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Bon Voyage Co.
1
Bon Voyage Co. For Medical Tourism
Done by:
Haitham Mohamed Ibrahim.
YasminYahia Abdelkader
Bon Voyage Co.
2
Bon Voyage Co. For medical tourism
Executive Summary:
Medical tourism, as it stands today, is an emerging...
Bon Voyage Co.
3
for medical care? What are the key factors responsible for the development of
this industry?
The major dr...
Bon Voyage Co.
4
Partners:
Daman Health:
The National Health Insurance Company – Daman is the region’s leading
specialized...
Bon Voyage Co.
5
Company Structure:
General Manager
Marketing and Sales
Manager
Operations manager
Admin assistant
and off...
Bon Voyage Co.
6
 Continuous learning and innovation are the main drivers behind continual
improvement
PAINTES SERVICE
Ou...
Bon Voyage Co.
7
Transportation info
Egypt has a wide network of transportation means including domestic flights, trains,
...
Bon Voyage Co.
8
DIFFERENTIATION STRATEGIES:
o Productitself:productwill be uniquewithouredge inthe marketwhichisthe abili...
Bon Voyage Co.
9
 Brand: We will brandBon Voyage asthe bestmedical tourismcompanyin
Egypt servingall the medical andparam...
Bon Voyage Co.
10
Differenttype of customerswill affectthe value proposition,the nextchartshownwhy
people willtravel forme...
Bon Voyage Co.
11
SWOT Analysis:
Strengths
• Past experience with international
insurance companies
• Management focus on ...
Bon Voyage Co.
12
Our competitive edges:
 Low prices.
 Visiting Doctor Program: that provides the customer with the oppo...
Bon Voyage Co.
13
One of the mostimportanttoolsisthe sale personswhowill be responsible ontravellingto
the targeted countr...
Bon Voyage Co.
14
Knee
Replacement
2 17000
Spinal Fusion 2 11000
Mastectomy 1 7500
136500
March
Gastric Bypass 5 1100 5500...
Bon Voyage Co.
15
298500
May
Gastric Bypass 6 1100 6600
Liposuction 7 4000 28000
Face Lift 11 4400 48400
Dental Veneers 6 ...
Bon Voyage Co.
16
Face Lift 13 4400 57200
Dental Veneers 7 7000 49000
Hip Replacement 4 9000 36000
Knee
Replacement
6 8500...
Bon Voyage Co.
17
Knee
Replacement
7 8500 59500
Spinal Fusion 4 5500 22000
Mastectomy 3 7500 22500
Angioplasty 2 11000 220...
Bon Voyage Co.
18
Signs 10,000 1,429
Software 5,000 714
Web site 10,000 1,429
Total Costs
855,000 122,143
Variable Cost pe...
Bon Voyage Co.
19
Break evenAnalysis:
We'll reachthe break-evenpointafter 51 patients.
THANK YOU
0
100000
200000
300000
40...
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Medical tourism company business plan

It was an assignment. contemporary management source (MBA)

Medical tourism company business plan

  1. 1. Bon Voyage Co. 1 Bon Voyage Co. For Medical Tourism Done by: Haitham Mohamed Ibrahim. YasminYahia Abdelkader
  2. 2. Bon Voyage Co. 2 Bon Voyage Co. For medical tourism Executive Summary: Medical tourism, as it stands today, is an emerging phenomenon wherein citizens, in most cases of industrialized nations, bypass services offered in their own communities and travel to other destinations (many of which are less developed countries) seeking high quality medical care at affordable prices. Medical tourism is a multi- billion dollars industry that has benefited from the international patients with a wider spectrum which include travel and tourism, commercial sector, government relationships and international accreditation sector, while on the other hand, has had both positive and negative impacts on the global healthcare and on the host nation. Due to the growth of technology, economy, and other global relations, medical tourism plays a significant role in shaping the future of medical care globally, while at the same time it is integrated in to Hospitality industry, medical travel facilitators and travel agencies to find reliable providers and ensuring trouble-free travel arrangements. To achieve competitive advantage, marketers use different techniques such as low cost advantage, the use of new technology and more to secure high market share in this developing industry. The Company General business overview: Key Drivers in the Growth of Medical Tourism Medical tourism is a direct result of globalization of health care. This health care sector is emerging up in vigorous speed. But this rapid development is the result of interplay of several factors which are not clearly known. There are several questions tagged along with this rapid development, such as – Why do patients travel abroad
  3. 3. Bon Voyage Co. 3 for medical care? What are the key factors responsible for the development of this industry? The major drivers of medical tourism demand: 1) High cost in home country 2) Long wait in public health care countries 3) Unapproved procedures 4) Tourism aspect 5) Favorable Exchange Rates Wellness Tourismworldwide Map:
  4. 4. Bon Voyage Co. 4 Partners: Daman Health: The National Health Insurance Company – Daman is the region’s leading specialized health insurer, providing comprehensive health insurance solutions to more than 2.4 million members in the UAE. Over the years, the company has been the partner of choice for a number of the country’s most prominent organizations and multinational companies in various industries including oil and gas, aerospace, energy, construction, investments and media. Thomas Cook: Thomas Cook began his international travel company in 1841, with a successful one- day rail excursion at a shilling a head from Leicester to Loughborough on 5 July. From these humble beginnings Thomas Cook launched a whole new kind of company – devoted to helping Britons see the world. Company Location: Companywill be locatedinEgypt-Cairo.
  5. 5. Bon Voyage Co. 5 Company Structure: General Manager Marketing and Sales Manager Operations manager Admin assistant and office manager International communications Specialist Online communications Specialist National Communications Specialist Paramedical providers relations Specialist Medical Providers Relations Specialist Share Holder Share Holder Share Holder Board Director Accountant Vision: We provide the highest quality of products and services to medical tourism industry in the Middle East to serve the patients worldwide, enabling them to maximize their potential in operations and enhance reimbursement. We provide specific industrial knowledge, well trained human resources, leadership, software tools and quality practices governed by international standards. Our solutions exemplify dedication and teamwork by consistently exceeding our customer expectations. We are leaders as we depend on the experience of highly trained professionals and on our commitment to the standard of excellence. Mission: We strive to become the benchmark for Medical tourism Industry in the Middle East. Values:  Desire to become leaders in our industry.  Empowerment of our employees and our clients to achieve long lasting health.  Respect of and appreciation for the diversity of our clients and employees.  Mental, emotional, spiritual, & physical reinforcement is an integrated part in our medical vision of health.  Responsibility and reliability are cornerstones in our quest for the goodwill of our clients.  Rational organization that is our spinal cord.
  6. 6. Bon Voyage Co. 6  Continuous learning and innovation are the main drivers behind continual improvement PAINTES SERVICE Our staff has a great accumulated experience and tremendous success in different national and international healthcare companies , this experience has encouraged us to take the leap towards a bigger challenge; shifting from being only serving the national patients, to a company providing total solutions , controlling the entire value chain thus creating our own healthcare ecosystem. Tourism in Egypt is an exceptional experience. With something to watch in every city; Egypt has been always the cynosure of the tourists all over the world since hundreds of years for who choose to enjoy the weather while getting in touch with history, civilization, entertainment and even natural wellness locations. We believe in the fair rights of every person to find his/her medical assistance disregarding borders and spaces. We understand the special needs of our patients who seek cure abroad and hence; we save no effort to provide our customers and patients the full care and support through a comprehensive package of integrated services that guarantee for the patient – since the moment of choosing to enjoy our services - an overwhelming experience of medical care and hospitality on equal terms. Wellness Program Egypt has always been a curing cynosure since ancient times thanks for its sunny and dry climate. Hundreds of water springs and sand baths (in Siwa, Safaga…etc.) are ideal for treatment of many medical needs; e.g. arthritis and rheumatic pains. Egypt has rich therapeutic environments that attract people from around the world to enjoy its sand, climate, natural mineral water and sulphuric springs that cure numerous bone, muscle, kidney, skin and stomach diseases. With Bon Voyage Co.; Plan your trip around your needs to enjoy a mix of high standard medical treatment mixed with a pleasant tourism experiences.
  7. 7. Bon Voyage Co. 7 Transportation info Egypt has a wide network of transportation means including domestic flights, trains, trams, variety of taxi types, microbuses, buses…etc. The best and most peaceful option is to book a limousine from the airport (official offices only). If you don’t prefer that option; pick a taxi (white ones) and insist on activating the fare. Inside Cairo; it’s preferred (but not so cheap) to use white taxis or pre-booked taxi caps where the fare is activated and known. For very long tours; metro is the best option. With 1 LE ticket you will go wherever you want in Egypt. But be sure to get strictly right directions before riding. Legal Concern: It's limited company. Bon Voyage Marketing Strategy: SEGMENTATION STRATEGIES:  Geographic:middle EastandAfrica.  Demographic:malesorfemalesover40yearsold  Psychographics:withhighsocial classintheircountiesandable totravel toEgyptfor medical and/orwellnesstreatments TARGET MARKET SELECTION STRATEGIES: o Productspecialization:we willconcentrate oureffortsinone service (medical tourismservice) inanintegratedwaytocoverall the customerneedsduringhis journey.We will supportourmedical serviceswithsome paramedical serviceslike the wellnesstreatment,proactive treatment,TourindifferentlocationsinEgypt, transportationsandaccommodationservices.
  8. 8. Bon Voyage Co. 8 DIFFERENTIATION STRATEGIES: o Productitself:productwill be uniquewithouredge inthe marketwhichisthe ability to invite aninternationalexperttodothe medical treatmentinEgypt. o Services:the onlineservicesandthe post-operativeserviceswhichwill maintainthe relationswiththe enduserorthe individual customer POSITIONINGSTRATEGIES  Competitorpositioning:we have differentcompetitiveadvantagesthanour competitors; 1. We are more nearto our clientthanour competitorspeciallythe African customer 2. The affordable life costinEgypt 3. The powerof bringingthe international expertsall overthe worldtoserve our customers 4. We provide acomplete solutionforourcustomers 5. We coverthe paramedical servicesthatmaybe neededforthe patients.  Quality/price positioning:we provide highqualityof treatmentforourcustomers withaffordable price incomparisonwithall ourcompetitorsoutsideEgypt. MARKETING MIX STRATEGIES  Product  Newproductdevelopment:we will developnew packagescontainingthe medical andparamedical servicesrequestedbythe client.The package is tailoredtoeach individual customerasthe customerwill create hisprogramby himself toplanhisvisitby: a. Arrange the flighttrip b. Arrange pick-upservice c. Arrange hotel bookingforhimself andhisfamily d. Wouldlike toadd a touristictourto the medical trip e. Planningtovisitanothercountryafterwards f. Anyspecial requirements
  9. 9. Bon Voyage Co. 9  Brand: We will brandBon Voyage asthe bestmedical tourismcompanyin Egypt servingall the medical andparamedical services.  Pricing  Productmix pricing:our pricingstrategyisdependingon the service mix needed or requestedbythe customer,forboththe medical andparamedical services.  Promoting  Advertising:Mainlythe onlineandmobile advertisingwill be ourmainfocusasit reachedthe segmentseasilyandina lowerprice thatthe traditional marketing tools  Publicrelations:we will attendthe mainThree medical tourismconferencesin the middle eastArea: a. WHTC: worldhealthtourismcongressinDubai – UAE b. Medical TourismConference inRiyadh –KSA c. Medical TourismWorkshopinAmman– Jordan consumer profile: Age: 40 and above. Gender: M/F. There are two types of customers: Seasonal trends; the highseasonwill be atthe summerasEgypt isa summerresidentfor the nearbycountriessowe'll make anadvantage of thisperiodespeciallyforwellness
  10. 10. Bon Voyage Co. 10 Differenttype of customerswill affectthe value proposition,the nextchartshownwhy people willtravel formedical care: Value Proposition: Cost effective-unique service. Competition: The medical tourism market is extending beyond the needs of early adopters market to the mainstream market, which requires special attention and focus to gain a competitive edge. As little as five years ago, medical tourism offered opportunities, though such opportunities offered often incomplete solutions to medical travelers. Today, the medical tourism market is changing. Healthcare consumers are becoming more educated.
  11. 11. Bon Voyage Co. 11 SWOT Analysis: Strengths • Past experience with international insurance companies • Management focus on development & renewal of services provided. • Quality of services • Complete integrated information system for patients registration & follow-up • International partners to provide complete solutions and services • Wellness and proactive treatment programs • Applying the E-business and smart phone application services. Weaknesses • New company so we still don’t have good reputation. • Marketing budget is not enough to join all the international events and conferences related to the business scope. Opportunities • Conduct the visiting doctors program.. • Competition is not high in Egypt right now as no competitors are yet present in the market and none in Alexandria. • Egypt has a solid reputation as a touristic country. • New Cosmetic and dental direction in Egypt with • The low cost of life in Egypt will assist us to prepare affordable travel packages. Threats • Most of the hospitals staff in Egypt not too ready to react & respond with foreigners (language barrier) • Egypt still unstable politically • Lack of the international experts in Egypt • Little number of high esteem hospitals in Egypt • Egypt is not well identified as a professional medical providing country • Egyptian quarantine regulations for medical travellers • Epidemic diseases (Ebola) • Presence of qualified competitor in the middle East as ( Dubai). Competitors: Competitor Strength weakness Egypt Med. International Contracting with large no of hospitals. Large market share Poor information about the operated doctors Karnak Medical Travel Huge network connections with insurance companies Directing the patients to only one hospital "Egypt Air Hospital"
  12. 12. Bon Voyage Co. 12 Our competitive edges:  Low prices.  Visiting Doctor Program: that provides the customer with the opportunity of doing their surgeries with well-known Global doctors.  Personal contact with the operating doctor through skype for further reassurance.  E-business and smart phone application services. Channels: Although tourists travel for a wide range of treatments, there are certain areas of specialization which mostly motivate the travel decision for medical tourism as: a) Heart Surgery. b) Plastic surgery. c) Dentistry. d) Eye care e) Orthopedic surgery (such as knee/hip replacement) f) Dialysis (support service) (IMC, 2008). Marketing channels: Marketing Channels Online Social Media FaceBook LinkedIn Online Ads in Medical Websites Webiste Offline Newspaper Ads Sales Deals Brokers
  13. 13. Bon Voyage Co. 13 One of the mostimportanttoolsisthe sale personswhowill be responsible ontravellingto the targeted countries tomake dealswith Medical Association,International HumanAidand external hospitalsthatdon’tprovide the service thatwe do - with1% commissionforeach case. Customer Relation: We'll depend on "International Communication Specialist", low number of client and the selling cycle involving many steps. Funding: Investors will participate with 30000 LE and the rest amount 55500 will be divided into two owners. Price per procedure: Procedure Price Angioplasty 11000 $ Heart Bypass 14000 $ Heart Valve Replacement 9500 $ Hip Replacement 9000 $ Knee Replacement 8500 $ Gastric Bypass 11000 $ Liposuction 4000 $ Spinal Fusion 5500 $ Mastectomy 7500 $ Face Lift 4400 $ Dental Veneers 7000 $ Expected Revenue: Month Procedure QYT Price Total January Gastric Bypass 1 11000 Liposuction 1 4000 Face Lift 1 4400 Dental Veneers 1 7000 26400 February Gastric Bypass 3 33000 Liposuction 4 16000 Face Lift 5 22000 Dental Veneers 3 21000 Hip Replacement 1 9000
  14. 14. Bon Voyage Co. 14 Knee Replacement 2 17000 Spinal Fusion 2 11000 Mastectomy 1 7500 136500 March Gastric Bypass 5 1100 5500 Liposuction 6 4000 24000 Face Lift 10 4400 44000 Dental Veneers 6 7000 42000 Hip Replacement 2 9000 18000 Knee Replacement 4 8500 34000 Spinal Fusion 4 5500 22000 Mastectomy 3 7500 22500 Angioplasty 1 11000 11000 Heart Bypass 1 14000 14000 Heart Valve Replacement 1 9500 9500 294000 April Gastric Bypass 6 1100 6600 Liposuction 7 4000 28000 Face Lift 11 4400 48400 Dental Veneers 6 7000 42000 Hip Replacement 3 9000 27000 Knee Replacement 5 8500 42500 Spinal Fusion 4 5500 22000 Mastectomy 3 7500 22500 Angioplasty 2 11000 22000 Heart Bypass 2 14000 28000 Heart Valve Replacement 1 9500 9500
  15. 15. Bon Voyage Co. 15 298500 May Gastric Bypass 6 1100 6600 Liposuction 7 4000 28000 Face Lift 11 4400 48400 Dental Veneers 6 7000 42000 Hip Replacement 3 9000 27000 Knee Replacement 5 8500 42500 Spinal Fusion 4 5500 22000 Mastectomy 3 7500 22500 Angioplasty 2 11000 22000 Heart Bypass 2 14000 28000 Heart Valve Replacement 2 9500 19000 308000 June Gastric Bypass 7 1100 7700 Liposuction 8 4000 32000 Face Lift 12 4400 52800 Dental Veneers 7 7000 49000 Hip Replacement 3 9000 27000 Knee Replacement 6 8500 51000 Spinal Fusion 4 5500 22000 Mastectomy 3 7500 22500 Angioplasty 2 11000 22000 Heart Bypass 2 14000 28000 Heart Valve Replacement 1 9500 9500 323500 July Gastric Bypass 7 1100 7700 Liposuction 9 4000 36000 Face Lift 13 4400 57200 Dental Veneers 7 7000 49000 Hip Replacement 4 9000 36000 Knee Replacement 6 8500 51000 Spinal Fusion 4 5500 22000 Mastectomy 3 7500 22500 Angioplasty 2 11000 22000 Heart Bypass 2 14000 28000 Heart Valve Replacement 2 9500 19000 350400 August Gastric Bypass 7 1100 7700 Liposuction 10 4000 40000
  16. 16. Bon Voyage Co. 16 Face Lift 13 4400 57200 Dental Veneers 7 7000 49000 Hip Replacement 4 9000 36000 Knee Replacement 6 8500 51000 Spinal Fusion 4 5500 22000 Mastectomy 3 7500 22500 Angioplasty 2 11000 22000 Heart Bypass 2 14000 28000 Heart Valve Replacement 2 9500 19000 354400 September Gastric Bypass 7 1100 7700 Liposuction 10 4000 40000 Face Lift 13 4400 57200 Dental Veneers 8 7000 56000 Hip Replacement 4 9000 36000 Knee Replacement 6 8500 51000 Spinal Fusion 4 5500 22000 Mastectomy 3 7500 22500 Angioplasty 2 11000 22000 Heart Bypass 2 14000 28000 Heart Valve Replacement 2 9500 19000 361400 October Gastric Bypass 7 1100 7700 Liposuction 10 4000 40000 Face Lift 13 4400 57200 Dental Veneers 8 7000 56000 Hip Replacement 5 9000 45000 Knee Replacement 6 8500 51000 Spinal Fusion 4 5500 22000 Mastectomy 3 7500 22500 Angioplasty 2 11000 22000 Heart Bypass 2 14000 28000 Heart Valve Replacement 2 9500 19000 370400 November Gastric Bypass 7 1100 7700 Liposuction 10 4000 40000 Face Lift 13 4400 57200 Dental Veneers 8 7000 56000 Hip Replacement 5 9000 45000
  17. 17. Bon Voyage Co. 17 Knee Replacement 7 8500 59500 Spinal Fusion 4 5500 22000 Mastectomy 3 7500 22500 Angioplasty 2 11000 22000 Heart Bypass 2 14000 28000 Heart Valve Replacement 2 9500 19000 378900 December Gastric Bypass 8 1100 8800 Liposuction 10 4000 40000 Face Lift 13 4400 57200 Dental Veneers 8 7000 56000 Hip Replacement 5 9000 45000 Knee Replacement 7 8500 59500 Spinal Fusion 5 5500 27500 Mastectomy 5 7500 37500 Angioplasty 2 11000 22000 Heart Bypass 2 14000 28000 Heart Valve Replacement 2 9500 19000 400500 is 3602900. FixedCost Structure: Fixed Cost Structure (1st year) Budget (L.E) Budget ($) Advertising And Promotion For Opening 20,000 2,857 Architectural Design 8,000 1,143 Cash 200,000 28,571 Decorating 50,000 7,143 Equipment 15,000 2,143 Installation Of Equipment 3,000 429 Insurance 30,000 4,286 Legal Costs 5,000 714 Licenses And Permits 12,000 1,714 Office Supplies 1,000 143 Print Design 10,000 1,429 Printing 20,000 2,857 Rent 36,000 5,143 Salaries 420,000 60,000
  18. 18. Bon Voyage Co. 18 Signs 10,000 1,429 Software 5,000 714 Web site 10,000 1,429 Total Costs 855,000 122,143 Variable Cost per each case: Variable Cost Structure (Average per unit) Budget (L.E) Budget ($) Accommodations 8,000 1,143 Cash Back 1,000 143 Operation 20,000 2,857 Sales Bonus 1,000 143 Ticket 5,000 714 Transportation 1,000 143 Total Costs 36,000 5,143
  19. 19. Bon Voyage Co. 19 Break evenAnalysis: We'll reachthe break-evenpointafter 51 patients. THANK YOU 0 100000 200000 300000 400000 500000 600000 1 4 7 10131619222528313437404346495255586164 Fixed Cost Variable/ Unit AVG Revenue/Unit

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