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If you build it, they will come.
One can surmise how much those famous words have helped push many
ventures to fruition. Whether it’s on celluloid or in real life,
there’s no arguing with the timeless axiom’s weight and
effectiveness in simply getting things done. After all, the formula
behind it is simple: vision plus pro-activeness plus faith equals
success.
Given that, it is apparent such a formula was at
work during the 4th World Health Tourism Congress (WHCT) hosted by
the DOT (Department of Tourism). In light of the DOT’s efforts to
promote the Philippines as the new medical hub of Asia, the event
brought corporate and institutional buyers from all over the world
to network with local solution providers.
So true to the adage above, it was a clear case
of “if you host it, they will come”—because come they did. A
number of foreign delegates flew in for the event in search of
potential partners who can provide quality and affordable healthcare
alternatives for their fellow citizens.
Held at the Sofitel Philippine Plaza last March
26-28, 2009, the WHTC saw health officials and executives from
companies hailing from the Middle East, the United States, Europe
and Australia. Among these were Continental Medical Solutions,
Global Med Choices LLC, Health Travel Guides, the Federal Ministry
of Health Sudan, Kapico Travels & Tourism, the Ministry of
Health Libya, National Health Insurance (Daman), Qatar Insurance
Company, Resort Destination Marketing LLC, the Saudi Armed Forces
Medical Services and Surgery Planet.
Local providers from hospitals and clinics,
medical travel facilitators, spas, health resorts, ambulance
companies, as well as tourist agencies participated as well. Among
them were The Medical City, St, Luke’s Medical Center, George
Dewey Medical Center, Makati Medical Center, Asian Hospital and
Medical Center, Asian Eye Institute, Health and Leisure-Gulf Express
Corp., The Zen Institute (Medical Spa), Capitol Medical Center,
Global Vital Source, Manila Doctor’s Hospital, Medical Center
Manila, National Kidney and Transplant Institute, Philippine Heart
Center, St. Frances Cabrini Medical Center, Tagaytay Hospitals,
University of Sto. Tomas Hospital, World Citi Medical Center,
Philippine Retirement Authority, Noli Center for Alzheimer’s and
Elderly Care, Philippine Dental Association, Cebu Doctor’s
Hospital, Chong Hua Hospital and Perpetual Succour Hospital.
However, beyond the attendance of foreign
delegates, the WHTC marked a major step for the Philippines as it
emerges as a prime player in the medical tourism industry. With the
global economic downturn prompting many developed countries to look
elsewhere for more affordable—yet quality—health care, the
Philippines’ hosting of the WHTC came at a very opportune time.
“This Congress is an opportunity, a potential
tipping point, for us to give major decision makers in the global
health industry a convincing glimpse of our capabilities to meet
their clienteles’ needs,” said DOT Secretary Joseph Ace Durano.
“At the same time, this is the perfect time for us to reinforce
our reputation as a passionate and caring people, which of course,
is what humanizes medicine and makes the big difference in the
wellbeing of a patient.”
Integrated healthcare
A big question loomed over the thoughts of many
delegates, one that was left unasked in the interest of propriety.
But still, it was a valid question: How does the Philippines, a
developing country, present itself as a place for developed nations
to send their ill?
This query was something that Medical City
President and CEO Dr. Alfredo Bengzon brought up during the plenary
session that kicked off the three-day event. And his answer: “This
Congress gives us the opportunity to put it all together.”
True enough, the Congress was able to answer the
query through the conferences and B2B (business to business)
sessions—pre-arranged one-on-one meetings between buyers and
providers—where the county’s topnotch services, facilities and
expertise were presented as one integrated strength. Several
providers offered their services in packages that covered everything
from travel, lodging, tours with the medical component at its core.
The diverse set of providers at the WHTC answers
the needs of many medical travelers who wish to get treatment
overseas and go on vacation as part of their recovery. Delegates
looking for hospitals were also able to network with travel
agencies, wellness spas, retirement homes and other specialist
centers with which they can consider sending their patients, too, as
part of an entire package trip.
Expectations, Experts and Presentations
Quality, professionalism, hospitality,
availability—when it came to expectations, almost all of the
delegates had similar ones in mind. Because just as they are
searching for affordable alternatives, they still want the best for
their patients.
“We expect world-class service with great
hospitals,” said Abu Dhabi Company for Onshore Oil Operations
Chief Medical Officer Dr. Saleh A.H. Al Messabi in his speech during
the plenary session held on March 26. Dr. Constantine Constantinides,
CEO for Healthcare Cybernetics, echoed this by saying, “Quality is
not negotiable.”
Indeed, nothing ever is negotiable when it comes
to healthcare and Filipino medical professionals know that all too
well. During the conferences and workshops, leading physicians
presented the capabilities of their hospitals that are at par with
some of the best in the world. Participants such as St. Lukes
Medical Center and The Medical City impressed delegates with their
size and first-rate equipment, at one point even drawing questions
if their largeness ever posed a hindrance to the care of their
patients.
“It is difficult but there’s a system and
supervision is close,” answered St. Lukes’ Dr. Joven Cuanang,
Medical Center SVP for Medical Affairs. There are upsides and
downsides to being a big hospital, added Dr. Bengzon but “it is
part of our strategic orientation. The large size fits our decision
to assume a leadership role.”
Part of that role includes specialized
healthcare that several experts from different providers touched
upon. Among them was Dr. Samuel Bernal of The Medical City, an
authority on biodegenerative medicine, who lectured why customized
cancer treatment is the only way to treat the dreaded disease
compared to the traditional one-size-fits-all method. He underscored
the importance of using a multidimensional approach, drawing from
various disciplines like chemistry, biochemistry, molecular biology
and medicine, to properly diagnose and care for a patient.
Another area of specialty that was covered was
heart surgery.
So advanced is the Philippines that own low
mortality rates rival American hospitals such as Brigham &
Women’s Hospital, Cleveland Clinic, Stanford Hospital and John
Hopkins Hospital. The technological advances of the Philippine Heart
Center has grown in leaps and bounds, allowing it to do more heart
surgery than all the local hospitals combined.
Taking the lead in renal and urological diseases
as well as organ transplantation is the National Kidney and
Transplant Institute. In his presentation, the hospital’s
Department of Urology Chairman, Dr. Dante Dator, shared that apart
from Mexico and Canada, they are the only ones who offer High
Intensity Focused Ultrasound (HIFU) treatment for prostate cancer
patients. HIFU, Dr. Dator explained, is a minimally invasive, no
radiation procedure, which is an ideal alternative treatment for
patients.
From the presentations of these doctors, the
delegates clearly saw that the Philippines is ready, facility and
expertise wise, to accept patients with complex illnesses.
Taking Care of Business…
to Business
Though it’s the patient who will ultimately
benefit in medical tourism, everything starts off with the buyers
and providers. “The industry is becoming more of a business to
business,” said Singapore Medicine Advocate Dr. Jason Yap. The
primary relationship, he expounded, is with the business partners
since the two are involved from the beginning to the end of a
patient’s treatment.
It made perfect sense then to use the same model
to help buyers and providers network. At the B2B sessions, providers
got to promote their services and answer inquires from buyers.
Providers expressed high hopes that their exposure at the Congress
would lead to eventual partnerships and an influx of patients. “We
want people out there to know that there is a facility such as ours
in the Philippines,” expressed Dr. Rosa Carpio, Noli Alzheimer
& Elderly Care Center Medical Director. She said that they
already care for foreign patients who have arrived at their doors
via word of mouth but of course, tying up with other companies is a
welcome alliance.
“It [B2B sessions] went well for me,” shared
Cuthbert Elkana Dube, Group CEO for Premier Service Medical Aid
Society from Zimbabwe. Dube mentioned that he was particularly
impressed at the level of professionalism of the providers and is
considering some of them.
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