The entire detail of Medical tourism. Includes PEST, SWOT, Porters' 5 Forces, STP and 4 P's.

1. MEDICAL TOURISM
YOUR PARTNER IN HEALTH, AROUND
THE WORLD.

2. This presentation will be
conducted by:
▹ Himanshu Zade (QA 13)
▹ Jeel Ghelani (PT 01)
▹ Yash Vardhan Lohia (PC 09)
2

3. ”
Medical tourism is the pursuit of
medical care abroad and
simultaneous
engagement in more conventional
forms of tourism.
3

4. ”
“Medical Tourism is one of the fastest growing segments of
healthcare throughout the world. Patients are more
educated than ever and are going online to research
information and are traveling to where they can get the
best quality care at an affordable price. Medical Tourism
also allows patients access to medical care or treatment
that isn’t available in their home country.”
Jonathan Edelheit, CEO of Medical Tourism Association™
4

5. HOW DID IT ALL
START?
Let’s go back in time..
5

6. HISTORY OF MEDICAL TOURISM
▹ Medical tourism dates back thousands of years to when Greek pilgrims
traveled from all over the Mediterranean to the small territory in the
saronic gulf called Epidauria. Epidauria became the original travel
destination for medical tourism.
▹ Spa towns and sanitarium were the form of early medical tourism.
People travels to these destinations for medical benefits. From the 18th
century wealthy Europeans travelled to spas from Germany to the Nile.
▹ In Roman Britain, patients took the waters at a shrine at Bath, a practice
that continued for 2,000 years.
▹ In 1326, a little village in east Belgium gained overnight fame after the
discovery of the iron-rich hot springs. It developed into a full-fledged
health resort in 16th century.

7. HISTORY OF MEDICAL
TOURISM IN INDIA
▹ India is also historical medical tourism
destination. The yoga gained popularity 5000
years ago. Indian medical science is as old as
the Indus valley civilization.
▹ India has been visited by constant stream of
health travelers seeking to heel themselves
through Ayurveda.
▹ Ayurveda has always been preserved by the
people of India as a traditional “science of life”
from thousands of years.
▹ Susruta was the very famous surgeon of
ancient India.

8. WHY ARE
PATIENTS
TRAVELLING
INTERNATIONALLY
FOR MEDICAL
TOURISM?
8

9. REASONS
▹ High quality of healthcare.
▹ Affordability.
▹ Access of care or Better availability.
9

10. FACTORS THAT AFFECTS
SELECTION OF COUNTRY10

11. 11

12. WHY THESE DESTINATIONS?
The making of a world-class healthcare destination is complex. We consider a
variety of factors, including:
▹ Government and private sector investment in healthcare infrastructure.
▹ Demonstrable commitment to international accreditation, quality assurance, and
transparency of outcomes.
▹ International patient flow.
▹ Potential for cost savings on medical procedures.
▹ Political transparency and social stability.
12

13. WHY THESE DESTINATIONS?
▹ Excellent tourism infrastructure.
▹ Sustained reputation for clinical excellence.
▹ History of healthcare innovation and achievement.
▹ Successful adoption of best practices and state-of-the-art
medical technology.
▹ Availability of internationally-trained, experienced medical staff.
13

14. 14

15. 15

16. 16

17. INDIA OFFERS ONE OF THE CHEAPEST
HEALTHCARE FACILITIES IN THE WORLD17

18. REASONS OF MEDICAL TOURISM
▹High savings.
▹No wait-lists.
▹High quality treatment.
▹World class facilities.
▹Access to latest technology.
▹Best surgeons.
▹Customer care.
▹Travel opportunities.
18
High Savings
No Waiting
High Quality
treatment
World Class
Facilities
Best
Surgeons
Best customer
services
Travel
opportunities

19. JCI ACCREDATED HOSPITALS IN INDIA
19
No. Name Location Date Of Accreditation
1 Aditya Birla Health Services Ltd. Pune, India Since 14 Dec 2012
2 Ahalia Foundation Eye Hospital Palakkad, India Since 31 Dec 2009
3 Apollo Gleneagles Hospitals Kolkata, India Since 23 Jan 2009
4 Apollo Hospital, Bangalore Bangalore, India Since 17 July 2008
5 Apollo Hospital, Chennai Chennai, India Since 28 Jan 2006
6 Apollo Hospital, Hyderabad Hyderabad, India Since 27 April 2006
7 Artemis Health Institute Gurgaon, India Since 11 Jan 2013
8 Asian Heart Institute Mumbai, India Since 19 Oct 2006
9 Fortis Escort Heart Institute New Delhi, India Since 19 Feb 2010
10 Fortis Hospital, Bangalore Bangalore, India Since 8 Feb 2008
11 Fortis Hospital, Mohali Mohali, India Since 14 June 2007
12 Fortis Hospital, Mulund Mumbai, India Since 25 Aug 2005
13 Indraprastha Apollo Hospitals New Delhi, India Since 17 June 2005
14 Medanta- The Medcity Gurgaon, India Since 30 Aug 2013
15 Moolchand Hospital New Delhi, India Since 4 Dec 2009
16 Narayan Institute Of Cardiac Sciences Bangalore, India Since 20 Jan 2011
17 Narayan Multispecialty Hospital, Jaipur Jaipur, India Since 26 July 2012
18 Satgur Partap Singh Apollo Hospital Ludhiana, India Since 2 Feb 2007
19 Sri Ramachandra Medical Center Chennai, India Since 6 Feb 2009

20. PEST ANALYSIS
Will your business thrive?
20

21. POLITICAL FACTORS
▹ Government stability.
▹ Visa requirement for medical tourist.
▹ Ministry of health.
▹ Ministry of tourism.
▹ Growing political focus and pressure on healthcare.
21

22. ECONOMICAL FACTORS
▹Inflation.
▹High transportation cost.
22

23. SOCIO-CULTURAL FACTOR
▹Degree of conversation-openness.
▹Difference in social class of tourist.
▹Well being of local society.
▹Awareness among the people about importance of
medical tourism.
▹Multi-cultural environment.
23

24. TECHNOLOGICAL FACTOR
▹ R and D expenditure.
▹ Use of information technology in medical field.
▹ New and better medical equipment for
treatment.
24

25. PORTER’S FIVE
FORCES
The barriers to business.
25

26. THE FIVE FORCES26
SUPPLIERS
SUBSTITUTES
NEW ENTRANTS
BUYERS

27. POWER OF THE SUPPLIER
Bargaining power of suppliers in this industry
is high because quality of products and
timely delivery matter and there are less
number of quality suppliers.
27

28. POWER OF THE BUYERS
▹ Bargaining power of customers is low because
of trust and loyalty.
▹ Single patient makes a very small fraction.
▹ Lesser alternatives in domestic area.
▹ Uniqueness causes take or leave cases.
▹ Increase in number of options has given
customers some bargaining power.
28

29. THREAT OF NEW ENTRANTS
▹Big threat of new entrants in the
industry.
▹Number of players has increased
considerably in recent times.
▹Not easy to enter.
▹Experience and Network matters.
29

30. THREAT OF SUBSTITUTES
▹Customers may go for public hospitals
which are inexpensive.
▹Price value depends upon destination.
▹Customers might go for E-Health.
▹Closest competitors are Travel
Industries.
30

31. COMPETITIVE RIVALARY
▹ Increase in number of private players in the market has led
to increased competition as it is an infant industry.
▹ However, number of hospitals are still low compared to the
requirement so there is not much competition in the
market.
▹ Not much of a price difference
between firms.
▹ Less exit barriers.
31

32. SWOT ANALYSIS
Know yourself better.
32

33. SWOT ANALYSIS OF MEDICAL TOURISM

34. STRENGTHS
▹ Indian doctors are recognized as amongst the best at international
levels; skilful, qualified.
▹ High quality treatment in low cost.
▹ Doctors and staff good at English which makes it comfortable for
tourists from English speaking countries.
▹ Because of absence of racial discrimination, customers, especially
from Africa, are comfortable in India.
▹ Education system provides 30,000 doctors and nurses each year
which support the growing medical sector in India.
▹ Patients across the globe more than 55 countries are treated in India.
▹ World class medical technology, equipments and facilities in India at
par with world best standards.

35. ALTERNATIVE
ATTRACTIONS
FOR
MEDICAL
TOURISM
NATUROTHERAPY
YOGA

36. WEAKNESS
▹ As of 2011, India only had 19 JCI and 63 NABH accredited
hospitals which decreases the size of potential market
especially for customers from developed countries.
▹ Though the Cost of treatment is less in India, other costs like
accommodation may prove to be inhibitive, especially for
customers from low income economies.
▹ Maximum medical tourist is from non English speaking parts
of the world which highlights the need for training of
linguists for example specialists of Arabic.
▹ Low Co-ordination among the various service providers in
the industry– airline, hotels, travel agents and hospitals.
▹ Unhygienic country as per Perception of the Customer.

37. OPPORTUNITIES
▹ Demand from countries with underdeveloped healthcare
facilities.
▹ Cost of medical treatment in developed western world remaining
high, provides Indian medical tourism sector with a unique
opportunity.
▹ They compare western service providers with Indian service
providers and find Indian medical care cost effective.
▹ Treatments that require long waiting periods (e.g. open heart
surgery, joint replacement, cancer treatment) is also a motivating
factor for them to come to India for medical care.

38. THREATS
▹Lack of infrastructure and visa problems.
▹High competition from other Asian countries
like Singapore, Thailand, Malaysia etc.
▹Low-investment in health infrastructure.
▹General infrastructure is not impressive.

39. SEGMENTS,
TARGET &
POSITIONING
AREAS.
39

40. SEGMENTATION
Healthcare
service
Efficacy.
Individual
ability of
Hospitals.
40
Get care
with
respect.
REASONS FOR CUSTOMERS TO GO FOR MEDICAL TOURISM

41. ON THE BASIS OF TREATMENT
▹Preventive Treatment
▹Rejuvenative Treatment.
▹Cosmetic Treatment.
▹Curative Treatment.
41

42. IS
THAT A
HOSPITAL?
42

43. ON THE BASIS OF COST
▹ Elite Multispecialty Hospitals- Have tie-ups with various
Hotel services for pleasant stay. e.g., Apollo Glengales
with Hyatt Regency Hotels.
▹ General Hospitals- e.g., Sujay Hospital.
▹ NGO run Hospitals- e.g., Shankar Netralaya.
▹ Government Hospitals- e.g., Cooper Hospital
& V.N. Desai Municipal General Hospital.
43

44. ON THE BASIS OF GEOGRAPHY
▹1st World Countries- USA, Canada, Australia,
UK.
▹2nd World Countries- Russia, Ukraine.
▹3rd World Countries- Afghanistan,
Bangladesh, Saudi Arabia.
44

45. TARGET AREAS
▹ Countries with expensive healthcare systems.
▹ Diaspora Population- People from India whose
second generation now lives in a bigger, more
developed country.
▹ Neighboring Countries.
▹ Developing Countries and Sub-Saharan Regions of
Africa.
45

46. MAJOR AREA OF THE CUSTOMERS
46

47. POSITIONING AREAS
“What does the hospital wants to be known for?”
▹ Positioning is difficult- More intangible goods than the
tangible goods.
▹ The intangible elements of service, including staff
competence, reputation, expertise, and skills form the
basis for positioning of tourism products.
47

48. POSITIONING STRATEGIES
▹ Holistic traditional Indian therapies added with tourism
focus.
▹ Mainstream medical treatment provided by private
hospitals.
▹ Offering mainstream medical treatment and traditional
therapies as a package which needs to be positioned
separately and communicated to different target
audiences.
48

49. THE MARKETING MIX
4 P’s of Marketing
49

50. THE FOUR P’s50
PRICE
PRODUCT
PLACE
PROMOTION

51. 51

52. 52
THANKS!
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