The document discusses identifying international marketing opportunities in the medical services industry. It notes that the global medical tourism industry was worth $40 billion in 2004 and is expected to reach $100 billion by 2012, growing at an annual rate of 35%. India has the potential to attract 1 million medical tourists annually, contributing $6 billion to its economy. Key factors driving the emergence of international medical services markets include the rising elderly population in developed countries, increasing costs and capacity constraints in domestic healthcare systems, and India's significant cost advantages compared to countries like the US for various treatments.

1. IDENTIFYING INTERNATIONAL
MARKETING OPPORTUNITY IN MEDICAL
SERVICES
Section A
Group 6

2. CASE SUMMARY
 Global medical tourism industry: $ 40 billion
(2004) $100 billion (2012)
 Expected annual growth: 35%*
 Thailand has emerged as the biggest
destination
 India has the potential to attract 1 million
tourists per annum, which could contribute to
$6 billion to the economy**
 Opening of international markets under WTO to
fuel growth in this sector
Sources: *Medical tourism: Update and implications Deloitte;
**Confederation of Indian Industry

3. TRENDS PREDICTED BY WTO
 Cross border delivery of trade to become
significant
 Telemedicine is also on the rise
 Setting up of hospital chains in international
countries to become another important frontier
 Global movement of healthcare professionals
to be on the rise

4. INDIA’S ADVANTAGE
 Major destination of cost effective medical
tourism
 Medical tourists are coming from diverse
geographies
 India has a large workforce of healthcare
professionals
 Increasing world elderly population has a
potential for India's medical tourism
 Healthcare systems in these countries are under
severe pressure for delivering cost effective
treatments

5. IDENTIFY THE FACTORS CONTRIBUTING
TO THE EMERGENCE OF INTERNATIONAL
MARKETS FOR MEDICAL SERVICES

6. COST ADVANTAGE
USA India South Africa Thailand
Hip Replacement 17,000 2,500 6671 NA
Open Heart Surgery 150,000 5,000-10,000 13,333 7,500
Lasik 3,100 700 2,166 730
 The table shows the cost of certain medial treatments in USD in India compared with
other countries
 We can see that India has a clear cost advantage

7. INCREASE IN ELDERLY POPULATION
 This increase is experienced in USA, UK, Japan,
and other major European countries
 Population of 65+ aged people to double in USA
over the next 15 years
 In UK, population with 60+ aged to form 25% of
the population
 There is an increasing life expectancy in these
parts
 Health insurance premium goes up exponentially
as age progresses

8. INCREASING STRESS IN DOMESTIC
HEALTHCARE MARKETS
 Doctors and nurses joining the workforce in USA,
UK, and Japan are not keeping pace with the
growing demand
 There is an increasing cost of healthcare

9. IDENTIFY THE AREAS WHERE IN INDIA OR
YOUR HOME COUNTRY HAS GOT
STRATEGIC EDGE IN HEALTHCARE
SERVICES VIS-À-VIS OTHER COMPETING
DESTINATIONS FOR MEDICAL TOURISM

10. COST ADVANTAGE (2003)
USA India South Africa Thailand
Hip Replacement 17,000 2,500 6671 NA
Open Heart Surgery 150,000 5,000-10,000 13,333 7,500
Lasik 3,100 700 2,166 730
 The table shows the cost of certain medial treatments in USD in India compared with
other countries
 We can see that India has a clear cost advantage

11. COST ADVANTAGE (2011)
Source: OECD Report;

12. STRATEGIC EDGE
 Provides holistic treatment, including Ayurveda,
to a variety of chronic diseases
 Large workforce of doctors: 20,000 graduating
every year
 World class facility in cardiac surgery,
orthopaedic, neurosurgery, and Lasik

13. EXPLORE THE WEB AND CARRY OUT A CROSS-
COUNTRY ANALYSIS OF THE MAJOR
DESTINATIONS OF MEDICAL TOURISM AND
IDENTIFY THE RANGE OF SPECIALIZED
SERVICES OFFERED ALONG WITH THEIR
STRENGTHS AND WEAKNESSES

14. PANAMA: OVERVIEW
 Major clients come from USA and UK
 Investment boom in health care industry
 Development of super speciality hospitals
 Development of skilled workforce for healthcare
 Two pronged strategy for healthcare and tourism

15. PANAMA: MAJOR SERVICES
 Dental care and related services
 Cosmetic surgery and other corrective services
 Orthopaedic services
 Cardiovascular treatment
 Fertility
 Stem Cell research

16. PANAMA: ADVANTAGES
 Low cost
 Hotel services-most hotels have expanded their
services to include that of being a link between
inbound patients and medical tourism service
 Travel agencies-capitalizing on their experiences
and skills in tourism, travel agencies have
packages that medical travellers can purchase to
enable them tour various parts of the country
 Medical service planners-this category of
facilitators are instrumental in the entire medical
tourism loop.

17. PANAMA: DISADVANTAGES
 Lack of regulation
 Need for development in strong institutional
capacity
Source: http://medicaltourismtoday.com/medical-tourism-in-panama/

18. BRAZIL: MAJOR SERVICES
 Cosmetic and plastic surgery
 Fertility treatment
 Neurosurgery
 Cardiac surgery
 Dermatology
 Dental treatments
 Hair transplants

19. BRAZIL: ADVANTAGES
 Low cost
 Very high quality health services
 Rest and recuperate within Brazil in one of its
many seaside resort locations
 Most Brazilian hospitals accept worldwide
international medical insurance
 Availability of medical tourism facilitator services

20. BRAZIL: DISADVANTAGES
 Cost is still higher compared with Asian countries
Source: http://www.allmedicaltourism.com/articles/destinations/brazil/

21. COSTA RICA: MAJOR SERVICES
 Cosmetic surgery
 Aesthetic procedures
 Orthopaedic surgery
 Dentistry
 Bariatric and laparoscopic surgery
 Fertility and addiction treatments

22. COSTA RICA: ADVANTAGES
 Low cost
 A wealth of high grade medical facilities, world
class medical professionals as well as a WHO
acclaimed health care system which is at par
with the ones in developed countries like the
United States and the United Kingdom
 Good quality of care given before and after
surgery.
 Physicians in Costa Rica spend more time with
their patients compared to doctors in the United
States. quality of care given before and after
surgery

23. COSTA RICA: DISADVANTAGES
 Need to develop capacity
 95% clients from USA, need to diversify the client
base
Source: http://medicaltourismtoday.com/medical-tourism-in-costa-rica/

24. PREPARE A STEP-BY-STEP FLOW
DIAGRAM OF THE SELECTION PROCESS
OF MEDICAL TOURISM DESTINATION FOR
OVERSEAS PATIENTS

25. DEVELOPMENT OF MOTIVATION

26. DECISION MAKING

27. IDENTIFY VARIOUS FACTORS THAT INFLUENCE
A PATIENT’S DECISION FOR CHOICE OF A
COUNTRY AND THE HOSPITAL FOR MEDICAL
TREATMENT. PRIORITIZE VARIOUS FACTORS
AND ASSIGN WEIGHTS SO AS TO ARRIVE AT A
DECISION.

28. FACTORS
 Cost
 Quality
 Safety and Security
 Recuperating Climate
 Insurance Coverage
Sources: http://epubs.scu.edu.au/theses/147/
http://iranht.ir/sites/iranht.ir/files/publications/sciencedirect96740c24-cb7f-20130912092049.pdf
http://www.webster.ac.th/2012/pdf/thesis/2011-12/mba/Kristine%20Ricafort/RicafortK.pdf

29. FACTORS CLASSIFICATION
 Cannot be compensated: Quality, Safety and
Security
 Important: Cost
 Additional: Recuperating Climate, Insurance
Coverage

30. FACTORS CLASSIFICATION
Factor Importance
Cannot be compensated
Quality 30%
Safety and Security 35%
Can be compensated
Cost 25%
Additional
Insurance Coverage 3%
Recuperating Environment 7%

31. THANK YOU!