Cebu should bolster niche in med tourism

CEBU, Philippines - While the Philippines is urged to identify its niche to capture the fast-growing medical tourists, Cebu has already established its own positioning by focusing on attracting tourists seeking for light medical producers.

According to Cebu Health and Wellness Council (CHWC) vice chairperson Jenny Franco, Cebu is gaining production from overseas market in terms of light medical services such as dental, cosmetics, including wellness and leisure.

Franco said Cebu’s positioning is working on its advantage, while its capability to offer hard-core medical services such as kidney transplant, among others, can be done in Manila.

Recently, Oscar Picazo, a research consultant of the Philippine Institute for Development Studies (PIDS), said that while the country out-prices its Asian competitors in surgical procedures among facilities accredited by Joint Commission International, it continues to get a small share of the market.

A study that used “30 key findings from medical tourism benchmarking research” gathered by Mercury Advisory Group to assess the domestic industry relative to its counterparts in leading countries found out that although the Philippines meets most of the competitive yardsticks, its market niching is weak.

On the other hand, Franco said that  Cebu is now the top pick destination for light procedures in medical services, like executive check up, cosmetic treatment and surgery, dental, combined with leisure and wellness activities.

“This is what Cebu is banking on in order to maximize its inviting environment for medical tourists,” Franco said.

Citing a study and surveys, Picazo said the Philippines has market niches in elective surgery, stem cell therapy, aesthetic and cosmetic/plastic surgery, dental care and wellness treatment, among others.

Franco said the diverse availability of wellness services here, not only for beauty, health, but also the maturing industries in other related services like fitness facilities, professionally-run Yoga studios, spas and massage outlets, among others make Cebu a stronger destination for holistic wellness services.

“The Philippines covers all the bases to medical and wellness tourism, but this needs to be narrowed more strategically, with a clearer message, and hinged on the country’s natural endowments and cost advantage,” said Picazo.               

He further underscored the need for the Philippines to strengthen its marketing campaigns, whether national joint or corporate.

“The lack of a sustained Philippine marketing campaign abroad has been pointed as a major shortcoming of medical tourism in the country,” he noted.

On its own, the Cebu stakeholders  for medical and wellness sector, through the CHWC has formulated a unified packages for medical tourists who seek minor medical services, at the same time wanting to enjoy and have “fun” while on medical vacation in Cebu.

“We already have packages as an association, but we are enhancing them and adding more activities,” said Franco adding that a website will also be set up to offer these packages online.

Aside from the huge “balikbayan” market, Cebu is gaining popularity from medical tourism market in Singapore, Bahrain, Australia, United States, and Europe.

In the U.S., for instance, Filipino-Americans, as well as the American travelers, are the major clients for dental services in Cebu because most of them do not have dental insurance. Besides, dental services in the U.S. are much expensive compared to the rates offered here.

“The reason why we excel in attracting these light medical tourists is because we mix our offerings with holiday and vacation packages. Cebu, after all is a holiday destination,” Franco said.

Part of  the packages, is promoting Yoga and meditation and art lessons, she added.

While, a group of Cebuano artists called “Pusod” is now part of the CHWC, Franco said medical tourists are also given options to go to museums where ample displays of Cebuano artists’ creations are showcased.

Franco said medical tourists are long-staying guests, who usually stay more than one-week, as long as three weeks. Australians, on the other hand, stay longer for long as one month or more. /JMD (FREEMAN)