1. Positioning Turkey in Medical Tourism Hub

2. Content Turkey As MT destination Key drivers to support the MT
Factors impacting MT
GCC as potential market for Turkey MT.

3. Who is going where for Medical Tourism….
Source: Healthcare Special report - EIU 2011 and Dubai Medical Tourism Research 2012
Source: Mint.com on the Global Medical Tourism Info graphic

4. Turkey As a competitive country
There are 28 hospitals, 3 Genetic Diagnostic Center, independent laboratories, more than 4,000 beds and over 2,000 physicians.
Health care affiliations and collaborations with a prestigious providers;
John Hopkins, Harvard Medical International, Mayo clinic, Houston Memorial, and Sloan-Kettering Cancer Center.
High Medical capabilities and expertise in the level of liver and kidney transplantation, Bone marrow transplantation, Robotic surgery and Cardiology and cardiovascular surgery.
*Turkish Accredited hospital association.

6. Medical Tourism Market Segmentation - Positioning of Destinations
Centers of Excellence – quality focus
USA
Singapore
Germany UK
Switzerland
Korea
Value Offering (Quality + Price mix – Low cost)
India
Czech Republic
Hungary (for dental and spa)
Bulgaria
Jordan
Belgium (in respect to Germany & US)
Niche services positioning
(specific treatments)
Cuba (for ophthalmology)
Philippines (spa treatments & therapies)
Japan (Radioactive therapies for cancer)
Tourism driven value proposition
(supported by tourist infrastructure and popularity of the destination)
Thailand
Turkey
South Africa
Greece
Spain and Portugal
Location centric value offering
(focus on 1-2 nearby countries)
Malaysia (Indonesian patients – 70%)
Taiwan (Mainland China patients– 80%)
Poland (Russia, Scandinavian nations)
Canada (US patients – 80-90%)
Mexico (US Patients - >90%)
Costa Rica (US Patients - >90%)

7. Medical Tourism – The Approach
Price benchmarking with other destinations
Understand target markets for MT
Identify priority health services
Medical Tourism
Marketing
of identified health services in China
Health facilities and hotel tie ups
Tourism, travel and visa support

8. To support Medical Tourism
Continuous government support of the industry
Systematic collaboration of the MT stakeholders
Insurance company promotion of medical tourism
Multiple surveys of patients’ experiences at facilities.
support in investment
promoting quality care or a cluster of facilities within an attractive location.
Strong marketing & branding strategy to promote Turkey as tourism hub especially in the GCC.

9. Medical Tourism support a Country
Economically ;
tourism revenues
Produce foreign exchange
Improves the health services
Increase access to health care.
Attract brains from other countries

10. Reasons to travel for healthcare involve a lot of factors for patients and payers…
Expertise of the doctors or surgeons involved, and the quality of aftercare.
Ease of travel, including the possibility of combining treatment with a holiday;.
Familiarity with the country, language and the healthcare system;
Risks for the patient, which range from quality concerns in the healthcare system to general risks, such as terrorism.
Cost, both for the treatment and for the stay.
The perceived value from treatment abroad considering the quality of health system in the home country and malpractice.
The waiting time for the procedure in the home country compared with the medical travel location.
The availability of after care services post surgery
The availability of information on quality/cost and the experience surgeons.
Source: Healthcare Special report - EIU 2011 and DHA Overseas Treatment Survey 2012

11. Important factors to Consider
1. Medical;
Are we using innovative evidence based techniques?
Do we have strong credentialing system for our providers?
Is our quality standard comparable to competitive countries?
Complication rates.
Infection control.
Medical errors.

12. Cost for uninsured patients / procedures
Cont/factors
2. Financial;
Cost for uninsured patients / procedures
Cost of complications is carried by home country in case of infection.
Decreased access to specialized services for citizen
Decreased training resources
Coercive use of medical tourism by insurance companies
Shortage of nurses / physicians.

13. Cont/factors
3. Ethical
Infrastructure development may be focused on industry rather than local needs
Infrastructure costs may be passed on to local population in form of increased taxes or reduced services
Emphasis on high tech care.
Brain drain from public to private sector

14. Cont/factors 4. Legal; Are we protected against substandard care by:
Professional licensing & credentialing system.
Institutional policies.
Legal remedies.
Care provided in MT country may not meet tourist home legal standards
Disclosure of risks, benefits.
Credentialing of professionals.
Access to legal remedies.
Limitations of medical liability.

15. 50% of 6 mn medical tourists go to South East Asia and C&E Europe for treatment
Source: Various market reports incl. estimates from Deloitte Medical Travel Report

16. Industry Drivers: Factors that have lead to the rise of Medical tourism
Government policy –
Around 50 countries have now identified medical tourism as a strategic national industry.
Developments in information technology - The Internet has enabled patients to research options beyond national borders, and expanded international marketing opportunities.
Lower air fares -The advent of economic airlines and a drop in airline fares have made medical travel more affordable.
Increasing foreign investment - it impacted the provision of healthcare services by leading to improvements in quality and efficiency and investment in health care.
Internationalization of the medical workforce - As healthcare systems expanded, more immigrant healthcare workers get employed. This has given medical staff valuable international experience, and has allowed Western patients to become familiar with dealing with foreign medical staff.
Internationalization of medical training and accreditation - This prompted some harmonization of medical training, and the spread of English as an international language had impacted highly on health system.
The rise of facilitator firms – this have supported the MT; such as arranging accommodation and acting as a mediator with the hospitals. These agencies also act as a channel for governments and hospitals to promote medical services.
Source: Healthcare Special report - EIU 2011)

17. GCC As potential Market for Turkey
Arabian Gulf citizens spend an estimated Dh91.8 billion a year for treatment
abroad with medical tourism picking up in countries such as India, Thailand and Singapore.
Where GCC people mainly going?
Germany
United Kingdom
India
Thailand
Singapore
USA
It is projected that GCC health market to grow at an annual rate at a CAGR of 11.4% to USD43.9 billion by 2015 from an estimated USD25.6 billion in 2010
Some experts estimate health spending to grow to USD 60 billion in 2025 with growth in inpatient and outpatient market due to increased disease prevalence coupled with rising healthcare cost/inflation

18. GCC Population has grown considerably over the past 5 years
CAGR:2.2%
The GCC population expanded at CAGR of 2.2% to 41.6 million during
The expatriates make up to 49% of the region’s population.

19. GCC Population is expected to rise to over 50 mn in 2025
By 2025, the population in GCC will reach 50 million. The vast majority will be under the age of 25.
Growth in GCC is largely due to increasing number of expatriates in the region’s developing economies.
Source: International Database- Census bureau

20. GCC – Health Indicators and Risk Factors
NCD’s a % of total for cause of mortality
66%
83%
71%
69%
76%
79%
% Overweight out of total population
71%
56%
69%
72%
79%
71%
% Obesity out of total population
33%
21%
33%
33%
42%
33%
% at risk from raised blood pressure
33%
34%
29%
37%
28%
35%
WHO: Non communicable diseases country profiles 2011

21. Factors Related to Treatment Abroad
The general atmosphere in the destination country (language, hospitality, religion, customs and traditions)
Political environment and security
The entertainment side of the trip and the possibility of a vacation along with the treatment
Availability of brokers and health offices
Geographical closeness of the destination country to GCC
Affordability of treatment abroad
Quality of healthcare services
Physicians experience
Lack of health insurance
Availability/Access of information about treatment
Previous successful experiences of patients traveled abroad

22. Thank You