Page 1
Results from a Familiarization Tour
in 53 Sanatoria of Crimea-Ukraine:
State of Art and Perspectives of the Crimean
Medical Tourism Product Offer
Stella Tsartsara (Greece)
prof.Vlad Iezhov, prof.Valentina Poberskaya (Ukraine)
Autonomous
Republic
of Crimea
[email protected]
Page 2
State of Art and Perspectives
of the Crimean Medical Tourism
Product Offer Famtour of 53 Medical Resorts and 1 University Clinic in
Crimea Nov-Dec 2012
Professor Yezhov: Natural and recreational resources
of Crimean MT
Professor Poberskaya: Medical and Health
enhancement Programs in Crimean Medical Resorts
Stella Tsartsara: Team Leader EU TA: benchmarking
the Crimean MT Resorts and their Product Offer
Page 3
The increasing life expectancy is accompanied by improvement of its quality
The THIRD AGE - the period of the free active life, which begins with retirement.
"Do not add years to life, but life to years!"
travels
visits
hobbies
collecting
learning
other new interests
…and diseases 3-age
90% of adult diseases associated with aging
Page 4
Crimea –
medical and health Resort
Page 5
Health tourism
Medical tourism
Health and Medical tourism in Crimea
YALTA
YEVPATORIYA
SUDAK
ALUSHTA
FEODOSIA
KERCH
SAKI
Page 6
rheumatology
general medicine
orthopedics
dermatology
neuropsychiatry
cerebral palsy
rehabilitation of disabled people
oncology
gastroenterology
effects of ecological disasters
cardiology
gynecology, urology
tuberculosis
pulmonology
MEDICAL SPECIALIZATION
CLINICAL INDICATIONS
FOR TREATMENT IN CRIMEAN RESORTS
YEVPATORIYA
YALTA
ALUSHTA
SUDAK
SAKI
FEODOSIA
KERCH
Page 7
EFFECTS OF TREATMENT IN CRIMEAN RESORTS -
restoration of ecological balance, non-invasive addition of
nutrients, activation, relaxing, harmonizing et al
• climatotherapy
• thalassotherapy
• drinking mineral water
• balneotherapy
• pelotherapy
• kinesiotherapy
• modern equipments
• complementary methods
Page 8
THE GOOD NEWS FOR ACTIVE PEOPLE!
(fact of the association of the active lifestyle
and active aging)
• At age 75, predicted 10-year survival across the range of gait speeds ranged from 19% to 87% in men and from 35% to 91% in women.
Third age patient with
Dr. Stephanie A. Studenski MD, MPH, Professor of Medicine
Director of Research, Division of Geriatric
Medicine, Staff Physician at the GRECC,
VA Pittsburgh Healthcare System
Stephanie Studenski et al GAIT SPEED AND SURVIVAL IN
OLDER ADULTS // JAMA. 2011 January 5; 305(1): 50–58.
from www.getmummoving.com.au
Page 9
NORDIC WALKING IN CRIMEA - the method of
active open-air climatotherapy
1912
2012
Russian Tsar Nicholas II
and Her Majesty Empress Alexandra
(Livadia, 1912)
.... 100 years later at the same location
Page 10
DAYTIME MONITORING AND COMPUTER ANALYSIS
INDIVIDUAL GRAPH NORDIC WALKING
Page 11
HEALTH EFFECTS NORDIC WALKING
• actively working hands, neck and shoulder muscles
• creating the correct gait
• optimum load on the spine
• improving balance
• reduce the load on the legs (especially important for arthritis of the joints of the lower limbs!)
• training of up to 90% of body muscles
• aerobic exercise, the increase of maximum oxygen consumption by 20-25%
• improving ventilation, mental and emotional status (fresh air, marine ions, volatile)
• Improving vision and cognitive function
• various indications for use
A
B
C
D
E F
Page 12
Phttps://www.youtube.com/watch?v=Ql_NizYVgZAL
E 1-2-3-4 AGE COME TO CRIMEA!
Page 13
Ukrainian SRI of medical rehabilitation and balneology
Recovery and rehabilitation
packages
Page 15
Improving patients’ life quality
Minnesota questionnaire SF-36
Physical
state
Physical workability
General
health
Emotional
state
Psychological health
Pain
Rehabilitation effect
life activity restriction
fully
restored
partially restored
0
30
60
90
Page 16
THE TRULY HEALTHY ADULT
SURVIVOR OF CHILDHOOD CANCER
Rehabilitation programs
for children with cancer
Page 17
Acute lymphoblastic (ALL)and myeloid leukemia (AML)
ALL — 70% survivability AML — 50%
ALL frequency — 3,3 cases to 100 000 children population
endocrinological
consequences
cardiological hepar
neurological
Page 19
Rehabilitation program
general individual +
aromatherapy
balanced nutrition
kinesiotherapy (individual)
drinking mineral water
climatotherapy
programs of psychological patient
and family support
balneotherapy
Page 23
MONITORING
2-5 years more than 5 years
by 24,5%
«Quality of life»
disease remission
25,6%
by 11,7%
26,9%
* р < 0,05 from baseline
*
before
treatment
after
treatment
in
2 years
*units *
before
treatmen
after
treatment
in
2 years
*
Page 25
National Center for Paralympic and Deaflympic training
and rehabilitation of persons with disabilities
Health restoration is located
in the resort area of Evpatoria
Page 26
Swimming pool 50m
Synthetic football
Page 28
Place Country Gold Silver Bronze Total
1 China 95 71 65 231
2 Russia 36 38 28 102
3 Great Britain 34 43 43 120
4 Ukraine 32 24 28 84
14 Paralympic Games London - 2012
Page 29
State of Art and Perspectives
of the Crimean Medical Tourism
Product Offer
1. What the Integrated Medical Resorts of
Crimea offer today?
2. Benchmarking of Medical Resorts
Infrastructure
1. Medical Treatment Bases
2. Accommodation and Food
3. Infrastructure
4. MICE and leisure infrastructure
3. Luxury in 3star prices?
4. Yes - but why Crimea after all?
Page 30
Criteria for Benchmarking
Medical Resorts of Crimea 1. Capacity in Medical Treatment Packages by
rate of effectiveness and innovation capacity
2. Management and Sales vision & capacity,
measured by yearly average occupancy rate
and infrastructure state of art
3. Ownership and conditions for JV and
investments – those who prevailed: the private
and the MoH of ARC Resorts.
4. State of the art of infrastructure in clinics,
accommodation and leisure amenities, by last 3
years, annual rate of internal capital investment
Page 31
Some figures
• The famtour was funded by the EU Joint Cooperation
Initiative for Crimea (JCIC) and conducted in the frame
of an EU Project.
• The Sanatoria were chosen for the famtour, according to
their Medical Product, the ownership (Ukrainian
mostly) and if they operate all year round.
• Out of 53 Medical Resorts, 17 were privately owned, 4
of Russian ownership
• Out of 53, 23 Resorts had occupancy rate in Nov –
Dec’12 from 60% to 130%.
• All of them are almost 100% occupied in high season.
Page 32
Some History
• The Romanovs’ built Dachas to cure and holiday in
Crimea.
• They ended up living most of the time in Crimea,
constructing a railway from St. Petersburg to
Crimea.
• URSS times: Full occupancy in shoulder season
and for double stay of 21 days voucher system
• In a peninsula as Sicily, 600 Resorts were built to
accommodate 300.000.000 inhabitants of URSS
• Yevpatoria was declared Child Rehabilitation City of
URSS in 1924
Page 33
Anton Chekhov was a Doctor
first and then a Writer….
The Anton Chekhov Sanatorium
Before writing the “Cherry
Orchard” he cured people
Anton Chekhov suffered
from Tuberculosis that
treated in Crimea. He
created a Sanatorium to
cure Russian Intelligentsia.
Today there is a museum in
this Sanatorium .
It canbe the Brand of
Crimean Health Travel
sector.
Page 34
What is the Target Segment of
Crimea?
• The patients that come to Crimea are NOT the ones with
a SAMSUNG Galaxy Notes smartphone.
BUT MOSTLY:
The Low and Middle Income (LMI)
segment!
LMI patients from Europe in Crisis want
to improve their health too, in cheaper
prices than in the EU Resorts!
Page 35
What the Medical Resorts of Crimea
offer today?
• The product of Crimea is Medical
Rehabilitation (not SPA)
• Some Resorts offer also non – invasive
orthopaedic surgery
• Some Resorts offer 3 in 1:
– diagnosis,
– non – invasive surgery and
– rehabilitation all-in-one.
Page 36
What the Medical Resorts of Crimea offer
today?
• The Medical Resorts in Crimea today are
Integrated, (Hotels + Clinics).
• All in One Package: 4-6 Treatments per
day, Accommodation, Food, and Leisure.
• Average price of Package: 70 euro
• Territorial Density of medical services,
natural resources, natural parks, tourism
amenities, collateral services and highly
capacitated medical HR staff.
Page 37
What means Integrated
Medical Resorts in Crimea?
Page 38
Vast Territories of 4-18 hectares of
Natural Parks with endemic species…
Page 39
…with 2-3 Clinical Bases inside this
territory, connected with the Hotels
(some of them)
Page 40
…with four buildings and more only for
accommodation in this vast territory
Page 41
…With Bed capacity from 250 to
1500 beds (2 to 5 stars)
Page 42
…With movie theatres, libraries, cafes,
from 2 to 4 stars restaurants.
Page 43
With cafes and bars…
Page 44
…and private beaches
Page 45
With Clinics & Hotels in
walking distance
Page 46
With Clinics & Hotels in short
distance
Page 47
With sports facilities...
Page 48
Internal pools and parks
Page 50
Medical Equipment State of Art in
Crimean Integrated Medical Resort
Clinics
Page 51
Medical Equipment State of Art in
Crimean Integrated Medical Resort
Clinics
Page 52
Medical Equipment State of Art in
Crimean Integrated Medical Resort
Clinics
Page 53
Medical Equipment State of Art in
Crimean Integrated Medical Resort
Clinics
Page 54
Medical Equipment State of Art in
Crimean Integrated Medical Resort
Clinics
Page 55
Medical Equipment State of Art in
Crimean Integrated Medical Resort
Clinics
Page 56
Medical Equipment State of Art in
Crimean Integrated Medical Resort
Clinics
Page 57
Medical Equipment State of Art in
Crimean Integrated Medical Resort
Clinics
Page 58
Accommodation and Food for
LMI segment …
Page 59
Accommodation and Food for
LMI segment …
Page 60
Accommodation and Food for
LMI segment but also 5 stars…
Page 61
Accommodation and Food
Page 62
Accommodation and Food
Page 63
Accommodation and Food
Page 64
MICE infrastructure for every
price package
Page 65
MICE infrastructure
Page 66
Luxury in 3star Prices?...
Page 67
Luxury in 3star Prices?...
Page 68
Luxury in 3star Prices?... (the cost of this room is 60 euro)
Page 69
Luxury in 3star Prices?... (the cost of this room is 60 euro)
Page 70
Weaknesses in selling the MT Product -
strong points for foreign Brokers/MTF
• Crimean TO are only booking in the summer.
• TO are booking rooms and are not paying if bookings
are not made! No licenced MTF.
• They do not promote the Crimean Medical Resorts in MT
Fairs. Do you see any Crimean TO here today?
• TO and non specialized Resorts Associations are
booking medical treatments! 12% liability due to
treatment contraindications!
• Referral system exists only in some Private Medical
Resorts. They make 40-70% booking from their
website. Rest is with social security voucher system
and TO booking
Page 71
Opportunities for the first to
come • Untapped market – no Joint Ventures yet, no
MTF deals yet.
• The aim is to develop Corporate MT to generate
a more systematic demand through bilateral
trade agreements.
• Private sanatoria: best MD, best Managers, best
staff, advanced marketing, sales and investment
conditions.
• They want to collaborate and modernize!
Page 72
Yes, but why Crimea?.... Because it has it all, in a small Peninsula! A Health
Improvement Industry, a Medical Resorts Park…
Just name one country and you will see that :
1. it will be too far, making it expensive to travel for rehab,
2. or it wont have the micro - climate, for health restoration,
3. or wont have integrated medical resorts but only clinics,
4. it wont have Sea And Sun, for leisure 6 months per year,
5. or it will lack of unspoiled nature, for health improvement,
6. Or of strong medical staff, for Effectiveness,
7. Or of natural medical resources, For More Effectiveness,
8. Or of such competitive prices and cheap labour force.
Page 73
“Thank you” messages in the “FOUR SEASONS” Medical Resort
Page 74
For more information on the Crimean
MT Famtour Results and
Detailed Benchmarking analysis per
Medical Resort, please send a
request to the
[email protected]
Page 75
“In Crimea we Cure - we do not
just improve Health of people”, BURDENKO Medical Resort Manager
Thank you for
your attention!