the Benevolent Disruption of Health Tourism

…through Concept & Practice transformation and Activity repurposing

Contemporary Health Tourism

…the result of Concept & Practice transformation and Activity repurposing

Contemporary Health Tourism (a.k.a. Internet Century Health Tourism) is the result of Concept & Practice transformation and Activity repurposing.

Stated a little differently, Contemporary Health Tourism is the result of two parallel and overlapping processes – Transformation and Repurposing.

And, the simplest and clearest way to describe the Transformation and Repurposing of Health Tourism is by using the term Benevolent Disruption.

NOTE

In this article, for the sake of simplicity and convenience, the phrase “Transformation and Repurposing” will, on occasion, be replaced by the term “Change”.

Benevolent:

• disposed to doing good (Merriam-Webster Dictionary)
• kind and helpful (Cambridge Dictionary)
• characterized by doing good (The Free Dictionary)

Disruption:

• the action of completely changing the traditional way that an industry or market operates by using new methods or technology (Cambridge Dictionary)
• doing things in new ways that change the way an industry or business operates (macmillan dictionary)
• radical change to an existing industry or market due to technological innovation (Lexico.com)

Benevolent Disruption

Briefly and clearly, Benevolent Disruption means doing good by doing things in a new way.

The term “Benevolent Disruption” is best explained and understood by considering the meaning of the two words, separately:

• Benevolent – doing good - being fair and helpful
• Disruption – the action of changing the traditional way that thigs operate by using new methods or technology – doing things in a new way

“Benevolent Disruption” has also been designated one of the Health Tourism Strategic Concepts and Practices.

Incidentally, “Benevolent Disruption” was the name of a Google Community dedicated to disruptive technologies and ideas that improve the world we live in.

starting by answering the “why” question

…to deal with the shortcomings

So, Health Tourism underwent a process of Benevolent Disruption.

And the first question which needs to be answered – and is answered - is: why?

The clear and simple answer is: to deal with the “shortcomings” (in the form of fallacies, deficiencies and failings) associated with conventional Health Tourism.

Simon Sinek is best known for popularizing the concept of WHY in his first TED Talk in 2009. It rose to become the third most watched on TED.com, with over 40 million views and subtitled in 47 languages.
The book “Start With Why” was also published in 2009.        

It needs to be pointed out that the change was brought about through an evolutionary process – as opposed to a revolutionary process.

This makes it easy (and agreeable / amenable) for “incumbents” to transition, seamlessly, from Conventional to Contemporary.

Also, because the change was additive in nature (“build on”) – as opposed to subtractive (“discard and replace”) – established industry players (i.e., the incumbents) are not alienated and are motivated to willingly adopt the change and make the transition.

the Book telling the full story

…the Management Textbook on the subject

The full Internet Century Health Tourism story is told in the eponymous, two-volume eBook – which is the Management Textbook on the subject.

Volume 1 (subtitled “Trailblazing the Way Forward”) is about the Design and Adoption (acceptance) of the Concept and Practice.

Volume 2 (subtitled “the Road Ahead”) is about Implementation (application) of the Concept and Practice.

The book is essentially about Transformation – and how, through the results (outcomes) of this process:

• Health Tourism has been “repurposed” from a “need” (to be endured because of financial circumstances) to a “want” (to be enjoyed as an attractive, broad-appeal, lifestyle choice – for a lifetime)
• the scope of the Industry (the Supply Side) was expanded so that it can address a much broader Market (the Supply Side)
• Health Tourism is now, formally regarded as an Economic Sector – and Sector of the Economy (making it attractive to investors)
• Engagement with Contemporary Health Tourism (thanks to a set of Foundational Innovation Strategies) provides tangible benefits to the main stakeholder groups:

1. Kwe Strategy (underpinned by Blockchain – Distributed Database - Technology - makes engagement financially rewardable – for the Market and the Industry)
2. Waft Strategy – motivates Market Engagement
3. Punt Strategy - connects the Investor with the Investee – to ensure that Investment “happens”

• there now exists a Comprehensive System for Designing, Creating – or Transforming – and then Operating – what are known as arcHTos Derivatives:

1. Nation-Level Economic Sectors
2. Destinations
3. Special Economic Zones
4. Resorts
5. Assisted Residential Tourism Facilities (technology-enabled Housing and Care abroad)
6. Enterprises (Businesses)
7. Services (Health-related, in the context of ht8, Travel & Tourism related and Sector-supporting)
8. Events (the “Conferences, Exhibitions and B2B Meetings” combos)
9. Representative Bodies (Associations, Councils and Chambers of Commerce)

• Blockchain Technology has become an integral part of Health Tourism Practice

the Audience addressed

…those tasked with designing, creating – or transforming – and then operating Derivatives

The book addresses those tasked with designing, creating – or transforming – and then operating arcHTos Derivatives (see above) – who are referred to as the “vital few” – or the “Decision-Makers and Purse-String-Holders”.

NOTE

The corresponding book addressing the Market (the Demand Side) is titled: “The Internet Century Health Tourism Lifestyle”.

Outcomes of the “change” Process

…and the reason Health Tourism is now formally regarded as an Economic Sector

As has been adequately demonstrated, Conventional Health Tourism is associated with shortcomings (in the form of fallacies, deficiencies and failings). These shortcomings were “put right” by the Transformation Process – which resulted in a set of Outcomes:

• establishment of the Sector Structural Framework (Stakeholders and arcHTos Derivatives)
• design of the “architecture and operating system” – arcHTos- (serving as the “blueprint” in designing, creating – or transforming – and then operating Derivatives)
• development of a set of Strategic Concepts and Practices (to provide a service, addressing the needs of those tasked with “designing, creating – or transforming – and then operating – arcHTos Derivatives”)
• formulation of the Curriculum-based Professional Education System (which leads to Professional Literacy)
• compilation of the Sector-specific Vocabulary (so that all speak the same language – and mean and understand the same things)
• a Rating System (based on objective criteria):

1. Excellence – a compatible and compliant (Best Practices) Derivative – a Commodity – one with no distinguishing features
2. Stellar – a Cachet or High-end Brand Derivative – one with Distinctive Features – over and above those of “mere” compatibility and compliance (Next Practices)
3. Singular – a “Blue Ocean” Derivative – only one of its kind – one of a kind

• a well-defined and integrated Stakeholder Base (all the Individuals [natural entities], Groups and Legal Entities who have a vested interest in the ecosystem, are affected by it or can influence it)
• an Industry (supply side) Coalition
• a Consumer Market (demand side) Movement

The outcomes (none of which existed under the Conventional Health Tourism “regime”) were responsible for getting Health Tourism to be formally regarded as an Economic Sector – and Sector of the Economy.

the most impactful Aspects of Health Tourism which were changed

…as a result of the “Transformation and Repurposing” process

The process of “Transformation and Repurposing” brought about several changes (as listed in the Part of the Book titled: the Features which make Health Tourism part of the “Internet Century”) – but the most impactful ones are listed and briefly explained below.

the Definition

…shorter, simpler and clearer

The definition of Contemporary Health Tourism is: “Provision and Consumption of Services related to Health and Tourism”.

It is as simple as that – nothing more or less.

the Scope

…from Narrow Focus (Short Tail) to Broad Focus (Long Tail)

In terms of Scope, Conventional Health Tourism represents the Narrow Focus – Short Tail - version of the activity – which is primarily about “Medical” (although it does include “Dental” and only, and latterly, nominally embraces “Wellness” [i.e., only 3 Segments]).

The Transformation Process reconfigured the “Health-related Services” part of the Sector in terms of 8 Segments (representing the “Long Tail” – Broad Focus – approach).

The 8 Segments (collectively known as ht8) are:

• Medical Tourism (Medical Services provided by - or under the supervision of – a Medical Doctor – a.k.a. a Physician)
• Dental Tourism (Dental Services provided by - or under the supervision of – a Dental Surgeon)
• Spa Tourism – with the emphasis on making Spa Tourism “today-relevant” and “intergenerational” (for all ages)
• Wellness Tourism – in addition to “Structured Wellness Programs” (designed to achieve objectives and specific results) for the “consumer market” (the emphasis is on “Programs”), the Master Plans foresees the design and offering of “Corporate Wellness Programs Abroad” (employer subsidized / funded wellness programs – during an employee’s holiday / vacation)
• Culinary Tourism – addressing the health-aware and discerning traveler with “good-tasting” and nutritionally optimized dishes – dishes with a local twist and flavor and with locally-sourced ingredients – besides, delving into the culinary culture of a destination, is considered to be part of the vacation experience
• Sports Tourism - what better way to attain and maintain health than through sporting activities - designed to fit with the planned holiday schedule - and enhance the holiday experience
• Accessible Tourism – Health Tourism for those with health-related limitations and needs
• Assisted Residential Tourism – Technology-enabled Housing and Care Abroad

All of the 8 Segments are clearly Health-related and involve some Travel.

The Broad Focus - Long Tail - ht8 – approach is associated with the following advantages:

• expands the Industry (Supply Side) so that it can address a much broader Market (the Demand Side) – meaning more business for all (in fact, as becomes obvious, ht8 expands the Sector [Industry and Market], as a whole)
• increases demand (increased choice creates increased demand – and consumption)
• provides an Insurance Policy (Risk Mitigation) for:
• Nation-level economic sectors
• Destinations
• Special Economic Zones
• Resorts

…if demand for services in one Segment, temporarily, drops, you have the rest to keep you going

“Long Tail” is one of the Strategic Concepts and Practices.

The Long Tail

The phrase “The Long Tail” refers to both a strategic concept and practice and the title of the best-selling book from 2008 titled The Long Tail: Why the Future of Business Is Selling Less of More, by Chris Anderson (the then editor of Wired magazine).

The premise of the book states that products that individually have low demand can, in aggregate, combine to create more demand than the few products that sell in large quantities.

Also, increased choice creates increased demand.

Which is the reason Colgate provides 57 toothpaste choices.

In Health Tourism, the most obvious application of the Long Tail which comes to mind is in connection with ht8 (configuration of the Health Tourism Industry and Market in terms of 8 Segments).

the Purpose

…from Need to Want

Internet Century Health Tourism has changed how “the activity” is experienced by the Consumer.

From the perspective of the Health Consumer (the Demand Side), the feature which, most obviously makes Health Tourism “Internet Century” (and also makes it “rock”) is that it has been “repurposed” - from a “need” (to be endured because of financial circumstances) to a “want” (to be enjoyed as an attractive lifestyle choice) – and made the “activity” an attractive, broad-appeal, lifestyle choice – for a lifetime.

method of Service Procurement

…getting rid of the Middleperson

Internet Century Health Tourism (ICHT) gets rid of the “friction-causing” Middleperson.

Middleperson:
·?an informal term for an intermediary in a transaction or process chain        

Indisputably, “intermediation” (the intervention of a “middleperson”) is associated with friction (a factor contributing to inefficiency).

But in pre-Internet times, intermediation was a necessary evil.

This was then.

Bill Gates (in his bestseller “The Road Ahead”) foresaw a world of “friction-free capitalism,” one in which the Internet itself would become the only intermediary we’d need – “the universal middleperson”.

ICHT makes it possible to dispense with friction-causing intermediation (i.e., the intervention of the Middleperson – in the form of Agents and Proxies - Facilitators) – through the facilities of the Waft Strategy - which enable the Health Consumer to interact directly with the Services Provider.

More specifically, Waft Strategy motivates Market – Health Consumer – Engagement (in Health Tourism) through the following innovations:

• Nab (the “smart app” for locating, evaluating and sourcing Health Tourism Services Providers - directly)
• Health Tourism Style (the upmarket Online Magazine for sophisticated international Health Consumers – think of it as the VOGUE magazine for Health Tourism)

method of Service Delivery

…stipulated by a set of Accepted Principles

The establishment of a Sector Framework not only defines the structure but also includes a set of Accepted Principles – to which the Suppliers who are members of the arcHTos Coalition, have agreed to adhere.

These Accepted Principles also determine how services are delivered (so as to protect the interests of the consumer).

In addition to dispensing with the (friction-causing and cost-increasing) Middleperson, the Service Delivery “system” includes:

• Rewardable Consumption - Health Credits and Miles (denominated in fungible HealthGeld) which can be “cashed” or used as part or full payment with the same or other arcHTos Coalition Provider
• Price Transparency (all Services are “price-listed – or irrevocably quoted on request)
• Objective Provider Rating System (so that the consumer knows the standard of quality obtained for the price paid)

getting Stakeholders to “Buy In”

…by presenting the Value Proposition and by demonstrating that it is they who own the “Innovation”

NOTE
Getting Stakeholders to “buy in” is of such critical importance that it has been designated one of the Strategic Concepts and Practices.
The subject is covered comprehensively in a dedicated Section of the eBook.        

Internet Century Health Tourism – ICHT - (a.k.a. Contemporary Health Tourism) represents an innovation – in fact, Internet Century Health Tourism can be regarded as a collective term for several innovations.

ICHT (as a concept & practice and activity) also represents an “avant-garde”.

avant-garde
“avant-garde” refers to people or concepts and practices characterized by innovation and initial unacceptability.
avant-garde is considered, by “those in the know”, to be a hallmark of modernism.        

When encountering – or being presented with - an innovation, it is common for people to initially, at least, question and dispute.

This is to be expected - it goes with the territory.

Likewise, and as expected, the avant-garde is initially resisted by change-averse incumbents, who fear it will rock their boat, because they value their “comfort zone” more than the “Optimal Performance Zone”

These two responses from the Stakeholders stand in the way of ICHT being “bought into”.

With ICHT, the Stakeholder Groups which need to be “persuaded”, (by clearly demonstrating the tangible benefits of engagement) for things to take off, are:

• the Consumer Market (the Demand Side)
• the Industry (the Supply Side)
• the Financiers and Investors (the Finance and Investment Side)
• the State and Government and Governmental Organizations (the Regulatory Side)

Buy-In:
· to believe in - and adopt and implement - concepts and practices (innovations) introduced by others
· the commitment of interested or affected parties to a plan
·?acceptance of and willingness to actively support and participate in something (Merriam-Webster Dictionary)
· the fact of agreeing with and accepting something that someone suggests (Cambridge Dictionary)
· support for an idea or plan (Cambridge Dictionary)
·?support (Wiktionary)
·?agreement with - or acceptance of - a policy or suggestion (Lexico.com)
· to believe in and support an idea, concept or system (The Free dictionary)        

In order to overcome Stakeholder resistance (i.e., deal with the pushback) one needs to:

• present the “tangible” Value Proposition (i.e., evidence or proof, beyond mere words)
• demonstrate that it is they who own the innovation (regardless of who conceived and introduced it)
• identify and mobilize the Champions and Early Adopters
• be prepared to repeat “the message” over and over again (repetition does not spoil the prayer)

The “infrastructure” supporting ICHT is adequately equipped to do – and is already doing - all the above.

Definition

The definition of Health Tourism:

• Provision and Consumption of “health-related” Services – which involves some travel

Scope

The 8 Health Tourism Segments:

• Medical Tourism (and its “sub-divisions” – i.e., specialties in Medicine and areas of clinical focus)
• Dental Tourism
• Spa Tourism
• Wellness Tourism
• Sports Tourism
• Culinary Tourism
• Accessible Tourism
• Assisted Residential Tourism (technology-enabled Housing and Care abroad)

Health Tourism ‘then” and “now”

the Then

• known as “Conventional Health Tourism”
• Fragmented (and consequently, Inefficient)
• A non-Sector
• a “need” (to be endured and dictated by “circumstances” – essentially, financial)
• Narrow Scope – the Short Tail
• a generic entity (a Commodity)
• associated with “shortcomings” in the form of Fallacies, Deficiencies and Failings (the reason for its transformation and repurposing)

the Now

• Known as Internet Century Health Tourism (a.k.a. Contemporary Health Tourism – both represented by ht8)
• Integrated (and consequently Efficient)
• an Economic Sector (Sector of the Economy)
• a “want” (to be enjoyed as an attractive, broad-appeal, lifestyle choice – for all - for a lifetime)
• Extended Scope – the Long Tail
• a cachet – an entity associated with a brand (ht8)
• associated with Advantages and Benefits:
• Expands the Industry (Supply Side) so that it can address a much broader Market (the Demand Side) – meaning more business for all (in fact, as becomes obvious, ht8 expands the Sector (Industry and Market), as a whole
• Re-purposes Health Tourism (from a “need” to be endured - and dictated by “circumstances” – essentially, financial) to a “want” to be enjoyed) – in other words, it has changed how Health Tourism is experienced (by turning Health Tourism into an attractive Lifestyle Choice – and activity)
• Makes every tourist / traveler a potential Health Tourist
• Makes Health Tourism a broad appeal lifestyle choice for all – for a lifetime
• Integrates (brings together) the Health Tourism Segments (to deal with fragmentation and inefficiency) – whilst ensuring that each segment maintains its “identity, distinctiveness and independence” is maintained