Crimea presentation in izmyr 2013 final

Results from a Familiarization Tour
in 53 Sanatoria of Crimea-Ukraine:
State of Art and Perspectives of the Crimean
Medical Tourism Product Offer
Stella Tsartsara (Greece)
prof.Vlad Iezhov, prof.Valentina Poberskaya (Ukraine)
Autonomous
Republic
of Crimea
cureincrimea@gmail.com

State of Art and Perspectives
of the Crimean Medical Tourism
Product Offer
Famtour of 53 Medical Resorts and 1 University Clinic in
Crimea Nov-Dec 2012
 Professor Yezhov: Natural and recreational resources
of Crimean MT
 Professor Poberskaya: Medical and Health
enhancement Programs in Crimean Medical Resorts
 Stella Tsartsara: Team Leader EU TA: benchmarking
the Crimean MT Resorts and their Product Offer

The increasing life expectancy is accompanied by improvement of its quality
The THIRD AGE - the period of the free active life, which begins with retirement.
"Do not add years to life, but life to years!"
travels
visits
hobbies
collecting
learning
other new interests
…and diseases 3-age
90% of adult diseases associated with aging

Crimea –
medical and health Resort

Health tourism
Medical tourism
Health and Medical tourism in Crimea
YALTA
YEVPATORIYA
SUDAK
ALUSHTA
FEODOSIA
KERCH
SAKI

rheumatology
general medicine
orthopedics
dermatology
neuropsychiatry
cerebral palsy
rehabilitation of disabled people
oncology
gastroenterology
effects of ecological disasters
cardiology
gynecology, urology
tuberculosis
pulmonology
MEDICAL SPECIALIZATION
CLINICAL INDICATIONS
FOR TREATMENT IN CRIMEAN RESORTS
YEVPATORIYA
YALTA
ALUSHTA
SUDAK
SAKI
FEODOSIA
KERCH

EFFECTS OF TREATMENT IN CRIMEAN RESORTS -
restoration of ecological balance, non-invasive addition of
nutrients, activation, relaxing, harmonizing et al
• climatotherapy
• thalassotherapy
• drinking mineral water
• balneotherapy
• pelotherapy
• kinesiotherapy
• modern equipments
• complementary methods

THE GOOD NEWS FOR ACTIVE PEOPLE!
(fact of the association of the active lifestyle
and active aging)
• At age 75, predicted 10-
year survival across the
range of gait speeds
ranged from 19% to 87%
in men and from 35% to
91% in women.
Third age patient with
Dr. Stephanie A. Studenski
MD, MPH, Professor of Medicine
Director of Research, Division of Geriatric
Medicine, Staff Physician at the GRECC,
VA Pittsburgh Healthcare System
Stephanie Studenski et al GAIT SPEED AND SURVIVAL IN
OLDER ADULTS // JAMA. 2011 January 5; 305(1): 50–58.
from www.getmummoving.com.au

NORDIC WALKING IN CRIMEA - the method of
active open-air climatotherapy
1912
2012
Russian Tsar Nicholas II
and Her Majesty Empress Alexandra
(Livadia, 1912)
.... 100 years later at the same location

DAYTIME MONITORING AND COMPUTER ANALYSIS
INDIVIDUAL GRAPH NORDIC WALKING

HEALTH EFFECTS NORDIC WALKING
• actively working hands, neck and shoulder
muscles
• creating the correct gait
• optimum load on the spine
• improving balance
• reduce the load on the legs (especially important
for arthritis of the joints of the lower limbs!)
• training of up to 90% of body muscles
• aerobic exercise, the increase of maximum
oxygen consumption by 20-25%
• improving ventilation, mental and emotional
status (fresh air, marine ions, volatile)
• Improving vision and cognitive function
• various indications for use
A
B
C
D
E F

Phttps://www.youtube.com/watch?v=Ql_NizYVgZAL
E 1-2-3-4 AGE COME TO CRIMEA!

Ukrainian SRI of medical rehabilitation and balneology
Recovery and rehabilitation
packages

Improving patients’ life quality
Minnesota questionnaire SF-36
Physical
state
Physical workability
General
health
Emotional
state
Psychological
health
Pain
Rehabilitation effect
life activity restriction
fully
restored
partially
restored
0
30
60
90

THE TRULY HEALTHY ADULT
SURVIVOR OF CHILDHOOD CANCER
Rehabilitation programs
for children with cancer

Acute lymphoblastic (ALL)
and myeloid leukemia (AML)
ALL — 70% survivability AML — 50%
ALL frequency — 3,3 cases to 100 000 children
population
endocrinological
consequences
cardiological hepar
neurological

Rehabilitation program
general individual+
aromatherapy
balanced nutrition
kinesiotherapy (individual)
drinking mineral water
climatotherapy
programs of psychological patient
and family support
balneotherapy

MONITORING
2-5 years more than 5 years

by 24,5%
«Quality of life»
disease remission

25,6%

by 11,7%

26,9%
* р < 0,05 from baseline
*
before
treatment
after
treatment
in
2 years
*units
*
before
treatmen
after
treatment
in
2 years
*

National Center for Paralympic and Deaflympic training
and rehabilitation of persons with disabilities
Health restoration is located
in the resort area of Evpatoria

Swimming pool 50m
Synthetic football

Place Country Gold Silver Bronze Total
1 China 95 71 65 231
2 Russia 36 38 28 102
3 Great Britain 34 43 43 120
4 Ukraine 32 24 28 84
14 Paralympic Games
London - 2012

State of Art and Perspectives
of the Crimean Medical Tourism
Product Offer
1. What the Integrated Medical Resorts of
Crimea offer today?
2. Benchmarking of Medical Resorts
Infrastructure
1. Medical Treatment Bases
2. Accommodation and Food
3. Infrastructure
4. MICE and leisure infrastructure
3. Luxury in 3star prices?
4. Yes - but why Crimea after all?

Criteria for Benchmarking
Medical Resorts of Crimea
1. Capacity in Medical Treatment Packages by
rate of effectiveness and innovation capacity
2. Management and Sales vision & capacity,
measured by yearly average occupancy rate
and infrastructure state of art
3. Ownership and conditions for JV and
investments – those who prevailed: the private
and the MoH of ARC Resorts.
4. State of the art of infrastructure in clinics,
accommodation and leisure amenities, by last 3
years, annual rate of internal capital investment

Some figures
• The famtour was funded by the EU Joint Cooperation
Initiative for Crimea (JCIC) and conducted in the frame
of an EU Project.
• The Sanatoria were chosen for the famtour, according to
their Medical Product, the ownership (Ukrainian
mostly) and if they operate all year round.
• Out of 53 Medical Resorts, 17 were privately owned, 4
of Russian ownership
• Out of 53, 23 Resorts had occupancy rate in Nov –
Dec’12 from 60% to 130%.
• All of them are almost 100% occupied in high season.

Some History
• The Romanovs’ built Dachas to cure and holiday in
Crimea.
• They ended up living most of the time in Crimea,
constructing a railway from St. Petersburg to
Crimea.
• URSS times: Full occupancy in shoulder season
and for double stay of 21 days voucher system
• In a peninsula as Sicily, 600 Resorts were built to
accommodate 300.000.000 inhabitants of URSS
• Yevpatoria was declared Child Rehabilitation City of
URSS in 1924

Anton Chekhov was a Doctor
first and then a Writer….
The Anton Chekhov Sanatorium
Before writing the “Cherry
Orchard” he cured people
Anton Chekhov suffered
from Tuberculosis that
treated in Crimea. He
created a Sanatorium to
cure Russian Intelligentsia.
Today there is a museum in
this Sanatorium .
It canbe the Brand of
Crimean Health Travel
sector.

What is the Target Segment of
Crimea?
• The patients that come to Crimea are NOT the ones with
a SAMSUNG Galaxy Notes smartphone.
BUT MOSTLY:
The Low and Middle Income (LMI)
segment!
LMI patients from Europe in Crisis want
to improve their health too, in cheaper
prices than in the EU Resorts!

What the Medical Resorts of Crimea
offer today?
• The product of Crimea is Medical
Rehabilitation (not SPA)
• Some Resorts offer also non – invasive
orthopaedic surgery
• Some Resorts offer 3 in 1:
– diagnosis,
– non – invasive surgery and
– rehabilitation all-in-one.

What the Medical Resorts of Crimea offer
today?
• The Medical Resorts in Crimea today are
Integrated, (Hotels + Clinics).
• All in One Package: 4-6 Treatments per
day, Accommodation, Food, and Leisure.
• Average price of Package: 70 euro
• Territorial Density of medical services,
natural resources, natural parks, tourism
amenities, collateral services and highly
capacitated medical HR staff.

What means Integrated
Medical Resorts in Crimea?

Vast Territories of 4-18 hectares of
Natural Parks with endemic species…

…with 2-3 Clinical Bases inside this
territory, connected with the Hotels
(some of them)

…with four buildings and more only for
accommodation in this vast territory

…With Bed capacity from 250 to
1500 beds (2 to 5 stars)

…With movie theatres, libraries, cafes,
from 2 to 4 stars restaurants.

With Clinics & Hotels in
walking distance

With Clinics & Hotels in short
distance

Medical Equipment State of Art in
Crimean Integrated Medical Resort
Clinics

Accommodation and Food for
LMI segment …

Accommodation and Food for
LMI segment but also 5 stars…

MICE infrastructure for every
price package

Luxury in 3star Prices?...
(the cost of this room is 60 euro)

Weaknesses in selling the MT Product -
strong points for foreign Brokers/MTF
• Crimean TO are only booking in the summer.
• TO are booking rooms and are not paying if bookings
are not made! No licenced MTF.
• They do not promote the Crimean Medical Resorts in MT
Fairs. Do you see any Crimean TO here today?
• TO and non specialized Resorts Associations are
booking medical treatments! 12% liability due to
treatment contraindications!
• Referral system exists only in some Private Medical
Resorts. They make 40-70% booking from their
website. Rest is with social security voucher system
and TO booking

Opportunities for the first to
come
• Untapped market – no Joint Ventures yet, no
MTF deals yet.
• The aim is to develop Corporate MT to generate
a more systematic demand through bilateral
trade agreements.
• Private sanatoria: best MD, best Managers, best
staff, advanced marketing, sales and investment
conditions.
• They want to collaborate and modernize!

Yes, but why Crimea?....
Because it has it all, in a small Peninsula! A Health
Improvement Industry, a Medical Resorts Park…
Just name one country and you will see that :
1. it will be too far, making it expensive to travel for rehab,
2. or it wont have the micro - climate, for health restoration,
3. or wont have integrated medical resorts but only clinics,
4. it wont have Sea And Sun, for leisure 6 months per year,
5. or it will lack of unspoiled nature, for health improvement,
6. Or of strong medical staff, for Effectiveness,
7. Or of natural medical resources, For More Effectiveness,
8. Or of such competitive prices and cheap labour force.

“Thank you” messages in the
“FOUR SEASONS” Medical Resort

For more information on the Crimean
MT Famtour Results and
Detailed Benchmarking analysis per
Medical Resort, please send a
request to the
cureincrimea@gmail.com

“In Crimea we Cure - we do not
just improve Health of people”,
BURDENKO Medical Resort Manager
Thank you for
your attention!

Crimea presentation in izmyr 2013 final

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