India Healthcare Tourism
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PPT created by Kulin Marketing founder Elizabeth Kulin and her graduate school classmates.
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India Healthcare Tourism
- 1. By: Andrew Daniel Anthony Ramos Elizabeth Kulin Promoting Healthcare Tourism in India
- 12. Significant Factors Factor Condition Effect Resources High volume of doctors, nurses And accredited hospitals Strength: Competition Transportation Poor conditions Weakness: Competition, Infrastructure, Target Market Facilities & Equipment High quality Strength: Competition, Infrastructure, Positioning, Target Market Prices Lower than developed countries Strength: Competition, Positioning, Target Market
Hinweis der Redaktion
- There has been growing demands for inexpensive, high-quality medical care due the amount of patients that are not medically covered by their insurance companies and the heavy growth of baby boomers, which needed extra care from health centers. Factors that supported the emergence of healthcare tourism included heavy reliance on out of pocket health expenditure, overburdened public healthcare system, non-coverage of selected medical procedures, and large price differentials for health procedures among countries. Many developed countries such as Thailand, South Africa, and Costa Rica have developed strong medical care specialties with much competitively lower price compared to those of United States. India is a very dense populated country with strong economic influence all over the world. India has also made a headline as one of the top outsourcing destination for many multinational corporations. The countryâs income largely comes from its service department, which mostly comprises of tourism activities. Due to the growing demands for more inexpensive and high quality healthcare while the country itself makes most of its income from touristsâ recreation, leisure, and holiday activities; India needs to combine all of these factors, if not leveraging from their competitors in the IT department in order to attract more foreign customers that came overseas.
- Setting up healthcare tourism in India is a marvelous idea, as India has been known to be one of the top foreign touristsâ destinations. Tourists come there for visits, refreshing, and do variety of recreational activities. India has also globalize itself to be the number one source of outsourcing destination, due to its cheaper labor costs compared to other developed countries. This outsourcing factor is great for building more and stronger connections with other foreign countries. India also has many accredited private hospitals that offers great hospital services and medical equipments at a much competitively lower prices compared to other foreign countries, especially United States. Aside from the high-tech medical equipments and great hospitality, those private hospitals are also possessing high volume of educated doctors and nurses. Since India has large pool of educated, English-speaking citizens, it is only natural that they have many medical professionals in their hospitals that are fluent in English as well.
- While there are many reasons why India should position themselves as a leading healthcare tourism, there are factors that could potentially ruin this chance if being let loose. Almost all of Indiaâs hospitals are private, which makes them less accessible to the eyes of public. This excess privatization of Indiaâs healthcare sectors makes it even harder to promote healthcare tourism out there for public. India also has very underdeveloped infrastructure, this could be seen from the lack of air connectivity, unsatisfactory airport facilities, and bad road conditions that seemed to be the main sources of touristsâ complaints. Another bump on the road is the fact that for India to enter health tourism market is a big challenge, since India basically is a new entrant to an already estimated market that has a lot of strong contenders in health tourism market, such as Thailand.
- There are definitely few areas that India could foresee as opportunities and potentially do to have better chance in healthcare tourism business. The first one is to add variety of benefit packages that comes along with customersâ healthcare payment to where they see fit. This benefit packages could be formed through partnership with airlines to make it easier for foreign tourists to travel to India, having hotel rooms packages that comes along with the healthcare, so that the customers wouldnât have to worry about booking a room while they are medicating. India could also develop partnership with insurance companies to extend the insurance coverage for foreign customers. Partnering with more insurance companies could definitely benefit India, since not all foreign tourists are covered by the insurance in their countries. Some of those foreign tourists could really use Indiaâs healthcare and medical coverage, since some of them came from countries that have healthcare prices that are overpriced, such as those of United States and United Kingdom. India could also leverage accredited medical systems to compete and position themselves in the market to attract tourists. Another opportunity that could be foreseen is for India to invest on their R&D and IT section to develop their infrastructures, as the current infrastructure isnât exactly up to par compared to other developed countries.
- Just like in any new businesses that are trying to emerge, there are many hurdles that gets in the way for those businesses to achieve success. There are many healthcare tourism contenders from other foreign countries such as: Thailand, Costa Rica, and South Africa that could pose as threats for India as a newcomer in this business. Most of these competitors have strong Information Technology, and their IT has made their healthcare businesses strong. Another potential threat for India is the potentially high-cost of traveling from overseas customers and lack of direct flights amount to India, which may prevent medical vacationer from choosing India as the main destination to go for medicating. India has also been relying on all of their private healthcare sectors, such as Apollo Hospitals, Wockhardt, and Max Healthcare. These privatizations are not adequate to meet the overcrowded demands from the baby-boomers and other types of patients. The last thing that India needs to worry about is the fact that most tourists see India as historical and cultural vacation destination instead of healthcare tourism centers, which are not good if India is trying to position themselves as market-leading healthcare tourism center.
- Employees: The influx of patients will effect the jobs of doctors and nurses, who will need to be more organized in order to handle the increase of patients entering their offices and surgery tables. Â Management: the hospitals will need management that can be reliable and responsible for accurately developing systems and operations that can successfully meet the demand for their medical services, as well as the volume increase in patients, and diversity of patientâs expectations and needs. Â Development committees: Indian officials will need to plan, develop, and implement a strategy for the sector of healthcare tourism so that the supplies can effectively meet the demand and the medical tourists will be satisfied with their experiences. Â Medical service facilities: Hospitals, spas, alternative therapies, cosmetic surgery facilities, and additional medical treatment facilities will have to grow to meet the demand and influx of patient volumes. Â Medial schools: The education system in India will have to increase the number of doctors and nurses they produce, while also keeping a commitment to high-rating standards. Â Patients: Indian patients may potentially experience longer waiting time for health services and treatment by specific specialists because of the increase in (international) patient volumes.
- Suppliers: medical equipment suppliers will benefit from their influx in dependency on their top standard equipment. With more usage, more equipment will be bought from the suppliers (due to various needs and replacements). Â Government: the Indian government may need to step in and support in future growth, and infrastructure development, of the healthcare tourism sector. Â Local Population: Indian locals will be sharing their communities with and increased number of international tourists. Â Service industry: Air, ground transportation, and hotels that are a part of to the India service industry will need to meet demand of increase in customers that use their services and expect high customer service. Â Transportation industry: The air, vehicles and roads will see greater volumes of traffic due to increased visitors to India. This could cause more than normal wear and tare to the physical conditions of each channel. Additionally, the quality of each channel may be challenged by tourists and necessary improvements made. Â Partnerships: Insurance companies who partner with Indian health services will benefit from the ability to offer new coverage to certain customers who may be willing to pay additional premiums for healthcare tourism coverage. Â Competition: Established healthcare tourism locations will lose market share and international patients. However, competition may increase the development of additional healthcare tourists services, improve competitions medical services quality, and create competitive pricing structures, all of which the international health tourist will benefit from. Â Economy: Foreign exchange earning from tourism in India dropped in 2005 ~15% from 2004, so the increase is needed. As healthcare tourism increases, the country will receive more foreign currency and see a consequently boost in GDP.
- During August of 2006 in India, the Director of Overseas Marketing Division, Ministry of Tourism, Mr. K.R. Arya was given the tasks to develop a strategic plan that would enable India to enter the established healthcare tourism industry. He was challenged by this task and the difficult elements it illuminated. His plan would have to address the issue of Indiaâs ability to establish differentiation against competition through positioning, and target the appropriate markets that would offer greatest revenue success while also being realistic about the infrastructure growth needs and abilities.
- 1. Thailand, Costa Rica and South Africa were already established healthcare tourism locations, experiencing growth in touristâs volumes per year, and increasingly medical service diversity and quality. Also, these locations have competitor advantage because of the vacation elements they offer the healthcare tourist. The estabished competitive environment could harm Indiaâs ability to gain strong, competitive, market share in the healthcare tourism industry. 2. 55% of travelers to India claimed poor road conditions as a criticism of traveling to India. Also, 30% of long-haul travelers criticize the high cost of airfare and lack of direct flights to India during their travel. In addition, the ministry of Tourism, which is the committee responsible for planning how the India infrastructure will meet the demand of potential and expected healthcare tourists in the near future, admits to a dependency on the private health sector to meet these demands while at the same time doubting those in the sectorsâ ability. The weak infrastructure in India could cause hurt the healthcare tourism sector image, cause healthcare tourists to choose competitors, and also cause for India to not meet the demand of tourists and/or deliver the (possible) promise of high quality care and luxury vacation to its potential customers.
- 1. India is a highly visited location for tourists from long-haul counties and other locations. It experienced ~25% in foreign exchange earnings form tourists from 2003-2005. The major reason people travel to India is for leisure, recreation, to observe and learn the rich cultures, society, and landscape. The current image of a vacation spot excludes the healthcare services. If India does not transform this image to include that it is a location of healthcare services for tourists, the full healthcare tourism possibly may not occur. 2. During strategies and campaigns to promote healthcare tourism in India the industry, and players within (the hospitals), have been targeting to various demographic and geographic markets such as developed and developing counties, and neighboring as well as long-haul counties. Targeting numerous markets could in effect turn the Indian healthcare tourism promotions into mass marketing, instead of directly targeting the strongest markets (using targeted messages) that offer the greatest revenue potential to the country. This could affect the volume of potential customers.
- Resources: India has competitive medical service resources of ~500,000 doctors and ~737,000 nurses in their medical system and also produces ~20,000 more per year. They have advanced information technology, which allows them to offered telemedicine services to patients outside of India. These strengths can be used to position India as a leading competitor against Thailand and other established healthcare tourist locations. Â Transportation industry: The poor road conditions, airport facilities, and lack of direct airline connections to long-haul countries, as well as the high cost of airline travel from around the world to India could harm India competitively as they attempt to become a leading location for tourists to receive life threatening medical treatments. Â Facilities and equipment: India has high-quality medical facilities (78% of which are private) and equipment. It has accredited hospitals, specialist and super specialists, and has decreased trade tariff import duties ~20% to enable a plethora of state of the art US medical equipment. Its major private hospital, Apollo hospital, is the 3 rd largest hospital in the world. Apollo provides healthcare tourism concierge services (airport greeting, registration, discharge, and post treatment travel arrangement services), and partners with US health insurance companies. These factors will allow India to position itself as a leading quality medical service provider and target the developed, long haul, market. Â Prices: Medical treatment in India is 1/6 th price in than in developed countries. This economical factor will positively allow India to target developed markets and compete with the potential patientâs home country medical system. Â
- Marketing: Private hospitals in India have been marketing independently to health tourists. They have been offering different specialties to targeting different audiences. This initial beginning could enable easier development and entry for India as a medical tourist location, but could also cause for potential confusion in the marketplace as India attempts to standardize and strategically carry out a comprehensive marketing program for their healthcare tourism sector. Tourism: India experiences a large volume of international tourists from both developing and developed countries, but ~30% more from developed counties. Visitors tend to stay in India for longer durations, roughly 7-18, than the average 16 days that vacationers stay in other counties during vacation. This trend will enable India to more easily target its healthcare services to developed markets. Â Language: India has a large population of English speakers so it is a large factor affecting the choice of destination for tourists visiting India. This commonality will strengthen Indiaâs position as a competitor in targeting US and UK patients against other medical tourism locations that do not as widely speak English. Image: 1. India is seen as a vacation location for travelers to experience leisure, recreation and also learn about and experience a rich culture and landscapes. Transforming this image to include healthcare services for tourists could be a challenging during positioning. Â 2. The India medical system has a greater reputation built from receiving accreditations for training centers, hospitals, research and PhD programs. Also, the Indian healthcare system has many exchange programs and partnership with US and Europe hospitals. In addition, India has experienced success in major surgeries, meeting international standards and lower than average rates of mortality and infection due to medical treatments. This high standard image will offer India the ability to position as a strong medical services location, compete against other medical tourism locations such as Thailand and target various markets who choose their medical treatment locations based on reputation.