Before Covid-19, medical tourism—which Advisory Board defines as the practice of patients traveling outside the market where they reside to receive care—was a significant source of revenue for some health systems. In fact, while estimates vary, the global medical tourism industry was worth an appropriate $70 billion, while the U.S. medical tourism industry was worth roughly $6.7 billion.
However, the Covid-19 pandemic has severely affected medical tourism, creating significant travel restrictions and spurring marked changes in how consumers feel about in-person health care services. To help navigate this changing market, we've outlined strategies below to engage and retain medical tourists—including international travelers, domestic airline travelers, and domestic ground travelers—during this time.
International medical tourists are individuals traveling from another country to the United States for medical care. Currently, most international travel is at a standstill. Some international patients may reschedule as travel restrictions loosen, but others will seek care closer to home.
To engage with these consumers, health system leaders can build patient loyalty now, so these patients reschedule procedures or consider your system for future care needs. For instance, since medical tourists often choose institutions based on brand or clinician prestige, one retention strategy is offering virtual second opinion services with your sought-after providers.
Domestic airline travelers are patients in the U.S. who are far enough from your institution that they need to fly in. As with most medical tourists within the United States, these consumers tend to travel for high-acuity care, such as cardiovascular surgery. They leave their markets for two primary reasons: access to experts, and the perception that they'll receive higher-quality care at lower cost.
Within this the category of domestic airline travelers, specific patients' situations will vary depending on their risk factors and clinical urgency. Health systems can determine the best path forward by having individual conversations with these patients. Conversations can be conducted virtually with a trusted clinician. Patients can then be split into two categories:
Domestic ground travelers are patients who travel by car, train, or other ground transport to your institution. Some pre-Covid domestic airline travelers may convert to ground travel due to travel concerns. These patients will likely return as states lift stay-at-home orders and resume scheduled procedures.
To encourage resumption of care, health systems should focus on communicating safety measures. For example:
(For in-depth safety and patient communication ideas, please refer to our recent blog post on the subject.)
In addition, during this time, smaller hospitals and health systems that typically lose volumes to larger institutions face a unique opportunity: Engage patients who, given travel and safety concerns, may be more willing to seek local care. To stem outmigration, leaders must do two things:
The steps described here can help your organization mitigate the impact of Covid-19 on medical tourism volumes. For some, these uncertain times also present an opportunity to turn around entrenched outmigration care patterns.
Create your free account to access 2 resources each month, including the latest research and webinars.
You have 2 free members-only resources remaining this month remaining this month.
Never miss out on the latest innovative health care content tailored to you.