MedTour (Bridging borders, restoring lives)
1. Medical tourism: focusing on patients’ prior, current, and post experience |
International Journal of Quality Innovation | Full Text (springeropen.com)
2. What is known about the patient's experience of medical tourism? A scoping
review | BMC Health Services Research | Full Text (biomedcentral.com)
Opportunity:
The burgeoning medical tourism industry in India presents a compelling opportunity to capitalize
on the growing demand for high-quality healthcare services at a lower cost. The country offers a
wide range of treatments, including cardiology, oncology, orthopedics, and alternative medicine
like Ayurveda and Yoga, making it an appealing destination for diverse medical needs.
The lack of a centralized platform for seamless coordination between medical facilities, travel
arrangements, and accommodation creates a gap that can be addressed through an integrated
and user-friendly solution.
User insights: Here are some of the top insights generated from research.
● Focus on quality and outcomes of the medical service processes, including customer
interaction with service providers, organizations can improve patient satisfaction. This
will have a positive effect on attracting potential future customers.
● Five factors that promote medical tourism (survey - 49,980 patients):
○ most advanced technology (40%),
○ better-quality care for medically necessary procedures (32%),
○ quicker access to medically necessary procedures (15%),
○ lower-cost care for medically necessary procedures (9%),
○ lower-cost care for discretionary procedures (4%).
● Research (#2) suggests that 3 factors are important in decision making for patients:
○ Push (why did they move away from care available at home):
■ It was commonly reported that the high cost of out-of-pocket payments for
procedures in patients' home countries likely pushes them to consider
medical tourism.
■ Related to cost, a lack of insurance, or being underinsured, may also
push people into medical tourism, in that if procedures cannot be covered
by their insurance plans then they may be pushed abroad in search of
more affordable care
■ The other most frequently noted push factor was that of wait-times, with
the promise of more timely care in other countries potentially drawing
them abroad.
○ Pull (why they chose an away country):
■ The most frequently discussed pull factor was quality. Patients can be
pulled towards medical tourism hospitals that are renowned for the quality
of service, care, and facilities they offer
■ Language is also factored into decision-making, wherein patients are
thought to be drawn to receiving care in places where hospital employees
speak their language
■ Related to this, the religious accessibility of medical tourism facilities and
destination nations is another consideration that can pull patients to one
location over another. More specifically, patients may seek out facilities
that observe the same religious protocols they do
■ The political climate of countries or regions may also pull people to
receive care in particular locations, in that patients are unlikely to want to
travel to places that are politically (or even culturally) unstable or
inaccessible
■ The vacation aspect of medical tourism serves as another pull factor, in
that patients may be drawn to receive care in places they are interested in
holidaying in
○ Information needs for decision making:
■ credentials of doctors
■ international marketing of facilities and procedures, including their costs,
online, via facilitators/brokers, aids some patients in decision-making.
■ The presence of such marketing informs potential patients about
treatment options, tourism opportunities, and other key pieces of
information that assist with decision-making.
■ The internet also offers patients other types of information about medical
tourism. For example, websites created by former medical tourists to
share their experiences can act as an information source for those at the
decision-making stage.
■ Word-of-mouth is also an important information source, with some
medical tourists having first learned about the potential for accessing
procedures abroad from friends and family.
● Other motivations for patients - three types of factors motivating patients' engagement in
medical tourism:
○ Procedure-based: A procedure-based motivator noted in several sources is that
patients may wish to pursue procedures abroad that are illegal or not available or
experimental in their home countries. These factors may also be particularly
motivating for middle- and upper-class residents of developing countries who can
afford to pay for more sophisticated care abroad. Hearing success stories about
positive outcomes from others, whether by word-of-mouth or online, can serve as
a motivator for potential medical tourists.
○ Travel-based: Destination location is important. Increasing ease and affordability
of international travel, the frequency of flights to major destinations, and the
streamlining of visa procedures and expediting of applications for international
patients are important. The availability of facilitators/brokers to assist with making
detailed arrangements, corresponding with doctors, and planning after care in
certain departure countries. Another travel-based motivator may be the presence
of package deals, in that their affordability and ease of booking again may
appeal to those looking for guidance in planning.
○ Cost-based: In countries with public health care coverage, like Canada, some
patients mistakenly believe they’ll be reimbursed for travel and procedure costs
incurred abroad through medical tourism1. However, reimbursements for planned
procedures abroad are usually restricted, and out-of-pocket costs are rarely
covered. In the US, patients are influenced by the desire to reduce costs1.
Employers and insurance companies encourage people to seek surgeries abroad
because even with travel expenses, it’s often cheaper than getting the same
procedures done at home.
● Risks patients consider:
○ Three categories of risk were considered: (1) risks to patients' health; (2) risks of
travel; and (3) risks pre- and post-operatively in the home country.
Summary:
In accounts former medical tourists reflect, overwhelmingly positively, on their experience overall
and the positive impact that receiving a procedure abroad has had for their health. A former
Canadian medical tourist had this to say: "Life is too precious. I'm in my early 50s and I have
lots of things to do in my life and one of them isn't lying at home in pain... I'm a Victoria
firefighter. I have been for 29 years and I don't want to retire that way, you know, with a
disability". Accessing surgery abroad enabled him to maintain his employment. Another
Canadian retrospectively proclaimed "I think it's the best money I've ever spent", with regard to
having paid out-of-pocket for surgery in India.
Below are some pre-travel concerns to be considered. We should identify the concerns that are
easily addressable and focus on those while generating leads:
What are the Pain Points facing patients and/or industry today?
1. Fragmented Industry: Lack of a centralized platform hampers coordination between medical
facilities and related services.
2. Coordination Challenges: Patients face difficulties in organizing travel arrangements and
accommodation alongside medical treatments.
3. Information Disparity: Limited transparency and information about available medical facilities
and associated services.
4. Inefficient Communication: The absence of a unified communication channel leads to
confusion and delays.
Solution:
Establish a comprehensive and integrated medical tourism platform that serves as a centralized
hub for coordinating medical treatments, travel logistics, and accommodation, addressing the
pain points and enhancing the overall experience for medical tourists.
Key Features:
1. Unified Platform: Provide a one-stop solution for medical tourists to seamlessly plan and book
comprehensive packages, including medical services, travel arrangements, and
accommodation.
2. Transparent Information: Ensure transparency in pricing, medical facility details, and service
quality to build trust and confidence.
3. Efficient Communication: Implement a robust communication system between medical
facilities, patients, and travel agencies for real-time coordination.
4. Post-treatment Support: Offer dedicated post-treatment support services, addressing
concerns about follow-ups and aftercare.
5. User-Friendly Interface: Develop an intuitive and user-friendly platform accessible via website
and mobile app.
Monetization Strategy:
1. Commission Model: Charge a commission on each medical package booked through the
platform.
2. Subscription Services: Introduce subscription services for medical facilities to access
premium features and enhanced visibility.
3. Advertising Opportunities: Collaborate with medical facilities, travel agencies, and
accommodation providers for advertising opportunities within the platform.
Market Analysis:
1. Potential Target Markets:
- United States: Due to high healthcare costs, there is a significant potential market among
American tourists seeking affordable yet quality medical treatments.
- Middle Eastern Countries: Countries with high-quality healthcare facilities may attract
medical tourists seeking specialized treatments.
- African Nations: Patients from African countries could find value in the cost-effectiveness and
quality of healthcare services in India.
2. Specific Named Competitors:
- MediTravel: Known for its medical tourism services, offering a variety of destinations,
including India.
- BookingHealth: Provides medical booking services globally, including India, but lacks a
specialized focus on seamless coordination.
3. Named Partners:
- Accredited Hospitals: Leading healthcare providers in India, offering a range of medical
specialties.
- MakeMyTrip: Collaboration with a reputable travel agency to streamline travel arrangements.
- OYO: Partnership with a trusted accommodation provider for a comprehensive package.
4. Referrers:
- Medical Practitioners: Establish referral programs with healthcare professionals to encourage
patient recommendations.
- Satisfied Patients: Encourage satisfied patients to refer friends and family through incentive
programs.
5. Role of Agents:
- Medical Tourism Agents: Collaborate with agents who specialize in medical tourism to
facilitate patient bookings and provide personalized assistance.
6. Other Stakeholders:
- Insurance Providers: Explore collaborations with insurance companies to offer medical
tourism packages with coverage.
- Government Health Departments: Engage with health authorities to ensure compliance
with regulations and promote the platform.
- Embassies and Consulates: Establish connections to assist international patients with visa
processes and support.
7. Regulatory Compliance:
- International Health Organizations: Ensure adherence to international health standards and
collaborate with organizations promoting medical tourism.
- Indian Regulatory Bodies: Work closely with Indian healthcare regulatory bodies to ensure
compliance and quality assurance.
8. Cultural Sensitivity:
- Local Cultural Organizations: Develop partnerships to provide cultural sensitivity training for
healthcare providers, enhancing the overall patient experience.
9. Technology Integration:
- Telecommunication Providers: Collaborate with telecommunication companies to enhance
virtual consultation services.
- Data Security Experts: Engage experts to ensure the platform's compliance with data
protection laws and to provide a secure environment for user information.
10. Marketing Strategies:
- Social Media Influencers: Partner with influencers to create awareness and highlight positive
experiences of medical tourists using the platform.
- Health and Wellness Publications: Feature in health-focused publications to reach a
targeted audience interested in medical tourism.
11. Feedback Mechanisms:
- Patient Advocacy Groups: Collaborate with advocacy groups to gather insights and
feedback for continuous improvement.
- Online Reviews and Ratings Platforms: Encourage patients to share their experiences on
review platforms to build trust and credibility.
By considering these specific aspects in the expanded market analysis, the platform can
strategically position itself, identify key competitors, foster beneficial partnerships, and engage
with relevant stakeholders to ensure success in the dynamic landscape of medical tourism.
Business Plan:
1. Market Entry Strategy:
- Start with a pilot launch in a specific medical specialty or city.Build partnerships with renowned
medical facilities to establish credibility.
- Initiate marketing campaigns to create awareness among potential medical tourists and
establish credibility.
2. Technology Infrastructure:
- Develop a user-friendly platform with features ensuring transparency, efficient
communication, and post-treatment support.
- Implement a secure and scalable backend infrastructure to handle increasing user demand.
3. Marketing and Branding:
- Utilize digital marketing channels to reach potential clients and highlight the platform's
benefits.
- Leverage positive testimonials and success stories to build trust and credibility.
4. Quality Assurance:
- Establish strict criteria for medical facilities to join the platform, ensuring high standards of
care.
- Implement regular audits and feedback mechanisms to maintain service quality.
5. Scaling and Expansion:
- Gradually expand the platform to cover additional medical specialties and geographic
locations.
- Explore partnerships with insurance providers to offer comprehensive medical tourism
packages.
6. Customer Support:
- Provide 24/7 customer support to address queries and concerns promptly.
- Implement continuous improvement strategies based on user feedback.
By addressing the industry's fragmentation and providing a centralized solution, this business
plan aims to position the platform as a leader in the medical tourism sector, offering a seamless
and comprehensive experience for foreign tourists seeking healthcare services in India.
