Buhholcz

Dipl.-Kfm. Matthias Buchholz - Budapest, 09.03.2010

Destination Marketing in Health CitiesBest Practice Germany & Austria

Destination Marketing Workshop IIBudapest

� German-speaking countries� Central Eastern Europe (CEE)� South Eastern Europe (SEE)

Kohl & Partner Hotel and Tourism Consulting

• ISO-certified• UNWTO-member• AQA-winner 2006

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Health and Medical Tourism Products by Kohl & Partn er

Real Estate Consulting

Infrastructure Development Excellence in health & medical tourism

Health Destination Development

medical tourism

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Contents

1 European Market for Health & Medical Tourism

2 Role of Destination Marketing in Health & Medical Tourism

3 Best-Practice Destination Marketing Health Cities Germany / Austria

4 Deductions for Hungarian Health Cities

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2 major Categories of Health Tourism

Medical tourism / Patient tourism• Inpatient and outpatient

Spa- and Wellnesstourism• Wellbeing• Inpatient and outpatient

treatments• Cures• Medical Check-ups• Prevention etc.

• Wellbeing• Beauty• Cosmetic• Relaxation

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Legislative framework in the EU will foster cross-b order health care within European borders

• 1% of the EU- healthmarket =~ 10 bln Euro

• Development of a guideline• Development of a guideline• Free choice of place of treatment

within the EU• Simplified reimbursement• High potential in countries with

an undeveloped healthcare infrastructure

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Quality is the major driver of medical tourism in E urope, low prices are major strength of CEE/SEE, Asia, Sou th America

Why do people travel formedical treatments?

• Lacking skills for treatment Price -Level = Major possibilities in the homeland (91%)

• higher quality of treatment (78%)

• treatment by a well-known specialist (69%)

• reduced waiting period (64%)• 48% due to a more

favorable treatment price Eurobarometer (Gallup Institute, 2007)

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Price -Level = Major Chance for Asia, Eastern Europe, South America


Euro Health Consumer Index 2009

Health Consumer Powerhouse

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Health & Medical Tourism Incoming-Potential to CEE

CEE

High Potential

Low Potential

Mid Potential

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Contents





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Destination Management

Development of a masterplan forthe destination

Sustainable health

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2Realisation of cooperations in the destination

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Sustainable health & medical tourism destination development

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Development of products and newattractions

Professional strategic and operative tourism marketing

Development of a professionaltourism organisation

Quality management and qualityimprovement-program

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Which questions of the medical tourists need to be answered by the providers and how?

„Who offers my treatment?“

„Who is paying my treatment?“

„Where do I have to go?“

„Who speaks my language?“

„Who organises my medical treatment?“

„Who organises my transfer and VISA?“

„Where is my family accomodated?“

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Health Cities offer a complex Service-Chain

Family doctor visit/ IT-platform/

fair

Patient Service

Organisation and administration of the suppliers, finances, personnel, IT-systems, quality standards

Authorities, fairs, diplomacy, insurance systems, int.

contracts

fair

Return transportFamily

doctor visit

outgoing-transport

Hotel- / Hotel run contained/accomodation/ Gastro

International Department

Rehabilitation / Documentation

Health Care Unit

Infrastructure Health service, Tourism, Transport, etc.

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Source: Kohl & Partner


The medical tourism destination is an interdiscipli nary cluster and requires a management body

Patient-mediator

SurgeryMedical Center Gym

Tourist feature

Public authorities

OutpostIT-Platforms

Uni-versity

Hotel

Hospital

Organi-sation

CertifierRehabilitation

mediator

Insurance

Retail

Patient service / interpreter

Gym

health destination of the future

Cluster-management

+ DMO

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Source: Kohl & Partner


Destination Branding for Health Cities

Political Level

Destination Level

Company Level

Personal Level professors, testimonials, etc.


Contents





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Bad Kissingen – The most famous health city in Germa ny

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Contents





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Price Value-

To Do-List Health City Marketing in Hungary

high

tourism

development

Cluster buildingCooperation withhealth

insurances

Cooperation withtour operators

QUALITYHard- and

Education

Price Value-Relation

Impact on health& medicaltourism

Priority

low high

Destinationbrand

development

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Hard- andSoftware

Investments


3-fold Development Program on the company level

Management System / Organization / HRM

Product-Service / Quality ManagementExcellence program for health & medical

tourism on the

Marketing, Branding & Sales

tourism on the company level

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3-fold Development Program on the destination level

Destination Management & Organization

Quality Program for Health & Medical Tourism Destinations

Excellence program for health & medical

tourism on the Tourism Destinations

Marketing & Sales Optimization Program for Health Destinations

tourism on the destination level

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Distribution Channels for Incoming Health / Medical Tourists

Health Insurances

Pension Funds

Demand Side Distribution Channels

Trade Fair/

Cross-BorderHealth Care

Examples

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Self-Payors

Healthy

Sick

Companies

Patient Mediator

Trade Fair/ Diplomacy

Travel Agent / Tour Operator

DiagnosticCenter

IT-Platform


Deductions for Hungarian Health Cities

Development ProgramDestination Level

Contract Med. Facilities –International Patient Mediators

Cluster-Initiatives / PPP-Networks / Brand

Hungarian Health & Medical

Governmental Support / High Diplomacy

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Destination Level

Development ProgramCompany Level

Systematic Cross-Border Health Care / Insurance Contracts

Health & Medical Tourism Market

High Diplomacy

Thank you for your attention!


Kohl & Partner Wien GmbHWallnerstr. 31010 ViennaAustria

T +43-1-532 6335F +43-1-532 2841 20E [email protected] H www.kohl.at

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