Health Tourism in Kayseri & the Region
IBM Corporate Service Corps
Turkey Team 6
Tadashi Suzuki
Maxine Watts
Veena Pureswaran
Shingo Kato
Monica Torres
Changwoo Jung
Table of Contents
1.
Project Objectives
2.
Executive Summary
3.
Approach – consulting methodology
4.
Findings and action plan for the development of health tourism sector in Kayseri and
the region
5.

What is health tourism?

Global consumer behavior and market trends in health tourism

Findings and Hypothesis

Recommendations

Action Plan
Communications and Marketing Strategy for Promotion of Kayseri Tourism

6.
Web Portal
Questions & Answers
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
2
Project Objectives
1. Findings and action plan for the development of health
tourism sector in Kayseri and the region:
• Planning for the Development of Health Tourism in Kayseri and
the Region which is under the responsibility of ORAN
Development Agency
• Creation of an Action Plan for the Health Tourism Development
Strategy to be implemented by the ORAN Development Agency
and other stakeholders
2. Communications and Marketing Strategy for Promotion
of Kayseri Tourism
• High level framework for health tourism web portal
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
3
Caveats
This study does not include:
1. Analysis on international insurance and legal aspects, due to lack of
data, and
2. Health records management, identified as a challenge during hospital
interviews, as it was out of scope of this project’s objective.
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Team Introduction
Veena Pureswaran
from USA
Engineering Manager
Maxine Watts
from Australia
Security & Privacy Consultant
Shingo Kato
from Japan
Software Technical Sales
Monica Tatiana Torres Diaz
from Colombia
LA Pricing Process & Control
Tadashi Suzuki
from Japan
IT Architect
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Changwoo Jung
from Korea
Solution Architect
Executive Summary
Why Health Tourism?
Key Recommendations
• All studies forecast strong growth through 2015
and beyond for Health tourism industry
• Establish Kayseri Health Tourism Council
(KHTC)
• Increased demand for healthcare services from
countries with aging population
• Obtain JCI accreditation and international
affiliation
• Increasing Medical Tourists to Turkey
• Improve awareness of Kayseri’s medical
treatment areas
• Kayseri has significantly invested in healthcare
sector
• Kayseri has advantages to attract Cappadocia
tourists for elective treatments
• Focus on Internal Marketing & Buzz Marketing
• Create a Kayseri Health Tourism Portal
• Continue to keep cost of treatment competitive
• Invest in hiring specialized doctors
Key Findings
• Kayseri has well funded hospitals but lacks
clear ownership and a strategic plan for
development of health tourism industry
• Offer customized packages for international
patients
• Kayseri has advantages (cost and specialized
doctors) in some areas of medical treatments
but lacks specialization in some areas
• Invest in elective treatment facilities
• Kayseri lacks infrastructure (hotels, direct flights,
multilingual staff etc) to support international
patients effectively
• Invest in hotel infrastructure
• Kayseri lacks awareness of its health services
in the target regions
6
• Develop multi-lingual environment in Kayseri
• Improve connectivity of Kayseri with more
direct flights to target regions
• Invest in international food, entertainment,
shopping options
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
6
People we interviewed
April, 4th - Secretary General of the Kayseri
Chamber of Commerce
April, 8th - Kayseri branch of
Acıbadem Hospitals
April, 12th - Private dental health clinic
called Modern Diş.
April, 7th - Mr. Kemal Tekden,
the owner of Tekden hospital
April, 7th - Mr. Memduh Keskinkılıç, the owner of Alto
Tour, a prominent tour operator in Kayseri
April, 9th – Mr. MUAMMER SAK, ARGEUS TURİZM, HEAD OF CAPPADOCIA
AREA / TURSAB (ASSOCIATION OF TURKISH TRAVEL AGENCIES)
April, 13th - Maya Eye Hospital in Central Kayseri April, 19th - Mr. Mevlut Bilici, Kayseri Province
and met with the Hospital Manager
Governor
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
7
Table of Contents
1.
Project Objectives
2.
Executive Summary
3.
Approach – consulting methodology
4.
Findings and action plan for the development of health tourism sector in Kayseri and
the region
5.

What is health tourism?

Global consumer behavior and market trends in health tourism

Findings and Hypothesis

Recommendations

Action Plan
Communications and Marketing Strategy for Promotion of Kayseri Tourism

6.
Web Portal
Questions & Answers
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
8
Approach – Issue based consulting
Definition
Stage
OBJECTIVE
ISSUE
Structure
Stage
HYPOTHESIS
Data Gathering
Stage
FACT
FINDING
Synthesis
Stage
CONCLUSION
RECOMMENDATION
• Issue based consulting is a particular consulting technique used for
solving problems, and consists of 5 stages:
• In the Definition stage the consultant helps the client:
– Clarify the symptoms causing dissonance;
– Define the client’s objective;
– Define the barriers that keep the objective from being realized;
– Articulate a “vision” for what a satisfying solution might be;
– Help scope what that envisioned solution might entail
• In the Structure stage, the detailed work plan is developed and the
initial storyboard is drafted. This stage involves a focused review of
the engagement issues, the development of hypotheses about those
issues, and the creation of key questions to test the hypotheses.
• In the Data Gathering stage, the consultant determines:
– What data are needed and why,
– When to keep collecting and when to stop, and
– How to extract the data’s important messages for the client.
• In the Synthesis stage, the final deliverable is produced and presented.
Facts, findings, conclusions, and recommendations can be used to
verify the accuracy and efficacy of a compelling story
Engagement Objective
Issue
Buy-in
Stage
OBJECTIVE
Hypo
Hypo
KQ KQ KQ KQ
Engagement Objective
Recommendation
Issue
Hypo
Hypo
KQ KQ KQ KQ
Conclusion
Finding
Finding
Fact Fact Fact
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Conclusion
Finding
Finding
Fact Fact Fact Fact Fact
2016년 3월 14일
9
Issue Diagram
•
Definition of Major Issues
– Strategy: Ownership and Strategic plan for Kayseri to be a Health Tourism city
– Offering: Competitive advantage in medical services offered by the city of Kayseri
– Infrastructure: Infrastructure development for the city of Kayseri to support a health
tourism industry
– Marketing: Promotion and Marketing of Kayseri as a Health Tourism Destination
Client Objective
Health Tourism in Kayseri and the Region
Engagement
Objective
Findings and action plan for the development of health tourism sector in Kayseri and the region
Issue
1. Strategy
2. Offering
3. Infrastructure
4. Marketing
Hypotheses
1.1
Hospitals
are well
funded
Key Questions
1.3 …
2.4 …
2.2 Elective
treatments
are
available in
Kayseri
…
…
…
3.1 Easy
access to
Kayseri for
internation
al patients
…
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
3.4 …
…
…
4.1
4.4 …
Kayseri
Kayseri
Neighborin
is a
medical
g countries
city
are good
candidate
for target
audience
…
is a
medical
city
…
2016년 3월 14일
10
Table of Contents
1.
Project Objectives
2.
Executive Summary
3.
Approach – consulting methodology
4.
Findings and action plan for the development of health tourism sector in Kayseri and
the region
5.

What is health tourism?

Global consumer behavior and market trends in health tourism

Findings and Hypothesis

Recommendations

Action Plan
Communications and Marketing Strategy for Promotion of Kayseri Tourism

6.
Web Portal
Questions & Answers
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
11
Health tourism, medical tourism - What it is, what it is not
Term initially developed by travel agencies and the mass media to describe the rapidlygrowing practice of traveling across international borders to obtain healthcare
•
•
Projected 15% increase in 2011
–
–
–
Medical Tourists to Turkey
140000
Number of tourists
Health Tourism is traveling abroad for healthcare
services.
Health Tourism is usually not emergency or critical
care travels:
120000
100000
80000
60000
•
40000
20000
0
2008
2009
2010
2011
Reasons health tourists go abroad:
–
–
Year
Private Hospitals
Public Hospitals
While out of country
Expatriate care
Occasionally the medical procedure needed is urgent, but
more often it is an elective treatment such as cosmetic
surgery or dental care.
–
–
–
–
Real or perceived lack of services at home
Limitations imposed by payers or regulatory agencies,
certain specialists and/or procedures
Treatment protocols, equipment, or services
Prolonged waiting periods
Lower costs of care
Personal reasons
•In broader sense, health tourism (versus medical travel) includes the leisure aspects
typically associated with travel and tourism. “Mini-vacation” options for patients and
their friends and/or families are provided at reduced rates through arrangements with
travel agencies and airlines.
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
12
Strategy
Health Tourism in Kayseri and the Region
Client Objective
Engagement
Objective
Findings and action plan for the development of health tourism sector in Kayseri and the region
Issue
Strategy
Offering
Infrastructure
Marketing
Hypotheses
Hospitals are well
funded
There is clear
ownership for health
tourism in Kayseri
Kayseri maintains
accurate health
statistics
Stakeholder
mapping and
interviews
Data requests
Interviews
Internet research
Key Question and Data Gathering
Are top 5 hospitals
internationally
competitive?
(statistics on
investors)
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
13

Hospitals are well funded
Kayseri has significantly invested in the healthcare sector
•
The Kayseri Health Campus Project
–
–
–
The Kayseri Health Campus project is the
first of an ambitious list of PPP (Public
Private Partnership) projects and
represents the first PPP program adopted
for the healthcare sector in Turkey.
Location: Kayseri Province: 2,800,000
people
Beds: No. 1548 of which;
•
•
•
•
–
–
“Kayseri has always had a history
of medicine. Over the last 10
years, Kayseri has significantly
invested in quality hospitals."
— April, 2011, Mevlut Bilici
Governor of Kayseri Province
1,048 general hospital
200 physiotherapy and rehabilitation
200 psychiatric hospital
100 high security forensic psychiatric
hospitals
“Acibadem is Kayseri's only publicly
listed hospital on the Istanbul stock
exchange and is well funded.“
Capacity: Expected access to healthcare
services by 10,000 people by day
Estimated cost of investment: 278M USD
— April, 2011, Cemalettin Yilmaz
Acibadem Hospital Director
As per Istanbul's Stock Exchange website, ACIBADEM
has 100,000,000.00 in capital investments
Source: http://www.scribd.com/doc/33737968/PPP-Health-Campus-Projects
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
14
Stakeholder Relationship Map
Kayseri Chamber
of commerce
Sightseeing Spot/Market/Hotel
Associated Stakeholders
Other Institutions
Travel Operator
Transportation
Advertising Company
Government Agency
(ORAN)
Health Tourism
Patients and
relatives
Primary Stakeholders
Pharmacy
Investor
Hospital
Insurance
Company
Many Stakeholders and Complex relations
Distributor
University
Pharmaceutical
Company
Medical Equipment
Company
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
15
There is clear ownership for health tourism in Kayseri

“We are looking to develop new business”
“Health Tourism in Kayseri has huge potential”
Quote from Interview with
Semih Demirtoka, ORAN,
Quote from Interview with Alto Tur
travel agency, Memduh Keskinkilic
Travel Agency
ORAN
Who has ownership??
Health Tourism
Hospital
Quote from Interview with
Cemalettin Yilmaz, ACIBADEM,
“We have an original channel such as International Patient Center.
This Center performs the promotional activities abroad”
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
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Kayseri maintains accurate health statistics 
Kayseri is now developing statistics about health
• The following institutions have some statistics about health
tourism in Kayseri:
• The ministry of health of Turkey (http://www.saglik.gov.tr/)
• Turkish statistical institute (http://www.turkstat.gov.tr/)
 We found that the data provided by these agencies are either
incomplete or out of date
• Kayseri has also some statistics about health:
•
•
Statistics Dept. Kayseri Provincial Health
Administration(http://www.ksm.gov.tr/)
Administration Of Health
 Although relatively new, we found that the data is incomplete
• ORAN has recognized the importance of statistics and lack of
data.
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
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Offering
Health Tourism in Kayseri and the Region
Client Objective
Engagement
Objective
Findings and action plan for the development of health tourism sector in Kayseri and the region
Issue
Strategy
Infrastructure
Offering
Marketing
Hypotheses
Kayseri is in a good
location to attract
Cappadocia tourist
to Kayseri for
health
Elective
treatments are
available in
Kayseri
Necessary
medical
treatments are
available in
Kayseri
Kayseri provides
minimal waiting lists
for treatments
Sufficient capacity to
introduce additional
patients
Key Question and Data Gathering
Dental examination
Thermal treatments
(Personal opinion,
interviews)
From statistics,
interviews, expertise,
success rates,
number of
operations, time of
recovery, aftercare
conditions
Current waiting lists
in UK and Europe
Current waiting lists
in Kayseri
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Seasonal
occupancy/rates
Capacity of
hospitals in Kayseri
2016년 3월 14일
18
Kayseri is in a good location to attract Cappadocia tourists to Kayseri for health 
Kayseri´s geographical location and airport are advantageous to attract (for health)
international tourists visiting Cappadocia
Kayseri is the easiest way to get to Cappadocia
–
Has the closest airport, Turkish Airlines
operate 5 flights a day from/to Istanbul to/from
Kayseri.
–
Kayseri to Cappadocia: 75 kms, only 1
hour, compared to 300km from Ankara
300 Km
75 Km
Cappadocia´s international tourist  number is
increasing every year
–
–
–
•
Turkey tourists: 28.6 million (international
without citizen visitors )*
Tourist visiting Cappadocia: 2.18 million, 1.49
million foreigners*
Increased by 30 percent in 2010*
Cappadocia’s tourist possible target for
Health Tourism in Kayseri
–
–
Tour groups, from Europe and most of them
above 50 years old (Source: Group Observation)
Tourist stays in Kayseri aprox. 1.6 days
(Source : Interviews)
(*Source: gototurkey.com, Turkishpress.com)
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
19
Treatment Segmentation
The following diagram describes the segmentation that was used for the benchmark
treatment analysis
Elective (Leisure)
Necessary (Medical Treatment)
Comparing
Cities
Comparison
Medical Spa
&
Thermals
World
Kayseri
Region
Orthopaedics
Oncology
Cardiology
Eye
Dental
New Delhi
Kayseri
Bangkok
Turkey
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Istanbul
Thermal Spas in Turkey
•
•
•
•
1800 thermal springs in Anatolia
190 thermal resorts in 46 cities Bed capacity is almost 15,000
7th richest country in the world when it comes to thermal resources
10 million domestic guests and over 300,000 foreign guests in 2009 and 1 Million
forecast for 2012
Main Turkish Thermals Spas In Turkey
Yalova
Bolu
Ankara
Canakkale
Bursa
Balikesir
Eskisehir
Sivas
Kutahya
Bingol
Nevsehir
Afyon
KAYSERI
Izmir
Aydin
Konya
Denizli
Mugla
Source: Presentation health tourism destinationfrom Turkish Healthcare TourismDevelopment Council
Spas Turkey http://www.allaboutturkey.com/spa.htm
Spa Summit 2010
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Van
Dr. Fish as an attraction to International Tourists
Dr. Fish treatment has become popular around the world. It is a unique treatment that can
attract tourists since Turkey has the original one
UK
•
•
•
•
•
Turkey
Open in 2010
8 Spas & 17 New openings, Franchises
Services: foot treatment
Price: 10 Euros, 15 min
Testimonials
•
•
•
In Turkey since 1950
Services: Psoriasis Fishy Treatment (21-14 days)
Packages: Treatment, accommodation, transfers,
Catering, Local Excursions
Prices: 21 days USD 3392
Testimonials
•
•
Wellness industry cluster market: USD $2 trillion
14%
12%
20%
6%
5%
3%
3%
2%
35%
Medicine Beauty & Anti-Aging
Healthy Eating/Nutrition & Weight Loss
Complementary & Alternative Medicine
Spa
Workplace Wellness
Fitness & Mind-Body
Preventive/Personalized Health
Wellness Tourism
Medical Tourism
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
USD 216
Billion
Elective treatments are available in Kayseri region 
Kayseri has the natural resources but needs to improve thermal infrastructure and awareness
•
BAYRAMHACI THERMAL SPRING : 65km west of
Kayseri, two pools for men, and two for women.
“..Small Place, frequented by people from the
Village, there is infrastructure but not for International
tourist..”
•
TEKGOZ THERMAL SPRINGS : Yemliha district 33km
from Kayseri, One pool for men, and one for women.
“There is not any hotel or building”
•
CIFTGOZ THERMAL SPRINGS: 35 km from the city
center. Two pools for men, and two for women.
“Drinking water available”
•
YESILHISAR MINERAL SPRING: Yesilhisar Town 82 km
from the city center.
•
ZILE THERMAL: Visited by Develi and Yahyali people.
“There is mud, can be an attractive for tourists, is
more active than the others”
— April, 2011, Mr. Memduh Keskinkılıç,
owner of Alto Tour, a prominent tour
operator in Kayseri
Lack of infrastructure
Source: Kayseri City Guide/Mr. Memduh Keskinkılıç,
http://www.travelshopturkey.com/hotels
.asp?id=301&dest=384
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Treatment Segmentation
The following diagram describes the segmentation that was used for the benchmark
treatment analysis
Elective (Leisure)
Necessary (Medical Treatment)
Comparing
Cities
Comparison
Medical Spa
&
Thermals
World
Kayseri
Region
Orthopaedics
Oncology
Cardiology
Eye
Dental
New Delhi
Kayseri
Bangkok
Turkey
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Istanbul
Necessary (Medical Treatment) – Benchmarking Criteria
The following approach was used to perform the treatment benchmark treatment
analysis
For each city, a major hospital was chosen to perform the comparative analysis.
Treatment comparative analysis is based on the following categories in each city/hospital:
Cost
Prices of major treatments were compared within each city
Specialization
The number of specialist doctors for the chosen hospital and number of JCI accredited
hospitals in the city
Capacity
The number of facilities and the patients that the hospital can support
Awareness
Google trends search and amount of information found on that hospitals website
International
Whether the hospital already has international patients and if there are facilities to
Patients
support them
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Summary of benchmark analysis of Necessary Treatment in Kayseri
Based on this analysis Bangkok is the leader in eye treatment and New Delhi is the
leader in all the other treatments
Rating Definitions
Low
0
Cardiology
Orthopaedics
High
5
Oncology
Eye
Dental
capacity
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2016년 3월 14일
26
Necessary medical treatments are available in Kayseri 
Kayseri has potential in Cardiology and Oncology treatments but has areas for
improvement
Findings on Medical treatments available in Kayseri









– Affordable cost for treatments for eye and dental treatments compared with the cities
included in the benchmark
– High level of specialization in Cardiology and Dental treatments compared to other
areas of treatment in Kayseri
– Kayseri’s Hospitals have experience with international patients in Cardiology,
Oncology and Orthopedics
– Overall Kayseri has a better ranking on Cardiology, Oncology treatments
– Kayseri’s lack of JCI accredited Hospitals or international affiliations (AHA etc)
– Number of specialized doctors are significantly low specially in Orthopedics and Eye
treatments
– Low awareness of Kayseri’s treatments
– Lack of multi lingual staff in Kayseri’s hospitals
– Lack of International Patient facilities, for example, only Acibadem has an
International Patient Center in Kayseri
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2016년 3월 14일
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Kayseri provides minimal waiting lists for treatments 
Kayseri provides no waiting time, only preparation time for treatment
“Waiting lists are very long in the Western Europe, such as UK.
Meanwhile, most hospitals in Kayseri have no waiting time.”
Combined quote from interviews with ACIBADEM hospital, TEKDEN hospital, Moderndis
dental clinic, and Governor of Kayseri Province
Average Waiting List in UK
Average Waiting List in UK
7.0
6.0
Week
5.0
4.0
3.0
2.0
1.0
0.0
Apr-09
May-09 Jun-09
Jul-09
Aug-09
Sep-09
Inpatient
Oct-09
Nov-09
Dec-09
Jan-10
Feb-10
Mar-10
Outpatient
Source: http://www.dh.gov.uk/en/Publicationsandstatistics/Statistics/Performancedataandstatistics/HospitalWaitingTimesandListStatistics/index.htm
IBM Corporate Service Corps
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2016년 3월 14일
28
Kayseri hospitals have sufficient capacity to introduce additional
international patients

Kayseri hospitals have sufficient capacity to
introduce additional international patients by
50% each year for 5 years
Typical occupancy rate is around 50%
Bed count analysis
The total number of beds in Kayseri hospital
3595 (*1)
Under conditions that occupancy rate is 50%, the number of vacancy beds per day
1800
The number of vacancy beds per day each hospital ( 29 hospital )
62
International patients analysis
The number of international patients at a hospital per year
3200 (*2)
The number of international patients at a hospital per day
9
Under condition that the number of international patients increases 50% each year and the number of
domestic patients remains the same each year, the number of international patients at a hospital per day in 5
years
Source: YATAKLI TEDAVI KURUMLARI CALISMALARI (*1)
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
60
http://www.acibadem.com.tr/(*2)
2016년 3월 14일
29
Infrastructure
Health Tourism in Kayseri and the Region
Client Objective
Engagement
Objective
Findings and action plan for the development of health tourism sector in Kayseri and the region
Issue
Strategy
Offering
Infrastructure
Marketing
Hypotheses
Kayseri is a
medical city
Kayseri
infrastructure can
support
international
health tourism
Food, shopping and
entertainment options
are available
Easy access to
Kayseri for
international
patients
Key Question and Data Gathering
Number of hospital
and
doctors/specialists
per 1000 people
Hotel capacity
Multi-lingual staff
How many shopping
centers?
Entertainment
options?
How many different
cuisines available?
How many
restaurants?
Opening hours?
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Number of hospital
and
doctors/specialists
per 1000 people
2016년 3월 14일
30

Kayseri is a medical city
Kayseri has a higher number of hospitals when compared to other cities in Turkey and
any other medical advanced cities in the world. Furthermore in 2014, The Kayseri Health
Campus will be completed, number of beds per population will be 3rd in the world
•
•
Hospitals
–
–
Specialists
–
15 public hospitals, 14 private hospitals, 3595 hospital beds**
7 hospitals have ISO-9001 certification
2168 doctors, 1837 nurses, 454 midwifes
Number of hospital beds per 1000 capita in Kayseri
5.00
Number of hospital beds per 1000 capita (2009)*
12
10
8
9.9
Above Turkey
average and same as
the world average
even in 2007
6.6
6
4
2
0
When the Health Campus
is completed
4.50
2.7
2.2
2.8
2.5
1.1
4.47
4.00
3% growth YTY
3.50
2.8
3.00
2.80
2.86
2.93
2007
2008
2009
3.05
3.11
3.17
3.23
2.99
2010
2011
2012
2013
2014
0.6
2.50
2.00
•TURKISH HEALTHCARE INDUSTRY REPORT
**Statistics Dept. Kayseri Provincial Health Administration
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
31

Easy access to Kayseri for international patients
Turkey is a very attractive tourist destination for European countries which
is roughly half the distance to travel compared to India but Kayseri needs
more direct flights for easier access
•
•
Flight
–
–
Very limited direct flights to Kayseri
international airport
Most travelers can get to Kayseri by taking
transfer flight from Istanbul
Visa requirements to Turkey
–
–
Top 10 countries visiting Turkey don’t require Visa or can
get Visa at the border gates
Out of about 200 countries,
•
•
•
45% : without Visa, stay up to 90 days
23% : can get Visa upon arrival at the Turkish border gates
32% : requires Visa
% of tourists by country in 2010
 Get Visa at the border gates
 Visa Exempted
GERMANY
RUSSIAN FED.
15%
U.KINGDOM

IRAN
37%

11%
BULGARIA
GEORGIA

Direct non-stop flight to Istanbul, Turkey

 
2%

3%3%
4% 4%

9%
NETHERLANDS
FRANCE
7%
5%
SYRIA
ITALY
OTHERS
Direct non-stop flight to Kayseri, Turkey
Source: http://www.flyhere.com/flight-map, As of April, 15th, 2011
Source: http://www.mfa.gov.tr/visa-information-for-foreigners.en.mfa
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
32
Kayseri infrastructure can support international health tourism 
Kayseri doesn’t have enough multilingual staff or information. Infrastructure of Kayseri is
adequate for domestic health tourism but lacking for international health tourists
•
•
Kayseri Multi-lingual
–
–
–
–
–
–
–
•
•
Hospital:
Not enough multi-lingual staff
Restaurant: Menus only in Turkish and no
multi-lingual staff
Shopping Center: No multi-lingual staff or
announcements
Railroad: No multi-lingual staff or
announcements
Roads: Only Turkish signage
Hotels: Only 2 of 21 hotels have multi-lingual
staff
Media: Most of TV channels and radio stations
in Turkish
Hotels
–
–
1450 rooms and 2796 beds in 21 hotels ( 2 five stars
hotels, 4 four stars hotels, 10 three stars hotels)
3 international chain hotels and others are domestic
Hilton
•
City One
Novotel
Grand Eras
Selcuk
Nüzhet
Airport
– Erkilet Airport is 4km to the city center.
Railroad
– 7 hours to Ankara, 6 hours to
Adana
Roads
–
–
–
Well prepared inter-connect highway
Connects Bogazkopru, is 15 km
to the city center, with several
main highways which come from
Ankara, Adana, Nigde
5 hours to Ankara, 1 hour to
Cappadocia
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
33
Food, shopping and entertainment options are available 
There are plenty of Turkish food options, however there are limited international
cuisine and entertainment options for foreigners
•
Food
–
–
–
–
•
Kayseri is known for its rich Turkish cuisine culture
One of the unforgeable tastes of Kayseri cuisine is
pastrami
Restaurants and cafes are generally open till about
10pm every night
Lack of international cuisines such as Asian, Indian
and European
..
Shopping
–
–
–
There is one major shopping Center – Kayseri Park
(10.00-22.00)
Covered Bazaar (10.00-20.00)
Street shops – from carpets to clothes to fresh fish
..
Kayseri city
Cappadocia
Kayseri Pastrami
•
Kayseri Park
Entertainment
–
–
•
Erciyes Winter Sports Center– during the
Winter season – variety of bars, cafes and
restaurants
Kayseri city – there are no major
entertainment facilities for foreigners – no
bars, pubs or live music
Sightseeing
–
Kayseri city has a number of places to visit
including varies mosques, tombs and towers
– Cappadocia is within 1hour drive
IBM Corporate Service Corps
2016년 3월 14일
34
Turkey Team 6 Subteam 2
Marketing
Health Tourism in Kayseri and the Region
Client Objective
Engagement
Objective
Findings and action plan for the development of health tourism sector in Kayseri and the region
Issue
Strategy
Offering
Infrastructure
Marketing
Hypotheses
Turkey is
ranked within
the Top 20
countries in
the Country
Brand Index
Annual
Country
Brand
Index
ratings
Turkey is
well known
for its
hospitality
Interview
s and
quotes
for
people
Awareness
about Health
Tourism in
Kayseri is high
for international
patients
What
How they
facilities
are
they have
promoted
in
?
neighborin
Hits in
g
Google
countries?
Neighboring
countries are
good
candidate for
target
audience
Number
of visitors
from the
neighbori
ng
countries.
Waiting
list on
their
home
countries,
cost of
home
countries
?
Domestically
neighboring
regions are good
candidate for
target audience.
What
facilities
they have
in
neighbori
ng
regions?
Number
of
visitors
from the
neighbor
ing
regions?
Turkish workers
in European
countries are
good candidate
for target
audience
Demogr
aphy of
current
Turkish
workers
Number
of visit
from
Turkish
workers
Key Questions and Data Gathering
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
35

Turkey is ranked within the Top 20 countries in the Country Brand Index
The world’s perception (brand) of Turkey is average when compared to
benchmark countries India and Thailand.
The Country Brand Index is an annual study that examines and ranks 110 country
brands, based on Future Brand’s proprietary research methodology (in partnership with
BBC World News)
Country Brand Index Comparison
Each country is measured in
the following areas
60
55
54
51
People
Governance
Tourism
Country
Brand
Culture &
Heritage
Exports
Invest &
Immigration
Rank (1-highest; 110-lowest)
•
50
40
Turkey
30
26
28
23
20
20
Thailand
20
18
India
10
0
2010
2009
2008
Year
Sources:
http://www.futurebrand.com/think/reports-studies/cbi/2010/overview/
http://www.futurebrand.com/think/reports-studies/cbi/2008/overview/
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
36
Awareness about health tourism in Kayseri is high for international patients 
Awareness about health tourism in Kayseri is low
• Turkey’s health tourism is generally well
known compared to other countries
• Compared to other cities in Turkey, Kayseri
needs to improve the awareness of the city
in general and particularly in the area of
health tourism
• Based on the web search hits result,
Netherlands, Germany, France may be
potential target customer for health tourism
to Kayseri, Turkey
Google Trends Comparison
– Istanbul, Ankara, Izmir, Bursa, Kayseri
Countries who searched Kayseri
Source: http://www.google.com/trends
Google Web Search Volume
- using medical tourism for each countries
8000000
7000000
6000000
5000000
4000000
3000000
2000000
1000000
0
India
Thailand
Turkey
Holland Germany
Source: http://www.googlefight.com
Health tourism awareness comparison
between Kayseri and Istanbul
Source: http://www.googlefight.com
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
37
Neighboring countries are good candidate for target audience

Elimination of visa requirements for neighboring and nearby countries will ease the
inflow of medical tourists from these areas
Talks underway for elimination of visas:
Greece, Portugal and Ukraine
Countries that do not need visas:
•Syria
(as of 16.9.2009)
•Albania
(as of 20.11.2009)
•Libya
(as of 24.11.2009)
•Jordan
(as of 2.12.2009)
•Tajikistan
(as of 13.12.2009)
•Azerbaijan
(as of 25.12.2009)
•Lebanon
(as of 11.1.2010)
•Saudi Arabia (as of 10.1.2010, unilateral)
•Georgia, Pakistan, Bosnia and Herzegovina
•Croatia, Tajikistan, Serbia, Qatar
•Russia
(as of 19.4.2011)
Visas granted at border:
•Belarus, Czech Republic, Estonia, Latvia, Lithuania, Hungary,
Moldova, Norway, Uzbekistan, Poland, Slovakia, Tajikistan, and
Turkmenistan can obtain sticker-type visas at border gates for
stays up to one month.
“Following the recent abolishment of visa requirements between Turkey and Syria, Turkey has seen a remarkable increase in the number
of patients from Syria, as well as from Lebanon, Iraq and Iran, who seek to benefit from better health services in Turkey. Private and public
hospitals and clinics are getting an increase in the number of foreign patients. One private clinic specializing in laser eye surgery in Hatay is now
getting 100 Syrian patients each month, in addition to patients from Lebanon, Iraq and Iran who cannot get such treatment at home”
Source: International Medical Travel Journal
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
38
Domestic patients from regions around Kayseri are a target for
medical treatment 
Patients from neighboring regions of Sivas, Yozgat, Nevsehir and Aksaray come to Kayseri hospitals for
Necessary medical treatment and will continue to bring a significant inflow of patients to Kayseri hospitals
Distribution of Hospitals in TR-72
.
.
. .
.
However, concentration of specialized treatment is in Kayseri.
Most patients from these regions come to Kayseri hospitals
for necessary medical treatment.
Kayseri hospitals also serve the neighboring
regions of Nevsehir and Aksaray
Most patients in these regions are referred to specialized treatments by their physicians -For example, family of heart surgery patient from Aksaray:
“We were referred to this Kayseri hospital for cardiac surgery by our physician in Aksaray due to the lack of same level of
specialized surgery in Aksaray. I can stay at the hospital until the patient is able to travel back to Aksaray”
Source: www.kayseri.gov.tr
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
39
Turkish workers in Europe are a good target audience 
Turkish workers from Germany, Bulgaria, France, Netherlands and UK are a target
audience for necessary and elective medical treatments
Germany, Bulgaria, France, Netherlands and UK
have the top number of people of Turkish origin,
more than 75% of Turkish people living outside Turkey
Top 10 countries w ith Turkish w orkers
110,000.00
150,000.00
200,000.00
200,000.00
Germany
Bulgaria
260,000.00
France
350,000.00
Netherlands
500,000.00
UK
3,500,000.00
*An average of 900,000 Turkish workers traveled back to
Turkey each year in 2008- 2010
Austria
Northern Cyprus
500,000.00
Belgium
500,000.00
750,000.00
Greece
Kazhakstan
Azerbaijan
**“Summer months and holiday season are very popular for
Turkish workers in Europe to travel back to Turkey. Patients
coming from these countries are not only Turks but also people
in those countries that have heard about the medical services Source: *OECD Study on Inflows of Turkish workers to Europe
**Team Interviews
in Turkey”
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
40
Foreign tourists already visiting Turkey are a potential target for elective
treatments 
Countries that have significant tourist inflow to Turkey are a good target for elective
treatments
Top 10 countries of foreigners visitng Turkey
5 000 000
# of Foreign Tourists
4 500 000
4 000 000
3 500 000
3 000 000
2010
2 500 000
2009
2 000 000
2008
1 500 000
1 000 000
AL
Y
IT
IA
SY
R
IR
AN
BU
LG
AR
IA
G
EO
NE
RG
TH
IA
ER
LA
N
DS
FR
AN
C
E
G
DO
M
IN
FE
U.
K
AN
SS
I
RU
G
ER
M
AN
Y
D.
500 000
% of tourists by country in 2010
GERMANY
RUSSIAN FED.
15%
U.KINGDOM
IRAN
37%
11%
Germany, Russia, UK, Bulgaria and Iran are consistently
the top 5 countries with tourist inflow to Turkey, constituting
almost 50% of tourist inflow to Turkey
BULGARIA
GEORGIA
9%
NETHERLANDS
FRANCE
2%
3%3%
4% 4%
Source: Turkey Ministry of Culture and Tourism
7%
5%
SYRIA
ITALY
OTHERS
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
41
Countries with significant waiting list for necessary medical
treatment are a potential target 
•
•
United Kingdom, Ireland and Canada are countries with the longest waiting lists for availability of
medical treatments and surgeries.
Of these countries, patients on the United Kingdom waiting lists are prime candidates for treatment
in Turkey because of the proximity to Europe and ease of travel to Turkey
For example, average waiting time in UK:
Average Waiting List in UK
7.0
6.0
5.0
Week
•
4.0
3.0
2.0
1.0
0.0
Apr-09
May-09 Jun-09
Jul-09
Aug-09
Sep-09
Inpatient
Oct-09
Nov-09
Dec-09
Jan-10
Feb-10
Mar-10
Outpatient
Source: http://www.dh.gov.uk/en/Publicationsandstatistics/Statistics/Performancedataandstatistics/HospitalWaitingTimesandListStatistics/index.htm
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
42
Countries where medical care is expensive are a potential target for
necessary medical treatment 
Average of 50% savings for treatments in Turkey compared to other European countries
(80% savings compared to treatment costs in US!)
Hysterectomy
Gamma Knife
BMT
Liposuction
Switzerland
Germany
Spinal Fusion
Ireland
UK
USA
Knee Replacement
Hip Replacement
Heart Valve Replacement
Heart Bypass
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
Cost multiplier relative to Turkey
8.00
9.00
10.00
Source: healthinturkey.org
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Summary of Findings - Issue Diagram
Client Objective
Engagement
Objective
Health Tourism in Kayseri and the Region
Findings and action plan for the development of health tourism sector in Kayseri and the region
Issue
Strategy
Infrastructure
Offering
Marketing
Hypotheses
          
There is
clear
Hospital owners
hip for
s are
health
well
funded tourism
in
Kayseri
Kayseri
maintain
s
accurate
health
statistics
.
Kayseri
is in
good
location
to attract
Cappad
ocia
tourist to
Kayseri
for
health
Elective
treatme
nts are
availabl
e in
Kayseri
Necess
ary
medical
treatme
nts are
availabl
e in
Kayseri
Kayseri
provides
minimal
waiting
lists for
treatmen
ts
Sufficient
capacity to
introduce
additional
patients
Easy
access
Kayseri to
Kayseri
is a
medical for
internati
city
onal
patients
Kayseri
infrastruct
ure can
support
internatio
nal health
tourism
Food,
shopping
and
entertain
ment
options
are
available
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
 
Awarene
Turkey
ss about
Turkey
ranked
Health
is well
within the
Tourism
known
Top 20
in Kayseri
for its
countries
is high for
hospitalit
Brand
internatio
y
Index
nal
patients
  
Neighbo
ring
countrie
s are
good
candidat
e for
target
audienc
e
Domestic
ally
neighbori
ng
regions
are good
candidate
for target
audience.
Turkish
workers
in
Europea
n
countries
are good
candidat
e for
target
audience
2016년 3월 14일
44
Table of Contents
1.
Project Objectives
2.
Executive Summary
3.
Approach – consulting methodology
4.
Findings and action plan for the development of health tourism sector in Kayseri and
the region
5.

What is health tourism?

Global consumer behavior and market trends in health tourism

Findings and Hypothesis

Recommendations

Action Plan
Communications and Marketing Strategy for Promotion of Kayseri Tourism

6.
Web Portal
Questions & Answers
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
45
SWOT analysis of health tourism in Kayseri
•
–
–
–
–
–
–
–
–
–
•
•
Strengths
–
–
–
–
–
–
–
Affordable cost for treatments
High level investments were already made and
new project (PPP and Ski Center) is in progress
Kayseri is a medical city
Kayseri has advantages to attract Cappadocia
tourist for health treatments
Kayseri provides minimal waiting lists for
treatments
Kayseri hospitals have sufficient capacity to
introduce additional international patients
Neighboring countries do not require Visas
Kayseri has more specialized doctors than the
regions near by
Kayseri has more specialized doctors compared
with benchmark countries for Cardiology and
Dental treatments
–
–
–
–
–
–
•
Weakness
Low coordination between the stakeholders in
the industry. There is not clear ownership for
health tourism in Kayseri
Kayseri does not maintains accurate health
statistics
Kayseri doesn't have enough multilingual staff,
information nor entertainment for International
people
Low awareness of Kayseri as an international
medical destination
Kayseri does not have JCI accredited hospitals
Number of specialized doctors are significantly
low especially in some treatment such as
orthopedics and eye
Opportunity
Increased demand for healthcare services from
countries with aging population
Shortage of supply in National Health Systems
in some countries
Demand from countries with underdeveloped
health systems
Decreasing cost of international travel
Being a EU Candidate (Patient immobility in
EU)
Numbers of uninsured in developed countries
Increasing Medical Tourists to Turkey
Threats
–
–
–
Strong competition from countries like Thailand,
India, etc.
Some of the developing countries in the region
want to attract medical tourists too
Possible conflicts in neighboring countries
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
46
Recommendations
•
•
Establish Kayseri Health Tourism
Council (KHTC)
–
–
–
–
–
–
–
–
–
Board members from hospitals, hotels, travel
operators, ORAN, Ministry of Health and
Ministry of Tourism, Kayseri province
Governor’s office etc.
Representation from Kayseri Council (KHTC) in
Turkish Healthcare Tourism Development
Council (THTDC)
Responsible for collecting and maintaining
accurate health statistics
Own short/mid/long term action plan for health
tourism in Kayseri with measurable checkpoints
Hire subject matter experts with medical
background to validate top treatment areas
Hire subject matter experts in healthcare
consulting to continuously asses and provide
feedback on health tourism action plan
Monitor PPP Health Campus project and
alignment with health tourism roadmap for
Kayseri
Obtain membership with the health tourism
Association (MTA
http://www.medicaltourismassociation.com)
Invest in a Common International Patient
Center (CIPC) for small and medium size
hospitals to network and promote treatments to
patients
–
Strategy
•
Obtain JCI accreditation and
international affiliations for leading
hospitals in Kayseri
Continue to keep cost of treatment
competitive
–
•
•
Offer tax support as needed to compete with
benchmark countries
Invest in hiring specialized doctors in
areas where specialization is low, for
example, orthopedics and eye
Offer customized packages for
international patients
• Investigate facilities in Kayseri that
can be combined with tour programs
in Cappadocia
Investigate training and hiring health tourism
facilitators to coordinate between CIPC and
patients
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Offering
Recommendations
•
Develop multi-lingual environment in
Kayseri
–
•
•
Spas, Hamams, hot springs in the area need
to be improved significantly to be attractive
for international tourists
Improve connectivity of Kayseri with
more direct flights to target regions
–
•
Short training courses with certifications and
exams for conversational proficiency for
doctors, nurses, travel agents
– Also staff in restaurants, shopping
centers, hotels, airports, TV channels
etc
– Signage in multiple languages, for
example, Turkish with English
translation
Invest in elective treatment facilities
–
•
•
•
Must offer direct flights to cities in Germany,
UK, France, Russia Bulgaria, Jordan,
Azerbaijan, Syria
Invest in hotel infrastructure to
accommodate additional international
patients and their families
Invest in international food,
entertainment, shopping options for
families accompanying international
patients
•
•
Improve awareness of Kayseri’s medical
treatment areas
– Advertise Kayseri’s hospitals in Cappadocia via
stands offering free health checks, free eye
checks, free information kits to make facilities
visible to tourists
– Combine health checks and elective treatments
in Kayseri with travel packages to Cappadocia
– Promote Kayseri’s hospitals in international
forums, congress, fairs in target markets and
create partnerships with healthcare services in
those countries
– Include Kayseri in existing Turkey health
tourism websites, for example, healthtourismtr.com, healthinturkey.org
Internal Marketing
– Educate doctors, travel operators, insurance
companies etc about importance of health
tourism and align their roles to grow health
tourism in Kayseri
Buzz Marketing
– Facilitate word-of-mouth discussions, reviews
using online forums, social networking tools
Create a Kayseri Health Tourism Portal to
enhance awareness, establish a brand and
provide international patients quick information
on health tourism
Infrastructure
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Marketing
Growth of Health Tourism Industry in Kayseri
5 Year Action Plan
Phase 3
Phase 2
Phase 1
Stabilization
Initialization
• Establish Kayseri Health Tourism
Council (KHTC)
• Obtain JCI accreditation and
international affiliations for leading
hospitals in Kayseri
• Improve awareness of Kayseri’s
medical treatment areas using
recommendations provided
• Internal Marketing to educate
primary stakeholders
• Create a Kayseri Health Tourism
Portal
2011 - 2012
Expansion
• Invest in hiring specialized
doctors in areas where
specialization is low
• Invest in elective treatment
facilities
• Invest in hotel infrastructure
• Invest in international food,
entertainment, shopping
options
• Continue to keep cost of
treatment competitive
• Offer customized packages
for international patients
• Develop multi-lingual
environment in Kayseri
• Improve connectivity of
Kayseri with more direct
flights to target regions
• Buzz Marketing to facilitate
online word of mouth
information
2012 – 2014
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2014 – 2016
Table of Contents
1.
Project Objectives
2.
Executive Summary
3.
Approach – consulting methodology
4.
Findings and action plan for the development of health tourism sector in Kayseri and
the region
5.

What is health tourism?

Global consumer behavior and market trends in health tourism

Findings and Hypothesis

Recommendations

Action Plan
Communications and Marketing Strategy for Promotion of Kayseri Tourism

6.
Web Portal
Questions & Answers
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
50
Market Segmentation
S1 - Countries with large tourist inflow
Germany, Russia, UK, Iran, Bulgaria
50% of tourist inflow to Turkey
Market for wellness tourism
S2 - Countries with high costs and waiting
lists
New Markets
Not so new
markets
Old Markets
UK, Germany
Look for timely, quality care
This segment intersects with high number of tourists and Turks
S3 - Countries with returning
Turks
Germany, Bulgaria, France, Netherlands, UK
Look for low cost packages
Large segment because of a lot Turkish workers
S4 - Domestic Market
Sivas, Yozgat, Aksaray, Nevsehir
Increasing spending power
Increasing inclination to travel to Kayseri for
better facilities
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
S5 - Neighboring Countries
Jordan, Azerbaijan, Syria, Georgia
Look for low cost packages
Increasing inclination to travel to Turkey for
better facilities
Target market selection
Start from S2/P1 single segment approach and then gradually move to selective
specialization approach on S1/P2, S5/P1 in 3 years
S1 Countries
with large
tourist inflow
S2 - Countries
with high
costs and
waiting lists
S3 - Countries
with returning
Turks
S4 - Domestic
Market
S5 - Neighboring
Countries
P1 Necessary
Treatment
P2 - Elective
Treatment
Target market strategies
New Markets
Not so new
markets
Old Markets
Short term target market
Present
In 3 years
Mid term target market
Source : Marketing Management: A Framework for Marketing
Management, Kotler Keller
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Long term target market
Easy access to target audience with internet
Internet is the fastest and easiest way for people to access information
• 5 countries of our target audience are in the top 20 Internet users
Germany 65 Russia 60 UK 51 France 45 Iran 33 (million people)
• Internet penetration as percentage of population:
Germany 79.1 %, Russia 42.8 % UK 82.5% France 68.9 % Iran 43.2 %
usersof
top
20 country
penetration
(2010)
TopInternet
20 countries
Internet
usersand
andits
their
penetrations
in 2010
420
79.1%
77.3% 78.2%
400
81.1%
77.7%
68.9%
350
Internet users (milion people)
90.0%
82.5%
80.0%
70.0%
62.6% 64.4%
300
60.0%
51.7%
240
250
37.8%
200
40.0%
31.6%
28.9%
150
100
50
50.0%
45.0% 43.2%
42.8%
99
81
6.9%
76
65
60
51
29.7%
27.2%
30.0%
20.0%
12.3%
45
44
39
35
33
31
0
penetration
450
30
30
30
29
27
26
10.0%
0.0%
Source: Internet World Stats
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
53
Health Tourism Portal - Introduction
• What is a health tourism portal?
– Provide one stop service for the stakeholders
of health tourism
• Patients can retrieve medical information
and book the logistics like treatment, flight,
hotels, tour and insurance
• Service providers (hospitals, travel agency,
insurance company) can provide their
service and offering via this web portal
Thailand health tourism web site
(http://www.thailandmedtourism.com/)
• Business need
– International patients prefer a complete medical
service which includes logistics like flights
– World Trade Organization (WTO) data
suggests that more than half of the tourist
population uses the internet to plan their travel
destinations and book their holidays directly
online
India health tourism web site
(http://www.medicalindiatourism.com/)
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
54
Existing portals – Bangkok (http://www.bumrungrad.com/)
Multi-lingual
FAQ section
and Contact
details
Information on
accreditations,
pricing and doctors
Insurance
companies
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
55
Kayseri Health Tourism Portal – High Level Requirement
Determine the situation
of health tourism at
present and gather data
for reliable statistics
Allow potential clients to
easily access
information regarding
their packages and
products
Travel Operator
Patients and
Relatives
Government Agency
Kayseri Health Tourism Portal
Obtain and easily access
information relating to
medical treatment
internationally
Accept more
international patients
and enhance health
tourism awareness
Hospital
Provide better service by
providing their clients with
additional international
medical treatment options
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Insurance
Company
2016년 3월 14일
56
Sample portal feature for Travel Operator
Travel Operator
Allow potential clients to easily access information regarding their
packages and products
Offering tour package
Register and promote new or
special tour package
Quote creation
Create a quote based on the
request from patients (they may
use their own system)
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Patient Search
Search the patients to be
potential customer based on the
buying history
Request forum
Answer the question from
patients
2016년 3월 14일
57
Sample portal feature for patients and relatives
Patients and
Relatives
Insurance application
Links to major insurance company website
and online application
Hotel and Flight Reservation
Links to all major hotel website showing the
details of the facilities and rates
City information
Taxi service, Public Transportation,
Restaurant, Entertainment and so on.
Forum (Blog)
Allow past patients to post comments
about their treatment experience
Obtain and easily access information relating to medical
treatment internationally
Multi-lingual
English is mandatory,
other European
languages are preferred
List of hospitals and treatments
available
General information on accreditation and
specialization for each hospital
Specialist doctor information – their
experience in their respective field
Prices for treatments
Hospital Appointment list
Book upcoming and view past
appointments for treatment
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Frequently asked questions
(FAQ)
How much money can I save by
choosing World Eye Centre for eye
treatments?
When are payments due?
How do I make a payment?
How do I know that the quality of
care is excellent?
Will I experience language
difficulties or translation problems?
Request form
Request detailed information and get
a quote
2016년 3월 14일
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Sample portal feature for insurance company
Insurance
Company
Provide better service by providing their clients with
additional international medical treatment options
Offering insurance package
Register new or special
insurance packages and
promotions
Contact form
Answer the question from patients
Online contract confirmation
Confirm the contract from
patients and contact with the
patient
Reimburse process
Payment process for reimburse
from hospitals
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
59
Sample portal feature for Hospital
Hospital
Accept more international patients and enhance health tourism awareness
Patient Search
Search for patients by name,
age, gender
Appointment information
Confirm the contract from
patients and contact with the
patient
Specialists management
Arrange shifts of doctors and
medical staff
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Contact form
Answer questions from patients
2016년 3월 14일
60
Sample portal feature for Government Agency
Government
Agency
Determine the situation of health tourism at present and gather data for reliable statistics
Data gathering
How many patients are interested in
health tourism in Kayseri ?
How much is the revenue?
Data analysis
Compare to previous year
Number of patients and their
treatments
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
61
Kayseri Health Tourism Portal – Phased Approach
M1
Phase I - Basic Portal-:
• Develop basic Portal
–
M2
M3
M4
M5
M6
Resource recruiting and
project planning
Hospital, travel operator, insurance web site
links
–
Online booking for treatment, hotel, flight
* Small start and gradually adding features is best
practice
Requirement definition
Architecture design
Function specification and
prototype
System development
System test and
assessment
System deploying and
maintenance
* Project period will be changed based on requirements
M=Month
Phase II – Advanced Portal-:
• Enhance communication features
–
–
–
Patients Rating for hospital, travel agency, insurance
Communication between patients like social networking services
Automatically updating information
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
62
Kayseri Health Tourism Portal – Resources
• The following resources are required to develop the web portal
Roles
Responsibility
Initiate and plan the project, execute the project plan and control the
scope, schedule, costs and quality. Coordinate the communication
and manage stakeholders.
Collect, validate and organize the tourism information to be included
Data collector into the portal and connect to all involved parties for their awareness
of the project and comments and updates.
Design the portal system including the layers, interfaces between
components, data transfer protocol, and data storage strategy etc.
Architect
with consideration of other non-functional requirements such as
performance, scalability, and sustainability.
Project
Manager
Programmer
Web designer
IT person
Develop function specification. Develop the functions based on the
design, test and deploy the web portal.
Visual design for web pages, make sure the web interface is userfriendly and easy to use.
Maintain the web portal after deployment, update the data and fix
problems if any. Perform system check and analysis in a regular
basis.
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
63
Acknowledgements
•
•
•
•
•
•
•
•
•
•
•
•
•
IBM Corporate Service Corps (CSC) Program
United Nations Development Program (UNDP), Turkey
Digital Opportunity Trust (DOT), Turkey
Middle Anatolia Development Agency (ORAN), Kayseri
Secretary General of the Kayseri Chamber of Commerce
Mr. Kemal Tekden, Tekden Hospital
Mr. Memduh Keskinkılıç, Alto Tour
Acıbadem Hospital, Kayseri
Mr. Muammer Sak, Argeus Turizm
Modern Diş, Kayseri
Maya Eye Hospital, Kayseri
Mr. Mevlut Bilici, Kayseri Province Governor
Special Thanks to our Field Assistants and Translators
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
Thank You!
Tesekkurler!
Hindi
Gracias
Spanish
Obrigado
Brazilian Portuguese
Russian
Danke
Korean
Grazie
Italian
German
Thank You
Traditional Chinese
Merci
French
Arabic
Tamil
Simplified Chinese
Japanese
IBM Corporate Service Corps
Turkey Team 6 Subteam 2
2016년 3월 14일
65