SHIFT TOWARDS VALUE IN AESTHETIC MEDICINE IN UAE MARKET TRENDS REPORT BY AMERICAN ACADEMY OF COSMETIC SURGERY HOSPITAL
AMERICAN ACADEMY OF COSMETIC SURGERY HOSPITAL • The American Academy of Cosmetic Surgery Hospital (AACSH), a leading health provider dedicated to cosmetic and reconstructive surgery and a reference center in the Middle East, has conducted a review of aesthetic medicine trends in 2016 and discusses the outlook for 2017 in this report. • The only cosmetic and reconstructive surgery hospital in the Middle East, also acting as an educational center, AACSH has recorded 11% Y-o-Y increase of visitors from the UAE, the region and the world and is well-positioned to record and track statistics, and evaluate them to provide an overview of aesthetic medicine trends in Dubai. • Information released is based on data collected through the hospital information system of the American Academy of Cosmetic Surgery Hospital and is submitted regularly to the Healthcare Authorities
AMERICAN ACADEMY OF COSMETIC SURGERY HOSPITAL • The global aesthetic medicine market is expected to reach USD 11.9 billion by 2022, according to a new report by Grand View Research, Inc. • Some key drivers of the market include growth in aging population, increasing disposable income, and increasing awareness about the efficacy of aesthetic treatments. • This expansion of the market brings vast opportunities for healthcare providers globally and in the UAE, but at the same time carries substantial responsibility towards visitors to provide highest quality of service and best-in-class, qualified professionals who will meet the standards of the increasingly discerning patients and allow providers to differentiate themselves from the competition.
AMERICAN ACADEMY OF COSMETIC SURGERY HOSPITAL • In addition, in today’s world of wide access to services, customer service truly sets healthcare providers apart. • When patients interact with healthcare providers, they no longer compare their service quality with other healthcare providers but rather companies within the hospitality industry, financial services industry, and others that have set high standards of customer service. • This shift indicates that healthcare providers need to move out of their comfort zone and away from the traditional perception of their purpose, while engaging a completely new set of rules.
AMERICAN ACADEMY OF COSMETIC SURGERY HOSPITAL • The most notable trend by far is the ever increasing shift towards value. • Majority of patients, regardless of whether they are seeking cosmetic or medically required reconstructive procedures, are opting for higher quality services embedded in tailored care management solutions based on specific needs. • AACSH has recognized this trend from the outset and has ensured it provides a strong combination of technology and requisite clinical skills. • The concept of patient-centered care will continue to define aesthetic medicine and will become a differentiating factor in the decision-making process for majority of patients.
AMERICAN ACADEMY OF COSMETIC SURGERY HOSPITAL • In addition, patients are progressively savvy about qualifications of the service providers and healthcare professionals. • Obeying strict standards that take into account safety and quality of care while also being cognizant of cultural needs at the local level is no longer an option, but critical to patient satisfaction. Therefore, accreditation is gaining importance across the entire healthcare spectrum. • Healthcare providers that continuously undertake the rigorous process to become a facility that upholds the highest quality and standards of excellence in care are increasingly sought after. • Today’s patient deserves and should demand this level of quality and care excellence as the key decision-making factor. • AACSH was the first hospital to open in Dubai Healthcare City back in 2008 and was the first hospital in the health free zone to receive Joint Commission International (JCI) accreditation in 2009. • Earlier this year, AACSH received the third consecutive JCI’s Gold Seal of Approval®, making it the only cosmetic surgery hospital in the UAE to hold such certification. • Such international recognition as well as its best-in-class team of surgeons, doctors and nurses, make AACSH an obvious choice to patients seeking both cosmetic and reconstructive surgery
MOST REQUESTED PROCEDURES IN 2016 • According to the hospital’s statistics the 5 most popular cosmetic surgical procedures in 2016 were liposuction (38%), abdominoplasty (20%), breast surgery (18%), rhinoplasty (9%), and cosmetic gynecology (5%). • These findings showcase that patients in Dubai or travelling to Dubai to avail cosmetic surgical procedures are in line with global trends with minor differences. • Namely, according to the latest statistics published by International Society of Aesthetic Plastic Surgery (ISAPS), the most frequently performed surgical procedures across the globe in order of popularity are breast augmentation, liposuction, eyelid surgery and abdominoplasty.
MOST REQUESTED PROCEDURES IN 2016 Top 5 surgical procedures in 2015
Top 5 surgical procedures in 2016
Ranking
Liposuction (40%)
Liposuction (38%)
→
Breast surgery (18%)
Abdominoplasty (20%)
↑
Abdominoplasty (14%)
Breast surgery (18%)
↓
Cosmetic Gynecology (10%)
Rhinoplasty (9%)
↑
Rhinoplasty (8%)
Cosmetic Gynecology (5%)
↓
CHANGES IN VISITORS PROFILES • Visitors of over 100 different nationalities have sought treatment at AACSH in 2016. • The majority of new patients visiting the hospital are predominantly UAE nationals (44%) and at almost the same level as in 2015.
CHANGES IN VISITORS PROFILES • However, the diversity of international patients at AACSH has seen quite a few changes compared to 2015. • Saudi nationals are still the second largest group of visitors and their number has even increased by 4.7% Y-o-Y. • However, British patients have been overthrown from the third position by Qatari visitors. • Kuwaitis and Iraqis held fifth and sixth position respectively in 2015, but their numbers have dropped in 2016 by 50% and 16% respectively and their places have been taken by Omanis (increase of 9.5%) and Egyptians (increase of 5.5%).
CHANGES IN VISITORS PROFILES
CHANGES IN VISITORS PROFILES Overall, MENA patients accounted for 15%, GCC 11%, Europe 8% and 23% from other countries.
INVESTING IN THE COMMUNITY • In 2017, the management of AACSH will continue to develop and grow existing services and in parallel continue to drive two very distinctive offerings – professional education and public awareness and medically required reconstructive surgical expertise for patients with burns, congenital defects as well as for victims from conflict torn areas. • Throughout this year AACSH will be reaffirming its commitment to providing continuous healthcare education to healthcare professionals both within UAE and beyond catering to the underserved market needs. • 2017 will see an increase in educational activities focusing on knowledge transfer for doctors and nurses, bringing to the UAE new technologies from more mature markets, such as USA, Brazil and Europe, and organizing demonstrations in live surgical and non-surgical workshops. • With this commitment to remain a leading teaching hospital, AACSH aims to elevate aesthetic medicine practices in UAE.
INVESTING IN THE COMMUNITY • When it comes to medically required reconstructive surgery, AACSH has taken a significant step towards value for patients. • To ensure easy access for patients to avail these services, AACSH has signed an agreement with more than 30 insurance companies and third party administrators in the UAE, which now cover these procedures. • In addition, to further enhance customer service and quality of patient care, but also to support UAE’s efforts towards digital interactive healthcare system by 2018, AACSH is planning to invest in interactive patient healthcare platform that will engage patients in their care and streamline clinical workflows leading to improved outcomes in patient satisfaction, health and safety.
INVESTING IN THE COMMUNITY • In 2016, AACSH has further reinforced its commitment to those in need, by sponsoring a baby from Saudi Arabia with a giant congenital nevus. • Aleen Faisal Al Rahil Al Hanif, was born with a case of congenital pigmented dark-colored, hairy, patch of skin which is found in newborns or appears in the first year of birth and usually grows with age. • In addition, the hospital provides ongoing support to the community and currently partners with the Palestine Children’s Relief Fund (PCRF), Red Crescent, Dubai Health Authority, Abu Dhabi Health Authority and a number of NGOs and not-for-profit bodies which evaluate each case ahead of seeking support from AACSH.
INVESTING IN THE COMMUNITY • This commitment to contribute to the community will take an even greater meaning in 2017, as UAE has embarked on the Year of Giving declared by the UAE’s President His Highness Sheikh Khalifa bin Zayed Al Nahyan. • With the Emirates Red Crescent announcing that a large number of Yemeni people, who suffered injuries during the war would receive medical treatment in UAE hospitals, AACSH will increase its focus on pressing issues.
CONCLUSION • Growth of the medical tourism in the UAE is bringing benefits to both patients and medical practice and cosmetic and reconstructive procedures are among the fastest growing and the most popular among medical tourists in Dubai. • Despite the majority of patients visiting the hospital predominantly travelling from across the UAE, the rise of visitors from Europe and other countries outside the region, alongside continuous increase of visitors from KSA, who have recognized substantial shift towards the value is evident. • People in general are more educated, more aware and have easier access to quality information, hence are demanding from their healthcare providers not only high quality care, but exceptional customer service and personalized approach. • International patients especially require a dedicated approach that will ensure care-free experience while undergoing medical interventions. AACSH has therefore established a specialized team for such patients including international patient coordinators, concierge service desk, a number dedicated to international patients only where coordinators can be reached directly, assistance with visa, hotel and travel matters prior to treatment.
CONCLUSION • American Academy of Cosmetic Surgery Hospital is a comprehensive medical and cosmetic facility that accommodates the needs of the region by providing optimal care, services, training, public awareness and community outreach. • The medical team consists of world-renowned dermatologists, cosmetic, plastic and reconstructive specialists, head and neck, oral and maxillofacial surgeons, hair transplant surgeons, nutrition specialists and wellness therapists. • With its location right here in Dubai Healthcare City it has significantly contributed to the direction of aesthetic medicine tourism towards Dubai and the United Arab Emirates