This document outlines the agenda and speaker lineup for the "Medical Care Beyond Borders" conference taking place in Istanbul, Turkey from February 10-11, 2011. The conference will bring together healthcare, hospitality, policymakers, insurers, and travel industry leaders to discuss opportunities for developing international medical care. Over the two-day event, topics will include industry perspectives on challenges and risks, providing quality patient experiences, social media and marketing strategies, the roles of insurance companies and medical tourism facilitators, and managing international patients. Presentations will be made by representatives of medical centers, clinics, insurance companies, and other organizations from over 15 countries. The goal of the conference is to explore ways to increase international patient flow and build a sustainable

1. WITH CONTRIBUTIONS FROM:
Dr. Hasan Kus
CEO
Anadolu Medical Center, Turkey
Dr. Vlasta Brozicevic
Managing Director
Poliklinika Terme Selce, Croatia
Klaus Pilz
CEO
Health Spa Piestany, Slovakia
Dr. Bojidar Dimitrov
Managing Director, Oral Surgeon Dentist
Smile Dental Center, Bulgaria
Kristo Saariste
Managing Director
The Health Clinic, Estonia
Elizabeth Boultbee
Managing Director, Member of the Board
Boultbee & Co, Medical Tourism Association, UK
Dr. Ants Haavel
Managing Director, Refractive Surgeon
KSA Eye Center, Estonia
Dr. Yasser Elbatrawy
Orthopedic Surgeon
Cairo International Medical Center, Egypt
Dr. Jerzy Kolasinski
Aesthetic Surgeon
Hair Klinika Kolansinski, Poland
Mario Marinov
Managing Director
Peti Kantun, Croatia
Yurtsen Adiyaman
President
Holiday for Health, Turkey
Dr. Rajkumar Palaniappan
Gastroenterology & Obesity Surgeon
Apollo Victor Hospitals, India
Dr. Stefan Kottmair
Managing Director
Almeda, Germany
Anna Possberg
President
MedPro Bavaria, Germany
Dr. Prof. Esma Demirezen
Managing Director
Hygieia Turkey Medical Travel, Turkey
Speaker TBA
AXA, France
Duncan Craig
Head of Sales
Aetna Insurance, UK
Simon Kelly
Head of Sales & Marketing
Global Health Cover, UK *
KEY TOPICS TO BE ADDRESSED INCLUDE:
An In-Depth Look at Industry Perspectives, Challenges and Risks
Quality Medical Care: Providing the Ultimate Patient Experience
Using Social Media to Generate Business Inquirers and Attract More Patients
Reinforcing Marketing and Branding Strategies in Order to Enhance International
Competitiveness and Patient Flow
How Insurance Companies Are Approaching Medical Travel & Expatriate Customers
Integrating Medical Tourism Into a Health Insurance Plan
Patients Beyond Borders: International Patient Management
Furthering the Goals of the Medical Tourism and Healthcare Travel Industry
Learn Why Online Healthcare Marketing is a Must
These are very exciting times to be involved in the medical tourism industry and keep the focus on
the international patient. But as new opportunities arise in any industry, so does new competition!
A significant practice to remember is that most business done in this industry is through personal
relationships and building trust and friendships. This can’t be done through impersonal email
or telephone conversations. People in the industry need to get out there, network and build the
foundations of strong business and personal relationships in order to succeed in the future.
A convergence of healthcare, hospitality, policymakers, insurers and travel industry leaders, this
international conference is envisioned to be a forum for different countries to hold multilateral
dialogues and strategically discuss how they can further develop international medical care.
Together, we will explore global opportunities for the industry, how to raise awareness and find
answers for one of the most important questions: how to increase the international patient flow and
build a sustainable reputation!
Medical Care Beyond Borders
Tapping the Potential of the International Patient Market
February 10th & 11th 2011
Istanbul, Turkey
UNIGLOBAL 2011 www.uni-global.eutel +420 234 250 250 fax +420 224 210 242

2. 08:30 Registration & Morning Coffee
09:00 Welcome and Opening Remarks from the Chair
1. CHALLENGES & OPPORTUNITIES IN A MULTIMILLION
DOLLAR INDUSTRY
09:10 The Role of Medical Tourism Facilitators as Relationship
Managers
• The need of a supporting system and why patients decide for a
facilitator
• Going beyond the obvious arrangements and offering a seamless
combination of services, with an impeccable deliver
• Increasing credibility and trust of patients through international
accreditation: better prepared and confident facilitators
• Expecting the unexpected
Elizabeth Boultbee, Managing Director & Member of Board
Boultbee & Co, Medical Tourism Association, UK
9:50 Case Study: Potential Gold Mine for Agents: The Profitability
of Booking Patients Into Hospitals Abroad
• More than just normal tourism with a sprinkling of healthcare: focus on
the medical aspect of the journey
• Medical services companies, not niche-oriented travel agencies
• Identifying the most appropriate destination for any individual
requires an understanding in different key areas
• Establishing successful partnership strategies
Anna Possberg, President, MedPro Bavaria, Germany
10:30 Refreshments & Coffee Networking Break
2. QUALITY MEDICAL CARE: PROVIDING THE ULTIMATE
PATIENT EXPERIENCE
11:00 Case Study: Performing Surgery at Affordable Prices While
Maintaining the Highest Quality
• Developing a sustainable competitive advantage in the international
marketplace through high-quality care
• The quality of treatment as a key price determinant
• Building credibility through specialized physicians and ISO 9001 Quality
Certification standards
• Doctors and nurses trained in the post-procedural stage to provide a
continuum of patient care
• The role of patient education to achieve high scores in patient satisfaction
from service
Dr. Ants Haavel, Managing Director, Refractive Surgeon
KSA Eye Center, Estonia
11:40 The Intangibility of Quality of Care and How it Can be Sold in
Order to Attract Patients and Live Up Their Expectations
• Quality of care vs. low cost prices: what influences most the patient’s
decision?
• How to straighten the relationship with future patients and increase their
confidence and trust?
• Making quality your hallmark of success
Dr. Yasser Elbatrawy, Orthopedic Surgeon
Cairo International Medical Center, Egypt
3. REINFORCING MARKETING & BRANDING STRATEGIES
TO ENHANCE INTERNATIONAL COMPETITIVENESS
13:40 Don’t Let Your Guard Down! Generating Larger International
Patient Flow Through Brand Awareness
• Perception of the destination and misconceptions
• Less consumer awareness equals loss of market positioning in the future
• Transforming national brand into international brand and achieving
international recognition
• Partnerships between foreign institutions and local healthcare facilities
• Solid research and evidence-based decision making to increase patient
volume
14:20 The Value of Social Media Marketing for Medical Tourism
• Social media strategy: we will no longer search for products and services,
they will find us via social media
• Social media marketing channels: brand awareness and market position
• Mobile channel in marketing strategy – web site adjustments
• Social media engagement: if you are out there, you can be found / if
customers find you, they can contact you / if they contact you, you can sell!
• Customer relationship: your credibility is everything!
Mario Marinov, Managing Director ,Peti Kantun, Croatia
15:00 Afternoon Refreshments & Networking Break
4. SUCCESSFULLY ATTRACTING FOREIGN PATIENTS
15:30 Case Study: Spa, Wellness and Alternative Therapies:
Looking Beyond Clinical Care
• The latest trends and technology of the industry: what are customers
asking for?
• Feasible approaches and techniques to sustain the Spa and Wellness business
• Leveraging your wellness center to a totally different level
• Implementing successful and beneficial wellness programs and increasing
revenues
Klaus Pilz, CEO ,Health Spa Piestany, Slovakia
16:10 Furthering the Goals of the Health Tourism Sector:
Bridging the Gap Between Patients and Doctors
• Optimizing pre-tour consultation by case records, tele-conferencing, calls
and mails
• Providing post-tour follow-up service by establishing relationship with local
hospitals, doctors and insurers
• Looking beyond borders by enlarging geographical footprints with
representative offices in other countries
• Implementing successful and beneficial wellness programs and increasing
revenues
Dr. Rajkumar Palaniappan, Gastroenterology & Obesity Surgeon
Apollo Victor Hospitals, India
16:50 Case Study: Spa & Wellness How The Health Clinic is
Successfully Attracting Foreign Patients
• Trends: what customers are asking for
• Packages: what the main procedures are, what’s new, and what should still
be developed
• Feasible approaches and techniques to sustain the Spa & Wellness business
• Corporate Wellness
Kristo Saariste, Managing Director
The Health Clinic, Estonia
17:30 Chairman’s Summary & Closing Remarks
Day 1 10th of February,2011 Istanbul
Medical Care Beyond Borders Tapping the Potential of the International Patient Market
UNIGLOBAL 2011 www.uni-global.eutel +420 234 250 250 fax +420 224 210 242
12:20 Networking Lunch
A great opportunity to interact with market leaders
in a relaxing environment, discuss ideas, meet interesting people, and
increase your contacts

3. 08:30 Registration & Morning Coffee
08:50 Welcome and Opening Remarks from the Chair
5. MEDICAL TOURISM: AN ECONOMIC BOOST TO A
COUNTRY
09:00 The Role of the Government in Supporting the Health
Tourism Sector
• Facilitating and encouraging industry development
• Government initiatives in supporting the sector and promoting a
country as a prime destination
• Using medical tourism to help increase quality of healthcare for
the local population
09:40 Case Study Smile Dental: The Endless Opportunities for the
Industry in Dental Tourism
• Overseas dental procedures
• Preparing your clinic and staff for receiving new and demanding
international patients
• Making use of internet marketing successfully: what’s working for
us
Dr. Bojidar Dimitrov, Managing Director, Oral Surgeon Dentist
Smile Dental Services, Bulgaria
10:20 Refreshments & Networking Break
6. HOW INSURANCE COMPANIES ARE APPROACHING
MEDICAL TRAVEL & EXPATRIATE CARE
10:50 Case Study: Integrating Medical Tourism Into a Health
Insurance Plan
• The pros and cons of insuring what many thing of uninsurable
• Defining the different types of medical tourists
• New insurance products with focus on health tourism
• Eliminating the fear factor in medical travel insurance
• Increased customer satisfaction
Speaker TBA, AXA, France
11:30 Case Study: The Effects and Contributions of Insurance
Companies for the Health Tourism Sector
• A Business Model from Holiday for Health
Yurtsen Adiyaman, President, Holiday for Health, Turkey
12:!0 Providing Effective and High Quality Healthcare to
International Employees and Expatriates
• Issues with providing health insurance on an international basis for
employees working abroad and expatriates
• Underwriting procedures
• Competitiveness and price
• Excellent service levels for demanding customers and an in-depth
understanding of the expat’s needs
Duncan Craig, Head of Sales, Aetna Insurance, UK
7. PATIENTS BEYOND BORDERS: INTERNATIONAL
PATIENT MANAGEMENT
14:00 Treating Chronic Diseases Abroad: Who Takes Care of the
Patient?
• Pre & post-operative care
• Supporting and escorting the chronically ill patient
• Quality assurance via telemedicine
• Involving the patient into the treatment cycle: empowering the
informed patient
Dr. Stefan Kottmair, Managing Director, Almeda, Germany
14:40 Case Study: 20 Years of Experience - The Positive and
Negative Aspects of the Business
• Medicolegal responsibility
• Ensuring transparency from cost to outcomes data
• Protecting your business from unstable patients
• Managing post-operative complications
Dr. Jerzy Kolasinski, Aesthetic Surgeon
Hair Klinika Kolansinski, Poland
15:20 Afternoon Refreshments & Networking Break
15:40 Wider Range of Services to Entice Foreign Patients: How
Medical Services Are Key to Encouraging Patient Access
• Understanding cultural issues when dealing with international
patients: the bilateral process of educating patients and hospital
• Accommodating to patients’ religious, dietary and cultural needs
in order to provide comprehensive healthcare
• Patient satisfaction vs. patient delight: fulfilling patients’ demand
of a total consumer experience
• Identifying and building highly committed inter-segment and
trans-segment alliances
Dr. Esma Demirezen, International Patient Coordinator
Hygieia Medical & Travel, Turkey
8. THE FUTURE OF MEDICAL TOURISM AND
HEALTHCARE TRAVEL INDUSTRY
16:20 Pursuing the Holy Grail of International Patients: Planning
Your Strategy for 2011 and Beyond
• Focusing and thinking recession-proof niche
• Affordability, high quality and excellence in service
• The forecast for medical tourism: what will the industry look like
in the next 5 years?
Dr. Vlasta Brozicevic, Managing Director
Poliklinika Terme Selce, Croatia
17:00 Closing Remarks & Chairman’s Summary
Day 2 11th February, 2011
Medical Care Beyond Borders Tapping the Potential of the International Patient Market
UNIGLOBAL 2011 www.uni-global.eutel +420 234 250 250 fax +420 224 210 242
Istanbul
12:50 Networking Lunch
A very interesting and interactive lunch, where participants will be
discussing pre-selected topics in small groups, with the contribution
of a table moderator to make the discussions more energetic.
12:50 Networking Lunch
In order to bring added value to the conference we plan to arrange
an interactive session during the lunch on Day 2. We will invite all
of our participants to be actively involved in this session to share
international and local experience, and in return take away new ideas
and inspirations from industry peers across the globe.
What can you expect?
The discussion will commence during the ‘STRATEGIC INTERACTIVE
LUNCH’ on Day 2 at 12:50. Each table is assigned with a strategic topic
relating to the conference content. Conference participants will select a
table based on the topic they would like to discuss, and the questions
they would like answered. We strongly recommend that each table
nominate a leader who will chair the discussion.

4. Terms & Conditions
1. Substitute delegates are welcome, but at least 3 day’s notice of the change must be given. 2. If Uniglobal decides for any reason to cancel the event, the full refund of the registration fee will be made to the registered customer.
However, no refunds or part refunds shall be made by Uniglobal for changes in event programme, dates, venue, or speaker composition. 3. In the event that Uniglobal changes the dates or postpones the Conference, delegate payments at
the postponement date will be credited towards the rescheduled date. 4. If the delegate is unable to attend the rescheduled event, the delegate will receive a 100% credit representing payments made towards a future Uniglobal event. 5.
Cancellations received in writing by 7th of January 2011, will be refunded in full less an administrative charge of 25% of the conference fee. Should you need to cancel your registration after this date, the registration fee remains payable
in its entirety. 6. All cancellations must be done in writing stating the mailing date. 8. Registered delegates who cancel their attendance or do not show at the event will receive conference documentation.
Accommodation
Hotel accommodation and travel expenses are not included in the registration fee.
CONFIRMATION
Once a conference space has been allocated to you, we will write to
confirm the date and receipt of your payment.
UNIGLOBAL
Conference code: MT_2011_09.11.10
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Registration Form 10th, 11th February, 2011
SPONSORSHIP
A limited amount of exhibition space and other packages are available for
leading solution providers to attend the conference. For further information,
please contact: Laurent Casano
+420 226 250 250 lcasano@uni-global.eu
WITH THANKS
I would like to thank everyone who assisted with the research and organisation
of this conference, particularly the speakers for their support and commitment.
Sabrina Hadek, Production Manager
+420 234 250 225 sabrinai@uni-global.eu
PAYMENT Conference Fee: 1341 Euros
Medical Care Beyond Borders Tapping the Potential of the International Patient Market
ALTERNATIVE FEES
Option to buy conference material: 300 Euros
UNIGLOBAL 2011 www.uni-global.eutel +420 234 250 250 fax +420 224 210 242
Istanbul