Medical Tourism in Developing Countries
Medical Tourism in Developing Countries Medical Tourism in Developing Countries
Would You Like a Safari With Your Lasik Surgery? ● 91UNWTO’s Global Code of Ethics for Tourism has been exemplary: accordingto its Article 5, local populations must share in the economic benefitsthey generate, and Article 9 stipulates the rights of self-employed workers. 103Also, the World Bank has partnered with indigenous people in LDC touristdestinations to launch an initiative supporting culturally appropriate developmentprojects. 104 International institutions also provide a legal frameworkfor the development of tourism (such as the GATS, as well as the inclusionof LDC tourism in, for example, the Uruguay Round).Tie-Ins: Would You Like a Wilderness SafariWith Your Lasik Surgery?Imagine flying into an airport in order to have a medical procedure andflying out the same day, perhaps after a guided tour of the city. There is noneed for imagination as this is a reality in Germany. The Munich airporthas become a center for medical tourism with a clinic that has two surgeryrooms, a MRI, and 13 beds. Patients are picked up from their arrivingaircraft and taken through immigration. After diagnosis and/or treatment,patients either check into an adjacent hotel, go sightseeing, or fly backhome. 105LDC medical establishments that cater to medical tourists offer significantlymore in the way of tourism than a mere tour of downtown. Suchtie-ins include, at the minimum, simple services such as helping out withforeign exchange, arranging interpreter services, and ensuring that properdietary requirements are met. They might entail a few moments of personalexchange with a local in charge. At the other end of the spectrum, tie-insare of much longer duration. The longest carries permanent benefits, suchas European citizenship if a child is born in Ireland while visiting. In betweenthe momentary and the permanent lie many different options. Some clinicsassign to each patient a personal assistant for the duration of the post hospitalrecovery. Others include a recovery vacation. The package of servicesoffered to international patients by Chile’s Santiago Salud involves cooperationwith travel agencies that make tourism arrangements, if the patientschoose to engage in tourism along with their medical treatment. 106 The tieinsto medical care at Bumrungrad Hospital in Thailand at a minimuminclude round-trip airport transfer, 24 hours/day assistance, and a Bangkokorientation tour. Patients can schedule excursions, trips to beaches, shoppingsprees, and visits to ancient sites. All of these are scheduled around medicalappointments. Wilderness safaris and game park excursions are the mostfrequent tie-ins offered by South African hospitals. Cuban hospitals offerseaside packages, bicycling tours, and Havana-by-night excursions. The huge
92 ● Medical Tourism in Developing CountriesLa Pradera complex outside Havana merges a hospital and resort facilitieson a single site, enabling ambulatory patients an easy hour at the beach. 107Tie-ins extend to airlines. Many Asian airlines offer frequent flyer milesto help patients return for follow-up visits. 108 The Bumrungrad is exploringways of offering frequent flyer miles for their medical services. Its CEO saysthat they are trying to figure out how to calculate miles: “If you have acholecystectomy, how many miles do you get?” 109The tie-in options available to international patients are broad and suitedfor all tastes. If international patients choose not to stay in the crowdedand congested capital city of Bangkok, the resorts on the coast sell beachholidays together with cosmetic surgery. Tourists can fly directly to Phuketand check in to the Phuket International Hospital that advertises “brightsun, blue sea, cosmetic surgery.” 110 Another Phuket hospital, the Bangkok-Phuket, established a company in 2003 called Phuket Health and TravelCompany in order to promote its medical tourism with the emphasis onthe tourism. 111 In Malaysia, hotels provide package visits that include medicalcheckups and referrals to hospitals. 112 One hotel even has its own clinic(Palace of the Golden Horses near Kuala Lumpur). The Sunway MedicalCentre is associated with the Sunway Lagoon Resort Hotel and promotesmedical holidays. Tour operators arrange trips to popular resorts such asMalacca and Penang after cosmetic surgery. For those who are not inclinedto taste exotic foods, hospitals such as the Bumrungrad have made it possibleto order room service from familiar establishments such as Starbucks,McDonald’s, and Au Bon Pain. India and Thailand both offer packages forgetting a filling, extraction, or root canal with a vacation.Why would the tourist want a tie-in? While it is not the reason peopletravel to one medical center over another, the tourist seeks out this exoticexperience as a positive externality associated with the medical procedure.Patients are targeted by promotions that inform them of the beautifulexperiences they can have at little cost—in other words, maximize theexperience while minimizing the cost. The Bumrungrad Hospital websitesuggests that the money one saves on root canal work will more than payfor a luxury vacation. Even the Iranian Health Minister, Masoud Pezeshkian,suggested the price differential between medical procedures in Iran and theUK could be applied towards tourism. 113While tourists view tie-ins as important components of their medicaltravel, suppliers of medical tourism view them as an important componentof their marketing. Tagging a vacation on to a medical service is viewed asa form of competition and hospitals are offering not only competitive pricesfor medical services, but also service usually associated with five-star luxuryhotels. They view tie-ins as a form of product differentiation, so the range
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Would You Like a Safari With Your Lasik Surgery? ● 91UNWTO’s Global Code of Ethics for <strong>Tourism</strong> has been exemplary: accord<strong>in</strong>gto its Article 5, local populations must share <strong>in</strong> the economic benefitsthey generate, and Article 9 stipulates the rights of self-employed workers. 103Also, the World Bank has partnered with <strong>in</strong>digenous people <strong>in</strong> LDC touristdest<strong>in</strong>ations to launch an <strong>in</strong>itiative support<strong>in</strong>g culturally appropriate developmentprojects. 104 International <strong>in</strong>stitutions also provide a legal frameworkfor the development of tourism (such as the GATS, as well as the <strong>in</strong>clusionof LDC tourism <strong>in</strong>, for example, the Uruguay Round).Tie-Ins: Would You Like a Wilderness SafariWith Your Lasik Surgery?Imag<strong>in</strong>e fly<strong>in</strong>g <strong>in</strong>to an airport <strong>in</strong> order to have a medical procedure andfly<strong>in</strong>g out the same day, perhaps after a guided tour of the city. There is noneed for imag<strong>in</strong>ation as this is a reality <strong>in</strong> Germany. The Munich airporthas become a center for medical tourism with a cl<strong>in</strong>ic that has two surgeryrooms, a MRI, and 13 beds. Patients are picked up from their arriv<strong>in</strong>gaircraft and taken through immigration. After diagnosis and/or treatment,patients either check <strong>in</strong>to an adjacent hotel, go sightsee<strong>in</strong>g, or fly backhome. 105LDC medical establishments that cater to medical tourists offer significantlymore <strong>in</strong> the way of tourism than a mere tour of downtown. Suchtie-<strong>in</strong>s <strong>in</strong>clude, at the m<strong>in</strong>imum, simple services such as help<strong>in</strong>g out withforeign exchange, arrang<strong>in</strong>g <strong>in</strong>terpreter services, and ensur<strong>in</strong>g that properdietary requirements are met. They might entail a few moments of personalexchange with a local <strong>in</strong> charge. At the other end of the spectrum, tie-<strong>in</strong>sare of much longer duration. The longest carries permanent benefits, suchas European citizenship if a child is born <strong>in</strong> Ireland while visit<strong>in</strong>g. In betweenthe momentary and the permanent lie many different options. Some cl<strong>in</strong>icsassign to each patient a personal assistant for the duration of the post hospitalrecovery. Others <strong>in</strong>clude a recovery vacation. The package of servicesoffered to <strong>in</strong>ternational patients by Chile’s Santiago Salud <strong>in</strong>volves cooperationwith travel agencies that make tourism arrangements, if the patientschoose to engage <strong>in</strong> tourism along with their medical treatment. 106 The tie<strong>in</strong>sto medical care at Bumrungrad Hospital <strong>in</strong> Thailand at a m<strong>in</strong>imum<strong>in</strong>clude round-trip airport transfer, 24 hours/day assistance, and a Bangkokorientation tour. Patients can schedule excursions, trips to beaches, shopp<strong>in</strong>gsprees, and visits to ancient sites. All of these are scheduled around medicalappo<strong>in</strong>tments. Wilderness safaris and game park excursions are the mostfrequent tie-<strong>in</strong>s offered by South African hospitals. Cuban hospitals offerseaside packages, bicycl<strong>in</strong>g tours, and Havana-by-night excursions. The huge