医疗旅游投资与认证

Investment & Medical Tourism Accreditation

1医疗旅游行业合作模式

1.Cooperative mode of medical tourism industry

医疗旅游最近发展势头迅猛，韩国是一个很好的例子。世界医疗旅游协会是一个全球组织，覆盖了超过100多个国家、机构，合作对象包括政府部门和私人机构。今天想和大家分享医疗旅游投资和认证，也会探讨哪些是可行的政策，但策略不仅仅取决于政策。

South Korea is a good example of the recent medical tourism surge. The world medical tourism association is a global organization that covers more than 100 countries and institutions, including government departments and private institutions. Today I would like to share the investment and certification of medical tourism, and discuss which policies are feasible, but the strategy is not only determined by policy.

我们在全球范围内和100多个国家合作，同时关注不同国家的政策。医疗旅游不仅仅是旅游本身，我们也要考虑如何发展医疗旅游的特色，达到可持续性的发展，以及可行的营销策略。现阶段医疗旅游正在全球发展，但可能有战略规划，却不知道该怎么执行。

We are working with more than 100 countries around the world, and we are doing research of policies from different countries. Medical tourism is not only tourism itself, but we should also consider how to develop the characteristics of medical tourism, achieve sustainable development, and feasible marketing strategy. Now medical tourism is developing around the world, but there may be strategic planning, but they don’t know how to implement it.

我们需要和其他医疗体系或大学建立合作关系，但合作需要一定的机遇，例如医院是否有足够的基建或者认证的医师。合作前我们需要考虑可行性、五年计划如何执行，怎么样做好市场的营销等问题。现阶段可行性研究有一些进展，但是在细节方面要进一步考虑落地执行的问题，例如医院和旅游产业如何保证质量。

We need to build partnerships with other medical systems or universities, but cooperation requires certain opportunities, such as whether the hospital has adequate infrastructure or certified doctors. Before we cooperate, we need to consider the feasibility, how to implement the five-year plan, and how to do the marketing. There is some progress in the feasibility study at this stage, but the details should be further taken into account in the implementation, such as how the hospital and tourism industry ensure the quality.

2008年我们与韩国进行合作，促进韩国医生的培训，不仅仅针对专科医生，也涉及其他方面的培训，比如英语语言。文化和医疗本身的培训是非常重要的，因为客户去旅游，不仅仅只关心医疗方面，如果他们能得到较好的治疗、客户体验，他们并不会太过在乎价格。和美国、欧洲的合作，主要去他们的儿科、心脏科诊所培训，让他们接受国际标准的一些认证。我认为这种合作是非常重要的。

In 2008, we cooperated with South Korea to promote the training of doctors, not only to specialists, but also to other aspects of training, such as English language. Culture and the training of medical itself is very important, because when customer plan to travel, they not only care about health care, if they can get better treatment, customer experience, price will not be a concern. Cooperation with the United States and Europe, they are mainly trained in their paediatrics and cardiology clinics to receive some certification of international standards. I think this kind of cooperation is very important.

美国或者欧洲的医院在中国成立分支机构也是一个大的趋势，有一些医院非常渴望和中国的医院进行合作，但是他们在进入中国市场时可能会有一些犹豫，不知道是否找到了合适的合作方，是否能够保证各方的质量。我建议合作应该签署协议，同时合作也要基于备忘录来进行细节的提示。

American or European hospital set up branch offices in China is a big trend, some hospitals are very eager to cooperate with Chinese hospitals, but they may have some hesitation when entering the Chinese market, like if I find the right partner, whether or not we can guarantee the quality of the parties. I suggest that cooperation should be signed and be based on the details of the memorandum.

2.医疗旅游认证

2.Medical tourism certification

同时想和大家分享不同领域的策略和各种认证。2007年我们就开始了认证的体系，我们有不同的实验室，以及酒店体系。医疗旅游是注重酒店的，如果国际患者觉得酒店、医务条件不够好，那可能会对整个品牌造成不利的影响，所以要有一个认证系统。认证能够提升竞争优势，提高知名度，也可以让医生、护士和相关的旅游发展产业结合进来，最终促进整个行业的发展。

It also wants to share strategies and certifications in different areas. We started the certification system in 2007, and we have different LABS and hotel systems. Medical tourism cares about hotels. If international patients feel that hotels and medical conditions are not good enough, it may adversely affect the whole brand, so there should be a certification system. Certification can enhance competitive advantage, raise awareness, and enable doctors, nurses and related tourism development industries to integrate, and ultimately promote the development of the whole industry.

举个例子，我们刚刚做完一个三年的波多黎各的案例，它是个和海南差不多的岛。当地政府跟我们签了合同，让我们去给它们认证所有的医院、酒店、旅游公司，这个岛国希望有一个360度的全方位的体系，只要跟医疗旅游者相关的接触者都要有良好的体验。医疗旅游者一下机场就有良好的照顾，甚至坐公交车、出租车都有特别通道，所以我们把专业人士做了认证，我们也认证了20家高级酒店，政府预计在2017年会带来3亿美元的收入，同时为波多黎各带来3000份工作，而且接待大量的国际病人，对整个波多黎各的岛国经济有重大的助力作用。

For example, we have just completed a three-year case of Puerto Rico, which is a similar island to Hainan. The local government signed the contract with us, let us do certification for all hospitals and companies, hotel. The island hopes to have a 360 – degree all-round system, as long as medical tourists have a good experience. Medical tourists will have a good care once they arrive the airport, even bus, taxi has a special channel, so we put the professionals to do the certification, we are also certified 20 hotels, the government is expected to bring in $300 million in 2017, at the same time bring3000 jobs in Puerto Rico, and received a lot of international patients, Puerto Rico economy have a significant power function on the whole.

不仅是医院全方位的转型，而且他们也把医院向医疗旅游转型。政府提供酒店和医院的认证费用，所以政府是整个行业的促进中心，它会通过公私合营的PPP模型来增加病人到波多黎各来进行医疗旅游的数量，并且每年会投入几百万美元进行市场推广，对外宣传波多黎各这种医疗旅游品牌。

Not only the hospital, but they also transform the hospital into medical tourism omnidirectionally. Government provides hotel and hospital certification fee, so the government become the industry promotion center, it will p increase the number of patients to Puerto Rico for medical tourism by PPP model, and they will invest millions of dollars a year for marketing to propaganda Puerto Rico medical tourism brand.

所以为什么医疗旅游成为这些国家首要的发展对象？因为患者每人的花费比普通的旅游者多5倍到10倍，停留时间长2到3倍。对酒店、餐厅和商店的影响是显而易见的。认证项目是培训医院的管理人员，让他们知道医疗旅游很重要，同时我们也对外宣传，我们有一个发行量3000多份的医疗旅游刊物来宣传经过认证的医院。这就是我们全方位的认证流程，我们是一个系统性的做法，经过认证之后给他们提供全方位的服务。

So why does medical tourism become the top priority for these countries? Because the cost per person is five times to 10 times more than the average tourist, and the length of stay is two to three times longer. The impact on hotels, restaurants and stores is obvious. Certification program is training the hospital management, it is very important to let them know medical tourism, at the same time we also external publicity, we have a circulation of more than 3000 publications to promote medical tourism certified hospital. This is our comprehensive certification process, we are a systematic approach, after the certification, we provide them with all-round services.

3.医疗旅游投资

3.Medical tourism investment

如果要投资发展医疗旅游业，建立新医院的时候，必须要专注于5到10年的规划。对于这个行业来说，好像很容易找到案例，但你很难从杂志上报纸上看看报道就判断你的发展道路。比如我们做一个医院时，你必须也把本地居民作为服务对象。但是同时你也需要一个路线图，比如怎么接待外国游客，我向谁宣传，是国际买家、保险公司、雇员、外国政府、旅行社？因为现在有上千个不同的医疗旅游的买家，那你向谁去推广？每年都有几千个买家到处去寻觅医疗旅游的目的地，所以要建立起一个网络还是需要很长时间的，而且有一个推介的资源让他们把病人转借过来。

If you want to invest in medical tourism or build a new hospital, you have to focus on five to 10 years of planning. It seems easy to find a case for this industry, but it’s hard to read the story in a magazine and judge your development path. When we manage a hospital, you have to use local people as a service. But at the same time you also need a road map, such as how to receive foreign tourists, who do I advertise to international buyers, insurance companies, employees, foreign governments, travel agencies? Because there are thousands of different medical tourism buyers now, who are you promoting to? Every year there are thousands of buyers searching for a medical tourism destination, so it takes a long time to set up a network, and we need a resources introduction to carry patient in.

所以现在就要建立起资源，这样未来两三年才能形成能力。我们和韩国政府合作的时候，其实发现要建立起一个全球的品牌，说明它在这个领域的医疗水平是最高的。品牌建立之后，再考虑价格。首先需要赢得信任，为你的消费者、医疗旅游买家提供有效的信息和服务。

So now we have to build up the resources so that we can build capacity for the next two or three years. When we worked with the south Korean government, it was found that building a global brand means it is the highest level of medical care area. We should consider the price after the brand is established. First, you need to earn trust to provide effective information and services to your customers, medical travel buyers.

哥斯达黎加也是一个小国，在医疗旅游的版图上基本是看不见的，他们主要专注于医疗美容服务，在全球推广最高的专科、最好的美容整形的医生，两年之后世界对哥斯达黎加的印象完全改观，它被认为是南美市场医疗旅游的首选旅游地。关键是要有政策和品牌，并在市场上去推广，但同时一定要有耐心，品牌的建立需要时间和口碑的检验，这个很重要。

Costa Rica is a small country, and is invisible in the medical tourism map, they mainly focused on the medical beauty services, and promote the best cosmetic surgery doctors globally, after two years, the world’s impression of Costa Rica has completely changed, it is considered a medical tourism destination choice for South America market. The key is policies and brands and promotion, but at the same time, be patient and the brand will need time and test, which is very important.

报告源自乔纳森·斯蒂芬·爱德尔海特先生于博思商通策划执行的2016世界医疗旅游与全球健康大会（中国-博鳌）期间的发言。

乔纳森·爱德尔海特

世界医疗旅游协会 首席执行官

乔纳森·爱德尔海特被视为国内外医疗旅游、美国及全球健康保险行业的领袖专家之一。在执掌MTA之前，爱德尔海特先生曾任职于美国一家领先的健康医疗行政机关。他是美国健康保险和医疗旅游媒体的常客之一，并数百次出现在国内外新闻和专题报导中。爱德尔海特先生毕业于维拉诺瓦大学法学院。他在医疗旅游和美国医疗健康行业方面出版过几本专著。他为许多大企业和保险公司提供战略和最佳时间方面的建议。他还在那些提供医疗健康方案创新的公司担任战略投资人。