醫療禮賓服務公司創業計畫 - 政大學術集成

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(1)國立政治大學商學院國際經營管理英語碩士學位學程 International MBA Program College of Commerce National Chengchi University. 碩士論文政治. 大. 立Master’s Thesis. ‧. ‧ 國. 學 sit. y. Nat. 醫療禮賓服務公司創業計畫 n. al. er. io. Business Plan for a Medical Concierge Service Company. Ch. engchi. i n U. v. Student: Hwee Leng Lim Advisor: Professor Jack Wu. 中華民國一〇三年七月 July 2014.

(2) 醫療禮賓服務公司創業計畫 Business Plan for a Medical Concierge Service Company. 研究生：林辉凌. Student: Hwee Leng Lim. 指導教授：吳文傑. Advisor: Jack Wu. 國立政治大學. 學. ‧ 國. 立. 政治大. ‧. 商學院國際經營管理英語碩士學位學程碩士論文. er. io. sit. y. Nat. A Thesis. n. a to International MBA Program Submitted iv l C n U NationalhChengchi University engchi. in partial fulfillment of the Requirements for the degree of Master in Business Administration. 中華民國一〇三年七月 July 2014.

(3) Acknowledgement This thesis would not have been possible without the help of several individuals that have provided me advices and supports throughout this challenged but exciting journey in IMBA. Firstly, I would like to express most sincere thanks to Li-chi and my classmates at IMBA for encouraging and supporting me during the most difficult times of my studies, for not give up the program due to many challenges at both at work and home.. 治政大 to Prof SM Lee, Jack Wu and change my professional and personal life views, especially 立 Carol Lim for providing many insightful learnings and advices that generated has generated. Also my sincere gratitude to all my IMBA professors whom have deeply influenced and. ‧ 國. 學. many of the ideas and footprint that make this business venture and plan possible.. ‧. Last but not least, thanks to the school for having this program which have make it one of the most memorable experience for me in Taiwan. Through this program I have both learned and. sit. y. Nat. acquired a better and more rounded understand the business environment in Taiwan.. n. al. er. io. Finally to my husband, Jerome Tang and 3 beautiful kids, all these won’t have been possible. i n U. v. without their unconditional love and support. Thanks for this this remarkable journey at NCCU IMBA.. Ch. engchi. i.

(4) Abstract Business Plan for a Medical Concierge Service Company By Hwee Leng Lim There is an increase group of affluent and high net-worth personal in China and other growing region where the affordable are looking to seek better treatment and more advance care. This is especially true where many of those has little confident either in they own medical system. 政治大. or prefer seeking other alternative for certain treatments that might not available in their own country.. 立. Our business is focus in delivery special and personalize medical tourism planning services. ‧ 國. 學. for this unique group of customer. Though we targeting several similar markets but in this plan, we will focus on China. The plan explained how we create new business niche using the. ‧. unique demographic of Singapore and key strengths of our team structure and utilized the fact. y. Nat. that Singapore has the highest reputation as one of the best medical hub in Asia. Our medical. sit. concierge services target to provide our customer with the best care and best services they can. er. io. get during their stay in Singapore with their treatment and for their. Our goal is to ensure that. al. n. v i n services during their entire stay.C Inhthe plan we will cover e n g c h i U an overview of current trends in they are under the best care equivalent to the service often relates to a 5 star concierge. Medical tourism and the decisions on Singapore as our based. We will also elaborate the structure of our business on how we are capitalized the advantage of the environment to support our plan Keywords: Medical Tourism, personalized trip, value-add, quality healthcare. ii.

(5) TABLE OF CONTENTS 1.. Executive Summary.......................................................................................................... 1. 2.. General Company Description ........................................................................................ 2 Vision .......................................................................................................................... 2. 2.2.. Mission Statement ....................................................................................................... 3. 政治大 Industry Background立 ....................................................................................................... 4 Business Philosophy ................................................................................................... 3. 3.1.. Global Market Place .................................................................................................. 4. 3.2.. Growing Market & Trends .......................................................................................... 4. 3.3.. Why Singapore as Our Choice of Medical Tourism Hub? ......................................... 6. 學. 2.3.. ‧. ‧ 國. y. Nat. sit. 3.. 2.1.. n. al. er. io. 3.3.1. Market and Services environment: ......................................................................... 6 4.. 4.1. 5.. i n U. v. Legal form of Ownership – Private Limited Company .............................................. 10. Ch. engchi. Our Business Model ................................................................................................. 10. Product and Services ...................................................................................................... 11 5.1.. Products .................................................................................................................... 11. 5.2.. Services ..................................................................................................................... 11. 6.. Key to Success ................................................................................................................. 12. 7.. Marketing Plan ............................................................................................................... 13. iii.

(6) 7.1.. Marketing Environment Analysis ............................................................................. 13. 7.2.. Opportunity in China Market: .................................................................................. 14. 8.. SWOT Analysis ............................................................................................................... 16. 9.. Product Positioning ........................................................................................................ 17 9.1.. Target Market Segmentation Strategy ...................................................................... 17. 10. Competitor Analysis & Comparison ............................................................................. 19 10.1.. 政治大 Competitors Analysis – by Countries ....................................................................... 20 立. ‧ 國. 學. 10.2. Local and Key Competition ...................................................................................... 22 10.3. Price Comparisons: .................................................................................................. 23. ‧. 11. Product & Service Strategy ........................................................................................... 27. sit. y. Nat. 11.2.. Pricing Strategy ........................................................................................................ 29. n. al. er. Product ..................................................................................................................... 27. io. 11.1.. Ch. engchi. i n U. v. 11.2.1.. Services Package Estimated Average cost: ....................................................... 29. 11.2.2.. Well-Being Care – Annual Health Checks and diagnosis ................................ 29. 11.2.3.. Specialized Care Treatment Sample Price list .................................................. 30. 11.3.. Promotion & Marketing Strategy ............................................................................. 31. 11.4.. Direct Sales and Channel Strategy ........................................................................... 34. 11.5.. Trends and Future Growth Roadmap ....................................................................... 34. 12. Management & Organization ........................................................................................ 36 iv.

(7) 12.1. Company Management ............................................................................................. 36 12.2. Company Organization ............................................................................................. 37 12.3. Extended Team Advisory Panel: ............................................................................... 38 13. Operations Plan .............................................................................................................. 39 13.1. Production ................................................................................................................ 39 13.2. Location .................................................................................................................... 39 13.3.. 政治大 Personal .................................................................................................................... 40 立 Staff Structure ................................................................................................... 40. 13.3.2.. Recruitment ...................................................................................................... 40. 13.3.3.. Salary and increment Scheme .......................................................................... 41. 13.3.4.. Supplier and Partnership ................................................................................... 41. ‧. ‧ 國. 學. 13.3.1.. n. er. io. sit. y. Nat. al. i n U. v. 13.4. Startup Expenses and Capitalization ........................................................................ 43. Ch. engchi. 14. Financial Plan ................................................................................................................. 44 14.1. Sales Forecast ........................................................................................................... 44 14.2. Projected Financial Statement (3 year Projection) .................................................. 45 Reference ................................................................................................................................. 46 Appendix ................................................................................................................................. 47. v.

(8) List of Figures and Tables Figure 1 Etna 3C Service Model ................................................................................................ 2 Figure 2 Export of Health Services: ........................................................................................... 5 Figure 3 Etna Business Model .................................................................................................. 10 Figure 4 Key Wins - Partnership .............................................................................................. 12 Figure 5 Medical Tourism outlook in 2010 by BBC News ...................................................... 15 Figure 6 SWOT Analysis Table ................................................................................................ 16 Figure 7 Medical Tourism Decision Model by Smith P and Forgione. D ................................ 19. 治政大 Figure 9 Competiveness Analysis - by Countries ..................................................................... 21 立 Figure 10 Competiveness Analysis –by Local/Key Competitors ............................................. 23 Figure 8 Countries of Medical Tourism.................................................................................... 20. ‧ 國. 學. Figure 11 Price Comparison of Market vs. US......................................................................... 24 Figure 12 Medical Tourism: Consumers in Search of Value (Deloitte) ................................... 24. ‧. Figure 13 Taiwan Price list ....................................................................................................... 25 Figure 14 Etna Product and Services ........................................................................................ 28. y. Nat. sit. Figure 15 Medical Tourism Magazine ...................................................................................... 31. al. er. io. Figure 16 Etna Trend and Roadmap ......................................................................................... 34. n. Figure 17 Etna Organization structure...................................................................................... 37. Ch. engchi. i n U. v. Table 1 SWOT analysis for Etna MedConc: ............................................................................ 16 Table 2 Health Check Price List ............................................................................................... 29 Table 3 Pricelist for special treatment ...................................................................................... 30 Table 4 Salary scheme .............................................................................................................. 41 Table 5 Initial Startup cost and min budget estimates .............................................................. 43 Table 6 Capitalization Breakdown by Shareholders................................................................. 43 Table 7 Estimated Sales based on Commission basis............................................................... 44 Table 8 Projected Statement – Est. Growth at 10% increase of cost 5%.................................. 45. vi.

(9) 1. Executive Summary In the global economy today, the medical tourism is no longer a new concept but a growing trend in many countries. The primary goal of international patients engaging in medical tourism are to have access to the highest quality of health care from internationally accredited hospitals around the world at a more affordable medical treatment cost. Hence, State-of-the-art hospital facilities, excellent health care services, certified professional physicians and reasonably priced medical procedures ready available to foreigner are many of the key drivers for medical tourism nowadays.. 政治大. Thus, our initial business model will primary focus on client bases such as 1) Seeking for. 立. better medical care and State of the art facilities and 2) for those who seek specific treatments. ‧ 國. 學. unavailable or have concerned with the system in their countries, hence our initial primary focus will be new mid-age wealthy Chinese. As described by Renée-Marie Stephano,. ‧. President of the Medical Tourism Association® that there is a wide gap in the medical services for what the wealthy patients expect and receive in China and also are concern about. sit. y. Nat. mediocre treatment, limited choice of physicians and medical negligence in the country. er. io. Etna MedConc, has chosen Singapore as our initially business setup location as it has an. al. v i n Cwith combination for best medical care lower U cost comparing with the US/EU which h erelative hi n c g are location where most affluent will consider for comfort exclusive trip. n. environment with the best potential to provide the best for value for money by – with the. Our Marketing Strategy, is target our services in 3 areas – exclusive clubs and association members with high net worth and corporate executive travel.. 1.

(10) 2. General Company Description. 2.1. Vision Etna Medical Concierge Service Inc. (aka ENTA MedConc.) is an elite medical travel service provider that consolidates both leisure and medical treatment into an enjoyable experience by providing the best care and highest quality with our “customer first” service moto where we focus on providing the ultimate experience personalized trip planning by on our 3C principle:. 政治大. 1) Providing best fitted Medical Care, Travel Comfort and Personal Assistant Concierge. 立. Services to our members during their entire medical trip by provide they provides customized. ‧. ‧ 國. 學. and personalized services.. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 1 Etna 3C Service Model. 2.

(11) 2.2. Mission Statement Our mission is to ensure that our elite clients are given the ultimate care during their medical travel regardless of the type of treatments seek, from general health screening, minor procedures to major treatments, where they and their family can travel with the EASE of Mind without any concerns on travel arranges details by ensuring the following:.  Our planners to provide them with the most trusted advisor services.. 政治大 care and services them can get during their stay in Singapore 立 Focusing on the highest quality with “Customer First” service attitude to provide the.  Goal is to take away the cumbersome and complex planning process. Align with best. 學. ‧ 國. . best care and comfort services to our members and their family. ‧ sit. y. Nat. 2.3. Business Philosophy. er. io. Our business philosophy is provided a “personalized and private” experience to our elite. al. n. v i n C h stay, where theyUcan focus mainly on the main purpose concierge services during their entire engchi members and ensuring that they have an experience of a services equivalent to a 5 star hotel. of the trip where they can get the necessary medical treatments required without other worries. We will be focusing our primary target customers on the group of newly acquired wealthy in China as well as executives who can afford better and more advance and world class med care outside of China – yet at the comfort of home, language and environment. 3.

(12) 3. Industry Background. 3.1. Global Market Place The several factors that led to the continuous increase of global medical tourism includes reasons such as 1) patients for affluent developed nation looking for the right to choose and have alternative options for medical call for reason such as expensive health care cost, long waiting time for some surgical treatments in their countries, and also increase quality medical. 政治大. care in foreign countries, and affordability of traveling abroad. 2) There is also a new trend. 立. from the newly growing affluent raising economies such as China where the new found. ‧ 國. 學. wealthy now has the ability to demand for better health care services outside of their county where most has little trust and faith in the medical system or simply enjoy the care and stability on the medical standard provided in the more development countries where there is. ‧. better trained doctors, nurse and facilities.. er. io. sit. y. Nat 3.2. Growing Market & Trends. n. al. Ch. engchi. i n U. v. The global medical tourism industry is estimated to generate about US$20 billion of dollars per year over year, Americans, Canadians and Europeans compose the bulk of all medical tourists due to the costs of surgery in these countries. However, in Asia, there is also a growing group of medical tourists come from Japan and the Middle East and the new found wealth group of affluent Chinese from China. Some of the main known destinations for medical tourism are India, Mexico, Thailand, Singapore and Costa Rica.. The medical tourism marketplace currently consists of a growing trends where there are and increasing number of countries competing for patients around the global, by offering a wide variety of medical, surgical, and dental services (Horowitz, Rosensweig & Jones, 2007).. 4.

(13) Hence, Consumers who are faced with raising healthcare costs in countries such as the United States and in Europe are forced to comparison shop, in order to seek alternative sources for treatment (Smith and Forgione, 2008). Nevertheless, there is also another group of affluent medical traveler’s visiting these developing countries such as the United States for care as well, primarily because of their high medical technology and well-renowned physicians. Nonetheless, medical tourism is a growing trends for the future – where having an overseas treatment is coming more readily available and relatively easy for many as the world travel is getting more convenient and as more and more countries racing to capture this rapidly growing businesses.. 立. 政治大. There are definitely numerous countries offering medical tourism however for our plan, since. ‧ 國. 學. we are primary focusing on the Asia region and China market, hence we will use Table 1. Below to give us an illustrated of the growing trends and the potential market revenue in this. ‧. industry by selecting the few more prominent Medical tourism market in Asia: Thailand,. n. al. er. io. sit. y. Nat. Singapore and Malaysia. Ch. engchi. i n U. v. Figure 2 Export of Health Services:. 5.

(14) Hence from the table 1 above alone, medical tourism brings to the regional a total almost US$3billion estimate earning.. 3.3. Why Singapore as Our Choice of Medical Tourism Hub? 3.3.1. Market and Services environment: From Table 1 above you can see that in Singapore alone though with a small number of visitors number brings in the highest earning of a total for US1.2 Billion as compare Thailand. 政治大 choice by the following aspects for supporting our reasons on why Singapore: 立. and Malaysia. Of cause Singapore is a major medical tourism hub but we can reasons our. ‧ 國. 學 ‧. 1) A Major player in the region on Medical Tourism with Patients around the world. y. Nat. According to PatientsbyBoards a non-profit Medical tourism organization state that. sit. Singapore as, “An aggressively public-private national healthcare system and a. er. io. planned program of medical tourism have placed Singapore solidly on the map as one. al. v i n to Singapore for treatmentCinh2013 and another U e n g c h i report from the Medical Travel Quality Alliance has rated one of Singapore most reputed hospital, Gleneagles Hospital as one n. of the world’s leading health travel destinations. 400,000 and 610,000 patients traveled. of the world’s top-10 hospital for medical tourism last year, where its specialties include cardiology, gastroenterology, liver transplant and orthopedics. Singapore is also attracting patients at the high end market for advanced treatments like cardiovascular, neurological surgery and stem cell therapy as well (Pocock and Phua, 2011). The country also has a dozen of JCI accredited hospitals and health centers to support its SEA favorite Medical Hub. 6.

(15) 2) World Class Hub and Facilities : Singapore is probably one of the countries in Asia that you can get for similar standard of services and facilities you can get similar to those in US/UK, with:. a. Internationally accredited and patient-centricc care. The Joint Commission International (JCI) has accredited 11 hospitals and three medical centers in Singapore. Singapore's medical facilities are among the finest in the world, with over 11,500 well qualified doctors and dentists, where many trained overseas. 立. 政治大. ‧ 國. 學. b. As a multi-faceted medical hub, Singapore attracts a growing number of. ‧. medical professionals and multi-national healthcare-related companies from various parts of the world to share and exchange their expertise, conduct. sit. y. Nat. healthcare-related research and training as well as host international. io. n. al. er. conferences and events.. Ch. engchi. i n U. v. 3) Experts Doctors: The Health Manpower Development Program, sponsored by the Ministry of Health, sends Singapore doctors to the best medical centers around the world, and they return to serve, bringing with them a quality of services to match international standards. Healthcare providers in Singapore are constantly strengthen their medical capabilitiess via professional exchanges and access to innovation in medical technology through the robust healthcare eco-system here. Hence, Singapore provides a pool of well-respected doctors trained in the best centers around the world, internationally-accredited hospitals and specialist centers where the medical travelers to Singapore can be assureof quality treatment and high clinical outcomes of those in the United States and Europe.. 7.

(16) 4) Lastly but not least, Privacy Protection: Singapore has a reputation of being one of the safest country in the world and a country that hold high respect for laws and privacy. Hence it constant chosen as a safe country for many affluent members, where both their care and treatment would be keep in confidentiality. 5) Strong Government Support & Investments: In Singapore, there is a strong government investment and support in the medical field where the government invested heavily in supporting the business infrastructure, training and research. 政治大 works closely with private healthcare providers to strengthen and expand their reach 立. network for its medical environment to flourish. The Singapore Trade Board (STB). and referral networks in key target markets. In addition, the STB facilitates industry. ‧ 國. 學. development capabilities to create and deliver value-added experiences so as to enhance service delivery for greater patient satisfaction. At the same time, STB. ‧. continues to partner the industry to strengthen Singapore’s positioning as a quality. n. al. er. io. sit. y. Nat. advanced medical care destination. i n U. v. 6) Finally, Safe and Welcoming environment: In Singapore, medical travelers can. Ch. engchi. receive quality medical care in an environment that is safe and welcoming, with no uncertainties from political instability, social unrest, or worries about poor health safety. This is on top of an efficient transportation system, wide range of accommodation options, and great variety of food catering to many races and national ties, and a good safety record. Also it has a highly convenient travel infrastructure which is convenient for most travelers to get around. It is also a Multi-nation country where it can easily cater its environment with different culture, language and food of a foreigner.. 8.

(17) 7) Singapore factors and international accreditation as such:  Ranked sixth out of 191 countries in the world and best healthcare system in Asia by World Health Organization (WHO) in 2000.  Ranked second out of 48 countries in Bloomberg’s 2013 ranking of healthcare systems.  About 25 medical institutions with more than 9,600 doctors, 1,500 dentists, and 29,000 nurses catering to international patient services, as of 2012.  Singapore’s blood supply ranks among the safest in the world. Blood Services Group HSA (previously known as Singapore’s Centre for Transfusion) was. 政治大. appointed a World Health Organization (WHO) Collaborating Blood Centre. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 9. i n U. v.

(18) 4. Legal form of Ownership – Private Limited Company Etna Medical Travel Concierge Service Company will be setup as a private limited company and will be fully owned by its shareholders and founders. The reason for this, is to the belief that a total control will allow better and more flexible decision making as well as better protection to the shareholder as liability is also limited to the initial investment. 4.1. Our Business Model. 政治大 Below is a summary of our business model structure in terms of the 9 Building blocks model 立 by David Cummings which we will be discussing in more details throughout this plan ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 3 Etna Business Model. 10.

(19) 5. Product and Services We provides a total solution medical travel product and service, by providing all that is required for the medication treatment preparation and leisure trip planning for the patients and his or her family, by ensuring that all details are well taken care of. The goal is to gives the patient a peace of mind during his or hers treatment where he or she would be rest assure that the family or companion traveling with him are looked after, while he or she undergo the treatment. Thus, with no worries that it will be a well planned trip, and the rest of his family not only could accompany him but also have an enjoyable leisure trip as appropriated.. 政治大. 立. 5.1. Products. ‧ 國. 學. We focus on our providing our service product in two critical areas that are mainly required by a medical tourism trip: Hence we provide: Leisure. Planning. with. top. ‧.  Travel. entertainment. Singapore:. Fine. Nat. y. in. sit. dining/Sightseeing/Lodgings, dedicated personal assistant etc.... al. er. io.  And pre-survey of Medical Health check & Medical Treatment Procedure needed to. v. n. match the appropriate type of treatment fit which is primarily provide by. Ch. i n U. associated top notch private hospital and medical group in Singapore especially in. engchi. well-known areas such as knee or hip replacement or ,cancer treatment and surgery. 5.2. Services Our services includes the following:  Exclusive executive trip planning services  Medical treatment arrangement for Patients and he/her family leisure  Dedicated Concierge Services 24-7 Assistance (dedicated or on-call)  For time personal assistant for trip. 11.

(20) 6. Key to Success Our key to success is that the founders of company are make-up of experience medical personal who are either veterans in the medical service or medical tourism field as well as businessman who has strong trade ties and establish business in China where we can utilized as we venture into the market. The team are also make up of a common group of founders who are a strong and truth believer of the quality of medical service is Singapore. The key of our success is strengthen and network build up by this team of management as such:. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 4 Key Wins - Partnership. 12.

(21) 7. Marketing Plan 7.1. Marketing Environment Analysis Singapore has emerged as Asia’s medical tourism hub having multi-specialty hospitals that are truly world class where it boasts of an average of 200,000 patients annually for various treatments. The estimated revenue from medical tourism is about U.S. $3 billion. The medical tourism in Singapore is expected to grow at a greater pace and the expected revenue by 2012 is about US$ 3 billion serving about a million patients annually.. 治政 its success rate, hygiene, infrastructure and more importantly 大 the Government’s support through many of its wings立 such as The Economic Development Board, The Singapore. Singapore is considered a leader in healthcare and medical tourism by many globally due to. ‧ 國. 學. Tourism Board, and The International Enterprise Singapore aiming to make it to be the choicest destination for foreigners especially to the countries like the U.S., Europe and. ‧. Canada seeking low-cost, no-wait period healthcare options and for wealthy population for countries where medical treatment is less established like Indonesia, UAE and China.. y. Nat. io. sit. Singapore offers a wide range of healthcare services, and specializing in cardiology,. er. ophthalmology, oncology, orthopedics and dentistry services. And the private sector hospitals. al. n. v i n C one of the Singapore’s For example, Parkway hospitals is h e n g c h i U largest private healthcare group in. are of excellence in providing world class treatment and having state-of-the-art infrastructure.. Asia, owning three tertiary care renowned private hospitals: East Shore, Gleneagles and Mount Elizabeth. Singapore is also known for its Cancer treatment, stem cell transplant center and other treatments related to cancer and oncology where the cost of treatment ranges from US $ 72,000 to US$ 90,000 per person, compared to US$ 235,000 for similar treatment in the US. Similarly, Bariatric surgery, Knee-replacement surgery, Facial plastic surgery, Rhinoplasty, Ophthalmology, Liver transplant and other major surgeries are offered at much lower price for the patients who want more for less. Patients can truly get the best treatment, rejuvenate and have a holiday in Singapore. This makes Singapore a distinguished medical destination in the field of medical tourism.. 13.

(22) 7.2. Opportunity in China Market:. We focus on the China Market due to the following reasons and because of these needs gaps we sees a business opportunity for this niche in the China Market 1. There is a wide gap in medical services for what wealthy patients expect and receive in China. Patient complaints can range from long waits at public hospitals, mediocre treatment, limited choice of physicians and medical negligence. 立. 政治大. ‧ 國. 學. 2. Increasing Affluent population in China and with internal readiness to get accessible information, the new generation of affluent are now seeking for better medical services else where. ‧ sit. y. Nat. io. n. al. er. 3. From reports posted in Want China news. 3.1. Ch. i n U. v. It is mentioned that South Korea, Singapore, and Taiwan have been pursuing the. engchi. development of their medical tourism industry, capitalizing in part on the growing demand for their services among China's nouveau riche, which has seen an annual growth rate of 20% in recent years, with the market scale topping US$100 billion in 2012, the paper said. 3.2. A South Korean tourism official told the paper that the nation saw 160,000 medical tourists in 2012. 3.3. A manager of a travel firm in Guangzhou said Taiwan and Singapore also attract many Chinese medical tourists, mainly for physical checkups, who pay a tour fee reaching up to 10,000 Yuan (US$1,600) to travel to Taiwan — triple the normal rate. 14.

(23) 3.4. However, many Chinese travelers also visit South Korea to undergo plastic surgery, paying around 8,000-20,000 Yuan (US$1,300-$3,300) to have double eyelid surgery, compared with 3,000-8,000 Yuan (US$500-$1,300) at most hospitals in China.. 3.5. Some affluent Chinese travelers will even go as far as Switzerland and Germany to undergo anti-aging treatments, at costs ranging from 200,000-1 million Yuan (US$33,000-S$165,300), the paper said.. 政治大. 4. Number of Medical Tourists in 2010 to the following countries. 立. ‧. ‧ 國. 學 y. Nat. n. al. er. io. sit. Figure 5 Medical Tourism outlook in 2010 by BBC News. Ch. engchi. 15. i n U. v.

(24) 8. SWOT Analysis Strength, weakness, opportunity and our treat are analysis as following. Table 1 SWOT analysis for Etna MedConc:. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 6 SWOT Analysis Table. 16.

(25) 9. Product Positioning We position our product as a customer and cater travel services to our elite members to give them a personal and private experience where they can enjoy first class services such as those provide in the hotel concierge services even during their health tourism trip. We position our product and services as exclusive club and services to our affluent client who wants total solution for the trip and medical treatment planned to ensure they can focus on the treatment in the meanwhile they and their family or companions is also well taken care off .. 政治大 9.1. Target Market Segmentation Strategy 立. ‧ 國. 學. Targeted Market. Countries like CHINA/UAE/Indonesia that need. ‧. o the elite group – high net worth from countries with less advance/less reputable. Nat. sit. y.  Seeking better medical facilities and care provider that are not equivalent. io. er. of those found in the US/UK.  Who need advance medical care e.g. 2nd option/opinion on oncology. n. al. Ch. i n U. v. diagnosis/treatment, Neuron Surgery etc...?. engchi. o Executive/Foreigner that has business dealing in Singapore  Own Properties  Children Education  Business Travel o Affluent Wealth Chinese executive or businessman - They care about the quality instead of quantity and cost only.. 17.

(26) Target Demographic Profiles: •. Age: Likely age group between 40 – 65years old. •. Gender: Both Male/Female. •. Location: Major China Zhejiang province, Huang Zhou, Beijing, Shanghai. •. Income level: Wealthy affluent Chinese – Annual income of RMB $800, 0000. and above. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 18. i n U. v.

(27) 10. Competitor Analysis & Comparison We will perform our competitiveness analysis base on the Smith P. and Forgion D. Medical Tourism Decision model shown in Table 2 below. Taking into consideration on the 6 consideration factors and 2 decision making factors of the model we defined our in our competitive analysis in two aspect – by Countries and by local/Key Competitors. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 7 Medical Tourism Decision Model by Smith P and Forgione. D. 19.

(28) 10.1. Competitors Analysis – by Countries Below list commonly countries for Medical Tourism. 立. 政治大. ‧. ‧ 國. 學. io. y. sit. Nat. Figure 8 Countries of Medical Tourism. er. Focus on the following Key markets for comparison: Thailand, Malaysia, and Taiwan. al. n. v i n The reason why we have picked C the 3 countries as key U h e n g c h i competitors are as following: - In Thailand and Malaysia o closeness to Singapore in terms on location and travel option offerings - In Taiwan o there is language and cultures likeness with China o And we will do a comparison in the following areas: Cost / Environment and Medical Services & Facilities:. 20.

(29) 立. 政治大. ‧. ‧ 國. 學. Figure 9 Competiveness Analysis - by Countries. sit. y. Nat. Hence based on the comparison above we can see that Taiwan come as the closest competitors. io. er. in term of foreign environment friendless, travel and services since Taiwan has language and. al. n. v i n C h Singapore stillUhave its strength and advantage over Singapore (4 to 5hrs flight). However, engchi environment similar to China also it is a shorter trip (1 ½ to 3hrs) to travel compare to. Taiwan, in terms the flexibility of it’s the medical system to provide customer medical care and also have a better international recognition and accreditation. Also politically Singapore more stable and more diversified environment.. 21.

(30) 10.2. Local and Key Competition Currently there are 2 more prominent competition in the market: 1) Online Medical Travel website and 2) Local Hospital medical tourism promotion departments for international patients. Hence, we did the comparison by looking at what aspect of each of these competitors have advantages (Wins) and disadvantage (Loss) over our business. The comparison shows as following: Although online company a might win us in terms of cost and direct care but we. 政治大 medical treatments planning as we can plan based on all available channels as compare to 立 online services which usually provide self-services booking website and local hospital only definitely have the flexibility of being able to provide a more comprehensive travel and. ‧ 國. 學. support medical treatment in their hospital.. ‧ sit. y. Nat. We have also added the analysis of local China hospitals as a key competition due to the reason that this group of high-net worth consumer generally has accessibility to the best. n. al. er. io. facilities in the country – however based on many feedback from the group – Singapore is still. i n U. v. much viewed as a more trusted and sophisticated environment if they would like to seek as an alternative selection. Ch. engchi. 22.

(31) 立. 政治大. ‧. ‧ 國. 學. Figure 10 Competiveness Analysis –by Local/Key Competitors. 10.3. Price Comparisons:. sit. y. Nat. io. er. In terms of price comparison, although Singapore is consider as one of the more costly spot for medical travel in the region, however if we factor in its state of the art medical facilities. n. al. Ch. i n U. v. and reputation, it is still attracting many travelers who seek for high standard and quality. engchi. medical treatment and are willing to pay for what it is worth. Hence from figure 6 & 7 below, we can observed that Singapore still generating a relatively high revenue comparing to the neighboring spot and if we look at comparing it with the US, which many would consider as a relatively similar environment and status quo as Singapore, Singapore is still considered significantly lower in terms of the price vs. the quality of the treatment received. Hence have a high value for per dollar spent.. 23.

(32) 立. 政治大. ‧ 國. 學. Figure 11 Price Comparison of Market vs. US. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 12 Medical Tourism: Consumers in Search of Value (Deloitte). 24.

(33) Summary Analysis: In terms of price comparison with the 2 other neighboring countries Singapore are generally more expensive than Thailand and Malaysia hence it’s definitely a price competition strategy that we will be competing with, but instead on the quality of medical service and standard. As on table that since is still generally cheap than U.S for the equivalent treatment.. 2) Taiwan Refer to table cost comparison provide my Formosa Medical Travel. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 13 Taiwan Price list. 25.

(34) Summary Analysis: Since the data is a range date it is not total clear in terms of price competition which is cheaper – however based on the date set and analysis the range -. In terms of medical. cost Taiwan relatively comparable with Singapore as being some procedure cheaper e.g. Angioplasty $6000-7000 verse Singapore $13000 and if we to include travel expensive – lodging in Taiwan is likely cheaper thank Singapore however in Taiwan the facilities and technology might not be as good as the facilities in Singapore (rate 6 worldwide and top in Asia) However, Taiwan has the same language and culture advantage as in Singapore. 政治大. however Taiwan are definitely closer to China where the travel duration is much short. However that will be a choice of travel preference if price and travel time is not an issue –. 立. Singapore still offers a different travelling experience as compare to Taiwan. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 26. i n U. v.

(35) 11. Product & Service Strategy Although medical care is more expensive than India and Thailand (it is still more than 50% cheaper than the U.S.), Singapore draws medical tourists with its world-class and familiar medical infrastructure, cleanliness, order, and English speaking and mutil-language staff. Also, Singapore´s outside environment is in stark contrast with the poverty and lack of development in India, and the pollution and chaos of Bangkok, which in turn mitigates foreigners´ feelings of culture shocks. The Joint Commission International has accredited 15 hospitals and medical centers in Singapore, which offer a variety of services from dental, orthopedics,. 治政大traditional Chinese medicine that cosmetic procedures to alternative medicines such as 立 includes acupuncture and herbal remedies. urology, dermatology, cardiology, sports medicine, ophthalmology, endocrinology, and. ‧. ‧ 國. 學. 11.1. Product. y. Nat. n. al. er. io. categorized below:. sit. we will set define our product into 2 level package in terms of Medical and Travel services as. Ch. engchi. 27. i n U. v.

(36) 立. 政治大. ‧ 國. 學. Figure 14 Etna Product and Services. sit er. io. - Level 1 Premium Elite Member. al. n. v i n CManager/Car Dedicated Planning Direct) h e n g c (Concierge hi U. o Personalize Trips planning o. y. ‧. Nat. Services can be classified into 2 main Level:. o 5 Star lodging. o Business Class Flight - Level 2 Elite Member o 4 Stars logging o Economy Class Flight o On-demand/On-call Support - Others: Customized packages – Special support services to be done and the level of hotel/ Concierge Direct/Entertainment/Fine Dinning etc.... 28.

(37) 11.2. Pricing Strategy 11.2.1.Services Package Estimated Average cost:  L1- Premium Elite Member (est. 2 week trip) - $15,000  L2 Elite Member (est. 2 week trip)- $7000  Customized packages – $8000 – $100,000 depends on details packages e.g. treatment to be done and the level of hotel/ Concierge Direct/Entertainment/Fine Dinning etc...  (Change of flight for First class option available but –price may varies via flight price)  Health Services: (Special Add on service will give an additional 0.5% discount if added on for more than $20,000). 立. 政治大. ‧ 國. 學. 11.2.2.Well-Being Care – Annual Health Checks and diagnosis. y. ‧. Nat. Table 2 Health Check Price List. General Healthy Screening. $600. Male. Ch. Female. engchi. er. n. al. Premier Scan. sit. Price SGD. io. Product Pricing. iv n U $1395 $1500. Executive Premier Scan Male. $2250. Female. $2460. Presidential Scan Male. $3850. Female. $4070. Additional Services + Gastroscopy & Colonoscopy (2d1N). $2700. PET MRI (2d1N). $4150. 29.

(38) 11.2.3.Specialized Care Treatment Sample Price list. (References only – subject to provider price offerings) Table 3 Pricelist for special treatment Procedure/Treatment. Price SGD. Heart Bypass. $18,500. Angioplasty. $13,000. $12,000 政治大 $6000. Hip Replacement. 立. Hysterectomy. Knee Replacement. $13,000. ‧ 國. 學. Mastectomy. $12,400. Gastric bypass. $15,000. LASIK Eye Surgery. $1700. n. al. y $72,000-$90,000. er. io. Treatment. sit. Stem Cell Transplant/Oncology. ‧. $9000. Nat. Spinal Fusion. Ch. engchi. i n U. v. (Notes: Other added Services/Customized services: Additional or specialized treatments required will be added according to specific treatment requested and demanded below is a sample price list cost of some of the most commonly seek treatment in Singapore). 30.

(39) 11.3. Promotion & Marketing Strategy 1) Advertising and Publication: a. Website – Front facing for our company introducing our services and moto and on-going events and access to our online customer service as well for enquires b. We looked to publish with Publication with 1 worldwide Medical Tourism Magazine from Medical Tourism association as well as a Chain Executive Magazine and publication. 治政 printed copy. This magazine is prominently 大 for executives and affluent 立 Also from its circulation cover it reached to our 2 major audiences.. i. Medical Tourism Magazine which provide both online subscription and. ‧ 國. 學. target customer Asia & UAE – coverage of ~ 30-35%. ii. China Executive Magazine – Quarterly. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 15 Medical Tourism Magazine. 31.

(40) 政治大 Major Fairs – Medica/Trade Fairs/MTA(Medical Tourism Association) 立. 2) Trade Show a.. i. World Medical Tourism Congress – e.g. like the fair held recently in. ‧ 國. 學. Taiwan. ii. China Medical Fair. ‧. 3) Exclusive Talks and Event. y. Nat. a. Organized Talks & Events Exclusive for Board and Club Members. sit. i. Beijing/Tien Jing Trade Members. n. al. er. io. ii. World Lim’s Clansman/World Lim Chamber of Commerce 世界林氏宗亲总会 /总商会. Ch. engchi. iii. Zhejiang Association. i n U. v. 1. Zhejiang being one of the richest provinces in China and Working with Hangzhou Hospital, located in Zhejiang Province, China has coordinated a health club that offers referrals and enquires 4) Public Relations a. Create and make good relationship with the Embassy and Trade offices, Tourism Board and Trade Association and Clan Club like World Lin Association and Zhejiang Association. 32.

(41) 5) Partnerships: a. Executive Concierge Service Company based in HK (Lifestyle Assistant Company not in Medical Tourism) b. With Specialist Center & Doctors i. Business Referral ii. Speeches Talks. 6) Word of Month:. 立. 政治大. a. Last but not least the most important type for Promotion of our business is. ‧ 國. 學. definitely via Word of mouth – Let the services brand speaks for themselves. Let the patients speaks for themselves We would like to ensure that every of. ‧. our client is well taken care and to provide the best services possible to ensure they can become a repeating customer as well as to pass the words around to. y. Nat. n. er. io. al. sit. the counterparts and families. Ch. engchi. 33. i n U. v.

(42) 11.4. Direct Sales and Channel Strategy 1) Sale Events and Contact: a. Selling through our direct sale office in CN Huang Zhou via sale events and fair with by collaborate with DY Lin Service team and via or website and advertisement enquires.. 2) Partnership with other service partners. 政治大 i. We can arrange the trip and the medical and provide them with 2% 立 percept of the commission. a. Executive Concierge Service Company based in HK. ‧. ‧ 國. 學. 11.5. Trends and Future Growth Roadmap. y. Nat. n. er. io. al. sit. We plan to future growth plan in the following phase:. Ch. engchi. i n U. v. Figure 16 Etna Trend and Roadmap. 34.

(43) Phase 1: China Market - Executive Service o China Base Growth  Zhejiang, Guang Zhou, Shanghai, Beijing o Medical Focus:  1st : Focus on Healthy Checks and Cancer Checks (2nd Opinion)  2nd: Specialization : Knee & Hip Replacement, Neuro Surgery Phase 2: Existing Key Market. 治政大(Customized services) o Targeting physical and interactive services 立 o UAE/Indonesia Client Existing Client Base. ‧ 國. 學. Phase 3: General Level Customer (US/EU) & Internet Based Service – Call Center o Product with advance technology (online Servicing- Web chart/Discussion). ‧. o Can also provide certain level of direct Concierge service on demand and. n. al. er. io. sit. y. Nat. customization package. Ch. engchi. 35. i n U. v.

(44) 12. Management & Organization. 12.1. Company Management The core values of Etna Medical Concierge, Inc. team is our commitment and dedication to delivery utmost quality and comfort services to our clients. The management is the key driver of the direction and strategy of the business decision on how we can penetrate and create a niche market for our business. Thus after careful selection, the following. 政治大. members make up the core of the management team members. The members include. 立. personals who have vast industrial experience, professional business managers and. ‧ 國. 學. business founders with established business both in China and Singapore:. ‧.  DY Lin, a successful Chinese entrepreneur from Zhejiang. As the Head of Sales responsible of China Market - Mr. Lin is also the president of the Zhejiang association. y. Nat. n. al. er. io. Singapore. sit. and trade representative advisor in Zhejiang. He also has properties or investment in. Ch. engchi. i n U. v.  CK Tang, Taiwanese Canadian - Sale director for Greater China consulting services with 15 year of managing Greater China market overseas the sale operation and operation of Etna Medical Concierge, Inc..  Billy Yang, Singapore National - Operation Manager with 15 years of experience with the medical industry performance many roles from hospital operations to the role for Medical tourism sale manager for a major hospital, will lead head of Services and Sale for Singapore and other market – he will also to lead the team of planners and to ensure all the services provided the customer is utmost quality and at an immediate response.. 36.

(45)  Nancy Chen, Chinese National/Permanent Resident in Singapore - Certified Nurse who has worked in Singapore for more than 15 years in major hospitals and have has a deep understanding of Singapore medical environment and a true champion and believer in Singapore Medical Services in terms of value for money. She will lead the operation and sale/marketing events in China..  HL Lim, Singapore National - 15 year of business management and planning for MNC and has key connection with travel agency and doctors in Singapore as the head of operation – putting together the services package and the coordination with hospitals and partners.. 立. 政治大. ‧ 國. 學. 12.2. Company Organization. ‧. The initial organization setup for Anta Medical Concierge Services is as below. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 17 Etna Organization structure. 37.

(46) 12.3. Extended Team Advisory Panel:  2 prominent doctors (Dr. Lim oncologist specialist and Dr. Boon (Neurologist specialist) as Solution and Medical Board Advisor  1 Experience Clinic Manager who is also a certified Nurse (experience in coordinate care services for UAE Members for major practitioner clinics). 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 38. i n U. v.

(47) 13. Operations Plan. 13.1. Production Etna Med Concierge will produced different travel packages, options and services with the travel agent and medical treatment provider based on the needs of our Elite customer and Premium Elite member in order to ensure we provide a 1 to 1 personalizes experience of a tailor-made custom trip specifically cater to the desire of that customer and his or her family needs.. 立. 政治大. ‧ 國. 學. 13.2. Location. Nat. o 2 operation will be established as such. y. ‧. Operation Setup:. sit. o 1 sales office in Singapore (Main Operation). er. io. o 1 sales branch in Hangzhou (representative office). al. n. v i n Sales and Operation Office City) C h (Singapore – Sun-Tech engchi U o House main Operation Teams and key office to liaison with hospital and doctors and travel agents in Singapore o Concierge Managers and Service Planning team – to setup and managed the full coordination of the trips for the clients to get ready for their trip in Singapore Sale/Marketing CN (Utilizing the office facilities provide by DY Lin enterprise) o We will have Nancy Chong as the primary contact and Sales/Marketing Manager in China to coordinate events and promote our services in China o The location will served as a marketing and sales office facilitating market development in China.. 39.

(48) 13.3. Personal 13.3.1. Staff Structure Currently the initial setup, the founders will be the main staff for the operation of the business until we are able to grow the businesses in the next 1/2yr -1yr –depending on the Sales pickup, we will increase the staff as appropriate. Our staff Structure will be as following: - Separate into 3 Division:. 立. 政治大. o Operations lead by HL Lim. ‧ 國. 學.  Manage office operation and alias and deal with service partners and hospital. ‧. o Sales By Regional and Market (Depends on growth).  Initial 2 Market Sale are represented by Nancy Chen for China market. y. Nat. sit. and Billy Yang for other regionals. er. io. o Services (Customer Facing).  Group of Planners & Customer Concierge Team. n. al. Ch. engchi. i n U. v. 13.3.2. Recruitment Initially there will be only 1-2 recruitments for the position of an Ops admin and Planners to support the operation of the Office and coordination work with both China team and local vendor. However, after 2-3rd months depends on the grown of the sale we will review/plan for the increasing after 6 months for the first year and incremental review annually. The recruitment would generally first sourced and interviewed by the department head and approved Operations head. 40.

(49) 13.3.3. Salary and increment Scheme. Table 4 Salary scheme. 政治大. The salary estimate are based on the following assumptions as:. 立. Average Staff salary + benefits/bonus per Month:. ‧ 國. 學. o Manager average $4,000/month. ‧. o Staff average $3,000/month. sit. y. Nat. n. al. er. io. 13.3.4. Supplier and Partnership. Ch. Medical Hospital Partnership:. engchi. i n U. v. o Mount Elizabeth Hospital – Orchard o Mount Elizabeth Hospital – Novena o Gleneagles Hospital and Medical Centre o Novena Cancer Center Specialist Travel Agent - Partnership o Chan’s Brother Travel  As one of Singapore's largest travel agent and tour operator with more than 40yr experience in operating travel services with the region. The operator of Chan’s Brother is a close long term business partner and. 41.

(50) friend of CK Tang. Hence has agree to help provide the coordination of travel for our executive members with the coordinate of our planners. o Executive Concierge Private club (HK)  Partnership with a current executive concierge service club from HK (lifestyle manager for China Wealthy) to provide its client with specific medical tourism needs in Singapore. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 42. i n U. v.

(51) 13.4. Startup Expenses and Capitalization Table 5 Initial Startup cost and min budget estimates Initial Start-up Cost & Expenditures (6M). SGD. Company Registration. $800.00. Rental (6 M + 2 M Deposit) $3000/month. $24,000.00. Office Facilities (renovation/branding). $10,000.00. Advertising/Marketing. Expenses. (6M). ~. $30,000.00. $5000/month. 政治大. Website Setup + IT Cost (1 yr.). $5,000.00. Recruiting Fees. $1,000.00. 立. Initial Staff 2 Mgrs./Planners,1 Admin (6M). $48,000.00. ‧ 國. 學. Others ($2000/6 months). $12,000.00. Total. $118,800.00. ‧. y. Nat. The initial start-up cost, estimation with the sustainability of 6 months cost, is estimated at a. sit. total of $118,800. The major on the initial cost will be Office renovation, Rental, Salary and. er. io. major investment into marketing and advertising. As we are more for an elite service provider,. al. v i n And also, the estimate of the firstCyear and promotion expense is also higher in the h emarketing ngchi U n. the location of the office is selected to be closer to town area hence rental is slight more costly.. beginning in order to get the brand name out on the market.. Table 6 Capitalization Breakdown by Shareholders Capitalization Breakdown. 200,000. DY Lin (60%). 120000. CK Tang (30%). 60000. Billy Yang /Nancy Chong (5% ea.). 20000. The initial capitalization is set at $300,000 SGD with the shareholder breakdown as above. Although the initial Setup allocation is estimated at $118,000 the remaining of the will served as reserved for the business.. 43.

(52) 14. Financial Plan 14.1. Sales Forecast Table 7 Estimated Sales based on Commission basis. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 44. i n U. v.

(53) 14.2. Projected Financial Statement (3 year Projection) Table 8 Projected Statement – Est. Growth at 10% increase of cost 5%. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 45. i n U. v.

(54) Reference  Wikipedia- Definition of Medical Tourism http://en.wikipedia.org/wiki/Medical_tourism  MTA Medical Tourism Association http://www.medicaltourismassociation.com/en/research-and-surveys.html  Healthcare in Singapore http://www.edb.gov.sg/content/edb/en/industries/industries/healthcare.html  浙江 http://en.wikipedia.org/wiki/Zhejiang  People’s daily online. 政治大  Medical Singapore http://www.medicalsingapore.com/ 立. http://english.people.com.cn/200601/30/eng20060130_239357.html.  Focus Singapore:. ‧ 國. 學. http://www.focussingapore.com/singapore-tourism/medical-tourism.html  Economic Board of Development - http://www.edb.gov.sg/content/edb/en.html. ‧.  Patients By Boards: http://www.patientsbeyondborders.com/singapore. y. Nat.  Medical Tourism: http://www.medical-tourism.com/country/singapore.html. sit.  Health Base: https://www.healthbase.com/hb/pages/medical-tourism-in-singapore.jsp. n. al. er. io.  Citytour.com http://citytours.sg/medical_tourism/medical_tourism.html. i n U. v.  AsiaMedicalTourismhttp://www.asiasmedicaltourism.com/medical-tourism/medical-tour ism-singapore.html. Ch. engchi.  http://www.managementparadise.com/forums/service-sector-management-s-s-m/6600-m edical-tourism-ppt.html  Smart Travel Asia: http://www.smarttravelasia.com/MedicalTourism.htm  Medical Tourism: http://www.medicaltourism.co/  Medical Tourism Magazine http://www.medicaltourismmag.com/  http://www.asiasmedicaltourism.com/  Asia Weekly http://www.chinadailyasia.com/business/2013-08/16/content_15083337.html  CNBC News- http://www.cnbc.com/id/101487998/page/6  BBC News- http://www.bbc.co.uk/news/business-12889648Taiwan taps China for lucrative medical tourism market. 46.

(55) Appendix [1] Definition of Personal Concierge  Provide errand services and information services for their members.  Services include informational requests, setting dinner reservations, making telephone calls, researching travel arrangements and more.  Typically, concierge companies will bill on an hourly rate, and depending upon the type of task, fees can fluctuate drastically. Other companies bill a flat monthly fee based. 政治大. upon the number of requests a member is allowed to place each month. In the United Kingdom, since the year 2000 and as of 2010, concierge has become a key marketing. 立. and loyalty tool in the banking sector and offered as a benefit on luxury credit cards.. ‧ 國. 學. This service offering is also known as lifestyle management. Concierges also entertain their clients. ‧. [2] Medical Tourism Association Survey: [MTA] -. y. Nat. sit. The Medical Tourism Association is a Global Non-profit association for the Medical. n. al. er. io. Tourism and International Patient Industry MTA Patient Surveys. Ch. engchi. i n U. v. A 2009 MTA Patient Survey found that: . 64% of patients that traveled abroad for care did not have health insurance.. . Almost 83% of patients traveled with a companion.. . Almost 70% of patients rated their medical care as excellent.. . 33% of patients traveled abroad for cosmetic surgery.. . Almost 90% of patients or their companions engaged in tourism activities.. . Almost 85% of US patients found they received more personalized medical care than in the US. . Almost 86% of US patients said they would travel again overseas for medical care. 47.

(56) [3] People’s daily online Zhejiang being one of the richest province and the first Chinese province to register a per capita GDP of over 3,000 US dollars. Fast economic growth in recent years has brought great benefits to the people. By the end of last year, the proportion of urban families with a per capita disposable income lower than 8,000 Yuan (about 1,000 U.S. dollars) dropped to 14.4 percent, 30 points lower than in 2000, according to the Zhejiang Provincial Statistics Bureau. [1]. 政治大 [4] Medical Tourism - Singapore Services and Tourist Attractions: 立. ‧ 國. 學. An ex-British colony, Singapore is an island city/nation located at the southern tip of the Malay Peninsula, south of the Malaysian border. It spans only 424 sq. miles (683 km2). Its. ‧. small size (it’s about 3.5 times the size of Washington, DC) allows for quick and easy travel throughout the country. Due to it being a former colony and a multicultural nation (Chinese. sit. y. Nat. make up 77% of the population, East Indians 8%, Malays 14%), Singapore offers an. io. er. amalgamation of culture, cuisine, architecture, religion, language, and art.. al. n. v i n strong international trading ties.C For hexample, i Uis on par with prosperous European e n g citshGDP Subsequent to its independence, Singapore became one of the most prosperous nations with. nations.. Singapore Medical Tourism Fame Although medical care is more expensive than India and Thailand (it is still more than 50% cheaper than the U.S.), Singapore draws medical tourists with its world-class and familiar medical infrastructure, cleanliness, order, and English speaking medical staff. Also, Singapore´s outside environment is in stark contrast with the poverty and lack of development in India, and the pollution and chaos of Bangkok, which in turn mitigates foreigners´ feelings of culture shock.. 48.

(57) The Joint Commission International has accredited 15 hospitals and medical centers in Singapore, which offer a variety of services from dental, orthopedics, urology, dermatology, cardiology, sports medicine, ophthalmology, endocrinology, and cosmetic procedures to alternative medicines such as traditional Chinese medicine that includes acupuncture and herbal remedies. Language Singapore. has. many. official. languages:. English,. Malay,. Tamil,. and. Chinese. (Mandarin).Singapore´s official language of business is English. Climate. 政治大. 立. ‧ 國. 學. Singapore is only 1 degree north of the equator and thus its climate is tropical. The weather is hot and humid all year round. The high daytime temperature is usually 86oF (30oC) with. ‧. humidity above 75%. Singapore has two monsoon seasons: the South Western season from June to September and the North Eastern season from December to March. The rainy season. sit. y. Nat. occurs in November and December.. n. al. er. io. Visa / Entrance Requirements. Ch. i n U. v. U.S. and Canadian citizens must have a valid passport (good for at least 6 months from the. engchi. date of entry) and return ticket, but no visa is required if staying for less than 30 days (can be extended to 90 days). Airlines Servicing this Destination Changi International Airport (airport code: SIN) is considered one of the best airports in the world with a handling capacity of over 70 million passengers per year. It is served by over 80 airlines that go to 180 cities and over 50 countries. Hence we have almost any major airlines servicing to this airport with many favorable travel choice and timing. 49.

(58) Hotels For budget travelers Singapore offers an array of hostels and guesthouses that range in price from $11 to $45 USD per person per night for a private room with most in the $20-$30 range. For those seeking mid-priced, 3 star dwellings; those range from $96 to $150 USD per night. Last but not least, for travelers with more luxurious taste, five star hotels cost $165-$650 per night. Since Singapore has 193 km of coastline it also offer beach hotels, resorts and spas that costs $150 or more per night. Sightseeing. 治政 Singapore has been described as a tourist´s mecca大 which was made possible by the 立 enterprising skills of its inhabitants, and despite its lack of size, there are many different ‧ 國. 學. sightseeing activities to choose from. Suntec City has the biggest man-made fountain, and the world´s tallest man-made waterfall is located in Jurong Bird Park. Night Safari boasts its. ‧. designation as the first nighttime zoo. Like Malaysia, Singapore has a vibrant Chinatown and Little India, and for those interested in modern architecture Orchard Road is a must see.. sit. y. Nat. Aside from its urban splendor Singapore, which is referred to as the garden city, has many. io. n. al. er. areas of greenery. The Singapore Zoological Gardens, the Botanic Gardens, the Bukit Timah. i n U. v. Nature Reserve, and the Sungei Buloh Wetland Reserve are popular destinations. If you are. Ch. engchi. not scared of heights and want to have a good view of the city, ride the Singapore Flyer, which is an enormous Ferris wheel with stunning panoramic views of the skyline. Shopping Orchard Road offers modern hotels and malls that house international department stores, boutiques, spas, and salons etc., which during Christmas time are decorated with dazzling lights and ornaments; while Chinatown, Arab Street, and Little India offer an ethnic flair. During the middle of the year, shopping venues throughout Singapore offer significant discounts during the Great Singapore Sale. Even during the rest of the year certain stores have comparatively lower prices such as those found in Lucky Plaza, Sim Lim Square, and Far East Plaza.. 50.

(59) If you are leaving Singapore by air and spend more than $100 on one receipt then you can get a refund on the Goods and Services Tax (GST) at Global Refund Singapore Pte Ltd and Premier Tax Free (Singapore) Pte Ltd. Nightlife and the Arts Singapore offers and array of nighttime entertaining including Jazz bars, hip-hop clubs, and European style discos that play house and techno music with some clubs featuring guest appearances by international artists. Orchard Road which is home to modern architecture and shopping plazas is also home to a sea of dance clubs and bars. For a more laid back scene, go. 政治大 nightlife will be pleasantly surprised in Singapore because Wednesdays is ladies’ night at 立. to Mohammed Sultan Road. Female travelers who have an affinity towards partying and. most bars, but even if you are not female drinks are generally inexpensive.. ‧ 國. 學. For those who shy away from the hustle & bustle of discotheques will be pleasantly satisfied. ‧. with Singapore´s cultural venues. The country has an impressive collection of museum and theaters. The Singapore Art Museum specializes in 20th century South East Asian art and the. y. Nat. sit. Singapore Science Center houses an Omni Theater and even an indoor snow center that hosts. al. er. io. organized snow-ball fights and has facilities for snowboarding and skiing. For a great opera. n. performing head to the Esplanade Theater and for musical performances check out the Victoria. Ch. engchi. i n U. v. [5] Patients by Borders - Singapore and Medical Tourism Inbound patients are critical to keeping specialists employed in a nation of only 5.3 million. Through aggressive regional and international promotion, Singapore welcomes around 550,000 medical tourists annually. Nearly every specialty and subspecialty is offered to international patients, including cardiovascular, orthopedics and sports medicine, oncology, neurology, reproductive and cosmetic surgery. In 2003 the government of Singapore launched the Singapore Medicine Initiative to develop and maintain Singapore as a medical travel destination and to consolidate its considerable medical offerings. The Singapore government supports the healthcare industry for both local. 51.

(60) and international patients. Research partnerships with US universities, such as Johns Hopkins and other medical universities, along with formal relationships with GlaxoSmithKline and Novartis, underscore Singapore’s sustained commitment to cutting-edge healthcare. Health travelers enjoy the widespread use of English as the preferred business language. Because Singapore is one of Asia’s wealthiest nations and has Southeast Asia’s highest standard of living, medical travelers are spared the cultural and economic contrasts sometimes experienced in India, Central and South America.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 52. i n U. v.

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