Medical tourism company business plan

Bon Voyage Co.
1
Bon Voyage Co. For Medical Tourism
Done by:
Haitham Mohamed Ibrahim.
YasminYahia Abdelkader

Bon Voyage Co.
2
Bon Voyage Co. For medical tourism
Executive Summary:
Medical tourism, as it stands today, is an emerging phenomenon wherein citizens, in
most cases of industrialized nations, bypass services offered in their own
communities and travel to other destinations (many of which are less developed
countries) seeking high quality medical care at affordable prices.
Medical tourism is a multi- billion dollars industry that has benefited from the
international patients with a wider spectrum which include travel and tourism,
commercial sector, government relationships and international accreditation sector,
while on the other hand, has had both positive and negative impacts on the global
healthcare and on the host nation.
Due to the growth of technology, economy, and other global relations, medical
tourism plays a significant role in shaping the future of medical care globally, while at
the same time it is integrated in to Hospitality industry, medical travel facilitators
and travel agencies to find reliable providers and ensuring trouble-free travel
arrangements.
To achieve competitive advantage, marketers use different techniques such as low
cost advantage, the use of new technology and more to secure high market share in
this developing industry.
The Company
General business overview:
Key Drivers in the Growth of Medical Tourism
Medical tourism is a direct result of globalization of health care. This health care
sector is emerging up in vigorous speed. But this rapid development is the result of
interplay of several factors which are not clearly known. There are several questions
tagged along with this rapid development, such as – Why do patients travel abroad

Bon Voyage Co.
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for medical care? What are the key factors responsible for the development of
this industry?
The major drivers of medical tourism demand:
1) High cost in home country
2) Long wait in public health care countries
3) Unapproved procedures
4) Tourism aspect
5) Favorable Exchange Rates
Wellness Tourismworldwide Map:

Bon Voyage Co.
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Partners:
Daman Health:
The National Health Insurance Company – Daman is the region’s leading
specialized health insurer, providing comprehensive health insurance
solutions to more than 2.4 million members in the UAE.
Over the years, the company has been the partner of choice for a number of
the country’s most prominent organizations and multinational companies in
various industries including oil and gas, aerospace, energy, construction,
investments and media.
Thomas Cook:
Thomas Cook began his international travel company in 1841, with a successful one-
day rail excursion at a shilling a head from Leicester to Loughborough on 5 July. From
these humble beginnings Thomas Cook launched a whole new kind of company –
devoted to helping Britons see the world.
Company Location:
Companywill be locatedinEgypt-Cairo.

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Company Structure:
General Manager
Marketing and Sales
Manager
Operations manager
Admin assistant
and office
manager
International
communications
Specialist
Online
communications
Specialist
National
Communications
Specialist
Paramedical
providers relations
Specialist
Medical Providers
Relations
Specialist
Share Holder Share Holder Share Holder
Board Director
Accountant
Vision:
We provide the highest quality of products and services to medical tourism industry
in the Middle East to serve the patients worldwide, enabling them to maximize their
potential in operations and enhance reimbursement. We provide
specific industrial knowledge, well trained human resources, leadership, software
tools and quality practices governed by international standards. Our solutions
exemplify dedication and teamwork by consistently exceeding our customer
expectations. We are leaders as we depend on the experience of highly trained
professionals and on our commitment to the standard of excellence.
Mission:
We strive to become the benchmark for Medical tourism Industry in the Middle East.
Values:
 Desire to become leaders in our industry.
 Empowerment of our employees and our clients to achieve long lasting
health.
 Respect of and appreciation for the diversity of our clients and employees.
 Mental, emotional, spiritual, & physical reinforcement is an integrated part in
our medical vision of health.
 Responsibility and reliability are cornerstones in our quest for the goodwill of
our clients.
 Rational organization that is our spinal cord.

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 Continuous learning and innovation are the main drivers behind continual
improvement
PAINTES SERVICE
Our staff has a great accumulated experience and tremendous success in different
national and international healthcare companies , this experience has encouraged us
to take the leap towards a bigger challenge; shifting from being only serving the
national patients, to a company providing total solutions , controlling the entire
value chain thus creating our own healthcare ecosystem.
Tourism in Egypt is an exceptional experience. With something to watch in every
city; Egypt has been always the cynosure of the tourists all over the world since
hundreds of years for who choose to enjoy the weather while getting in touch with
history, civilization, entertainment and even natural wellness locations.
We believe in the fair rights of every person to find his/her medical assistance
disregarding borders and spaces. We understand the special needs of our patients
who seek cure abroad and hence; we save no effort to provide our customers and
patients the full care and support through a comprehensive package of integrated
services that guarantee for the patient – since the moment of choosing to enjoy our
services - an overwhelming experience of medical care and hospitality on equal
terms.
Wellness Program
Egypt has always been a curing cynosure since ancient times thanks for its sunny and
dry climate. Hundreds of water springs and sand baths (in Siwa, Safaga…etc.) are
ideal for treatment of many medical needs; e.g. arthritis and rheumatic pains. Egypt
has rich therapeutic environments that attract people from around the world to
enjoy its sand, climate, natural mineral water and sulphuric springs that cure
numerous bone, muscle, kidney, skin and stomach diseases.
With Bon Voyage Co.; Plan your trip around your needs to enjoy a mix of high
standard medical treatment mixed with a pleasant tourism experiences.

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Transportation info
Egypt has a wide network of transportation means including domestic flights, trains,
trams, variety of taxi types, microbuses, buses…etc.
The best and most peaceful option is to book a limousine from the airport (official
offices only).
If you don’t prefer that option; pick a taxi (white ones) and insist on activating the
fare.
Inside Cairo; it’s preferred (but not so cheap) to use white taxis or pre-booked taxi
caps where the fare is activated and known. For very long tours; metro is the best
option. With 1 LE ticket you will go wherever you want in Egypt. But be sure to get
strictly right directions before riding.
Legal Concern:
It's limited company.
Bon Voyage Marketing Strategy:
SEGMENTATION STRATEGIES:
 Geographic:middle EastandAfrica.
 Demographic:malesorfemalesover40yearsold
 Psychographics:withhighsocial classintheircountiesandable totravel toEgyptfor
medical and/orwellnesstreatments
TARGET MARKET SELECTION STRATEGIES:
o Productspecialization:we willconcentrate oureffortsinone service (medical
tourismservice) inanintegratedwaytocoverall the customerneedsduringhis
journey.We will supportourmedical serviceswithsome paramedical serviceslike
the wellnesstreatment,proactive treatment,TourindifferentlocationsinEgypt,
transportationsandaccommodationservices.

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DIFFERENTIATION STRATEGIES:
o Productitself:productwill be uniquewithouredge inthe marketwhichisthe ability
to invite aninternationalexperttodothe medical treatmentinEgypt.
o Services:the onlineservicesandthe post-operativeserviceswhichwill maintainthe
relationswiththe enduserorthe individual customer
POSITIONINGSTRATEGIES
 Competitorpositioning:we have differentcompetitiveadvantagesthanour
competitors;
1. We are more nearto our clientthanour competitorspeciallythe African
customer
2. The affordable life costinEgypt
3. The powerof bringingthe international expertsall overthe worldtoserve
our customers
4. We provide acomplete solutionforourcustomers
5. We coverthe paramedical servicesthatmaybe neededforthe patients.
 Quality/price positioning:we provide highqualityof treatmentforourcustomers
withaffordable price incomparisonwithall ourcompetitorsoutsideEgypt.
MARKETING MIX STRATEGIES
 Product
 Newproductdevelopment:we will developnew packagescontainingthe
medical andparamedical servicesrequestedbythe client.The package is
tailoredtoeach individual customerasthe customerwill create hisprogramby
himself toplanhisvisitby:
a. Arrange the flighttrip
b. Arrange pick-upservice
c. Arrange hotel bookingforhimself andhisfamily
d. Wouldlike toadd a touristictourto the medical trip
e. Planningtovisitanothercountryafterwards
f. Anyspecial requirements

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 Brand: We will brandBon Voyage asthe bestmedical tourismcompanyin
Egypt servingall the medical andparamedical services.
 Pricing
 Productmix pricing:our pricingstrategyisdependingon the service mix needed
or requestedbythe customer,forboththe medical andparamedical services.
 Promoting
 Advertising:Mainlythe onlineandmobile advertisingwill be ourmainfocusasit
reachedthe segmentseasilyandina lowerprice thatthe traditional marketing
tools
 Publicrelations:we will attendthe mainThree medical tourismconferencesin
the middle eastArea:
a. WHTC: worldhealthtourismcongressinDubai – UAE
b. Medical TourismConference inRiyadh –KSA
c. Medical TourismWorkshopinAmman– Jordan
consumer profile:
Age: 40 and above.
Gender: M/F.
There are two types of customers:
Seasonal trends; the highseasonwill be atthe summerasEgypt isa summerresidentfor
the nearbycountriessowe'll make anadvantage of thisperiodespeciallyforwellness

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Differenttype of customerswill affectthe value proposition,the nextchartshownwhy
people willtravel formedical care:
Value Proposition:
Cost effective-unique service.
Competition:
The medical tourism market is extending beyond the needs of early adopters market
to the mainstream market, which requires special attention and focus to gain a
competitive edge. As little as five years ago, medical tourism offered opportunities,
though such opportunities offered often incomplete solutions to medical travelers.
Today, the medical tourism market is changing. Healthcare consumers are becoming
more educated.

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SWOT Analysis:
Strengths
• Past experience with international
insurance companies
• Management focus on development &
renewal of services provided.
• Quality of services
• Complete integrated information system
for patients registration & follow-up
• International partners to provide
complete solutions and services
• Wellness and proactive treatment
programs
• Applying the E-business and smart
phone application services.
Weaknesses
• New company so we still don’t have good
reputation.
• Marketing budget is not enough to join all
the international events and conferences
related to the business scope.
Opportunities
• Conduct the visiting doctors program..
• Competition is not high in Egypt right
now as no competitors are yet present in
the market and none in Alexandria.
• Egypt has a solid reputation as a touristic
country.
• New Cosmetic and dental direction in
Egypt with
• The low cost of life in Egypt will assist us
to prepare affordable travel packages.
Threats
• Most of the hospitals staff in Egypt not too
ready to react & respond with foreigners
(language barrier)
• Egypt still unstable politically
• Lack of the international experts in Egypt
• Little number of high esteem hospitals in
Egypt
• Egypt is not well identified as a
professional medical providing country
• Egyptian quarantine regulations for
medical travellers
• Epidemic diseases (Ebola)
• Presence of qualified competitor in the
middle East as ( Dubai).
Competitors:
Competitor Strength weakness
Egypt Med.
International
Contracting with large no
of hospitals.
Large market share
Poor information about
the operated doctors
Karnak Medical Travel Huge network connections
with insurance companies
Directing the patients to
only one hospital "Egypt
Air Hospital"

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Our competitive edges:
 Low prices.
 Visiting Doctor Program: that provides the customer with the opportunity of
doing their surgeries with well-known Global doctors.
 Personal contact with the operating doctor through skype for further
reassurance.
 E-business and smart phone application services.
Channels:
Although tourists travel for a wide range of treatments, there are certain areas of
specialization which mostly motivate the travel decision for medical tourism as:
a) Heart Surgery.
b) Plastic surgery.
c) Dentistry.
d) Eye care
e) Orthopedic surgery (such as knee/hip replacement)
f) Dialysis (support service) (IMC, 2008).
Marketing channels:
Marketing
Channels
Online
Social
Media
FaceBook
LinkedIn
Online Ads
in Medical
Websites
Webiste
Offline
Newspaper
Ads
Sales Deals
Brokers

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One of the mostimportanttoolsisthe sale personswhowill be responsible ontravellingto
the targeted countries tomake dealswith Medical Association,International HumanAidand
external hospitalsthatdon’tprovide the service thatwe do - with1% commissionforeach
case.
Customer Relation:
We'll depend on "International Communication Specialist", low number of client and the selling
cycle involving many steps.
Funding:
Investors will participate with 30000 LE and the rest amount 55500 will be divided
into two owners.
Price per procedure:
Procedure Price
Angioplasty 11000 $
Heart Bypass 14000 $
Heart Valve Replacement 9500 $
Hip Replacement 9000 $
Knee Replacement 8500 $
Gastric Bypass 11000 $
Liposuction 4000 $
Spinal Fusion 5500 $
Mastectomy 7500 $
Face Lift 4400 $
Dental Veneers 7000 $
Expected Revenue:
Month Procedure QYT Price Total
January
Gastric Bypass 1 11000
Liposuction 1 4000
Face Lift 1 4400
Dental Veneers 1 7000
26400
February
Gastric Bypass 3 33000
Liposuction 4 16000
Face Lift 5 22000
Dental Veneers 3 21000
Hip Replacement 1 9000

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Knee
Replacement
2 17000
Spinal Fusion 2 11000
Mastectomy 1 7500
136500
March
Gastric Bypass 5 1100 5500
Liposuction 6 4000 24000
Face Lift 10 4400 44000
Dental Veneers 6 7000 42000
Hip Replacement 2 9000 18000
Knee
Replacement
4 8500 34000
Spinal Fusion 4 5500 22000
Mastectomy 3 7500 22500
Angioplasty 1 11000 11000
Heart Bypass 1 14000 14000
Heart Valve
Replacement
1 9500 9500
294000
April
Face Lift 11 4400 48400
Knee
Replacement
5 8500 42500
Heart Valve
Replacement
1 9500 9500

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298500
May
Face Lift 11 4400 48400
Knee
Replacement
5 8500 42500
Heart Valve
Replacement
2 9500 19000
308000
June
Face Lift 12 4400 52800
Knee
Replacement
6 8500 51000
Heart Valve
Replacement
1 9500 9500
323500
July
Face Lift 13 4400 57200
Knee
Replacement
6 8500 51000
Heart Valve
Replacement
2 9500 19000
350400
August

Bon Voyage Co.
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Face Lift 13 4400 57200
Knee
Replacement
6 8500 51000
Heart Valve
Replacement
2 9500 19000
354400
September
Face Lift 13 4400 57200
Knee
Replacement
6 8500 51000
Heart Valve
Replacement
2 9500 19000
361400
October
Face Lift 13 4400 57200
Knee
Replacement
6 8500 51000
Heart Valve
Replacement
2 9500 19000
370400
November
Face Lift 13 4400 57200

Bon Voyage Co.
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Knee
Replacement
7 8500 59500
Heart Valve
Replacement
2 9500 19000
378900
December
Face Lift 13 4400 57200
Knee
Replacement
7 8500 59500
Heart Valve
Replacement
2 9500 19000
400500
is 3602900.
FixedCost Structure:
Fixed Cost Structure (1st year) Budget (L.E) Budget ($)
Advertising And Promotion For Opening 20,000 2,857
Architectural Design 8,000 1,143
Cash
200,000
28,571
Decorating 50,000 7,143
Equipment 15,000 2,143
Installation Of Equipment 3,000 429
Insurance 30,000 4,286
Legal Costs 5,000 714
Licenses And Permits 12,000 1,714
Office Supplies 1,000 143
Print Design 10,000 1,429
Printing 20,000 2,857
Rent 36,000 5,143
Salaries
420,000
60,000

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Signs 10,000 1,429
Software 5,000 714
Web site 10,000 1,429
Total Costs
855,000 122,143
Variable Cost per each case:
Variable Cost Structure (Average per unit) Budget (L.E) Budget ($)
Accommodations 8,000 1,143
Cash Back 1,000 143
Operation 20,000 2,857
Sales Bonus 1,000 143
Ticket 5,000 714
Transportation 1,000 143
Total Costs
36,000 5,143

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Break evenAnalysis:
We'll reachthe break-evenpointafter 51 patients.
THANK YOU
0
100000
200000
300000
400000
500000
600000
1 4 7 10131619222528313437404346495255586164
Fixed Cost
Variable/ Unit
AVG Revenue/Unit

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