Health Tourism Destination Development

HEALTH TOURISM DESTINATION DEVELOPMENT Mercury Advisory Group

Step 01 Supplier /Destination Readiness Audit; Gap Analysis, Market Analysis, Competitor Analysis

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Ideation / elaboration

Post-Launch Continuous Quality Improvement and Destination Development

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Determine Unique Destination Assets and Give Shape to the Brand

Feasibility Analysis and Market Research

Measurement & Evaluation

Business Decisions, Organizational Development

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Staff training and Capacity Development

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Cluster Formation and Organizational Development

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Referral Development, Marketing and Advertising Create Global and Target Market Awareness

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Connect with Referral Sources and the Market

www.mercuryadvisorygroup.com Š 2014. Mercury Advisory Group. All international rights reserved.

+1.303.823.4662

Health Tourism Destination Development Health and medical tourism is not just a business opportunity for a group of clinics and hospitals. Health tourism is a destination opportunity for economic and capacity development. It enables a wide range of small and medium enterprises into a local or regional value chain economic and service cluster that includes transportation companies, tour operators, hospitals, physicians, hotels and restaurants, and so much more.

At Mercury Advisory Group our experts have worked on six continents and more than 100 countries. As a result of those experiences, we’ve distilled the health tourism destination development process into six distinct steps that every health tourism destination must work through regardless of the business model they ultimately select:

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Ideation / elaboration Feasibility Analysis and Market Research Business Decisions, Organizational Development Referral Development, Marketing and Advertising Staff training and Capacity Development Post-Launch Continuous Quality Improvement and Destination Development

Our Exclusive, Step-by-Step Health Tourism Destination Development Program Health Tourism Destination Development is distinctly different from individual provider/supplier health tourism readiness. Our team members are experienced healthcare and hospitality executives, managers and nurses. If a hospital needs assistance with medical tourism service line expansion, accreditation preparation or staff training and referral development for their individual business unit, we can help.

Most experienced, professional healthcare business management consultants have some experience with service line expansion programming, marketing, and business development. The scope of work for Health Tourism Destination Development is far more involved and comprehensive. Health Tourism Destination Development is generally undertaken by a multi-disciplinary task force that includes representatives and decision-makers from government agencies involved in economic development, foreign trade and investment, visa and immigration, infrastructure, ICT, post-secondary and professional education, vocational training, airport authorities, government tourism offices, hotel associations, hospital associations, medical societies, urban and regional planning, banking and foreign currency exchange, and to a lesser extent the public health agency. The task force works with individual healthcare and hospitality

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providers, resort and spa investors and developers, finance partners, and small business owners and suppliers involved in the local and referring health tourism value chain.

Our core services strength and domain expertise is in working with Health Tourism Destination Development project directors and often entails discrete tasks and activities as outlined in in the high-level list below: 1. Product ideation elaboration (the product is the entire destination experience, not the medical care) o Broad enough to be comprehensive o Anchored enough to the realities of implementation 2. Feasibility Analysis and Market Research o Provider and Supplier Readiness Audit and Gap Analysis o Destination Market Analysis o Competitor Analysis 3. Cluster Formation and Organizational Development o Destination Branding Objectives o Cluster Ownership Model (Investor, PPP, Other) o Supplier Participation Criteria (Hospitals, Physicians, Clinics, Hotels, DMCs, Transport, others) o Corporate Formation, Bylaws, Standards, Provider Participation Agreements o Brand Development Strategic Plan o Cluster Daily Support Operations & Management Infrastructure o Business Process Development and Management Systems 4. Referral Development and Marketing o Customer Identification  Identification of Internal Customers  Identification of External Customers  Analysis of Addressable, Served and Target Market o Facilitator and DMC /Travel Agent Relationships  Competency Criteria  Destination Market Knowledge  Measured Professional Experience & Training  Professional References  Professional Liability for Errors & Omissions  Outcomes /Accountability Measurement & Evaluation  Specific Training for Referral Partners: “How to Properly Represent the Brand”  Professional Conduct  Regulatory Compliance (by law / by contract)  Dispute Resolution  Electronic Communications Privacy and Security  Data / Client Mishap Disaster Preparedness & Recovery o Destination Advertising and Promotional Strategy  Brand Standards Development  Use of Name / Logo / Trademarks

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Website and Media Development Cluster Promotion and Advertising Standards  Messaging and Image Standards  Ethical Presentation of Statistics  Cluster-Supported Promotional Activities  Fam Tours  Trade Shows and Conferences  Individual Provider Promotion and Advertising Standards  Messaging  Ethical Presentation of Statistics  Consequences for Non-compliance  Dispute and Complaint Resolution 5. Training and Capacity Development o Curriculum Development  Post-Secondary Education  Professional Training (Physicians)  Allied Health Professions (Nurses, Therapists, Technicians)  Healthcare Administrators and Health Tourism Business Managers  Healthcare Financial Management / Revenue Cycle  Hospitality Management  Culinary Schools (Special Diet Requirements)  Vocational Training o Specialized Training  Cultural Sensitivity  General Foreign Language Training  Medical Foreign Language Training  Revenue Cycle and Insurance Contract Negotiations Training  International Medical Records Management & Transfer  Accreditation Preparation  ISO – Preparation  International Patient Department Customer Service Training  Visa and Immigration Training  Regulatory Compliance Training  Sales and Destination Brand Representation Training  Hospitality Staff Training (Security, Restricted Diet, Spa Personnel, Housekeeping)  Airport /Airline Staff Training (Wheelchair attendants, Ramp Agents, Flight Attendants, Travel Agents, Reservation Agents) 6. Post-Launch Continuous Quality Improvement and Destination Development © 2014. Mercury Advisory Group. All International Rights Reserved.

We Make it Easier to Succeed as a Health Tourism DestinationTM 3

Our Health Tourism Destination Development Program Maria Todd’s Health Tourism Destination Development Program is highlighted in her recently released book titled, The Handbook of Medical Tourism Program Development.

The Health Tourism Destination Development Program is a comprehensive package of services, documents and templates, model forms, policies, procedures, and other curricula and protocols designed to support you and your staff in each of the areas you need to focus your attentions to get off to a solid start.

The program includes: 1. A detailed outline for everything you’ll need to know to plan, launch and thrive as a health tourism destination.

2. A complete collection of easily-edited forms, policies, business process outlines, procedures and document templates to save you time and money and avoid costly mistakes that could endanger the brand, or worse, endanger patients and workers!

3. Working draft documents that your attorneys and regulators can review for final approval 4. A complete branding strategy and implementation protocol 5. A step-by-step referral development program with a comprehensive outline and action plan that addresses referral relationships with facilitators, DMCs, travel agents, and others.

6. A comprehensive destination marketing blueprint that integrates online and offline marketing, website development specifications, advertising, public relations, social media marketing, print, video, and local advertising and public relations activities.

Our experts will guide you through the processes and procedures from ideation through post-launch so that you won’t overlook critical details.

Maria’s team will become an extension of your staff, explaining and overseeing details, action items, and supporting you every step of the way. You’ll meet with her and her team once a week by web-conference or telephone to keep the project going on schedule and on budget. On request, Maria’s will also step in and handles any of the tasks necessary — including market research, standards and criteria development, web design specifications for functionality and idiomatic translation, curriculum development for staff training, provider relations and communications, network development, and accreditation preparation for flagship

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healthcare facilities. We work closely with your cluster partners and administrators, medical group managers, legal advisers, web programmers, and your marketing and business development specialists to help you meet and exceed your stated goals.

Health Tourism Destination Coaching Program Our Health Tourism Destination Coaching program is designed for government agencies, health facilities, physicians and other stakeholders who want to pursue their own destination development independently and want an experienced adviser or sounding board. We help developers who have already begun – or plan to begin — the health tourism destination development process on their own and need a little additional guidance. Maria’s Health Tourism Destination Coaching option makes it easy for you to purchase blocks of time for phone coaching from a health tourism expert to use as you need it.

Are you Already a Health Tourism Destination?

You may have paid other consultants hundreds of thousands of dollars over the term of your contract…

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Are you disillusioned with promises not kept by your current consultants?

Would you like immediate access to a remediation expert that can take what you have already done and improve on it?

Do you feel you are paying too much money and receiving too little value…for services that neither you nor your customers benefit?

Have you been lured into spending money and time on conference stands and visibility but find the infrastructure to effectively run the business is missing?

In addition to our core business, developing health tourism destinations and regional cluster formation, we also provide ongoing support services for destinations and regional clusters previously developed by other consulting firms. These services include organizational development, operational infrastructure, governance, quality and safety criteria, referral relationship development, day-to-day management, brand standards enforcement, ongoing operations management, accreditation, training and marketing support.

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Practice Leader Maria K Todd, internationally recognized doyenne of Health Tourism Destination Development strategy and operations.

In 1991, Maria Todd left a large national HMO Provider Relations role to work as the Executive Director of an integrated health delivery system in Aurora, Colorado. For nearly 20 years, she has been a internationally recognized authority on health systems management, managed care program development and administration. Her experience is extensive in the design and organization of integrated health systems in the USA and abroad. Ms. Todd brings the diversity of a clinical, administrative, paralegal and former to the international community. As President and CEO of Mercury Advisory Group, a Denver-based international healthcare consulting firm, she provides consulting services to doctors, hospitals, governments, investors and other healthcare providers. She manages a team of healthcare business and clinical experts which develops clinical and administrative guidelines for physicians, emerging integrated delivery groups and hospitals.

She serves as developmental consultant to several new and established integrated health delivery systems throughout the world and has consulted to the United States Military, the Veteran’s Administration, and Cleveland Clinic, among many others.

In 2010, the US Patent and Trademark Office (USPTO) granted Maria Todd the registration of a new term of art, the Globally Integrated Health Delivery System® for her application of the integrated health system concept and operations to the medical tourism and health travel arena. She built the first and only globally integrated health delivery system which combined all the elements of ACO accountability, predictive modeling, case management, provider credentialing and privileging, quality, safety, clinical outcomes and patient satisfaction metrics, telehealth and telemedicine technology applications, electronic medical records, international cloud-based data and privacy security, and TPA operations for provider claims settlement and bill audit. To this, she added a fully-documented system to manage complex and specialized health travel logistics coordination to the mix.

Ms. Todd lectures nationally and has personally conducted over 2700 seminars, webinars and educational programs on managed care and integrated delivery system development since 1993, with well over 60,000 attendees. She is available to address physicians and hospitals as well as state and national associations on these and other issues.

She is the author of a number of best-selling healthcare management handbooks, including, • • • •

The Managed Care Contracting Handbook, 2nd ed The Physician Employment Contract Handbook, 2nd ed IPA, PHO, MSO Development Strategies Physician Integration and Alignment: IPA, PHO, MSO, ACOs and Beyond

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The Handbook of Concierge Medical Practice Design The Handbook of Medical Tourism Program Development The Medical Tourism Facilitator’s Handbook The Employers’ Guide to Medical Tourism Benefit Design

Additional Services We Offer for Health Tourism Destination Developers and Individual Providers Ongoing services for Health Tourism Destination Developers and Providers • • • • • • • • • • • • • • • •

Interim Service Line Management / Manager Recruiting Patient Satisfaction Measurement Mystery Shopping Your Competition Market Research / Strategic Planning / Feasibility Study Referral Development with Employers and Insurers International Hospital Accreditation Preparation (JCI, DNV, ISO and others) Staff Training for the International Patient Relations Team Health Insurance Contract Negotiations Trade Missions to Develop Referral Relationships Website Development / Updating / Redesign / Idiomatic Translation Telehealth / Telemedicine Implementation Executive Checkup Program Development Thermal Spa and Rehabilitation Programming for Medical Travel Dental Tourism Development Wellness Tourism Package Development Drug & Alcohol Rehab and Recovery Programming

Talk with us and discover the Mercury Advisory Group difference. +1.303.823.4662

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