the Repurposing of Medical Tourism

…from a "need" to a "want"

“need-based” Medical Tourism

…and its unsustainability

BTW, the short and clear meaning of Medical Tourism is: health-related services provided by a medical doctor (M.D.) – or under the supervision of a medical doctor – also known as a physician (mainly in the USA) – and involving some travel.

If a service is not provided by – or under the supervision of - an M.D., one cannot name it “medical”.

As has now become clear, low prices and availability (the hallmark of Conventional Medical Tourism) do not provide a sustainable competitive advantage in a market economy (i.e., an economy with the minimum of government involvement – intervention).

This is because, in due course, market forces come into play and level the playing field.

Medical Tourism basing its “attractiveness” on low prices and availability is also known as “need” Medical Tourism – because it is “endured” – rather than enjoyed.

And as I have pointed out, in the case of need-based Medical Tourism, West’s Revenge steps in and cancels out any competitive advantage destinations and providers had enjoyed until then.

“west’s revenge” (a term I coined in 2008) is about countries previously regarded as “Sources of Medical Tourists” becoming Medical Tourism Destinations, themselves.

West’s Revenge leads to the loss of prominence of once-leading destinations focusing on Medical Tourism.

This, in turn, incentivizes “patients” to stay put (i.e., seek treatment at home).

“want-based” Medical Tourism

…enjoyed (as opposed to “endured”)

“want-based” Medical Tourism does not rely on price and availability for its “attractiveness” – and competitive advantage.

Instead, it is designed to be “desired”.

If one is given the choice – “want” trumps “need” – every time.

Steve Jobs is quoted as saying “I want people to want the iPhone – not to need it”.

It is with this in mind that I am pushing for the repurposing of Medical Tourism (from “need” to “want”).

Some of the features which characterize “want-based” Medical Tourism (a.k.a. Contemporary Medical Tourism) are:

• offered and delivered services are expected to be evidence-based and to represent “best practices” (where these have been established)
• demands Price Transparency
• places more faith and trust in established reputation (which is acquired) than certification / accreditation (which is bought)
• does away with “intermediation” (gets rid of the “middleperson”)
• does not participate in cut-throat competition (which inevitably has a detrimental effect on quality)
• gives the opportunity for Health Consumers to do “window shopping” (as part of Waft Strategy)
• is part of ht8 (and in fact, heads the “list”)
• can be “part and parcel” of the overall “travel, tourism and hospitality” experience and “purposeful travel” (i.e., travel with a particular goal in mind)

As with Health Tourism, as a whole, there is a movement afoot for Medical Tourism to be part of the Avant-Garde (as opposed to the old guard).

Admittedly, and as should be obvious, for a while, the two will co-exist – but with the progressive decline in the demand for the “need” version.