Malta to be promoted abroad as a medical tourism destination
Malta is preparing to launch the introductory phase of marketing the country as a medical tourism destination and discussions with all the relevant parties, including the regulatory ones, should be concluded over the coming months.
Parliamentary Secretary for Tourism Mario de Marco said at the Malta Medical Tourism Summit this morning that at this initial stage of the development of medical tourism to Malta, focus should be made on the services which are provided by the private hospitals and clinics operating on the island.
As the segment grows and evolves, it will eventually become opportune to widen the scope to include other specialised health services.
Within the Malta Tourism Authority’s marketing planning process it has also been decided that the definition of what comprises Medical Tourism should exclude what are considered to be non-medical aspects of healthcare tourism such as wellness and spa, as these pertain more to mainstream leisure tourism than to the specialised field targeted by medical tourism.
However, this definition does not exclude the use of wellness and spa treatment as part of a wider medical package.
Based on the discussions held so far, it has been agreed that Malta’s main strengths lie in the following areas, which are already being adequately covered by the private healthcare institutions: Plastic surgery, Orthopaedics, Ophthalmic, Neurological, Urological, Oncology, Diagnostic, Bariatric and Cardiac.
Dr de Marco said that there are a number of markets which could be targeted for the promotion of medical tourism to Malta. On the basis of discussions held, and the government’s understanding of the market, the highest potential, in order of priority, was offered by the United Kingdom, the rest of European Union, north Africa, specifically Libya and Egypt, the Middle East, subject to a thorough understanding of market dynamics applying in the region, Russia and the CIS and North America.
The Parliamentary Secretary said that the development of medical tourism in Malta necessitated a multi-party approach given the dual nature of the segment.
Similar to the situation prevailing in English language learning, where it was necessary to consider both the educational and the touristic nature of the visit, medical tourism also required that the health and tourism dimensions worked hand in hand for the successful development of this potentially lucrative segment.
“More importantly, we need to tread carefully by assigning the relevant understanding and giving due recognition to the fact that medical tourism revolves around an individual’s health and wellbeing which should remain topmost of any agenda involving the development, growth and expansion of this sector.
“Here, more than in any other segment, it is important to underscore the fact that the successful outcome of a marketing plan is very heavily dependent on the quality of the product or service being marketed.
“When it comes to the health of a medical tourist, there is absolutely no leeway for bad experiences to take place,” he said.
Dr de Marco said that while a well-oiled operation will deliver satisfied clients, good feedback and increased business, negative marketing arising from bad experiences can be very detrimental.
He said that Malta will be initially marketed as a medical tourism destination in the UK and then in the rest of Europe and North Africa.
Efforts, he said, should be made to establish contact with Britain’s NHS to investigate the possibility of establishing a programme to send British patients to Malta.
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Victor Vella
Jun 5th 2010, 15:18
When the new power station begins to function we change our marketing from medical tourism destination to Malta to local medical intensive theraphy taking both the local and foreign patients beneath the ground.
Denis Catania
Jun 4th 2010, 15:27
If someone like Dr Josie Muscat is involved it will work, if the government is involved it will fail no matter what political party is in office. How do you tell a medical tourist that we are out of the medication he needs or come back next week for your medication ?
lesley kreupl
Jun 3rd 2010, 21:04
Before inviting tourists here for medical treatment, I would suggest the public conveniences in all tourist destinations are refurbished, otherwise we might find ourselves with a cholera or typhoid epidemic on our hands. The toilets at Dwejra today were absolutely disgusting as they were both blocked and the floors were flooded. It is not the tourists fault as the fittings are so old that the flushing systems no longer work correctly.
Vincent Scerri
Jun 3rd 2010, 20:18
Good move by Dr. Demarco. With some good planning we can tap another tourism niche. Lauds also to Dr Stephen Micallef.
Maybe part of St. Lukes could be of use.
Les Feakes
Jun 3rd 2010, 18:54
I hope they have all necessary medication in stock, as for the locals, they seem to have to suffer, many times i had to pnone.. Gozo hospice to ask if my life threatening medication as signed by my doctor is in stock. I also hope they issue ticket machines and the pharmacies are open at 8 hrs a day and not handed a piece of cardboeard with a numger written on it, what about medical records?are the Maltese doctors up to British standard. Lesly Feakes Gozo
Phil Press
Jun 3rd 2010, 15:22
WILL THERE BE ENOUGH MEDICATION ??
M.Bezzina
Jun 3rd 2010, 21:41
or enough beds you meant to say!!
J Brownie
Jun 3rd 2010, 14:43
Smart initiative ...... but Oncology as one of the identified strenghts ? as far as I know we only have 2 Oncolgists in Malta , and one is within pension age .
P. Gauci
Jun 4th 2010, 03:04
There are another 2 new oncologists now. Dr. Refalo and Dr. Magri. There are many Maltese patients who are already being treated in private hospitals rather than at Boffa Hospital.
Brian Darmanin
Jun 3rd 2010, 14:32
Why is this suddenly in the news? MTA had launched Malta's medical tourism product in the UK in 2007, had advertising campaigns based around medical tourism in Malta and also has a section on its website (http://www.visitmalta.com/healthcare) indicating where to go and what do do regarding medical tourism in Malta ....
"He (Dr de Marco) said that Malta will be initially marketed as a medical tourism destination in the UK and then in the rest of Europe and North Africa. Efforts, he said, should be made to establish contact with Britain’s NHS to investigate the possibility of establishing a programme to send British patients to Malta"
seems like someone inside MTA hasn't really briefed the Parliamentary Secretary that MTA has been doing exactly what he said will be done for a good 3 years ....
Gino Schiavone
Jun 3rd 2010, 14:30
When it comes to Medical Tourism there are certain elements that Medical Tourists look for. First of all it has to make sense price wise in that the operation and treatment and recovery in a foreign country will make sense, or to treat a particular condition you would need a typical waether and facilities. In Malta's favour the weather is definitely a plus as while recovering here the weather will help. The Spas in our hotels are truly more leisure oriented but nothing stops them in turning into medical spas- that brings the issue of having trained personnel employed in the spas including nurses and psychologists and personal trainers geared for the special population along with specialized equipment and treatments.
Malta has to look at the competition on this front from countries who have sinilar weather and cvheck on pricing- if there is no similar research and a report then our direction for attracting Medical Tourists will be futile. Of course there are several other elements to consider- including the adaptability of a hotel room during a recovery phase including the diets being offered by the hotel itself. Most important Price for the whole package.
lgalea
Jun 3rd 2010, 14:11
Nice effort but first we have to have a state-of-the-art-service in a state-of-the-art-hospital for Maltese citizens and have the necessary staff.
Aldo Gatt
Jun 3rd 2010, 14:03
The current culture of no blame in a minute community of health care professionals that are prone to cover for each other would need to change. Just one serious incident could cripple the tourism sector.
Mathilde Debono
Jun 3rd 2010, 13:55
If Malta has a huge problem of lack of medical support - as evidenced by the promised recruitment of hundreds of foreign nurses - how could we promote the island as a medical tourism destination? Or are we planning to exacerbate the problem before we even recruit the missing nursing staff? Nafu x'ahna naghmlu jew?
Joe Grima
Jun 3rd 2010, 13:48
This is long overdue but nonetheless a step very much in the right direction. Malta can offer medical services of the highest quality to visitors who have to wait long periods for their medical needs in their own countries. In addition, the value added on medical tourism is high. Medical tourism can be, indeed, a source of a new, high income for Malta
Joe Fenech
Jun 3rd 2010, 13:43
And how can you promote Mater Dei? That's a public hospital! Any more clients and the Maltese will be waiting for even more years before getting an appointment?
Don't tell me that the government is also promoting privatr hospitals? Those need to get their own clients!
Joe Fenech
Jun 3rd 2010, 13:41
In the UK???? How stupid, don't you know that through EU agreements, EU citizens will have to be granted free health???
Ivan Camilleri
Jun 3rd 2010, 13:41
First get rid of our long waiting list and then we see
Jesmond Micallef
Jun 3rd 2010, 13:32
There is indeed very innovative thinking here with very good potential. I relate this to some places in Germany I have been to, called "Kurorten". These places have the title prefix of "Bad" given to them in order to distinguish them from the rest. These places are normally associated with clean air, natural serenity, lovely nature walks and also healthy water springs, such as thermae. The German Health Service does provide the opportunity for individuals to spend a couple of weeks, maybe even more, at these places.
Gozo has very good potential here !!
With my very best wishes to this new developement.
M Tabone
Jun 3rd 2010, 13:17
Well done Hon de Marco, excellent initiative with high value-added content - macro politics. The need to set the ball rolling with the collaboration of all stakeholders. The key is value for money and putting customer first. If we manage to convince the global market that we have consistent and top-class health care supply services, interest and demand will surge – the market is there, but also competition. Yet we have lots of strengths and credentials to enable us tapping such niche market successfully. GOZO can have an important role if we want to sell a complete package.