ISSN 2459-8305
ISSUE 3 • 2018 • YEAR II
Issue 3 • 2018 • Year II
EUROPEAN HEALTH TOURISM - FUTURE AND CHALLENGES
N O I T A T I D y E t i l R a C u AC ance of Q r u s s A
F COREE PY
8 1 0 2 ing g n a h C ld of or s W e h t s e n l l e W
w e i v Inter a
m r e V i Ja
e r a c h t l a e H n i s d Tren ement Manag
EUROPEAN HEALTH TOURISM Future and Challenges
SPECIAHTI NEWS L SUPP LEMEN T
ISSN 2459-8305
City of Z
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Workplace Wellness
p.46
Energy of Water
p. 86
5-Star Hotel Experience
p.102
Choose Croatia Airlines for your business and leisure travels! Croatia Airlines, the Croatian flag carrier, is a mid-sized European airline in constant growth. In its 28 year existence, it has connected Croatian cities with the most important European centres and, through them, the entire World. The utmost attention is paid to the confidence and satisfaction of passengers, which is why the company constantly works on improving and developing the quality of its services. On all flights passengers are offered food and beverages free of charge which vary depending on the class of travel, the flight duration and the part of the day. In 2017 Croatia Airlines has introduced a FlyEasy fare class which brings you more convenience during your travel with no checked-in luggage.
Photo: S. Jungić
Special attention is paid to the maintenance of aircraft both within their own fleet and also for the third parties. This is an additional guarantee of safety, one of Croatia Airlines’ most important business segments. During last summer season, Croatia Airlines has flyed to 38 destinations in 24 European countries. 2017 was the second consecutive year in which Croatia Airlines expands its network with four international routes. Croatia Airlines has offered flights to four new destinations - Stockholm, Helsinki and Oslo. Also the airline introduced direct international flights between Zagreb and Bucharest. The airline continue to fly on the routes from Zagreb to Lisbon, Milan, Prague and St. Petersburg. This year, the first time in the company’s history, Croatia Airlines is introducing regular international flights on the Zagreb - Dublin route. Flights will be operated twice a week, on Thursdays and Sundays, from 3rd May to 28th October 2018. This way the company provides strong support to the development of Croatian tourism and the overall business sector. More information about the company is available at the website www.croatiaairlines.com or by telephone at: +385 1 6676 555.
Easy to your desired destination!
Photo: J. Ĺ kof
Fly with Croatia Airlines to magnificent Croatian cities of Zagreb, Dubrovnik, Split, Zadar and Pula. Our modern fleet, professional staff and quality service guarantee your satisfaction. Visit our website, check our offers and buy your ticket. Photo: S. Jungić
072 500 505
+385 1 6676 555 _ m. croatiaairlines.com
croatiaairlines.com
My airline.
Issue 3 • 2018 • Year II
ISSN 2459-8305
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NaslovNica
ISSUE 3 • 2018 • YEaR ii
Issue 3 • 2018 • Year II
EURoPEaN HEalTH ToURisM - FUTURE aND cHallENGEs
ION DITATuality ACCRE fQ o e c n Assura
F coREE PY
2018 ing Chang orld of the Wellness W
view
Inter a Jai Verm
re Healthca Trends in ent Managem
Conte nts
EUROPEAN HEALTH TOURISM Future and Challenges
HTI NEWS SPECIAL SUPPLEME NT
City of
ISSN 2459-8305
ZAGREB
Workplace Wellness 1
p. 46
Energy of Water
p. 86
5-Star Hotel Experience
p.102
ISSN 2459-8305 PUBLISHER Nativa Media Ltd. Roginina 6, 10 000 Zagreb, Croatia T: + 385 (0) 1 7701 390 Email: info@naturala.hr EDITORIAL BOARD EDITOR-IN-CHIEF Andrea Šitum EXECUTIVE EDITOR Viktorija Antolković MARKETING Željko Šitum zeljko@naturala.hr ART DIRECTOR Filip Dinstl GRAPHIC DESIGN Atlantis, Zagreb TECHNICAL SUPPORT Story Editor, editorial system TRANSLATION Dialogo, Zagreb PHOTO COPYRIGHT Depositphotos PRINT Kerschoffset Zagreb Ltd.
14 EDITOR’S CHOICE
14 Interview Anna Athanasopoulou HEALTH TOURISM
HTI Event Coordination Centre ETATMED Ltd. Strojarska cesta 20, 10000 Zagreb, Croatia M: +385 (0) 91 2381 823 P: +385 (0) 1 5533 705 Email: info@hticonference.com www.hticonference.com © 2018 HTI NEWS. All rights reserved. Copying in any form, renting, making public in any form, including on the Internet, as well as modifying in any way, any part or the entire publication is not allowed without a writen consent of the rights holder.
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28 Accreditation: Assurance of Quality
LUXURY TRAVEL
52 VIP Needs in Luxury Healthcare 92 Luxury Wellness 102 Redefining Luxury
36 Doctor’s Notes from the Future WELLNESS & SPA 46 Workplace Wellness 40 Middle East: The Place to Be 86 Energy of Water 70 Rethinking Quality in Healthcare 94 Road to Vitality - Balance of 82 Croatia: Year-Round Tourism Body, Mind and Soul Destination 108 Wellness Trends DESTINATIONS
26 City of Zagreb 56 Split – since the Roman Times 78 Kvarner Destination of Health
GASTRONOMY & NUTRITIONISM
112 When Peru Meets Paris 116 Book Gluten-Free
“Accreditation is an external validation of an organization’s commitment to quality” p. 28
28
26
36 116
94 46
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Editorial
D
ear readers, Wouldn’t it be wonderful if we could, only for a moment, get a glimpse into the future and see exactly what is awaiting us? Wouldn’t it be easier to, enriched by such knowing, adjust the actions that we make daily in both our personal and business life, to correct potential mistakes? Because what we choose to do today greatly influences how the future unfolds. This is the reason why we didn’t dedicate this issue of HTI News magazine to the present of health tourism, but rather to the best vision of its future, the vision many of our interviewees strive for, as do the experts from various fields of health tourism, main organizations of the EU and its member states, like Croatia, who have set out to accomplish very clear aims in this regard within the decades to come. In this issue you can find an interview with Anna Athanasopoulou, Head of Unit - Tourism, Emerging and Creative at European Commission, who elaborates on the competitive advantages of the European health tourism and the challenges regarding its future development (p. 14). This issue also features another great interview with Jai Verma, Global Head of B2G Segment at Cigna International who introduces the vision for the health tourism of the Middle East (p. 40), as well as an interview with Karen Timmons, Global Healthcare Accreditation CEO with whom we talked about the importance of certifying in the health tourism industry (p. 28). Zagreb, the capital of Croatia is making advancements in the area of health tourism in accordance with the development of the European health tourism. You can read all about it in our special edition supple-
ISSN 2459-8305
ZaGreB - centre oF MeDIcaL
EUROPEAN HEALTH
IntervIew
Marie Renée-phan Ste o
Ne WS
TOURISM INDUSTRY
MAGAZINE
HTI ConFEREnCE
Zagreb
Financing the Expansion of Global Healthcare
01-03/03/2018
Issue 2 • September 2017
• Year I
Market g in Health Toin ur ism
The New Face of Wellness
eXceLLence
There is Only One
ZagREb IssN 2459-8305
8
Andrea Šitum, Editor-in-Chief
• year I
www.issuu.com/htinews
Issue 2 • september 2017
Read HTI News Magazine Online!
ment on the p. 26. Renée-Marie Stephano, President and Co-Founder of Medical Tourism Association writes about the future of workplace wellness, how it influences both employees and employers (p. 46). Dr. Cenk Tezcan, Co-Founder at Be Wise is an author of a futuristic article on the near future of healthcare, robots, telemedicine and 3D printers, with the help of which we will be able to, imagine this, print medications (p. 36). Rania Kimrakji, Founder and Managing Director of Royalty Consultants talks about the necessary prerequisites for working with VIP clients (p. 52), Sharon Hirschowitz, Global Head of Media & Communications ILHA takes us to the world of luxury wellness (p. 92), Prof. Paulo Moreira, Editor-inChief IJHM, writes about healthcare quality management (p. 70), and Zdeslav Radovčić, HTI Conference Director, explains how to choose your next healthcare destination (p. 22). Discover the wellness trends for 2018 (p. 108), how to choose a hotel or restaurant if you have celiac disease (p. 116) and what exactly makes a 5-star hotel experience (p. 102). In the end, read an interview with our culinary star – in Manko restaurant, chef Ruben Escudero managed to blend Parisian fine dining and South American flavours (p. 112), and in near future he wishes to open his own restaurant. We hope you will enjoy the contents of the latest HTI News edition, which we prepared for you with great pleasure.
TOP 5 Medical Tourism Des
Luxurious Spa Treatments
tinations
p. 112
Rest, Relax, Restore and
Repeat
p. 108
F co ree py
THERMAL RESORT LAŠKO Hotel • Wellness • Thermal pools Ayurveda • Medical Centre Congress Thermana d.d., Zdraviliška cesta 6, 3270 Laško www.thermana.si | info@thermana.si 080 81 19 | 03 423 21 00
Health tourism || HTI CONFERENCE
HTI CONFERENCE Next Stop Brussels
The 9th European Health Tourism Industry Conference will be held on the 26-27 November 2018 in Brussels, Belgium
H
TI Conference, the biggest European health tourism event and number one meeting place for all health tourism stakeholders, is launching a 24-hour condense concept in Brussels during the European Health Day. This event will present the opportunity to connect buyers and sellers outside of the traditional trade show in the form of prearranged one-on-one business meetings. So save the date for the 9th European Health Tourism Industry Conference, which will be held on the 26-27 November 2018 in Brussels, Belgium.
PATRONAGE
HTI PARTNERS
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News & Trends
HEALTH TOURISM News & Trends SUSTAINABILITY AND WELLNESS GO HAND IN HAND
A study published by Cushman & Wakefield revealed that the tourism industry in Portugal is likely to grow due to the rise of luxury hospitality. The study highlights destinations such as the Algarve, Lisbon, Porto and Madeira as especially appealing to the foreign capital and recognizes their potential for luxury tourism. Together with investments in higher category facilities, the main trends of the evolving tourism sector in Portugal include several niche products such as nature, culture, surf and a new ‘sun & beach’ approach.
Photo: Andrea Šitum
Boom of Luxury Hotels in Portugal
Comfort and adventure, modernity and tradition, tourism and national park - although at first glance contradictory, these features are perfectly combined in the Gradonna Mountain Resort Châlets & Hotel, Austria. Everything in this top resort is focused on nature and sustainability. The complex is made of wood, a traditional building material in the Alps, and because of underground parking and a garage blending in with the landscape, the resort is completely car-free. The idea behind Gradonna’s construction is the smart philosophy of sustainability, so most of the elements that were found during construction were re-used when developing the complex.
WellHotel Certification Starting in Europe
WMTC 2018 WILL BE HELD IN ORLANDO, USA The World Medical Tourism & Global Healthcare Congress, the most comprehensive international healthcare conference and tradeshow in the industry of medical tourism, will be held from the 28-30th October 2018 in Orlando, Florida. Organised by the Medical Tourism Association, first international non-profit association for health tourism and the global healthcare industry, the congress brings together top international hospitals, healthcare providers, facilitators, insurance companies and other parties to discuss building a quality global healthcare infrastructure.
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Medical Tourism Association (MTA), the world’s largest association of medical tourism, will provide the WellHotel Certification in Europe in cooperation with the HTI Conference. The certificate stands as confirmation of the excellence of content and wellness processes, with holders within the world’s leading hotel groups and brands. Prerequisites include at least a 4-star rated hotel, in business longer than a year, offering at least three packages containing hotel, wellness and healthcare programs, wellness offers including recreation, relaxation, healthy nutrition, beauty programs and spiritual activities (at least 3 of the listed) and a website in the English language.
Recharge Your Brain ESPA Life spa at Corinthia Hotel London offers relaxing and uplifting rituals to promote the wellbeing of body and mind. Brain Power Day Spa treatment is perfect for refocusing a busy mind, calming and helping to soothe and reduce tension. An energetic full-body treatment utilises bamboo sticks to elongate tight muscles and improve flexibility, followed by a de-stressing scalp massage to promote mind balance and calm. The treatment includes Pranayama breathwork, which helps to bring clarity and positivity, ending with a light lunch from a Brain Power Menu in the Spa Lounge.
News & Trends || AROUND THE GLOBE
BRUSSELS BERLIN LONDON LAS VEGAS
MOSCOW KIEV
MILAN
ORLANDO
FOZ DO IGUAÇU
JOHANNESBURG
HTI News Magazine Travels the World
H
TI News Magazine, Special Edition magazine published for HTI Conference in 2018, will travel the world and participate in promoting European health tourism on several high-profile events. Premiering at the 8th HTI Conference in Zagreb, new issue travels to ITB Berlin on the 7-11th March, to a business platform for global touristic offers. After the MedShow held in Moscow on the 16-17th March, the next station is InterCare Milan on the 10-11 May, Italy’s first international Medical Tourism Trade Fair. From the 13th to 15th May the next destination is Shanghai and the International Medical Tourism Fair in China, and on the 29-31th May heading to Johannes-
SHANGHAI
burg and the Africa Health Exhibition. September is reserved for Termatalia, a fair specialising in thermal and wellness tourism, held on the 19-21st September in Foz do Iguaçu, Brazil. In October HTI News Magazine travels to the Medical Travel Exhibition and Conference in Kiev on the 3-5th October, ILHA Inspire Summit in Las Vegas on the 8-9th October and the World Medical Tourism & Global Healthcare Congress in Orlando, USA on the 28-30th October. The next destination is World Travel Market in London on the 5-7th November, following by HTI Conference in Brussels on the 26-27th November. The year ends in Moscow for Russian Health Care Week, an international scientific and practical forum held from 3-7th December.
ITB BERLIN
Berlin, 7-11 March 2018
MOSCOW MEDSHOW Moscow, 16-17 March 2018
INTERCARE
Milan, 10-11 May 2018
CHINA INTERNATIONAL MEDICAL TOURISM FAIR Shanghai, 13-15 May 2018
AFRICA HEALTH
Johannesburg, 29-31 May 2018
TERMATALIA
Foz do Iguaçu, 19-21 September 2018
MEDICAL TRAVEL EXHIBITION AND CONFERENCE Kiev, 3-5 October 2018
ILHA INSPIRE SUMMIT Las Vegas, 8-9 October 2018
WORLD MEDICAL TOURISM & GLOBAL HEALTHCARE CONGRESS Orlando, 28-30 October 2018
WORLD TRAVEL MARKET London, 5-7 November 2018
9TH HTI CONFERENCE
Brussels, 26-27 November 2018
RUSSIAN HEALTH CARE WEEK Moscow, 3-7 December 2018
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Editor's choice || EUROPEAN HEALTH TOURISM
EVER-CHANGING CIRCUMSTANCES European tourism faces many challenges, which are also relevant for the specific sector of health tourism - keeping up with the fast evolution of both the digital and online market, expectations of tourists and need to find and retain professionals with the right skills
“Reducing tourism seasonality is a priority for many EU destinations – on one hand, it contributes to the sustainable development of a destination and, on the other, it enhances social inclusion and accessibility for all”
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Editor's choice || EUROPEAN HEALTH TOURISM
What’s Ahead? Future and Challenges of European Health Tourism
Anna Athanasopoulou, Head of Unit – Tourism, Emerging and Creative in European Commission, shares her vision of the future of European tourism and the role health tourism can play in it
A
nna Athanasopoulou has been working for the European Union since 2002 in various culture-related and humanitarian services. After serving as Deputy Head of Unit – Creative Europe, in October 2017 she took on the new position of Head of Unit – Tourism, Emerging and Creative in European Commission, where she is in charge of policy development and coordination of activities in the areas of tourism and creative industries.
AUTHOR Andrea Šitum
health tourism is a key source of growth and jobs and the central part of their tourism offer. I cannot name any country individually – it would be unfair.
What is perhaps worth stressing is that we see good practices and positive spill-over effects on the local economy and society, when tourism-related investments are well
In Europe, health tourism has a long tradition and a number of EU Member States have developed high quality health tourism infrastructure and services. Which country members have key player’s role in European health tourism? - For many European countries and regions
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Editor's choice || EUROPEAN HEALTH TOURISM embedded in horizontal local development strategies and build on the comparative advantages of the each region and locality. This is also true for investments in health tourism, where diversification of the offer and quality of provided services are key poles of attraction. For instance, we see it very clearly during the competition we run every year for EDEN - European Destinations of Excellence in sustainable tourism. Many lesser known European destinations have found a way to attract visitors by promoting a new way to travel in Europe, drawing on local assets and value. “Health and well-being tourism” will be the theme for the selection of new EDEN destinations in 2019. We expect to select around 25 new destinations and you will see that many hidden gems will be uncovered in different EU Member States. When we compare health tourism in the EU to other competing destinations, what are our strengths and weaknesses? - Europe as a tourism destination has many comparative advantages, ranging from our extraordinary and rich cultural and historical heritage to highly diverse natural landscapes, vibrant cities and high-quality services offered by trained professionals. This is why Europe remains the top tourism destination globally and many EU Member States are among the leading destinations each year. Health tourism in Europe relies on tradition, natural resources and top quality infrastructure. Our offer is diversified in terms of services offered and accessibility. This is a strength we should continue to develop. At the same time, we need to further exploit our advantages by offering innovative and customised tourism products that are in sync with emerging market trends and the evolving expectations of travellers, in particular international travellers. The capacity to adapt to new demands of the long-haul markets, while maintaining a high quality service, is certainly a challenge for European health tourism destinations, but it is also a measure of success. According to the Research for TRAN Committee - Health tourism in the EU, health tourism revenues total approximately €47 billion, which represents 4.6% of all tourism revenues and 0.33% of the EU28 GDP. But, do we have enough data to estimate the size and growth of the European health tourism industry? - Allow me to answer your question by taking a broader angle on the European tourism industry. It is true that sound evidence is a fundamental condition for effective policy-making. For this reason, we have developed a framework on the collection of
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Anna Athanasopoulou, Head of Unit – Tourism, Emerging and Creative in European Commission
“For many European countries and regions health tourism is a key source of growth and jobs, as well as the central part of their tourism offer”
on a dedicated website - the Virtual Tourism Observatory. In addition, we support international organisations, such as OECD, UNWTO and the European Travel Commission, to help consolidate the collected data and analyse trends of the EU tourism market. This information feeds into our policy work on tourism at European level and supports policy development in our Member States.
tourism statistics in the European Union. The collection of data relevant to tourism is made by Eurostat in line with the EU Regulation on the collection of tourismrelated statistics. The collected data form a useful body of evidence and give a general overview on the size and economic importance of tourism in the EU. As regards the specific sub-sectors of the tourism industry, the availability of Eurostat data is limited, for instance, to accommodation, travel agents and tour operators. This is complemented by data and research carried out by Member States, the industry and other relevant stakeholders on their own initiative. Moreover, the European Commission has been making an effort to build a solid socio-economic knowledge of the European tourism sector by collecting and publishing statistical data, research reports and studies
What are the biggest challenges to keep the European health tourism market share and can we expect an increase in the next decade? - European tourism faces many challenges, which are also relevant for the specific sector of health tourism: keeping up with the fast evolution of digital and online market developments, ever-changing expectations of tourists for an authentic and personalised experience, the need to find and retain professionals with the right skills and to attract sustainable investments. Despite all these challenges, the good news is that tourism in Europe is doing well. Last year, it has recorded the highest results in the last seven years of consecutive growth. According to the latest UNWTO World Tourism Barometer, international tourist arrivals grew by a remarkable 7% in 2017
Editor's choice || EUROPEAN HEALTH TOURISM
to reach a total of 1,322 million. This strong momentum is expected to continue in 2018 at a rate of 4%-5%. Moreover, the contribution of tourism to EU GDP, as forecasted by WTTC travel and tourism economic impact report, is expected to grow by an average of 2.2% per year in the next decade. The share of the health tourism sector in this will be strongly influenced by the industry’s capacity to take their future in their hands and turn challenges into opportunities. Right now wellness tourism with twothirds to three-quarters dominates EU health tourism – what are the plans for funding and further development of medical, wellness and spa tourism? - Tourism does not have a dedicated funding instrument at European level. Thanks to the horizontal relevance of tourism, tourism stakeholders may receive support under different funding instruments, namely in the area of regional development and cohesion policy, support to SMEs and skills. In addition, the European Investment Bank supports investment opportunities in the tourism sector, including medical, wellness and spa tourism. A large segment of EU funding comes from Structural Funds, mainly from the
Regional Development Fund (ERDF), which support the development of EU regions. Financial support is based on horizontal objectives such as improving competitiveness, capacity building or enhancing energy efficiency. Therefore, any sectoral projects may benefit from funding as long as they fulfil the horizontal objectives and feature
In Sync with Emerging Trends Health tourism in Europe relies on tradition, natural resources and top quality infrastructure. But Europe needs to further exploit its advantages by offering innovative and customised tourism products that are in sync with emerging market trends and the evolving expectations of travellers
in their Region’s Operational Programme. In total, €3.5billion have been earmarked for the period 2014-2020 to fund tourism SMEs, tourism services and public tourism assets in the EU regions. Similarly, under COSME - Programme for the Competitiveness of Enterprises
and SMEs, the direct financial support to the tourism industry aims to improve the competitiveness of small and medium-sized businesses in the tourism sector, without any specific link to any sub-sectors of the tourism industry. We try to use the modest budget at our disposal in an efficient way to support transnational cooperation and diversify the European tourism offer. The limited scale of our resources does not allow for a targeted support of specific tourism sub-sectors such as medical, spa or wellness tourism, but these sectors may still benefit under horizontal actions. For instance, a project on wellness and wellbeing experience across the European Routes of the olive tree received funding in 2015 under a general action supporting sustainable cultural tourism products (Well-O-Live, www. wellolive.eu). Can health tourism have greater impact on reducing tourism seasonality? - Extending the touristic season is a priority for many EU destinations and a shared priority at European level. Reducing tourism seasonality is ultimately a question that concerns both destination managers and visitors. On one hand, it contributes to the sustainable development of a destination and, on the other, it enhances social inclu-
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Editor's choice || EUROPEAN HEALTH TOURISM
“European tourism has recorded the highest results in the last seven years of consecutive growth. According to the latest UNWTO World Tourism Barometer, international tourist arrivals grew by a remarkable 7% in 2017 to reach a total of 1,322 million. This strong momentum is expected to continue in 2018 at a rate of 4%-5%�
Anna Athanasopoulou, EC
sion and accessibility for all. For this reason, we have run targeted actions at EU level, for instance, in 2014, to increase tourism flows in low/medium seasons for seniors and youth and, in 2015, to support sustainable tourism products, under which health tourism projects were funded. HTI Conference has initiated the establishment of umbrella associations for health tourism - what do you think about this initiative? - I welcome this initiative. It contributes to structuring an important part of the European tourism industry and strengthening its advocacy capacity at national and European
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level. It further empowers the businesses of the sector to align their objectives and benefit more efficiently from available policy support at EU, national and regional level. I hope that this initiative will enable the health tourism sector to better cooperate with other sub-sectors of the tourism industry, as well as other sectors of the economy, and build stronger ties with public administrations and other relevant stakeholders. Do you plan to form a working group for health tourism within the European Commission, which will contribute to strengthening the position of European health tourism? - The limited policy competence and resources we have at EU level are not conducive to developing thematic approaches. Our focus is on horizontal priorities and shared challenges in the European tourism sector. We therefore formulate our policies and actions to support the entire value chain in tourism sector and create an enabling environment for diverse tourism stakeholders and businesses to help them face current and emerging challenges and turn
them into future opportunities. We hope that the tourism industry will play its part by strengthening their position on national and European level. For instance, by forming umbrella associations for health tourism you already have taken the first step towards this objective. What can be done, particularly at the policy level, to further improve the positioning of European health tourism? - Policy strategies and actions should be carefully designed and embed horizontal objectives such as digitalisation, skills, or internationalisation. This has the potential to enhance access to available support at EU, national and regional level and build synergies with other policy areas. Furthermore, publicprivate partnerships and cross-sectorial cooperation ensure the sustainability of investments and maximum return of benefits for all partners.
News & Trends
HEALTH TOURISM News & Trends
UNWTO Awards for Portugal and Spain
Following the decline in the British pound, the number of tourists visiting the United Kingdom in August rose to 3.9 million (which is a 5% growth), but the number of British residents traveling abroad during the same month – usually the most popular month for holiday travel - fell by 3 percent to 8.9 million. The pound fell sharply after the referendum decision to leave the European Union in June 2016, and this is yet another example of how Brexit affects Britain’s tourism industry.
DINE UNDER THE SEA
Photo: www.unwto.org
om
According to a Global Tourism Locations of the Future 2017/2018 report by the British publication Financial Times, Croatia is ranked seventh among 43 countries, according to its potential for investment in tourism. In addition to Croatia, Greece, Montenegro, Cyprus, Luxembourg and Malta are among the European top 20 destinations. The planned investments include the reconstruction of Hotel Belvedere in Dubrovnik, a project in the bay of Brizenica on the island of Hvar and several investments in Istria carried out by Maistra, Valamar, Plava Laguna and Istraturist Umag. The investments will not circumvent the continental part of Croatia, where, among other things, the reconstruction of a part of the Daruvar Spa complex is planned, in accordance with the Ministry of Tourism Strategy, which emphasizes the importance of the health tourism niche.
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oh
CROATIA AMONG THE MOST DESIRABLE FOR INVESTMENT IN TOURISM
w.s n
The unique restaurant Under will surely mesmerize each visitor with the extravagant dining experience in an underwater world unknown to most. Located in Lindesnes, in the southern part of Norway, Norway’s first underwater restaurant will open in early 2019. Thanks to the 10m wide by 4m tall glass wall, Under will offer enchanting panoramic views of underwater wildlife as different weather conditions affect the environment beneath the water’s surface. Given its location, the focus of the culinary menu is on seafood, for a food experience that will be hard to forget.
P h o t o: ww
Turismo de Portugal I.P (Portugal), Ecotourism Trust (India), Tryponyu (Indonesia) and SEGGITUR (Spain) are the winners of the 14th edition of the UNWTO Awards for Innovation in Tourism. Among 128 applicants from 55 countries, each of the winning projects excelled in one of the four categories Public Policy and Governance, Research and Technology, Enterprises, and Non-governmental Organizations. The annual UNWTO Awards for Excellence and Innovation in Tourism promotes the work of organizations and individuals around the world that have impacted the tourism sector.
Brexit Attracts More Tourists to the UK
a .c
As research by Wexer Virtual has shown, virtual fitness classes and immersive exercise can drive significantly higher levels of member engagement. Therefore, the number of players, both established brands and inventive startups, are starting to utilize high-tech concepts in order to expand consumer experiences – from immersive fitness studios with 270° wraparound screens to augmented and virtual reality headsets. The trend is also catching on outside of the fitness industry, where companies in the field of wellness are using experiential technology to improve mindfulness experience.
et
Virtual Reality Enters the Wellness World
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ASSUTA- A WORLD OF QUALITY CARE Assuta is a leading private chain of hospitals and clinics in ISRAEL, as well as the largest surgical center in the country. It carries out more than 500 different types of Медицинский центр procedures, including Oncological surgery, general
surgery, cardiac surgery, neurosurgery, Spinal injuries ,gynecology, urology, orthopedic surgery, ENT, abdominal surgery and many more. Assuta is one of israel's top and most advanced medical center for oncology treatments, Assuta «Ассута» (Assuta) ведущей provides a bundle of является comprehensive services, частной сетью, а также all under aбольничной single roof,which includes the full range of tests, diagnoses and treatments required одним из крупнейших хирургическихat each stage of the disease.
и медицинских центров не только Из раиля, но и всего Ближнего Востока. JCI ACCREDITATION The international JCI organization has thoroughly В центре проводятся около 500 видов examined ASSUTA medical center's Service quality, процедур в различных областях standard of medical equipment and theме security дицины, среди of its grounds and которых: buildings. онкология, кардиология, урология, гинекология, As a result ,ASSUTA has been certified as complying неврология, ортопедия, нейрохирурwith JCI high international standards. гия, офтальмология, дерматология, With history of 83 years, ASSUTA remains committed to professional standards гастроэнтерология. Специальный отдел туризма преPatientsмедицинского are treated with the most advanced доставляет зарубежным пациентам medical technologies and equipment available today. Assuta continually implements the latest полный комплекс услуг, включающий medical development to ensure the Highest level все этапы прохождения лечения, of care and efficacy. полный текущий отчет, аренду жилья и услуги на русском языке. Tel Aviv, Ha-Barzel st., 20 03-7643247 www.assuta.co.il Tel. 03-7643248. touristcenter@assuta.co.il
Health tourism || MAKING A DECISION
HOW TO CHOOSE YOUR NEXT HEALTH DESTINATION? When it comes to our health and deciding on the best solution for our ails, innumerable opportunities we have been offered often worsen the dilemma. How to make the right choice?
"When deciding, the reputation and authenticity should be our keystones. It would be interesting to explore how the location defines the reputation. What do we expect in one context and what in the other?"
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AUTHOR Zdeslav Radovčić, HTI Conference Director
ddressing challenges is enough motivation on its own in business matters; however, the challenge in the area that focuses on life and personality creates a particular type of engagement and breaks the limits of both private and business, the dynamics between them that is supposed to be well-balanced. My motivation to work in health tourism has always been associated with my own feeling for a balanced, quality life - a balance between need, leisure and pleasure. Work-related plans were mixed with ideas for improving the quality of life and making it more adventurous and exciting. Thinking about business often ends by thinking about ideas for improving your own feelings in regards to a healthy life, or a healthcare issue results in some business idea. Through a very personal experience, I direct and facilitate thinking of the future of business.
MAKING A CHOICE
At a dinner with friends I rarely meet, the conversation was surprisingly focused on the future more than the past. We mostly talked about the ways to ensure comfort or security. Some of us were more enthusiastic about pleasure and enjoyment, and a friend, who had always been concerned about health, had a completely different idea of pleasure making plans for the best diagnostic methods that would protect her from an uncertain future. What surprised me was that they were all certain about where they wanted to accomplish this. How safe could we be when
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choosing a solution for ourselves when it comes to health? I confidently stated that I would be going to India, obviously not a random choice for the end of the year. I did not want a typical Western year conclusion, but a more in depth dealing with myself. Although I had experienced various treatments, it seemed to me that deep and thorough regeneration could be taken care of best there, whereas my friend did not have a dilemma where she would undergo the most sophisticated examinations in Europe.
APPEAL OF REPUTATION
Do you belong to transhumanists or anarcho primitivists? This difference will soon probably be the only way to answer what decides someone’s choice. We are very confident about the correctness of our own decision when it comes to health. What prevails in the end? What affects the feeling that we are not cheated? It is a feeling that not only involves satisfaction with the service, but also the feeling that this is the best choice, a triumph over our dilemmas regarding the innumerable opportunities we have been offered. When deciding, the reputation and authenticity should be our keystones. We choose some services only in Europe and some in India. It would be interesting to explore how the location defines the reputation. What do we expect in one context and what in the other, and is it the best choice for a certain location to improve something that, due to some specificity and tradition, already brings the greatest reputation.
The newly built Marvie Hotel and Health**** in Split welcomed its first guests in summer 2017, located by the sea, in a quiet residential area, only 15 minutes’ walk from Diocletian’s Palace in the city centre. The Hotel is designed for leisure and business travellers looking to maintain their healthy lifestyle while they travel. Modernly equipped and tastefully decorated air-conditioned rooms and suites with free Wi-Fi, provide great comfort to each guest. Marvie restaurant is an ideal choice for the lovers of both traditional Mediterranean and modern cuisine. A gluten-free or individually designed menu ensures meals are always in line with special diet regimes of healthy-minded travellers. Hotel offers an outdoor roof pool as well as an indoor pool, wellness and spa zone with fitness area. Tailored-made health and beauty programs are specifically designed to achieve a complete physical and mental harmony and balance for all our visitors.
Contemporary self-care concept
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AQUA MED MEDICAL WELLNESS clinic for physical therapy and rehabilitation
MEDIDERM CLINIC team of experts in the field of dermatovenerology, antiaging medicine, aesthetic and vascular surgery, orthopedics, endocrinology, cardiology, pulmology and sports medicine
News & Trends
HEALTH TOURISM News & Trends AI TO IMPROVE HEALTHCARE
Hotel Industry Tends Toward Specialization About 85% of tourism in Europe comes from the hotel industry, which has grown by 3.5% annually since 2010. According to Mediterranean Resort & Hotel Real Estate Forum (MR&H), the new trends in the hotel industry are leaning toward fragmentation – hotels are in search of specialization in terms of services, typology and customer profile. The reason is high demand for niche products with a profitability of up to 175% higher than regular products, such as health and wellness facilities which are expected to grow 50% more than the rest of the standard offer, explains Oriol Peña, Head of Operations at HI Partners.
Artificial intelligence is making its mark in healthcare and is set for a bright future. According to a survey conducted by the Center for Connected Medicine and the University of Pittsburgh Medical Center in Pennsylvania, some healthcare organizations are already using AI for clinical decision support, population health and disease management, and experts believe that in 2018 AI will be pioneering in areas such as cancer diagnostics, pathology, radiology, and image recognition. Research company Gartner also predicts that by 2025, 50% of the population will rely on AI-powered “virtual personal health assistants” for routine medical check-ups.
Business Meeting at the Gym? Why not? Instead of going to the restaurant, business world is embracing a new trend - combining client meetings with work out sessions. Gaining momentum with professionals in media relations and the entertainment industry this practice has now reached the financial world, resulting in a growing demand for side-by-side treadmills and private fitness groups. After all, there is a certain amount of steak dinners and wine drinking a business person can take – conducting a meeting at the gym enables them to do something good for themselves, while getting all the benefits of networking.
Photo: Bagatin Clinic
MODERN LASER CENTRE TREATS EVENSNORING Lasers have found numerous applications in the beauty industry, from treating the first sign of wrinkles and age spots to removing body hair and skin changes such as moles, stretch marks and tattoos. Laser treatments are also used in dentistry and even snoring reduction - the Bagatin Clinic, a leading Croatian private clinic for aesthetic and cosmetic surgery, was involved in the development of advanced laser therapy designed exclusively for people with a snoring problem. Equipped with 8 different lasers, the Bagatin Clinic laser centre is a place that successfully treats all aforementioned aesthetic problems.
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Mediterranean Tourism on the Rise The Mediterranean tourism market has experienced steady growth, with 32% of international arrivals and 30% of revenues, concluded the 3rd edition of the Mediterranean Resort & Hotel Real Estate Forum (MR&H) held in Barcelona. Due to geopolitical, security and financial issues, the tourists favour north Mediterranean countries, which is the reason why MR&H predicts 420 million tourists by 2020 in the region. On that account, Spain is positioning itself as a desirable Mediterranean tourism destination with strong and productive tourist investment potential.
Take a deep breath, close your eyes and relax in Crvena Luka
Relax and unwind in the hands of professionals in our Wellness & Spa Centre Energy Clinic and treat yourself and your loved ones to unforgettable moments with a variety of massages and treatments. Enjoy our unique ambience, modern interior and breath-taking natural surroundings.
Crvena Luka Hotel & Resort is a unique blend of rich natural surroundings and modern design set in an exclusive location, surrounded by century-old pine forests and a one-ofa-kind sandy beach. www.crvena-luka.hr | info@crvena-luka.hr
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ZAGREB Centre of Destinations || CITY OF ZAGREB SPECIAL SUPPLEMENT
Medicalce Excellen
Quality services with expert staff, competitively priced, make the capital of Croatia a prominent health tourism destination PROMO ZAGREB TOURIST BOARD
Photo: D. Rostuhar, Zagreb Tourist Board Archive
Still haven’t visited Zagreb? Well, once you get to know it, you’ll soon start to fall in love with Zagreb and its people. Whether you’re coming to Zagreb for a medical procedure or wellness weekend, business conference or city break, Zagreb will quickly grow on you, with its rich history, professional services and unique „Zagreb experience“ – and then, it will be hard not to come back!
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Destinations || CITY OF ZAGREB SPECIAL SUPPLEMENT
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Editor's choice || GLOBAL HEALTHCARE ACCREDITATION
ACCREDITATION Assurance of Quality Karen Timmons, Global Healthcare Accreditation CEO and former President as well as CEO of the Joint Commission International, shares her views on the medical travel industry, patient experience and the continuum of care AUTHOR Andrea Šitum
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ith more than 20 years of experience, Karen Timmons is an internationally known expert in accreditation, healthcare quality and safety processes. After serving as President and CEO of Joint Commission International and Global Patient Safety Officer for Det Norske Veritas, as well as chairperson for several WHO committees, she is currently CEO of Global Healthcare Accreditation, company that provides accreditation for the organizations in the medical tourism industry.
“A more digitalized world, one where information is readily available to both patients and professionals, has brought significant change to global healthcare. Technology has eliminated or greatly reduced many of the barriers to communication including distance, time, and cost” 28
You’ve worked as an expert in accreditation and healthcare quality and safety processes, and have recently taken the role of CEO of Global Healthcare Accreditation (GHA). What motivated you to move to this new position? - With a long career in assisting international healthcare organizations to build systems and processes that facilitate improvement in safety and quality, I am motivated by the opportunities and challenges that exist in medical travel. Today, patients travel for medical care for a variety of reasons: more affordable care, more timely access, higher quality, and to obtain treatments that might not be available or allowed within their home country. It is clear that these motivations will continue, and that standardization of best practices for medical travel can enhance patient experience as well as care management, benefiting patients as well as an organization’s performance. No other accrediting
body focuses on the unique aspects of medical travel and the entire continuum of care that medical travel encompasses, including inquiry and pre-admission as well as aftercare following discharge. For me, it is a great motivation to lead a program that is positively impacting patient care for a segment of the population that may have had no other option other than medical travel. What would you highlight as the most important tasks ahead for GHA? - GHA is currently completing its technical submission of GHA standards, following a field review, to the International accreditor of accreditors, ISQua. It is important for accrediting bodies to walk in the shoes of their customers and ensure their standards and survey processes are robust and state of the art. Additionally, medical travel faces gaps respecting data, facts, research and outcomes on medical travel, as well as standardizing innovations that may positively impact medical travel patients, such as complications insurance. There is a lack of common definitions across countries as to what medical travel is, and GHA intends to work collaboratively with key stakeholders and strategic partners in forging consensus around common definitions and priorities. How has global healthcare changed over the years? In your opinion, what would be the main forces that have facilitated these changes? - Certainly, a more digitalized world, one where information is readily available to both patients and professionals,
Editor's choice || GLOBAL HEALTHCARE ACCREDITATION
Strengthening the Trust Accreditation is an external validation of an organizations’ commitment to quality. Through external third party’s onsite review, accreditation builds trust and enhances the reputation of organizations, while strengthening the confidence of patients in the quality of care
has brought significant change to global healthcare. Patients are more informed and actively engaged in their care, seeking treatment options on their own, even if that means leaving their country or home region for care that is more affordable, more timely, or that provides higher quality or treatments previously not available to them. Professionals have access to information about best practices and both national and international regulatory and professional bodies, such as WHO and IHI which have propelled more standardization across the globe regarding best practice care. Additionally, air travel is more affordable and infrastructure in many developing and mid-level countries has improved. This has resulted in patients from high income countries, such as the EU and USA, traveling to lower income countries to seek healthcare. Similarly, with a rising middle class in India and China, there are increasing demands for healthcare. In terms of medical travel, what role does accreditation play in attracting international patients? - Accreditation is an external validation of an organizations’ commitment to quality. It demonstrates a hospital or clinic’s willingness to have an external third party conduct an onsite review of their compliance with recognized best practice standards, so accreditation builds trust and enhances the reputation for organizations, while strengthening the confidence of patients. Additionally, accreditation can provide access or grant eligibility for participation in networks, insurance
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Editor's choice || GLOBAL HEALTHCARE ACCREDITATION tion control processes, as well as ensure that hospitals and clinics are following evidence based clinical guidelines for procedures provided to medical travel patients. GHA will also review an organization’s quality improvement plan to ensure it includes medical travel patients and also requires the sharing of key process indicators regarding medical travel patients on an annual basis. Issues such as supply chain management, patient advocacy, cultural competency, communication and physical environment are also included. It is also important to note that GHA does not compete with existing national and international clinical accreditation programs, but instead, compliments them. While these programs traditionally focus on the clinical aspects of care for the entire organization, GHA conducts a deep review of the International or Global Patient Services program, or the entity within an organization that serves the medical travel patient.
or payer schemes, so patients may have better access to reimbursement, certainly a main motivator for patients. What aspects of healthcare does the GHA accreditation focus on? - GHA focuses on the main care processes that impact medical travel patients. Rather than trying to fit medical travel patients into local care paths, GHA provides a guidepost through its standards along a medical travel care continuum. The care management standards include coordination of care and care delivery that begins with consultation and collaboration between specialists both within the organization as well as with the primary caregivers from the home location of the patient, to assess whether or not the patient is a good candidate for treatment or a specific procedure. Additionally, GHA would review infec-
“Today, patients travel for medical care for a variety of reasons: more affordable care, more timely access to care, higher quality of care, and to obtain treatments that might not be available or allowed in their home country. It is clear that these motivations will continue, and that standardization of best practices for medical travel can enhance patient experience as well as care management”
What standards should be met in order to receive GHA accreditation? - GHA standards have seventeen chapters that focus on unique core competencies regarding patient focused clinical processes, patient experience, and sustainable business processes. The standards cover the special needs and expectations of patients who travel for their care and focus on the entire medical travel care continuum, including, but not limited to: inquiry and appointment, review and acceptance of the patient for treatment prior to travel, transfer of medical records, integration and communication of preadmission labs and testing and travel itinerary, hospitality issues, including ground transportation and hotel, admission and discharge as well as after care, travel home and follow up. St. Catherine Specialty Hospital is the only medical center in Croatia to receive the GHA accreditation. What were the
First in Croatia St. Catherine Specialty Hospital is the only medical organization in Croatia to receive GHA accreditation, proving once more that it is the medical centre of excellence. “The GHA accreditation process has taught us many new strategies to improve day-today operational procedures and refine medical travel processes that directly impact the patient experience in areas such as cultural competency, communication, education, travel and tourism. Just as importantly, through the GHA accreditation process our staff has gained a better understanding of the unique needs of medical tourists across each stage of the medical travel care continuum, allowing us to identify areas of opportunity for improvement that will ultimately benefit medical travelers seeking care at St. Catherine Specialty Hospital”, says Jadranka Primorac, the hospital’s COO
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Jadranka Primorac, St. Catherine Specialty Hospital’s COO
Editor's choice || GLOBAL HEALTHCARE ACCREDITATION
Photo: Global Healthcare Accreditation
Karen Timmons with representatives of GHA accredited organizations
necessary steps to receive this accreditation? What can other healthcare facilities learn from them? - St. Catherine Specialty Hospital is to be congratulated on its achievement of GHA accreditation and for being the first hospital to achieve this honor in Croatia. St. Catherine’s undertook a rigorous evaluation by an independent third party to assess compliance against state of the art standards for medical travel patients. In order to achieve GHA accreditation, St. Catherine’s voluntarily had two GHA surveyors, with international healthcare backgrounds as well as robust medical travel expertise, review its medical travel care continuum along the seventeen core competencies noted above, during a two day onsite visit. Additionally, the surveyors reviewed documents and policies, spoke to leadership and those involved in the care of medical travel care patients, and evaluated the physical environment of St. Catherine’s as well as its website and other materials to assess compliance against the GHA standards. St. Catherine’s has also identified six key process indicators which it will report on annually, in order to benchmark against other organizations serving medical travel patients.
Guidepost through Standards
cal representatives; and, most importantly, sustaining collaboration with ministries and key professional organizations from major regions of the world.
GHA focuses on the main care processes that impact medical travel patients. Rather than trying to fit medical travel patients into local care paths, GHA provides a guidepost through its standards along a medical travel care continuum
What can be done to improve the patient experience in medical travel? - There are many ways that organizations can improve and focus on patient experience and GHA standards can provide a template, starting from the moment a patient views and interacts with an organizations’ website, through to aftercare at home. Patient experience cannot be perceived separate from clinical or business processes, but as one seamless process. For example, does an organization have an expectation or policy regarding the time frame that patient inquiries on the website must be responded to? Is the organization transparent respecting cost and risk of procedure? Does the patient have an integrated itinerary? Does the itinerary detail who will be picking them up and is that person
What are the challenges of working on a global field, especially regarding cultural differences and local surroundings? - One of the lessons I’ve learned over the years is that you really need to understand implementation within the local culture. We need to understand local practices and what it means for organizations to implement them and provide practical strategies - which may vary in different countries. Successful implementation requires thinking through how a standard would be understood within a cultural perspective; having input and feedback in a structured way, such as from global boards, regional advisory councils, and lo-
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Editor's choice || GLOBAL HEALTHCARE ACCREDITATION
better patient safety outcomes. How do you see the future of global healthcare and medical tourism? - I believe medical tourism and global healthcare have very bright futures! Professionally, I am excited to work with organizations to impact positively on the care provided to medical travel patients and see this as a disruptive innovator. Healthcare has been a latecomer to globalization and there is an opportunity to learn and collaborate, especially in assessing what
Photo: Global Healthcare Accreditation
able to communicate with the patient in their native language? Does the organization send a survey to the patient asking for feedback? Does the organization act on that feedback? By following the care continuum and GHA standards, and assessing and mitigating any vulnerabilities, organizations should be able to enhance the patient experience. Recent research has correlated that organizations that have better performance in patient experience also have better financial performance and
Karen Timmons presenting a GHA Accreditation plaque to Dr. Erik Fleischman, International Medical Director of Bumrungrad International Hospital
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“Our standards promote proactive risk assessment across the entire Medical Travel Care Continuum, starting from the moment a patient views and interacts with an organization’s website, all the way until aftercare at home. Patient experience cannot be perceived separate from clinical or business processes, but as one seamless process� outcome information patients need to make decisions about their care. I predict a day in which hospitals disclose outcome data, such as infection rates, complications, mortality and morbidity rates as well as patient experience, in order that patients, insurers and payers can make more informed decisions about selecting organizations for the care of medical travel patients. This will require close collaboration between stakeholders to reach consensus on the appropriate measures, how to ensure their validity and also how to to make this a reality. As an accrediting body for medical travel patients, GHA looks forward to close collaboration with stakeholders in making this a reality.
7–11 March 2018 ¡ itb-berlin.com/medicaltourism
Join us at Medical Tourism Pavilion hall 21b incl. Presentation Hub Medical Networking Night on Friday
News & Trends
HEALTH TOURISM News & Trends THE RISKS OF MEDICAL TRAVEL
Check Your Skin Skin remembers everything, including any negligent exposure to sunlight, which can increase the risk of skin cancer, melanoma. - Melanoma can be recognized as newly formed pigmentation that changes in appearance, colour and size, or as an existing mole which is changing. Most melanoma (about 70%) develops “de novo”, i.e. as a new change, while 30% develops from an existing mole - says Sanja Poduje, MD, dermatovenerologist and the president of the skin cancer prevention association, Zdravi pod Suncem (Healthy under the Sun). That is the reason why, as sponsor of the association, the HTI Conference will organize a counter where the Zdravi pod Suncem Association will promote preventive examinations and provide everyone interested with a free mole examination under the guidance of two top dermatologists.
According to the research by Z. Radovčić & I. A. Nola, published in International Journal of Healthcare Management, expected impacts of medical tourism could include possible ethical, legal, and medical risks. The reasons lie in different standards of medical care, differences in legal systems and regulations and inaccurate and scarce information. Therefore, it is imperative to create certifications and quality standards, preferably through external quality assessment, in order to promote safety and best practice standards in the medical tourism industry.
SPOTLIGHT ON MEDICAL TOURISTS FROM CHINA
It’s no news that Asia is a major health tourism market, but new study by Xiaoqing Pan & J. P. Moreira published in International Journal of Healthcare Management now highlights motivations, deterrents, and needs of outbound medical tourists from China. Data collected through in-depth interviews revealed that specific motivations include advanced technology, unavailable or better quality Western medicine, well-regulated and supervised market, and the quality of care. High cost, risk to individual health, lack of information, absence of companion, and lack of time are significant deterrents, while the corresponding needs include health insurance, clear information, and intermediary agency.
Do You Need Digital Detox?
A set of modern architectural houses on a private island in the Arctic offers the ultimate escape that you need. Norway’s Fordypningsrommet resort on the Fleinvær island is a 30-kilometer ferry ride far from civilisation, providing all the peace and quiet you could need. Nine mini houses, each of them used for different purpose, offer full detoxifying experience and a chance to reconnect with nature through nature immersion activities, such as bird watching, fishing tours and shell picking.
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Health tourism || IMAGINING THE FUTURE
A Doctor’s Notes
FROM THE FUTURE
What will the future of healthcare look like? Dr. Cenk Tezcan predicts some of the major changes that lie ahead of us in terms of health, technology and disease prevention
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AUTHOR Dr. Cenk Tezcan, Co-Founder B-Wise
ooking back at early 2000s, I still keep my excitement for the disruption, innovation and improvement we faced in healthcare in the last 30 years. I am 72 now, still practicing in my early mid-ages, thanks to enhancement in biotechnology, epigenetic studies and my active lifestyle. It is 2035 and Earth is hosting nearly 9 billion people. Life expectancy is raised to 92 years of age in average but almost one third of the population struggles with chronic health issues. The promising news is, there is a network for sharing electronic health records globally, more countries and societies are being added every passing year.
enables the early diagnosis of health issues by constant monitoring before they become more serious. To enhance the quality and to promote creativity at the point-of-care, value-based care payments and its derivatives have become common, which translates to a greater focus on patient outcomes: quicker recoveries, fewer readmissions, lower infection rates, and fewer medical errors.
CONNECTED THROUGH TECHNOLOGY
The majority of the population use sensors, smart devices, wearables and sophis-
TRANSFORMATION OF HEALTHCARE
In the early 2020s, we transform healthcare from a sick care system, to a personal health system so that everyone becomes responsible for their own health needs by being supported and coached in relation to their sleeping, eating, smoking, drinking and exercise; as well as all aspects of managing their condition properly. The aim is to proactively keep them well rather than react when they become ill. Today’s healthcare is rather connected, which allows that several experts look at the case simultaneously. This
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SMALL BUT POWERFUL
Nanotechnology can revolutionize medicine. Very small devices, the size of a pill, are introduced to the cavities like vessels or gastrointestinal track, controlled remotely, tracked electronically. Now it’s possible to perform endoscopy and minor surgeries, remove abnormalities and do biopsies from the inside
ticated technologies for tracking data from vital signs, caloric intake/consumption to sleep patterns. The convergence in technologies will form the basis of the medical quantified self. Personal health records, aggregated data from wearables, physician’s notes– everything health related is accessible anytime and anywhere. Clinical care providers and artificial intelligence driven informatics systems examine the data in real time and identify the paths that illuminate patient health. Medical-grade wearables with similar sensing capability monitors clinical patients’ heart-rate, blood pressure or activity levels at home or on the go and report this information to doctors in real time without requiring a trip to the hospital or clinic. There are many telemedicine apps that enable the patient and doctor to have a holographic screen call by a simple appointment procedure. This saves patients’ time, while lessening the burden on providers. Personalization in health also gives empowerment to patients and healthy people to “take charge of their own health”. Empowering patients to manage their own health brings improved health outcomes.
CHECK-UP ON THE GO
Being a surgeon specialized in oncology, I see my patients from all around the
Health tourism || IMAGINING THE FUTURE
HELLO ROBOTS
In the future, robots will have an important role in the field of homecare, enhancing individuals’ experience of later life and allowing people to live independently for longer
world, early in the morning for consultation through telemedicine. I hear their complaints, figure out the symptoms while the correspondence is taking place, and by getting their authorization, I access their medical records on cloud. Last week I operated 3 overseas patients using surgical robots. I love using the medical simulator before the operations to draw the details that I will follow. Remote access to medical technology is very common. Even in Africa, when someone feels ill on their way to work, they can stop by a medical kiosk and submit a blood sample. Automatically, it detects the presence of a health issue and dispenses medicine needed to relieve the symptoms. This kind of healthcare technology eliminates the need for physical presence and reduces the costs, thus making healthcare more available to more people.
HOMECARE AND ROBOTS
Because of the heavy burden of chronic patients, hospitals are not the point of interest any more, but homecare is. Cheap, connected and wearable sensors record patients’ health at home and on the go. Smart scales inform doctors instantly of changes in a patient’s weight, and sensors that fit inside pills report back when they’ve been taken. Patients wear a smart, wired-up undershirt,
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Health tourism || IMAGINING THE FUTURE which gives them the freedom to live normal lives while being continuously monitored when needed. Robots also take on a very important role for homecare. They enhance individuals’ experience of later life, and allow people to live independently longer. Robots bring anything that is needed or are a conduit to the outside world that can alert someone if something happens. They also help elders and patients in psychological aspect by accompanying them instead of a friend. 3D printers are affordable and patients print their own drugs at home when needed. Imaging systems are extremely advanced; we use images to see underlying biological processes in the body. Almost all imaging machines are AI driven and the imaging does not just show us how blocked a coronary artery is, but also the nature of that blockage and what action is needed.
DNA TELLS EVERYTHING
The developed countries apply genetic tests to all at birth, financed by the social security systems and insurance companies. DNA can be sequenced faster and more cost efficiently than ever before and used to understand more genetic markers of diseases. Matching a cancer cure to an individual’s genetic code or figuring out the right dose of medicine by simply taking a temperature is possible. Nearly 4 billion people’s genetic data is already sequenced and the human genome II project is planned to cover all humans in 2046. Gene surgery is very popular nowadays and we can replace any defected part by CRISPR technique. It is important for newborns with genetic malformation and science people claim that genetic disorders will be eradicated after 2050.
“DNA can be sequenced faster and more cost efficiently than ever before and used to understand more genetic markers of diseases”
HEALING ON THE INSIDE
By improvements in epigenetic and nutrigenetic studies, companies are able to manufacture personal foods and drugs that won’t harm people. They use biometric testing to recommend personalized eating plans and then send the meals to the door. Epigenetic counselors educate adults and the younger generation to make the right choices to ensure healthier lives. Tissue engineering and stem cell technology led us to cure a lot of diseases like diabetes, Alzheimer’s, Parkinson, even cancer. For the first time in history we repair spinal cord with stem cells to heal paralysis cases. 3D printers bring us the flexibility to produce needed organs in an instant anywhere, anytime. In the last decade, we use nanotechnology very often to revolutionize medicine.
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Dr. Cenk Tezcan
Health tourism || IMAGINING THE FUTURE Very small and tiny devices the size of a pill are introduced to the cavities like vessels or gastrointestinal track, controlled remotely, tracked electronically. Performing endoscopy and minor surgeries, removing abnormalities and doing biopsies from the inside are all possible with these smart pills. Also, with nanostructures loaded with chemotherapy drugs able to selectively target cancer cells, giving the benefits of chemotherapy, without any side effects changed the course of cancer fight.
HEALTHY CITIES
Our cities are being redesigned by city designers to raise the positive impact on our long term health. City design improvements include creating greener and more bio-diverse spaces to enhance psychological health – for instance, bringing in light rail to reduce congestion, changing zoning to reduce pollution and rethinking population density zoning. Home sensors are used to collect important health data. Bathrooms have more sensors than a modern hospital, silently detecting cancer cells year before a tumor forms. During last 3 years, more than 5 billion people moved around the world, 22% for medical purposes. Besides medical procedures, elderly tourism is very popular which old people can enjoy their free time knowing that their health issues will be taken care of. Scientists claim to be at the final stage for singularity that we will be able to transfer human cognitive abilities, even 5 senses to artificial intelligence. This might open the door for eternal life and expansion of human race into the universe. After all these advancements in healthcare, I hope to live until my 100s and participate in the next mission to Mars.
TELEMEDICINE
It can be expected that the medical-grade wearables with similar sensing capability will monitor clinical patients' heart-rate, blood pressure or activity levels at home or on the go and report this information to doctors in real time without requiring a trip to the hospital or clinic
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Interview || JAI VERMA
Middle East The Place To Be
The Middle East is undergoing various changes that make it an important market - Jai Verma, Global Head of B2G Segment at Cigna International, gives valuable insight into new market developments in the MENA region
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ased in Dubai, the growing global medical tourism destination, Jai Verma is Senior Executive Officer & Global Head of B2G Segment at Cigna International, a global health service company. Over his 19 years of experience, Mr Verma has covered multiple industries and countries which has allowed him first-hand experience of new market developments in the Middle East, Africa and Asia Pacific. He offers a valuable insight into opportunities that lie ahead in the MENA region and an ever-changing global healthcare industry. For 8 years in a row Cigna has experienced growth in medical customers. What strategies do you rely on? - At Cigna, we understand regional customers and meet their needs through personalized products and services. We collaborate closely with health providers, brokers, regulators and clients, and work with experts and stakeholders to provide personalized, seamless, and competitive health services.
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AUTHOR Andrea Ĺ itum
We are here to fill the market gap, as a vast majority of the region’s population are expats who are globally mobile, and there is a greater need for health services that provide borderless access. In fact, with our recent acquisition of general insurer Zurich Insurance Middle East, we are now the premier provider of both health and wellness solutions for individuals, employers and government entities across the Middle East. Cigna recently opened a regional office for MENA market at the Dubai International Financial Centre - what kind
of business opportunities does this present? - The new office puts Cigna in prime position to effectively support our onshore business and partners in the EMEA region and other locations worldwide. The UAE offers a strategic edge for global businesses with its advanced regulatory environment, unparalleled connectivity and access to several high-growth markets. At Cigna, we recognize the long-term value this creates for our business and the people we serve, and see this as a valuable opportunity to enhance our presence in the Middle East and Africa. The Middle East has been identified as having the highest expected growth rate and potential in healthcare. Why is the Middle East a place to be? - According to EY, healthcare spending in the MENA region is expected to grow to
Interview || JAI VERMA US$144 billion by 2020, with approximately US$69 billion of this health spending coming from the GCC countries. The emergence of integrated healthcare solutions and the increasing demand of preventive care are paving the way for healthcare development in the region. Governments across the Middle East are driving efforts to build quality healthcare systems that reduce costs, especially the billions of dollars that go in to treating preventable diseases. To put this in context, the per capita cost of treating diabetes in Saudi Arabia, the UAE and Qatar are reportedly amongst the highest in the MENA region. With cities such as Dubai setting a new benchmark as a global medical tourism destination, and the complementing regulatory environment in the emirate, which emphasizes mandatory health insurance, there is clearly immense potential for growth within the region. The Middle East is becoming an increasingly popular destination for medical tourists and investors. What are the greatest advantages of this market? - One of the most important factors that makes the Middle East an ideal medical tourism hub is its strategic location. Since the launch of Dubai’s medical tourism vision in 2014, the government estimates that the emirate will attract half a million medical tourists by 2020. Staying on the UAE example, the need to build world-class healthcare is one of the pillars of the National Agenda, and the government is driving
massive efforts to ensure seamless collaboration to build an effective healthcare system. This opens up a valuable opportunity for global service providers such as Cigna - from improving healthcare experiences, to raising awareness on effective health coverage and health management, we are seeking to address some critical gaps in the region’s healthcare sector. The growing demand for healthcare in the Middle East is increasing the numbers of investments – which ones would you single out as the most important ones? - Venture Capital (VC) investments in healthcare continue to grow in the MENA region, reaching seven percent of the total deals in 2016. That’s a moderate increase of one percent in investment volumes over one year—from six percent in 2015, according to the 2016 Annual Report on Private Equity and Venture Capital in the MENA. This is especially impressive given that VC funding is just about evolving in the region but is poised for significant growth as is evidenced by the number of incubators being set up by private and government players - including Dubai Future Accelerators. In terms of overall VC investments by region, not surprisingly UAE led from the front garnering 34% of the total investments, followed by Lebanon and Saudi Arabia. For VC investors, the technology sector dominates with health-tech attracting a good portion of VC funding. This is not surprising amid the rapid growth of the healthcare sector in recent years backed by privatization as a major catalyst.
Despite an increase in healthcare spending in the Gulf countries over the past several years, the report indicates a widening demand-supply gap in beds and doctors. To their credit, private sector players have played a critical role in addressing the gap. And with the passing of mandatory health insurance laws in various countries of the region, the private sector’s role is only set to expand. Investments are usually government based - how to facilitate and strengthen the public-private partnership? - According to Booz & Company, over the past decade, the GCC has invested $628 billion in public-private partnership (PPP) projects in every industry to enable more effective delivery in services. The Gulf nations can use PPPs as a means of managing rising healthcare costs, as a mechanism to enhance the capabilities of the healthcare system, and as part of a program to enable a systemic transformation of the sector. Although it is likely that the GCC governments will still continue to finance the larger portion of health care spending in the next few years, there are plans to encourage more private participation in healthcare. For effective development it is imperative that government regulation be used to avoid unfair competition between government entities and the private sector. To avoid such difficulties, governments should adopt multi-stakeholder and multidimensional approaches that will ensure the successful implementation of PPPs in healthcare.
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Interview || JAI VERMA
ON THE RISE
The changing healthcare landscape in the Middle East is opening valuable opportunities for global service providers to enter this booming market and engage in a meaningful exchange of expertise and services
From Treatment-Based to Wellness-Based The high prevalence rates of lifestyle-related conditions such as obesity and diabetes urges a dramatic change in the way countries manage their healthcare. The UAE is setting a strong precedent with its emphasis on preventive medicine and steps to reduce smoking and other health hazards that impact the lives of its citizens
What are the requirements for medical organisations to become Cigna’s partners and providers of medical services? - Cigna has an international medical network of over one million provider relationships, including 96,000 behavioural health care professionals, and 12,500 facilities and clinics. It is important for our partners to ensure quality healthcare that is in line with our core values as a health and wellness solutions provider. Our network suits the varying needs of customers based on specializations, preferences of customers and cost of healthcare. What are the fastest developing areas of the medical tourism industry, and
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“One of the most important factors that makes the Middle East an ideal medical tourism hub is its strategic location. The UAE is famously known to be only an eight-hour flight away from two-thirds of the world’s population. It is no wonder why the country, and particularly Dubai, is on track to becoming a global medical tourism destination”
Interview || JAI VERMA
“The healthcare ecosystem is made up of various stakeholders, from providers to regulators and insurance service providers. The development of a successful medical tourism hub is extremely dependent on each of these elements combining their strengths to offer a seamless, integrated healthcare experience� where do most opportunities for future growth lie? - According to Alpen Capital, two of the most significant drivers of growth in medical tourism are an aging and growing population, and the high incidence of non-communicable diseases. The high prevalence rates of lifestyle-related conditions such as obesity and diabetes in the GCC suggests that many future medical and wellness tourists may be from neighbouring countries. To meet this demand, regional governments must focus on developing their healthcare experiences to be more wellness-focused, as opposed to a treatment-based approach. What are your views on the relationship between health insurance and medical tourism? - The healthcare ecosystem is made up of various stakeholders, from providers to regulators and insurance service providers. The development of a successful medical tourism hub is extremely dependent on each of these elements. At Cigna, our experience as a global health services provider has consistently shown that access to global coverage and local expertise serves
to support medical tourism in regional markets. The rise of chronic diseases is making serious demands on healthcare systems – how do we work on prevention and build more sustainable global healthcare systems? - The overarching goal for healthcare providers must be improving value for patients. Taking the UAE as an example, the National Agenda emphasises the importance of preventive medicine and seeks to reduce cancer and lifestyle related diseases such to ensure a longer, healthier life for citizens. At the core of this mission is the need for a healthcare infrastructure that prioritizes Jai Verma, Senior the health and wellbeing Executive Officer & of the local population. Global Head of B2G The growth of healthSegment at Cigna care technology is also International enabling a preventive approach to healthcare. How do you see the future of
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Interview || JAI VERMA
medical tourism? How will technology change the face of global healthcare? - The global phenomenon of patients moving beyond borders for affordable healthcare has been increasing and will continue to gain momentum. A number of countries are promoting and branding themselves as medical tourism destinations. In Dubai alone, six to seven new hospitals are set to be developed, existing general
hospitals are being enhanced to offer advanced specializations, clinics are being upgraded to polyclinics and more sub-specialisation is being implemented across the board. These steps pave the way for better quality healthcare, which in turn will attract more medical tourists to the emirate. Technology and digital tools will also play a role in disrupting global healthcare and the approach to health improvement. The use of big data plat-
“With the growth of healthcare technology, we are witnessing a rise in health awareness that is key to enabling a preventive approach to healthcare. From the use of fitness apps to big data software that allows providers to catch early symptoms and provide preventive measures, almost in real time, digital technology is paving the way for numerous possibilities� forms are enabling healthcare providers to not just track the patients’ health, but also to capture data from a variety of sources including phones and wearables. Moreover, physicians around the world are using digital technology for knowledge-sharing and remote health assistance. Similarly, here in the GCC region, health industry innovators forecast an increased use of virtual tools to help change the way healthcare is funded and delivered.
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Wellness & Spa || CORPORATE WELLNESS
Workplace Wellness
For Healthier, Happier and Productive Workers As employees across the world are experiencing more stress-related conditions and health problems, it becomes imperative that employers support the health and well-being of their workforce
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AUTHOR RenĂŠe-Marie Stephano, President and Co-Founder of Medical Tourism Association
very company requires a number of resources to operate: financial capital, tangible material, intellectual property, but the most crucial resource for any company is its workforce. Without labor, there is no product or service. Only a small handful of executives and business leaders can operate an entire organization by themselves. It is the collective of employees who enable the seamless day-to-day operations of an organization, and keeping them healthy
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is essential for a successful business. There is no asset more closely linked to longevity, quality of life and happiness than health. Smart leaders are keen to this; therefore, companies across the globe are utilizing corporate wellness and well-being programs to keep employees happy, healthy, engaged, and productive. According to Global Wellness Institute, the global marketplace for workplace wellness programs is valued at 35â‚Ź billion, with most of the money located in the United States and Europe, and further
growth is expected as more and more companies see the value generated by putting employee well-being first. But what exactly are wellness and wellbeing? What are the differences between wellness and well-being in Europe and the United States and why is it this way? These are essential questions that must be answered to gain a thorough understanding of the breadth of wellness programs around the world, as well as to create a plan that will elevate you, your employees, and your company.
Wellness & Spa || CORPORATE WELLNESS
Case of Barclays
In the case of Barclays, a Londonbased multinational bank with over 129,000 employees, the company began an initiative in 2013 named “This is Me” designed to bring awareness and understanding to mental health in the workplace. It was designed as a three-pronged initiative; first, to provide authentic stories from colleagues discussing their lives and true stories of mental health. Then, the plan was to detect areas for improvement through increased training and policy review. Finally, they asked employees to commit to breaking the stigma of mental health by asking them to sign the “Time to Change” pledge. Originally featuring just nine stories, there are now over 160 stories with over 60,000 views on the program’s website. Because of this success, Barclays has begun to work with the Lord Mayor of London to expand the campaign to the citywide “This is Me in the City” program
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Wellness & Spa || CORPORATE WELLNESS
Old Concept – New Approach
Over the course of the last century, the concept “healthy worker is a productive worker” started with a focus on occupational injuries and has developed to encompass all aspects of health, reflecting a holistic approach that cares for the employees’ physical, mental, and social well-being
CORPORATIVE WELLNESS
While the concerns of employers about the health of employees may seem like a modern development, companies have long known that a healthy worker is a productive worker. Over the course of the last century, this concept has grown in scope. What started as an initiative with a focus on occupational injuries has developed to encompass all aspects of health, reflecting a holistic approach that cares for the employees’ physical, mental, and social well-being. Much of this development has happened during the past decade. The increase in technology enabling the tracking of an individual’s health, the rising costs of healthcare, particularly in the United States, and the productivity loss brought about by the poor health of employees led employers to search for a solution to these troubles. Employers expanded their occupational injury and physical fitness programs to focus on all forms of an individual’s health
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including their mental health, financial well-being, personal relationships and sleep schedule. The belief is that by helping employees deal with these particular issues, they will be free from distraction while they work.
ness program. Other significant drivers on both sides of the Atlantic are creating a positive corporate image as well as aiding in recruitment and retention of new talent. Depending on the intended outcome and design, current wellness programs can help employees with the manageREDUCING HEALTH COST ment of several aspects of their health. The reasons for implementing corporate The functions of these wellness programs include reducing the programs include effects of presenteeism and absenteeism promoting healthy on workplace productivity and imnutrition, exercise, proving workforce morale and chronic disease engagement (presenteeism management, stress - being present at work management, smokLIFESTYLEbut being limited in ing cessation, alcohol job performance due and drug addiction CONNECTED to a health problem, assistance, financial Wellness programs genuinely absenteeism - not management, proper stand out in the treatment and showing up for reasleep and more. The prevention of non-communicable sons such as illness). goals are to prevent diseases (NCDs), like diabetes and In the United health problems, decardiovascular disease, that can States, however, retect health concerns be managed and prevented with ducing health costs is before they arise, and the typical goal of a wellprevent the progression proper care
Wellness & Spa || CORPORATE WELLNESS
Case of Keller Williams
One company that has established the right practices ensuring workplace wellness in both the U.S. and across Europe is Keller Williams, an international Austin, Texas-based real estate franchise, led by Wellness Manager Alex Garland. A company like Keller Williams, with associates scattered across the world, needs to offer a variety of programs to meet the various needs of such a large and diverse population. - At our headquarters in Austin, Texas we support a local charity called Run for the Water that raises money for clean drinking water in Burundi. Aside from a great cause, they also offer a “global run”, meaning all our associates across the globe can participate as well. We also host other events throughout the year, such a wellness day every April. We enable our remote offices to take the information we provide from the headquarters and tailor it to meet the needs of their unique environment so we can engage their families and clients where they are - explained Garland. Beginning in January of 2018, Keller Williams started to expand the program by integrating Fitbit devices – wearable devices made to track an individual’s health with data points such as steps walked, calories burned, time slept and more – to their already existing wellness program
of certain diseases, thereby preventing avoidable medical expenses. Often to boost participation, employers will offer some form of incentive to encourage employees to join and engage in the program. These incentives can range from gift cards for completing a health questionnaire, to reduced insurance premiums for reaching specific health goals. These incentives are less costly than the price of the operations and medical procedures they hope to prevent, so their inclusion makes sense financially.
IN THE UNITED STATES
The design of a corporate wellness and well-being program depends heavily on the intended outcome, which varies from workplace to workplace and from country to country. In the United States, many wellness programs seek to reduce the cost of providing healthcare to their employees. Most Americans, over 157 million individuals in total (according to Health Insurance Coverage of the Total Population by Kaiser
Family Foundation), receive health insurance from their employer. American employers insure employees through a large insurance carrier like Aetna, Cigna or Humana through what is known as a fully-insured plan, or directly through a self-funded plan. Thus, employers are eager to promote better health to keep premiums low and costs down by helping workers be as healthy as possible. With this in mind, many employers design wellness programs to address the healthcare problems most prevalent within their organization. For example, a company with a significantly large number of employees with diabetes would want to create a program that encourages them to eat right and take their medication, ensuring that their illness is in check, thereby reducing the costs of the disease in the long-term. Popular wellness activities across the world include installing healthy vending machines, bicycle-to-work rides, personal health coaching, web portals to track health, and workplace wellness com-
petitions to bring some fun and competitive spirit to the job. Paul Litchfield, Chairmen of What Works Centre for Well-being, a UK governmentbacked health campaign, says workplace wellness has also become necessary for younger employees, like millennials who are likely to work into their 70s. - If we want to get the best people then we’ve got to appeal to what they’re interested in, and they’re interested in well-being - he says. So what distinguishes the wellness and well-being programs in Europe from their American counterparts?
WELLNESS IN EUROPE
Most European governments provide some form of universal healthcare to their citizens, and as a result, only a few European wellness programs place their primary focus on reducing healthcare costs. For example, the UK has the National Health Service (NHS) and Croatia has the Croatian Health Insurance Fund (CHIF), both of which oversee their nation’s healthcare system. Therefore, in Europe and across much of the rest of the globe, combatting workplace stress and improving morale and performance are the primary motivators for wellness programs. Another difference is in how American and European employers implement these programs. In the United States, Asia, Africa and the Middle East, most wellness plans involve some form of health risk assessment or biometric screening to help the employee “know their numbers” and understand the current state of their health. Conversely, European employers lean toward exercise encouragement, offering memberships to gym and fitness clubs. Take wellness and well-being programs in the United Kingdom as an example. Vitality Health along with the University of Cambridge, RAND Europe, and the consulting firm Mercer, released a survey titled “Britain’s Healthiest Workplace.” The study concluded that workers in the United Kingdom lost an average of 30.4 days of productive time due to illness in the previous year per employee (as stated in Jack Andrew, “The Price of Success”). In financial terms, this combination of absenteeism and presenteeism cost the UK economy approximately 77.5£ billion in 2017, writes Consultancy.uk. Frighteningly, this trend is growing in the UK, rising from 27.5 days loss of productive time and 73£ billion in lost revenue respectively in 2016. This rise has been attributed mainly to the increased physical and mental anxiety among workers. - Some employers still doubt the impact
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Wellness & Spa || CORPORATE WELLNESS Arianna Huffington and RenéeMarie Stephano
Renée-Marie Stephano holding a keynote address at the World Medical Tourism & Global Healthcare Congress
of presenteeism, dismiss the data, and fail to take action. It’s key to understand that people are not machines – we are not 100 percent task-focused and performing at our best all of the time. It is not a case of having a presenteeism problem or not. All organizations will see a reduction in how productive their people are when they are experiencing physical or mental health issues - said Chris Bailey, Partner at Mercer Marsh Benefits.
BRITISH EXAMPLE
The UK Government released the “Improving Lives: The Work, Health, and Disability Green Paper” in October of 2016 to review the problems of poor health, disease, and disability in workplaces across the country and offer suggestions and examples on how companies can improve employee well-being. The publication ultimately calls for “jobs that actively support and nurture health and well-being, provided by inclusive employers who understand the link between work, health, and disability.” Within the document, organizations of varying sizes like Hatstand Nelly, a small business, large employers like Barclays, and even the public sector exemplified by the National Health Service, are put forward as cases of organizations providing meaningful wellness services to their employees. It is helpful to examine these programs to determine what it is they do correctly to get an idea of how European wellness programs operate as opposed to U.S.-based programs. Hatstand Nelly is a beauty salon located in Aberdeen with staff strength of only 18 employees. They introduced an incentive
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plan to encourage higher levels of attendance with a quarterly bonus of 75£ for employees who show up every day. The program went beyond incentivizing their presence, however. They looked into the reasons their employees missed work and discovered the principal source was back pain. They began a program of communication and at-work activities along with a Pilates lesson following this educational meeting. The plan worked - absenteeism shrank by 60 percent. Representing the public sector, the National Health Service (NHS) manages all public healthcare in the UK and employs 1.4 million people. Through its “Healthy Workforce Programme,” they provide healthy food options, health checkups, and voluntary programs such as weight management to their employees. This is already making an impact in the public sector, with one division in the NHS seeing sick leave drop from 11.1 days per staff year in 2007, to 6.2 in 2016.
MULTINATIONAL WELLNESS
For multinational companies, providing wellness initiatives is rarely straightforward because they need to account for the various needs of individuals across the globe and turn it into one overall wellness strategy. While the day-to-day operations and wellness activities differ from worksite to worksite, there still needs to be a single message promoted throughout the organization
WHAT DOES IT ALL MEAN?
Our health is perhaps our most important attribute - without it, we cannot live up to our full potential as individuals or as employees. Investing in health and well-being makes sense from a business perspective. Preserving health and wellbeing should be a priority for both employees and employers. After all, a healthy economy relies on a healthy workforce. So meet with your colleagues, put on your running shoes, and enjoy a healthy meal. You’ll live longer, and your boss will thank you.
A BEAUTIFUL MIND DESERVES A BEAUTIFUL BODY www.energyclinic.com
Lifestyle || LUXURY HEALTHCARE
VIP Needs in Luxury H UNREALIZED MAR Luxury health tourists search for the best of the very best in healthcare industry and are willing to pay for their extra comfort – are you ready to accommodate them? AUTHOR Rania Kimrakji, Founder and Managing Director of Royalty Consultants www.royaltyconsultants.net
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he concept of luxury medical healthcare and wellness treatments complementing overall healthcare concept simply no longer refers to only medical services, but to patients’ experience management that will help improve accessibility to patients from all levels, quality of service, consistency and affinity. It will help patients appreciate the value of what they are paying for and improve loyalty and medical outcomes, as healthcare providers recognize the importance of going beyond exemplary medical care to engage with patients.
Go a Step Further - Offer 24/7 multi lingual call centre - Coordinate travel itineraries with their personal office, medical tourism facilitator or even with them directly - Coordinate accessibility to offer private jet or ambulance - Organize complimentary pickup and drop-off in a chauffeur driven car - Hire certified interpreters for any language for clear communication - Dedicate a private lift access, to secure their privacy and security - Dedicate a VIP floor with well trained staff offers, several category rooms and suits - Offer in-room entertainment system in the standard VIP suites with a living room, dining room, companion room or even a private kitchen with 24-hour personal service - Offer Exclusive premium in-room dining service with complimentary fine teas, gourmet coffee and a fruit basket - Offer access to patients and family’s support - Provide sophisticated furnishings and fittings which are influenced by local design and color palettes to foster familiarity and a sense of home
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Lifestyle || LUXURY HEALTHCARE
Healthcare & Wellness RKET POTENTIAL THE LEVEL OF LUXURY
The level of offering luxury healthcare and wellness can be connected, defined and distinguished through the quality of the medical professionals, cutting-edge medical technology and the innovation and quality of services offered to the comfort of patients
Rania Kimrakji
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Lifestyle || LUXURY HEALTHCARE EVERYONE IS A VIP
Start with defining VIP as your “Very Important Patient”. It means everyone is a VIP! It could be caring for ordinary patients, but considering them as VIPs - because as long as they might have travelled all the way to get a treatment at your facility, they simply become VIPs. They are the most challenging ones, as they expect a different level of attention. Every medical tourism developing destination is offering or could offer luxury comprehensive healthcare and wellness services, to have wealthy VIP patients - these are the clients that can really create a big difference in the profitability of any business. VIPs do not care at all about the cost, as long as they can be certain to receive a superior quality in health treatments and added services and comfort in every aspect of their life. For them, there is no reason why they should compromise when they need it most and travel overseas to get it.
HOW TO ATTRACT VIPS?
VIP CUSTOMER CARE
Around the world, we have begun to witness a significant increase of hospitals with VIP or VVIP floors, royal and presidential suites, premium or at least executive rooms and almost all of them adapt the hospitality term “VIP standard” to their customer care services. The luxury healthcare model is already common in cosmopolitan cities across Europe, North America, and Middle East, particularly when it comes to elective procedures. The large segments of particular patient demographics require such special service travelling around the world for better healthcare treatments and wellness programs, with a majority coming from Russia, China and GCC (Gulf Corporation Council countries). High-net individuals, royalty and medical tourists are willing to pay for their extra comfort that are already catered to by a number of highly specialized facilities in the market offering additional VIP services. Few worldwide hospitals have the reputation for clinical excellence and over the years they have been the choice for prominent individuals demanding exceptional healthcare that is delivered with discretion and at the highest service standards. Other providers could learn from or the services these exemplary institutions offer to upgrade theirs.
However, not all businesses know how to attract VIP patients or maintain them over time; they might have excellent up CREATING A VIP EXPERIENCE to date medical and wellness treatments For example, many well-known clinics/ or the best professional physicians, but hospitals in Switzerland feel like a pamstill don’t receive, or are known to VIPs. Most businesses operate with the simplis- pering holiday with a Michelin starred chefs offering 24-hour room service to tic idea that as long as they work on their the patient’s own private villa to enjoy products and services and are at par with competitors, these VIPs will come without recovery from elective to major surgeries, while following up on any additional effort. their business from But this is not the case. It is important their suit office and for any business to completely undermeeting room, stand the way VIPs think and shared with their operate. They search for the companions and best of the very best in MIX OF QUALITY a personal nurse. healthcare combined HEALTHCARE AND There is a long list of with wellness activiLUXURY extra mile personalties/services as part ized services, withof their “recovery Offering VIP services is a promising way out compromising phase”, to create to increase revenue to support your any of their high the ultimate luxury business and expand services. It is the quality medical that fits their lifeway forward in the quest for the perfect treatments: “for style experience. mix of quality healthcare and luxury, these types of faIt all starts with offering personalized care cilities, patient safety introducing the “VIP with international standards of and clinical excellence Service Standard” service leading to global comes before luxury and excellent customer services.” care, which is the life recognition Offering VIP services is blood of any driven industry a promising way to increase and business focused on the quality of experience. In modern days, medical revenue to support your business and expand services - it is the way forward in practice often thinks of patients as just the quest for the perfect mix of qual“patients” and not as valued guests.
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Lifestyle || LUXURY HEALTHCARE ity healthcare and luxury. Protect and promote the reputation by designed preparations to address everyone’s’ special needs. Whether they are local or international patients - when they call or walk through the facility door, they will remember their experience and frequently share it through word of mouth or social media outlets. In a world where consumers are playing a far more active role in healthcare decision-making, five-star infrastructure may no longer be enough. The smallest details may nowadays make all the difference. Of course, there are certain critical conditions that need to be met in order for the luxury healthcare model to work worldwide - reputation and trust are the key motivating factors for patients who are willing to forgo and pay high. Emphasising personalized service and marketing to VIP foreign patients will help you establish a brand and further your mission, there is ample opportunity ahead to increase your business and grow your brand.
“With luxury personalised healthcare and wellness consumerism on the rise, no detail is too small for today’s knowledgeable patients from all levels around the world”
VIP Service Standard should include:
- Ensuring second opinions, using its specialists to review patient records - Assigning patient coordinator, managing and coordinating patient’s files - Deliver accessibility to appointments with experts, doctors or surgeons without waiting time - Starting from pathology technician sent to VIP home or hotel room, with same-day turn around for test results - Offer access to test results and complete medical records 24/7 via online personal patient portal - Assisting patients and families and making them aware of all treatment options with clear communication and cultural understanding using certified interpreters to prevent any language barriers and misleading information; communication should include the patient, the family and visiting physicians who accompany the patient to create a common understanding on patient’s treatments and follow-up in home country - Ensuring that all of its patients are served by XYZ Board certified - or equivalent - specialist physicians and highly
qualified clinical staff - Dedicated 24/7 concierge physician at the hospital or hotel during recovery time - Entrance and lounge access, priority appointments, prescription refill, home/ hotel delivery and VIP dedicated staff - Assistance in developing wellness/ rehabilitation recovery therapies for elective treatments in a luxury hotel, planning their whole stay as comfortable as possible - Offer one of its kind holistic healthcare tailor made package to make VIP preventive health check-up experience - an exciting and memorable one! - Incorporate a user-friendly medical technology/device into a patient’s daily life to monitor their health and recovery, transmitting such info to their file and offer medical interference when needed, even overseas
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Split
Destinations || SPLIT - SINCE THE ROMAN TIMES
CITY WITH HEALTH WRITTEN IN ITS GENES PROMO TOURIST BOARD OF SPLIT
Photo: Tourist Board of Split Archive
One of Croatia’s most beautiful towns boasts a mild climate, rich history, as well as renowned wellness centres, hotel complexes and clinics with state-of-the-art diagnostics that provide many opportunities for rest, relaxation and health care
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Destinations || SPLIT - SINCE THE ROMAN TIMES
Ph
o to : To
uris
of t B o ard Split Ar chiv
Peristyle (Peristil)
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Photo: Tourist Board of Split Archive
The Peristyle of Diocletian’s Palace
The Famous Split Water The Split thermal waters became world famous at the beginning of the 20th century, with water quality awards coming from all over the world - according to a University of Vienna analysis, this water was proclaimed the best in Europe
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Destinations || SPLIT - SINCE THE ROMAN TIMES
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plit has healing properties written in its genes. The key lies in the distant past and the beginnings of the city, and a legend that even historians believe: that the Roman Emperor Diocletian, deciding to retire from the throne, chose a place for his retirement palace where he could treat his rheumatism.
EMPEROR DIOCLETIAN’S SPA
Cathedral and Bell Tower of St. Domnius Cathedral
co-emperor Maximilianus built in Rome the greatest one the Empire had ever seen. Is not this the best evidence of the extent to which one of the most beautiful Croatian cities, “soaked” in rich history, is also a God-given place for the treatment of the body and the soul? Diocletian’s Palace and the Split city core are one of the few places where antiquity, the Middle Ages and modern times are intertwined to such an extent. Just sit on the stairs of the Peristyle, dive into the medieval maze of the ghetto, stroll along the Riva or the Pjaca... Just like when you dip your finger into the sea you are connected with the whole world, every step through the Split city core contains 17 centuries of the city’s history.
Photo: Tourist Board of Split Archive
P ho
urist Board of S plit A to: To rchi v
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When he moved to the Palace in 305, Diocletian treated his issues with medicinal water from the spring at his residence, which his most important biographers such as Lactantius or Eutropius wrote about. That is why spas were built in the south-western part of the palace, where FROM ANTIQUITY TO the old emperor bathed and treated SECESSION himself with sulphur-rich mineral water. Of course, Diocletian was not the last to The founder of Split also had his guests in enjoy the benefits of the medicinal springs mind, so he built another spa for them in as many used them, from the monks in the eastern part of the palace, next to the the monastery of St. Francis on the Riva, emperor’s dining room. And if there was to the Split housewives who for centuries ever a person who knew bleached their clothes at the springs on something about the Riva (which they popularly called spas, it was Piškera), to a more recent trend of Pjaca (People’s Square) Diocletian, swimming in the bathing resort, who with developed at the same spot when the Split-born Nikola Selebam developped a bath with stone baths, where he charged 20 or 10 karantans for an hour of bathing in a hot or cold water, respectively. However, all of this was nothing compared to the construction of the Split spa, in the beautiful
Golden Gate, with the statue of Bishop Gregorius of Nin
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Destinations || SPLIT - SINCE THE ROMAN TIMES The Diocletian’s Palace Substructures
of Split Archive oard ist B r u : To oto Ph
blood vessels; the effects of injury and sciatica, lumbago and muscular stiffness; neuralgia, neurasthenia and hysteria; chronic blood poisoning and skin diseases; spinal diseases and women’s illnesses”. And the results were there! It was recorded that the spa had 300 clients daily in 1913. Maybe Marmontova (street), nowadays a section in the department of the Clinical Hospital Centre Split, will see tourists coming again, but today there are some new players on the scene, because Split is once again heading towards creating a wellness paradise.
Photo: Tourist Board of Split Archive
RELAXATION AND HEALTH
There is an increasing number of private polyclinics - Sunce, Matulić, Obad, Affidea... which exploit the Split region with its divine climate for health benefits, offering the most modern diagnostics. The large number of private clinics that have long since become part of an increasingly popular wave of health tourism should also not to be ignored. Of course, there is also the Clinical Hospital Centre Split as the largest
DIOCLETIAN'S LEGACY
secession building hospital in Dalmatia, which Emperor Diocletian chose designed by Kamilo also services a large part of Tončić, still standBosnia and Herzegovina. Split as the place where ing to this day. The long standing Filomhe decided to enjoy his This spa became ena Spa offers its services retirement, and he treated world famous at at the five-star Park Hotel, his illnesses with medicinal, the beginning of the while another hotel of the sulphur-rich water 20th century, receiving same category, the Atrium, awards for the quality of also has a spa and wellness centhe water from Vienna, Rome, tre with facial and body treatments, London, Paris, Brussels, and even Finnish and Turkish saunas, jacuzzis, a gym, from the United States. Moreover, the massages... The Diocletian Spa & Wellness University of Vienna analysis proclaimed at Le Meridien Lav*****, along with an the Split mineral-sulphur-radio-iodineindoor and outdoor swimming pool and bromine water as the best in Europe. The a beach only some twenty metres away, Croatian painter Radovan Tommaseo offers a wide range of massages, body designed posters to attract the wellness and facial treatments, rest and relaxation buffs of the era, while brochures offered rooms, a fitness centre, yoga, as well as jogthem treatment for “inflammation of the ging or walking along the sea shore. On the muscles and joints regardless of whether other hand, the Radisson Blu Resort ****, the inflammation is of rheumatic or uratic on an area of 2000 square meters, offers significance; chronic inflammation of the 12 treatment rooms, two Finnish saunas, a
hydrotherapy pool and a Japanese Onsen pool, as well as a fitness centre. You can also enjoy a complete wellness treatment at the Diocletian Hotel & Residence, which also has a unique roof-top pool overlooking the Central Dalmatian islands. Facilities for relaxation and health are also offered by one of the newest Split Cornaro hotels in the heart of the city. Of course, the recently opened health hotel Marvie, right in the vicinity of the Clinical Hospital Centre Split and the sea, should also not be given
Photo: Tourist Board of Split Archive
a miss. In addition to the usual wellness facilities and treatments, and a pool, you can also receive medical attention, tips and instructions for a healthier lifestyle in this newly opened facility.
DIVE INTO NATURE
Let us not forget that Split and its surroundings offer countless opportunities for enjoying the nature. Practically at the very heart of the city you can explore all the secrets of the Marjan forest park and swim at numerous beaches. Nearby you can swim in the crystal clear sea on the islands of Brač, Hvar, Šolta or Vis; hike on the islands or the nearby Mosor, Kozjak and Biokovo, cycle on hundreds of kilometers of trails throughout the Split-Dalmatia County, enjoy endless walks along the sea... Each of these activities is proof of what we have already concluded: Split has health written in its genes.
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HEALTH TOURISM || PROMO BAGATIN CLINIC
Bagatin Laws of Branding
Everything you do is branding, says Ognjen Bagatin, Bagatin Clinic CEO, as he shares his personal experience of building the Bagatin Clinic brand and 360° approach to marketing
ocated in two attractive locations in the center of Zagreb, Bagatin Clinic is Croatia’s leading multispecialty clinic. The story of Bagatin Clinic started in 1995, when Prof. Marijo Bagatin, one of the most renowned maxillofacial surgeons in Croatia, opened his private practice. This family-run clinic was inherited by his sons, Dinko and Tomica, both successful and acknowledged cosmetic surgeons, and Ognjen, on the position of the clinic Director. With more than 22 years of experience, the Clinic has provided more than 16.000 clients with high quality aesthetic services. The Clinic offers more than 250 different treatments across four departments with 80 employees ensuring and devoting themselves to providing a five-star treatment through the entire customer journey. State-of-the-art technology, latest methods of non-invasive treatments and surgical procedures, coupled with highly trained and educated medical specialists result in Bagatin Clinic being the top service provider that follows international standards. Today, they are recognized as the leading plastic surgery, dentistry, dermatology and cosmetology clinic in Croatia.
MARKETING WIZARDS
From the very inception of the Bagatin Clinic, their business strategy was to set up a standard of quality that was unparalleled in the Croatian market, and the Clinic recognized the importance of using modern channels of communication and marketing from the start. With an innovative approach to marketing Bagatin Clinic has set a standard of excellence that starts with excellent communication with the clients and an individualized approach. Clinic continually works on creating unique content on their website and social
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AUTHOR Andrea Šitum
media platforms (Instagram, LinkedIn, YouTube and two Facebook pages, Bagatin Clinic and Bagatin Clinic dental center) to give the clients additional value. This approach has resulted in a large number of followers on Facebook, more than 134 000 as well as in the monthly reach of their content.
TRACKING CLIENT PREFERENCES
Bagatin Clinic online guides and pricelists are being downloaded in more than 260.000 copies a year the marketing team monitors web performance daily and keeps track of the preferences of current and potential clients according to the number of downloaded materials
EMPHASIS ON VIDEO CONTENT
Bagatin Clinic advertises in the most popular magazines and portals – through classic ads, native ads, vlogs, columns and organized events. - We have started including a lot of video content in the marketing collateral and have focused marketing activities in that direction. All videos are being uploaded on our YouTube channel, with currently more than 300 videos online, and embedded afterwards within the webpage content and social media, very often with subtitles. Furthermore, we post one-minute
HEALTH TOURISM || PROMO BAGATIN CLINIC
5 Marketing Tips & Tricks
by the director of Bagatin Clinic, CEO, Ognjen Bagatin
1. Test everything Every business story or market is unique and without testing you can’t possibly know which marketing channels are the best for you. 2. Use all available online tools for lead generation Their cost is usually insignificant next to the potential benefits (or at least try them through a trial period). 3. Find someone good for this job because you don’t have a clue Be sure he/she is married to Excel! 4. Set up your goals and allocate your budget Your key metrics are lead conversion rate and cost per lead. See if numbers are green, be aware of the statistical significance! 5. Do everything again – every day, every week, every month! And remember, everything you do is branding. Be detailed. Be consistent. Be patient. Your people, your clients, your brand. In that order. There is no other correct way.
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HEALTH TOURISM || PROMO BAGATIN CLINIC educational videos on Facebook and Instagram profiles where the Clinic’s doctors answer the most common questions and explain the procedures more closely to the clients. With the same purpose the Bagatin TV channel has been integrated within the webpage with videos of the doctors explaining the procedures, first hand patient experiences and presentational videos for introducing new technologies - says Ognjen Bagatin, Clinic CEO. Bagatin Clinic online guides and pricelists are being downloaded in more than 260 000 copies a year and this personal approach to communication has attracted new patients and allowed them the retention of the existing ones. - With the help of our loyal brand ambassadors and spokespersons and their positive attitude through the campaigns we have reached 1.242.000 fans and followers. The marketing team monitors web performance daily and keeps track of the preferences of our current and potential clients according to the number of downloaded materials – added Mr. Bagatin.
Bagatin Laws of Branding
UTILIZING ALL RELEVANT PLATFORMS
Measure your KPIs. Anytime and anywhere you have to know your marketing and sales numbers.
Average investment in Google and Facebook advertising amounts to $600.000 per year. The Clinic covers all channels and all parts of the customer journey - ads, communication and targeting are tailored according to the RACE model (reach, act, convert and engage) and use advanced analytical tools such as Supermetrics that enables to keep track of all the campaigns. Furthermore, the Clinic uses Google Search Network and Display Network, while on Facebook they use a diversity of campaigns – engagement, traffic, conversion and lead ads which they optimize to get the best of results. Bagatin Clinic is proud to be the marketing leader in Croatia and the region with presence on all relevant platforms, where the interactivity of the website enables clients to be fully digitally interactive with the team before even entering the Clinic. In creating the brand, the Bagatin Clinic went so far that the postulate, called “7 Bagatin Laws of Branding”, has emerged, giving clear guidelines important for the process of building a brand.
STRENGTHENING CLIENT LOYALTY
Bagatin Clinic believes in providing the clients with tailored services on pair with five-star hotels and offers their loyal clients the opportunity to enroll into the exclusive loyalty program called Elite club. - It is a way of consolidating the existing relationships with the clients, to attract new ones and turn one-time visitors into regular clients. The
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BE YOUR MISSION AND VISION
Be consistent in knowing where you are going and how you will get there.
ACT ON YOUR STRENGTHS
You have to know what your competitive advantages are - your people are your strength. Answer yourself the question, what makes you special?
GROW YOUR IDENTITY AND IMAGE
Do never compromise your mission and vision. Everything you do or don’t do is branding!
ASK YOUR CLIENTS
Not all clients are desirable. You have to know your clients - segmentation and targeting. Brand your most profitable services!
TIMING & CONTINUITY
Be constantly visible everywhere your customers are! Keep on keeping your presence!
INVESTIGATE & MEASURE
NEVER BREAK YOUR PROMISE
Never overpromise & underdeliever. Quality over quantity. Always measure your clients’ satisfaction!
DESTINATION GUIDE In cooperation with the Medical Tourism Association, Bagatin Clinic has created a unique destination guide that contains all the necessary information regarding Zagreb and Croatia as top tourist destinations, with an in-depth description of the Clinic and its services, staff, facilities and equipment
loyalty program enables the Clinic to get to know the clients and their habits with the purpose of sales improvement and brand strengthening – says Mr. Bagatin. Special events are being organized with partners from Croatia and the entire region for the Loyalty club clients where they are presented with services and products that might seem appealing to them (e.g. Rolex, Moet). The Clinic also organizes open door events where the existing and potential
HEALTH TOURISM || PROMO BAGATIN CLINIC
info
Bagatin Clinic Green Gold Tower Grada Vukovara 269a/10, 10000 Zagreb, Croatia Downtown - Centre Kneza Višeslava 14/2, 10000 Zagreb, Croatia T: +385 (0) 1 46 10 225 Email: info@poliklinikabagatin.hr www.poliklinikabagatin.hr
clients are offered with free consultation for certain services and provide the clients with special discounts on certain services at a certain time - Happy Hours.
INTERNATIONAL PRESENCE
One of the greatest achievements for Bagatin Clinic in the area of marketing (traditional as well as digital) in the international markets was the publication of the Destination Guide in cooperation with the
in Los Angeles, where they participated as Golden sponsors, with their CEO, ALL CHANNELS Ognjen Bagatin, as AVAILABLE one of the speakers. Bagatin Clinic continually works on Furthermore, in 2017 creating unique content on their Croatia hosted several significant conferwebsite and social media platforms ences relevant in (Instagram, LinkedIn, YouTube and the world of meditwo Facebook pages, Bagatin cal tourism such as Clinic and Bagatin Clinic dental the HTI Conference in center) to give the clients Rovinj with Bagatin Clinic additional value participating as silver sponsor and the IMTJ Summit held in Opatija where the Clinic was awarded for the “International Cosmetic Surgery Clinic of the Year” and won third place for the “Best Marketing Initiative” in 2017. This year, Bagatin Clinic continues at the same pace in building the brand internationally. The year of international performances begins in February at the 4th Annual Tourism CE Summit in Berlin with the title of Sponsor. Upon the return, Bagatin Medical Tourism Association which is now Clinic is welcoming the HTI Conference in printed in its third edition. Their joint efforts Zagreb, again with the title of a silver sponand cooperation resulted in a unique guide sor. This is followed by an equally important that contains all the necessary information IMTJ Summit which is held in beautiful regarding Zagreb and Croatia as top tourist Athens this year. With the title of the Golden destinations, with an in-depth description of Sponsor, Bagatin Clinic is eagerly awaiting the Clinic and its services, staff, facilities and this year’s winner nominations as it has been equipment. nominated in four categories - for excellence To increase the number of international in customer care, best marketing initiative, clients, Bagatin Clinic actively visits specialbest cosmetic surgery and best dental clinic ized global conferences, such as the WMTC of the year. We hold the thumbs!
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Health tourism || PROMO ST. CATHERINE SPECIALTY HOSPITAL
ST. CATHERINE SPECIALTY HOSPITAL Special from all Angles St. Catherine Specialty Hospital focuses on special services – such as advanced diagnostics, orthopedic procedures, spine surgery, pain management and sports medicine while providing the best results possible
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or those of us (foreign visitors) who visit Eastern Europe, there are no immediate associations with excellence in healthcare. Many of us do not imagine the medical field and the infrastructure of healthcare services to be world class, or top of the line, in this region. Obviously, this isn’t the case with St. Catherine. While the secret of Croatia as a tourism destination has been unveiled for a few years now, the medical prowess of this country lags behind. Croatia has a long way to go, but the first correct steps have been made. Few medical institutions are already serving as the best brand ambassadors of Croatia in Medical Tourism. In one specific healthcare category, St. Catherine Specialty Hospital is a class by itself.
SUPERIOR DIAGNOSTICS AND REHABILITATION
St. Catherine Specialty Hospital is by definition a center of excellence in advanced
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AUTHOR Ilan Geva
diagnostics, orthopedic procedures, spine surgery, pain management and sports medicine. It also provides unique personalized treatments following the most innovative diagnostics methods by any global standard. What sets the hospital apart is the ability to provide superior diagnostics, the best of class surgery and treatment, and all that followed by first-rate rehabilitation and physical therapy treatments. These services are all provided under one roof, and it represents an undeniable value for the medical traveler. No wonder that world famous athletes prefer to be treated at this hospital, knowing
“Coming to Croatia is a pleasure, if needs be and the visit includes medical treatment, why not go to a place where people are competent, friendly and professional” Ilan Geva
that not only will they get the best possible treatment, but in some cases it will prolong their careers. The personalized treatment strategies customize treatment methods to the needs and the condition of the athlete, and brings into the process experts in the fields of Radiology, Orthopedics, Surgery, Anesthesiology, Gastroenterology, Neurology and Physical Medicine.
PATIENT-CENTERED MEDICINE
In today’s fast moving engagement with customers, wherever they are, the term Patient-Centered Medicine is crucial for success. At St. Catherine this is implemented throughout the entire process of healing and treating patients. The first point of contact, the call center, is deeply involved in responding to any call made by a customer, as fast and as efficiently as possible. Email queries from interested patients (customers) around the world are answered at any time, and prompt. Staff are trained to listen to customers, inform them and involve them in the process of healing, while respecting
Health tourism || PROMO ST. CATHERINE SPECIALTY HOSPITAL
Global Healthcare Accreditation erine became the first European hospital to be awarded the Global Healthcare Accreditation, making it one of the world’s most prestigious healthcare institutions and thus placing the Croatian healthcare system on the world map
St. Catherine enjoys numerous collaborations and partnerships around the world. Among those special relationships one can find Unfallkrankenhaus in Berlin as well as Regiomed-Kliniken in Germany, Diagnostikum Graz in Austria, Carolina’s Pain Institute in the USA, Faculty of Medicine Siriraj Hospital, Mahidol University in Thailand and more. What gives St. Catherine another distinctive international reputation is the close affiliation with the Croatian Olympic Committee, The Croatian Football Federation, The Croatian Taekwondo Federation as well as many other local and regional sports clubs.
ON THE FRONT OF SOPHISTICATED MEDICINE
Having some of the best researchers and doctors on staff, allows St. Catherine to be on the front of sophisticated medicine in the region. This hospital is one of the very few European medical institutions that apply adipose-derived mesenchymal stem cells (MSC) in clinical practice. Thus, at St.
PATIENTS FIRST
The term “Patient-Centered Medicine” suits this establishment perfectly, where the customers’ objectives and preferences are being considered, together with their values and economic resources
info n
INTERNATIONAL REPUTATION
Catherine the orthopedic team is now practicing a new medical alternative: the meniscal transplant, an extremely short (one hour), outpatient, arthroscopic, procedure that uses donor tissue to replace damaged meniscus, a process that can slow down the effects of arthritis. For athletes, that means that their professional sports career can now be prolonged by 2-3 years without major surgery, and hospitalization. Recent results published in Genes journal where physicians from St. Catherine Specialty Hospital described a significant progress in treating patients with osteoarthritis by using intra-articular injections of micro fragmented fat tissue with mesenchymal stem cells, drew a lot of attention worldwide. Other activities where St. Catherine plays a major role, is the participation in the PainOmics consortium, a project that includes 9 countries.
As a visitor, who has benefited from some of the services at St. Catherine, I can testify that the level of attention to detail, the friendliness of the staff, and attention to all minute details are first rate. In the realities of medical tourism today, where price is sometimes the only consideration, especially for patients from the USA, I can attest that St. Catherine goes beyond that simplistic comparison. Coming to Croatia is a pleasure, if needs be and the visit includes medical treatment, why not go to a place where people are competent, friendly and professional.
N Ch atio
the needs and ensuring that patient values guide all clinical decisions. Being a medical travel destination made it clear to the management at St. Catherine that cultural differences must always be considered at the hospital. A great effort has been made to tackle this issue, and local, regional and foreign guests from all around the world, feel at home at this hospital.
OUTSTANDING PATIENT EXPERIENCE
20 am na 16 /1 pio l 7
During the plenary session at the 10th World Medical Tourism & Healthcare Congress in Los Angeles, St. Catherine Specialty Hospital in Croatia was awarded one of the world’s most prestigious accreditation - the Global Healthcare Accreditation (GHA). St. Cath-
St. Catherine Specialty Hospital Bracak 8, 49210 Zabok, Croatia Phone +385 49 296 600 Fax +385 49 296 699 E-mail: info@svkatarina.hr
St. Catherine Specialty Hospital, Business unit Zagreb Trpinjska Street 9, 10 000 Zagreb, Croatia Phone +385 1 2867 400 Fax +385 1 2867 499 E-mail: infozg@svkatarina.hr www.svkatarina.hr www.facebook.com/sv.katarina
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Dental tourism || ORTOIMPLANT DENTAL SPA
No More Obstacles for Perfect Smile Zygoma All-on-4 method enables to implant four zygomatic implants even to a completely dysfunctional upper jaw, resulting in permanent teeth just after a few hours in the dental chair
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PROMO ORTOIMPLANT DENTAL SPA
ou may have been told that you are not a suitable candidate for upper jaw implants and that your only option is the outdated and uncomfortable prosthesis or more implants plus bone augmentation (sinus lift). We believe that anyone who is convinced there is no other option will be glad to hear that is no longer the case, thanks to the Zygoma All-on-4 method. Now everyone with lack of bone matter or complete bone resorption in the upper jaw can get implants. Thanks to this state of the art dental method, implemented in only a few offices in the world, dealing with missing teeth will never be the same.
FROM DENTAL PROSTHESIS TO ZYGOMA ALL-ON-4
It has been a long journey for dentistry, one that took us from uncomfortable prosthesis to Zygoma All-on-4 concept. Luckily, now patients with a completely toothless jaw can say goodbye to their old prosthesis, thanks to All-on-4 – a method where both jaws can be implanted with four implants made on the basis of digitally
DREAM ON A DENTAL CHAIR Being the first Croatian dental practice registered for anaesthesiology, in Ortoimplant Dental Spa you can forget about pain, dream on a dental chair and wake up with your new teeth
designed teeth. The best dental implants on the market, combined with the state of the art treatment concept, result in a fast and painless treatment. In a couple of hours, the patient gets teeth prototype implants as a temporary solution, while the permanent solution takes two and a half months to be ready. The result is fixed prosthesis which does not appear different from natural teeth. The greatest obstacle for dental implants has always been a lack of bone matter where the implant should be placed. If the root is missing for a longer period of time, the location of the tooth loses bone matter. Until now, this was treated by a long and sometimes uncomfortable bone augmen-
tation procedure. Luckily, that obstacle is no longer present because now you can implant zygomatic implants in the upper jaw. Zygoma implants or zygomatic implants are a revolutionary new type of implants for the upper jaw. The method was developed by Per Ingvar Brånemark, a Swedish professor, biologist, orthopaedic surgeon and scientist who dedicated a huge part of his scientific work to osseointegration (functional joining of the bone and implant).
100 PERCENT SUCCESS RATE
Zygoma All-on-4 protocol has almost a 100 percent success rate and there is no need for artificial bone implants or sinus lift. Patients respond well to the protocol, especially because the procedure is entirely painless and quick. The procedure can be done on patients with diabetes, osteoporosis or another condition which can be contraindicated for bone augmentation. Also, patients can maintain oral hygiene more easily since it is identical to the care needed for natural teeth. Unlike All-on-4 method with a traditional procedure, the procedure with zygoma implants is two times more expensive and is done exclusively by dentists with exceptional manual skills and training necessary for them to learn this operative-prosthetic method of dealing with tooth loss. So, if you were told that you are not a suitable candidate for implants, don’t hesitate to call for a free initial check up and consultation.
Meet Zdenko Trampuš, DDS Zdenko Trampuš, DDS, graduated from the School of Dental Medicine at University of Zagreb. He received further training in the field of implantology at UCLA (University of California Los Angeles, USA) in 2008. He is a member of American Dental Implant Associaton, co-founder and member of the European Academy of Piezosurgery, member of the International Congress of Oral Implantologists, and co-founder and member of GFDT (Functional Diagnostics and Therapy Association). Also, he is a member of Croatian Society for Maxillofacial, Plastic and Reconstructive Head and Neck Surgery, as well as Croatian Medical Association
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Dental tourism || ORTOIMPLANT DENTAL SPA
info
Ortoimplant Dental Spa Ilica 282, 10000 Zagreb, Croatia T: +385 (0) 1 37 03 498 Email: info@ortoimplant.hr www.ortoimplant.hr www.croatiadentists.com
„From my experience, I believe this method, that requires excellent surgical skills takes precedence over other methods for dealing with tooth loss. That includes six or eight implants in the upper jaw and sinus lift, a bone augmentation procedure“
Ivana Trampuš
Zdenko Trampuš, DDS
Unique Dental Spa Concept Dental Spa concept is a unique dental care concept which integrates top-notch dental care with spa therapy. With the help of the latest technology, a dental visit has finally become a pleasant and painless experience, enhanced by immunostimulatory face-, head- and neck massages, lymph drainage, oxygen facial therapy and magnetic bioresonance. In accordance with integrative approach, the Dental Spa concept also includes ZUU BAR, the first dental spa bar, as well as the Bodyforming Institute for body shaping
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Health tourism || HEALTHCARE QUALITY
Rethinking Quality IN HEALTHCARE
While building new perception of healthcare based on differentiation from traditional healthcare and its disease focused culture, the health industry must also tackle with three challenges posed by health tourism
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AUTHOR Prof. Paulo Moreira, Editor-in-Chief IJHM
he vast majority of research published on healthcare quality management focusses on staff and organizational responsiveness, patient safety, timely access, needs response, procedures and conformance, facilities, communication phenomena, available technology, skills and teamwork. While these dimensions are not comprehensive, they indicate the most common approaches for measuring it. Dozens of instruments have been designed to measure perceptions of service quality (e.g., many evolving from SERVQUAL or SERVPERF). These have been adapted to the specific intention of measuring quality in healthcare organizations and a number of meta-dimensions have also been developed for practice. Globally, a number of healthcare quality related publications have been reflecting, for the past four decades, a combination of these dimensions and have given origin to a number of whole organizational Accreditation models as well as a number of more simple Certification programs.
PERCEPTION OF QUALITY
Overall, however, the key dimensions
Competitive Advantage The ultimate strategic issue of relevance for healthcare quality management is how to influence perceptions of quality. If your customers perceive you as a “quality organization�, the dimensions of non-perceived quality remain irrelevant, from a market competitiveness perspective
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Health tourism || HEALTHCARE QUALITY for strategic development remain within the phenomena of perceptions. In other words, the ultimate strategic issue of relevance for healthcare quality management is how to influence perceptions of quality. This is the single most important factor for competitive advantage. If your customers perceive you as a “quality organization�, the dimensions of nonperceived quality remain irrelevant, from a market competitiveness perspective. Notwithstanding, the non-perceived quality events in healthcare include a diversity of factors as complex as actual iatrogenic events (i.e.: clinical errors, infections, misdiagnosis, medication errors, clinical fraud, etc.) of difficult understanding by the public at large due to their related scientific and technical descriptions. Yet, when non-perceived quality events become public, the organization faces a sudden reputation crisis and needs to act swiftly through Public Relations experts.
FOCUS ON POSITIVE HEALTH
In this context, we make clear a strategic challenge posed by health tourism to the traditional healthcare systems: as non-desirable events occur daily in healthcare organizations, what are the implications for the future perspectives of health tourism? To propose a simple answer, it is clear that the health tourism industry will want
Paulo Moreira at HTI Conference
The Diverse Range of Healthcare Management The International Journal of Healthcare Management (IJHM) serves all those directly involved in, or concerned with, the organisation, delivery, marketing and management of healthcare services, at a strategic and operational level. The Journal’s content adresses the diverse range of disciplines that healthcare services management and marketing draws upon, while its international scope and aims give special focus to a variety of management issues. It provides a peer-reviewed forum for the publication of briefings, discussion, applied research, case studies, expert comment and analysis on the key issues affecting the management and marketing of this sector
to establish a new perception of healthcare built on Differentiation from traditional healthcare and its disease focused culture. The focus on positive health, therefore, is the natural positioning for the health industry while facing three strategic challenges.
CHALLENGES OF HEALTH TOURISM
First, wellness resorts and health tourism projects should transform the concept of healthcare quality into a new perspective of wellness and prevention quality as a base for its business and services development. This is an old proposal of the World Health Organization (WHO)
and the current global wellness trend is one effective path to achieve it. Thus, here is a first challenge for the health tourism industry: adopt the preventive discourse of WHO and become the leading agent in high quality health promotion and prevention services. Second, health tourism as a concept, and as a global business trend, should clearly establish its differences and its distinctive nature from the concept of medical
tourism which has, naturally, its own potential and global niches. The industry will not benefit if citizens confuse healthcare for patients with preventive wellness services. Having said that, health tourism agents may need to integrate selected clinical skills into wellness services and here is another key strategic challenge: achieve western clinical skills mix integration with wellness holistic therapies and techniques. Third, models of specific Accreditation for health tourism organizations are desirable only if they have specific international recognition and organizational relevance. One cannot seriously expect that current alternatives, such as Joint Commission, are truly relevant for health tourism, even if they may be relevant for medical tourism projects. And here is another challenge for the health tourism industry: develop, disseminate and implement globally, specific models of Accreditation for Health Tourism organizations.
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Specialty Hospital Medico, situated in Rijeka, is one of the first privately-owned medical institutions in the Republic of Croatia, successfully combining cutting edge diagnostics and surgery. With more than a hundred employees, including 65 distinguished physicians, Medico provides top quality health care to patients across 24 specialized medical areas. Medico is the first medical institution in Croatia to obtain the American Accreditation Commission International certificate for quality and patient safety, holds the Temos Certificate “Quality in International Patient Care” and has been operating in compliance to the highest international standards, such as the ISO standards, for almost two decades. Specialties: • Anesthesiology • Cardiology • Dermatology and venerology • Endocrinology and diabetology • Gastroenterology • General surgery • Ginecology and obstetrics
• Health programs (check-up) • Hematology • Internal medicine • Medical Biochemistry Laboratory • Nephrology • Neurology
• Neurosurgery • Ophthalmology • Orthopaedics • Otorhinolaryngology • Plastic surgery • Pulmonology • Radiology • Urology • Vascular surgery
Information & Reservations:
In one day, at one place. medico@medico.hr www.medico.hr
RIJEKA: 051/263 109; Agatićeva 8 Monday - Friday 7:00 AM - 9:00 PM Saturday 7:30 AM - 2:00 PM PULA: 052/633 333; Rizzijeva 101 Monday - Friday 7:30 AM - 8:00 PM
Health tourism || IVF POLYCLINIC
REGIONAL LEADER in Infertility Treatments
IVF Polyclinic, renowned for an extremely high success rate in IVF (in vitro fertilization), closely follows trends and develops its own method in infertility treatments
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ach year of our efforts results in roughly in a hundred newborn babies - we are informed by IVF Polyclinic, the first private polyclinic for gynecology, obstetrics and reproductive medicine in Croatia, which also performs in vitro procedures – IVF and ICSI. Since its founding in 1997 the polyclinic has established itself as a centre offering all-around care, treatment and therapy to infertile couples, owing to the thirty years of experience of its founder Prof. Velimir Šimunić, MD, PhD, one of the world’s pioneers in IVF treatments. Siginificant attention is paid to the latest ideas and trends worldwide, as well as to the clinic’s own practice and research of causes of infertility in men and women, and developing treatment methods. In 2013 the IVF Polyclinic team was joined by Igor Maričić, MD, gynecologist with a subspecialty in
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PROMO IVF POLYCLINIC
human reproduction and a leading expert in outpatient hysteroscopy in Croatia.
TEAM OF TOP EXPERTS
Joining Prof. Velimir Šimunić, MD, PhD, and doctor Maričić on the team are Prof. Srećko Ciglar, MD, PhD, also a subspecialist in hu-
In 2016 IVF Polyclinic became an International Accredited Clinic of Global Clinic Rating
man reproduction, Prof. Mirko Koršić, MD, a renowned endocrinologist and diabetologist, and member of the British Academy of Medical Sciences, radiologist Edita Parac Blažević, MD, and gynecologist Mihajlo Strelec, MD. Clinical embryologists Danko Dobec and PhD Igor Matić, and IVF Polyclinic’s general manager Anita Šimunić, LL.M., Ec.S., also contribute to the polyclinic’s outstanding results. The elegantly designed IVF Polyclinic occupies almost 400 m2 of the groundfloor of a new modern building. It features a spacious modern waiting room and two large gynecology clinics, fully equipped for complete diagnostics and minor surgerical procedures. The IVF Polyclinic not only offers a variety of outpatient treatments in the areas of gynecology, obstetrics and reproductive medicine, but functions as a day hospital as well. There are two patient rooms, an operating room and an IVF center in a completely separate and protected area.
Health tourism || IVF POLYCLINIC
More than 4000 Babies Born in Croatia Prof. Velimir Šimunić, MD, PhD, IVF Polyclinic owner and medical director, a specialist in gynecology and obstetrics with a subspecialty in human reproduction, was the head of the Institute of Human Reproduction at the Women’s Health Clinic in Zagreb for over 25 years. He is a regular member of the Croatian Academy of Medical Sciences and a professor of gynecology and obstetrics at the Zagreb Faculty of Medicine. In 2017 he got the highest national award (Croatian Medical Chamber) for achievement in clinical medicine.
IVF Polyclinic
HIGH SUCCESS RATE
16,8%
The IVF center is set up according to all modern principles and rules of the Croatian Ministry of Health EU regulations and ESHRE guidelines. The IVF center is divided into four units – an andrology laboratory for outpatients, an embryology laboratory with special rooms for sperm processing, and gamete and embryo cryopreservation. IVF Polyclinic works closely with and is part of organizations of the most esteemed medical experts in Croatia. Owing to the physicians’ outstanding expertise, their world-class level of experience and exceptionally attentive approach to patients, as well as the quality of service and affordable prices, there is no doubt that the polyclinic is equal to leading infertility treatment centers in Europe and worldwide. What distinguishes this polyclinic from its competition is primarily the exceptionally high success rate of IVF procedures procedures.
1 6,8%
IVF POLYCLINIC’S SERVICES
ART SUCCESS RATE Clinical pregnancy rate Ovulation induction
61,3%
3 - 4 cycles AIH / ITI - IUI 1 cycle / all patients
5,2%
IVF - ICSI / per ET * all patients
37,6% 52,1%
* ≤ 35 yr age Cryo ET / FET * oocytes or embryos *all patients
34,8%
Spontaneous abortion rate Multiple pregnancy * twins Complications (OHSS..)
Prof. Šimunić, MD, PhD, is a pioneer in gynecological endocrinology and human reproduction on the territory of former Yugoslavia. He started an IVF program at the hospital in Petrova street as far back as in 1982/83 and headed the team responsible for the conception and birth of the first IVF baby – Robert Veriga. Robert Veriga was born as the first IVF baby in former Yugoslavia and third in Europe. Since then doctor Šimunić has enabled more than 4000 IVF children to be born.
0,9% Table 1
DNA fragmentation and determining chromosome anomalies. In diagnosing infertility in women the polyclinic checks for uterine anomalies, treats endometriosis, damaged fallopian tubes and ovulation disorders. Infertility treatment also includes an outpatient hysteroscopy procedure, which can be diagnostic or surgical. When it comes to diagnostics in gynecology, IVF Polyclinic treats preinvasive lesions of cervix (HPV, CIN, colposcopy, LLETZ conization), diagnoses tumors, diagnoses and treats endometriosis, treats endocrinological disorders and polycystic ovaries, menorrhagia and abnormal bleedings. The polyclinic offers comprehensive ultrasound diagnostic services, checkups of normal and pathological pregnancies, repeated miscarriage treatment and diagnosing fetal normality. As for women’s preventive health care services, the polyclinic also diagnoses breast diseases.
info
IVF Polyclinic Polyclinic for gynecology, obstetrics and reproductive medicine Babonićeva 121, 10000 Zagreb, Croatia T: +385 (0) 1 46 78 600 Email: pitanja@ivf.hr www.ivf.hr
The polyclinic’s main service is infertility diagnostics and treatment, which includes various procedures: semen analysis, sperm
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Health tourism || SPECIAL HOSPITAL AKROMION
State-of-the-art Methods FOR TREATING THE BONE AND JOINT SYSTEM
Members of the expert team of the Special Hospital Akromion, as well as all other employees, are dedicated to the health and successful recovery of the patients on a daily basis
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rof. Nikola Čičak, MD, spec. orthopedist, is an internationally acclaimed orthopedist who performs shoulder surgery and artificial hip replacement as his narrow area of operation. As Director of Special Hospital Akromion, the largest private orthopedic hospital in Croatia, he is involved in promoting hospital excellence and developing new original surgical methods on a daily basis. Apart from being equipped with state-ofthe-art technology for the treatment of diseases and injuries to the bone and joint system, Special Hospital Akromion is also an integrated e-hospital. What does this mean for the medical team and the patients? - The hospital is fully computerized and networked with its outpatient clinics in Split and Zagreb. There are no patient files, paperwork, and waiting lists in the traditional sense. It is the first such e-hospital in Croatia. The state-of-theart technology of integrated operating rooms allows physicians and hospital staff to have complete access to patient medical records during the surgery, enabling immediate and timely consultations. Which procedures are most frequently performed at Special Hospital Akromion? - Special Hospital Akromion has been recognized as a top-notch institution where the most complex orthopedic procedures are performed, such as reconstructions after bone fractures, tendon and ligament tears, as well as hip, knee and shoulder replacement. In athletes, we usually perform arthroscopic procedures of the shoulder,
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PROMO SPECIAL HOSPITAL AKROMION
The Largest Private Orthopaedic Hospital Akromion Special Hospital for Orthopaedic Surgery is the largest private orthopaedic hospital in Croatia. Spread over three stories, it is equipped with state-of-the-art equipment, a surgical block with three operating rooms and a recovery room, as well as 11 rooms and suites with a high standard at the level of hotel accommodation, providing the patients with maximum comfort
knee, ankle and foot. The second group of patients comes to the hospital for artificial joint replacement of hip, knee and shoulder. In addition to patients from Croatia, patients from abroad also come to Special Hospital Akromion. Which countries do they come from and what are the percentages? - In Akromion we have successfully operated patients from different countries - Russia, Hungary, Germany, Romania, the
“Special Hospital Akromion has been recognized as a topnotch institution where the most complex orthopedic procedures are performed, such as reconstructions after bone fractures, tendon and ligament tears, as well as hip, knee and shoulder replacement”
Health tourism || SPECIAL HOSPITAL AKROMION
cellent specifications for all body segments, as well as specific segments such as changes and damage to the bone and joint system. It is well known that numerous top athletes from Croatia and abroad have been operated in the Special Hospital. How demanding is it to put a top athlete back on the field? - Surgical treatment of top athletes is very demanding for the surgeon. The surgical procedure, and today this consists mainly of arthroscopic surgery, must be performed accurately so that the joint function is complete. The operation is successfully performed if the athlete returns to the level of activity prior to the injury. Hip prosthesis implantation is one of the greatest achievements of modern medicine. What types of prostheses are available to patients at Special Hospital Akromion? - The Akromion Hospital stands out by the choice of the prosthesis depending on the age of the patients and their activities and the degree of joint damage, which is essential for the final result and longevity of the prosthesis. All major joint prostheses are implanted in Akromion, ranging from primary USA, Macedonia, Kosovo, Arab countries and patients from the neighbouring countries, Slovenia, Serbia, Bosnia and Herzegovina and Montenegro. The percentage of foreign patients, including foreign residents living in Croatia, is about 10%. Recently, patients in Polyclinic Akromion have access to a magnetic resonance imaging device and an X-ray machine. What sorts of novelties are these? - By investing in the most modern Siemens 1.5 T magnetic resonance imaging device, adapted to the needs of orthopedics and traumatology, and the opening of a diagnostic radiology department, Polyclinic Akromion, as part of the Special Hospital Akromion, in the best possible manner combines diagnostics and conservative or operative treatment. By opening a new department, the patients are provided with a complete, fast and timely diagnostic system with individual approach to every patient
info
and the choice of an optimal method for treating the bone and joint system. The new magnetic resonance imaging device, MAGNETOMŽ Aera, belongs to the latest generation of the “Open Bore� systems. The unique Tim 4G/Dot technology provides shorter scanning time with superior quality and resolution and sequences for early detection of changes in the articular cartilage (dGERMIC and T2 mapping), which is important in preventing initial degenerative changes and monitoring recovery after therapeutic procedures. New sequences for reducing artifacts around metal implants and artificial joint replacement (joint prosthesis), such as WARP and SEMAC, enable the display of almost the entire area around the metal material, enabling the medical team to timely diagnose and distinguish inflammation from mechanical instability of the prosthesis and implant, as well as to chose the best therapy. With the aforementioned and other features, this device has ex-
Akromion Special Hospital for Orthopaedic Surgery Ljudevita Gaja 2, 49217 Krapinske Toplice, Croatia T: +385 (0) 49 587 487 Email: akromion@akromion.hr www.akromion.hr
Advanced Treatment Methods By opening the diagnostic radiology department and by procuring a stateof-the-art magnetic resonance imaging device, the patients are provided with a complete, fast and timely diagnostic system with individual approach to every patient and the choice of an optimal method for treating the bone and joint system
to revision prostheses of the hip, knee and shoulders, made by renowned international companies. Can Special Hospital Akromion patients also have hip resurfacing performed? - New knowledge and advances in technology allow physicians to use new surgical methods and implants. Following the continuous monitoring of hip resurfacing in international registers, the most recent results and estimates of the value of the new implants have been obtained. Since 2017, the Akromion hospital is once again performing hip resurfacing, Birmingham Hip Resurfacing (BHR), which provides the best results and the longest usage - the hip surfacing longevity is over 95% after 15 years.
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Destinations || KVARNER HEALTH TOURISM CLUSTER
Kvarner DESTINATION OF HEALTH
SINCE THE 19TH CENTURY Whether you wish to receive treatment for the disease you are suffering from or, better yet, prevent a disease, the Kvarner destinations have all you need - excellent climate, highly professional medical service and various recreational programs
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ou will find Kvarner where the mighty mountain meets the clear sea, attractive coast and islands, and where the air is enriched with therapeutic salt particles, and the climate is pleasant all year long. That area in the northern Adriatic has been attracting aristocracy from Vienna and Budapest since the 19th century as a desirable destination for vacations, but also for medical treatments. Thanks to its exceptionally favorable climatic features, accessibility and beauty, Kvarner started developing health tourism quite early. Kvarner’s first steps in the field of tourism in general are associated with health tourism as well. The climatic health resorts in Opatija, Crikvenica, on the Island of Lošinj and Rab and in Skrad and Delnice, towns situated in Gorski kotar, were built already at the end of the 19th and the beginning of the 20th century. Whether you wish
Long Tradition
Kvarner started developing health tourism quite early - the climatic health resorts in Opatija, Crikvenica, on the Island of Lošinj and Rab, and in Skrad and Delnice were built at the end of the 19th and the beginning of the 20th century
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PROMO KVARNER HEALTH TOURISM CLUSTER
to receive treatment for the disease you are suffering from or, better yet, prevent a disease, the Kvarner destinations offer excellent climatic possibilities as well as a highly professional medical service and various recreational programs. The region’s health institutions and wellness centers combine the best of the professional health service and the science of beauty, thus ensuring a wide range of programs beneficial to both, the body and the soul.
ALL PATHS LEAD TO KVARNER
Just by being on the islands, in the coastal area or in the mountains, by walking along the sea or through the forest, you are already doing a lot for your health. Kvarner offers a true outdoor aromatherapy experience! A long tradition officially started when Opatija gained the status of a royal health resort in 1889. During the ensuing decades and centuries this tradition has been reinforced with modern professional knowledge and the list of towns has been expanded to include Crikvenica, Selce, Mali Lošinj, Veli Lošinj, Rab and other centers, thus promoting Kvarner as a region that offers an ideal combination of health benefits and a pleasant stay. Kvarner has continued this tradition to
this day, confirming its status as a region providing a large number of health programs by continuously developing and enriching its health offer. Although it is in the first place a destination suitable for treatment and rehabilitation of patients suffering from respiratory and heart diseases, people who wish to prevent the occurrence of these and numerous other diseases come here as well. The region offers specially designed comprehensive weight loss, medical, wellness and sports injury rehabilitation programs too. In short, in your pursuit of health, vitality and beauty, all the paths lead to Kvarner!
KVARNER HEALTH TOURISM CLUSTER
The logical continuation of the long tradition of health tourism in the area was establishing the Kvarner Cluster of Health Tourism called Kvarner Health, the main promotor of health tourism in the area. Established in 2014, the cluster currently gathers 28 members, both public and private institutions from three different segments - health, tourism, and science and education, which makes it unique, not only in Croatia, but also in Europe. Its goal is clear - to promote, develop, and advance services offered in health tourism in the region that Croatia, in its strategic documents, has called a key area in positioning the country as a renowned health tourism destination. In line with that, the main mission of the cluster is to offer superb health tourism services, based on modern trends and traditions, all year long and at affordable prices.
Destinations || KVARNER HEALTH TOURISM CLUSTER
Members of Kvarner Health Tourism Cluster offer a wide range of services Health services: • Anaesthesiology • Check-ups • Cardiology • Dermatology and venereology • Diagnostics • Endocrinology • Physical therapy and rehabilitation • Gastroenterology • Gynaecology and obstetrics • Haematology • Hemodialysis • Nephrology • Neurology • Medical-biochemical laboratory • Ophthalmology • Orthopaedics • Otorhinolaryngology • Physical examinations • Preventive examinations • Pulmonology • Radiology • Surgery (general and aesthetic) • Urology • Wellness
Dental medicine: • Conservation • Dental prosthetics • Oral surgery and implantology • Parodontology • Smile design Tourist services: • Accommodation • Excursions • Guides • Transfers Educational services: • Postgraduate specialist study Health Tourism
info Kvarner Health Tourism Cluster Email: info@kvarnerhealth.hr www.kvarnerhealth.com
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Destinations || ISLAND OF LOŠINJ
Preserved Natural Environment
IS A UNIQUE FEATURE OF OUR ISLAND! Island Lošinj is perfect place for finding balance between body and soul
C
lean sea and air, mild climate, vegetative cover and aromatic scents with rest and relaxation will have a beneficial effect on you and will make you healthier
Mali Lošinj and Veli Lošinj were proclaimed climate resorts and rehabilitation centers in 1892 under the national law of the Austrian government in Vienna
and happier. In addition to the therapeutic factors, Lošinj offers numerous yearround programs in nature and in specialized institutions that will help you restore and maintain your impaired vitality.
visitlosinj.hr
Did you know that the Croatian Respiratory Society recommends Lošinj as the ideal destination for people suffering from respiratory diseases? 80
Enjoy the freedom of pain-free movement The Akromion Special Hospital for Orthopaedics and Traumatology is the largest private orthopaedic hospital in Croatia.
It is equipped with the latest equipment, operating block with three operating rooms and 11 rooms and suites of high standard, which ensures maximum comfort to the patients.
Italy
Slovenia
Krapinske Toplice
Hungary
Zagreb
C R OAT IA
The hospital is fully computerized and networked with all its clinics in Zagreb, Split and Zadar. There are no patients’ charts,
Bosnia and Herzegovina
such e-hospital in Croatia. In addition to operating theaters equipped with the state-of-the-art equipment, patients have hotel accommodation; each patient’s room has its own bathroom, television, Internet access and telephone. The hospital has acquired a reputation of “hospital without pain”. All possible types of anesthesia, primarily the techniques of regional anesthesia, are aimed at reducing postoperative pain to a minimum.
Serbia
Montenegro
Hospital in Krapinske Toplice CROATIA Ljudevita Gaja 2 49217 Krapinske Toplice Croatia Telephone: +385 49 587 487 Fax: +385 49 587 488 Clinic tel: +385 49 587 477 ambulanta@akromion.hr akromion@akromion.hr www.akromion.hr
Interview || KRISTJAN STANIČIĆ
Croatia Year-Round Tourism Destination
Health tourism is one of the tourism products with expressed demand throughout the year, and it complements the rest of the tourist offer well, says Kristjan Staničić, Director of the Head Office of the Croatian National Tourist Board
K
AUTHOR Andrea Šitum
Photo: Goran Stanzl/PIXSELL
Kristjan Staničić, Director of the Head Office of the Croatian National Tourist Board
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“At the very peak of the tourist year, Croatia does not have much room for growth, which is why the pre- and post-season periods provide room for further strategic development of Croatian tourism. In so doing, a rich tourist offer with developed selective forms of tourism is crucial, such as city break tourism, health, cultural, gastro, cycling or congress tourism”
ristjan Staničić spent almost his entire career in the tourism sector. After graduating from the Opatija Faculty of Tourism and Hotel Management, he started his career at the Ministry of Foreign Affairs, continuing in marketing of Hotels Novi, and then served as president of several management boards, including the management board of Hotel Bernardin in Portorož, Slovenia. Thanks to his extensive work experience, he became the head of the Croatian National Tourist Board (HTZ), where he has been the Director of the HTZ Head Office since July 2017. Over the last few years, Croatia has registered a growth in tourist arrivals and overnight stays, as well as tourism revenue. Recently the final data of the eVisitor portal has been published, according to which, in 2017, Croatia saw a record 18.5 million arrivals and 102 million overnight stays, which is an increase of 13 and 12 percent, respectively, compared to the previous season. The increased arrivals and overnight stays of foreign tourists are particularly welcomed. What kind of results do you expect in 2018? - Behind us is a historic tourist year in which I would particularly like to emphasize the two-digit growth of overnight stays in the pre- and post- season, which proves that we are on the right track towards positioning
Interview
Croatia as a year-round tourism destination with a rich, varied and high quality offer. We have raised the scale high, and this year we want to keep the positive movements and trends and remain a hit destination in the Mediterranean. What pleases us and confirms the strength of Croatian tourism are very good preliminary bookings and feedback that we get from our partners in the emissary markets. Our estimates indicate a growth of tourist traffic of about 5 percent in 2018. I am certain that our promotional activities, as well as the activities of the other stakeholders in tourism, will be successful this year. What has the greatest impact on such growth? It is worth mentioning that the past decade in Croatia has been marked by significant investments to increase of capacity in hotel accommodation, and particularly to raise the standards and quality in this segment. Today, there are many leading European and international hotel chains in Croatia. What capacities do we have, are we sufficiently competitive in this aspect to top European and international tourist destinations? - The excellent results achieved by the Croatian tourist system in the course of the past few years are the result of systematic investments in new capacities, content, and of course, promotion, which is an indispensable part of branding and positioning of the destination in a strong and competitive
|| KRISTJAN STANIČIĆ
international market. Tourism is a dynamic been awarded the title of the city with the industry that requires flexibility and rapid best program during Advent, and recently adaptation to market changes. With regard Split and Dubrovnik are catching up with to capacities, in line with the guidelines of it. Istria has significantly extended the our strategic development documents, by season... Where do you see additional 2020, the growth of higher category hotel potential for attracting tourists out of the capacities is envisaged, as well as the immain season? What else can Croatia offer provement of the quality of other segments to its guests? of accommodation, especially family accom- According to the currently available acmodation which has the greatest capacity. commodation capacities, at the very peak of Statistically speaking, in Croatia there are the tourist year, Croatia does not have much about 1.5 million beds in the commercial room for growth, which is why the preand non-commercial segments, including and post-season periods provide room for 540,000 beds in household facilities, 236,000 further strategic development of Croatian in camps, and approximately 170,000 beds tourism. In so doing, a rich tourist offer with in hotels. I am sure that in the near future developed selective forms of tourism is crusome changes will be made in this accomcial, such as city break tourism, modation structure, but I am also confident health, cultural, gastro, that we will retain our resource base and cycling or congress comparative advantages, because Croatia tourism. There is also is one of the few countries ofthe segment of distant fering such a wide range of markets, which are also THE KEY accommodation. extremely important for us. Namely, tourists from TO TOURISM The Croatian distant markets prefer to DEVELOPMENT National Tourist travel in the pre- and postIn the Croatian Tourism Board is investing seasons, and often try to visit Development Strategy until significant effort several destinations within 2020, health tourism was in extending the one or more countries. Last tourist season and year, growth in tourist traffic highlighted as one of the ten attracting guests from the US, China, Japan, and key products which will be the outside the sunbathKorea was recorded, and we exbasis of the development of ing and swimming pect the same this year. Traffic acCroatian tourism season. For instance, for cessibility, with emphasis on airlines, three years now, Zagreb has is also crucial. This year, we implemented
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Interview || KRISTJAN STANIČIĆ a programme of strategic projects for the first time, which includes more efficient cooperation with air carriers, and positioning our country as an airline destination. Croatia is also more and more recognised for its very high quality health tourism offer. What are the main advantages of Croatia in this segment of tourism and what is its potential? The fact is that we have superbly educated doctors and medical staff, significant investments in wellness and spa facilities which in Croatia are lead by the best international hotel chains, and that we are very pricecompetitive in relation to many European destinations... - Croatia has a number of comparative advantages for faster development of health tourism, such as qualified staff and health services of good repute, competitive prices, as well as the proximity and accessibility from major emissary markets, and the overall tourist attractiveness. Health tourism is one of the tourism products with expressed demand throughout the year, and it complements well the rest of the tourist offer. The potential for development of health tourism in Croatia is extremely high, especially in terms of foreign tourists who, according to studies, spend 2.5 times more in this segment. Nowadays, Croatia earns approximately 300 million euros on health tourism, and it has potential to reach more than one billion euros in annual turnover. This is a product that is unquestionably significant for Croatia as a tourist destination, one of our most prominent products with a long tradition and history in Europe. Therefore, even in the Croatian Tourism Development Strategy until 2020, health tourism was highlighted as one of the ten key products which will be the basis for the development of Croatian tourism. Which capacities in this segment of tourism should Croatia strengthen? - It is necessary to create valid legal frameworks that will encourage investment and projects in health tourism. The new Act on the Provision of Tourism Services provides for services that are considered tourism services within health tourism. These are the services of organizing and mediating transportation, tourist transfer and accommodation services, as either individual services, or as an organized trip. Also, a possible circle of tourism services providers in health tourism is expanded, so that in addition to special hospitals and health resorts, the possibil-
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“Nowadays, Croatia earns approximately 300 million euros from health tourism, and it has potential to reach more than one billion euros in annual turnover” ity of providing these services is also given to other healthcare institutions, such as healthcare companies, as well as to healthcare professionals who independently carry out their private practice. Our promotional activities are also crucial, bearing in mind that around 15 percent of all trips worldwide are motivated by health reasons. The Croatian National Tourist Board encourages the promotion of health tourism in Croatia - how much has been invested in this so far and what are the plans? You are present at all the major international fairs and conferences where you can exchange experience in this area. What else can be done? Does the Croatian National Tourist Board plan a special campaign in order to promote health tourism?
- In promotional activities, special focus will be placed on health tourism, which is extremely important to our competitiveness year-round. On our official website, we have recently presented a new sub-page on health tourism. This is a joint project of the Croatian National Tourist Board and the Croatian Chamber of Commerce, with the objective of presenting the national health tourism offer in one place, namely, the businesses entities that contribute to the improvement and enrichment of the tourist offer and the development of content for extending the tourist season and positioning Croatia as a health tourism destination. On this page, businesses are divided into 10 tourist regions according to their activities, and information is available in six foreign languages, so that all businesses involved in health tourism are promoted in a unique way. Also, this year we have ensured HRK 2 million for advertising health tourism as an important tourist product in terms of its potential and anticipated development of health tourism. Our goal is to achieve 14-15 billion euros in tourism revenue by 2020, which can be achieved by promoting special forms of tourism that are available year-round, including health tourism as one of the products with great potential which can be optimized in a relatively short time period.
Promo || DARUVAR SPA
HEALING PROPERTIES
The power of thermal water, mineral mud and untouched nature will help you find peace and relax your body and soul
Villa Arcadia 1870
The Healing Thermal Springs
of Daruvar Spa
The beneficial properties of thermal springs were known even to the Romans – from ancient times onward, this magnificent gift of nature has restored health and vitality
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hen you visit Daruvar Spa, you will see for yourself why the old Romans adored this healing spa. Numerous healing thermal water springs, deposits of mineral mud, preserved historical buildings and beautiful historical landscape parks, as well as sports and recreational, wellness-spa and medical facilities, still make Daruvar Spa a perfect place for treatment, relaxation and rehabilitation.
A PLACE OF HEALING
With the application of thermal water and mineral mud (fango), a team of top specialists and physiotherapists, and state-ofthe-art equipment, Daruvar Spa offers successful treatments of rheumatic diseases, degenerative diseases of the spine and joints, as well as medical rehabilitation after surgical procedures, injuries and fractures. Treatments also proved to be useful
PROMO DARUVAR SPA Thermal spring water and healing mud (fango) help out with: • rheumatic disease treatments • inflammatory rheumatism • degenerative spine disease and joint effusion • medical rehabilitation after surgeries and injuries • sports injuries treatment and rehabilitation • assistance in infertility treatments • health wellness and spa programmes
info
in treating infertility and as an excellent basis for wellness and spa programmes.
IN THE HISTORIC GARDEN
You will find a pleasant accommodation in the spa hotel Termal and wing Villa Arcadia located in one of the oldest protected parks in Croatia, Julije’s Park. Along with Arcadia, there is also a wing with 12 exclusive apartments, connected with a Baroque restaurant Terasa, which has been included on the list of 100 best Croatian restaurants for years in a row.
Daruvar Spa Julijev park 1, 43500 Daruvar, Croatia T: +385 (0) 43 623 632, +385 (0) 43 623 624 Fax: +385 (0) 43 331 455 Email: rezervacije@daruvarske-toplice.hr www.daruvarske-toplice.hr
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Wellness & Spa || THERMAL WATERS OF EUROPE
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Energy OF WATER
Wellness & Spa || THERMAL WATERS OF EUROPE
For centuries, Europe’s thermal towns have been destinations for all seeking health and wellness, a place to see and to be seen. After the golden age in the Belle Époque, they are now being revitalised and rediscovered anew
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o
an der
M az
urkevich
This centuries old tradition of European thermal springs served as a basis for the
The healing properties of thermal water improve circulation and have a positive effect on the elasticity and firmness of the connective tissue, as well as an anti-inflammatory and anti-irritative effect. Hydrotherapy has proven to be especially effective in treating skin conditions and alleviating pain in the musculoskeletal system
l ex
NETWORK OF SPA TOWNS
Health in the Drop of Water
:A
he use of thermal water for therapeutic purposes has a lengthy tradition – it has been used for centuries to alleviate pain in the musculoskeletal system, relax and improve circulation, but has also been beneficial for various skin conditions. Its healing properties are owed to an underground journey a thousand meters long, picking up minerals and thermal energy on its way to the surface. Naturally pure and rich in minerals, with distinctive ionic composition and the content of gasses and therapeutic components, it has beneficial physiological effects on the human organism. These springs of health were the inceptions of the future towns and cities, growing from small settlements to urban healing destinations that attract visitors in search for health. People have been drawn to hot thermal springs since ancient times – even the ancient Greeks and Romans enjoyed its healing benefits, with the Ottomans and many others continuing this relaxing and healing praxis. Over the centuries, bathing complexes were built to harness the beneficial properties of thermal springs, and medical establishment and proper ceremonies for “taking the waters”– drinking and bathing in it – were established. For thousands of years, Europe’s thermal springs have been a must destination for all seeking health and wellness, now rediscovered anew.
AUTHOR Viktorija Antolković
establishment of the EHTTA Association (European Historic Thermal Towns Association) in 2009. EHTTA is a non-profit membership organisation representing historic thermal spa towns across Europe, established by six Founder Members. From its first six members, EHTTA has grown to a network of nearly 40 Active and Associate Members in 13 countries and counting, all working towards protection and presentation of the European thermal cultural heritage. Some notable examples include Acqui Terme and Salsomaggiore (Italy), Loutraki-Perachora (Greece), Bath (UK), Ourense (Spain), Spa (Belgium), Vichy (France), Chaves-Verin (Portugal), BadenBaden and Wiesbaden (Germany), Karlovy Vary Region (Czech Republic) and Daruvar Spa (Croatia). The EHTTA network brings together towns that boast a recognized spa tradition and rich heritage of enjoying spa and mineral waters. Parallel with the development of architectural structures around the springs to allow their practical use,
Trinkhalle in the Kurhaus spa complex in Baden-Baden, Germany
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Wellness & Spa || THERMAL WATERS OF EUROPE
Széchenyi Thermal Baths, Budapest, Hungary
tourist facilities also grew as a response to in Greece, where European spa culture growing visitor needs, until the spa town itself was born, it crosses the countries as we know it today emerged. and cultures of seven geographic and Combining several elements all decultural areas - Southern and Eastern Eusigned to facilitate the cure that visitors rope (Greece, Romania, Croatia, Bulgaria, seek, not only in body, but in mind and Hungary, Slovakia, and Czech Republic), spirit as well, each spa Central Europe (Slovenia, Austria, town offers a range Germany, and Switzerland), Italy, of amenities – from Iberia, Western Europe (France, THERMAL accommodation Luxembourg, and Belgium), BRIDGE (often with wathe United Kingdom and As Termatalia fair takes place ters on tap in spa Scandinavia. Whether at different locations - such as hotels), historic following a proposed in Spain and Latin American and modern spa route or making your own countries, it represents a “thermal complexes to bridge” between Europe and Latin entertainment in the form of America as well as an important festivals, concerts, opportunity for intercontinental theatres and sportexchange ing events, casinos, galleries and museums.
EUROPEAN ROUTE OF THERMAL HERITAGE
Inspired by that rich heritage, EHTTA has launched the European Route of Historic Thermal Towns, project certified by the Council of Europe as part of the Cultural Routes programme. As Europe is home to thousands of spa towns, not just a few big spa names, the aim of the Cultural Route is to promote their spa heritage, show their unique urban personalities, features that distinguish them, but also common traits and universal spa culture that, for all of its variety and different local flavours, makes them all part of a unique European spa experience. The route of thermal heritage connects spa towns with a rich heritage and a lively tradition of thermalism. Starting Historical thermal baths in Salsomaggiore, Italy
travel itinerary, numerous baths, springs, landscapes and stunning architecture of European historic spa towns will not disappoint.
GREAT SPAS OF EUROPE
Vridlo hot mineral water spring, Karlovy Vary, Czech Republic
Another valuable thermal heritage project, under the aegis of UNESCO, the United Nations Educational, Scientific and Cultural Organisation, represents a selected group of spa towns with distinguished spa features. The Great Spas of Europe project is testimony to thermal water-based healing places, developed from early thermae through the Middle Ages and booming from the Enlightenment period until the 1920s. The title is reserved for the most renowned spa towns, which were cultural, medical and technically innovative centres of Europe since the 18th century to the early 20th century, and which still continue to be important spa towns today. The group of 15 spa towns from Germany, the Czech Republic, Austria, France, Belgium and Italy hopes to gain World Heritage Status by demonstrating their significant contribution to the identified
Under the Aegis of UNESCO
The title Great Spas of Europe is reserved for the most renowned spa towns, which have been cultural, medical and technically innovative centres of Europe from the 18th century to the early 20th century
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Wellness & Spa || THERMAL WATERS OF EUROPE Exhibition of Thermal, Health and Wellness Tourism. As a specialized fair that represents a “thermal bridge” between Europe and Latin America, Termatalia offers a global perspective on the sector of wellness and thermal tourism. Since the exhibition takes place at changing locations - in Spain and Latin American countries, it makes an important contribution to the intercontinental exchange of experiences and knowledge in the areas of health and wellness. With its 17th edition held in the Spanish thermal capital of Ourense, Termatalia 2018 will be held in Brazil, Foz do Iguaçu, from the 19 - 21st September, becoming a meeting point for professionals from more than 25 countries.
Local Realities, Universal Experience
Photo: Jesse Schoff
Europe is home to thousands of spa towns. EHTTA has launched the European Route of Historic Thermal Towns in order to promote their spa heritage – to show their unique urban personalities and distinguished features, but also common traits and universal spa culture that makes them all part of a unique European spa experience
project’s criteria, known as Outstanding Universal Value. So far, the city of Bath in the United Kingdom is the only spa town on the UNESCO World Heritage List, registered in 1987. Together with material heritage, urban and thermal architecture, the emphasis is also on the immaterial heritage of thermal towns, such as traditions, philosophies, techniques and knowledge that all constitutes thermal heritage. These practices are a part of a universal shared experience of visiting a spa, bathing and healthy living, often complemented by light exercise, recreation, nature and entertainment.
BRIDGE ACROSS THE CONTINENTS
Along with European efforts towards the promotion of historical spas, an increasing change in the attitude of people, with more responsibility for their own health, leads to a rediscovering of wellness and spa facilities in Europe. That is not just the European case, as spa and wellness centres globally remain a high-growth industry. For example, LatinAmerica’s wealth of springs, traditionally used for recreational purposes, experiences a resurgence of popularity and development, as stated by Global Wellness Institute on Termatalia 2017, International
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Promo || LIPIK SPA
Centuries-Old Tradition OF SPA TREATMENTS Listen to your body and choose a holiday you deserve, in the serenity of a historical Lipik garden at the source of healing thermal water
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urrounded by a century-old garden, near the natural thermal and mineral water sources, rich history of Lipik Spa in its preserved original architecture introduces you to the benefits enjoyed even by the ancient Romans. Centuries-old tradition of spa treatments is primarily based on the healing properties of the water with a permanent source temperature of 60°C, which, due to its chemical composition, has extraordinary balneological properties in terms of temperature, amount of fluoride and content of dominant ions: sodium, bicarbonate and chloride.
REHABILITATION AND PREVENTION
The combination of natural factors, modern medical achievements and professional staff provides rehabilitation programmes tailored to the specific needs of each individual. Lipik Spa offers rehabilitation of neurological diseases and conditions, rheumatic diseases, posttraumatic conditions, postoperative rehabilitation. It achieves excellent results in the rehabilitation of people
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PROMO LIPIK SPA
Health effects of Lipik thermal and mineral water: - reduction of neck and back pain - reduction of pain due to osteoarthritis and inflammatory rheumatismn of various types - positive effects on pain reduction caused by neurological diseases and after joint and spine surgeries - increased mobility of the joints - strengthening of muscles and reduction of painful muscle tension
affected by multiple sclerosis and poststroke conditions. In addition, Lipik Spa is the right place for preventive treatment and health tourism services. For relaxation and recreation there are waterfalls and geysers massages in the pool, hand and underwater massages, as well as pearl and marble baths. Lipik Spa offers accommodation in the serenity of the one of the most beautiful spa gardens in Croatia, a protected monument of landscape architecture. Depending on the condition of each individual, there is a choice of accommodation from the ward with 24-hour care, rooms equipped in accordance with the highest hospital standards to “smart rooms“ and four-star apartments.
info Toplice Lipik Ulica Marije Terezije 13, 34551 Lipik, Croatia T: +385 (0) 34 440 700 Email: info@bolnica-lipik.hr www.bolnica-lipik.hr
Interview || ANTONIA URLIĆ
Croatia is Attractive
Health & Luxury Tourism Destination
Croatia is recognized only in a few markets as a health tourism destination - it is time to change this, says Antonia Urlić, Director of the Tourism Sector at the Croatian Chamber of Economy
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ntonia Urlić graduated from the Faculty of Economics in Zagreb, majoring in marketing, and has gained extensive experience in tourism working for prominent public and private sector companies. Since November 2017, she has been the Director of the Tourism Sector at the Croatian Chamber of Economy. According to standard of medical and health services, Croatia can be of interest to many foreign guests - what is the situation regarding the quality of hotel capacities? - More and more health resorts and special hospitals in Croatia are actively working on the development of health tourism, investing in accommodation facilities and offering facilities at the level of higher category hotels. They are adjusting their offer to the needs of the guests, further enriching it with various programmes for improving the quality of life. This way, they are also becoming attractive for wellness guests, who will not come to health care facilities just because of health problems, but also for a vacation and in order to prevent health issues. Although we have noted significant progress recently, there is still great potential for development and stronger market positioning. The Croatian Chamber of Economy supports all activities related to the promotion of Croatian health tourism and is working on solving the administrative obstacles at the legislative level - what are the greatest challenges that you have faced so far? - The greatest challenges are removing the obstacles to further development of the tourism sector and new
AUTHOR Andrea Šitum
investments. In the case of health tourism, it is crucial to harmonize the legislation of the Ministry of Health with that of the Ministry of Tourism in order to enable health care facilities to perform hospitality services, provide and organize additional activities for their guests, and to simplify the possibil-
ity of categorization, which is crucial for international markets. Croatia also has something to offer to guests who want to indulge in a luxurious holiday. You have initiated the ‘Stories’ project - what is this about? - This is a joint brand of the Unique Luxury Hotels Group established within the Croatian Chamber of Economy in 2016 for the purpose of promoting Croatia as a luxury tourism destination. Modern travellers want unique experiences, which is precisely the foundation of the Stories brand, featuring 17 hotels that combine the wishes of modern consumers with the beauty of Croatia and the uniqueness of carefully selected hotels. Stories was first introduced at the most renowned luxury travel fair ILTM Cannes in December 2017, where Croatia first entered the top 10 luxury destinations according to the customer’s interests.
"Croatia, apart from its excellent Central European location, has all the predispositions for a successful health tourism destination - excellent health care, quality accommodation, top professionals and professional staff, as well as many original healing factors" 91
Luxury & Wellness || LUXURY TRAVEL
Taking the Luxury Wellness
TO THE NEXT LEVEL
The next stop for luxury travellers is the search for meaningful experiences – what they want is a chance to practice mindfulness and reflect upon their inner experiences in the surroundings tailored to their needs AUTHOR Sharon Hirschowitz, Global Head of Media & Communications International Luxury Hotel Association
TREND OF SPIRITUAL STORIES
Small Luxury Hotels of the World have highlighted Spiritual Stories as one of their key main trends of the year as travellers seek mindfulness and one-ofa-kind growth stories that they can share
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Luxury & Wellness || LUXURY TRAVEL
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ellness has been a noticeable trend for a few years now, but its nature has evolved as luxury travel becomes more personalized and customizable. Travellers are looking for the next level, a voyage that is meaningful, and leaves them not only refreshed but at peace with themselves and their impact on the world. People are wanting to reflect and improve on themselves and the challenge for the luxury space is to support them on this journey of selfdiscovery.
RECONNECT WITH NATURE
The Sankara Hotel & Spa Yakushima (www.sankarahotel-spa.com) in Japan has guides that will take guests to natural “power spots” on Yakushima Island, where the Earth’s natural healing energy is concentrated and touch visitors with the healing energy linked to Japan’s ancient myths, shrines, Shugendo mountain worship and feng shui practices. Spa Village Resort Tembok (www.spavillageresort.com) in Bali offers stargazing sessions on a floating platform while listening to a carefully crafted soundtrack, along with an oceanside massage, where guests follow a candlelit path to the beach. 137 Pillars Suites (www.137pillarshotels. com) has two sleep treatments available at their Chiang Mai and Bangkok locations. Sleep by Design is a 90-minute ritual with Reiki treatments, a massage, warm blankets or towels, and aromatherapy. For their Sleepdown service, a Sleep Curator and Sleep Butler will oversee this evening assignment with a dream tea, a drawn bath, a bedtime story if desired and a sleep music setting.
INDULGENCE FOR ALL SENSES
Four Seasons Hotel Westlake Village (www.fourseasons.com), California, have partnered with the California Health & Longevity Institute where guests can take advantage of evidence-based medicine and board-certified doctors at a highly rated medical facility within the hotel. Their Director of Nutrition, Paula Lambert, can either host corporate cooking demonstrations or work more closely with individuals to help them achieve their wellness goals. She says that guests tell her their wellness sessions have a spin-off effect with family and friends and some call her from the airport for favourite recipes. Sam Gelin, Founder of Made Hotel (www.madehotels.com) in New York
the guest and auto-route it based on keywords to a specific expert internally, the guest always gets an answer from the person with the greatest knowledge to service their need - he added.
DESIGN YOUR WELLNESS EXPERIENCE
“Luxury travel becomes more personalized and customizable and travellers are looking for the next level” Sharon Hirschowitz
wanted to make a commitment to guests to find the best cup of coffee in New York, and sourced a coffee roaster who literally packs and FEDEX’s the green coffee beans within two days of harvest from their farms in Colombia to their roasting facility in Brooklyn New York. The “Green Coffee” process locks in flavour that would have dissipated as the harvested coffee bean is exposed to heat, humidity, and pressure prior to roasting.
Digivalet (www.digivalet.com) has made it easy for guests to start designing their wellness experience before they reach the hotel. David Goldstone, President – The Americas, says that one Spa and Wellness resort hands guests a tablet while in transit from the hotel’s ferry to the resort front desk so that they can learn about the various activities through the multi-media content. They can view a short video on what to expect at the yoga class the following morning or find out how to prepare for the class, what to carry, how to dress and how to get there, or they chat to the activity desk to ask specific questions. Mr Goldstone adds - Another hotel uses the Digivalet platform to allow guests to customize the wake-up ambiance by selecting a wake-up lighting scene that gives the illusion of sunrise, with a relaxing wake-up tune to play on the in-room TV. Guests are also able to specify the scent of their choice and trigger the diffuser in the room with their chosen fragrance, and record this for future visits.
PERKS OF THE TECHNOLOGY
How does technology work in the PERSONALIZED wellness arena? Benbria (www. benbria.com) is working with SPACE brands like Royal Caribbean and Newest technology now allows Sandals who use their technology guests to customize the wake-up to communicate directly with the ambiance by selecting a wake-up guest in coordinating or requestlighting scene that gives the illusion ing services. James Geneau, VP of of sunrise, or to specify the scent of Marketing, Benbria, gave the extheir choice and trigger the diffuser ample of Royal Caribbean, whose in the room with their chosen Genie’s (or butlers) use Loop to stay in touch with their guests before, fragrance during and after their cruise. - They can receive a request from a guest to book a spa treatment, dining times, or excursions, whatever the guest wants or needs, We need to keep it real, though. Roger somebody is available to assist them from Allen, Group CEO for Resources for Leisure the comfort of their mobile device - said Assets warns - Wellbeing must be part of Mr Geneau. a much broader hospitality concept of - It is a highly personalized experience a hotel for it to deliver standout returns for the guest as the technology doesn’t for the owner and operator. Owners do replace the attentiveness and skill of the need to see through a lot of the aesthetic service professional, but instead makes rhetoric of wellness and not lose focus of them more accessible. Further, since the if, where and how it could increase profit system can analyse the message from performance in a specific hotel property.
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Health tourism || INTEGRATIVE MEDICINE
Balance of Body, Mind and Soul
Road to Vitality Instead of treating one symptom or one organ, the focus should always be on a holistic, integrative approach – combining nutrition, therapy and various meditation techniques that lead to spiritual development and a healthier and happier body AUTHOR Viktorija Antolković
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Health tourism || INTEGRATIVE MEDICINE
Photo: www.laprairie.ch
Clinique La Prairie Clinique La Prairie first opened its doors in 1931 and today this medical centre combines the innovative science of stem cell therapy and holistic wellness with the tradition of luxury Swiss hospitality. The holistic approach and focus on preventative medicine, combined with the work of 50 leading medical experts, have resulted in a series of programmes, each aimed at fulfilling the physical, psychological and emotional needs of their guests. The name Clinique La Prairie is inseparably linked to Revitalization, their most renowned programme based on the exclusive CLP Extract that uses the power of stem cells to restore energy and vitality. www.laprairie.ch
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Health tourism || INTEGRATIVE MEDICINE
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ho doesn’t like to travel? Every journey is an opportunity to relax, learn and treat yourself. Regardless of the destination, the act of traveling contains within itself the seeds of change and inner development, and can be transformed into full package of selfcare. Under this concept, holistic tourism, as a newer form within the hospitality industry, combines different aspects of a holiday to ensure the health of both body and spirit.
RESTORATION OF BODY AND SPIRIT
The main goal of holistic tourism is to offer a complete escape from the everyday routine and provide everything necessary for the revitalization of the body and restoration of the soul. For this purpose, there are combinations of therapy and counselling and various meditation techniques that lead to spiritual development, an awakening of creativity and the balance of mind, body and soul. The combination of contemporary medical and ancient knowledge pro-
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vides a new dimension of wellbeing, resulting in a healthier and happier FIND THE body. – First of all, BALANCE one should devote attention to quality Restoring balance and relaxation, then to achieving physical and men“resetting“ the body tal wellbeing is a process, and focusing on which works best bearing goals and achieving totality of the human body in discipline. One should mind and through integraprimarily face probtive approach lems and consequences they cause. The best result is achieved through individually tailored relaxation: depending on the personality, as well as the health of a person in the programme. For some, this includes breathing exercises and massages, for others it includes singing, conversation and communication, or – playing tennis, yoga, hiking, etc. The next step is helping a person realize and become aware of their potential, talents and possibilities. This includes detecting their own sources of stress, as well as those of vitality and regeneration. I often say that there are no diseases that cannot be cured, only people who do not want to be cured – says Dr. Meri Bura, a doctor
Photo: www.castelmonastero.com
Health tourism || INTEGRATIVE MEDICINE
Photo: www.lareserve-ramatuelle.com
Castel Monastero In the 11th century Castel Monastero was a monastery immersed in peace and quiet, then a country residence for Italian noblemen, and later a romantic hamlet for a getaway under the Tuscan sun. Today, Castel Monastero is a luxury resort located near Siena, designed for the ultimate rest and regeneration. This splendid spa resort is the perfect place to get back in shape, detox your body and rejuvenate yourself, with Slimming, Detox and Anti Age treatments specially devised by Dr. Mosaraf Ali. The “Aquae Monasterii” course, designed exclusively for Castel Monastero, complements the treatments; the use of a high saline density sea oil pool enhances their effect. Plus, all dietary menus have been designed and developed by internationally renowned chef Gordon Ramsay. www.castelmonastero.com
who has successfully combined medicine and complementary methods of treatment for years. Coming to a destination is a perfect Zen overture in itself – located in an oasis of peace, immersed in the greenery of nature, holistic centres enchant with their natural beauty and utter peace that bear the promise of a spiritual experience. Besides the peaceful environment, the recipe for awakening the body includes healthy diet, meditation techniques, therapeutic treatments and some exercise. Therefore such centres and retreats offer programmes such as Ayurveda, yoga, Pilates, fitness, meditation, bioenergy, as well as energization, life coaching, sleep hygiene, dermatology, massage, sauna, weight loss programmes and thermal water treatments. Diet is based on organic and often raw food, respecting what nature has to offer in various seasons. All ingredients are carefully selected and tailored to one’s needs in order to contribute to the harmony and balance of the body, making it easier for the body to recover from accumulated toxins and damage caused by the modern lifestyle.
Photo: www.lefayresorts.com
OASIS OF PEACE
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Health tourism || INTEGRATIVE MEDICINE
OUT WITH THE TOXIC EMOTIONS
The key element is detoxification – cleansing the body of toxins, but also the detoxification of the mind, emotions and soul
La Réserve Spa Ramatuelle Allow yourself to drift away and to be revitalized from within – located on the French peninsula near St Tropez, luxury spa La Réserve offers a unique tête-à-tête with nature and the Mediterranean sea. Each guest can expect a personalized programme of health, fitness and beauty treatments, stemming from an individual approach and the latest advances in the field of health, fitness and aesthetics. The resort is well-known for its better-aging programmes, combining the latest scientific breakthroughs of the Anti-Aging Centre at the Clinique de Genolier (Switzerland) with exclusive Nescens and Crème de la Mer treatments. www.lareserve-ramatuelle.com
The key element is detoxification – cleansing the body of toxins, but also the detoxification of the mind, emotions and soul through various techniques for clearing negative emotions, meditation or art. – Each of these retreat centres offers something special, but they all share a common goal - when a person leaves the retreat, they have to feel a change for the better in their physical and psychoemotional state and they also need to acquire some knowledge which they will be able to use in their future everyday life – concludes Dr. Bura.
Photo: www.lareserve-ramatuelle.com
SEVEN PILLARS OF VITALITY
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There is no shortcut or a quick fix – restoring balance and achieving physical and mental wellbeing is a process, which works best bearing totality of human body in mind. States such as autoimmune diseases or inflammation conditions seldom target one specific organ, but can rather affect multiple organ systems at once. Instead of treating one symptom or one organ, focus should be on integrative approach and on all the determinants of disease. That is the philosophy behind Vitality7, Integrative Medicine Institute founded by Steven Saltzman, MD, practitioner of inte-
Located at the heart of Carinthia by the Lake Wörthersee, FX Mayr Centre is an embodiment of Dr. Franz Xaver Mayr’s health method. Based on the belief that a healthy intestine is a prerequisite for health, Dr. Mayr’s students established the first spa in Dellach, Austria in 1976. Today it’s known as the Original FX Mayr Health Centre. The entire system of the FX Mayr method is based on a holistic approach that combines diet, exercise and medical treatments for the balance of body and spirit. This health centre surrounded by nature, as a place of purification and renewal, is the ideal refuge for making the first steps on the path to self-discovery. www.original-mayr.com
grative medicine, whose healing method strongly resonates with the words of Dr. Meri Bura. The name Vitality 7 represents seven major determinants of health and wellness, showing that ultimate wellbeing cannot exist without the overall balance of different factors. The model lies on seven pillars, each dependent on the others, where a decrease in function of any of the seven determinant effects the state and function of the whole system. First, our hormones, which play a great role in every process in our bodies, from metabolism, growth and reproduction, making hormone restoration one of the ways to prevent hormonal decline and various disease states.
HEAL YOUR BODY AND MIND
You are what you eat – this well-known statement underlines the importance of the second pillar, nutrition, with diet plan
specifically tailored to nutrient requirements of each individual, which may change depending on age, activity level, disease states, goals or reproduction. With numerous toxins flooding our surroundings, the third pillar, detoxification, prevents their accumulation, but also resets the body and clears the mind. Healing cannot occur without sufficient oxygen delivery to the tissue, which is why oxygen therapies bring oxygen to areas of the body where the circulation has been impaired, thus promoting healing, aiding detoxification or fighting infection. Oxidative therapies and autologous stem cell therapies as the fifth pillar also promote healing and regeneration - supporting our immune system through oxidative medicine treatments can be helpful in overcoming illness and many other conditions. Stress is the modern day predator causing nu-
Photo: www.shawellnessclinic.com
FX Mayr
Photo: www.shawellnessclinic.com
Health tourism || INTEGRATIVE MEDICINE
“Treating one symptom, one disease or one organ is doomed to failure because the body does not work that way. Most people want a quick fix, a pill, but the ones who want to heal naturally still have a number of options to choose from” Meri Bura, MD
Luxury spa in Spanish Alicante, close to the Sierra Helada National Park, is dedicated to wellness, anti-age, weight-control and detox programmes. SHA Welness Clinic is home to the SHA method, which promotes a 360° approach to wellbeing that integrates natural therapies, healthy nutrition, fitness, healthy-aging, regenerative medicine, preventive medicine and genetics. SHA nutrition plan, based on macrobiotic, Japanese-influenced diet, promotes healthy nutrition capable of rebalancing the body and boosting its ability to restore itself. It also focuses on not only on the physical but also on mental wellbeing, using the latest scientific knowledge and new technologies for cognitive stimulation. www.shawellnessclinic.com
Photo: www.shawellnessclinic.com
SHA Wellness Clinic
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Health tourism || INTEGRATIVE MEDICINE
Luxury Spa Resorts: Recharge and Rejuvenate with Style Who doesn’t need a time-out from time to time? Find health, rejuvenation and new energy in some of the finest European luxury spa retreats, which combine a holistic approach, advanced medical techniques and the latest scientific breakthroughs
merous stress-related conditions, which is why stress reduction therapies represent the sixth pillar. While stress occurs in many different shapes and forms, it mostly affects us in the similar way, but as Dr. Bura has stated, quality relaxation is of the utmost importance. Therapies to help more effectively manage stress may vary from person to person - from simple and intuitive, such as listening to music, hobbies or regular exercise, to options such as massage, yoga, meditation and psychotherapy.
KEEP IN GOOD HEALTH
And finally, an individually designed exercise program is key to a healthy life, focusing on body strength, core strength and flexibility. From stress reduction to improved immune system and supply of oxygen, exercise is beneficial to every system in our body, as well as our ability to age well and continue to be active in the old age. Dr. Saltzman model helps to identify what our bodies need to stay healthy. As much as it offers a vast array of diagnostic
and therapeutic methods to identify a problem lying at the root of all symptoms, it also has at its disposal equally extensive approach to potential therapeutic treatments. The more it can be done through natural and scientifically proven therapies, the more likely we are to achieve a state of vitality. Therefore, it is much more than a „pill masking a symptom“ – it is a guide for lifelong health and vitality, while bearing in mind that an integrative approach furthers our quest for longevity and wellbeing.
Lefay Resort & SPA
Photo: www.lefayresorts.com
Lefay Resort & SPA Lago di Garda is located in the picturesque town of Gargano on the shores of the Lake Garda, within a nature park at the heart of the famous Riviera dei Limoni. Relying on the Lefay concept of a complete wellness experience, the overall architecture and interior design are harmoniously incorporated in the natural environment, providing a unique experience of relaxation in harmony with nature. In cooperation with the team of international experts, Lefay created the Lefay SPA method that combines the principles of the traditional Chinese medicine with Western scientific knowledge. With the help of medical treatments and programmes, this innovative method completely rejuvenates the body and spirit, encouraging the guests to rediscover the joy of healthy living. www.lefayresorts.com
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Luxury & Wellness || 5-STAR HOTEL EXPERIENCE
LUXURY EXPERIENCE
Personalization, attention to detail and tailor-made experiences are some of the key aspects of luxury travel in the 21st century
Redefining Luxury What Makes a 5-Star Hotel Experience? A luxury experience has to go beyond material aspects of the destination and meet high standards of hospitality in service – including individualised and attentive service, attention to detail and the personal touch 102
Luxury & Wellness || 5-STAR HOTEL EXPERIENCE
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AUTHOR Viktorija Antolković
hat defines a luxury? Surely something expensive, more of an indulgence than a necessity, adding to pleasure or comfort, as glossary definitions would say. However, in the domain of luxury travel, is it a stay in the destination’s landmark property, oldest palace in town or the most expensive hotel? Instead, defining a luxury experience now has less to do with the cost, but often falls under the domain of articulating the intangible.
THE „WOW“ EFFECT
When choosing a place to spend their valuable time, the guest often expects more than just location and design. Sense of acceptance, personal touches and hospitality represent the aspects of luxury service qual-
Immersed in Luxury Top quality service, attention to detail and innovative design solutions characterize all the luxury hotels, but some of them go beyond that. Today’s guests look beyond material luxury for personalised and unique experiences, with a desire to feel special and pampered, and these luxury hotels exceed in all of that Eva La Rue
„Because luxury travellers are looking for really unique, personalized experiences, I think a great way for 5-Star brands to connect with their guests is through the specialized activities, excursions and amenities they offer“ Eva LaRue, luxury travel blogger
ity that, although intangible, can often be more important than the material aspect. - A ‘luxury experience’ is something that simply makes me feel good. Or special. Luxury in a hotel goes beyond the physical presence and amenities and extends to the all-important levels of service. Luxury is an experience. It’s the total package. One of my friends once told me ‘it’s what I deserve’ - I think that’s pretty close to a perfect definition. - says Cal Simmons, founder of Five Star Alliance, the leading website for luxury hotels with the most comprehensive collection of luxury properties. Luxury travellers look for something unique, above their expectations. Therefore, the goal is to create a priceless experience that is seen as luxury, the „wow“ effect that goes beyond what the guest expects. It’s about anticipating the guest’s needs and displaying impeccable service of care that falls in line with getting what the guest wants, how and when they want it, even before they have actually asked for it. Creating a luxury experience can be translated into a number of things, in many different ways, but mainly in showing guests that their
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Luxury & Wellness || 5-STAR HOTEL EXPERIENCE
Nolinski Paris The Nolinski is located in the very heart of Paris, near the Palais-Royal, close to the Louvre Museum and the Opéra Garnier. Opened in August 2016, this characterful new boutique hotel bears the hallmark eclectic design of decorator Jean Louis Deniot. With luminous rooms, vivid Grand Salon, French revisited Brasserie Réjane and elegant SPA La Colline, each space is a place where contemporary aesthetics meets artistic prestige. www.nolinskiparis.com
travel destination is focused on the importance of their vacation and their needs.
PERSONALIZED DETAILS
Kempinski Hotel Adriatic, Umag A prestigious Croatian five-star luxury seaside golf-and-spa resort is located in the Umag countryside in northwestern Istria. Luxury accommodation with spacious terraces and two top restaurants enable breathtaking views of the Adriatic Sea. Its special facilities and services include a secluded private beach and a championship golf course at Golf Club Adriatic. www.kempinski.com
Photo: www.kempinski.com
As time is seen as the greatest luxury, in today’s rapid and upbeat world every second counts. When planning to travel, anything that can help the guest to get where they are going quickly and easily is incredibly valuable, from private aviation and travel clubs to a complimentary transfer service that includes VIP service at the airport. New technology has caused the hospitality industry to change rapidly and, if used right, it can improve fine service, creating a seamless guest experience from the first impressions through to check-out. In this regard, the reservation process is preferably simple and intuitive, with customer support available at a click, whether you book directly with the hotel or through third party options. The same should be noted for check-in and check-out, because what can be more frustrating than waiting in a long check-in line after an exhausting journey? Most luxury properties now opt for digital solutions to save valuable time in order to stay up-to-date with their guests’ expectations.
Photo: www.nolinskiparis.com
TIME IS A LUXURY
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Part of luxury travel experience is definitely unique, personalized service tailored to the client’s needs and desires. An elegant lobby or splashing design is secondary to the human component that consistently delivers a high level of service that’s part of the hotel’s brand promise – and that usually means attentive, proactive and discreet staff that anticipates guest’s needs. The founder of the International Luxury Hotel Association (ILHA) and one of the hospitality industry’s most influential figures, Barak Hirschowitz, offers his insight into luxury travel - Today’s global luxury traveller seeks unique, personalized experiences. The goal should be to make every guest feel like they’re the most important person in the hotel. If you can do that, then you’ll succeed in growing your business. I believe good communication with guests before their trip is a key factor in accomplishing this. It allows you to customize their stay and ensure their needs will be met. As an expert in luxury travel industry, ILHA is today the leading organization promoting and enhancing the superior service of luxury hotels. It provides its members with an insight into global trends in order to achieve or maintain high standards of luxury hospitality. ILHA brings together over 250 000 members from 90 countries, including over 75 of the world’s leading luxury brands, such as Four Seasons, Waldorf Astoria, Fairmont,
Luxury & Wellness || 5-STAR HOTEL EXPERIENCE
Aman Canal Grande Venice, Venice Arriving by boat to the Aman Canal Grande Venice hotel already establishes the first flare of elegance. Upon entering, lavishing ceilings, rich frescos and marble staircases eloquently evoke a sense of bygone times. Overlooking the Grand Canal, this hotel also includes private gardens and a small Boutique specializing in Venetian glassware. www.aman.com
Rosewood London
Photo: Durston Saylor www.rosewoodhotels.com
Photo: www.aman.com
Rosewood London offers a timeless luxury experience, just a few steps from Covent Garden. The early 20th-century Edwardian building, with an archway that opens into a grand courtyard, combines English heritage with contemporary design. The exquisitely designed Mirror Room, covered with floor-toceiling decorative mirrors, is a must see in the hotel – and also the place where they serve Rosewood London’s Art Afternoon Tea, inspired by London’s vibrant art scene and voted the Best Contemporary Afternoon Tea in the UK. www.rosewoodhotels.com
Millennium, The Ritz Carlton and Kempinski, all upholding a strict criteria of what makes a luxury hotel experience.
A LITTLE SOMETHING EXTRA
An individualized service and personalised details provide the extra surprises that can be a great way for luxury brands to connect with their guests and build customer loyalty. Eva LaRue, a well-known actress and luxury travel expert, has been in Croatia for two weeks, promoting a Group of Unique Luxury Hotels at the Croatian Chamber of
Economy - Stories, Croatian Unique Hotels. As luxury travel ambassador, she shares her adventures and valuable insights on her luxury travel blog - Because luxury travellers are looking for really unique, personalized experiences, I think a great way for 5-Star brands to connect with their guests is through the specialized activities, excursions and amenities they offer. Individualized service, experiences and a “can-do” spirit create brand loyalty. Simple things such as greeting the guest by their name can make a difference and
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Kimpton De Witt Hotel, Amsterdam
Photo: www.kimptondewitthotel.com
Inspired by Dutch heritage with Kimpton’s signature twist, Kimpton De Witt Hotel provides a luxurious experience of staying in Amsterdam. Welcoming rooms and magical interior, open-air courtyard (complete with swings), historic bar and restaurant are the places to be. Impeccable service also extends to your four legged friend - pet friendly Kimpton De Witt offers a list of amenities at no extra charge, from the essentials of cozy pet beds to water bowls and treats. www.kimptondewitthotel.com
Photo: Laure Joilet www.kimptondewitthotel.com
Luxury & Wellness || 5-STAR HOTEL EXPERIENCE
Sense of Appreciation Genuine human touch and feeling of being taken care of is highly valuable part of the luxury travel experience, often being the most important perceptual filter through which the guest rates the destination they visit, while also creating a potential competitive advantage that encourages repeat customers
awake the feeling of being taken care of. On the other hand, even if after several stays at a given destination the guest is not welcomed back or greeted by name, it can have the negative effect of feeling unappreciated and being just a number in a hotel’s statistics in order to generate profit. Personalised birthday cards or complimentary touches – because even the wealthiest of travellers love to feel like they’re getting something for free - with a warm and sincere welcome and a top quality service go far beyond the average hotel experience. The human touch and the feeling of being welcomed and expected is a highly valuable part of a luxury travel experience, often being the most important perceptual filter through which the guest rates the destination they visit, and also creates a competitive advantage that can bring in repeat customers.
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„Today’s global luxury traveller seeks unique, personalized experiences. The goal should be to make every guest feel like they’re the most important person in the hotel. If you can do that, then you’ll succeed in growing your business“ Barak Hirschowitz, the founder of the International Luxury Hotel Association
Wellness & Spa || WELLNESS TRENDS
2018
Changing the World of Wellness
The wellness industry is constantly offering new treatments and approaches in order to adequately respond to our search for health and wellbeing. From preventive medicine, brain boosting-getaways and DNA testing, a number of emerging trends are changing the way we care for our minds and bodies AUTHOR Viktorija Antolković
FOCUS ON PREVENTION
Unhealthy habits and poor lifestyle choices can significantly increase the risks of illness, including heart disease, diabetes and cancer
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Wellness & Spa || WELLNESS TRENDS
BOOST THE BRAIN Taking care of the mind and not just the body is the new approach in wellness, aimed at enhancing cognitive abilities and preventing degenerative diseases
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Wellness & Spa || WELLNESS TRENDS
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n the ever-changing world of wellbeing, each year brings something new. Responding to our quest for health and longevity, the wellness industry is listening in on the latest scientific advances and going a step further – delivering progressive wellness treatments and health programmes that will benefit our mind, body, and soul the most. So, what can we expect in 2018 in the newest wellness advancements?
PREVENTION IS THE BEST MEDICINE
According to the WHO, noncommunicable diseases (NCDs) are responsible for approximately 70% of premature deaths worldwide each year. The most NCD deaths are caused by cardiovascular diseases, cancers and diabetes and can be prevented, as lifestyle choices such as smoking or drinking, physical inactivity and an unhealthy diet significantly increase the risk of illness. Together with the notion that healthy habits and lifestyle can diminish the risk of premature death, the approach of healing and nurturing from the inside is becoming more prevalent. Instead of waiting for a problem to address, many wellness service providers encourage a proactive approach and offer comprehensive health check-ups and counseling on nutrition and lifestyle choices, in order to create health and wellness from the inside out.
KEEP THE BRAIN SHARP
Taking care of the mind and not just the body is a new approach in wellness, aimed at enhancing cognitive abilities and preventing degenerative diseases such as Alzheimer’s. Combining up-todate scientific data and the latest technological advances, wellness facilities can evaluate cognitive and psychological capacities and tailor specific exercises and activities accordingly. The treatments are designed to develop the potential stored in the guests’ minds, allowing them to maximize their cognitive abilities. In that way, the patients can improve their brain performance and stimulate memory and concentration, but also, equipped with the newly learned tools and exercises, boost their mental state from home.
MINDFULNESS PRACTICE
The practice of paying more attention to the present moment has proven to have a relaxing effect on the body, reducing stress and enhancing focus. Concentrating on the connection between the mind and body, mindfulness practices balance
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As Personalised as it Gets Now it’s possible to discover the role our genes play in overall health and well-being - the wellness industry is embracing the trend of DNA testing and using it to deliver more effective results, based on the unique genetic makeup of an individual
the physical and psychological benefits of exercise with the observation of our inner experience. Through regular meditation, mindfulness can also be practiced in everyday experiences, promoting calmness and having a restorative effect on our entire well-being. It can even tackle conditions such as depression, anxiety or stress, and thus contribute to addressing the question of mental health.
SECRETS OF DNA
The DNA testing market is on the rise and anticipated to reach $10 billion by 2022, predicts Grand View Research. The wellness industry is embracing this trend and using DNA analysis in order to deliver more effective results, based on the unique genetic makeup of an individual. Retreats and wellness facilities now offer DNA testing and consultations for ulti-
Wellness & Spa || WELLNESS TRENDS mate tailor-made treatment plans. With a simple test such as rubbing a swab against the inside of the cheek, the DNA sample is collected - providing all the necessary information to ensure personalized services and genetic-based treatments.
KNOW YOUR TELOMERES
The pursuit for longevity has always been humanity’s obsession, and the latest scientific discoveries tap into the proverbial “fountain of youth”. Aging well holds the key to a longer and happier life, as advanced research on aging offers some insight on how our cells age. Telomeres, caps on the ends of DNA strands that protect our chromosomes, are an essential part of human cells, whose shortening is indicative of disease and aging. Telomeres get shorter as we age, but also due to stress, smoking, obesity, a sedentary lifestyle and poor diet. Based on innovative research by Nobel Prize-winning biologist Elizabeth Blackburn, PhD, and Elissa Epel, PhD, Professor at the University of California, the new approach explores how to alter our telomeres in order to slow down the aging process.
EMOTIONAL HEALING
Honeymoons and anniversaries are not the only reasons to book a getaway trip – on the contrary, people going through major life changes such as mourning, break-up or business failure are in search of support programmes and healing wellness experiences. Tapping into the transformative potential of travel, resort facilities offer a full package of emotional healing therapies, change programmes and life coaching services in order to help the transition to a new stage of life. Many retreats are now equipped with programmes and experiences tailored to the unique situation of each guest, designed to help achieve emotional well-being.
CONCENTRATE ON THE INNER EXPERIENCE
COMBATING THE POLLUTION
The damaging effects of the sun on the skin are well known, but it is not the only one to blame for our skin condition. Pollution is Through regular meditation, another culprit to watch out for, as mindfulness can be practiced in exhaust fumes, smog, and other everyday experiences; promoting airborne pollutants can also take calmness and having a restorative their toll, especially in urban areas. effect on our entire well-being, and The newest skincare regime ineven tackle conditions such as cludes products and treatments that depression, anxiety or protect the skin from the inflammastress tion, dryness and free radicals caused by exposure to polluted air. Hence the new term „anti-pollutants“ is coined, which is aimed at combating the negative effects of pollution and to protect the skin’s lipid barrier.
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Gastronomy || CULINARY STAR
“My philosophy is directly related to the trips and the gastronomic culture of each country that I visited - this inspires me to keep evolving�
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Gastronomy || CULINARY STAR
When Peru Meets Paris...
Culinary Wonders Happen
Working at the Peruvian restaurant Manko in the centre of Paris, Chef Ruben Escudero brings out a unique world of flavours in every dish, all influenced by his travels to Latin America AUTHOR Andrea Ĺ itum
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Gastronomy || CULINARY STAR
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f you want to try Peruvian food in the heart of France, there’s only one place you should go to – Manko is a restaurant that celebrates Peruvian Cuisine with Chef Ruben Escudero in charge of the kitchen. After working as chef de cuisine at one of the best restaurants in Lima, Astrid y Gastón Casa Moreyra, Chef Escudero has infused flavours from his global travels to Latin America into his dishes at Manko, which has resulted in praise by both journalists and diners. How did your culinary career start and why did you want to become a chef? - My culinary career began early on, inspired by my southern Spanish parents and my grandmother, by their love and respect for quality and tradition. Who had the biggest influence on your career? - Andoni Luis Anduriz and his team from Mugaritz restaurant in San Sebastian. From the first moment I started working there, it was a big revelation for me, that completely changed my vision of working at a restaurant, as well as values inside and out of the kitchen. From that moment I started to create my own philosophy and grow.
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How would you describe your culinary philosophy? - Love and respect for all the products we use at the restaurant as well as for people who strive to bring us the best and even risk their lives (as in the case of artisanal fishermen), the cuisine based on teamwork and specific techniques, thanks to a great passion for cooking that takes me every day to rethink everything and discover a new way to do it even better. My philosophy is directly related to the trips and the gastronomic culture of each country that I have visited, which, in a way, has made me who I am now. This inspires me to keep evolving. In 2015 you took on a 7 months journey around Latin America to further develop your style – what was the most challenging part of that voyage? - During this trip two big things happened. The first was when I went to Peruvian Amazonia to live with an indigenous community and discovered how they exist in harmony and constant exchange
“Every time I travel somewhere I try to find the best local products and go deep into the gastronomic culture and tradition of each place, to discover the roots”
with the surrounding environment, just with what nature gives them. And the second evolves directly from the first one. When I decided to travel to every country in South America and cook with other chefs, creating new menus based on local products, unknown for me before. How did that experience change your cooking? - Every time I travel somewhere I try to find the best local products and go deep into the gastronomic culture and tradition of each place, to discover the roots. Since 2015 you have worked at the Parisian restaurant Manko, specialized in Peruvian kitchen - where do you find inspiration for your dishes? - Inspiration comes from the years I was living in Peru and what I learned there, from the traditions and all the biodiversity of products. What is interesting for me here, in France, is to incorporate local products into recipes with Peruvian soul. In your opinion, what is the secret of a good restaurant? - I would say the formula is: a happy team + quality products treated with respect = happy customers. What is your signature dish? - I could say a lot of them, but at Manko my favourite is the grilled octopus with anticuchera sauce, crispy black olives and potato cream. What do you like to cook the most
Gastronomy || CULINARY STAR
when you’re not working – just to eat at home? - The best products I found at the local market next to my apartment. Every week there is A TASTE OF PERU something Reflecting his most recent different to travels, Chef Escudero discover. has infused local flavours But I always from Latin America into his have in acclaimed dishes at Manko my fridge something from San Javier, my home town in Spain. What would you highlight as your biggest success so far and where do you see yourself in the future? - Right now I’m 100% focused on transmitting all the philosophy and sensibility of the kitchen to all my team, the consolidation we did at the restaurant last year is amazing. A big success is to evolve every day, which makes me very selfcritical, and improve in all the aspects of life inside and outside the restaurant, no matter what. This is why I feel good every day and I try to transmit this feeling to all the people who work around me. In the future of one year maximum I see myself opening my own restaurant that I have already 90% developed and doing the work as I think has to be done in all the aspects of a restaurant. The only thing I haven’t decided yet is the location.
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Nutrition || GLUTEN-FREE TRAVEL
RESEARCH, RESEARCH AND MORE RESEARCH When it comes to travelling with special nutritional needs, a lot of frustration and uncertainty stems from the unknown. Therefore, the first step in travel planning is a thoroughly researching the destination
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Nutrition || GLUTEN-FREE TRAVEL
Let’s Book
GLUTEN-FREE
Everyone who has to adhere to a special dietary regime because of a health condition is faced with an additional challenge when planning their travels. So, how do you feel as safe in your location of choice as you would in your own kitchen?
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iven that food is the focus of every tourist’s interest, especially those who must adhere to certain nutritional recommendations, it is of great importance to find a destination that will be able to adequately respond to their particular nutritional needs. Such a group of people, for whom travel planning and choosing destinations may be an additional source of frustration, includes those suffering from celiac disease and everyone who, because of their health condition, must avoid gluten. - Special nutritional needs are in fact a part of diet therapy, i.e. treatment through proper nutrition. For instance, people with diabetes must adhere to special nutritional guidelines to regulate their blood sugar levels, thus keeping their disease under control. Celiac disease is a unique example of a disease whose only cure is a strict, gluten-free diet that must be adhered to throughout the lifetime. Allergies, hypersensitivity and intolerance to certain food ingredients are also a good example when proper diet and avoiding certain (harmful) foods, affects health care - says Alenka Brozina, MD, an internal medicine specialist who is researching the effects of diet on health (www.nutrifito.hr). It comes as no surprise that people with special nutritional needs sometimes have the feeling that they are the safest in their home and their kitchen. But what to do when circumstances require something different?
1. EXPLORE THE DESTINATION
Research and research alone - in today’s world of internet connections nothing is easier than Googling the destination you are planning to visit. Contact your location of choice and inquire about the offer and composition of foods that you can consume. In case of celiac disease, ask if they serve
AUTHOR Viktorija Antolković
gluten-free bakery products, if they have a separate place in the restaurant where gluten-free foods and products are placed and check whether there are separate surfaces for preparing gluten-free food.
2. CHECK THE CERTIFICATES
Certain hotels are positioned as “gluten free friendly” destinations and have “allergy friendly” certificates, such as the ECARF certificate (“European Centre for Allergy Research Foundation” certificate), which provides information on allergens and the offer
of food based on the presence or absence of the most common allergens (“nut free”, “gluten free”, “lactose free”, “vegan”).
3. READ THE LABELLING
Gluten is found in most products, even where you would not expect it. Glutenfree products that have undergone strictly controlled conditions of production, packaging and storage have an internationally recognized sign for a gluten-free product - a crossed grain symbol. However, it is necessary to read carefully the nutrition labelling of products that do not contain gluten, given that gluten is “stuffed” into almost all products due to its ability to bind, most often in vegetable pates, sweets, meat products and the like.
4. CONNECT THROUGH SOCIAL NETWORKS
“Suffering from celiac disease, various nutritional intolerances and hypersensitivity, as well as other special nutritional needs, is not a matter of one’s own choice but a health need, which requires hotels and restaurants to be a little more understanding of such persons”
Alenka Brozina, MD
Today, there are numerous Facebook groups gathering people with similar opinions and interests, which means there are also groups providing advice and sharing experiences for specific dietary needs. An online group of people suffering from celiac disease can be a useful place to contact with questions, concerns and advice about everything associated with the gluten-free lifestyle, even when it comes to travelling and “gluten free friendly” locations.
5. BRING SOME OF THE FOOD WITH YOU
Even if you have researched everything thoroughly, surprises are always possible. It is always advisable to take with you some of the foods you can consume and which will, with regard to their shelf life and storage method, survive the journey together with you. Also, make sure you have enough snacks during a flight or sightseeing to last you until you find an acceptable gluten-free option.
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Nutrition || GLUTEN-FREE TRAVEL
Where to Eat Gluten-Free Portfolio Restaurant, Prague Portfolio Restaurant in Prague is a place to enjoy a warm atmosphere, attentive service and most importantly, delicious food. The menu consists of appetisers, main courses, desserts and fully matured wines, with several gluten-free options. www.portfolio-restaurant.cz Roca Moo, Barcelona Roca Moo in the upscale Hotel Omm in Barcelona is the Michelin-star restaurant which offers creative Catalan cuisine. Although without a gluten-free menu, this celebrated restaurant can accomodate people with all dietary needs, as the chefs can prepare almost any dish gluten-free. www.hotelomm.com Viaggio Ristorante, Rome The restaurant Il Viaggio cooperates with the Italian Society for Celiac Disease, which is why the staff has been trained to properly prepare and handle gluten-free foods. From savoury to sweet, the chef is at the disposal of all the guests avoiding gluten, so they will not miss out on the finest cuisine. www.ristoranteilviaggio.it Noglu, Paris Parisien restaurant and bakery Noglu offers a menu that is entirely gluten-free, with dairy free and vegan options. Opened by Frédérique Jules in 2012, Noglu’s menu changes everyday according to seasonal and available products. www.noglu.fr
Photo: Portfolio Restaurant Facebook
La Vina, Amsterdam La Vina, a restaurant located on the Maasstraat in the Amsterdam Riverside serves Spanish & Mediterranean cuisine. It accommodates gluten-free as well as other dietary restrictions, with gluten-free bread & gluten-free beer. www.lavinaexperience.com
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Gluten CrossContamination In the case of celiac disease, everything seems simple, but it should be noted that nowadays gluten is added to a great majority of the products and the risk of cross-contamination with gluten in those foodstuffs that do not contain gluten is an additional threat
Nutrition || GLUTEN-FREE TRAVEL
Where to Stay Gluten-Free Esplanade Zagreb Hotel, Croatia The prestigious Esplanade Zagreb Hotel has implemented the strict standards of the Croatian BOSK Gluten Free Standard, becoming the first certified Croatian hotel with a gluten-free offer. The BOSK standard is intended for the catering industry, offering practical knowledge about the preparation, presentation, and distribution of gluten-free dishes. www.esplanade.hr Tirler Dolomites Living Hotel, Italy The 4-star Tirler Dolomites Living Hotel sits 1750 metres above sea level, in the heart of the UNESCO World Nature Heritage site, the Dolomites. This holiday oasis has been certificated by the ECARF organization as the first allergy friendly hotel in Italy. www.hotel-tirler.com Hotel Pestana, Portugal Hotel Pestana on Porto Santo Island is just a few steps away from the beach and prides itself on its excellent reviews with regards to their gluten-free options, separate allergy food stations at the buffet and specialty dishes prepared upon request by the chef in the Ă la carte restaurants. www.pestana-porto-santo.com Falkensteiner Schlosshotel Velden, Austria The cuisine at Falkensteiner Schlosshotel Velden on Lake Woerth is tailor-made to the needs of its guests. Vegan meals, as well as gluten-free and/ or lactose-free products are all available upon request. www.falkensteiner.com
Photo: Esplanade Zagreb Hotel
Apollonia Beach Resort & Spa, Greece Apollonia Beach Resort & Spa is located on the long and sandy beach of Amoudara, near Heraklion, Crete. It holds a ECARF certificate for allergyfriendly products and services. www.apollonia.gr
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Health tourism || DIGITAL MARKETING
DIGITAL MARKETING
The Way to Your Target Audience Investing in marketing and online presence should be a consistent part of the business strategy to attract clients, and health tourism industry members could benefit a lot from this practice
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PROMO M+ AGENCY
he health tourism industry has been progressing in the past couple of years, but the marketing strategy in this area seems to be falling behind other business segments. Recently, healthcare marketing has improved digitally wise, but in the past, it focused on traditional media such as print, TV and radio. Marketers would launch campaigns without adjustment options once the ads were published. A Deloitte study from 2017 found that 52 percent of consumers search information about treatments and care providers online. Therefore, let us examine the benefits of improving digital marketing strategies for the health tourism industry members.
BUILD YOUR STRATEGY
What does digital marketing even consist of? Even though some people immediately think of Facebook and Twitter, there are many more digital platforms to contargeted according to their preferences. a well-planned social media presence sider. Except for the social media (Facecan help attract patients, since the same book, Instagram, Twitter, LinkedIn etc.), IMPORTANCE OF study found that 57 percent of consumers’ digital marketing includes online SOCIAL MEDIA decisions to receive treatment at a healthadvertising and media buying, PRESENCE care facility are strongly influenced by a email marketing, design and Secondly, marketprovider’s social media connections. This SEND branding, web design and ers carefully design piece of information shows that patients development. A complete content to improve show interest in healthcare organizations YOUR MESSAGE digital marketing strategy patient engagement, online presence. 57 percent of consumers’ should contain all these Health tourism is an enormous niche decisions to receive treatment as well as loyalty and elements in order to confidence. Not only can that grows bigger every day. Therefore, at a healthcare facility are be truly successful. The social media be used to investing in marketing and online presstrongly influenced by a importance of digital marengage with the patients, ence should be a consistent part of the provider’s social media keting in health tourism but also to support physibusiness strategy to attract tourists who connections industry is unquestionable, cians and connect health are in search for less expensive solutions so here are some advantages professionals. On the other hand, for their medical issues. for those who may still be dueling. Digital marketing can help evolve any part of the health tourism industry by M+ Agency simply targeting the exact customers you want to reach with your message. People Ulica Grada Vukovara 284, 10000 Zagreb, Croatia considering health tourism are a very T: + 385 (0) 1 646 35 49 specific group, thus a very specific target. Email: info@mplus.agency Depending on what kind of message you www.mplus.agency want to send, the vacation vibe or the knee replacement surgery, they can be
info
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