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.