Senegal (West Afrique Pharma)
 The biggest pharma company in Morocco is the French multinational Sanofi-Aventis. Others
foreign players are GSK and Pfizer.
 Very few research laboratories
• There are 50 pharmaceutical wholesalers in the Morocccan market
• After the OMA reform pharmaceutical sales has been growing steadily (e.g. +10% 1Q/2007)
• A recent law has abolished the requirement that pharmaceutical companies be majority-owned by a
pharmacist. > opening of the market
• Moroccan Pharmaceutical Industry Association www.amip.ma
• Major sector fair Officine Expo every March in Marrakech www.officinexpo.com
Date 37 © Finpro

38. Customs statistics
Health care sectors imports statistics analysis?
• Moroccan statistics from Source Office des Changes
• to be elaborated
Finland-Morocco statistics
• Exports Finland > Morocco 2010
75 million € (0,1% of total exports)
source: tulli.fi
• Finland exports 2010
Electromedical and x-ray equipment (SITC 774)
363 million €
growth +14 %
• Medical devices exports 2010
Finland > Morocco
SITC 774: 154 000 € (463 000 € ?)
Date 38 © Finpro

39. Medical Device Trade
Medical Device Exports 2005-2010 (€)
Finland > Morocco
154451
160000
144000
140000 +56
118157 %
120000
98792
100000 92118
80000
60000 51815
40000
20000
0
2005 2006 2007 2008 2009 2010
Source: www.tulli.fi
Date 39 © Finpro

40. Detailed Exports 2010
Finnish Medical Device Exports to Morocco 2010
Electro-diagnostic apparatus used in medical science 40533
Apparatus based on the use of X-rays or of alpha, beta or
113918
gamma radiations
Therapeutic instruments and appliances; breathing
14003
appliances
Syringes, needles, catheters, cannulae and the like;
57565
ophthalmic and other instruments and appliances n.e.c.
Instruments and appliances used in dental treatment 42938
0 20000 40000 60000 80000 100000 120000
Euro
Date 40 © Finpro

41. Medical Device and Consumables Trade
Exports from Finland to Morocco
EUR
300000
250000
200000 154451
Irradiation,
electromedical and
150000 electrotherapeutic
equipment (C266)
100000 98792
144000 Medical and dental
instruments and
114506 supplies (C325)
50000
47400
11471
0
Source: www.tulli.fi 2008 2009 2010
Date 41 © Finpro

42. Moroccan Medical Device Imports 2009
Million €
0 2 4 6 8 10 12 14 16 18 20
electrodiagnostic equipment
infrared & ultraviolet equipment
consumables
dental equipment
ophtalmology equipment
other electromedical equipment
mechanical therapy equipment for massage etc.
oxygen and other gas therapy equipment
respiratory esquipment
orthopedic equipment
dental protheses
joint and eye protheses, cardiac valves
hearing aids
pace makers and other devices
x-rays
other radiation devices
medical teaching tools
material testing machines
thermometers
electric and electronic instruments
level indicators
pressure control devices Total
other control devices
parts and components
140 M€
gas or smoke detectors
cromatographs
spectrometres
other optic ray instruments
other analytical instruments
microtomes
Source: Office des Changes 42 © Finpro

43. Maghreb Life Sciences
Market: Morocco
Dental care

44. Dental Care Overview
General info Current Challenges
• The number of dentists is low and not exactly known, • Mouth and dental inflamations are a serious and
though a registering with the ONMD will be widespread public health problem. Regular
mandatory starting in 2011. In 2008 the estimated information campaigns are intended to promote
number was around 3.300 in the private sector and public awareness of the problem and prevention
250 in the public sector (Universities of measures, but the new Social Security system will
Casablanca and Rabat, military doctors...). not cover dental care until 2013.
• Privately-owned dental centers are usually better
equiped than their public counterparts. • The country is up to 90% dependent on foreign
imports for the equipment. In 2008, the main
providers (ad valorem) were Germany, the US,
France, China and Italy.
Government Action Plan 2008
• The insurances covering the patients are not
In 2008, the governement launched a considered satisfactory by the dentists themselves
comprehensive 3-year action Plan aimed at (a “Mutuelle”, or Mutual Insurance, called
modernizing and better regulating the dental Mugephar PS and a policy issued by the
profession, with a view to stand up to the Insurance Company SANAD).
international standards. This included a review of the
code of ethics (crackdown on illegal practices), a
• The local training is poor: most Moroccan dentists
strengthening of the regulatory body (l‟Ordre
have been trained abroad (In the US, France or
National des Médecins Dentistes, ONMD),
Brazil), and many of them narrowly specialize in
incentives for the upgrade of the equipments and
dental implants.
better training of the professionnals. It also targets in
lowering the trade barriers concerning the dental
supplies.
Date © Finpro 44

45. Number of Licensed Dentists in Morocco as of 10/2007
1. Chaouia – Ouardigha: 21
2. Doukkala-Abda: 96
3. Fès – Boulemane: 171
4. Gharb Chrarda - Béni-Hssen: 117
5. Grand – Casablanca: 1293
6. Guelmim - Es-Semara: 13
7. Laâyoune - Boujdour - Sakia-El-Hamra: 21
8. Marrakech - Tensift - Al-Haouz: 176
9. Meknès – Tafilalét : 143
10. Oriental: 185
11. Oued Ed-Dahab –Lagouira: 2
12. Rabat -Salé-Zemmour – Zaër: 774
13. wilaya de la région du Souss-Massa-Drâa: 63
14. Tadla – Azilal: 72
15. Tanger – Tétouan: 194
16. Taza - Al Hoceima – Taounate: 33
Total: 3374 *
Moroccan: 2013
Foreign: 1361
*Ordre National de Médecins dentiste
Date 45 © Finpro

46. Maghreb Life Sciences
Market: Morocco
Health tourism

47. Tourism
Ecotourism Golf
tourism
TRENDS
Wellness
tourism
Luxury
tourism
Health
tourism
Date 47 © Finpro

48. Health Tourism Overview
• Tourism and hospitality are by far the largest export cluster in Morocco,
being valued at US$3.9 billion in 2005 (ISC); furthermore, tourism is one of
the five priority development sectors for the Government.
• Two successive development plans have been launched, “Vision 2010”
(just finished) and “Vision 2020” (now starting), under the high
sponsorship of his Majesty the King Mohammed VI, with a view to
develop Morocco as a significant destination for international and
industrial tourism (target: 20th in the world). New and important
infrastructures will be developed through an important volume of public
funding.
• Health and wellness tourism will strongly benefit from the Plans. The
number of hotel/resort spas is predicted to grow by a 6% CAGR to reach
467 outlets by 2014. Many of the new spas will be located in the luxury
hotels being built in the six coastal resorts included in Vision 2020.
• Additionally, there are several specific tourism niches with strong potential
but not yet developed, ie rural, desert, and cruise.
Date 48 © Finpro

49. Vision 2010: Plan Azur
Vision 2010 included Plan Azur, which prioritized six spa
sites, associated to specific high-growth products (such
as health tourism)
These resorts are: Saidia, near the Algerian border (opened
2009); Port Lixus, near Larache and Tangier; Mazagan, near
El Jadida; Taghazout, near Agadir (2013); Mogador, near
Essaouira; Plage Blanche, near Guelmim (2012). (see chart
page 4)
In total, Plan Azur will add approximately 80,000 beds to the country‟s
accommodation capacity at an investment cost of up to €9Bn (including
infrastructures). The expected number of tourists generated by Vision 2010 will reach
10 M (70% from abroad).
The new resorts will create strong investments needs in infrastructures (airports and
roads, salt-to-drinkable water plants, energy plants) and new dwellings (it is
estimated that every 10.000 beds need an accompanying new town for 80.000
people).
Date 49 © Finpro

50. Vision 2020
• The tourism sector objective is to further increase by 100% the
size of the tourism sector, and to be in the top 20 destinations in
the world by 2020.
• The strategy is to develop high value-added specific market
segments, such as business-and-wellness, sports-and-culture,
and the like; to improve the infrastructures in order to allow
Morocco to host important world events; to increase the image of
the country as a destination for health tourism; and to hone the
image of quality and sustainability of the tourism industry.
• Public funding will be channeled through a State agency, the
FMDT
• Eight new destinations are scheduled to be developed under
Vision 2020
• http://www.maroc.ma/PortailInst/Fr/MenuGauche/Les+grands+chantiers/Tourisme/Stratégie+et+vision+2020.htm
Date © Finpro 50

51. Health Tourism
• Morocco enjoys a good image as far as health tourism and SPA
offering is concerned. There are a number of tour operators
specialising in the arrangement of medical treatment alongside a
Moroccan holiday, with consumers typically coming from Europe,
Canada and the US.
• However, the industry is still in its infancy, as the country is estimated
to deploy at present no more than 10% of its actual potential.
• Popular treatment areas include cosmetic surgery, dentistry,
ophthalmology, weight loss and orthopedics. The cost of many of
these procedures is much lower in Moroccan hospitals and clinics
than in Europe and the US; as an example, the fees in cosmetic
surgery are estimated to be 30% lower than in Europe
• The quality is good; for example, the high competency of the plastic
surgeons is acknowledged worldwide. Most of them have been
trained in France, Brazil or the US.
Date 51 © Finpro

52. Health Tourism
• The main specialized cliniques in aesthetic plastic surgery ,
ophtalmology and orthopedics are situated in Rabat, Casablanca,
Marrakech and Tanger
• The main acts of surgery are related to face, thigh and arm
liftings, liposuctions, rhinoplasty, blepharoplasty,
abdominoplasty, breast cosmetic improvement (reductions or
upsizing), and some dental care.
• The Moroccan cosmetic surgery industry is being supported by
foreign investors, willing to develop those specialties.
• The owners of Moulay Yacoub, Groupe CDE, have enhanced their
offering to customers. In addition to treatments centred around hot
natural spring water, the resort also provides beauty, massage
and well-being treatments.
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53. Foreign Direct Investment (some examples)
The Governement signed in 2009
within Vision3 (a strategic alliance
between Gulf Finance House,
Ithmaar Bank and Abu Dhabi) a
Project aimed at developing a
$1.8bn mixed-use health resort
over a massive 270 hectare area in
the Province of Essaouira.
The French Group Life‟Valley is
building a medical residence, an
university campus and a functional
rehabilitation center on a 40 ha site.
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54. Health Tourism Project
Date 54 © Finpro

55. A private clinic case:
Malo Clinic Casablanca
• Malo Clinic Casablanca and Malo SPA
in Casablanca, Dar Bouazza, will be opened in 2011
www.maloclinics.com
• Malo Clinic is jointly promoted by a Moroccan Doctor and the
Portuguese Group Malo Clinica, which have invested 200 MDH
(€18M).
• The premises are in a 2000 sqm luxury building located on a 6800
sqm plot.
• The sponsors have the ambition to build a reputation in all Africa
and near East, as a center for medical tourism, well-being, disease
prevention and treatment, and staff training.
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56. Maghreb Life Sciences
Market: Morocco
Retail Market

57. Retail Market in Morocco
• Moroccan lifystyles and shopping
patterns are changing
• Global Retail Development Index 2011:
Morocco 17th
• Sector growth 5% per year
• Modern future: Facts & Figures
Rawaj Vision 2020 Retail outlets 850 000
+ medium and large retail outlets
+ independent stores Sector employs 1 million
+ trade networks and franchising
+ 450 000 new jobs Sector turnover 8,5 billion €/year
• Malls are trying to find success Small shops 400 000 – 5 million
formulas (souks, markets,
 Mega Mall opened 5 years ago in shops)
Rabat is one of the most succesful
Supermarket Acima (31) / ONA, (Auchan)
 Morocco Mall in Casablanca is
planned to be openned in 2011, the chains Label‟Vie (19) / Carrefour
biggest in North Africa with 70.000 Hanouty (100+) / franchising
m2 of retail space. Retailers include
Galerie Lafayette, FNAC, etc. Hypermarket Marjane (21)
chains Aswak Assalam (8) / Casino
Metro (7)
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58. Global Retail Development Index
Morocco: Retail sales bolstered. Morocco drops from 15th to 17th place this year.
The retail sector represents 13 percent of the country's GDP and is expected to grow 5
percent annually in coming years. A strong performing tourism sector and a shift toward
more modern retail channels has bolstered retail sales. Key drawbacks in Morocco
(population 31.9 million) include low consumer spending per capita compared to
Tunisia, complexities in the distribution models and the need for local knowledge.
Date 58 © Finpro

59. Maghreb Life Sciences
Market: Morocco
Business Opportunities for
Finnish Companies

60. LS Opportunities in Morocco
Organisation &
Hospital Dental management
Information supplies and (efficiency,
Systems! treatment chain
devices management)
+ cancer
Rural areas have treatments
Liberalization of
limited access to health >technology
private hospital
services and specialist needs
ownership in
physisians are not
2011
everywhere Vaste availability of
 TELEMEDICINE medical plants, but
Radio-
no research and
protection
production know-
systems for
A national program Appcircum how of
hospital
amounting EUR 2.5mn, will aim to nutraceuticals
personnel
improve co-ordination among
medical services and to carry out
more kidney transplants and to Cronic Tissue banks
improve dialysis treatments. Over
6000 kidney failure patient, without Diseases under
transplant. Management construction
 Software
needs
Date 60 © Finpro

61. Telemedicine Opportunity
SAMU Obstetrics for rural
areas
Now 100% ”services d'assistance médicale
> mobile equipment GSM coverage d'urgence”
> field units in the whole • Midwives network + GSM
country technology
> Distance medical
support 2015 UN Millennium Dev. Goal
Lack of
specialized Maternity care to reduce maternity mortality
physicians in rural areas and urgency obstetrics
National Telemedicine
2010: Medical
Caravan
developping in Public
90 caravans Expected funds
Programme and Moroccan allocation for procurement
112 000 visits Committee
rural areas the MoH action by tenders
2011- plan 2012-2016
12 000 surgeries
1st Rural
Healtlhcare
Conference in
Rural Health Rabat
Plan by Ministry 19.4.2011
of Health 2011
61 © Finpro

62. Morocco LS Sector SWOT
Strengths Weaknesses
• Stable political situation and economy • Lacking organisation
• Government action plan for health care • Private hospitals short of funds
• Positive business environment for foreign • Language skills? French vs. English
companies and products
• Europe strong as a trade partner (>20%)
Opportunities Threats
• Telemedicine solutions for rural areas
(medium-term) • Maghreb revolution expanding
• Technology for cancer treatments • Chinese competition is growing in
• Field hospital solutions healthcare supllies
• Trade customs for Europe to be
abolished
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