6 th International Health Tourism Congress

1. 6th International Health Tourism Congress Health Tourism within Turkey's 2023 Vision: World Trends and Turkey Cristina Cardona, MBA Executive Global Program Manager Medical Tourism Association

2. Medical Tourism AssociationThe Global Voice in the Medical Tourism Industry 15 Regional Offices 300 Members 100 countries

3. Evaluation Report on Medical Tourism in Turkey Ministry of Health - 2012

4. Results SWOT Analysis (source Evaluation Report on Medical Tourism in Turkey, Ministry of Health 2012) • Weaknesses • Too Focused on production, neglects Marketing • Very few org in both public and private sectors • Weak cooperation-corporation culture • Lack of clear national strategy for management of Health Tourism • Lack of attention to the importance of sharing data and information with Ministry of Health

5. Results SWOT Analysis (source Evaluation Report on Medical Tourism in Turkey, Ministry of Health 2012)

6. How can Turkey Gain Competitive Advantage in the Medical Tourism Industry?

7. How can Turkey gain competitive advantage? Source: Michael Porter NationalDiamondframework

8. Factor Conditions • Highly specialized resources • Well educated and well qualified • physicians and other health staff • Accreditation of healthcare • organizations by international • standardization organizations • Opportunity for Turkey: • 1. Healthcare Industry: Continuous Quality Improvement (CQI) • 2. Hospitality Industry –Investment in Training and Development Programs

9. 1. FOCUS ON CQI

10. 2. Hotel & Hospitality Industry

11. Consumer Perspective Results 2013 Medical Tourism Survey Report conducted by George Washington University School of Business in collaboration with MTA

12. Number of Nights Medical Tourists Stay? Source: 2013 Medical Tourism Survey Report by George Washington University School of Business in collaboration with the MTA

13. Howbig is the industry? How much does a medical tourism generate? • $3,500 - $10,000 medical services • $7,500 - $16,000 total revenue • $4,000 -$6,000 tourism and hospitality A medical tourist spends on average 5-10 more than a regular tourism Source: 2013 Medical Tourism Survey Report by George Washington University School of Business in collaboration with the MTA

14. Training & Development Hotel & Hospitality Industry • Staff Training for Medical Concierge Program • Culturally & Linguistically Competent Staff • Customized Dietary Accommodations • Special Arrangements for Post Op Patients – Laundry, Handicap , Wheel Chair Accessible Facility • Medical Attention on-site/on-call

15. Related & Supporting Industries The presence of supporting industries is of critical importance to the growth of the medical tourism industry. A critical concept here is that national competitive strengths tend to be associated with "clusters" of industries. Opportunityfor Turkey: • Stronger medical tourism clusters which unite all stakeholders in the industry

16. Clusters In Medical Tourism A Medical Tourism Cluster can achieve significant results by: • Developing Common Goals • Developing a National & International Structure • Developing Quality Practices • Developing a Regional and National Brand • Setting benchmarks for the rest of the country

17. Educational workshops for providers • Certification Programs • Familiarization tours for facilitators • International conferences for leadership image & buyers Ref: Dan Cormany

18. Benefits of Cluster Businesses

19. Demand Conditions Provide the primary driver of growth, innovation and quality improvement.It requires paying attention to the quantity and quality of the demand. Opportunity for Turkey: • Take on Leadership Role • Develop Value Proposition • Continuous and consistent marketing & communication strategy

20. Strategy, Structure and Rivalry Competition plays a big role in driving innovation and increasing competitive advance • Define strategy based on • Value Proposition • Opportunities for Turkey: • Work with strategic partners • Leverage Internet Presence and Social Media Reach

21. U.S. Employers & Insurers • Insurance companies have implemented medical tourism or “pilot” programs in medical tourism Aetna, Blue Cross Blue Shield, WellPoint, Swiss Re and others. • Self funded employers have implemented medical tourism such as HSM, Blue Lake Casino and others. • Medical Tourism represents an innovative way to reduce healthcare costs while maintaining high quality of healthcare

22. Referring PhysiciansOpportunity to Increase International Patients • Collaborationwith physicians and hospitalsfromaround the world in the area of training, clinicaldevelopment, patient safety and quality, and the refering of patients • The desirable traits of a “good” medical tourism doctor/surgeon • Supported by a comprehensive clinical team at his/her hospital/surgical center • Has a professional relationship with international colleagues, including referring physicians • Has an open and transparent system for sharing operative reports, discharge orders, labs and diagnostic studies • Has well established policies for managing postop complications and readmissions • Someone that goes beyond good marketing to ensure low perioperative risk and ‘best’ outcomes • Advanced medical training through a reputable university • Residency and fellowship through a recognized hospital system • Affiliated with a highly regarded hospital system • History of low risk, low complications, best outcomes and high volume of surgery • .

23. How can the Medical Tourism Association help Turkey gain a competitive advantage? BUILDING A SUSTAINABLE MEDICAL TOURISM PROGRAM 5 4 3 2 1

24. Thank you! Cristina Cardona, MBA Executive Global Program Manager Medical Tourism Association cristina@medicaltourismassociation.com