Within Poland’s economic strategy for 2012-2015, medical tourism has been selected as one of fifteen priority areas of Polish industry to receive funding from both the national government and the European Union. IMTJ spoke to Dr Ada Kostrz-Kostecka, Project Manager at the European Center for Enterprise (Europejskie Centrum Przedsiębiorczości – EuCP) about the new Polish medical tourism initiative and Poland’s ambitions in the medical tourism sector.
1. What was the stimulus for the Polish medical tourism initiative? What other areas of industry is Poland focusing on?
The promotion of medical tourism is embraced within the government’s “Strategy for tourism development in Poland in 2007 – 2013”. Medical tourism was selected as one of the priority sectors when the Polish Ministry of Economy started work on a project for Polish export promotion in 2011. The list of selected industries covers 15 sectors, including the furniture industry; jewelry industry, IT services; production of yachts and pleasure craft; biotechnology and pharmaceutical industry; production of medical equipment and instrumentation; industry windows and doors; construction, production of cosmetics; mining machinery and equipment; clothing, accessories, leather goods; polish food specialties…. And of course medical tourism!
2. Why was medical tourism chosen as one of the key industry areas?
Medical tourism is seen as one having considerable export potential and will be developed as a new tourism product. But it is important to emphasize, that we view medical tourism as a complementary service. Visitors can access health care services aimed at maintaining or improving their health status; visitors can improve their aesthetic appearance; and combine this with relaxation, regeneration of their physical well being and the possibility of visiting many of the interesting tourism attractions in Poland.
3. What are the current numbers of medical tourists to Poland? What do these patients come for? Where do they come from?
We estimate that in 2011, 300,000 foreign patients had spent around 200 million Euros on health related tourism. Poland is already a popular medical tourism destination for patients seeking dental treatment, cosmetic surgery and aesthetic treatment. Polish orthopaedic and rehabilitation services are highly regarded too. Most patients come from Germany, and the UK, some from France, the USA and the Scandinavian countries.
4. What are the objectives for the future in terms of patient numbers?
It is difficult to say. Our specialist advisors estimate the potential growth at anywhere from ten to twenty percent growth per year.
5. What specific areas of medical tourism will Poland be concentrating on?
Promotion of Polish medical tourism will be concentrating on those areas which have been popular among foreign patients during recent years, but of course not only on these areas. Poland places great focus, among other things, to cardiac care, both invasive and non-invasive. We have a very modern medical infrastructure in oncology, for example cyberknife treatment, which makes it possible to treat cancer with great precision and reduce the treatment cycle to a few days. What is more, our country has a centuries-long tradition and is unique in the improvement of health through health resort and medical spa treatments. I think these areas will be interesting for patients from abroad.
6. Which countries do you see as the prime targets for your initiative? And within those countries, what treatment areas do you think are opportunities for Poland?
The promotional programme focuses on the following markets: Denmark, Sweden, Norway, Germany, Russia, the UK and the USA. Polish dental treatment and dental cosmetics is going to be more popular in Germany, UK and Scandinavian countries. Probably in Russia too. I think Polish cardiosurgery and neurosurgery services have a chance in Europe and in the USA. In smaller European countries, for example in Denmark, technology such as cyberknife doesn’t exist. So, we have an opportunity to attract patients from Denmark to treat cancer in Poland. Our health resorts and spas are popular in Russia. We believe that we can attract Polish emigrants to the USA to our health our resorts and spas too.
7. What do you think is Poland’s competitive advantage? What makes it different or a more attractive choice for medical tourists?
Polish facilities offer high standards and highly qualified personnel, and the availability of modern infrastructure. We offer innovative treatment technologies and a high quality of services at a lower prices, up to an 80% saving, in comparison with European and American prices. Poland has an excellent location in the heart of Europe and offers great tourist attractions when you want to stay longer after recovery.
8. Who is involved in the medical tourism initiative? Which organisations are the main drivers? How are the clinics and healthcare providers getting involved?
The programme of promotion is an initiative of the Ministry of Economy. The promotional activities are implemented by a consortium consisting of the Polish Agency for Foreign Investment (Polska Agencja Informacji i Inwestycji Zagranicznych – PAIiIZ), the European Center for Enterprise (EuCP) and Ameds Centrum. The consortium has an experience in organising promotional campaigns and in medical tourism too. EuCP, which has long term experience in supporting the development of Polish enterprises financed by the European Union is the leader of the consortium.
To participate in the project, Polish clinics, health resorts and healthcare providers submit a simple application. But… in fact they have to be well prepared, providing highly qualified specialists, English speaking personnel, and modern equipment. They must have a strategy orientated to international patients and funds for implementing their strategy. Financial support from the Ministry can cover 75% of their costs, but they must finance 25% of the cost.
9. How is the medical tourism initiative being funded? Is there any funding from the European Union?
The promotion programme for medical tourism is part-financed by European Union funds as a part of the overall project implemented by the Polish Ministry of Economy – “The Promotion of Polish Economy on International Markets”, Sub-measure 6.5.1 of the Innovative Economy Operation Programme.”
10. What will you be doing to improve the capabilities of Polish healthcare providers to meet the needs of international patients?
One of our activities is to organise participations of Polish clinics and healthcare providers in international fairs and meetings with potential partners when taking part in these fairs. Our entrepreneurs have possibilities to take part in eleven different fairs over the three years. It will be a very good opportunity for them to collect information about market opportunities and potential sources of patients. In December, we are organizing an inbound programme for foreign intermediaries involved in medical tourism and health insurers. This type of activity will be repeated in 2013 and 2014. During individual meetings, our clinics can discuss the needs of patients in the source country. In September this year we organized a study tour for foreign journalists and we will repeat the programme in 2013 and 2014. During meetings with these journalists, our clinics can gather information about foreign patient requirements as well.
We cooperate with some Polish organizations and institutions who have representatives abroad, for example the Polish Tourism Organization. They share with us their research results, identifying making in countries of interest to us. We can also ask the ministry to pay for research and analysis to assist our entrepreneurs.
In our programme of promotion we provide training for entrepreneurs: marketing and customer service training. The first session will be in November this year. We know that some of clinics need training to improve their capabilities in this area.
11. How will you be promoting Poland in your target markets?
Promotion of Poland as a healthcare destination is required to attract patients from abroad, but is not our role. The Polish Tourism Organization is the main organization implementing the promotion of Poland abroad, not only in the seven target countries, but also in many other countries. In the promotional materials, prepared by us, we cover not only the hospitals and health resorts, but also the most interesting tourism destinations within Poland. We have prepared a film about the Polish tourism sector which showcases Polish beauty spots, nature, monuments and historic sites. We believe Poland is an attractive destination for treatment and for health and wellness, and we can convince foreign patients of this.
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