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ticum Report Prac 2012
2012 Daria Głownia Practicum Report Daria Głownia Dublin City University M.Sc. in Electronic Commerce 2012 Business School& School of Computing CA550 Practicum 11212492 Declaration “We hereby certify that this material, which we submit for assessment on the programme of study leading to the award of M.Sc. in Electronic Commerce is entirely our own work and has not been taken from the work of others save and to the extent that such work has been cited and acknowledged within the text of our work” Signed:_______________________ Daria Głownia 1 Health Travel Europe Date: _______________________ “I never perfected an invention that I did not think about in terms of the service it might give others… I find out what the world needs, then I proceed to invent” – Thomas Edison 2 Health Travel Europe Content: 1. Executive Summary ........................................................................................................... 7 2. Business Description .......................................................................................................... 8 2.1. Service Description...................................................................................................... 8 Service Overview ............................................................................................................... 8 2.2. Definitions ................................................................................................................. 12 Medical Tourism .............................................................................................................. 12 Wellness Tourism ............................................................................................................. 13 Health Tourism ................................................................................................................. 13 3. 2.3. Vision......................................................................................................................... 15 2.4. Objectives .................................................................................................................. 15 2.5. Mission ...................................................................................................................... 15 2.6. Revenue Model .......................................................................................................... 16 Industry Analysis.............................................................................................................. 21 3.1. Industry Overview ..................................................................................................... 21 Health Tourism – Global Perspective .............................................................................. 21 Health Tourism in Poland ................................................................................................ 23 4. Marketing Plan ................................................................................................................. 26 4.1. Market Analysis ......................................................................................................... 26 4.1.1. General Analysis of the Market ......................................................................... 26 4.1.2. Global Market Data ............................................................................................ 27 4.1.3. Country-Level Data ............................................................................................ 28 4.1.4. Analysis of Destination Countries...................................................................... 30 4.2. Current & Future Trends ........................................................................................... 40 4.3. Market Segmentation ................................................................................................. 43 4.3.1. Product Development, Differentiation ............................................................... 43 3 Health Travel Europe 4.3.2. Consumer Market Segmentation & Buyer Behavior ......................................... 45 4.3.3. Target Market Segmentation .............................................................................. 46 4.4. 4.4.1. Trends in Tourism Promotion ............................................................................ 54 4.4.2. Promotional Events ............................................................................................ 55 4.5. 5. 6. 7. Promotion .................................................................................................................. 54 SWOT Analysis ......................................................................................................... 63 Competitive Review ......................................................................................................... 67 5.1. Competitors in Poland ............................................................................................... 67 5.2. Competitors in Europe ............................................................................................... 74 Technical Solution............................................................................................................ 82 6.1. Web Design Description ............................................................................................ 82 6.2. User Characteristics ................................................................................................... 96 6.3. System Functional Requirements .............................................................................. 98 Financial Plan ................................................................................................................. 100 7.1. Funding .................................................................................................................... 100 7.2. Revenue Model ........................................................................................................ 101 7.3. List of Assumptions ................................................................................................. 107 Bibliography ........................................................................................................................... 115 Appendix ................................................................................................................................ 125 1. List of Prospective Providers (Website Database) ............................................................. 125 1.1.List of Health-resort Centers, and Spa Facilities in Poland ............................................. 125 1.2. List of Sanatorium facilities recommended by the Polish Spas Chamber of Commerce 127 1.3. List of Spas/ Health Resorts by Disorders Treated at the facility: .................................. 128 1.4. Sanatorium – List of Tourist Attractions in the Environs: .............................................. 129 1.5. Sanatoria – detailed list: .................................................................................................. 130 1.6. Dental Care Providers List .............................................................................................. 136 1.7. Rehabilitation Spa & Centers Providers List................................................................... 136 4 Health Travel Europe 2.Medical Travel Agencies (with a profile analysis): ............................................................ 142 3. „Partnership for Lesser Poland spas’ modernization” Project & Contract......................... 146 4. Medical Treatment Quick Selection Tab – Category List .................................................. 151 5. Wellness Treatment Quick Selection Tab – Category List ................................................ 152 6. Future Developments.......................................................................................................... 153 6.1. Tourist Attractions Database: .......................................................................................... 153 7. Meeting Log ....................................................................................................................... 154 8. List of Medical Tourism Associations and Medical Travel Organizations:....................... 156 10. Meeting Log ..................................................................................................................... 157 11. Web Design Pricing Document ........................................................................................ 159 12. Glossary & Abbreviations: ............................................................................................... 161 ABBREVIATIONS:............................................................................................................... 161 GLOSSARY/ DEFINITIONS: ............................................................................................... 161 5 Health Travel Europe Acknowledgements I would like to thank the following people for their help and support through the practicum: My supervisors, Mr Brian Stone (DCU Business School) and Ms Geraldine Lavin (DCU Business School) who provided me with guidance and help. Dr. Cathal Gurrin (DCU School of Computing). 6 Health Travel Europe 1. Executive Summary The objective of this practicum report is to develop a business plan for an Internet based application for health tourism industry called Health Travel Europe. Health Travel Europe (HTE) provides an online platform where three industry players meet: patients seeking treatment, healthcare providers, and medical travel agents. Health Travel Europe provides with a database of all existing wellness and medical treatment facilities in Poland, doctor accreditations, treatment costs, travel and accommodation information, procedures, guidance, and information that helps foreign patients to decide on treatment destination and provider. Health Travel Europe application provides a comprehensive “one stop” site for health tourism (medical and wellness) where patients can explore the treatment opportunities available in Poland, and in future website developments – in the neighboring countries. The main attraction of this website will information comprehensiveness and easiness. Health Travel Europe is focused on international health market. In the first chapter the various services that Health Travel Europe will provide are outlined, including definitions, vision, objectives and revenue model are included in this section. Within the second chapter the industry overview is described. In the third chapter the marketing plan is outlined, including: market analysis, current and future trends, market segmentation, promotion, as well as SWOT analysis. The forth chapter is devoted to competitive review analysis - the key competitive players are established and a Porter’s Five Forces analysis was carried out to determine the attractiveness of the health tourism industry. Within the fifth chapter the technology is explained with detailed website design, user characteristics, and system functional requirements. In the last chapter the financial plan is presented. 7 Health Travel Europe 2. Business Description 2.1. Service Description Service Overview Medical travel is becoming more and more popular across Europe over the last years and the healthcare consumers go to the same place to search for information on healthcare services as they do for everything else – the Internet. Many players, on both: medical and wellness market, are looking for different ways to attract international patients to their hospitals, clinics, sanatoriums, medical tourism agencies. Promoting through the HTE website application is the option for the industry players that delivers the best return not only on their online marketing investment but on offline as well. HTE application three main services are: Health Provider search – Ability to search for: (1) Medical Tourism Providers, (2) Wellness & Spa Providers, and (3) Medical Travel Agents. The search can be defined by different categories. More information is in the chapter “Technical Solution”. Trip Planner which will serve as a “shopping bag” or “notepad” for patients. Patients can save there any destinations or products that they searched for on the HTE website. When the user signs in, he can make three kinds of action: print, send to a friend, and send an enquiry. The enquiry leads patient to Providers. The Trip Planner allows also for advertising. Ratings and Reviews – a system whereby patients can publish their ratings and comments, and Providers can be ranked TOP5. There are to two types of HTM clients: 1) Direct: Medical Treatment Providers, Wellness Treatment Providers, and Medical Travel Agencies; 2) Indirect: patients – end users. The three direct HTM clients are: Medical Treatment Providers, Wellness Treatment Providers, and Medical Travel Agencies. The first ones - Medical Treatment Providers – range from major hospitals across Poland which offer service for international patients (English speaking service and care), through sanatoriums, spas, to small clinics and individual clinicians that are seeking to attract international patients. The second group of direct HTM 8 Health Travel Europe clients – Wellness Treatment Providers – range from sanatoriums, spas, to small clinics and individual clinicians that are seeking to attract international patients to their wellness and spa treatments. The third group – Medical Travel Agencies – are companies operating in Poland (but do not have to be located in Poland) who are seeking to attract patients to use their service as a medical travel facilitator. All those three types of HTM clients will be able to benefit from the variety of promotional functionalities available through the application: Featured Pages – Feature Page is a functionality of the application where the Provider profile is presented. There is a full information on the Provider products and services. There are two promotional functionalities available through Featured Page: 1) ‘Add to my Treatment Planner’ bottom allows a patient to quick saving the Provider offer on patient’s personal offer. Every saved ‘item’ can lead to an order (Treatment Planner Enquiry Service described below). Also every time a logged user adds an ‘item’ to his Treatment Planner, the direct message is sent to the Provider notifying him about patient’s interest. More details on how Featured Page and Treatment Planner work are under the chapter ‘Technical Solution’. 2) ‘Ranking & Reviewing’ functionality which enables Provider to be ranked high in HTE website search. The Provider with: the biggest number of patients (application users) who has purchased the service, the best ranking results, and the biggest number of positive reviews left, is ranked the TOP5 Providers in the selected area. Thanks to that more application users can see his service offer. This functionality helps Providers to build trust which is so important in this business especially that the choices are made on the distance. Treatment Planner Enquiry service (TPE) – service which delivers leads from potential patients who are actively interested in medical or wellness tourism. Patient can send an ‘enquiry’ through his personalized Treatment Planner to the Provider and make a booking. Advertising on Trip Planner – underneath the Treatment Planner (TP) is a space for an advertised Provider offer, which can be added by a patient to his TP directly by clicking the icon “add to my Treatment Planner”. More information on how advertising underneath Treatment Planner works is in the chapter ‘Technical Solution’. Banner Advertising – facilitates Clients to target specific treatments, promote their brand and highlight offers. 9 Health Travel Europe Video Testimonial and Video Content – help Providers to build trust among potential patients. The indirect HTM clients – international patients – are people who are actively seeking information on international health travel services and products located in Poland. While deciding for a treatment they want to be sure about the security and professionalism of the delivered service. To do so they go on the web to know the options about particular destinations. To help with this need, THE Company offers a range of added value services that help patients to have a better insight who the particular treatment provider or the medical tourism agent is, what are his ratings and reviews. Patients before deciding on their treatment provider, search as much information as they can. They want to know other patients’ experiences and stories. Before purchasing a product or a service they want to know what other people think about it, how do their rate it. They tend to trust ‘people like me’ more than any other information source. That is why social media, blogs, ratings and reviews are so important when it comes to purchase a medical treatment offer abroad. Choosing an international doctor, hospital, clinic is a big decision a person has to take with the help on web. Because of all of those patients’ needs, the HTE application provides with functionalities such as: Ratings and Reviews - a system whereby patients can publish their ratings and comments about their experience of travelling for a treatment in different destinations in Poland. Visitors can get here “word of mouth” recommendations on the service that is provided by particular destinations. This can help gain trust among prospective international patients to the Client’s service. Patient Stories – Patients can discover the experiences of other people who have already been treated in a particular facility. The stories can be in written or video format. Video Service – is another tool to build trust among international patients. Provider’s video allows patients to get to know the Provider better and have a better insight what his offer is. It helps patients to make the decision of purchasing the treatment while not having the opportunity to see the facility in real before travelling. Thanks to video people can get a real feel for the services that are offered to them across the web. 10 Health Travel Europe Search engine – the main THE website service, which provides the search functionality for users. Patients can search for a variety of health services available across Poland. Storage for interesting services/ products on patient’s personal Treatment Planner. Forwarding order reservation ID to the selected Provider (order reservation ID allows for discounts). Contacting healthcare Providers through the Treatment Planner Enquiry Service. View treatment history and all saved information on the Treatment Planner. Certification stamp – each medical product that has a certification by Polish Association of Medical Tourism will have a ’stamp’ that will be a proof of quality for a website user. Polish Association of Medical Tourism “grants certification to all its members (hospitals, clinics, healthcare providers, medical travel facilitators) for the coordination of patient care, in cases when the patient travels from other countries to Poland for medical purposes. The certificate guarantees that the clinic is adequately equipped and prepared for patient treatment and the medical standards are at the European level. A patient coming in for medical purposes is entitled to receive additional help in organizing stay in Poland (e.g. hotel reservation, organization of leisure, transfer from the airport to the hospital and hotel)” (Polish Association of Medical Tourism - Certification, 2012). As mentioned above, the social media play very important role in decision-making process. That is why the social media promotion has been carefully planned and will be one of the most important parts of the promotion of the HTE application. More information on social media promotions is in the Marketing chapter, under the promotional activities subsection. 11 Health Travel Europe 2.2. Definitions Medical Tourism Medical tourism is defined “as when consumers elect to travel across international borders with the intention of receiving some form of medical treatment. This treatment may span the full range of medical services, but most commonly includes dental care, cosmetic surgery, elective surgery, and fertility treatment. Setting the boundary of what is health and counts as medical tourism for the purposes of trade accounts is not straightforward. Within this range of treatments, not all would be included within health trade. Cosmetic surgery for aesthetic rather than reconstructive reasons, for example, would be considered outside the health boundary” (OECD, 2010, pp.30-31) (Lunt, Smith and others, p.6). The undertaken market research has helped to identify another definition that is more appropriate for ne HTE target market: “Medical tourism involves people who travel to a different place to receive treatment for a disease, an ailment, or a condition, or to undergo a cosmetic procedure, and who are seeking lower cost of care, higher quality of care, better access to care or different care than what they could receive at home” (Global Spa Summit, p.20). The understanding of medical tourism by industry representatives in a survey run by Global Spa Summit, is presented below in a ‘word cloud’. The size of a word indicates the frequency with which it was used in the survey responses. Words that stand out the most include: ‘procedures’, ‘surgery’, ‘health’, ‘care’, and ‘treatments’ (Global Spa Summit, p.88). 12 Health Travel Europe Wellness Tourism According to the definition proposed by Global Spa Summit (p.20) which is adapted for the need of the project, wellness tourism “involves people who travel to a different place to proactively pursue activities that maintain or enhance their personal health and wellbeing, and who are seeking unique, authentic or location-based experiences/ therapies not available at home”. On the word cloud visualization below the words ‘health’ and ‘spa’ stand out the most. They are followed by such word as: ‘services’, ‘destination’, ‘relaxation’, ‘treatments’, ‘medical’, and ‘programs’ (Global Spa Summit, p.88). Health Tourism The term health tourism “is probably best used as an umbrella phrase to capture both the medical and wellness tourism markets” (Global Spa Summit, p.16). Health tourism “in some countries, has longstanding historical antecedents of spa towns and coastal localities, and other therapeutic landscapes. Some commentators have considered health and medical tourism as a combined phenomenon but with different emphases” (Lunt, Smith and others, p.7) Carrera and Bridges (2006, p.447), for example, define health tourism as ―the organized travel outside one‘s local environment for the maintenance, enhancement or restoration of an individual‘s well-being in mind and body. “This definition encompasses medical tourism which is delimited to ― organized travel outside one‘s natural health care jurisdiction for the enhancement or restoration of the individual‘s health through medical intervention” (Lunt, 13 Health Travel Europe Smith and others, p.7). “As Figure X suggests, medical tourism is distinguished from health tourism by virtue of the differences with regard to the types of intervention, setting and inputs” (ibid). “The words ‘medical’ and ‘wellness’ are equally predominant, indicating that respondents generally associate health tourism with both terms. Words that stand out as secondary in importance include: ‘treatments’, ‘spa’, ‘healthy’, and ‘improve’.” (Global Spa Summit, p.88). Summing up, The figure below presents understanding of medical and wellness tourism by differentiating them by intervention, setting and inputs. Intervention: Setting: M e d i c a l H Figure 1. Health and Medical Tourism Source: Lunt, Smith and others, p.7. 14 Health Travel Europe e a T o u r i s m Hospital/ Clinic Medicaments and medical devices Non-medicine facility Others Bio-medicine Complementary medicine Inputs: l t h T o u r i s m 2.3. Vision Being the leading search engine for health tourism in Poland, with the possibility for extension to the European dimension in the future developments. HTE vision is to be both: a definite marketing solution to health providers, and comprehensive informative service to patients who are seeking for treatment abroad. Being a “one stop” site for health tourism providing comprehensive database of all existing wellness and medical treatment facilities in Poland, doctor accreditations, treatment costs, travel and accommodation information, procedures, guidance, and information that helps foreign patients to decide on treatment destination and provider. 2.4. Objectives The main aim of the application is to provide an online platform where three health industry players meet: patients seeking treatment, healthcare providers, and medical treatment agents. The application aims at promoting the highest level of quality of healthcare to patients in a global environment. Its objective is also to promote the interests of healthcare providers and medical travel agencies. 2.5. Mission The HTE mission to promote Medical and Wellness Tourism to Poland, raise awareness of the high level of quality healthcare available in Poland, and provide an unbiased source of information for patients, insurance companies and employers about top hospitals, their quality of care and outcomes. 15 Health Travel Europe 2.6. Revenue Model The Service will generate its revenue from the following: Feature Pages Featured Pages provide Customers the opportunity to benefit from enhanced visibility on the site, and further to enhance visibility on search engines because of links inbounded on the Customer’s Featured Page. An example of a Featured Page is below: a) ‘Abbreviation’ of an Featured Page: b) Full Featured Page: 16 Health Travel Europe The cost of a Featured Page depends on the type of treatment being promote and a year as every year it is assumed that the number of website users will increase. The prices are outlined in the table below. Table 1. Price range for a Feature Page per annum in Euro Presence on a Featured Page is excellent value for a Client. For example, a small advertisement for cosmetic surgery abroad in a national woman’s magazine cost around 1,600 euro per issue. An investment on the Service lasts for one full year and reaches already targeted people, moreover – people who are actively researching a treatment in Poland. Furthermore, the Client benefits from inbound links which can improve Clients’ Google rankings (the link to Client web sites is located on the Feature Page. People seeking information of the service can read all the basic information about the particular destination and for further information they can click a link and be routed directly to Client’s website improving his Google rankings). Online booking The patient can reserve the treatment through the website. The HTE Company earns 5% of the value of a cost of such treatment booking. Cost Per Action Cost Per Action (CPA) includes any action that causes traffic to Provider’s website or leads to a product/ service purchase, such as: sending a Treatment Planner Enquiry to Provider; visiting Provider’s website after clicking on a link on the HTE application; subscripting on Provider’s newsletter; The cost is 1EUR per 1 action. 17 Health Travel Europe Banner advertising Banner advertising can be placed on all pages of the HTE website as well as within specific sections, for example: cosmetic surgery, spa treatment, etc. The Client can choose between two ways to buy banner advertising on the Service, by “impression” or by “click” (CPC). The first one – Cost per Impression (CPM) is when the client sets amount of activity within in specific section and with a confirmed position on the page. Choosing this option guarantees him a specific position and a level of activity. The cost of CPM varies between 10euro and 20 euro per 1,000 impressions. The second one – Cost per Click (CPC) is a result based model. The Client sets amount of clicks, which later can be delivered up to the choice of the Client (they can be spread across multiple sections of the site and over whatever timeframe they wish). However, this banner option does not guarantee advert position on the page. The costs is 0,5EUR per click. Available banner positions are shown below. Figure 2. Banner positions. 18 Health Travel Europe Advertisement on Treatment Planner Treatment Planner Enquiry (TPE) operates under Treatment Planner functionality (see the subsection: ‘Treatment Planner’ under the chapter ‘Technical Solution’). Visitors while searching information on the website can add different treatments, services, destinations or activities to their planner. If they choose an option ‘send an enquiry’ the enquiry is automatically forwarded to participating Providers. In one easy step the Providers can get a client knowing what exactly he is looking for. A maximum of five Providers (from particular category, localization) can sign up to advertise on Treatment Planner. Only the certificated providers, with reputation, can apply for this kind of advertisement. Every Provider will be checked by HTE Company once he applies for it (or beforehand when an advertising offer will be delivered to a potential Provider). Only Providers who are ranked high, have reviews, certificates, good reputation in the industry, have certificates, English speaking staff, etc. can have their advertisement on Treatment Planner. The advertisement on Treatment Planner Enquiry Forwarding Service rate depend on the year (as it is assumed that every year the number of website will increase): Cost of advertsing underneath the Treatment Planner income from an 50,00 € advertisment (monthly) 2 year income from an 60,00 € advertisment (monthly) 3 year income from an 70,00 € advertisment (monthly) Table 2. Costs of advertising underneath the Treatment Planner 1 year The Providers can sign up for this advertising option on a quarterly basis. Video Besides the Feature Page, advert banners, TPE, Providers can promote their services through video content. The video content is becoming more common on the web. Its content importance on search engine visibility is continuously increasing. Having a professional video content will add value for the Provider regarding his SEO (Google Universal Search). 19 Health Travel Europe The HTE website offers the promotion of Provider’s video on the Service sites. The video hosting fee is 120euro per annum. Besides hosting, Provider who does not have his own, professionally made video content the HTE Company can help with its production. The production cost will depend on the type of the ordered video, the time required for its realization, etc. To sum up, all of the above promotional options (Featured Page, banners, TPE, video content) are presented to Providers on the Application form that there have to fill in when they want to register on the HTE Service. The form is sent via e-mail after previous telephone arrangement, and followed by HTE Service video presentation. All financial assumptions of the revenue model are in the financial chapter of this report. 20 Health Travel Europe 3. Industry Analysis 3.1. Industry Overview “A significant new element of a growing trade in healthcare has involved the movement of patients across borders in the pursuit of medical treatment and health; a phenomenon commonly termed ‘medical tourism’.” (Lunt, Smith and others, Medical Tourism: Treatments, Markets and Health System Implications: A scoping review, p.2). Health Tourism – Global Perspective Health Tourism According to International Trade in Health Services “Ease of travel and technological advances in information systems and communication allow patients or third party purchasers of health care the possibility to seek out treatment of a similar quality at lower cost and more immediately from abroad. An increase in the portability of health insurance cover, both public and private, is also poised to further increase patient mobility.” (OECD, Health policies and data). Moreover, the “agreements on cross-border movement come into force and there is the potential for growing effects on domestic or regional health systems.” (ibid). New EU legislation The European Parliament's amendments on a draft directive aimed at facilitating access to safe and high-quality cross-border healthcare and promoting cooperation on healthcare between member states was approved by the Council on 28.02.2011. The new EU legislation will give health tourism in the EU an enormous boost. It will oblige NHS to fund patients to have treatment anywhere they wanted in Europe (Public Health, Cross-border care). The new directive contains the following provisions (Directive on Cross-border Healthcare Adopted 2011): patients will be allowed to receive healthcare in another member state and be reimbursed up to the level of costs that would have been assumed by the member state of affiliation, if this healthcare had been provided on its territory; instead of reimbursing the patient, member states of affiliation may also decide to pay the healthcare provider directly; for overriding reasons of general interest (such as planning requirements for ensuring permanent access to a balanced range of high-quality treatment or the wish to control 21 Health Travel Europe costs and to avoid any waste of resources) a member state of affiliation may limit the application of the rules on reimbursement for cross-border healthcare; member states may introduce a system of prior authorization to manage the possible outflow of patients. This is, however, limited to healthcare that is subject to planning requirements, such as hospital care (defined as care involving overnight hospital accommodation) and healthcare that involves highly specialized and cost-intensive medical infrastructure or equipment, healthcare that involves treatments presenting a particular risk for the patient or the population, or healthcare which would be provided by a healthcare provider which could raise serious concerns with regard to the quality or safety of the care; in order to manage incoming flows of patients and to ensure sufficient and permanent access to healthcare within its territory, a member state of treatment may adopt measures concerning access to treatment where this is justified by overriding reasons of general interest (such as planning requirements for ensuring permanent access to a balanced range of high-quality treatment or the wish to control costs and to avoid any waste of resources); member states will have to establish national contact points that must provide patients with information about their rights and entitlements and practical aspects of receiving cross border healthcare, e.g. information about healthcare providers, quality and safety, accessibility of hospitals for persons with disabilities, to enable patients to make an informed choice; cooperation between member states in the field of healthcare has been strengthened, for example, in the field of e-health and through the development of a European network which will bring together, on a voluntary basis, the national authorities responsible for e-health; another example is rare diseases, where the Commission will have to support member states in cooperating in the field of diagnosis and treatment capacity; the recognition of prescriptions issued in another member state has been improved; as a general rule, if a product is authorized to be marketed on its territory, a member state must ensure that prescriptions issued for such a product in another member state can be dispensed in its territory in compliance with its national legislation; 22 Health Travel Europe sales of medicinal products and medical devices via internet, long-term care services provided in residential homes and the access and allocation of organs for the purpose of transplantation fall outside the scope of the directive. According to Gary Finnegan “a new European directive could see more Irish patients seeking medical care in other EU countries, but critics of the plan are warning it will disrupt how services are planned and funded” (Finnegan 2009). When the Directive will be introduced into life the power will be placed “in the hands of patients by allowing citizens to choose to seek treatment elsewhere in Europe, even if that procedure is available at home” (Finnegan 2009). Health Tourism in Poland Medical tourism being a Polish export policy Medical tourism has become the one of the priorities of the Polish export policy for 2012 – 2015. The Ministry of Economy identified it as one of the fifteen a high export potential sector. In April 2012 the European Union program promoting Polish medical tourism has started. It will last for 36 months. The budget for the project is EUR 1 million. Industry profitability The medical tourism industry in Poland is a multi-million euro industry which HTE seeks to harness. Revenue from treating foreign patients in Poland has regularly increased to a level of around 900 million PLN per year (225 million euro) – data for 2011year (Stawikowski 2011). According to estimates from the Polish Association of Medical Tourism (PSTM) “between 300,000 and 330,000 people visit Poland annually and spend an average of 1156 euro on voluntary medical and dental procedures such as porcelain crowns, breast augmentation, or dental implants.” (Growth predicted for Polish medical tourism, 2010). This estimated were done in 2010 based on data from previous years. In 2010, according to Stawikowski (2011), the number of people visiting Poland for medical treatment was already 500,000 (ibid). Main market leaders estimating that in 2011 this number has grown by 20%, while hospitals expected steady market growth of 10% (ibid). Which, comparing with the estimations done by Insight Market Research Solutions (IMRS) are concurrent. According to IMRS’s “Poland Medical Tourism Market 2013 – An Untapped Opportunity” report “the medical tourism 23 Health Travel Europe industry in Poland has the potential to grow, driven by association and government support coupled with increasing number of private healthcare facilities. IMRS anticipates more than 15% annual growth for revenue in coming years due to increasing flow of medical tourists and rising per capita expenditure by medical tourist on treatments and surgery.” (Growth predicted for Polish medical tourism, 2010). “In a new research report “Poland Medical Tourism Market 2013”, Insight Market Research Solutions (IMRS) has identified Poland as one of the most promising destinations for medical tourism in Europe. In recent years patients from countries like the UK and Germany have visited hospitals and clinics in Poland for medical consultations and treatments.” (Growth predicted for Polish medical tourism, 2010). Increasing trend in health tourism to Poland Since Poland has joined the European Union in 2004 the health tourism has been increasing. The low budget flights started to operate in Poland. Thanks to that Poland has been more accessible – it takes approximately two hours from any Western European airport to reach Poland, and the flight fares are much cheaper than it used to be. Poland is now better linked to the west than any other central European country. The main advantages of Polish medical services are easy access to the experts at the global level and high quality services in lower costs than in Europe (see chapter ‘Marketing Analysis’ where the prices comparison is outlined). The costs of medical treatment in Poland “are lower even up to 80% in relation to Great Britain, Germany and the US” (Official promotion program of Polish Medical Tourism 2012). Medical tourist are attracted to Poland because of “its uniqueness, low prices, state of the art equipment, the latest techniques and top quality materials” (Official promotion program of Polish Medical Tourism 2012). Since 2004 more healthcare providers have entered the marketplace. They are looking for ways to attract international patients, but often do not know how to make it efficiently since they have been concentrated on the domestic market so far. Their promotional tools do not reach the international potential patients effectively, moreover, the best facilities do not spend as much money on a promotion abroad as the private one since it is much more costly. That is why the Service is a good way for them to be promoted for a cheap price. 24 Health Travel Europe Not only the number of health tourist has grown, but also the number of providers fighting for market share has increased. Providers are seeking for different ways to be visible to the potential clients and distinguished from the competition. The rating & reviewing system provided on the Service helps to be positioned in the ranking and get more bookings thanks to recommendation and effective database. Patients are looking for comprehensive and secure information on health facilities, while Providers are seeking ways to inform patient about their services. Insight Market Research Solutions (IMRS) „anticipates Poland will be able to overcome the challenge of India, Singapore and Thailand due to its proximity to European countries and presence of well-trained medical experts similar to western countries. Poland will continue to attract large number of medical tourists from other European countries due to less travel time and absence of visa requirement for travel within European Union borders, compared with travelling to Asia.” (Growth predicted for Polish medical tourism, 2010). Destination country competitors for Poland Only Austria and Hungary among health tourism destination countries are Poland’s competitors because those countries represent the Central European geographic region. Websites offering health treatment services in other countries do not belong to the same geographical area. Since This is why , which means that they are a minor competitors as opposed to websites offering treatments in the neighborhood countries. Austrian medical tourism for international patients tends to include “medical treatment at hospitals, clinics, and rehabilitation centers, with visitors attracted by the high quality of care” (Global Spa Summit, p.7). On the other side, wellness tourism in Austria is “primarily a domestic market and is dominated by thermal spas. International wellness tourists tend to visit spa/ wellness hotels/ resorts of mix spa/wellness activities with other activities (such as outdoors, adventure, etc.). The country emphasizes its “alpine spas” and “thermal” spas as key wellness-related offerings” (ibid, p.14). “Hungary’s medical tourism offerings include a mix of “mainstream” medical and surgical treatments (primary for international tourist), as well as evidence-based therapies related to natural healing assets such as thermal/ medical baths (primary for domestic tourist)” (Global Spa Summit, p.7). Its wellness tourism “almost exclusively means visit to “wellness hotel” (which offer thermal baths, wet areas, pampering treatments, fitness and beauty services, and 25 Health Travel Europe healthy cuisine), and these largely serve the domestic market. International tourists tend to visit the country’s modern, purpose-built bath complexes and historic facilities” (ibid, p.14). A gap in polish health tourism industry “Medical tourism is very much dominated by the medical tourism facilitator model (e.g., companies that serve as a middleman or travel agency for medical tourists, arranging the package of medical services, accommodation, and transportation; arranging for visas and paperwork; providing in-country support; and so on). Alternately, medical tourists may initially have direct contact with a medical provider or doctor they are interested in working with, but even then they would typically be referred to a facilitator or travel agent who can assist with the arrangements.” (Global Spa Summit, p.30). Because of that there is a lack of non-state online service that does not compete with the travel agencies nor with medical facilities, but combines them, promotes both of them, and links them with potential clients. 4. Marketing Plan 4.1. Market Analysis 4.1.1. General Analysis of the Market One of the main factors that drives medical tourism is globalization – economic, social, cultural and technological. Besides that the drivers of patient mobility has been identified by The Flash Barometer survey (2007) such as: the lack of availability of treatment at home; the better quality of treatment abroad; the provision of services by specialists; faster treatment and the affordability of care as among the key drivers that motivate citizens of EU member states to seek treatment outside of their home country (OECD 2011, p.16). According to Medical Tourism: Treatments, Markets and Health System Implications: A scoping review medical treatment mostly includes dental care, cosmetic surgery, elective surgery, and fertility treatment (Lunt, Smith and others, p.2). In the review we can read that “there has been a shift towards patients from richer, more developed nations travelling to less developed countries to access health services, largely driven by the low-cost treatments available in the latter and helped by cheap flights and internet sources of information” (Lunt, Smith and others, p.2). 26 Health Travel Europe The promotion of both wellness tourism and medical tourism is too little. According to the Global Spa Summit (2011, p.96) survey “about 25% of Europeans said their country is not promoting wellness tourism, while 50% said that their country is not promoting medical tourism”. 4.1.2. Global Market Data Medical Tourism According to Global Spa Summit 2011 report (2011, p. 36) “among the most widely available and frequently cited estimates of the medical tourism market are two studies produced by major international consulting firms, McKinsey and Deloitte. A 2008 study by McKinsey estimated the global medical tourist number to be between 60,000 to 85,000 ‘inpatient’ medical travelers annually. McKinsey’s estimates have been widely questioned and criticized by the medical tourism industry as being far too low22; and if we accept as accurate some of the country-specific estimates presented in the section below, McKinsey’s estimates are most likely a gross underestimate. A 2008 study published by Deloitte suggested much higher figures, estimating that 750,000 Americans traveled abroad for medical care in 2007, and projecting that this figure would increase to 1 million by 2010. A 2009 update of the Deloitte study provided ‘recession-adjusted’ forecasts that estimated 648,000 outbound U.S. medical tourists in 2009 and projected growth to 1.6 million by 2010”. Wellness Tourism The data available on wellness tourism “is an estimate for the number of ‘spa trips’ produced by a 2008 study from SRI International and the Global Spa Summit. The SRI/GSS report estimated that there were 17.6 million international spa trips in 2007, with an additional 124.2 million domestic spa trips” (Global Spa Summit 2011, p. 36). Global Market Value for Medical and Wellness Tourism sectors As outlined in Global Spa Summit 2011 report “medical tourism and wellness tourism is the 2010 SRI/GSS study on the global wellness market, provided a rough estimation of the overall global market value (or revenues) for the two sectors. This study put the global medical tourism market at US $50 billion annually and the global wellness tourism market at US$106 billion annually. It is notable here that the estimated market size for wellness tourism is more than double that for medical tourism (in particular, note that medical tourism has in 27 Health Travel Europe the past garnered more attention from governments and has typically been viewed as a more lucrative opportunity, while wellness tourism is only recently “on the radar screen” for governments and others in the tourism industry)” (Global Spa Summit 2011, p. 36-37). 4.1.3. Country-Level Data USA health tourism market Data collected and projections made by Deloitte on a number of US citizens obtaining treatment overseas, say that in 2007 there were 750,000 US patients leaving the country in search of treatment ((Keckley and Underwood, 2008 [at] OECD 2011, p. 14). Keckley claimed that by 2010 this number will reach somewhere between 3 and 5 million (OECD 2011, p. 14). According to the OECD report on medical tourism “given that US tourists are thought to represent roughly 10% of the global number of medical tourists (Ehrbeck et al., 2008), this would suggest that total worldwide figures would lie somewhere between 30 and 50 million medical tourists travelling for treatment each year. Even where commentators avoid placing a figure on the number of medical tourists, the frequent citation of medical tourism as a $60bn industry can be traced back to Deloitte‘s report (MacReady, 2007, Crone, 2008, Keckley and Underwood, 2008)” (OECD 2011, p.14). Irish health tourism market “European Commission research reveals 79 per cent of Irish people say they would be willing to travel elsewhere in the EU for specialist care or to be treated more quickly, but three quarters of respondents complain that there is not enough information available on medical services in other EU member states” (Finnegan 2009). This is one of the biggest aims to inform potential tourist about the treatment possibilities. It could be gained through online promotion as well through offline, such as cooperation with Polish Tourism Office which does not have its office in Ireland, and which lacks of its staff delegated on this island. Prof Charles Normand, the holder of the Edward Kennedy Chair in Health Policy at Trinity College, Dublin, thinks that “traditionally, patient mobility has been much more common where people are used to travelling for shopping – like in areas of Holland, Belgium, France and Germany – where you have large populations living near borders. It’s not likely to be a huge part of the system here. What I think we will see is patients travelling for particular elective operations where there are long waiting lists” (Finnegan 2009). When targeting Irish market this will be one of main considerations – the message to Irish tourist will be address according to the need of overcoming long waiting lists. 28 Health Travel Europe Prof Normand believes the vast majority of patients will still opt to be treated as close to home as possible, despite the wider range of choices opening up across Europe. “There is some evidence that language is important. People want treatment where they can speak the language.” (Finnegan 2009). Last year’s [2008] Eurobarometer research poll found that among Irish people who were unwilling to travel for healthcare, 69 per cent cited language differences as a disincentive, while 93 per cent said it would be inconvenient to leave Ireland for treatment. (Finnegan 2009). IRISH MEP Colm Burke said that “when this directive comes into effect, Irish patients will be able to access healthcare in another EU member state and be reimbursed up to the amount that they would receive in Ireland. They will not need prior approval from the HSE, which is currently the case. This will ease pressure on the Irish health system, but it will also force the HSE to act to improve services at home, instead of footing the bill for treatment abroad.” He added that the directive aims to encourage European co-operation to improve the use of information technology in healthcare. (Finnegan 2009). UK health tourism market Healthcare tourism among British people is increasing due to the lack of doctors, insufficient resources and budget cuts resulting in long waiting lists for patients and high costs of private care. Jerome Burne explains that "last year an estimated 50,000 Britons went overseas for medical treatment. This year the number is expected to rise to 75,000 and to reach 200,000 by the end of the decade, creating a £886 million market" (A world of medical opportunity, Sunday Telegraph). Britons are struggling with its insufficient health system, where 47,000 people have not been able to find an NHS dentist in the last year, or woman who cannot “have a baby are faced with two or more years waiting for a donated egg” (A world of medical opportunity, Sunday Telegraph). For those patients health travel, that allows them even for saving up to 60%, becomes a much more attractive option. According to the report A world of medical opportunity published in Sunday Telegraph “last year [2010] an estimated 50,000 Britons went overseas for medical treatment. This year the number is expected to rise to 75,000 and to reach 200,000 by the end of the decade, creating a £886 million market.” In the report is also written that “Last year around 150,000 Americans 29 Health Travel Europe were driven abroad by the astronomical costs of their system and the industry is growing by about 15-20 per cent annually. Recently there was a report that five of the big American corporations in the Fortune 500 have been considering adding overseas medical treatment as part of employees' health insurance package.” The health spend in UK has increased 5% to 8% of GDP in recent years. Regarding dentistry service, the ‘free’ NHS dentistry has been reduced, the prices for private dentistry are high, and the need for cosmetic dentistry has increased. Despite major investment in UK health system, NHS waiting lists are still significant. There is also a significant growth of UK ‘selfpay’ for medical treatments market: almost 7,5 million people living in UK have private insurance. Among those UK patients who choose to obtain health treatment on their own cost the savings when travelling to Poland for a dental implant can reach 40%, and for a breast augmentation 56%. The detailed prices of each treatment are shown in the table below. As mentioned the cosmetic surgery in UK is becoming more ‘acceptable’. This market has grown by 40% in 2011 and prices in Poland make it affordable also for lower income groups (Treatment Abroad Report). 4.1.4. Analysis of Destination Countries India India has been a well-known destination for wellness tourism since long time, and also has become one of the world’s leading countries for medical tourism. According to Confederation of Indian Industry and McKinsey in 2005 there were 150,000 international medical tourists, while, as EximBank Indaso researched, in 2006 there were 500,000 international healthcare visitors (Global Spa Summit 2011, p. 38). According to the report A world of medical opportunity “India was the top destination for Britons last year; the country catered for a total of 175,000 health tourists, 25,000 up on last year: next year, 200,000 are expected. In India alone, health tourism is expected to be worth £1.1 billion by the beginning of the next decade.” The key attractions for both medical and wellness tourism in India include (Global Spa Summit, p.57): 30 Health Travel Europe Low costs of treatments in India relative to other countries; High quality of care (with access to world-class technologies and standards); Lack of language barriers (most medical personnel speak English well); Long history of traditional and alternative healing therapies (e.g., Ayurveda). Thailand Thailand is known for both medical tourism and spa & wellness tourism. Both wellness and medical tourism are dominated by international tourists in Thailand. According to Harvard Business School Case Study Thailand has hosted more than 600,000 international medical tourists in 2003 (Global Spa Summit 2011, p.38). In 2009 in Thailand 1.4 million medical tourists were served, including 65,000 Americans (A world of medical opportunity). “An estimated 400,000 of them went to the remarkable Bumrungrad Hospital in Bangkok, which is known for its marble floors and luxury amenities that make it seem more like a resort hotel than a healthcare facility. Its International Patient Registration Center boasts of translators fluent in 13 languages” (A world of medical opportunity). Regarding wellness business in 2009 there were 3.6 million spa visits (Global Spa Summit 2011, p.39). Singapore Singapore is ranked 6th in the world for healthcare by the World Health Organization. “It has 11 JCI-accredited hospitals (A world of medical opportunity). Treatment in Singapore costs approximately 20% more than in India or Thailand. Hungary Hungary as a neighborhood country offers very similar products to Polish medical and wellness tourism offerings. Because the future development of the HTE Service assume extension of its offerings to the neighborhood countries creating a Central-European information platform, it is necessary to analysis Hungarian market more deeply. According to Hungarian government source in 2009 there were 300,000 international visits to ‘medical hotels’ (Global Spa Summit 2011, p.25), Regarding wellness treatment the same source provides with information that in 2009 150,000 international visits to ‘wellness hotels’ has be held. 31 Health Travel Europe As presented in the Global Spa Summit 2011 report “Hungary is rich with geothermal water resources, and bathing culture dates back to pre-Roman times. Thermal and medical waters are the country’s key foundations for medical and wellness tourism and can be found in over 80% of Hungary” (Global Spa Summit 2011, p.54). Hungarian medical and wellness tourism is driven mostly by domestic patients (Global Spa Summit 2011, p.54): 58% of medical and wellness tourism-related guest nights are generated by Hungarian travelers. Domestic travelers generate 24 million visits annually at the country’s thermal/medical baths. State subsidies are provided to Hungarian citizens through the National Health Services for medical travel and treatments (10 treatments can be used by prescription annually). Holiday checks (purchased by companies for their employees or given to disadvantaged groups) can also be used for preventive/spa treatments (that might change, however, due to new regulation and scheme as of January, 2012). Without the state subsidies, medical and wellness services would typically be too expensive for the average Hungarian. Domestic medical and wellness travelers spend an average of US$41/day. International patients visiting Hungarian facilities mostly “visit modern, purpose-built bath complexes and historic facilities (e.g., Turkish and baroque-style baths in Budapest), as well as dental clinics and wellness and medical hotels (e.g. for balneotherapy)” (Global Spa Summit 2011, p.54). Those international patients are attracted by Hungarian offer because of high quality of services and medical personnel, and good price. The average spending of an international medical and wellness traveler is “$82 per day (which is higher than the average spending for a regular international tourist to Hungary, at US$70/day)” (Global Spa Summit 2011, p.54). The medical and wellness tourism trends in Hungary is presented in the table below. 32 Health Travel Europe Table 3. Medical Tourism Trends Source: Global Spa Summit 2011, p.54. “Since most thermal/medical baths in Hungary are owned by local municipalities – and since the thermal/medical waters are the key foundation for Hungary’s medical and wellness tourism – there is a strong connection between the government and the medical and wellness tourism industry. On the other hand, there is no well-defined cooperation between the healthcare and tourism sectors” (Global Spa Summit 2011, p.55). There were several national development plans that have supported medical and wellness tourism Hungarian industry (Global Spa Summit 2011, p.55): The ‘Széchenyi Tourism Development Plan’ (2000) supported the development of thermal baths and related infrastructure and hotel capacity. The 10-year ‘Health Tourism Development Programme’ (2000-2010) –had as its aim to gain a leadership position in the European medical tourism market by the end of 2010. However, the program encountered challenges because: 1) natural asset-based medical services are not always recognized or accepted in many countries; and 2) the country has tried to attract different generations and types of tourists to the same facilities, which has not been a successful approach (e.g., building aquapark facilities for children alongside traditional medical facilities for the elderly). Hungary’s ‘New Széchenyi Tourism Development Plan’ (2010)47 has a more narrow focus on developing medical tourism, with an emphasis on thermal and medical 33 Health Travel Europe waters, as well as surgical treatments. Rehabilitation (e.g., post-operation recuperation treatments) may also be supported. The Hungarian government has recently announced that it plans to prepare a national ‘Dental Tourism Strategy’ and considers this to be a primary industry for development. The government will provide US$171 million of support for the industry (which they estimate to be a US$331 million industry in Hungary). The Hungarian National Tourist Office (HNTO) promotion tends to focus on medical hotels, wellness hotels, and medical baths, under the label of ‘Spa & Wellness’. They do not promote hospitals or dental clinics directly. “HNTO’s most recent international promotion campaign (launched January 2011) focuses on “Natural Waters” (e.g., thermal and medical spring waters)” (Global Spa Summit 2011, p.55). The most important Hungarian websites promoting medical and wellness tourism are: http://www.hungary.com/spa-wellness - Hungarian National Tourist Office website where spas and wellness are mostly promoted; http://www.spasinhungary.com/ - national website Dedicated for spas and wellness (has subsection for medical tourism) Poland Poland has 40 health spa municipalities and 70 health resorts. Most of them are located in the southern part of Poland. “Amidst the mountainous ranges of the Carpathians and the Sudetes, some spas and health resorts are strewn on the Baltic Coast and in other beautiful locales in the heartland.” (Baltic Spas and Health Resorts). The package treatments include: accommodation, foodstuff, medical care, physiotherapy and recreation as well. These treatment packages promise all-round care of the patients. “These modern-day sanatoriums have guest-rooms with attached sanitary facilities, balcony and radio/TV sets. Meals are prepared as per the needs of individual patients undergoing treatments. Other facilities like common cafes, gymnasiums, Jacuzzi baths, libraries, sauna, swimming pools, etc. offer the tourists healthy engagement. From time to time, special events such as excursions, hiking trips, and cultural shows are arranged by the Spa/Resort authorities.” (Baltic Spas and Health Resorts). 34 Health Travel Europe Medical services at spas include diagnosis and treatment. “While diagnosis and treatment prescription are undertaken by renowned names in Polish medicine and therapeutics, trained nursing staff and therapists manning the Sanatoria, undertake the actual therapy-application. The medical facilities fitted with state-of-the-art medical and rehabilitation equipment are fully modernized.” (Baltic Spas and Health Resorts). A patient at Polish Spas and Health Resorts can undertake treatment for all types of maladies like: Circulatory complaints Digestive tract disorders Endocrine problems Gynaecological complications Metabolic disorders Rheumatic conditions Respiratory disorders Skin diseases Throat problems Urinary tract diseases According to “Health-Spa Tourism in Poland” report (2012) “The tradition of Polish health spas dates back to the 13th century. Deposits of therapeutic mineral waters and therapeutic mud allow many disorders to be treated in Poland. Polish spas are not only for people with health problems, but also for those who seek peace and quiet for resting. All year round, more than 40 localities offer a gentle climate, picturesque landscapes, charming boarding houses, and modern sanatoriums as well as a high standard of treatment. The main proposal of Polish health spas are package treatments that include accommodation at a sanatorium, board, medical care, and physiotherapy. The cost of such treatment is $30 to $50 per day, depending on the sanatorium's standard. Health resorts also offer excellent conditions for active recreation - biking routes, indoor swimming pools, and tourist routes for hiking. The extensive spa parks, which boast many rare plant species, also include pump rooms for drinking mineral water, and band shells.” The medical care is also provided at the health resorts, where famous names in Polish medicine work as diagnosticians. “The medical facilities have been modernized and fitted 35 Health Travel Europe with state-of-the-art medical and rehabilitation equipment. It is easy to combine a stay at a boarding house with treatment.” (Baltic Spas and Health Resorts). The local spa services office provides with all the necessary information, and refers patients to treatment facilities following consultation with a doctor. Prices comparison The table “Medical Tourism Treatment Prices (in Selected Countries)” shows that treatment in Poland is relatively less expensive comparing to the UK and the US. The potential savings range from approximately 75% - 85% reduction in price depending on the type of procedure and the location (OECD, p.15). However, Ehrbeck et al (2008) notes that “cost is not necessarily the main driver, suggesting that availability and quality are the major factors for many medical tourists” (OECD, p.15). Procedure US UK Poland Hungary India Thailand Singapore Malaysia Mexico Heart bypass (CABG) Heart Valve replacement Angioplasty 113 000 13 921 7140 - 10 000 13 000 20 000 9 000 3 250 150 000 - 9 520 - 9 500 11 000 13 000 9 000 18 000 47 000 8 000 7 300 - 11 000 10 000 13 000 11 000 15 000 Hip replacement Knee replacement Gastric bypass Hip resurfacing Rhinoplasty 47 000 12 000 6 120 7 500 9 000 12 000 11 000 10 000 17 300 48 000 10 162 6 375 - 8 500 10 000 13 000 8 000 14 650 35 000 - 11 069 - 11 000 15 000 20 000 13 000 8 000 47 000 - 7 905 - 8 250 10 000 12 000 12 500 12 500 4 500 3 500 1 700 2 858 2 000 2 500 4 375 2 083 3 200 Tummy Tuck 6 400 4 810 3 500 3 136 2 900 3 500 6 250 3 903 3 000 Breast reduction Breast implants Crown 5 200 5 075 3 146 3 490 2 500 3 750 8 000 3 343 3 000 6 000 4 350 5 243 3 871 2 200 2 600 8 000 3 308 2 500 385 330 246 322 180 243 400 250 300 100 - 400 350 1 429 1 500 2 636 950 289 500 174 350 100 Tooth whitening 1 188 1 600 953 650 1 100 Dental implants Table 4. Medical tourism treatment prices (in selected countries) Source: OECD, p.12. Another price comparison estimation was updated in January 2012 and done by Polish Association of Medical Tourism. According to Polish Association of Medical Tourism the “prices will vary based on zip code, region, provider, and other factors.” (Prices of treatments, 36 Health Travel Europe 2012). The prices presented in a table below are an estimate and do not include airfare or hotel accommodation for the patient or a companion (Prices of treatments, 2012). Travel costs, including airfare and hotel expenses will vary depending on the season, destination, and the length of stay for recovery. Table 5. Surgery prices (in selected countries) Source: Polish Association of Medical Tourism - Prices of treatments, 2012. Prices of treatments. [Online] Available at: http://www.pamt.org/patient-pricing.php?l=l2 [Accessed 09.08.2012]. The detailed dental prices comparison, as an important target market product/ service, is outlined below. The suggested prices are an estimation done by one of key dental service providers for international patients in Poland - INDEXMEDICA Dental Clinic. 37 Health Travel Europe Table 6. Comparison of dental procedures’ prices between UK average price and prices proposed by one of polish dental providers targeted for international patients. Source: Indexmedica Dental Clinic, 2012, Prices [Online] Available at: http://www.indexmedica.com/eng/prices.html [Accessed 09.08.2012]. The tables above present the comparison of the treatment prices. They do not include all necessary costs an international patient has to cover while travelling for his treatment. When a patient is deciding about a treatment travel he has to consider all additional costs such as travel and hotel expenses. Only after adding all those costs the overall savings can be determinate. In the table below “Prices comparison in the UK, Poland, and…” I present the example prices for two popular among UK medical tourist patients to Poland treatments. 38 Health Travel Europe Country Procedure price Procedure saving UK Poland Hungary Italy Germany £2,000 £750 £665 £411 £600 63% 67% 79% 70% UK Poland Czech Republic £4,350 £1,550 £1,809 64% 58% Travel cost Hotel nights Hotel Hotel cost per cost night Total price Package saving £280 £280 £455 £420 £1,200 £1,045 £931 £1,185 40% 48% 53% 41% £200 £225 £1,920 £2,134 56% 51% Dental implant £170 7 £40 £100 7 £40 £65 7 £65 £165 7 £60 Breast augmentation £170 £100 5 5 £40 £45 Table 7. Prices comparison in the UK, Poland and Poland’s biggest competitor countries for particular treatments. Source: The UK Market for Health Tourism. World Health Tourism Congress, p. 12-14. Regarding dental implant treatment Poland offers for an UK medical tourism patient 40% savings, while Hungary 48%, Italy 53%, and Germany 41%. If the patient is motivated in his decision-making process only by price, he would not chose Poland. However, patients when choosing their health treatment destination are taking into account other factors such as: country’s reputation in a particular treatment, travel distance and convenience, additional values as tourist attractions. The second outlined treatment, the breast augmentation, is the cheapest in Poland (saving are up to 56%). Poland’s biggest competitor is Czech Republic where the treatment total cost is 5% higher than in Poland. Regarding wellness & spa industry in Poland, most thermal/medical baths are owned by local municipalities. However, just recently few of them were privatized and in the near future the next one will be owned by private companies. This will give an opportunity for their international commercialization. 39 Health Travel Europe 4.2. Current & Future Trends Growing worldwide demand on health travel “Freedom of movement, the creation of low-cost airlines and then unification and the recognition of medical studies between the Member States [European Union] has led to a ‘European Medical highway’ linking Western Europe to Eastern Europe” (Laherrere 2010). “Matching up the careers and the cared-for The United Kingdom, Ireland, Denmark, Norway, Sweden, the Netherlands, Austria and even France and Germany recruit doctors from Eastern Europe to fill the vacancies for general practitioners in less attractive rural areas. […] While doctors leave to go west, an increasing number of students go in the opposite direction to study in Eastern Europe. They are not the only ones to cross borders. Western patients are following the trend” (Laherrere 2010). Patients from West European countries “tired of waiting for weeks for an appointment and unable to pay the high prices for medical procedures (in particular dental and opticians’ fees), nowadays they turn to private practices based in Romania, Hungary, Poland and the Czech Republic” (ibid). According to The UK Market for Health Tourism. World Health Tourism Congress (p.20) there is a steady growth in the health travel UK market in the recent years. The UK demand on health travel has increased, and every year the dental treatment abroad is more popular. According to Medical Tourism: Treatments, Markets and Health System Implications: A scoping review the medical tourism industry is developing: “both the private business sector and national governments in both developed and developing nations have been instrumental in promoting medical tourism as a potentially lucrative source of foreign revenue” (Lunt, Smith and others, p.6). Moreover, there is a “shift towards patients from richer, more developed nations travelling to less developed countries to access health services, largely driven by the low-cost treatments and helped by cheap flights and internet sources of information” (ibid). “The market in medical tourists is set to grow, with potentially farreaching impacts on publicly-funded health care including the developing notion of patients as ‘consumers‘ of health care rather than ‘citizens‘ with rights to health care services” (ibid). EU directive The aim of a new EU directive is to allow all EU citizens to “have the right to be treated in another EU country at public expense if waiting times are too long in their own country” 40 Health Travel Europe (Andersen 2008). People might want to travel for their treatment not only because of the long waiting lists in their home country, but, as Bernard Merkel, head of the committee which has prepared the Commission proposal for an EU directive, states also because of “too little expertise or the fact that patients want to be close to relatives living in another country” (Andersen 2008). Medical tourism being a high export potential sector in Poland Tourists are being more attracted by polish dental surgeries, cosmetics and corrective surgery clinics every year. Since Poland entered the European Union, Polish medical practices and clinics started signing agreements with the national health services of all member countries of the EU. Today, in 2012, medical tourism “has become the one of the priorities of the Polish export policy for 2012 – 2015” (Official promotion program of Polish Medical Tourism 2012). “The Ministry of Economy has identified the medical tourism as one of the fifteen a high export potential sector” (ibid). According to Trend in Medical Tourism (2011) “the map of medical centres and treatment facilities in Poland has changed. Competition on regional field as well as internationally has led to favourable growth of medical tourism market in Poland. In recent years large number of patients from UK, Germany, Sweden and other destinations have visited Poland for dental and other medical treatments as well as non-invasive treatments and spa.” Moreover, the report says that “basic approach to trends in Google shows that Poland’s position among visitors searching for medical tourism increases.” (Trend in Medical Tourism, 2011) Marketable health treatments in Poland According to Medical Tourism Poland (Medical tourism after crisis 2011) Poland is mostly visited by foreigners for a dentistry treatment, plastic surgeons and regular visits to spas. Since 2011 the numbers of medical areas has increase adding: orthopedics, eye surgery, rehabilitation, cardiac surgery and beauty treatments (ibid). Health treatment trends in Poland Poland is a medical treatment destination for patients mainly from the UK, Sweden, Denmark, Germany (Medical tourism after crisis 2011). A very large group is consisted by compatriots residing abroad, who during the visit to Poland undertake medical treatments (ibid). The forecast are saying there will be more Americans coming to Poland to use medical services (ibid). Regarding sex the women mostly undertake plastic surgery procedures, and the men often come to dental therapy, orthopedic, and ENT (ibid). 41 Health Travel Europe Building customer trust & relationship The successful medical travel providers will be those who will address patient concerns (such as: trust to the doctor/ hospital, what will happen if somethings goes wrong, contact person of the provider in patient’s country). Some medical providers underestimate the importance of well managed direct contact with customers, while it is important factor in relationship and trust building process. Still some medical facilities when being contacted by a customer via Internet do not reply for the enquiries in a proper way. According to Undervalued almost customers in medical tourism market (2012) “almost 7 out of 10 contacts made by potential clients (email or website form enquiry) were lost meaning that approximately 70% of potential clients were not contacted by medical tourism facility reception or coordinator”. Medical facilities providers have to care more about the way how the contact their potencial customers; they have to carefully collect medical data, personal needs and a lot of detailed information from medical tourist. Sending customer away to the website content is not a good practise any more. Otherwise it might be hard to establish positive relationship or trust. The trend among providers is to respond effectively to web enquiries. The contact has to be personalied and quick and regualar replies are required. Linking healthcare with leisure Health care clinics cooperate with hotels, holiday centres, yachting marinas’, golf courses and a number of travel agencies to offer to their patients extra services according to their personalised needs. Health tourist are willing to link their health treatment travel with leisure breaks and holidays. To sum up, the trend analysis described above allows determining that the health tourism industry in moving toward the approach of the proposed product. 42 Health Travel Europe 4.3. Market Segmentation 4.3.1. Product Development, Differentiation The diagram below presenting continuum of wellness tourism and medical tourism from the “generic” to the “location specific” can help to develop a model of the key experiences, facilities, and products/services that are currently being promoted and developed within the medical tourism and wellness tourism markets. Figure 3. The Wellness Tourism and Medical Tourism Market Spectrum Source: Global Spa Summit 2011, p. 47. The HTE provides with the following products/services for: a) medical tourism: medical clinics and hospitals dental clinics cosmetic surgery clinics medical spas (sanatorium) b) wellness tourism: 43 Beauty clinics Health Travel Europe Hotel spas Day spas Resorts spas Sanatoriums As the medical tourism and wellness tourism markets become more crowded and competitive, it is increasingly important to differentiate the offer based on factors other than cost and quality alone. To do so, there has to be taken different approach in differentiation of the two HTE products: wellness tourism and medical tourism. The differentiation process is presented below. Differentiation of wellness tourism products/services Three factors will be emphasized in promotional product/ service differentiation – cost, quality and ‘authenticity’. The first two factors – cost and quality – will be highlighted because potential patients are still not aware of those advantages of polish wellness tourism offerings. The third factor that makes an impact on differentiation process – ‘authenticity’ and ‘locally-base’ – will be introduced step by step together with the previous ones. The third factor will help to differentiate the products/services and protect from the risk of cost-sensitive demand. To help in this process the products/services that fall in the left-hand side of the above continuum, should be pushed towards their representation as ‘authentic’ and ‘locally-based’ (the right-hand side). Differentiation of medical tourism products/services The medical tourism products/services will be provided as a list of all of the treatments and procedures that a tourist could conceivably receive in Poland, rather than focusing on a smaller list of procedures that are truly specialties (and highlighting the physicians, facilities, technologies, etc. that support these specialties). This targeted approach will help to provide stronger value proposition to potential medical tourists and differentiate the offerings in an increasingly commoditized marketplace. Also the ‘authenticity’ and ‘locally-base’ will be highlighted, as for example Thailand or India also can offer cheap treatment, but their ‘authentic’ values will differ from the ones offered in Poland. That is why those values have to be highlighted and forced on the during the promotional campaign. 44 Health Travel Europe Moreover, since “medical tourism tends to be almost exclusively associated with conventional medical interventions (e.g. surgery) […] there is a growing interest in many countries toward integrating and accepting other alternative/ complementary health modalities as part of medical tourism offerings – for example, providing medical tourist with a more integrated package of services that includes authentic local therapies/ products, spa-based treatments such as massage, or a longer-term recuperation period that includes a stay at a unique wellness center or resort. As the medical tourism market becomes more competitive and as new counties enter as player in this market, this approach is likely to become more prevalent (or even necessary), as destinations will need to differentiate their offerings based on factors other than cost and quality alone.” (Global Spa Summit, p.19). 4.3.2. Consumer Market Segmentation & Buyer Behavior According to “Global Spa Summit” report (p.20) “The spa industry needs to recognize that MT and WT are done not only by international tourists, but equally or more so by intraregional and domestic travelers”. For HTE case such regional travelers will be citizens of European Union. Moreover, “conventional thinking about these markets tends to focus only on cross-border travel, and especially on travel by “wealthy” people to less-developed countries.” (ibid, p.20). This two markets: regional and domestic “could potentially be lucrative markets to develop.” (ibid, p.20). 45 Health Travel Europe 4.3.3. Target Market Segmentation There are two target market groups: Providers (so called ‘direct’ clients) and patients (so called ‘indirect’ clients). Providers Providers are market players such as: medical treatment (MT) facilities, wellness treatment (WT) facilities, and medical travel agencies (MTA) operating in Poland. MT and WT are targeted by: type of institution; geographical location (the region where they are located); disorders treated at the facility. The list of medical and wellness treatment providers categorized by different characteristics is enclosed in the appendix under the title: ‘List of Prospective Providers’. MTA are targeted by: 1) MTA target market: UK, Germany, Ireland, Sweden, Italy, Switzerland, USA 2) Country-base: Poland-based, foreign-country based The list of medical travel agents is presented in the appendix under the title: ‘List of Prospective Providers’. Patients The HTE business is focused on the international market, especially on British, German, and Italian customers. Other potential customers are but not limited to: Irish, Americans, and Scandinavian. However, the website will be available to every nation but the marketing and promotional activity will be focused on the above. According to OECD (2011, p.15) report on medical tourism “we know relatively little about socio-demographic profile, age, gender, existing health conditions and status in attempting to map the composition of the medical tourism market”. As market segmentation can be done by both demographics and psychographics, and the data of the first one is limited, the second one was applied in the research. The psychographics include description of: “problem, need, buying decision process, influencers, technology adoption cycle, corporate culture, barriers to adoption” (Marketing Timeline). 46 Health Travel Europe The two groups – medical tourists and wellness tourists – are entirely different customer segments. They differ by their needs and interests. The psychographics description of each of them can be found below. Psychographic description of medical tourist: Due to undertaken research, while a medical tourist is searching for information on the Internet he is primarily using words such as: ‘surgery’, ‘health’, ‘treatment’, and ‘procedures’ as shown on the visualization graphic below. The secondary words that he is keen on are: ‘plastic services’, ‘care’, ‘cosmetic’, ‘travel’, ‘tourism’, ‘price’, ‘available’, ‘better’, ‘countries’, etc. Both medical tourist and wellness tourist might be interested in the spa products/services. However, the spa products/services that those two kinds of health tourism are seeking differ. When medical tourist is considering spa services, treatments, or other facilities, in the first place he is most likely to purchase – massage, in the second – health assessments and consultation, in the third – recovery from surgery, in the fourth – medical testing, and in the fifth – body treatments (Global Spa Summit, p.93). The distribution of those and other services are listed in the graph ‘Specific spa services and products medical tourists are most likely to purchase’ below. 47 Health Travel Europe Table 8. Specific spa services and products medical tourists are most likely to purchase. Source: Global Spa Summit, p.93. According to the global market survey, medical tourist are motivated for engaging in medical tourism in 21% by lower costs, 13% by access to alternative/ different services, 9% by medical procedure combined with relaxation/ leisure, and 5% by better quality services (Global Spa Summit, p. 9). Figure 4. Tourist motivations for medical tourism. Source: Global Spa Summit, p. 9 48 Health Travel Europe Medical tourist seek for different services. 16% seek for cosmetic procedures, 12% for surgical or invasive procedures, 7% for preventive services, 5% for medical spa services, 2% for rehabilitation and 1% for elective procedures (Global Spa Summit, p. 9). Figure 5. Types of services sought by medical tourism. Source: Global Spa Summit, p. 9 Medical tourism patients obtain their treatments abroad under different circumstances. The differentiation of medical tourism patients is necessary because not every patient can be qualified as a medical tourist. All of the definitions presented below are sourced from OECD report Medical Tourism: Treatments, Markets and Health System Implications: A scoping review, p.8. a) Temporary visitors abroad - ‘unfortunate tourists’ Temporary visitors abroad are individuals holidaying abroad who use health services as a result of an accident or a sudden illness. Health services for tourists are funded variously through the European Health Insurance Card (for EU citizens) for occasional or emergency treatment within the EU, private insurance and out-of-pocket expenses. These would not be considered as ‘medical tourists’, more just as ‘unfortunate tourists’ (Lunt, Smith and others, p.7). ‘Unfortunate tourists’ are not HTE target market. b) Long-term Residents Long-term residents are people who are EU citizens who have either chosen to retire in countries other than their country of origin, within the EU borders and indeed beyond 49 Health Travel Europe (Rosenmöller et al., 2006), as well as EU citizens of working-age. Both of those groups may receive health services funded variously by the country of residence, the country of origin, private insurance, or through private contributions. These individuals will be HTE target market. c) Common Borders Patients who are seeking medical treatment in the neighbouring countries. This group will be considered as HTE target market. d) Outsourced patients - ‘Collective’ Medical Tourists Patients opting to be sent abroad by health agencies using cross-national purchasing agreements. Mostly they are sent for a treatment abroad due to long waiting lists, a lack of available specialists and specialist equipment in the home country. These patients often travel relatively short distances and contracted services (both public and private) are more likely to be subject to robust safety audits and quality assurance (Lowson et al., 2002, Burge et al., 2004, Glinos et al., 2006, Muscat et al., 2006). These individuals could be described as ‘collective‘ medical tourists, because they are being state or agency-sponsored and not acting as individual consumers. This group will be considered as HTE target market. e) Medical Tourists sensu stricto Medical tourists are patients who are choose to obtain a medical treatment abroad because of their own choice and cover all the expenses by themselves. They might be motivated to do so because of: affordability, better access to care, higher quality of care, or better cast as consumers rather than as individuals exercising their European citizenship rights (Lunt and Carrera, 2010). Such medical tourists do not make use of EU rights (where the phenomenon is ordinarily known as ‘cross-border care’). Psychographic description of wellness tourist: When a wellness tourist is seeking for information on the Web he is mostly operating with a 50 Health Travel Europe word ‘health’ along with the words ‘want’, ‘interested’, ‘spa’, ‘treatments’, ‘relaxation’, and ‘healthy’. When he is searching for spa services, treatments, or other facilities, he is more eager to purchase the ‘core’ or ‘traditional’ spa services ranking as a first – massage, second – body treatments, third – meditation/ spiritual/ mind-body programs, fourth – facial treatments, and fifth – exercise facilities and programs (Global Spa Summit, p.93). The distribution of those and other services are listed in the graph ‘Specific spa services and products wellness tourists are most likely to purchase’ below. Figure 6. Specific spa services and products wellness tourists are most likely to purchase. Source: Global Spa Summit, p.93. Customer decision-making process: For the needs of the project the customer decision-making process was analyzed. The questions: how consumers assimilate the information they retrieve from website searches, and how they take into account commercial interests and bias when making decisions, were stated. I searched for information how individuals access, process and judge medical tourist information they retrieve. It is important to differ the way how consumers actually conduct 51 Health Travel Europe searches and reach decisions from what they say they do. Thanks to that the right, targeted promotional message can be constructed. Despite the research evidence on the above subject are limited, few are available. There is some evidence on the way “how breast augmentation patients use the internet, with one survey suggesting that 68% of respondents utilized internet information, and of this subset of patients the information influenced decision making around the choice of procedures (in 53% of cases), choice of surgeon (36% of cases) and choice of hospital (25% of cases) (Losken et al., 2005)” (OECD 2011, p.16). On the other hand, Peterson (2003) notices that “consumers of medicine are aware of bias, commercialization and lack of regulation when they explore health sites, but suggest that the context of what is being searched is important. They argue that commercial considerations may have an impact on the motives for, and quality of, information. What is unclear, for example, is whether potential consumers purposively seek information that cautions about possible pitfalls and difficulties (perhaps through professional or regulatory sites), in addition to the more aesthetic, clinical and cost attractions of medical tourism.” (OECD 2011, p.16). Below is the summary of the comparison of medical tourist and wellness tourist psychographic profiles. Medical Tourists General Description - by Definition Travel Characteristics Destination Characteristics 52 “Medical tourism involves people who travel to a different place to receive treatment for a disease, an ailment, or a condition, or to undergo a cosmetic procedure, and who are seeking lower cost of care, higher quality of care, better access to care or different care than what they could receive at home” (Global Spa Summit, p.20). Wellness Tourist “Wellness tourism involves people who travel to a different place to proactively pursue activities that maintain or enhance their personal health and wellbeing, and who are seeking unique, authentic or locationbased experiences/ therapies not available at home” (Global Spa Summit, p.20). Who is travelling? Sick person Healthy or ‘well’ person What is the person’s motivation for travel? Treat a specific disease, condition or ailment, and - Proactive interest in to access: maintaining or enhancing - Lower cost medical care health/ wellness/ well-being - Higher quality medical care - Access to different, authentic, - Different medical care or location-based offerings Treatment may be medically required not available at home - Seeking to practice a certain lifestyle Participation is voluntary Where is the person travelling to? Within own country Within own country Different country Different country Health Travel Europe Decision-making Process Characteristics What specific places is the person visiting? Hospital; Clinic; Medical spa; only a site with a Spa; resort; wellness center; retreat; trained doctor or medical personnel ashram; thermal/mineral bath; cruise What activities, experiences, services, or products is the person interested in? - Surgery or medical intervention - Wellness/ health-enhancing - Elective surgery or treatment treatments (e.g. massage) - Cosmetic/ plastic surgery - Fitness/ exercise - Dentistry - Relaxation/ retreat/ - Fertility treatments rejuvenation - Other health-enhancing services (e.g., - Papering/ beauty massage, acupuncture) - Meditation, yoga, or other - Other non-medical tourism experiences mind-body-spirit practices (e.g. spa, beach, safari, sightseeing) - Preventive care - Traditional/ culturally-based therapies and products - Water-based therapies The key words used during the search for information on the Internet [primary] [primary] Surgery, health, treatment, procedures Health [secondary] [secondary] Plastic services, care, cosmetic, travel, tourism, Want, interested, spa, treatments, price, available, better, countries relaxation, healthy How patients assimilate the information they retrieve from website searches? Breast augmentation patients: 68% of respondents utilized internet information (within whom: - 53% decision making process was influenced around the choice of procedures; - 36% decision making process was influenced around the choice of surgeon; - 25% decision making process was influenced around the choice of hospital). Offerings Interest Characterization How patients take into account commercial interests and bias when making decisions? - Patients are aware of bias, commercialization and lack of regulation when they search the websites. - They are also aware of commercial considerations that influence the motives for, and quality of, information. Top Spa offering the industry believes medical tourists and wellness tourists are interested in 1. Massage 1. Massage 2. Health assessments and consultations 2. Body treatments 3. Recovery from surgery 3. Meditation/ spiritual/ mindbody programs 4. Medical testing 4. Facial treatments 5. Preparation for surgery 5. Water-based treatments 6. Dermatology services 6. Nutrition programs 7. Facial treatments 7. Health assessments 8. Meditation/ spiritual/ mind-body 8. Manicures/ pedicures programs 9. Exercise facilities/programs Table 9. Comparison of medical tourist and wellness tourist segment Source: Global Spa Summit, p.93; and OECD 2011, p.16. 53 Health Travel Europe 9. Healthy foods 4.4. Promotion 4.4.1. Trends in Tourism Promotion Increase in promotional events aimed at online audiences engagement According to Euromonitor International (WTM Global Trends. Report 2011, p. 45) “in 2011, social media was at the frontline of marketing activity, leveraging offline events to engage online audiences”. There is a trend to reach online audiences in a more personalised and intimate way (ibid, p. 45). Figure 7. Social Media Opportunities. Source: Euromonitor International. 2011. WTM Global Trends. Report 2011, p. 45). Wellness tourism and medical tourism promotional trends across Europe “The promotional approaches used by countries to market medical tourism and wellness tourism vary significantly across the two sectors. In general, wellness tourism tends to be much more heavily promoted as a major national tourism “product” than medical tourism” (Global Spa Summit 2011, p.30). Moreover, according to Global Spa Summit “in Europe, 57% of respondents felt their country is promoting wellness tourism, while only 41% felt their country is promoting medical tourism. Among these, most felt that the promotion is focusing on both the international and domestic tourism markets. About 25% of Europeans said their country is not promoting wellness tourism, while 50% said that their country is not promoting medical tourism.” (Global Spa Summit 2011, p.96). 54 Health Travel Europe The undertaken study of the promotional materials examined for different countries reveals that, in practice, wellness tourism promotion tends to be very much dominated by spas (even if the country possesses many other wellness-related offerings). There is a big wellness market potential undervalued. (Global Spa Summit 2011, p.31). 4.4.2. Promotional Events The promotion will be focused on the international health tourism market with a special emphasis on inter-regional tourists (European tourists). There will be online and offline promotional events taking place. Off-line events Off-line events will include: promotional events organized by Polish Association of Medical Tourism, participation in a Familiarization Tour, banquet for the industry leaders to celebrate the lunch of the website and other banquets organized twice per year, promotional flyers, targeting health publication to review the website offerings. Promotional events organized by Polish Association of Medical Tourism: Promotional events organized by Polish Association of Medical Tourism in 2013: Moscow Medical & Health Tourism Congress, Moscow, Russia Destinations Health - London, UK European Medical Travel Conference World Medical Tourism Congress & Global Healthcare Congress, USA Promotional events organized by Polish Association of Medical Tourism in 2014: Moscow Medical & Health Tourism Congress, Moscow, Russia Destinations Health - London, UK European Medical Travel Conference Health & Rehab, Copenhagen, Denmark World Medical Tourism Congress & Global Healthcare Congress, USA Promotional events organized by Polish Association of Medical Tourism in 2015: Moscow Medical & Health Tourism Congress, Moscow, Russia 55 Health Travel Europe Destinations Health - London, UK Participation in a Familiarization Tour: There will be Medical Tourism Familiarization Tour (FAM trip) organized by Polish Association of Medical Tourism for industry representatives from: USA, Russia, UK, Denmark, Norway, Germany, and Sweden. Medical Tourism Familiarization Tour (FAM trip) is a visit to hospitals and clinics, and also an engagement in tourism activities that a potential patient may enjoy. Medical Tourism Facilitators and Media/Press are eligible to attend a Medical Tourism FAM trip and they are invited by Polish Association of Medical Tourism. The goal of a Medical Tourism FAM Tour is “to highlight the quality of care in Poland. One of the main reasons is to introduce the region as a destination for medical tourism and to generate an interest from "buyers" to send patients to the hospitals and clinics visited on the tour.” (Polish Association of Medical Tourism - Familiarization Tour, 2012). Health publications: The Service will co-operate with several medical tourism associations and organizations by publishing in News their reports and articles. Those organizations are: European Medical Tourism Alliance – NGO recently formed; based in Hungary. It intends to represent the interests of key stakeholders in the European medical tourism industry, harmonize the activities of the industry and improve patient mobility and the free choice of medical provider across Europe. Council on the Global Integration of Healthcare - recently formed. Aims to create a sustainable organization in medical tourism made up of diverse individuals in the medical travel and globally health care industry. A non-profit, tax-exempt global NGO. Aims to build the largest and most comprehensive knowledge base for medical tourism and globally integrated healthcare. Medical Tourism Association – an international, non-profit association consisting of international hospitals, insurance companies, healthcare companies, medical tourism companies. Based in the USA. 56 Health Travel Europe On-line events On-line events will include: word-of-mouth marketing campaign, Social Media Campaign (described in the following sub-section), SEO (where 40 words per month will be under the optimisation process), and Google AdWords (which will be outsourced to a social media company. The planned budget is 15,000 PLN per month, which is, more or less, 3500 EUR. The lunch of the website has to be done before November 24th 2012 as on Nov. 24th–26th takes place World Medical Tourism Congress & Global Healthcare Congress, Miami, USA, one of the most important industry events in 2012. The HTE will be promoted on www.tur-info.pl, polish informative website address to tourist industry. The promotion on this site will involve press realizes and articles publishing. There will be blurbs sent on different functions of the HTE Service. Social Media Campaign According to World travel Market 2011 Industry Report (2011, p. 37) “is the most important marketing channel for the travel industry”. Due to the report it “has pushed PPC into fourth place in marketing vehicle importance, with PPC also behind blogging/ consumer reviews and mobile” as presented on the diagram below. Figure 8. Current importance of particular marketing tools (one being the most important and five the least). Source: World travel Market 2011 Industry Report (2011, p. 37). 57 Health Travel Europe The importance of marketing tools has changed over the past few years. As shown on the diagram above, Social Media are at the first place of importance, Blogging/ Consumer Reviews are second, Mobile is third, PPC is fourth, and finally at the last position is Video/ Content. Moreover, almost half of the medical tourism industry (48%) believes that social media will be more important than PPC in 2016, “while 37% say it will continue to grow in importance but remain behind PPC” (World travel Market 2011 Industry Report, p. 37). Because of the trend of increasing importance of Social Media in medical tourism industry, the promotion of the Service will be focused on Social Media tools. The Social Media tools used in the promotional campaign of the Service will be: Twitter, Facebook, LinkedIn, and YouTube. Setting-up a Social Media Campaign: To set up a social media campaign I had taken the following steps: 1. Firstly, checked the availability of the site’s name on various social media sites using http://namechk.com/. 2. Created social media accounts on: Twitter, Facebook, LinkedIn and YouTube. Recorded all usernames and passwords in an excel spreadsheet (see the appendix). 3. Set up TweetDeck to manage and schedule social media updates: post, videos, etc. (I added columns for each account to make monitoring activity easier). Promoting site launch: Twitter The Twitter profile was customised that the brand is visible, the background imagine was changed to make the page more distinct, a short bio was added, and a description of what the Service is was given. To promote the existence of the site the following steps will be taken: 1. Getting friends, colleagues and acquaintances become Service follower. 58 Health Travel Europe 2. Becoming a follower of medical tourism and wellness tourism industry 3. Creating awareness of the site amongst existing followers of other medical and wellness tourism sites. 4. Identifying what to tweet and who to follow 5. Posting by using TweetDeck. 1-2 tweets were sent daily informing people about the following: - What to expect from the Service (include link-backs to the site). - Types of content that will be published in the future (include link-backs). - How frequent content will be published on the Service’s website. - How to use the Service (include link-backs to the site) - Checking out existing content (include link-backs to the site) - Inviting user feedback - Responding to user feedback During the first two weeks activities should be focused on drumming up as many followers as possible. The recommended ratio is 3:1 – for every three people that I follow, one ought to follow HTE. To really have an impact with Twitter an on-going activity has to be taken. It is aimed to get 700 followers in the first year, and 1,000 in the second, which is not easy to achieve but by retweeting followers post regularly, sending them thanks for following the Service, and responding to their feedbacks, I can build up a base of interested followers. Once the base of Twitter followers will be build, there is another aim to achieve – getting those followers to visit the actual website. To do so, the engaging messages to keep followers interested as well as direct messages to users with engaging website content will be sent. Twitting will involve every subject regarding spa, wellness, medical travel, etc. As patients expect real time responses the Twitter campaign will be undertaken to solve their complaints quickly and efficiently, reply for their inquiries or hesitations, as for example Marriott International did. They “set up an online concierge service through Twitter to solve guest complaints quickly and efficiently, as guests expect real time responses”. (Word Travel Market. Global Trends, 2011, p. 46) 59 Health Travel Europe Facebook When creating a FB account I first answered to myself a question “why as a fan should I care about the Service?!”. The way to answer it was to think about what kind of content will be engaging enough to make a FB user be willing to become a fun and moreover, to tell his friends to do the same. To customised Facebook page I added a logo, brief description of the offerings, I placed an option of ‘Discussions’ to have a common place where funs can exchange their thoughts and comments, and a welcome message was written on the wall. Once the website will be ready to be lunched the message on FB will be posted: “The Service has been just lunched. You can find this site at www.heathtraveleurope.eu. Check it out and let us know what you think about it”. During the FB campaign I will be posting a ‘sample content’, which might be a video clip of one of the wellness destinations, descriptions of some medical spots, news (minding that funs can view the full content on the actual website). The link has to be always provided and the content has to be engaging enough to make people click through. Linked In The HTE’s LinkedIn profile firstly will be customised by adding the description what it is, what is its goal and mission. Secondly, the relevant groups will be joined and the discussions will be monitored. YouTube YouTube campaign will start when the website will be lunched. However, when the website will be lunched there will be already some videos available on the YouTube: HTE promotional video explaining the Service, videos of medical and wellness tourism Providers who already owned their own video. E-mail Direct e-mail is a very good way to reach already targeted audience. In the campaign it will be used to: (1) reach customers on a regular basis, (2) support the sales force, (3) provide information to Customers and Visitors, and finally (4) overcome competition. In the direct email communication three considerations have to be taken into an account (Marketing Timeline): 60 Health Travel Europe Offer – what is going to be sold and marketing strategy is going to be used to sell it. Market – to list of e-mail accounts of Customers and Visitors. Presentation – the actual components of the e-mail: the brochure, a letter, a reply card, etc. The e-mails will be sent by CPM. E-mail signatures To support the social media campaign the links to the website, Facebook fun page, Twitter will be included in the e-mail signatures. Share & Earn social media campaign: Share & Earn allows customers to promote Service deals to their friends and earn a fee if the recommendation leads to a booking (World travel Market 2011 Industry Report, 2011, p. 45). Besides helping to be promoted it reduces search engine PPC spend. It was first successfully introduced by On Holiday Group. Share & Earn promotional event will take place on Service social media accounts: Facebook, Twitter, and e-mail. From the revenue point of view the focus will be on e-mail as it is the most effective. However, such a promotional campaign might help to get visitors to the website trough Facebook and Twitter. Monitoring Social Media Activity: Google Webmaster tools The Google Webmaster Tools will be used to check how the website ranks with Google and to determine what is effective and what is not effective on the website. Later it will be altered accordingly. The website has been registered with Google Webmaster tools. Since the account is created, the website’s visibility is improved on Google search engine. The sitemap will be also submitted in order to aid Google to know the structure of the website. That should have a positive impact on future indexing. It will be monitored on a weekly basis. 61 Health Travel Europe Google Analytics The Google Analytics account has been set up. To know what types of keywords are associated with the website I signed up to the keyword performance report. Thanks to that the traffic sources and visitors data information on the dashboard will be utilized and monitored on a weekly basis. Alexa After the first half of the first year of website performance, Alexa (an analytics resource comparing the data about competitors’ sites to my own data generated by Google Analytics) will be used. It will help to know if there are any changes to how the website is set-up needed. Monitoring the competitors should be an on-going activity (especially looking at traffic rank, reach, page views, bounce and time on site). Google Alerts The Google Alerts will be set up for the following keywords: medical treatment abroad, wellness travel, etc. Facebook Insights The type of fans the fan pages have got so far are as follows: - Country where do they come from: - Their demographics (gender, age, geographic details): - What pages they visited: - New subscriptions: - Users that cancelled their subscriptions: - What media fans viewed: The FB Insights section will be checked on a weekly basis. The type of fan will be examine in order to know whether it matches the desired target market or not (it will be examined mostly based on the demographics). 62 Health Travel Europe 4.5. SWOT Analysis The SWOT analysis was undertaken in order to know what are the company’s strengths and weaknesses on a market, as well as what are the industry possibilities and threats. The list of strengths, weaknesses, opportunities and threats is below. Strengths: The HTE website’s (1) technological features are its main strengths. Website (2) functional uniqueness is another strong feature helping to combat with HTE main competitor – Treatment Abroad. The business model indicates that there is (3) no distribution costs. The company’s revenue model is based on advertising, not on selling products that have to be delivered. Moreover, health tourist can use the website database for (4) free. (5) The Providers pay much less for their effective promotion on the HTE website than on any other source of promotional tool, such as foreign industry-focused magazine. To gain Providers the (6) promotional offer that will be sent to them will be personalized. Each potential provider will receive comprehensive information on promotional possibilities on the website in an attractive presentation format (personalized) and a video explaining the functionality of the website. Another company’s strength will be (7) customer relationship. HTE will take care of any enquiry or request of its direct costumers. Each offer will be personalized. The relationships will be also maintained through participation in a Familiarization Tours, promotional events organized by Polish Association of Medical Tourism where industry players meet and organizing banquets and other promotional events for industry leaders. HTE’s strength is also a (8) close cooperation with Lesser Poland Tourism Office through which many contacts, information on governmental or EU grants or might be gained. The new (10) European Union directive aimed at facilitating access to safe and high-quality cross-border healthcare and promoting cooperation on healthcare between member states was approved by the Council. It will give health tourism in the EU an enormous boost. It will oblige NHS to fund patients to have treatment anywhere they wanted in Europe. When the UE directive will be introduced the power will be placed “in the hands of patients by allowing (11) citizens to choose to seek treatment elsewhere in Europe, even if that procedure is available at home” (Finnegan 2009). 63 Health Travel Europe An increase in the portability of health insurance cover, both public and private, is also poised to further (12) increase patient mobility.” (OECD, Health policies and data). Moreover, the “agreements on cross-border movement come into force and there is the potential for growing effects on domestic or regional health systems.” (ibid). Opportunities: Positive (1) trust to medical tourism in Poland has risen due to: the entry of Poland into the European Union (Growth predicted for Polish medical tourism, 2010), implementation of standard regulations and policy framework similar to other member countries (New research report on medical tourism to Poland, 2010). According to the research report “Poland Medical Tourism Market 2013” TechSci Research states that “the hospitals and clinics in Poland will continue to attract large numbers of medical tourists from European countries because of (4) world class treatment facilities at (5) low cost and (6) the absence of any visa requirement for travel within European Union borders” (New research report on medical tourism to Poland, 2010). Regarding the costs of medical treatment in Poland it is “lower even up to 80% in relation to Great Britain, Germany and the US” (Official promotion program of Polish Medical Tourism 2012). Another promising factor is choosing (7) medical tourism to become one of the priorities of the Polish export policy for 2012 – 2015. Moreover, (8) the European Union program promoting Polish medical tourism has started recently (in April 2012) and will last for 36 months, where the budget for the project is EUR 1 million. Weaknesses: The company’s main weakness is having (1) no experience on health tourism yet, which leads to (2) lack of brand (also poorer name brand comparing to Treatment Abroad, HTE main competitor) and (3) lack of having established contacts in the industry. Also HTE’s weakness are (4) initial costs. Targeting few European countries is also HTE’s disadvantage during the first years as (5) the promotional costs will have to be very high to make the website visible in search engines. The founder of the HTE company is (6) lacking the technical expertise due to which the development of the website has to be outsourced which caused higher costs. Moreover, the (7) technology used will be complex. 64 Health Travel Europe Threats: The potential patients are still not aware of two main advantages of health tourism in Poland – (1) affordability and quality. There is a threat of (2) currency fluctuation which might influence on one of important factors tourists is choosing Poland as their health treatment destination country. There is also a danger of (3) new competitors that might enter to the market. A big threat for the business is (4) a mass negative opinion among potential patients cause by one badly done operation publicized by media. Another threat might be not successful Polish governmental supported medical tourism promotional campaign, which is aimed at raising (5) the awareness among foreign tourists on health treatment possibilities in Poland. Regarding wellness tourism, there is a threat that it (6) will remain a domestic market or it will be attractive only to tourist leaving close to polish border. The SWOT analysis chart is presented below. internal positive negative STRENGHTS: 1. Technological features 2. Uniqueness of website functions 3. No distribution costs 4. Free access to website for patients 5. Cheap and effective promotion for health treatment Providers 6. Personalized offer presented to potential providers 7. Customer Relationship Management 8. Cooperation with Lesser Poland Tourism Office WEAKNESSES: 1. No experience on health tourism market 2. Weak brand 3. Lack of established contacts in the medical industry 4. High initial costs 5. High promotional costs 6. Lack of technical expertise 7. Complex technology 8. Weak brand THREATS: external OPPORTUNITIES: 1. Raising trust to medical tourism 1. Low awareness of two main advantages in Poland caused by entry into of health tourism to Poland: EU, standard regulations’ affordability and quality implementation, and similar 2. Currency fluctuation influencing on policy framework to other EU prices countries. 3. New competitors 2. Low waiting time 4. One badly done medical operation 3. Proximity to most of the broadcasted in media causing bad European countries reputation of all treatment in Poland 4. World class treatment facilities 5. Low awareness of affordability and 5. Low cost treatment facilities quality of medical treatment 6. Absence of any visa requirement possibilities in Poland for travel 6. Wellness tourism is primarily a 65 Health Travel Europe 7. Medical tourism being a Polish export policy 8. EU program promoting Polish medical tourism has started recently 9. Promotion of medical tourism supported by polish governmental institutions 10. Introduction and extension of cross-border health system possibilities 11. Patients free to choose to seek treatment anywhere in Europe, even if that procedure is available at home 12. increase patient mobility 13. High quality and affordability of medical treatment possibilities in Poland domestic market yet in central European destination countries Table 10. SWOT analysis What actions might be undertaken to avoid the risk of threats? To avoid cost-sensitive market demand, the promotion of HTE products and services will focus on such factors as ‘authenticity’ and ‘locally-base’. It will help to differentiate the products/services and protect from the risk of cost-sensitive demand. To do so, products that are categorized as standardized and ‘generic’ experiences will be differentiate towards their representation as ‘authentic’ and ‘locally-based’. The general promotion of HTE will be focused on some areas more and on some less. The “core” will be medical and surgery treatments. Since cosmetic and plastic surgery are primarily recognized as the best ones in countries such as Brazil, Morocco, or South Africa, this kind of treatment will not be a ‘mainstream’ of HTE offerings. However, it will still be in HTE offer and still be promoted (just the focus will be less) as for some patients seeking this kind of treatment will prefer to undertake it in European country, and not travel overseas. 66 Health Travel Europe 5. Competitive Review 5.1. Competitors in Poland There is no another similar service existing on the Polish market to HTE service yet. There are few websites operating in Poland, but their service does not include features like HTE’s website. The competitors in Poland were divided into major and minor competitors for the need of this report. There are two major competitors: Medical Tourism and Treatment in Poland. Medical Tourism – it is an online agent of SPA & Wellness, aesthetic medicine, cosmetology, sanatoriums, dental clinics and plastic surgeries. In their offer are mainly products located in Poland, but there are also products from Czech Republic, Prague and Slovakia. They provide with information about arrival to Poland, accommodation, medical treatment and tourist attractions. The added value to their website service is limited to: very general information about Poland, information about tourist attractions, latest news, and links to useful sites. Their target market are tourist from UK and Germany. The website database include medical tourism facilities across all Poland (including Lesser Poland). However, it is offering only MT no WT. The site is available in three languages: English, German and Polish. Their strength is that there are on the market already since 2006. The new website which they have lunched recently is very proper and attractive. They also have good database resources. Their weaknesses are not enough good website functionality. There is no ‘search’ function. Moreover, they are operating under three websites, which reduces their traffic to the newest one. It is HTE’s main competitor and the only one that is offering similar service to HTE. However, the similar service is limited only to MT since they do not have WT offerings. Treatment in Poland – It operates under Polish Association of Medical Tourism (PSMT), a non-profit association made up of the top hospitals and clinics, healthcare providers, medical travel facilitators, insurance companies, and other affiliated companies and members with the common goal of promoting the highest level of quality of healthcare to patients in a global environment. The Association promotes the interests of its healthcare provider and medical travel facilitator members. PSMT 67 Health Travel Europe was created in 2009 to gather people from the medical tourism industry in Poland to represent their interest in front of the State, local governments, educational and economic institutions (Polish as well as international). The association’s mission is a worldwide promotion of Polish medical clinics, hospitals, spa and wellness centres. It is a strong competitor mainly because it is owned by Treatment in Poland which is a strong industry player (the same case as Spa in Poland – the website itself has limited database, but its strength is operation under PSMT). However, the website database is very limited to three cities only and in each city there is only one facility promoted (cities: Cracow, Gdańsk, Warsaw). There is no option of an advance search – there is no selection option, no map neither localization helping to quick identification of a facility. An added value to the service is provided by contacting facility directly from the website, as well as ‘call back’ option and e-mail contact. They also have videos of the medical facilities they are promoting. Regarding promotion, they are present on Facebook since June 2010, where they conduct a social media campaign. They post news regularly. Below are presented main competitors’ profiles overviews: Medical Tourism Major Medical Tourism is an online agent of SPA & Wellness, aesthetic medicine, cosmetology, sanatoriums, dental clinics and plastic surgeries. In their offer are mainly products located in Poland, but there are also products from Czech Republic, Prague and Slovakia. They provide with information about arrival to Poland, accommodation, medical treatment and tourist attractions. Offer: Spa & Wellness Sanatorium, rehabilitation Aesthetic Medicine Plastic Surgery Dental clinics Ophthalmology Diagnostics competitor Available services and additional features: Information about Poland Tourist attractions Latest news Useful sites Website address: Languages: Target market: 68 Operating under: www.med-tour.eu, www.medicaltourism.pl and www.meditravels.pl (page under construction) English, German, Polish Not specified on the website. Target market are people from countries in which the website is available. No nationality is distinguished. Health Travel Europe Database range: Strengths: Weaknesses: Poland, including Lesser Poland (Małopolska) The new website (www.medicaltourism.pl) is much better. The data is presented clearly. They are on the market since 2006 Good database resources. They are operating under three website (while the old one should be closed). No option to define the search Treatment in Poland (owned by Treatment in Poland) Major competitor Treatment in Poland operates under Polish Association of Medical Tourism, a NGO made up of the top hospitals and clinics, healthcare providers, medical travel facilitators, insurance companies, and other affiliated companies and members with the common goal of promoting the highest level of quality of healthcare to patients in a global environment. The Association promotes the interests of its healthcare provider and medical travel facilitator members. The Polish Association of Medical Tourism has three tenets: Safety of treatment, Promotion and Education. PAMT was created in 2009 to gather people from the medical tourism industry in Poland to represent their interest in front of the State, local governments, educational and economic institutions (Polish as well as international). PAMT’s mission is a worldwide promotion of Polish medical clinics, hospitals, spa and wellness centres. http://www.treatmentinpoland.com/ Website address: http://pamt.org http://www.facebook.com/healthinpoland English Languages: English speaking clients Target market: Cracow, Gdańsk, and Warsaw only (only one object in each city) Database range: Strengths: Certification Owned by Treatment in Poland which is in an NGO association - Polish Association of Medical Tourism Weaknesses: Not advance search – no selection option, no map, no localization Poor database additional Call canter: call back option, e-mail contact features: Videos of their medical centres Social Media http://www.facebook.com/healthinpoland (created in June 2010) presence Minor competitors are as follows: active.poland.travel – it is an official website of Polish Tourism Office. It is a minor competitor since it has only informative purposes. It is not a commercial site. Moreover, available information is limited only to wellness, and even this is not 69 Health Travel Europe comprehensive. However, more information might appear in the future since this year Poland is promoting itself by medical tourism. It is an official, governmental website, so there is more trust it its content. However, it provides only information without many other facilities provided by my HTE, nor booking or reviews services are available. It is not a strong competitor because firstly, it is limited only to wellness tourism; secondly, it does not present an extensive database. It is included as a minor competitor only because of the risk that it might grow within next two, three years. Medical Travel Europe – even if they are medical travel facilitator, their website service is similar to HTE’s. They have selected the quality hospitals and highly specialized medical teams to create an offer individually tailored to patients’ needs. They offer only MT: diagnostics, consultations, treatment and accommodation organization. However, they specialized only in offering treatment for foreign patients (In the last year of operation they have performed more than 600 medical procedures). They used to work under the name AMEDS Centrum, which recently has opened new business called Medical Travel Europe, which aims in organizing medical travels in Poland for patients from all over the world. Their weakness is that the information about available clinics is not clearly presented, which mostly is because of the fact that it is a MT mediating agency and they want to provoke the need to contact with them to get information (they do not give the link to each clinic). Their strength is their social media campaign on Facebook (406 likes), Twitter, Linked In, Youtube plug-ins (the first competitor who has this functionality on the website). SPA in Poland – It is a search database of Polish spa. SPA in Poland is on the market since few years, they are owned by Treatment in Poland, an important player on Polish health market. Their website has a good usability, good Google ranking, and visually is attractive. However, one of their weaknesses is that their offer is limited only to English speaking patients. Also its offerings are limited to Spa only and include: spa, rehabilitation, weight loss, and rheumatism available only in three destinations. Among spa offerings the database is very limited - they offer only three ‘products’ – each on is in one part of Poland: north, central, south, even though if there are much more offerings in those regions. It has an additional website services such as: (1) ‘choose airport’; (2)‘package’ – useful option to define WT search by selected category (family/ pair/ senior/ single 70 Health Travel Europe category); (3) “place” in another useful search option that helps to define search by landscape category (seaside/ mountains/ lakes and rivers/ forest/ city); (4) newsletter. Medical Tourism Poland – It is not commercial site. It offers comprehensive information of highly specialized medical services. They also aim at promoting Poland as a MT destination. They provide information on medical services and healthcare providers. They identify the best hospitals, doctors and healthcare providers and to promote their medical services and best performance via press releases. They work as an information center where visitors may find healthcare providers, an independent observer of medical tourism in Poland. They are not a not middle man, facilitator agent or tourism agency. They offer information on: medical centers, dentistry, surgery, spa (only four spa facilities, including Ciechocinek and a spa in Warsaw), various medical services including: aesthetic medicine, cosmetic surgery, dental care, weight loss, orthopedic surgery, eye care and cosmetic treatment is listed. The website graphic is good and news is always updated, thanks to what the traffic to the site is stimulated. However, their database does not include the major services available in Poland and it is available only in English (even not in Polish). Poland Exclusive – It is a database of hotels and leading restaurants in Poland distinguished by interiors, unique styles, high quality of services and originality. Available services and additional features: Travel Magazine, The Club membership (20% discount for members), newsletter, find a hotel search option, find a restaurant search option. Its target are Germans and their database range is all Poland, however, it is very limited. It offers mostly hotel spa destinations, not WT in general. They have only six Spa hotels/ travel themes from Lesser Poland region (which is one of the most prominent): Hotel Bukowina, Modrzewie Park Hotel, Hotel SPA Dr Irena Eris Krynica Zdrój, Hotel Grand Sal, Hotel crocus, Niebieski Art Hotel & spa. On the next page are presented overviews of minor competitors’ profiles. 71 Health Travel Europe Minor Medical Travel Europe (mediating company but offer on the website is akin to my Service) competitor Medical Travel Europe is experienced medical travel facilitator in Poland. They have selected the quality hospitals and highly specialized medical teams to create an offer individually tailored to patients’ needs. They offer diagnostics, consultations, treatment and accommodation organization. AMEDS Centrum is a multidisciplinary private healthcare facility providing medical services of the highest quality. They specialized in medical offer for foreign patients (In the last year of operation they have performed more than 600 medical procedures). Its team consists of specialists in many fields including cardiology, neurology, neurosurgery, sexology, urology and intervential radiology. AMEDS Centrum has opened new business under the name of Medical Travel Europe, which aims in organizing medical travels in Poland for patients from all over the world. Website: Languages: Target market: Database range: Strengths: Weaknesses: Offer: http://www.medicaltraveleurope.com/home.html English Not specified Clinics in all Poland selected by specialization, not localization Facebook (406 likes), Twitter, Linked In, Youtube plag-ins (the first competitor who has that) Not clearly presented information about available clinics – need to contact with the agent to get information (they do not give the link to each clinic as they are a mediating agency) Individual organization on an medical trip (including flight/ transportation, accommodation, sightseeing, etc.) In their personalized offer is: general surgery, orthopedics, cardiology, ophthalmology, urology, sexology, whole body health assessment, spa & wellness, rehabilitation, dentistry, and cosmetic surgery. Minor SPA in Poland (owned by Treatment in Poland) competitor SPA in Poland is a search database of polish spa. Offer: Spa, rehabilitation, weight loss, rheumatism available only in 3 destinations Available services and additional features: ‘Choose airport’ – useful option ‘Package’ – useful option to define search by: family/ pair/ senior/ single category. ‘Place’ – useful option to define search by: seaside/ mountains/ lakes rivers/ forests/ city category. Newsletter Website: Languages: Target market: Database range: Strengths: 72 http://spainpoland.com/ Only English English speaking clients Only 3 ‘products’ (each in different part of Poland: north, central, south) Attractive graphics Health Travel Europe Weaknesses: Good usability Clearness of information good Google ranking on the market since few years owned by Treatment in Poland, an important player on polish health market Very poor database (only 3 ‘products’: Farmona Hotel, Zdrowotel, Mazowsze Spa) Minor Medical Tourism Poland competitor Comprehensive information of highly specialized medical services and why Poland may be considered as a medical tourism destination in Europe. They provide information on medical services and healthcare providers. They identify the best hospitals, doctors and healthcare providers and to promote their medical services and best performance via press releases. They work as an information center where visitors may find healthcare providers, an independent observer of medical tourism in Poland. They are not a not middle man, facilitator agent or tourism agency. It is not commercial site. Website: Languages: Target market: Database: Strengths: http://www.medical-tourism-poland.com/ English English speaking patients Medical centres in Warsaw and Gdańsk Good graphic News always updated that make traffic to the site Weaknesses: Offer: additional features: Database does not include the major services available in Poland Medical centers Dentistry Surgery Spa (only four including Ciechocienek and a spa in Warsaw) Various medical services including: aesthetic medicine, cosmetic surgery, dental care, weight loss, orthopedic surgery, eye care and cosmetic treatment is listed. News Enquiry Archives Poland Exclusive Minor competitor 73 Health Travel Europe Poland Exclusive is a database of exceptional hotels and leading restaurants in Poland distinguished by amazing interiors, unique styles, high quality of services and originality. Website: Languages: Target market: Database range: Strengths: Weaknesses: 5.2. Available services and additional features: Radio RMF Classic Travel Magazine The Club membership (20% discount for members) Newsletter Find a hotel Find a restaurant http://polandexclusive.com/en/hotels-finden/kleinpolen Polish, German, English (limited) only Germans Poland, including some ‘products’ of Małopolska Database of all Poland (middle level of number of database level resources). Videos of certain destinations (shown on the homepage) . However, there are only few videos available – only of 2 or 3 providers. Focused on exclusive market Fair database resources. Poor layout (black background, not fashionable graphical design) Database not completed. they have only six Spa hotels/ travel themes from Lesser Poland region (which is one of the most prominent): Hotel Bukowina, Modrzewie Park Hotel, Hotel SPA Dr Irena Eris Krynica Zdrój, Hotel Grand Sal, Hotel crocus, Niebieski Art Hotel & spa Competitors in Europe There are several businesses in the neighbouring countries, such as Czech Republic and Hungary that offer similar services but none of which combine all aspects of the Health Travel Europe website. The major competitors are as follows: treatmentabroad.com – it is a health tourism web site owned and managed by Intuition Communication (IC), the main industry player. IC manages many website promoting health tourism in different countries. Their brand is called “Treatment Aboard”. For example, they manage the Private Healthcare UK site, providing easy access for the public to information about private healthcare services and facilities across the UK, and the Harley Street Guide, for patients from 74 Health Travel Europe the UK and abroad who are seeking information about doctors, dentists, hospitals and medical and clinical services available in this center of London’s medical expertise. Besides Treatment Abroad IC operates a network of medical tourism sites that focus on specific destinations such as Treatment in Spain (www.traetmentinspain.com)/ Malta/ Cyprus, Hungary/ Czech Republic, which are targeted at medical tourist who have a specific destination in mind when seeking healthcare abroad. The Intuition Communication also operates the first rating and comment system (www.review.treatmentabroud.com). Treatment Abroad was the first website to provide a comprehensive shop for medical tourism where patients could explore the opportunities available to them through medical travel. Over the last seven years they have established a worldwide client base covering 50 countries. It incorporates a ‘Guide to medical tourism’, price comparisons, patient stories, videos, and destination guides. The site does not provide advice on medical conditions and treatments. Neither does it recommend specific providers of healthcare services and treatment. All content is reviewed by the editorial team before publication. Information on healthcare services is drawn from authoritative sources to ensure that it is accurate, and up to date. They provide information that is relevant, comprehensive and up-to-date. They provides with information for patients about clinics, hospitals, and specialists across the world. No booking facility. treatmentinhungary.com – is owned and managed by Intuition Communication, market leader in medical tourism. The website provides comprehensive information on MT, but it does not provide with facilities such as interaction hub, rating nor booking. All Medical Tourism – is a search engine for Medical Tourism globally. All MedicalTourism.com has been founded by “veterans in the consumer internet and healthcare fields to provide a trusted source of health information for consumers considering medical treatment abroad.” The website “aims to bring together standardized information on price and quality of care around the World to help this process.” Their database is all World but the database in each continent/ country is limited. Their strength is website’s good graphic design, being focused on destinations all over the world and a very good social media campaign: FB: https://www.facebook.com/AllMedicalTourism?ref=stream, 75 Health Travel Europe website: http://www.allmedicaltourism.com, Twitter: https://twitter.com/#!/AllMedTourism, Blog: http://blog.allmedicaltourism.com/, LinkedIn: http://www.linkedin.com/company/allmedic.... They offer includes: doctors and clinics, flights and hotels, procedures, and following products: Heart Surgery, Hip Replacement, Hernia Repair, Stem Cell Therapies, Cosmetic, Breast, Dental, Rhinoplasty, Arthroplasty, IVF, ICSI, Kidney Transplants, Overseas, Abroad, Healthcare, Travel, Flights surgery overseas. The services that are available on the website are: ‘Join us’ for 3 groups’ option: Patient & Medical tourists, Healthcare providers & facilitators, and Webmasters & Affiliates; patient interview videos, newsletter, and quick search. Below are presented overviews of major European competitors’ profiles. Treatment Abroad Major Treatment Abroad health tourism web site is owned and managed by Intuition Communication. They also manage the Private Healthcare UK site, providing easy access for the public to information about private healthcare services and facilities across the UK, and the Harley Street Guide, for patients from the UK and abroad who are seeking information about doctors, dentists, hospitals and medical and clinical services available in this center of London’s medical expertise. competitor Intuition Communication besides Treatment Abroad operates a network of medical tourism sites that focus on specific destinations such as Treatment in Spain (www.traetmentinspain.com)/ Malta/ Cyprus, Hungary/ Czech Republic, which are targeted at medical tourist who have a specific destination in mind when seeking healthcare abroad. The Intuition Communication also operates the first rating and comment system (www.review.treatmentabroud.com). Treatment Abroad was the first web site to provide a comprehensive “one stop” shop for medical tourism where patients could explore the opportunities available to them through medical travel. Over the last seven years they have established a worldwide client base covering 50 countries. It incorporates a ‘Guide to medical tourism’, price comparisons, patient stories, videos, and destination guides. The site does not provide advice on medical conditions and treatments. Neither does it recommend specific providers of healthcare services and treatment. All content is reviewed by the editorial team before publication. Information on healthcare services is drawn from authoritative sources to ensure that it is accurate, and up to date. They provide information that is relevant, comprehensive and up to date. Many different countries across the world, but mostly in Europe Country: http://www.treatmentabroad.com/ Website: Treatment Abroad is a commercial site which is funded by advertising. However, all Funding: healthcare providers are entitled to a free listing in the appropriate directory of services. English Languages: UK Target market: 76 Health Travel Europe Database range: Strengths: Weaknesses: Offer: Available services and additional features: Major Huge database of all Europe medical treatment clinics and agencies Updated (on regular basis) database of all Europe medical treatment clinics and agencies All information about medical treatment provided in one place 7-year long experience in the industry Treatment Abroad is the UK’s leading web site for health tourism 50,000 visits per month 1,500 enquiries for treatment So many information that it is hard to find exactly what you are looking for in short time No booking provided Provided rather information about medical travel agents in each country than the destinations itself. They do provide information on destinations but in very general statements. Destination around all Europe Quick finder ‘get a quote for treatment’ section option ‘Find out about advertising on the site’ section option Patient stories Accreditations Treatment Abroad directory of medical tourism companies (http://www.treatmentabroad.com/medical-tourism/directory/) Medical Tourism Blog Guide to cosmetic surgery abroad Guide to medical tourism Guide to infertility treatment Guide to rights to treatment in Europe under the EU directive Code of practice for medical tourism All information on medical treatment Treatment in Hungary (owned by Intuition Communication) competitor Treatment in Hungary is owned and managed by Intuition Communication Offer: Website address: Languages: Target market: 77 http://www.treatmentinhungary.net/ English English speaking patients Health Travel Europe Dentistry Eye surgery Cosmetic surgery Infertility treatment Medical spas Rehabilitation Surgery Medical travel insurance information Pricing info Hospital and clinics info Accommodation Guide to medical tourism Find a treatment Strengths: Weaknesses: Available services and additional features: Owned and administrated by Intuition Communication, an online leader in the medical tourism industry Not much information about the country/ cities/ travel attractions Hospitals and clinics offers are not presented in an attractive and easily accessible way (poor usability) Prices available only after sending a quote (from patient point of view not very quick way of getting the desired information, but from the website owners its good as their revenue model earns money from every quote enquiry sent to the service provider) Quick finder Search Get a quote Major All Medical Tourism competitor “The Leading search engine for Medical Tourism globally. Search and Save on Medical Treatment. Find doctors, dentists, hospitals and clinics. Mission: Being the Leading search engine for Medical Tourism globally. A definite marketing solution to health providers and the medical tourism industry. Company Overview: AllMedicalTourism.com has been founded by veterans in the consumer internet and healthcare fields to provide a trusted source of health information for consumers considering medical treatment abroad. We understand that patients are looking abroad for better value, quicker or higher quality alternatives to health care and surgery at home, but that the mass of information, websites and services available can be a daunting prospect. AllMedicalTourism.com aims to bring together standardized information on price and quality of care around the World to help this process.” Website address: Languages: Target market: Database range: Strengths: Weaknesses: Offer: 78 http://www.allmedicaltourism.com/ English All World All World but the database in each continent/ country is limited Good graphic Destinations all over the world Very good social media campaign: https://www.facebook.com/AllMedicalTourism?ref=stream http://www.allmedicaltourism.com https://twitter.com/#!/AllMedTourism http://blog.allmedicaltourism.com/ http://www.linkedin.com/company/allmedic... Limited database in each destination Doctors and Clinics Flights and Hotels Procedures Products: Heart Surgery, Hip Replacement, Hernia Repair, Stem Cell Therapies, Cosmetic, Breast, Dental, Rhinoplasty, Arthroplasty, IVF, ICSI, Kidney Transplants, Overseas, Abroad, Healthcare, Travel, Flights surgery overseas. Health Travel Europe Minor competitor Available services and additional features: ‘Join us’ for 3 groups: Patient & Medical tourists, Healthcare providers & facilitators, and Webmasters & Affiliates Patient interview videos Newsletter Quick search The minor competitors on a European market are as follows: czechtourism.com – Czech Republic, as a destination country, is HTE’s competitor because of belonging to the same destination region – Central Europe. The most similar website to HTE’s service is an official website of Czech Tourism Office. The website provides comprehensive information. However, its aim is informational only. There is a lack of rating facilities, booking, etc. Moreover, it presents information only on WT, MT information is not included. There is not much information about the country/ cities/ travel attractions. Hospitals and clinics offers are not presented in an attractive and easily accessible way (poor usability). Potential tourist can see the price range only after sending a quote (from patient point of view not very quick way of getting the desired information, but from the website owners its good as their revenue model earns money from every quote enquiry sent to the service provider). The website’s another strength are good search facilities, very good usability. They do provide with quick finder, search, and get quote website functionality. Medpages.ie – it is Ireland’s leading health portal for people who are seeking healthcare services and treatment. It is a commercial site, funded by the revenues generated from advertising and enquiries for healthcare services. On the website there are following information available: operations and treatments, health professionals, hospitals and clinics, health centers, health info, health store, private hospital companies. They target market is Ireland and UK. The website is again owned by Intuition Communication, an online leader in the medical tourism industry. There is an enquiry form on the website, search by key words option, and location available. Website weakness is that there is no multiple option selection available. Czech Tourism.com 79 Health Travel Europe It is official website of Czech Tourism Office. Even though it is not commercial website, the service it offers is comprehensive and alike to my Service. Available services and additional features: Social plug-ins: FB, Youtube, Google+, Twitter. All tourism information about Czech republic in other sections of the website Website: Languages: Target market: Strengths: Weaknesses: Offer: http://www.czechtourism.com/what-to-see/spa.aspx?lang=enGB&selectedculture=en-GB English, German, Polish, Czech, French, Italian, Spanish, Russian. All world Official website of Czech Tourism Office Comprehensive database Very good usability No personalization of an inquiry News from the Spas List of medical Spas Quick selection Request form Newsletter Photo gallery Practical information Location map Current events Special offers Description of every Spa on the website with photos, 3D presentation, and map (contact information to the ‘product’ and the link to its website with an e-mail and telephone number) Minor Medpages.ie competitor (owned by Intuition Communication) Medpages is Ireland’s leading health portal for people who are seeking healthcare services and treatment. It is a commercial site, funded by the revenues generated from advertising and enquiries for healthcare services. Offer: Operations and treatments Health professionals Hospitals and Clinics Health Centers Health Info Health Store Private Hospital companies 80 Health Travel Europe Website: Languages: Target market: Strengths: Weaknesses: Available services and additional features: 81 http://medpages.ie/ English Ireland and UK Owned by Intuition Communication, an online leader in the medical tourism industry Not multiple option selection available Enquiry form Search by key words, location available Hot topics section Health Travel Europe 6. Technical Solution 6.1. Web Design Description The undertaken research on the health tourism business helped to develop an idea of what are the user’s needs and requirements from such a website. Examination of the competitors’ websites as well as websites of other industry players has helped to define the features that the Service should have. The Health Travel Europe website service features are extensively outlined below. Homepage: - Spa & Wellness - Medical Treatment - Medical Travel Agencies - Medical Treatment in Poland - EU Treatment Guide - Patient Stories - About Us - Contact - Register (Name, Surname, Username & Password, Email Address, Age (optional), Country (optional). Possibility to sign up directly by using social media account FB or Twitter) - Log In (username, password) - Search (by typing the key word, word suggestions feature) The extension of each of the main menu subsection is shown on the graph below. The graph is a visualization of the menu bar features. 82 Health Travel Europe The visualization of how the Homepage will look like is presented below: On the Homepage there will be a direct access to the main two services of the website: Wellness & Spa Treatment and Medical Treatment. 83 Health Travel Europe Spa & Wellness page: A.0. Wellness & Spa page On the Wellness & Spa page there are three ways of product/ service searches available: 1. Wellness & Spa categorized by its type: Destination Spa, Resort Spa, Hotel Spa, and Specialized Retreatments (described on the next page) 2. Quick Selection (described on the next pages) 3. List of Spas (described on the next pages) 84 Health Travel Europe A.1. Spa & Wellness page - Spa & Wellness by ‘categorization’ Below is a visualization of one of four Spa & Wellness subpages – the Destination Spa. The other three subpages (Resort Spa, Hotel Spa, and Specialized Retreatments) will be presented exactly in the same way. The difference will be only the products, which are categorized and pigeonholed beforehand. 85 Health Travel Europe When a user is selecting one of four categorizations (in the above visualization it is Destination Spa), the list of product/ services appear. At the top of the list are the most recommended offers. This recommendation is based on: (1) number of reviews, (2) ranking, (3) number of patients-THE users who has already been there, “bought” the product/ service. The detailed description how each product/ service featured page works is described on the further pages of this chapter. On the right-hand side is always available a Treatment Planner, which function is described in details on the next pages of this chapter. 86 Health Travel Europe A.2. Wellness & Spa page - Quick Selection subpage Below is presented the Quick Selection option. The user can ‘tick’: 1) desired city area (the search results show all products/ services available up to 100km distance from indicated place); and/or 2) Therapeutic specialization; 3) Natural therapeutic resources; 4) Others. When a user choses the desired options, the available offers are shown. The Featured Pages are shown in the same way as in the “Wellness & Spa” subpage (A.1.). Additionally there is a map of Poland with each destination indicated to provide the user a quick understanding of the location (the map will be Google map defined). 87 Health Travel Europe A.3. Wellness & Spa page - List of Spas subpage List of Spas subpage is a simple alphabetical list of all products/ services available in the Website search. After clicking on the name of one of the listed options, the product/ service full Feature Page is shown. Full Featured Page is described in details on the next pages of this chapter. Medical Treatment page: ‘Medical Treatment’ page works exactly the same as ‘Wellness & Spa’ page. It has three subpages: 1) Medical Treatment subpage (with its categorization) a. Hospitals b. Dental Clinics c. Plastic Surgery d. Eye Care e. etc.. 2) Quick Selection subpage 3) List of Medical Treatment providers subpage All the functions of ‘Medical Treatment’ page are the same as ‘Wellness & Spa’ page that is why it is not visualized. 88 Health Travel Europe Medical Travel Agencies page: A.0. Medical Travel Agencies page ‘Medical Travel Agencies’ page has two options: 1) Find your Medical Travel Agent – this subpage is for patients seeking for an agent 2) I’m Medical Travel Agent – this subpage is for agents who want to register their offer on the website. A.1. Medical Travel Agencies page – ‘Find your Medical Travel Agent’ subpage ‘Find your Medical Travel Agent’ subpage has available two options: 1) List of Medical Travel Agents 2) Quick Selection List of Medical Travel Agents works exactly the same as the ‘List of Wellness & Spa’ or ‘List of Medical Treatment’: after clicking on the name of one of the listed options, the full Medical Travel Agent Feature Page is shown. 89 Health Travel Europe Medical Travel Agent Quick Selection also works the same way as for ‘Wellness & Spa’ page and ‘Medical Treatment’ page: the user can ‘tick’: 1) desired city area (the search results show all products/ services available up to 100km distance from indicated place); and/or 2) Therapeutic specialization; 3) Natural therapeutic resources; 4) Others. When a user choses the desired options, the available Medical Travel Agents are shown. A.2. Medical Travel Agencies page – ‘I’m Medical Travel Agent’ subpage Here Medical Travel Agent can register their offer. They have to provide detailed information on their business by filling up the form. Later the form is sent to HTE office where it is carefully checked. The professionalism of an Medical Travel Agent is controlled by the HTE. 90 Health Travel Europe Medical Treatment in Poland page: This is a ‘stable’ page where there is only a text shown. Only some ‘information notes’ have a function: ‘Add to my Treatment Planner’ in order to enable the user to safe the information he needs to return and go through later. EU Treatment Guide page: EU Treatment Guide works exactly the same as Medical Treatment in Poland – it is a ‘stable’ page with additional “Add to Treatment Planner’ option. 91 Health Travel Europe Patient Stories page: Patient Stories page works exactly the same as previously explained pages – it is a ‘stable’; however, there is no “Add to Treatment Planner” option. 92 Health Travel Europe How does Treatment Planner work? 1. An ‘object’ (product/ service/ note) can be added only after an user logs in. If the user did not log in before clicking on ‘add to my planner’ bottom, he will be asked to do so. 2. Once the user is logged in, he can add ‘objects’ to his Planner by simply clicking on an icon: 3. Once the user is logged in, three options on this Treatment Planner will appear: print, share, send quote to Medical Travel Agent as shown on the picture below: Treatment Planner 4. An extra option: ‘Add your own item’: Treatment Planner can be used by a user to type in anything he wants to his planner. He might type in: ‘relax’, ‘car’, ‘asthma’ – anything he things he will need during his treatment travel and what he wants to safe in this Planner (and optionally share with a friend/ print/ send to a quote to Medical Travel Agent to allow him to search for desired information himself). 93 Health Travel Europe The Treatment Planner is designed so there is a place for an advertisement. Every 30 seconds at the bottom of the Treatment Planner will appear an advert. The adverts which appear on the Treatment Planner Treatment Planner are the ads only of products/ services available in the HTE Service database. A Client (Wellness Treatment Provider, Medical Treatment Provider or an Medical Travel Agent) can order this kind of advertisement by filling in a special form called ‘Treatment Planner Enquiry’ (TPE). The user can add the promoted ‘object’ (product/ service) directly by clicking the icon which is at the bottom of an advert. Place for an advert 5. To log in to the Treatment Planner, a user has to register himself. He can do it by entering his details (such as: Name, Surname, Username & Password, Email Address, Age (optional), Country (optional)) or directly by using his Facebook, Google+, Twitter account. 94 Health Travel Europe How does Featured Page look like? An Featured Page ‘abbreviation’ which appears on Quick Search subpage results and ‘Wellness & Spa’, ‘Medical Treatment’ subpages, looks as presented below: After clicking on an icon ‘more details’ the full Featured Page is shown, which visualization is presented below: 26 Patients have been there 95 Health Travel Europe See the Reviews Watch the Video Content Video Video Testimonial Full Featured Page consist of all presented on the above picture features: Provider’s name Photo (photo gallery), Video Description Acceptance of health insurance Treatments and services offered Information on payment options Accreditations Opening hours Languages spoken by the facility staff Rating information Review information ‘How many patients’ have purchased a treatment in particular facility 6.2. User Characteristics There will be four different user levels: End User, Provider, Moderator, Super Administrator. Their functional requirements are as follows: Super Administrator – the system’s owner. He has an entire control over all the operations. - log in - manage End User 1, End User 2, and End User 3 Featured Page content - control the static contents (Medical Treatment in Poland, EU Treatment Guide, Patient Stories, About Us) through the CMS - manage Treatment Planner - manage the advertisements underneath the Treatment Planner Moderator: - log in - place the wellness/ medical facility on a map - manage reviews and ratings End User (patient) - This is the ‘main’ website user. He is searching for an information that is available on the website. End User functional requirements are: 96 Health Travel Europe - register and create profile - log in - search the website - store interesting services/ products to personal Treatment Planner and generate an order reservation ID to the selected Medical Provider /Wellness Provider/Medical Agent. Also he can add any additional content to his Treatment Planner - view his history of treatment and all saved information on the Treatment Planner - print, share the Treatment Planner via FB or via email - share user’s chosen services/ products with a Medical Travel Agent through the Treatment Planner - send an e-mail to HTE office - submit a review and vote (rate) once on the place he has visited; - sign up for a particular treatment date and time directly from the website, and receive the order ID, by using Treatment Planner Provider - There will be two types of Providers: Provider A - Medical and Wellness Facility Provider. This kind of a user firstly has to fill in an application form, secondly has to wait for the application acceptance from the HTE company, thirdly he becomes the website Provider. His Featured Page is created by the HTE company. Once he is a website Provider, he might update information, photos, etc., by contacting directly with the HTE office. Provider B - Medical Travel Agent. This kind of user firstly has to fill in an application form that differs from the User 1 application. Secondly he has to wait for an approval by the HTE company. Thirdly he becomes the website user. His Featured Page is created by the HTE company. He can update it by direct contact with the office. Provider’s functional requirements are: - register and create profile - log in - search the website - add content to his Treatment Planner - send an e-mail to HTE office 97 Health Travel Europe 6.3. - fill in the available hours of a treatment and manage them - verify the users (patient) presence based on the reservation ID System Functional Requirements Website functionalities gathered in stage I discovery phase are as follow: CMS setup and integration – A module for supplying data such as news, events, and editing static data; Database Setup and Design – The app needs a database – the chosen database engine id MySQl 5.x; Graphics adaptation – Adaptation of the graphic design provided by the client, ready for development; User Login Module – This module will allow the user to log in on four different levels – end user, travel agent, moderator, super admin; Log in via Facebook – This functionality allows the end user to be able to log in via Facebook or Twitter if he does not chose to register by typing in all the required information; Log in via Gmail – Allows the end user to log in via Gmail if he does not choose to register by filling in the form; Notepad Treatment Planner for Keeping Track of Current Reservations – A panel where the user can store interesting services/ products and generate an order reservation ID to the selected Medical Provider /Wellness Provider/Medical Agent. The user can also add any additional information that he wants to; History of the End Users Visits and Treatments – This functionality allows the logged in user to view his history of treatment and all saved information on the Treatment Planner; Advertising ability – Managing the advertisements underneath the Treatment Planner (notepad); Share the Treatment Planner on Facebook – Ability to share the Treatment Planner via FB, or via email with anyone; Travel Agent Functionality – This functionality allows user to have his chosen services (saved on the Treatment Planner) arranged by a Medical Travel Agent; 98 Health Travel Europe Editing the List of Providers – Panel for editing the entries in the list of Providers (Medical, Wellness Treatment facilities, Medical Travel Agents), where one can additionally add a service to a place; Quick Selection Tab – A tab with a filter functionality to search for the places based on the services; Provider’s Promotion Ability – This functionality allows to highlight a certain entry (Provider’s Featured Page), and get it to the top of the page; Google Maps Integration – thanks to this application the moderator is able to place the wellness/ medical facility on a map, and the end user (patient) can see it and view basic information about the facility such as name and a clickable link to open the facility’s Featured Page; Providers Listing and More Complex Searching – A list for the end user to enable him to see and choose the services with pagination and a single place detail view; Provider’s Availabilities Calendar – This functionality enables Provider to fill in the available hours of a treatment and manage them, while the end user can sign up for a particular date and time directly from the website (and receive his order ID); Entry Point for Providers to Confirm the User Presence – A functionality to allow the Provider to verify the users (patient) presence based on the reservation ID; Rating and Reviewing – End user may submit a review and vote (rate) once on the place he has visited; Caching layer – A layer to boost performance when there will be a large traffic (can be applied in the future – requires caching server). 99 Health Travel Europe 7. Financial Plan 7.1. Funding European Union fund for Lesser Poland spas’ modernization and promotion In June 2012 a new project to promote spa called “Parnterstwo dla uzdrowisk” (Eng. ‘Partnership for Lesser Poland spas’) was introduced. The project aims at increasing competition value of the Lesser Poland spas on the European market by it modernization and promotion. Dr Tadeusz Burzyński, Tourism Institute chairperson (www.itk.krakow.pl), emphasized that a spa alone on the global market too weak to fight for the clients. This is why the partnerships between different spa facilities has to be built. The project was done to establish this cooperation. There is 4 million PLN (982 880 EUR) to be distributed Thanks to European Union funds for spa restructuration project. In the ‘week 1’ a promotional offer to Dr Tadeusz Burzyński, Tourism Institute, will be given by HTE Company, suggesting building online promotion through the HTE website. More information on the project in the appendix under ‘Projects’ and on the Strategia Zarządzania Zmianą Gospodarczą http://www.powiatgorlicki.pl/aktualnosci/partnerstwo-dla-uzdrowisk.html). 100 Health Travel Europe website: 7.2. Revenue Model Income from online bookings Online sales in the tourism industry “are a major growth catalyst, with online (8%) outpacing offline (1%) in value growth in 2011 and expected to provide steady growth over the long term.” (Word Travel Market. Global Trends, 2011, p. 27). HTE application offers Providers online reservation which leads to further service purchase. Such reservation fee is 5% of the value of purchased service/ product. This 5% is the HTE Company income from booking. When the patient fulfil the order, he receives an discount from the Provider prearranged on the Provider’s Featured Page. The table below presents the income from online bookings, with the year and health treatment type distinguished. An averagee cost of spa treatment is 30EUR to 50EUR per day, giving 40EUR average per day (Health-Spa Tourism in Poland, 2012). An average income from online booking in the 1st year is estimated to be 13 600.00EUR, in the 2nd year 32 700.00EUR , and in the 3rd year 49 625.00EUR . Income from online bookings Medical Clinics and Hospitals Dentistry Clinics Cosmetic Clinics Sanatorium Wellness & Spa Hotels 15 80 250 250 120 €500,00 €600,00 €40,00 €350,00 €40 000,00 €150 000,00 €10 000,00 €42 000,00 2nd number of 30 year treatemnts reserved per annum an averrage cost of a €2 000,00 treatment (EUR) TOTAL €60 000,00 140 700 500 240 €500,00 €600,00 €40,00 €350,00 €70 000,00 €420 000,00 €20 000,00 €84 000,00 3rd number of 75 year treatemnts reserved per annum an averrage cost of a €2 000,00 treatment (EUR) TOTAL €150 000,00 200 1000 500 350 €500,00 €600,00 €40,00 €350,00 1st number of year treatemnts reserved per annum (per item or per day in case of hotel or sanatorium) an averrage cost of a €2 000,00 treatment (EUR) TOTAL €30 000,00 101 €100 000,00 €600 000,00 €20 000,00 Health Travel Europe €122 500,00 TOTAL 5% online bookings PER ANNUM (EUR) TOTAL HTE income (1%)from ALL online bookings PER ANNUM (EUR) €272 000,00 0,05 €13 600,00 €654 000,00 0,05 €32 700,00 €992 500,00 0,05 €49 625,00 Income from Featured Pages Sales: The income from Featured Page sales depends on the type of treatment being promoted. The costs are outlined in the table below. Medical Clinics and Hospitals Annual fee for a Featured Page Dentistry Cosmetic Clinics Clinics 1 year €150,00 2 year €200,00 3 year €250,00 €150,00 €200,00 €250,00 €200,00 €250,00 €300,00 Sanatorium Wellness & Spa Hotels €150,00 €170,00 €190,00 €350,00 €400,00 €500,00 It is assumed that during the three following years the number of providers having their Featured Page and paying the fee will be as follows: Number of Providers subscribed to Featured Pages Medical Clinics and Dentistry Cosmetic Sanatorium Wellness & Hospitals Clinics Clinics Spa Hotels 1 year 11 2 year 14 3 year 18 12 21 25 12 20 25 15 25 30 20 25 30 For example, there are 40 spa (sanatorium) in Poland. It is aimed to include 15 of them in the first year, 25 in the second year, and 30 in the third year. The list of those spas is in the appendix together with the list of medical clinics and hospitals, dental clinics, cosmetic surgery clinics, and wellness & spa hotels. Based on above assumptions the from Featured Page in the 1st year is estimated to be 15,100.00EUR, in the 2nd year 26,250.00EUR, and in the 3rd year 38.950EUR. Income from the Featured Pages 1st year Medical Clinics and Hospitals Dentistry Clinics Cosmetic Surgery Clinics Sanatorium Wellness & Spa Hotels and Clinics number of Featured Pages paying for the service per annum 11 12 12 15 20 an averrage HTE income from one Featured Page per annum (EUR) €150,00 €150,00 €200,00 €150,00 €350,00 TOTAL averrage HTE income from a Featured Page PER ANNUM (EUR) €1 650,00 €1 800,00 €2 400,00 €2 250,00 €7 000,00 102 Health Travel Europe TOTAL ANNUAL INCOME: €15 100,00 2nd year 3rd year number of Featured Pages paying for the service per annum 14 21 20 25 25 an averrage HTE income from one Featured Page per annum (EUR) €200,00 €200,00 €250,00 €170,00 €400,00 TOTAL averrage HTE income from a Featured Page PER ANNUM (EUR) number of Featured Pages paying for the service per annum €2 800,00 €4 200,00 €5 000,00 €4 250,00 €10 000,00 18 25 25 30 30 an averrage HTE income from one Featured Page per annum (EUR) €250,00 €250,00 €300,00 €190,00 €500,00 TOTAL averrage HTE income from a Featured Page PER ANNUM (EUR) €4 500,00 €6 250,00 €7 500,00 €5 700,00 €15 000,00 €26 250,00 €38 950,00 Income from Advertising underneath the Treatment Planner: The number of advertisements underneath the TP sales is fixed - only five providers per annum (the explanation why is in the chapter ‘Revenue Model’). The annual cost of such an advertisement will increase due to increasing number of website users as presented below: Cost of advertsing underneath the Treatment Planner 1 year 2 year 3 year income from an advertisment (monthly) income from an advertisment (monthly) income from an advertisment (monthly) 50,00 € 60,00 € 70,00 € Based on the assumption above, an average income from adverts on TP sales in the 1st year is estimated to be 150 000.00EUR, in the 2nd year 216 000.00EUR, and in the 3rd year 294,000.00EUR . Income from advertsing underneath the Treatment Planner 1st year number of Providers who can subscribe for advert (anually) 5 income from an advertisment (monthly) income from an advertisment (anually) TOTAL annual average income 50 103 Health Travel Europe 600 €150 000,00 2nd year 3rd year number of Providers who can subscribe for advert (anually) 5 income from an advertisment (monthly) income from an advertisment (anually) TOTAL annual average income number of Providers who can subscribe for advert (anually) 60 income from an advertisment (monthly) income from an advertisment (anually) TOTAL annual average income 70 720 €216 000,00 5 840 €294 000,00 Income from Cost per Action sales: The cost of one action (CPA) is 1.00EUR. Assuming that the number of actions will be as presented in the table below: Number of actions (CPA) monthly 1 year 100 2 year 180 3 year 240 An average income from Cost Per Action (CPA) sales will be 1,200.00EUR in the 1st year, 2,160.00EUR in the 2nd year, and 2,880.00EUR in the 3rd year. Income from Cost Per Action (CPA) 1st year Cost of one action 1,00 € 100 2nd year Average number of actions (monthly) Average number of actions (anually) TOTAL annual average income Cost of one action Average number of actions (monthly) Average number of actions (anually) 180 104 Health Travel Europe 1200 €1 200,00 1,00 € 2160 3rd year TOTAL annual average income Cost of one action €2 160,00 Average number of actions (monthly) Average number of actions (anually) TOTAL annual average income 240 1,00 € 2880 €2 880,00 Income from Banner Advertising Sales: 1,000 impression will cost 15.00EUR. Assuming that the number of impressions will be as presented in the table below: Number of impressions (CPM) monthly (1CPM is 1,000 impressions) 1 year 3000 2 year 4500 3 year 6000 An average income from Banner Advertising sales is estimated to be 45,000.00EUR in the 1st year, 67,500.00EUR in the 2nd year, and 90,000.00EUR in the 3rd year. Income from banner advertising (CPM) 1st year number of impressions per month 3000000 number of impressions that cost 15eur 1000 number of 3000 impressions that are paid (3,000,000 / 1,000) an averrage income from 1,000 impressions (EUR) TOTAL annual average income 2nd year number of treatemnts reserved per annum number of impressions that cost 15eur €15,00 €45 000,00 4500000 1000 number of 4500 impressions that are paid (3,000,000 / 1,000) 105 Health Travel Europe 3rd year an averrage income from 1,000 impressions (EUR) €15,00 TOTAL annual average income number of treatemnts reserved per annum €67 500,00 number of impressions that cost 15eur 1000 6000000 number of 6000 impressions that are paid (3,000,000 / 1,000) an averrage income from 1,000 impressions (EUR) €15,00 TOTAL annual average income €90 000,00 Income from Video Content Sales: Since Video Content production is an additional service value for Providers, it will not be included in the revenue estimation as it is hard to forecast how many Providers will be interested in ordering this service through HTE Company. 106 Health Travel Europe 7.3. List of Assumptions Sales Expenses Salaries: In the first year there will be three employees: director (who will be brand manager and patient coordinator at the same time), marketing director, and key account manager. In the second year the director will be still responsible of brand managing, but there will be an extra vacation of patient coordinator added. There will be also marketing director and key account manager. All together, there will be four employees in the second year. In the third year there will be the same number of employees as in the previous year – four, and their functions will remain the same. The monthly and annual salary of the employees are presented in the table below. Salary Expenses: monthly salary annual salary 1st Director/ Brand Manager / €1 200,00 year Patient Coordinator €14 400,00 €1 200,00 €14 400,00 €800,00 €9 600,00 Marketing Director Key Account Manager €38 400,00 TOTAL €1 200,00 €14 400,00 Patient Coordinator €800,00 €9 600,00 Marketing Director €1 200,00 €14 400,00 €800,00 €9 600,00 €1 200,00 €800,00 €1 200,00 €800,00 €48 000,00 €14 400,00 €9 600,00 €14 400,00 €9 600,00 2nd Director/ Brand Manager year Key Account Manager TOTAL 2nd Director/ Brand Manager year Patient Coordinator Marketing Director Key Account Manager 107 Health Travel Europe €48 000,00 TOTAL General Expenses: There will be to kinds of general expenses: one-time payment and annual expenses. One-time payment general expenses: One-time payment general expenses will include: website creation expense, website graphic design expense, domain and company registration. General Expenses: one-time payment: Website Creation Expenses €6 450,00 Website Graphic Design Creation Expenses domain registration €982,00 company registration €429,00 €15,00 €7 876,00 TOTAL Website creation expenses are outlined in detail in the table below: Website Creation Expenses PLN EURO 1. Graphics adaptation 1500 370 2. Database setup and design 1500 370 3. CMS setup and integration 750 185 4. User login module 180 45 5. Editing the list of spas/hotels/medical treatments 2250 550 6. Hotels and spas promotion ability 900 220 108 Health Travel Europe 7. Notepad treatment planner for keeping track of current reservations 1200 295 8. Entry point for spa and hotel staff to confirm user presence 600 150 9. Travel agent functionality 750 185 10. Google maps integration 1200 295 11. Log in via Facebook 750 185 12. Spa and hotel staff availabilities calendar 6000 1500 13. Caching layer 1650 405 14. Quick selection tab 1800 442 15. Advertising ability 1050 258 16. Spa/hotels/medical centres listing and more complex searching 1200 295 17. History of the end users visits and treatments 900 220 18. Voting and opinions 450 110 19. Share the trip planner on Facebook 750 185 20. Log in via Gmail 750 185 27 750 6 450 TOTAL COST EX. VAT Website graphic design creation expenses are outlined in detail in the table below: Website Graphic Design PLN EURO Graphics adaptation 4 000 982 TOTAL COST EX. VAT 4 000 982 Expenses Company will be registered in Poland, where the registration cost is 429,00EUR. Annual payment general expenses: Annual payment expenses include: office expenses, office rent expenses, website hosting and domain as shown in the table below: 109 Health Travel Europe General Expenses: annual payment: 1st year office expenses office rent 2nd year 3rd year € 500,00 € 2 400,00 hosting € 210,00 domain € 20,00 TOTAL € 3 130,00 office expenses € 500,00 office rent € 2 400,00 hosting domain TOTAL office expenses office rent hosting domain TOTAL € 210,00 € 20,00 € 3 130,00 € 500,00 € 2 400,00 € 210,00 € 20,00 € 3 130,00 Operating expenses Operating expenses will include costs of travelling and postage as shown in the table below: Operating expenses 1st year travel postage TOTAL 2nd year travel postage TOTAL 3rd year travel postage TOTAL 110 Health Travel Europe €6 000,00 € 150,00 €6 150,00 €5 000,00 € 200,00 €5 200,00 €4 000,00 € 200,00 €4 200,00 Bank Loan Bank Loan 1st year TOTAL € 0,00 TOTAL € 0,00 TOTAL € 0,00 2nd year 3rd year Promotional Expenses Most of the promotional funds will be spend on social media. According to World travel Market 2011 Industry Report (2011, p. 38) two out of ten medical tourism organizations which are “using social media have reduced their PPC spend as a result”. According to the Tourist Industry report “half of the industry is using social media as a revenue stream or are looking to do so, at 22% and 27% respectively. Despite the industry’s focus on social media only 40% of UK holidaymakers use it to help them when researching holidays. However, of those that do almost nine out of ten (89%) see social media as a positive experience, with 23% using it more often in 2011 than in 2010” (World travel Market 2011 Industry Report, 2011, p. 38). Moreover, “those holidaymakers that do use social media find it has a significant influence on their eventual booking. A third change their hotel choice after consulting social media, one in ten switched resort” (ibid, p, 38). The online promotional campaign will consist of: 1) Google Adwords, with a monthly budget of 700.00EUR in the 1st year, 1,000.00EUR in the 2nd year, and 1,200.00EUR in the 3rd year. 2) Search Engine Optimization, with a monthly budget of 330.00EUR during all three years. 3) Mailing, with a monthly budget of 80EUR during the first and second year, and 60EUR in the third year. 4) Share&Earn campaign which will be budgeted for 120.00EUR annually in the 1st year, 180.00EUR in the 2nd year, and 240.00EUR in the 3rd year. The off-line promotional expenses will include: flayers printing and distribution, banquets organizations, publications on health magazines, participation in a Familiarization Tours, and participation in promotional events organized by Polish Association of Medical Tourism. 111 Health Travel Europe The table below presents all estimated promotional expenses: Promotional Expenses on-line 1st year GoogleAdwords SEO off-line Mailing Share & Earn monthly expenses €700,00 €330,00 €80,00 €10,00 TOTAL annual expenses €8 400,00 €3 960,00 €960,00 €120,00 2nd monthly year expenses €1 000,00 €330,00 €80,00 €15,00 TOTAL annual expenses €12 000,00 €3 960,00 €960,00 €180,00 3rd monthly year expenses €1 200,00 €330,00 €60,00 €20,00 TOTAL annual expenses €14 400,00 €3 960,00 €720,00 €240,00 112 Health Travel Europe flayers banquets Health Participation publications in a Familiarization Tour Promotional events organized by Polish Association of Medical Tourism TOTAL annuall expenses €1 000,00 €1 500,00 €200,00 €1 200,00 €2 000,00 €19 340,00 €1 200,00 €2 000,00 €200,00 €1 200,00 €2 000,00 €23 700,00 €1 500,00 €2 000,00 €200,00 €1 200,00 €2 000,00 €26 220,00 Summary of profits and looses is presented in the tables below: PROFITS INCOMES: Income from the Featured Pages YEAR 1 15 950,00 € YEAR 2 33 000,00 € YEAR 3 60 700,00 € Income from online bookings 13 600,00 € 32 700,00 € 49 625,00 € Income from Cost Per Action (CPA) Income from banner advertising (CPM) Income from advertsing underneath the Treatment Planner 1 200,00 € 1 800,00 € 2 160,00 € 45 000,00 € 67 500,00 € 90 000,00 € 150 000,00 € 216 000,00 € 294 000,00 € 225 750,00 € 351 000,00 € 496 485,00 € LOOSE YEAR 1 YEAR 2 YEAR 3 General Ex.(1-time payment) € 7 876,00 € 0,00 € 0,00 General Ex.(annuall payment) € 3 130,00 € 3 130,00 € 3 130,00 Salary ex. € 38 400,00 € 48 000,00 € 48 000,00 operating ex. Bank Loan € 6 150,00 € 5 200,00 € 4 200,00 Promotional ex. € 19 340,00 € 23 700,00 € 26 220,00 € 74 896,00 € 80 030,00 € 81 550,00 113 Health Travel Europe profit year 1 loose bank loan and other not estiamted ex. income € 225 750,00 € 75 496,00 € 351 000,00 € 80 430,00 € 20 000,00 € 130 254,00 € 20 000,00 € 250 570,00 € 496 485,00 € 81 950,00 € 20 000,00 € 394 535,00 year 2 year 3 114 Health Travel Europe Bibliography 1) Andersen, K. J., 2008. Patients should be free to choose any hospital in the EU. [Online] Available at: http://ec.europa.eu/health-eu/doc/jp_dk_art_en.pdf [Accessed 01 08 2012]. 2) Androulla Vassiliou. Commissioner for Health. Brussels, 2008. Proposal for a Directive on the. [Online] Available at: http://ec.europa.eu/health-eu/doc/crossborder_vassiliou_.pdf [Accessed 30 07 2012]. 3) Baker, A., n.d. A world of medical opportunity: Special report on health tourism.. 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Questions and Answers on the draft Directive on the application of patients' rights in cross-border healthcare. [Online] Available at: http://europa.eu/rapid/pressReleasesAction.do?reference=MEMO/08/473&type=HTM L&aged=0&language=EN&guiLanguage=en [Accessed 30 07 2012]. 13) European Commission. Citizen;s summary, 2008. Patient's rights in cross-border healthcare. [Online] Available at: http://ec.europa.eu/health-eu/doc/citizens_summary_en.pdf [Accessed 30 07 2012]. 14) European Commission. Opening the door to better heatlcare across Europe, 2008. Opening the door to better heatlcare across Europe. Proposal for a Directive of the European Parliament. [Online] Available at: http://ec.europa.eu/health-eu/doc/crossborder_brochure_en.pdf [Accessed 30 07 2012]. 116 Health Travel Europe 15) Finnegan, G., 2009. Treatment abroad with costs covered at home. [Online] Available at: http://ec.europa.eu/health-eu/doc/jp_ie_art_en.pdf [Accessed 01 08 2012]. 16) Ford, T., 2008. Brits head abroad for cosmetic surgery. [Online] Available at: http://news.bbc.co.uk/newsbeat/hi/health/newsid_7414000/7414189.stm [Accessed 09 08 2012]. 17) Global Connected Care & 3rd MediTour Expo, 2012. Medical Travel Poland. [Online] Available at: http://www.medical-tourism-poland.com/global-connected-care-3rdmeditour-expo/ [Accessed 11 07 2012]. 18) Google. Search Engine Optimization, n.d. Google. Search Engine Optimization. [Online] Available at: http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com /pl//webmasters/docs/search-engine-optimization-starter-guide.pdf [Accessed 10 08 2012]. 19) Grace, M. A., n.d. State of the Heart: A Medical Tourist's True Story of Lifesaving Surgery in India. s.l.:New Harbinger Publications. 20) Growth predicted for Polish medical tourism, 2010. [Online] Available at: http://www.imtj.com/news/?EntryId82=199313 [Accessed 02 08 2012]. 21) Hancock, D., n.d. The Complete Medical Tourist. s.l.:John Blake Publishing. 22) Health - EU. The Public Health Portal of the European Union, 2012. New Commission initiative on patients' rights in cross-border healthcare. [Online] Available at: http://ec.europa.eu/healtheu/news/streaming/crossborder/crossborder_en.htm [Accessed 30 07 2012]. 23) Health - EU, 2012. Mobility in Europe. [Online] Available at: http://ec.europa.eu/health117 Health Travel Europe eu/care_for_me/mobility_in_europe/index_en.htm [Accessed 30 07 2012]. 24) Health-Spa Tourism in Poland, 2012. pl-info.net. [Online] Available at: http://www.pl-info.net/poland/health-spas/index.html [Accessed 23 07 2012]. 25) Internationa Medical Travel Journal, 2009. PlacidWay announces new relationship with medical facilitators in Poland. [Online] Available at: http://www.imtj.com/resources/pressreleases/directory/?EntryId134=280432 [Accessed 10 08 2012]. 26) International Medical Travel Journa, 2011. POLAND: Poland to concentrate on European medical tourists. [Online] Available at: http://www.imtj.com/news/?EntryId82=280887 [Accessed 10 08 2012]. 27) International Medical Travel Journal, 2010. Low Cost Treatment & increasing average spending driving Medical Tourism to Poland. [Online] Available at: http://www.imtj.com/resources/press-releases/?EntryId134=283494 [Accessed 10 08 2012]. 28) International Medical Travel Journal, 2010. Low treatment cost and nil waiting time to drive polish medical tourism market in near future.. [Online] Available at: http://www.imtj.com/resources/pressreleases/directory/?EntryId134=283484 [Accessed 10 08 2012]. 29) International Medical Travel Journal, 2010. POLAND: Growth predicted for Polish medical tourism. [Online] Available at: http://www.imtj.com/news/?EntryId82=199313 [Accessed 10 08 2012]. 30) International Medical Travel Journal, 2010. POLAND: New research report on medical tourism to Poland. [Online] 118 Health Travel Europe Available at: http://www.imtj.com/news/?EntryId82=244210 [Accessed 10 08 2012]. 31) International Medical Travel Journal, 2010. POLAND: Recovery of medical tourism in Poland is encouraging. [Online] Available at: http://www.imtj.com/news/?EntryId82=249214 [Accessed 10 08 2012]. 32) Intuition Communication Ltd, 2012. Media Pack 2012. Online marketing to medical ourists and the medical travel sector. [Online] Available at: http://www.treatmentabroad.com/EasysiteWeb/getresource.axd?AssetID=72605&type =full&servicetype=Attachment [Accessed 10 08 2012]. 33) Jacek Kaczmarek, A. S. i. B. W., 2010. Produkt turystyczny. Pomysł, organizacja, zarządxzanie. Warszawa: Polskie Wydawnictwo Ekonomiczne. 34) Jarvelin, K., December 2011. IR Research: Systems, Interaction, Evaluation and Theories, University of Tampere, Finland: School of Information Sciences. 35) Kilpatrick, G., 2012. 50 Innovative Ways to Get More Twitter Followers. [Online] Available at: http://twittertoolsbook.com/how-to-get-more-twitter-followers/ [Accessed 10 08 2012]. 36) Król, K., 2011. F-commerce – róg obfitości, czy tylko modny temat w mediach?. [Online] Available at: http://e-commerce-blog.contium.pl/2011/04/f-commerce-rog-obfitosciczy-tylko-modny-temat-w-mediach/ [Accessed 06 05 2012]. 37) Laherrere, C., 2010. Medicine without borders. [Online] Available at: http://ec.europa.eu/health-eu/journalist_prize/2010/docs/article_fr_en.pdf [Accessed 01 08 2012]. 38) Marketing Timeline , n.d. Marketing Timeline. [Online] Available at: http://www.askmar.com/Marketing/Marketing%20Timeline.pdf [Accessed 11 07 2012]. 119 Health Travel Europe 39) Medical tourism after crisis: a growing number of foreign patients, 2011. Medical Tourism Poland. [Online] Available at: http://www.medical-tourism-poland.com/medical-tourism-after-crisis-agrowing-number-of-foreign-patients/ [Accessed 27 07 2012]. 40) Medical Tourism Poland, 2011. Ready to have a SPA in Poland?. [Online] Available at: http://www.medical-tourism-poland.com/health-spa-in-poland/ [Accessed 28 07 2012]. 41) Medical Tourism Poland, 2012. Official promotion program of Polish Medical Tourism. [Online] Available at: http://www.medical-tourism-poland.com/official-promotion-program-ofpolish-medical-tourism/ [Accessed 09 08 2012]. 42) Nakache, P., 2012. Event Marketing: The Key To F-Commerce?. [Online] Available at: http://techcrunch.com/2012/04/20/facebook-event-marketing/ [Accessed 04 06 2012]. 43) Neil Lunt, Richard Smith, Mark Exworthy, Stephen T. Green, Daniel Horsfall and Russell Mannion, n.d. Medical Tourism: Treatments, Markets and Health System Implications: A scoping review. [Online] Available at: http://www.oecd.org/els/healthpoliciesanddata/48723982.pdf [Accessed 19 07 2012]. 44) New research report on medical tourism to Poland, 2010. [Online] Available at: http://www.imtj.com/news/?EntryId82=244210 [Accessed 02 08 2012]. 45) OECD Health policies and data, n.d. International Trade in Health Services. [Online] Available at: http://www.oecd.org/els/healthpoliciesanddata/internationaltradeinhealthservices.htm [Accessed 27 07 2012]. 46) Osiecki, A., 2012. Atrakcje za euro z Unii, ekonomia24.pl. [Online] Available at: http://www.ekonomia24.pl/artykul/87125,922826-11-z-21-atrakcji120 Health Travel Europe turystycznych-za-dotacje-juz-gotowych.html [Accessed 09 08 2012]. 47) Panasiuk, A., 2008. Gospodarka turystyczna. Warszawa: Wydawnictwo Naukowe PWN. 48) Poland for Health and Beauty, 2012. Polish Tourism Organisation. [Online] Available at: http://download.polska.travel/data//public_pdf/docs/en/zdrowie/Po_zdrowie%20GB.p df [Accessed 23 07 2012]. 49) Polish Association of Medical Tourism - Certification, 2012. Certification. [Online] Available at: http://www.pamt.org/certification.php?l=l2 [Accessed 09 08 2012]. 50) Polish Association of Medical Tourism - Certification, 2012. Polish Association of Medical Tourism. [Online] Available at: http://www.pamt.org/about.php?l=l2 [Accessed 02 08 2012]. 51) Polish Association of Medical Tourism - Familiarization Tour, 2012. Familiarization Tour. [Online] Available at: http://www.pamt.org/familiarization.php?l=l2 [Accessed 09 08 2012]. 52) Polish Health Resorts during political changes in Central Europe, n.d. Polish Association of Balneology and Physical Medicine; Union of Polish Spas. [Online] Available at: http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&ved=0CGk QFjAC&url=http%3A%2F%2Fwww.doki.net%2Ftarsasag%2Fismh%2Fupload%2Fis mh%2Fdocument%2F6IPonikowska.ppt&ei=iXgNUM7LHc_OmAW9tMn9CQ&usg =AFQjCNFsmGlOokmvgJvpmdc8uIVA-JT2Yg&sig2=4VoErCsivOG9om [Accessed 23 07 2012]. 121 Health Travel Europe 53) Prószyński, J., 2012. Jak nie znikać na Facebooku. Marketing w Praktyce. [Online] Available at: http://marketing.org.pl/index.php/go=2/act=2/aid=m5014fc07ebd5a [Accessed 09 08 2012]. 54) Public Health, Cross-border care, 2011. Directive 2011/24/EU on patients’ rights in cross-border healthcare. [Online] Available at: http://ec.europa.eu/health/cross_border_care/policy/index_en.htm [Accessed 18 07 2012]. 55) Rudnicki, M., 2010. Dostępność komunikacyjna jako czynnik decydujący o konkurencyjności miasta Krakowa na globalnym rynku turystycznym. In: J. Sala, ed. Konkurencyjność miast i regionów na globalnym rynku turystycznym. Warszawa: Polskie Wydawnictwo Ekonomiczne, pp. 237-256. 56) Rzemek, M., 2012. Ulżyć małym firmom, Rzeczpospolita Prawo. [Online] Available at: http://prawo.rp.pl/artykul/757698,923154-Male-firmy-spetaneabsurdalnymi-obowiazkami.html [Accessed 09 08 2012]. 57) Sala, J., 2010. Konkurencyjność miast i regionów na globalnym rynku turystycznym. Warszawa: Polskie Wydawnictwo Ekonomiczne. 58) Smith, A., 2011. Healthcare cuts will increase medical tourism. Healthcare Global. [Online] Available at: http://www.healthcareglobal.com/global_hospitals/healthcare-cuts-willincrease-medicaltourism?awesm=fbshare.me_Ae7yH&utm_campaign=&utm_medium=fbshare.mefacebook-post&utm_source=direct-fbshare.me&utm_content=fbshare-js-large [Accessed 09 08 2012]. 59) Smith, A., 2011. Special Report: Medical Tourism. Healthcare Global. [Online] Available at: http://www.healthcareglobal.com/global_hospitals/special-reportmedicaltourism?awesm=fbshare.me_AdqOr&utm_campaign=&utm_medium=fbshare.mefacebook-post&utm_source=facebook.com&utm_content=fbshare-js-large [Accessed 09 08 2012]. 122 Health Travel Europe 60) Stawikowski, L., 2011. Medical tourism after crisis: a growing number of foreign patients. [Online] Available at: http://www.medical-tourism-poland.com/medical-tourism-after-crisis-agrowing-number-of-foreign-patients/ [Accessed 17 07 2012]. 61) The UK Market for Health Tourism. 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Patients Beyond Borders: Everybody's Guide to Affordable, World-Class Medical Tourism. s.l.:Healthy Travel Media Price. 72) Word Travel Market. Global Trends, 2011. Word Travel Market. [Online] Available at: http://www.wtmlondon.com/files/news_global_trends_v3_lo.pdf [Accessed 26 07 2012]. 73) World Travel Market. Industry Report, 2011. World Travel Market. [Online] Available at: http://www.wtmlondon.com/files/news_wtm_industry_report_2011.pdf [Accessed 26 07 2012]. 74) World Travel Market, 2011. World Travel Market 2011. Industry Report. [Online] Available at: http://www.wtmlondon.com/files/onsite_wtm_industry_report_2011.pdf [Accessed 10 08 2012]. 75) Zarkovic, M., n.d. Medical Tourism in Developing Countries. s.l.:Palgrave Macmillan . 124 Health Travel Europe Appendix 1. List of Prospective Providers (Website Database) 1.1. List of Health-resort Centers, and Spa Facilities in Poland with contact details and pricing per visit (recommended by the Polish Spas Chamber of Commerce): 125 Health Travel Europe 126 Health Travel Europe 1.2. List of Sanatorium facilities recommended by the Polish Spas Chamber of Commerce 127 Health Travel Europe 1.3. List of Spas/ Health Resorts by Disorders Treated at the facility: 128 Health Travel Europe 1.4. Sanatorium – List of Tourist Attractions in the Environs: 129 Health Travel Europe 1.5. Sanatoria – detailed list: 130 Health Travel Europe 131 Health Travel Europe 132 Health Travel Europe 133 Health Travel Europe 134 Health Travel Europe 135 Health Travel Europe 1.6. Dental Care Providers List 1.7. Rehabilitation Spa & Centers Providers List 136 Health Travel Europe name: List of potencial MT Providers - Clinical Center description Carolina Medical Center professional care of athletes, sports injuries treatment (CLUS) AMERICAN HEART OF POLAND (all above info 2-10, from: http://www.pamt.org/members.php?l=l2 ) Polish-American Heart Clinics - American Heart of Poland /PAKS/ have been established in 2000 by a group of outstanding physicians from Poland and the United States of America, with an objective to popularise the latest methods related with treating cardiovascular disorders by creating a network of modern departments of cardiology and angiology. The strength of the American Heart of Poland lies in high class specialists, both the ones working full-time in local departments, and in physicians visiting our centres, both the ones from Poland and from abroad. INDEXMEDICA Company has been founded in June 2006. Our objective is to offer a wide range of high quality dental treatment for affordable prices. Our highly qualified medical staff use the most advanced equipment and materials to offer most favourable conditions and premium healthcare. By offering you outstanding and experienced doctors for reasonable prices we have reached a new defining level of dental services. VIMED Medical Centre is Poland's first centre to offer a unique combination of conventional medicine with dietetics, biochemistry and physics. VIMED Medical Centre can boast a unique effectiveness of its therapeutic programmes INDEXMEDICA MEDICAL CENTRE VIMED 137 Health Travel Europe website in five areas: treatment of overweight and metabolic diseases, treatment of marital infertility, treatment of gynaecological diseases, prophylactics and treatment of chronic diseases, cosmetic and anti-age medicine. GENOMED MEDI CLINIQUE MEDICAL CENTRE ENEL-MED 138 Health Travel Europe he key line of our activity is medical diagnostics: with the help of DNA sequencing technology we examine one's risk of being affected by genetically conditioned (congenital) diseases. We also perform DNA analysis and synthesis for the biotechnology and research market. Genomed was created in order to render services to research institutes, universities, hospitals, biotechnological and pharmaceutical companies as well as to the health service networks and individual customers. We have become a very successful and growing private surgical clinic in our region during last 9 years, attracting increasing number of private patients from Denmark, Sweden, Germany, United Kingdom and off course Poland. Thanks to our multidisciplinary profile and with the help of our highly qualified and internationally experienced consultants from surgical specialities across the board, we are able to provide a comprehensive range of surgical procedures not only in cosmetic and aesthetic surgery but also in general surgery, orthopaedics, urology, gynaecology, dentistry and otolaryngology. The ENEL-MED Medical Centre started its operation in 1993 from dental services. In response to expectations of patients and meet market challenges, ENEL-MED transformed into a multi-profile medical centre that has been continuously offering a full range of top-notch dental services. MEDICAL CENTRE MAVIT VERTEBRALIA 139 Health Travel Europe We are a private medical center, specialized in ophthalmology services. We provide here full information about laser vision correction performed with PRK, LASEK, LASIK, EPILASIK, SBK-LASIK or femtoLASIK method - a painless procedure allowing to eliminate the need of wearing glasses and contact lenses. Besides, we offer also: cataract removal surgeries with phacoemulsification method and implementation of acrylic intraocular lenses, laser therapy in diabetes and glaucoma, children's eye care, full eye diseases diagnostics and treatment. Vertebralia – Center of Spine Excellence is a private clinic for the integrated treatment of all sorts of spinal and disc diseases. By analysing causes of pain, not only symptoms we strive to restore our patients’ health and quality of life in the fastest possible way. Our clinic incorporates an outpatient clinic, an interventional pain therapy departement and a rehabilitation center. We are familiar with all proven treatments and especially focus on interventional pain treatment and minimal-invasive procedures in order to avoid open spine surgery. List of potencial MT Providers - Hospital name: description CAROLINA MEDICAL CENTER (all above info 1-6, from: http://www.pamt.org/members.php?l=l2 ) The Carolina Medical Center is one of the biggest and most modern orthopaedic hospitals in Europe. The Carolina Medical Center provides the highest standard of medical services to its patients, not only by using the newest equipment and technology, but also by giving patients the utmost comfort and reassurance during their recovery. We are the undisputed leaders in the field of sports medicine. MEDICOVER HOSPITAL The Medicover Hospital has been built with your health, safety and comfort in mind. It is the first private medical facility in Poland offering such a wide range of hospital services and providing healthcare that meets the highest world standards. The Medicover Hospital is unique: It offers a high quality of diagnosis and treatment, professional care from experienced doctors and nurses, and medical equipment of the latest generation as well as safety and comfort during the hospital stay. DAMIAN HOSPITAL The Damian Medical Centre was established in 1994. It offers a wide range of medical care services provided in the Hospital and five outpatient clinics. They employ physicians in all specialisations who have clinical experience gained in leading Polish and foreign facilities. The Damian Hospital is a modern treatment and diagnostic as well as obstetric facility, with a one-day surgery department. There is an operating theatre with three operating rooms where more than 3,000 surgical and 8,000 outpatient procedures are carried out in a single year. COMPREHENSIVE REHABILITATION CENTRE The Comprehensive Rehabilitation Centre is a modern facility that offers comprehensive treatments for locomotor disorders. We have specialised in this area for over 32 years! In accordance with the Polish School of Rehabilitation – the co-founder of which was Professor Marian Weiss, Prof.Dr.Med.Sc., the originator of our Centre – we perceive rehabilitation as a process of physical, psychological and social recovery. St. RAPHAEL HOSPITAL The St. Raphael Hospital in Cracow, Poland offers the world-class services using the latest technology for the protection of life and health of Patients.The St. Raphael Hospital provides the highest quality medical care in the field of orthopaedics, neurosurgery, general surgery and plastic surgery, as well as the rehabilitation and highly specialized diagnostics. There are five operating theatres where 10,000 surgeries are performed each year. We managed to integrate a team of outstanding experts being the known and respected authorities in their field, so we are a leader in providing medical services. Our services are used by international athletes and sports organizations in the world. List of potencial MT Providers - Dental name: description website e-mail Polident Dental Centre Polident dental centre is a modern dental clinic whose founders have practised the art of dentistry for the past two decades. With many year of experience and always following the strictest guidelines, Polident combines the very best medical traditions with the latest technological advances. They specialise in implantology, aesthetic dentistry and periodontology – areas of dentistry that require high levels of skill and expertise. www.polident.com.pl [email protected] pl. Grunwaldzki 15 Polish Smile Polish Smile is the biggest private dental clinic in Wroclaw, Poland offering top quality materials & equipment, experienced doctors, stressfree, comfortable and affordable and savings of over 60% against standard western prices. Polish Smile pride themselves on providing modern equipment meeting the expectations of the most demanding patients and professional medical personnel who hold academic degrees with grade I and II specialisation in dentistry. www.PolishSmile.com [email protected] 140 Health Travel Europe address Kościuszki 34 c W W Royal Dent Implantology & Orthodontics Clinic Statmedica www.royaldent.pl Statmedica is the a comprehensive source of information dedicated exclusively to the Private Healthcare Sector in Poland. The portal includes full and up-to-date information about private healthcare service providers in a clear, concise and easy to search format. StatMedica.com gives accurate information on the best private hospitals and clinics, dental clinics, cosmetic surgery clinics, elderly care providers, private health insurance and other private healthcare services in Poland. List of potencial MT Providers - Rehabilitaion Center name: description Spa in Paradise MAZOWSZE SPA (all above info 2-3, from: http://www.pamt.org/members.php?l=l2 ) 141 Health Travel Europe We invite you to take advantage of rehabilitation stays offered by Mazowsze Medi Spa. Professionally trained personnel, specialized and friendly service will make you feel really good with us. Imagine a place away from the hustle and bustle of a modern world. A place designed for you to rest, relax, recharge and improve your mood. Mazowsze SPA is such a place. The offer includes, among other things, relaxing, rejuvenating and cleansing treatments as well as a wide range of treatments for body and face. Beautiful interiors, aromatic oils and relaxing music, are there to help our qualified staff to bring you to a state of relaxation and harmony. [email protected] Leszczyńskiego W Street No 5 ZDROWOTEL We offer the treatment of rheumatologic, neurologic, skin and respiratory diseases and post-traumatic disorders. Many of our patients arrive with health problems, from the socalled borderland of different specializations, found in our centre effective help and come back for the next health holiday. We take care of patients with respiratory tract diseases, starting from chronic infections to bronchial asthma inclusive. We help patients with skin diseases: with dermopathy, psoriasis, albinism. We have great experience in helping persons with diseases associated with the progress of civilization, such as pain syndromes, including radicular pain syndromes and degenerative diseases. We give relief to patients with rheumatic diseases. 2. Medical Travel Agencies (with a profile analysis): Medica Travel (mediating company) 142 Health Travel Europe Medica Travel is a Polish mediating company specialized in arranging Polish health care for foreigners. Before they send any patients they conduct a thorough evaluation of every care institution. They look at the following: The competence should be at least as good as in Great Britain. The clinics should use well-known methods an materials. The Doctors should speak English fluently. The doctors should be recommended locally. Good warranties on work and materials concerning dental care. The doctor should be fully insured. The doctors should have experience in treating foreign patients http://www.medicatravel.co.uk/index.htm English, Swedish UK, Sweden Dental in Gdańsk and Warsaw only Warranties Personalization of any inquiry Weaknesses: Poor website graphic design and layout Offer: Dental treatment Plastic Surgery Eye Laser Health Care Dermatology Hair transplantations Obesity Sport injuries Available services Chat with an English speaking assistant (direct call from website by and additional Skype – visible online availability of an assistant). features: Direct inquiry where the patient can describe the treatment he wants. Newsletter Website address: Languages: Target market: Database range: Strengths: 143 Health Travel Europe INDEXMEDICA Dental Clinic (Clinic) INDEX MEDICA Dental Care is a dental care private clinic located in Kraków focused on foreign patients. They have been awarded the international ISO certificate (No. 75.100.30985) issued by TÜV Rheinland InterCert which guarantees the highest treatment standards according to the norm ISO 9001:2008. Offer: Most of dental treatments Available services and additional features: Certificates and references Partners Catalogues About Kraków Special offers Guarantee Consultation in the UK Free taxi pickup from the airport by company’s taxi driver Website address: Languages: Target market: Database range: Strengths: Weaknesses: 144 http://www.index-medica.com/?gclid=CJ3WvKOuqLACFcYe4Qodyy4KYA German, Polish, English, Italian, Norwegian, Swedish, French. Not specified. Available languages Only Cracow Good localization - easy flight connection with the targeted potential clients. Certificates Specialization Website not actualized on a regular basis (last news are from 2011) Health Travel Europe Medical Travel (mediating company) Website address: Description: Languages: Target market: Database range: Weaknesses: Offer: Website overview 145 http://medicaltravel.pl/ Medical Travel provides treatment services. Main branches are: Dental Poland, which deals with dentistry treatment and Beauty Holiday, which works on cosmetic surgery. English UK and Ireland All Poland, but only dentistry and beauty treatments No search available Poor usability Dentistry Beauty treatments Appendix – picture 6 Health Travel Europe 3. „Partnership for Lesser Poland spas’ modernization” Project & Contract 146 Health Travel Europe 147 Health Travel Europe 148 Health Travel Europe Contract: 149 Health Travel Europe 150 Health Travel Europe 4. Medical Treatment Quick Selection Tab – Category List Choose by type of treatment*: Addiction Allergy Cancer Cardiology Care Cosmetic Surgery Dentistry Diabetes Eye surgery Laser eye surgery medical spa treatment rehabilitation skin treatment Search by location: o All o Kraków o Krynica o Szczawnica o Zakopane o …. o …. o …. Sanatoria for children Oncological illnesses Illnesses of the circulatory system, cardiovascular diseases Illnesses of the digestive tract Disorders of the metabolism Illnesses of the respiratory tract Illnesses of the locomotor system Therapeutic specialisation Illnesses of the urinary tract Mental disorders Skin diseases Gynaecological illnesses Functional infertility Obesity and excess weight Post-operative and traumatogenic conditions and reconditioning mineral springs peloids Natural therapeutic resources: gas climate 151 Health Travel Europe 5. Wellness Treatment Quick Selection Tab – Category List Choose by Spa program: - Spa wellness Medical spa Rehabilitation Weight loss Healthy heart Healthy spine Rheumatism Bio-therapy Choose by Spa category: - Day spa Destination spa Resort spa Medical spa Mineral springs 152 Health Travel Europe Search by location: o All o Kraków o Krynica o Szczawnica o Zakopane o …. o …. o …. 6. Future Developments 6.1. Tourist Attractions Database: Search defined by: - Travel themes: Culinary Culture & Events Family & Children Holidays Meetings & Conferences Shopping Spa & Wellness Sport Weddings & Celebrations - Hotel type: 3 start Hotels 4 Star Hotels 5 Star Hotels Apartment Hotels Boutique Hotels City Hotels Conference Hotels Design Hotels Family Hotels Golf Hotels Gourmet Hotels Historic Hotels Spa Hotels - Body& Health: Aesthetic Medicine Beauty Lounges Spa & Wellness - Place: Seaside Mountains Lakes rivers Forest City 153 Health Travel Europe 7. Meeting Log meeting with whom? Cathal Gurrin function/ position? DCU when? where? Actions/ Decisions 29.05 DCU Proposal presentation, discuss the idea Brain Stone DCU 30.05 DCU discuss ideas + first proposals Cathal Gurrin DCU 02.06 DCU discuss the proposed idea Sandra Moffatt Fáilte org. 03.06 Sandra Moffatt Fáilte org. 12.06 the Helix, DCU, Dublin e-mail exchange passing contact and my enquiry to research and statistics in Fáilte Fáilte don’t have any data on medical tourism as it is not really within our remit as an organisation; Giving contact to: Tourism Ireland: +353 (0)1 476 3429., CSO (Central Statistics Office), HSE (Health Service Executive): +353 (0)45 880400. Pawel Mierniczak Director at Małopolska Tourism Office 18.07 ul. Basztowa 24, krakow (malopolska tourism office) Project idea presentation; discuss the idea and the need of its implementation. Recived the contact to with Board of Polish Sanatoriums. Recived materials on the latest renovation program of sanatoriums, information on national and European Union funds for 2013-2015 for the promotion of wellness tourism facilties Anna Fijałkowska Małopolska Tourism Office Graphic designer CEO at ComBC sp. z o.o. 20.07 ul. Basztowa 24, krakow (malopolska tourism office) ul. Myslickiego, krakow oranzeria, krakow collecting materials about sanatoriums, spa, and wellness tourism in Poland ul. Basztowa 24, krakow (malopolska tourism office) ul. Kanonicza 20, krakow collecting materials on the most recent database of sanatorium ul. Basztowa 24, krakow (malopolska tourism office) collecting further materials for website database Kamila Jarosz Tomasz Brunarski Anna Franik Jan Wieczorkowski Pawel Mierniczak 154 21.07 28.07 Małopolska 28.07 Tourism Office Board 28.07.2012 member of the Union of Polish Spas Association, and a chairperson at Małopolska Tourism Office Director at 30.07 Małopolska Tourism Office Health Travel Europe Project idea presentation; discuss the idea and possibilities of graphic design Project idea prosentation, discussing technical aspects and requirements, website functionalities, first presentation of website's mockup. After the meeting sending the updated mockup through the e-mail with the list of functionalitis and service requirements. Based on that the website design creation cost will be defined. Mr. J. Wieczorkowski, a member of a Union of Polish Spas Association board and a vice-president of Malopolska Tourism Organization, with whom the project was consulted and who declared readiness to support its implementation. The project idea, the business profitablity, mailestones, industry needs, were discussed. Pawel Mierniczak Jan Wieczorkowski Tomasz Brunarski Kamila Jarosz Anna Twardowska Salvatore Sullis Mauro Cadoni 155 Director at Małopolska Tourism Office Board member of Polish S…. And a chairperson at Małopolska Tourism Office CEO at ComBC sp. z o.o. 16.08 ul. Basztowa 24, krakow (malopolska tourism office) discusing promotional opportunities through Polish Tourism Organization 17.08 ul. Kanonicza 20, krakow discussing the project progress, website design creation costs and functionalities, mockup, competitor analysis. Discussing the promotional needs and problems that I might encounter. 18.08 oranzeria, krakow presenting the website design creation costs. Discusing the functionalities and the required timing for website creation. Graphic designer Online marketing specialist Italian Tour Operator, main TO in Sardegnia 18.08 ul. Myslickiego, presentating the graphic design pricing for the krakow website. ul. 3maja 18, kraków discussing the project promotional costs through online promotion. 19.08 Kraków Presentation of the project idea. Discussing the needs of tourist from Sardegnia, what kind of treatments they would be interested in. Discussing possibile ways to cooperate with Mr. S. Sullis as an TO. Discussing needs of TO from such kind of website service. Director at Sardynia Tourism Office 23.08 Kraków Presentation of the project idea. Discussing the needs of italian tourist and market possibilities in Sardegnia. 18.08 Health Travel Europe 8. List of Medical Tourism Associations and Medical Travel Organizations: Medical Tourism Associations: Name: European Medical Description: Tourism NGO recently formed; based in Hungary. It intends to represent the interests Alliance of key stakeholders in the European medical tourism industry, harmonize the activities of the industry and improve patient mobility and the free choice of medical provider across Europe. Council on the Global Integration recently formed. Aims to create a sustainable organization in medical of Healthcare tourism made up of diverse individuals in the medical travel and globally health care industry. A non-profit, tax-exempt global NGO. Aims to build the largest and most comprehensive knowledge base for medical tourism and globally integrated healthcare. Medical Tourism Association an international, non-profit association consisting of international hospitals, insurance companies, healthcare companies, medical tourism companies. Based in the USA. Medical Tourism Organizations: Name: Description: Association of Travel Insurance it represents insurance bookers and intermediaries Intermediaries who specialize in travel insurance. Members offer a diverse range of travel insurance products both to the general public and to the travel trade. US Travel Insurance Association national association of insurance carriers, third-party (UStiA) administrators, businesses insurance involved agencies in the and related development, administration and marketing of travel insurance and travel assistance products. 9. 156 Health Travel Europe 10. Meeting Log Meeting Log meeting with whom? Cathal Gurrin function/ position? DCU when? where? Actions/ Decisions 29.05 DCU Proposal presentation, discuss the idea Brain Stone DCU 30.05 DCU discuss ideas + first proposals Cathal Gurrin DCU 02.06 DCU discuss the proposed idea Sandra Moffatt Fáilte org. 03.06 Sandra Moffatt Fáilte org. 12.06 the Helix, DCU, Dublin e-mail exchange passing contact and my enquiry to research and statistics in Fáilte Fáilte don’t have any data on medical tourism as it is not really within our remit as an organisation; Giving contact to: Tourism Ireland: +353 (0)1 476 3429., CSO (Central Statistics Office), HSE (Health Service Executive): +353 (0)45 880400. Pawel Mierniczak Director at Małopolska Tourism Office 18.07 ul. Basztowa 24, Project idea presentation; discuss the idea and the krakow (malopolska need of its implementation. Recived the contact to tourism office) with Board of Polish Sanatoriums. Recived materials on the latest renovation program of sanatoriums, information on national and European Union funds for 2013-2015 for the promotion of wellness tourism facilties Anna Fijałkowska Małopolska Tourism Office 20.07 ul. Basztowa 24, collecting materials about sanatoriums, spa, and krakow (malopolska wellness tourism in Poland tourism office) Kamila Jarosz Graphic designer CEO at ComBC sp. z o.o. 21.07 ul. Myslickiego, krakow oranzeria, krakow Anna Franik Małopolska Tourism Office 28.07 Jan Wieczorkowski Board 28.07.2012 ul. Kanonicza 20, member of krakow the Union of Polish Spas Association, and a chairperson at Małopolska Tourism Office Tomasz Brunarski 157 28.07 Health Travel Europe Project idea presentation; discuss the idea and possibilities of graphic design Project idea prosentation, discussing technical aspects and requirements, website functionalities, first presentation of website's mockup. After the meeting sending the updated mockup through the e-mail with the list of functionalitis and service requirements. Based on that the website design creation cost will be defined. ul. Basztowa 24, collecting materials on the most recent database of krakow (malopolska sanatorium tourism office) Mr. J. Wieczorkowski, a member of a Union of Polish Spas Association board and a vice-president of Malopolska Tourism Organization, with whom the project was consulted and who declared readiness to support its implementation. The project idea, the business profitablity, mailestones, industry needs, were discussed. Pawel Mierniczak Director at Małopolska Tourism Office 30.07 ul. Basztowa 24, collecting further materials for website database krakow (malopolska tourism office) Pawel Mierniczak Director at Małopolska Tourism Office 16.08 ul. Basztowa 24, discusing promotional opportunities through Polish krakow (malopolska Tourism Organization tourism office) Jan Wieczorkowski Board member of Polish S…. And a chairperson at Małopolska Tourism Office 17.08 ul. Kanonicza 20, krakow discussing the project progress, website design creation costs and functionalities, mockup, competitor analysis. Discussing the promotional needs and problems that I might encounter. Tomasz Brunarski CEO at ComBC sp. z o.o. 18.08 oranzeria, krakow presenting the website design creation costs. Discusing the functionalities and the required timing for website creation. Kamila Jarosz Graphic designer Online marketing specialist Italian Tour Operator, main TO in Sardegnia 18.08 ul. Myslickiego, presentating the graphic design pricing for the krakow website. ul. 3maja 18, kraków discussing the project promotional costs through online promotion. 19.08 Kraków Presentation of the project idea. Discussing the needs of tourist from Sardegnia, what kind of treatments they would be interested in. Discussing possibile ways to cooperate with Mr. S. Sullis as an TO. Discussing needs of TO from such kind of website service. Director at Sardynia Tourism Office 23.08 Kraków Presentation of the project idea. Discussing the needs of italian tourist and market possibilities in Sardegnia. Anna Twardowska Salvatore Sullis Mauro Cadoni 158 18.08 Health Travel Europe 11. Web Design Pricing Document 159 Health Travel Europe 160 Health Travel Europe 12. Glossary & Abbreviations: ABBREVIATIONS: MT – Medical Treatment WT – Wellness Treatment MTA – Medical Travel Agent TP – Treatment Planner TPE – Treatment Planner Enquiry GLOSSARY/ DEFINITIONS: Provider = Client = direct client. Provider is a Medical Treatment, Wellness Treatment or Medical Travel Agent company/ institution/ clinic/ hospital, etc. Patient = user = end user = visitor = indirect client. Patient is a person who is seeking information on international health (medical or wellness) travel services and products located in Poland. Medical Travel Agent = Medical Travel Tour Operator. Medical Travel Agent is a registered company operating on a health tourism market, offering service to people who are seeking treatment abroad. They help with flight arrangement, transportation, accommodation, procedures, and any other requirements that a patient might need during his treatment abroad. Spa - There are five different kinds of spa. All of them will be available on the website, that is why it is necessary to define each one: 161 Health Travel Europe A Spa is a business establishment that offers a range of beauty, health, therapeutic, and fitness treatments. A day spa is only visited for the duration of the treatment, as overnight accommodations are not available. A destination spa is a short term residential/lodging facility with the primary purpose of guiding individual spa-goers to develop healthy habits. Guests reside and participate in the program at a destination Spa instead of just visiting for one treatment. A destination Spa is often located in an exotic location. Historically over a seven-day stay, a destination Spa typically provides a comprehensive program that includes Spa services, physical fitness activities, healthy cuisine, seminars, and wellness education. A resort spa is usually located in a resort and offers similar services to destination Spas. A resort Spa is a good choice when one person wants spa and the other golf. A medical spa offers treatments that require a doctor's supervision, such as laser resurfacing and Botox injections. A mineral springs spa has natural mineral, thermal or seawater that is used in hydrotherapy treatments. 162 Health Travel Europe