Medical value travel to kerala
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Presentation on the status of Health Tourism to Kerala state with suggestions to brand Kerala as a Health Tourism destination. Presented in the CII conference on Kerala Health Tourism, at Kochi in November 2013.
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Medical value travel to kerala
- 1. Medical Value Travel Role of Hospitals in building the ‘Big Brand’ Dr. P. Mohanakrishnan CEO, MIMS Hospital, Kottakkal
- 2. Making of the ‘Big Brand’
- 3. Formation of consortium of hospitals
- 4. The scope of the consortium
- 5. Scope of the consortium • Capitalize on the strengths of Kerala • Take steps to correct weaknesses • Nullification of the effects of prevailing ‘Threats’ • Interact with Government agencies, Travel agencies and Medical Tourism agencies • Preparation of the hospitals to be ready to accept patients from abroad • Interactive Website showing all the details of member hospitals • Unification of treatment expenses • Identification of target countries • Developing the ‘Big Brand’ and marketing of Kerala Hospitals in selected countries
- 6. Capitalize on the strengths of Kerala • Proficiency in English • Traditional hospitality • High rate of literacy • Already a Big Brand - ‘God’s Own Country’, thanks to the efforts of Kerala Tourism Department • One of the top fifty tourist destinations in the world • Developing Corporate Hospitals • Adherence to Healthcare Quality systems • Global reputation of healthcare professionals from Kerala
- 7. Take steps to correct weaknesses • Inadequate hospital infrastructure and systems • Improper attitude • Lack of unity among providers • Unhealthy competition amongst providers • Lack of clarity on services provided • Lack of uniformity in rates • Lack of proper follow up systems
- 8. Nullification of the effects of ‘Threats’ • Anti propaganda by agencies with vested interests • Competition by neighbouring states and metropolitan cities • The ‘Delhi Bug’ • The AMRI verdict • ‘Foreign Body’ by Robin Cook
- 9. Interaction with allied agencies • Kerala State Government • Ministry of Health • Ministry of Tourism • Ministry of Industries • Medical Council of India • Ministry of External Affairs • Travel agencies • Medical Tourism agencies
- 10. Preparing Hospitals for MVT • Infrastructure development • Exclusive International Desk • Exclusive wards for international patients and family • Hospital website • Designing of comprehensive treatment packages
- 11. Preparing Hospitals for MVT • Formation of exclusive team to look after MVT • Legal formalities • Personal comforts • Communication facilities • Multilingual staff • Accommodation and food • Interaction with clinicians in home countries • Interaction with patients’ family • Coordinate travel and pleasure tourism • Formation of a team of committed Doctors
- 12. Interactive Website of the consortium • Separate pages for all member hospitals • Detailed description of the facilities of hospitals • Educational materials about diseases, treatment, follow up and prevention • Facility to interact between member hospitals and treating doctors in home country • Regular updating
- 13. Treatment expenses • Uniformity • In tariff • Payment pattern • Benefits
- 14. Identification of target countries • The consortium shall decide the geographical area where we have to concentrate first • Neighbouring countries like Sri Lanka, Maldives, Bangladesh, Myanmar etc. • The Middle East • African Continent • Developed countries like USA, UK and other European countries
- 15. Marketing the ‘Big Brand’ • Selection of countries in the identified geographical area • Initiate relationship through Ambassadors and High Commissioners in India • Handle formalities of visits • Organize discussions with Government agencies, hospitals and doctors’ groups in target countries • Organize screening camps • Develop local contacts for follow up activities
- 16. True Medical Value Travel (Under-developed and Developing countries) • Most effective, ethical and subtle mode of marketing is creating awareness and providing help to develop in-house capacity • Help the countries in need develop their own healthcare systems • Conduct surgical procedures in their own hospitals whenever possible • Help them establish various facilities • Help them establish good emergency care systems • Offer training of Doctors and paramedical staff in our hospitals • Advice on conducting mass healthcare awareness programmes on disease prevention and treatment
- 17. When there is a health problem, they will always think of us
- 18. Our slogan should be When you fall sick Think of KERALA
- 19. Thank you! Dr. P. Mohanakrishnan CEO, MIMS Hospital, Kottakkal
Editor's Notes
- Once we project ourselves as a united force, these threats will vanish automatically
- The website should have facilities to video chat with local clinicians for pre procedure and discussions, for regular updating of patients’ status while in the hospital and for useful follow up instructions and discussionsThe treatment packages should be very definite with clear mention of inclusions and exclusions and the patient should have a perfect understanding of the deliverables within the cost offered. There should also be provision for unforeseen complications and even mortality.
- The CII has already taken initiative and has an exclusive section for KHT in their website
- For this all the member hospitals should come under the wide umbrella of the consortium. The consortium shall be of such nature that trust is held at high value. What happened to Mumbai should not happen to Kerala.
- Day before yesterday HE Desire Koumba, showed us small video on Gabon. How many of us knew about such a country before that? Now we know that Gabon is a good place to go and market Kerala. He also did mention during an informal chat that they have good hospitals in Gabon but don’t have the expertise to use the facilities. Funding is not an issue and that most of the patients in need of tertiary care are being sent to expensive places by the government. He welcomed us whole heartedly to Gabon to showcase our capabilities and to help them train professionals and also to procure good quality medicines. Same is the case with Niger, as mentioned by HE Ali Illiassou.
- I am sure that the President of CII Mr. C J George and Chairman of Kerala Health Tourism Dr Azad Moopen will take initiatives today itself to form such a consortium so that momentum created by this conference is sustained and further strengthened. I request the on behalf of all of us here to take necessary steps without any delay.