Destination Marketing in Health Cities Best Practice Germany & Austria Dipl.-Kfm. Matthias Buchholz - Budapest, 09.03.2010
Destination Marketing Workshop II Budapest
Kohl & Partner Hotel and Tourism Consulting German-speaking countries Central Eastern Europe (CEE) South Eastern Europe (SEE)
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ISO-certified UNWTO-member AQA-winner 2006
Destination Marketing Workshop II Budapest
Health and Medical Tourism Products by Kohl & Partner Real Estate Consulting
Infrastructure Development
Excellence in health & medical tourism
Health Destination Development
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Destination Marketing Workshop II Budapest
Contents
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European Market for Health & Medical Tourism
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Role of Destination Marketing in Health & Medical Tourism
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Best-Practice Destination Marketing Health Cities Germany / Austria
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Deductions for Hungarian Health Cities
Destination Marketing Workshop II Budapest
2 major Categories of Health Tourism
Medical tourism / Patient tourism • Inpatient and outpatient treatments • Cures • Medical Check-ups • Prevention etc.
Spa- and Wellnesstourism • Wellbeing • Beauty • Cosmetic • Relaxation
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Destination Marketing Workshop II Budapest
Legislative framework in the EU will foster cross-border health care within European borders • • • • •
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1% of the EU- healthmarket = ~ 10 bln Euro Development of a guideline Free choice of place of treatment within the EU Simplified reimbursement High potential in countries with an undeveloped healthcare infrastructure
Destination Marketing Workshop II Budapest
Quality is the major driver of medical tourism in Europe, low prices are major strength of CEE/SEE, Asia, South America Why do people travel for medical treatments? •
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Lacking skills for treatment possibilities in the homeland (91%) higher quality of treatment (78%) treatment by a well-known specialist (69%) reduced waiting period (64%) 48% due to a more favorable treatment price
Price-Level = Major Chance for Asia, Eastern Europe, South America
Eurobarometer (Gallup Institute, 2007)
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Destination Marketing Workshop II Budapest
Euro Health Consumer Index 2009
Health Consumer Powerhouse
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Destination Marketing Workshop II Budapest
Health & Medical Tourism Incoming-Potential to CEE
High Potential Mid Potential CEE
Low Potential
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Destination Marketing Workshop II Budapest
Contents
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European Market for Health & Medical Tourism
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Role of Destination Marketing in Health & Medical Tourism
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Best-Practice Destination Marketing Health Cities Germany / Austria
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Deductions for Hungarian Health Cities
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Destination Marketing Workshop II Budapest
Destination Management 1
Development of a masterplan for the destination
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Realisation of cooperations in the destination
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Development of products and new attractions
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Professional strategic and operative tourism marketing
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Development of a professional tourism organisation
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Quality management and quality improvement-program
Sustainable health & medical tourism destination development
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Destination Marketing Workshop II Budapest
Which questions of the medical tourists need to be answered by the providers and how? „Who offers my treatment?“ „Who is paying my treatment?“ „Where do I have to go?“ „Who speaks my language?“ „Who organises my medical treatment?“ „Who organises my transfer and VISA?“ „Where is my family accomodated?“
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Destination Marketing Workshop II Budapest
Health Cities offer a complex Service-Chain Authorities, fairs, diplomacy, insurance systems, int. contracts
Organisation and administration of the suppliers, finances, personnel, IT-systems, quality standards
Family doctor visit/ IT-platform/ fair
Patient Service Hotel- / Hotel run contained/accomodation/ Gastro International Department
outgoingtransport
Health Care Unit
Return transport Family doctor visit
Rehabilitation / Documentation
Infrastructure Health service, Tourism, Transport, etc.
Source: Kohl & Partner 13
Destination Marketing Workshop II Budapest
The medical tourism destination is an interdisciplinary cluster and requires a management body Outpost IT-Platforms Tourist feature
Patient service / interpreter
Surgery Medical Center
Gym
Patientmediator
health destination of the future
Clustermanagement + DMO
Hospital Insur ance Source: Kohl & Partner 14
Public authorities
University Hotel
Organisation Certifier
Retail
Rehabilitation
Destination Marketing Workshop II Budapest
Destination Branding for Health Cities Political Level Destination Level
Company Level Personal Level
professors, testimonials, etc.
Destination Marketing Workshop II Budapest
Contents
1
European Market for Health & Medical Tourism
2
Role of Destination Marketing in Health & Medical Tourism
3
Best-Practice Destination Marketing Health Cities Germany / Austria
4
Deductions for Hungarian Health Cities
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Destination Marketing Workshop II Budapest
Destination Marketing Workshop II Budapest
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Destination Marketing Workshop II Budapest
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Destination Marketing Workshop II Budapest
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Destination Marketing Workshop II Budapest
Bad Kissingen – The most famous health city in Germany
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Destination Marketing Workshop II Budapest
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Destination Marketing Workshop II Budapest
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Destination Marketing Workshop II Budapest
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Destination Marketing Workshop II Budapest
Contents 1
European Market for Health & Medical Tourism
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Role of Destination Marketing in Health & Medical Tourism
3
Best-Practice Destination Marketing Health Cities Germany / Austria
4
Deductions for Hungarian Health Cities
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Destination Marketing Workshop II Budapest
Impact on health & medical tourism development
To Do-List Health City Marketing in Hungary high Cooperation with tour operators Price ValueRelation
Cooperation with health insurances QUALITY Hard- and Software Investments Education
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Destination brand development
high Priority
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Cluster building
Destination Marketing Workshop II Budapest
3-fold Development Program on the company level Management System / Organization / HRM Product-Service / Quality Management Marketing, Branding & Sales
Excellence program for health & medical tourism on the company level
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Destination Marketing Workshop II Budapest
3-fold Development Program on the destination level Destination Management & Organization Quality Program for Health & Medical Tourism Destinations Marketing & Sales Optimization Program for Health Destinations
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Excellence program for health & medical tourism on the destination level
Destination Marketing Workshop II Budapest
Distribution Channels for Incoming Health / Medical Tourists Demand Side
Distribution Channels
Pension Funds
Cross-Border Health Care
Health Insurances Companies
Examples
Trade Fair/ Diplomacy Travel Agent / Tour Operator
Self-Payors Healthy Sick
Diagnostic Center Patient Mediator IT-Platform
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Destination Marketing Workshop II Budapest
Deductions for Hungarian Health Cities Cluster-Initiatives / PPP-Networks / Brand
Contract Med. Facilities – International Patient Mediators
Development Program Destination Level
Governmental Support / Hungarian High Diplomacy Health & Medical Tourism Development Program Market Systematic Cross-Border Health Company Level Care / Insurance Contracts
Thank you for your attention!
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Destination Marketing Workshop II Budapest
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