Η επιχείρηση του ιατρικού τουρισμού
The business of medical tourism
View/ Open
Abstract
Healthcare costs rapid growth nowadays resulted in the upsurge of medical tourism market globally. Patients around the world use internet in order to find the appropriate – concerning quality and cost – healthcare services package for them. On the other hand developed countries have already recognized the inefficiency of health systems and the inability to cover their citizens’ healthcare needs, resulting in considering alternative solutions through medical tourism. The aim of this study is to provide a detailed picture and clear comprehension of medical tourism business in global market and Greece as well. To fulfill this aim partial objectives have been approached such as the taxonomy of medical tourism services, the international patients’ profile, the structure and size of medical tourism market and the definition of distribution channels and the ecosystem of medical tourism. Subsequently the study depicts international comparison among the successful countries in the field in order to unveil their competitive advantage, illustrates the medical tourism market development policies under legislation, obstacles, risks and development opportunities for medical tourism, moral matters and resources needed for investment. Medical tourism is a niche market with many particularities and investment opportunities as well as a field for academic research, important for business and strategy implementation. The study methodology is based on secondary qualitative analysis of evidence based information. An analysis of information from medical tourism sites has also taken place as well as an extended comparison of international best practices in medical tourism. By the synthesis of all the above mentioned an attempt to recognize the medical tourism product characteristics is made which are then used in order to define the critical factors to succeed in the medical tourism business and act as an entrepreneur while maintaining a sustainable competitive advantage. Globally established theoretical models for market analysis such as Michael Porter’s forces for market analysis and Michael Porter’s diamond for competitive advantage of nations are implemented in the medical tourism market analysis, both global and Greek. The study ends suggesting a pre-feasibility study model for the development of a medical tourism business at a seaside area in Greece, focused on patients with chronic diseases (such as cancer and rheumatic diseases) and high purchasing power that seeking luxurious vacation for themselves and their families along with safety and quality during the delivery of healthcare and leisure services as well.