Buhholcz

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

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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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