„Health and Beauty Consortium" as an example of cooperation and building brand image of spas and health resorts

„Health and Beauty Consortium" as an example of cooperation and building brand

image of spas and health resorts

"MORE THAN 50 COUNTRIES TREAT MEDICAL TOURISM AS AN ELEMENT OF ECONOMIC DEVELOPMENT AND

NATIONAL STRATEGY„

IMTEC, MONACO, 2013,

Market growth is estimated at over 15% per year. Poland may become one of the three most promising European destinations for foreign patients.

Grail Research,2009

The perspective of 2020

Cooperation, co-branding, mutual benefit territorial marketing

CO-OPETITION = COOPERATION + COMPETITION

consortia, cluster, networking products ?

Why?

Lack of network functionality reduces the competitiveness.

Lack of recognition and scattered distribution channels limit the sale

Consortia allow primarily for the construction of a common network and brand, and its sale.

This trend of consolidation relates not only to hospitality industry but also to identical products as convention centers, spas, music festivals,

rural tourism and others. 

Spa and health tourism

Poland’s Poland’s Marketing Strategy for Marketing Strategy for thethe TTourism ourism ssector ector for for 2012 – 20202012 – 2020

…”The effective implementation of tourism policy depends on the dynamics of public-private partnerships and the

activities of local and regional authorities”.

Programme of tourism development until 2020Programme of tourism development until 2020Wellness & SPA one of priority areas for the development of tourism in Poland

Poland Marketing Strategy for 2012-2020Poland Marketing Strategy for 2012-2020Promotion of health tourism and Wellness & SPAPromotion of health tourism and Wellness & SPA

Medical Tourism Promotion Programme realized by Medical Tourism Promotion Programme realized by the Ministry of Economy the Ministry of Economy

Aims at creating strong Polish brands recognized worldwide and associated with the country of origin .Promotional activities undertaken in: Denmark, Sweden, Norway, Germany, Russia, Great Britain and USA

Together or separately?

We need to clearly distinguish between taking over tourists by different entities in the region (acting individually) and being able to provide tourists with synergistic offer where various entities provide complimentary services in the region. It will bring common advantage and total increase in the number of tourists.

Current understanding of the tourist offer

M. Kachniewska

Targeted approach to the tourist offer of the region

M.Kachniewska

Segments of modern consumers do not fit the approach. „The resource" does not

attract the same qualities if they do not see the benefits, which provide them with an unforgettable experience, experience

during your stay.

PEOPLE DO NOT BUY PRODUCTS, THEY BUY EXPECTATIONS AND BENEFITS.

Unique Selling Proposition = Unique Emotional Proposition

Strength in business does not come from products or factories. It comes from the human consciousness. (A.

Ries)

New touristThe modern tourist does not wonder where to go but ....

why! Characteristics of a new tourist:

- independence (autonomy) - previous experience

  - orientation on modern technologies  - quality orientation (value for money) and expectation of the

highest quality for a good price.  - increased activity, curiosity about the world and different

cultures,   - increased number of trips during the year (but relatively

shorter trips)- sensitivity to the problems of environment and social

Birth of digital tourist

A new concept of leisure time important for spas: B2L - bleisure

Product of „0 km”

Who is the contemporary senior?

Modern seniors• Old age is a state of

mind• They feel and act as if

they were still young• Masters of the

situation• Selectively open for

technological innovations

• New experiences and challenges

• Financially secure

Traditional seniors• Oldness is a physical

characteristics• Willing to acts one’s

age• They are puppets• Repulsion for

innovative technologies• Stability and routine

providing a sense of security

• Fear for financial insecurity

Senior (50+)....

ACTIVEMOBILE

FINANCIALLY STABLESURFS THE WEBSOCIABLE

FUTURE PLANNINGFULFILLS DREAMS

TAKES CARE OF HEALTH

WELLBEING

Contemporary health resort Contemporary health resort is not a hospitalis not a hospital

Characteristics of customersCharacteristics of customers::Group I Group I – seniors – affluent, willing to – seniors – affluent, willing to invest in their healthinvest in their healthGroup II Group II – people of various age willing – people of various age willing to improve their health and undergoing to improve their health and undergoing rehabilitation (health resort visitors, rehabilitation (health resort visitors, patients)patients)Group III Group III – relatively young age, active – relatively young age, active business people– looking for good business people– looking for good services, expecting fast and effective services, expecting fast and effective resultsresults

Cross-linking products, recommendation systems, certificates

„„Health and Beauty” ConsortiumHealth and Beauty” Consortium- constitutional meeting – February constitutional meeting – February

20132013

- May 2015 - the Consortium consists of 39 members who signed declaration of cooperation within

the consortium

Benefits of the consortium as a whole • product diversity• effective and efficient marketing• branding• lower costs• building of local identity • synergy of public and private sector• the possibility of strategic planning and analysis

• The possibility of joint services purchasing (energy, laundries ...)

• Sharing promotion costs•Improve the quality and competitiveness of the product•Additional benefits for members of the consortium

Customer Benefitswarranty standard

easier and faster purchasewider choice of services

Benefits for members of the consortium

„Health and Beauty” ConsortiumAIM

Improvement of strategy aiming at increasing interest in medical

tourism and wellness & spa offer of Poland

The Consortium tasks: a)Marketing integration of the sectorb)Product commercialization and promotion

,,

„Health and Beauty” ConsortiumMain tasks:a) Organization of promotional events on domestic and foreign markets (separately or in cooperation with PTO and RTOs or LTOs) b) initiating conduction of statistical and marketing researchc) transfer of knowledged) service quality certification system (optional)

The consortium plans

• Certification of SPA & wellness facilities

• Certification of health resorts and medical tourism services

• Conversion of consortium into cluster?

• Conducting trainings and introduction of regulations on quality standards and services for foreign visitors/patients

• cooperation with B+R

•PTO Experts’ Day „Current trends on SPA & Wellness market” – TOUR SALON, Poznan•„There’s nothing like Poland” – 2 episodes of travel series in TVP1 dedicated to health resorts, SPA & Wellness •Publication „Poland wellness & medical” – three language versions

The activities in the years 2013-2015

The activities in the years 2013-2015

•Wellness & SPA, medical toursim were the major parts of the Pollish National stand during the ITB 2013 .•15 members of the consortium promoted under one brand including 4 clinics and 11 sanatorium complexes and SPA&Wellness

• study tours and press tours•ATL + BTL•European SPA Congress, Warsaw– march2015 – PTO experts panel

No matter in what legal form Polish spas would function; it is important for their sustainability to define the demand and adapt them to existing supply, as well as changing needs of society considering its wealth and awareness of health-seeking behavior..

HOW FOREIGN VISITORS SEE POLISH SPAS?

It is necessary to eliminate all the weaknesses of health

resorts in the fields of services quality and commercialization

Thank you for your attention