Medical Travel Brand Management Success Strategies for Hospitality Bridging Healthcare H2H 1st Edition by Frederick DeMicco, Ali Poorani 1774637278 9781774637272

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ISBN 10: 1774637278

ISBN 13: 9781774637272

Author: Frederick J. DeMicco, Ali A. Poorani

This new volume, which complements the editors’ earlier volume Medical Travel Brand Management: Success Strategies for Hospitality Bridging Healthcare (H2H), explores the multitude of medical travel services and discusses the integration of traveling medical guests with destination providers, hospitality/healthcare professionals, and travel service providers. The editors also address the impact the COVID-19 pandemic has made on the travel industry, which has motivated them to bring together major players, renowned authors, practitioners, and researchers to create this book to help prepare the medical tourism market to not only recover from the devastating effects of the pandemic but also to provide tools and cases that will help to structure successful destinations for medical travel. From chapters on branding to assessing accreditation and post-care quality metrics, Drs. DeMicco, Poorani, and their fellow contributors take the reader through the critical phases of the medical travel journey: pre-visit, travel, on-site care, discharge and follow-up care. The authors address critical issues facing medical, health, and wellness travel from both macro and micro perspectives. Presentations of best practices and strategies demonstrate how some destinations have built, renewed, or engaged various stakeholders to construct or enhance their medical tourism destination. Medical Travel: Hospitality Bridging Healthcare (H2H) © also showcases best practices and innovative ways of designing and operating a profitable and entrepreneurial practice. Quality issues, aesthetics, and legal issues related to inbound and outbound medical tourism are also presented. The book explores the evolving nature of hospital design and the complex relationship between people and medicine as manifested in the relationship of hospital aesthetics to patient satisfaction. Importantly, the book also includes a chapter addressing medical health travel during the pandemic which describes how the pandemic has revolutionized telehealth and the medical travel industry, which can leverage the advances made in digital health and telemedicine. This volume will be an important resource for the four main players at the center of medical travel: medical travelers themselves, government agencies, intermediaries, and health and wellness providers. The selected best practices, research, cases, innovative strategies, SWOT analysis, and toolkits address the aims of all stakeholders.

Medical Travel Brand Management Success Strategies for Hospitality Bridging Healthcare H2H 1st Table of contents:

Part I Getting Started

Chapter 1 Medical Tourism and Well-Being: Trends and Strategies

1.1 Market Projection of Medical Travel

1.2 Why Get Healthcare Elsewhere?

1.3 Quality Concerns

1.4 Top Medical Travel Destinations

1.4.1 Costa Rica

1.4.2 Hungary

1.4.3 India

1.4.4 Israel

1.4.5 Malaysia

1.4.6 Mexico

1.4.7 Singapore

1.4.8 South Korea

1.4.9 Thailand

1.4.10 Turkey

1.4.11 United States (U.S.)

1.5 Top Trends for Medical Travel

1.6 Economic Growth is Slowing in Many Countries

1.7 Demographic Changes Impacting Medical Travel

1.8 Conclusion and Important Medical Advances Will Continue to Appear Almost Daily

Reference

Part II Designing Medical Travel Programs (Cases)

Chapter 2 A New Perspective Into Affordable, Quality Healthcare: The Case of Pronto Care

2.1 Introduction: Pronto Care

2.1.1 Background for Pronto Care

2.2 Concept of Concierge Medicine

2.3 Business of Healthcare (Direct Contracting)

2.4 Patient Education and Advocacy

2.5 Community-Based Healthcare Solution

2.6 Nutritional Aspects of Healthcare

2.6.1 Wellness

2.7 Leadership Role in Healthcare

2.7.1 Working With Florida Law Makers

References

Chapter 3 An Examination of an Innovative Self-Insured Medical Center: The Case of Rosen Hotels and Resorts

3.1 Introduction

3.2 The Rosengare® Story

3.3 Some Facts About Rosencare®

3.4 The Rosen Medical Center Enterprise

3.5 The Ripple Effects of Rosencare®

3.6 Plans for Extending Rosencare®

3.7 The Relevance of The Rosencare® Model to Medical Tourism (MT)

3.8 Conclusion

References

Chapter 4 An Innovative Approach to Global Medical and Wellness Tourism: A Case of Florida Medical Tourism

4.1 Introduction

4.2 Medical Tourism (MT) in Florida by the Numbers

4.3 Conclusion

References

Part III Destination Competitiveness Factors and Cases

Chapter 5 Success Factors of Medical Tourism Special Economic Zones

5.1 Introduction

5.2 Special Economic Zones (SEZs)

5.3 Factors Relevant To Sezs

5.3.1 Tourism Destination Components

5.3.2 Medical Treatment Components

5.4 Methodology

5.4.1 Questionnaire Design and Administration

5.5 Findings

5.5.1 Special Economic Zone Factors

5.5.2 Tourism Destination Factors

5.5.3 Medical Treatment Factors

5.5.4 Most Important Challenges That Mtsezs Face

5.5.5 Pitfalls To Avoid When Entering Mtsezs

5.6 Recommendations

References

Chapter 6 Renewal Challenges: The Case of the Republic of Georgia

6.1 Introduction

6.2 Background

6.2.1 Important Numbers and Development Possibilities

6.3 Medical Tourism (Mt) Assets and Core Infrastructure Analysis

6.3.1 Medical Assets

6.3.2 the Natural Healing Assets and the Natural, Environmental Landscape of Georgia

6.3.3 Narrowing The Field

6.4 Identifying Challenges: Research and Methodology

6.5 Results

6.5.1 Delphi Survey Round-One

6.5.2 Delphi Survey Round-Two

6.5.3 Delphi Survey Analysis

6.6 Planning for Georgia’s Medical, Health, and Wellness Tourism

6.6.1 Swot Analysis Georgia

6.7 Swot Analysis: Four Selected Destinations in Georgia

6.7.1 Tskaltubo

6.7.2 Bordomi

6.7.3 Urski

6.7.4 Tbilisi

6.8 Analysis

6.9 Planning for Branding

6.10 Conclusions and Recommendations

References

Chapter 7 Medical Tourism Destination Success Factors: The Case of Three Chinese Cities

7.1 Introduction

7.2 Three-Step City Branding

7.2.1 Strategic Planning

7.2.2 Value Propositions

7.2.3 Action Plans

7.3 China Medical Tourism (Mt) Then and Now

7.4 Metamorphosis of The Three Representative Destinations in China

7.5 Cluster Model

7.5.1 Beijing

7.5.2 Shanghai

7.5.3 Sanya in Hainan

7.6 Conclusion

References

Chapter 8 A Geo Mapping Project for Medical Travel and Wellness: Opportunity to Enhance Tourism Revenue in Colorado

8.1 Introduction To The Concept of Medical Tourism (Mt) and Market Projection

8.2 Why Get Healthcare Elsewhere?

8.3 Medical Tourism (Mt) Mapping for The State of Colorado

8.3.1 Instructions To The Student Teams

8.4 Conclusions

References

Chapter 9 Trade-Off Analysis of Health and Wellness Tourism Destination Attributes: An Outbound U.S. Consumers’ Perspective

9.1 Introduction

9.2 Research Methodology

9.3 Research Objectives

9.3.1 Significance of Research

9.4 Findings

9.4.1 Respondent Profile

9.4.2 Relative Importance of Key Factors

9.4.3 Attribute Level Trade-Off Results

9.4.4 Quality of Medical Care

9.4.5 Relative Cost Savings

9.4.6 Comparative Wait Time

9.4.7 Geographic Distance of Destination From Home

9.4.8 Economic Conditions At Destination

9.4.9 Tourism Attractiveness of The Health and Wellness Destination

9.4.10 Political Situation at the Destination

9.4.11 Shared Culture and History With The U.S

9.4.12 English Language Prevalence At Destination

9.4.13 Enabling Entities

9.4.14 Trade-Off Analysis

9.5 Discussion

References

Chapter 10 Medical Tourism/Travel in India: A Cost Comparison of Procedures with the United States

10.1 Introduction

10.2 Destination: India

10.3 Price Comparison: India Vs. The Us

10.4 Conclusion

References

Part IV Marketing and Branding

Chapter 11 The Things I Learned About Building A Brand in the Medical Tourism Sector

11.1 Introduction

11.2 Medical Tourism (Mt)

11.3 Government Support

11.4 Wasted Efforts

11.5 Getting It Right

11.6 Extending Your Healthcare Brand, An Old Concept, But A Good One (If You Know How To Do It)

11.7 Does Accreditation Help Your Healthcare Brand Extension?

11.8 Does The Best Hospital Ranking By U.S. News and World Report Matter To Your Brand Extension?

References

Chapter 12 How to Attract More Patients, Increase Profit, and Build An Irresistible Medical Tourism Brand

12.1 Introduction

12.2 Tackling The New Era of Healthcare

12.3 Direct Marketing in Healthcare

12.4 THE 3 M’S OF SUCCESSFUL HEALTH MARKETING

12.5 Conclusion

Chapter 13 Dimensions of Medical Tourism and Destination Capacity Analysis: A Toolkit

13.1 Toolkit to Analyze Destination’s Readiness

13.1.1 Introduction

13.1.2 Four Dimensions of Medical Tourism Assets: Product Dimension

13.1.3 Performance Dimension

13.1.4 Promotion Dimension: Sustainability, Support, and Maintenance

13.1.5 Medical Tourism (Mt) Dimension

13.2 Planning and Building A Brand Strategy

13.2.1 The Purpose

13.3 Conclusion

References

Part V Medical Travel Facilitators

Chapter 14 Success Factors and Best Practices for Medical Travel Facilitators: Tips for Benchmarking and Startups

14.1 Introduction

14.2 Background

14.2.1 Facilitators and Quality Issues

14.2.2 Facilitator Professionalism and Ethical Issues

14.2.3 Medical Tourism Facilitators (Mtfs) and Legal Issues

14.3 Research Methodology

14.3.1 Research Design and Instrumentation

14.3.2 Data Collection

14.4 Data Analysis

14.4.1 Lead Generators

14.4.2 Most Beneficial Advertising Methods and Advertising Expenditures

14.4.3 Purpose of Travel

14.4.4 Number of Travel Agents They Work With

14.4.5 Location-Proximity to Providers

14.4.6 Combining Tourism Activities With Treatment

14.4.7 Average Length of Stay

14.4.8 Where The Customers Come From?

14.4.9 Which Destinations Did Better?

14.4.10 Types of Plans Offered

14.4.11 Types of Services Offered

14.4.12 Charges, Fees, Discounts, and Collection Methods

14.4.13 Customer Feedback Mechanism

14.4.14 Reasons for Entering This Business

14.4.15 Success Factors and Challenges

14.5 Findings

14.6 Recommendations for Future Research

14.7 Limitations

References

Chapter 15 Legal Issues in Medical Travel Facilitation

15.1 Facilitator Fee Arrangements

15.2 Provider Fee Arrangements

15.3 Medical Records

15.4 Malpractice

15.5 Conclusion

Bibliography

Part VI Patient-Centric Approaches: Managing Medical Traveler Expectations

Chapter 16 Patients Rate Hotel-Like Hospitals Better than State and National Average in Patient Satisfaction

16.1 Introduction

16.2 Background

16.2.1 Customer/Patient Perception, Experience, and Satisfaction

16.3 Methodology

16.3.1 Research Design

16.3.2 Instrumentation

16.3.3 Sampling

16.3.4 Data Analysis

16.4 Findings

16.5 Conclusion

16.5.1 Managerial Implications

16.5.2 Limitations

References

Chapter 17 From Antiseptic to Aesthetic: Experience as a New Narrative in Curative Care

17.1 Introduction

17.2 Esthetic in the Private

17.3 Medicine As A Social Institution

17.3.1 Religion and Medicine

17.3.2 A Brief Social History of Medicine

17.4 Two Institutions: Finding Juxtaposition in Esthetic Goals

17.4.1 A New Era: Esthetic As Experiential Care

17.5 Why Does The Esthetic Experience Matter To Us?

17.5.1 Space As A Form of Healing

17.5.2 Space, Power, and Magical Thinking

17.5.3 Beyond Healthcare

17.6 Recentering Empathy

References

Chapter 18 Hospitality Meets Healthcare in Oncology At Cancer Treatment Centers of America®

18.1 Introduction

18.2 What Cancer Patients Are Seeking?

18.3 Medical Travel at Cancer Treatment Centers of America (CTCA)

18.4 Integrative Oncology

18.5 The Mother Standard of Care

18.6 Hospitality Meets Healthcare

References

Chapter 19 Strategic Medical Tourism Design: A Case of Switzerland, Hospitality Bridging Healthcare (H2H©)

19.1 Introduction

19.2 The Structure of This Chapter

19.3 The Design Elements in Place At The Grand Resort

19.4 Methodology for This Study

19.5 Survey Responses

19.6 Conclusions

Part VII Emerging Trends in Health, Wellness, and Medical Travel

Chapter 20 Advances in Telehealth and Primary Care

20.1 Introduction

20.2 Literature Review of Telehealth and Primary Care

20.2.1 How Do Patients Perceive Telehealth in Primary Care?

20.3 Telehealth in Practice

20.4 How Telehealth Can Improve Patient Experience and Practice Efficiency

20.4.1 Building Loyalty

20.4.2 A Case in Point: Presbyterian Healthcare Services: Moving From Innovation To Operations With Smartexam

20.4.3 Results

20.5 Patient Adoption of Telehealth

20.6 Why Some Patients are Consumers of Telehealth?

20.7 Obstacles to Continued Growth of Telehealth

20.8 The Future of Telehealth for The Industry

20.9 Telehealth and Medical Travel

20.9.1 Medical Travel Within The United States (U.S.): Telehealth Challenges

20.9.2 Inbound and Outbound Medical Travel: Telehealth Benefits and Challenges

20.10 Conclusion and Recommendations

References

Chapter 21 Delivering an Exceptional Holistic Patient Experience with Emerging Tech-Enabled Services

21.1 Introduction

21.2 Current Encounter Risks and Benefits

21.3 Holistic Patient Engagement Defined

21.4 Marketplace Opportunities

21.5 Conclusion

References

Chapter 22 Overview and Trends of Medical Marijuana Tourism: A Case of Colorado

22.1 Introduction

22.2 History of Medical Marijuana Legalization

22.3 Declining MMJ Patients and Market Share

22.4 Scarcity of Medical Marijuana (MMJ) Tourism Research

22.5 Current Trends

22.5.1 Health and Wellness Market

22.5.2 Tapping Female Consumer Base

22.5.3 Treatment for More Illness and Medical Refugees

22.6 Challenges

22.6.1 Stigma

22.6.2 Educating Consumers

22.6.3 Traveling Patients

22.6.4 Declining Prices

22.7 Conclusion

References

Chapter 23 Measuring Quality of Healthcare Across Borders: The Role of International Healthcare Accreditation in Medical Travel

23.1 Introduction

23.1.1 Quality and Accreditation: Working Together for Better Healthcare

23.2 The Patient Journey When Traveling Abroad for Treatment

23.3 What is Accreditation in Healthcare?

23.4 The Accreditation Journey

23.5 International Patient Services: How Comprehensive Are They?

23.6 What Accreditation is Not

23.7 Quality, Accreditation, and the Patient Journey

23.7.1 Covid-19 and Accreditation Standards

23.8 About Temos International Healthcare Accreditation

23.9 Temos Future Vision

Chapter 24 Hospitality Bridging Healthcare: Career Opportunities for the Future Hotel School Graduate

24.1 Prolog

24.2 Introduction

24.3 THE H2H© MODEL

24.4 Healthcare Hospitality Management as a Career

24.5 The Opportunity for A New Campus Major: Hospitality Bridging Healthcare (H2H©)

24.6 Conclusion

References

Chapter 25 Telehealth and the Covid-19 Era

25.1 Introduction

25.2 Scope of Telehealth Providers: Market Size of Telehealth Before, During, and after the Pandemic

25.3 Emerging Telehealth Providers

25.4 Brandings Telehealth

25.5 Customer Perceptions of Telehealth Before and After The Pandemic

25.5.1 Generational Difference Utilizing Telehealth

25.6 Provider Perceptions of Telehealth Before and After The Pandemic

25.6.1 Factors Affecting Provider Utilization of Telehealth

25.6.2 Provider Re-Imbursement Issues

25.6.3 Regulatory Issues Post Pandemic

25.7 Engaging Patients in Telehealth

25.8 Digital Innovations and the Future of Telehealth

25.8.1 Pitfall and Challenges of Telehealth Technology

25.9 Patient Experience and Telehealth Etiquette

25.9.1 Disconnect in Patient-Provider Telehealth Experience

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