Promoting the concept of Medical Tourism to Prospective Patients !
Everything that we're doing as an industry, including areas like this Medical Tourism City, are all about the Industry talking to the industry. Next week there will be 2000+ industry professionals in Los Angeles talking about the industry - to others within the industry.
Still, 9 out of 10 Americans, Canadians, and Europeans that we talk with - prospective patients - have little or no idea of the options that Medical Tourism could bring to them, and even then, no knowledge of the particular reasons to trust that procedures with an international provider somewhere else in the world. We're here because of pricing advantages to some, quality advantages to others - both to many... but we're just not introducing and selling the concept to the potential patients themselves. We're spending an awful lot of resources developing our product, and blindly thinking that “if we build it, they will come”.
Lets consider develop local marketing and advertising resources directly in the countries that we are trying to attract those patients from… doesn’t that make sense ?
I don’t think anyone really has all of the answers to that, but it is certainly a valuable area of discussion. Cooperative direct advertising could be a partial solution, as would having a domestic representative or agent positioned in each of the markets that a provider feel is valuable… not an Indian promoting India in the USA, an American promoting India in the USA… someone who understands the resident patients home culture, and can market a favorable image of visiting that host country and its providers To see what works, look to other import and export products and services in international markets that have come before us.
Still, 9 out of 10 Americans, Canadians, and Europeans that we talk with - prospective patients - have little or no idea of the options that Medical Tourism could bring to them, and even then, no knowledge of the particular reasons to trust that procedures with an international provider somewhere else in the world. We're here because of pricing advantages to some, quality advantages to others - both to many... but we're just not introducing and selling the concept to the potential patients themselves. We're spending an awful lot of resources developing our product, and blindly thinking that “if we build it, they will come”.
Lets consider develop local marketing and advertising resources directly in the countries that we are trying to attract those patients from… doesn’t that make sense ?
I don’t think anyone really has all of the answers to that, but it is certainly a valuable area of discussion. Cooperative direct advertising could be a partial solution, as would having a domestic representative or agent positioned in each of the markets that a provider feel is valuable… not an Indian promoting India in the USA, an American promoting India in the USA… someone who understands the resident patients home culture, and can market a favorable image of visiting that host country and its providers To see what works, look to other import and export products and services in international markets that have come before us.
Replies to This Discussion
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Permalink Reply by Dina F. Kattan on -
Hello Jack
An Indian promoting India in the USA, an American promoting India in the USA
Audience: US citizens, Canadian citizens
Why?
Due to the following factors:
The high cost of health care in the USA,
Long wait times for certain procedures in the USA.
Uninsured people in the USA.
The ease and affordability of international travel.
Improvements in both technology and standards of care in all over the world.
The question here is how to attract/to promote your services to patients any where?
-1-To consider develop local marketing and advertising resources directly in the countries that we are trying to attract those patients from… doesn’t that make sense?
-2-Domestic representative or agent positioned in each of the markets that a provider feel is valuable……..
Yes, Jack point number 1 it makes sense and why you don’t think anyone really has all of the answers to that?
You can apply it by appointing domestic representative or agent in each of the markets that you think that patients are interested to be treated in a destination…
If you’re going to invest time and money in your business you can exhibit at a health show/exhibition in that destination in order to promote your services.
You need to make sure you’re well positioned to meet your objectives by sending invitations to medical tourism facilitators in that destination, or any private/state body that might brings you patients. However, it is equally important that you market yourself at the health show /exhibition by personally reaching out during and following the show.
In this case it came to my mind (turning prospects into *clients)).
A client might be a representative in that country or a patient
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Permalink Reply by Nasir Mahmood on -
Dear Mr.Jack, i read your thoughts and agreed but i would like to bring in your knowledge that there are different issues and problems between Europe/America/Austrailia and sub continent countries like (Pakistan,India,Bangladesh,Philpine etc).I am also working for people of Pakistan as a Medical Ficilitator and after doing everything like pre & post activities of their treatments i got zero result.Recently i reffered two patients to Hungarian Dental Hospital(member Medical Tourism)and they have provided everything as required and i compiled patients files as per embassy's requirements and submitted in Hungarian Embassy but after 4 weeks they refused visas and mentioned no reason and not even made any contact with Hospital before taking decision.These type of things are discouraging to promote Medical Tourism in sub continent. Europe, USA, Austrailia have border free travelling but we have not this facility even visa procedure is very hard for patients and number of patients who are suffering and waiting for easy process regarding Medical Visa.
Therefore you are requested that you are also going to attend Congress and i would like you to raise this point during congress because thousands of patients are in your credit if you raise this point. I can arrange event with the help of all those who understand that its a serious issue and we will invite all relevent personalities from different embassies and we will arrange work shops for them and try to give them exact knowledge about Medical Tourism. Looking farward to hear from you & Best Reards,Nasir
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Permalink Reply by Jack Schafer on -
Points very well taken...
If I had all of the answers, I wouldn't be asking so many questions.
As for co-branding and advertising, the point I was questioning is that I am spending a great deal of our marketing and adverting budget within the industry, and not enough actually telling the story to prospective patients. Collective main stream media, publicity, marketing, and advertising.
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Permalink Reply by ilan geva on -
Great to see the comments here.
As a brand builder and a marketer, who uses many unconventional strategies and tactics, I applaud those who promote professional marketing here.
There is no formula for all the "new comers" to this industry to perform miracles.Strategic planning can save many of you, and I'm sure a significant amount of the participants in the congress haven't done it yet.
Just like any other industry,or category, there are some professionals who can fit in very comfortably right from the beginning, and others who will have to learn and spend time and money on planning and doing it right.
Each and every facilitator must build a brand, a reputation and awareness in his/her relevant consumer base.
It goes without saying that the same applies to countries, destinations, hospitals, physicians, suppliers, airlines, travel agents and everyone who's trying to jump on this potential gravy train.
I predict that by the next congress, many of the attendees this year will not be around.
It is a simple survival case of the most qualified, the most knowledgeable and the most up to date in the field.
The work the MTA is doing is amazing, but even they don't own each and every area of expertise in the field, and they can't prefer one member over another.
It is completely up to us to create the industry, earn our reputations and win the hearts and minds of the consumers and patients out there.
In our firm we have professionals who have already done marketing for some of this country's best known hospitals, insurance companies, eye specialists, dental specialists and on line medical training facilities.
At the same time, we have cut our teeth in the brand building in the tourism business, and helped many nations build their destination brand around the world.
We have the rare combination of deep knowledge in research, management, strategic planning, travel logistics and medical field creative development.
The combined 100 years of experience in our practice can serve this new industry well, and help those who try to find their way around. We'll be glad to share it with you.
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Permalink Reply by Medical Portal Dot Asia on -
Dear Jack,
I had just gone through this discussion and found that some of your concerns are right. Many failed to make a trust in the patients heart initially when it comes to Medical Tourism abroad. But in the reality the market is growing day by day and there will be a change in the coming days. Rome is not built in one day... like that many facilitators are doing their best in educating the advantages of Medical Tourism and I know some of the USA based facilitators who is doing pretty good work by showcasing the advantages and they are boosting the business. India, Singapore and Malaysia is growing on day to day basis with more add on facilities for International Patients. Middle East is developing its ground to attract more patients from Europe and more than that we are all here with a common aim of developing and promoting this Industry and we will be doing this work as our duty to teach and make aware the advantages of Medical Tourism to the patients and also to the world.
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Permalink Reply by Jack Schafer on
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There are only a few of us in this discussion, however I believe the issue of promoting the concept of Medical Tourism to the public is of such great importance that I want to try again to get more folks involved... or atleast re-start this dialog.
1. Medical Tourism is an incredible product, we can now provide medical options and alternatives across the globe, and no one could argue that having more and better options is a good thing.
2. We can provide pricing options that are incredible. As America is trying to figure ways to bring it's healthcare costs in line so that quality care is available to every American... we have already provided a platform in which quality care, equal to and in some cases better than in America.
3. Even with travel costs factored in... we can provide that product at about half the cost of home. Even with that, we in the industry seem to feel the need to compete in pricing... 70% off here - 75% off there ??? 50% is a good and realistic number, and it leaves room for everyone to get paid. Half the price, equal or better care, who wouldn't do this ???
As we've watched this industry grow over the past 2 years, nearly all of that growth has been internal. New providers, new countries putting their product into the mix, new facilitators with new ideas... ALL of the growth in the Medical Tourism Industry can be represented in it's internal membership and participation. If you did a survey (and I actually did...) in a non-bias environment, selected just those that appeared to 45 - 65 years old and of economical means to be Medical Tourism clients, and asked them "Please tell me what you know about Medical Tourism" and "what do you know about having medical procedures done overseas" ??? Maybe, on a good day, 1 in 10 people would be able to give an intelligent answer. Then go one further, and ask that one person how they found out about Medical Tourism, and it was because they either knew someone, or knew someone who knew someone who saved money on dental work or a cosmetic procedure.
THIS IS OUR MARKET - THESE ARE OUR POTENTIAL CLIENTS... AND THEY DO NOT EVEN HAVE A CLUE THAT THIS INDUSTRY EXISTS ! ! ! - and at the same time, they would tell you that one of their greatest concerns is the cost and availability of American Healthcare. WHAT'S WRONG WITH THIS PICTURE.
We need to start promoting our industry anywhere and everywhere we can. I have done a few radio talk shows, and in every situation, I am able to feather my own nest (promote my companaies services) in the closing statement... the entire time is spent introducing the industry, and the comments, number of calls, and overall response is fantastic. I have a regular monthly show now in the Orlando market, and the host receives over 100 question between shows. (Typically all the same - didn't know they could, or isn't it dangerous ?)
THIS IS WHERE WE NEED TO SPEND OUR RESOURCES, TIME, AND ENERGY.... INDIVIDUALLY AND COLLECTIVELY.
If we don't do this, who will ??? Not the MTA - they are growing the industry on the inside, that is their job, and if you were in California at the Congress you saw that they are doing very (very) well at that.
The title of this area "PROMOTING THE CONCEPT OF MEDICAL TOURISM TO PROSPECTIVE PATIENTS" is perhaps the most important discussion topic in the city.
Ideas... we need a famous industry poster child. how about a collective marketing fund that we contribute to as an association, that spends that money effectively promoting industry awareness to the public.
All suggestions of how to get us "collectively" moving this industry into a place of public recognition would be helpful... that's a challenge that no one of us can really do on our own... and in the end we ALL benefit !
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Permalink Reply by Andrew Lloyd on -
Jack -
I'm an attorney in Northern California with a number of medical tourism facilitators as clients. I do some work in telemedicine as well. It may be a function of me, as an attorney, but when I talk to friends, family, and other folks not in the business, I do spend a bit of time talking about the number of interesting legal issues involved in medical tourism. I do not, however, know much about appearing on radio shows, but if you would ever like to combine forces on something like that -- help explain the legal as well as medical issues of traveling overseas -- I'd be happy to talk to you about it.
Best,
-Andrew
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Permalink Reply by Jack Schafer on
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Andrew,
I will certainly take you up on that... The legal concerns are typically points I find myself dancing around. I've been an entrepreneur in business long enough to know that when an issue goes to litigation, the outcome has more to do with the skills and experience of the lawyers than the intent… and sometimes even the facts. Before Medical Tourism becomes common place, I believe that much of what we do, and how we do it, is going to be tested.
Glad to know there are good attorneys out there guiding and assisting facilitators to do this thing right. You'd be more than welcome on any of the talk shows, and next time I find myself dancing across what could be burning cinders under my bare feet, I'll give you a call !
Jack
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Permalink Reply by Andrew Lloyd on
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Jack -
I'll just pick up the phone next week and give you a call. We ought to get acquainted in all events. Happy to do anything on my end to get people comfortable with the legal issues. It's my experience that what people want in a contract is not so much fair terms -- they want those too -- but a lack of surprise. Nothing makes people move to litigation faster than being surprised by what they agreed to.
Best,
-Andrew
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Permalink Reply by Jack Schafer on
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Helen... I KNEW that eventually we would be working together on something that really matters.
GREAT to have you back involved in the industry and The City.
Wherever two or more are gathered (or so it is said...)
We CAN make a difference, and your input is always significent !
Jack
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Permalink Reply by Andrew Lloyd on
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I'm slowly switching my focus from a business/regulatory attorney to doing medical tourism, so I often have to explain the industry I'm working on to friends and family and other folks. One thing I have noticed is that most people quickly grasp the concept of it, but need to have the details explain to them. I'm slowly developing the "elevator pitch" about the industry. That is, a 30-second to 45-second explanation of the entire business. I have it down to about 2 minutes at this stage.
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Permalink Reply by Jack Schafer on
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Andrew,
...and you will find that for those who actually "get and understand" your 30 second ( or 2 minute) pitch, will always further activate the conversation with more questions and interest. People are hungry for options beyond their perception.
There is no industry right now (personal bias aside), that offers the opportunities to investors and users, as powerful and needed as "outsourcing medical and surgical procedures beyond the borders and legal boundaries of the USA".
Everyone knows that legal concerns and insurance dominance are at the core of the problem... however, when those things are personalized "can I sue, who will pay..." they become selfish issues, and in this economy... justifiably so. Physicians in the US who are accused of Malpractice stand to have their insurance premium increased..,. in many countries overseas, that is a criminal offense, and they go to jail.
No-one that I've ever spoken with knew (or believes) that USA healthcare is #37 in the world. There is an automatic bias that the information provided by the World Health Organization must be wrong, but as best as I can determine they are not on anyone's payroll.
If I were an attorney, I would certainly see this as a promising industry to bet my future on. Jon and Renee` (founders of the MTA) were both successful attorneys, and smart enough to recognize the potential... and entrepreneurial enough to grab the bull by theballshorns, and do something great with it.
Personally, I admire you for having the insight and courage to get involved in this industry while it has yet even been formally sorted out in any court. I think you're moving (as I am...) in what promises to become a very good direction, and (one of the oldest laws that dictates success) Risk and Return are synonymous.
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