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goal of establishing the first truly global brand in healthcare for visitors to Barbados, AWC simply spells peace of mind.


AWC saw local connections to its specialty surgical hospital from the very beginning. However, as the project has developed and matured, demand has emerged that has nudged AWC into expanding its services to include urgent and emergent clinical needs. For example, the foundation of AWC- Barbados has been as a surgical specialty, dental and wellness facility. These areas represent the economic sweet spot of international medical travel.


At any given time, according to studies completed by both McKinsey & Company and Deloitte’s Centre


for Health Solutions, more than one


million individuals are travelling globally either to obtain treatment not available in their home countries or to avoid inordinate delay. For example, the healthcare queue in the UK has more than 1.8 million individuals perpetually waiting to receive necessary care. And Canada is not far behind with more than 800,000 in the queues of the individual provinces. Add to those numbers individuals from various countries where basic healthcare does not meet western standards or individuals who simply wish to receive services, such as cosmetic procedures, away from home, and you can begin to appreciate the potential market for AWC-Barbados.


According to the U.S. Travel Association, Mature travellers (those born before1946) represent 21 percent of all leisure travellers and those who travel in this group take an average of 4.1 leisure trips each year. The Mature Group also comprises 14 percent of business travellers. Mature business travellers take an average of 6.7 business trips each year. Older baby boomers (those born from 1946 through 1954) make up 15 percent of leisure travellers and take an average of 4.4 leisure trips each year. Older Boomers also represent 16 percent of all business travellers and these travellers take an average of 10.1 business trips each year. Young boomers (those born


However, those same years also place them in the category of the highest users of healthcare services, both on discretionary and medically required bases. This holds true regardless of nation of origin.


As Barbados developers are taking note, these travellers, whether coming for extended visits or seeking to acquire full or part-time properties, are more and more interested in knowing their healthcare needs can be addressed.


This may mean receiving periodic checkups as advised by a physician at home or emergent needs resulting


from accident, injury or major


health events such as stroke, or heart attack. At AWC-Barbados, definitive care will be available for many of these issues as the campus progresses to completion, but from the opening of the first hospital, interventional modalities and physician specialists will be available to stabilise patients for whom transfer is necessary, before being placed on dedicated medical transport aircraft and taken to facilities in the U.S. that collaborate with AWC.


Inclusion of healthcare facilities with planned communities is not a novel concept. Sun City, the Del Webb brand, famous in the southwestern


from 1955 through 1964) represent 21 percent of all U.S. leisure travellers and 22 percent of business travellers. Young Boomers also take an average of 4.1 leisure trips and 5.6 business trips per year.


Combining these groups shows that baby boomers and older adults undertake 57 percent of all leisure travel and 52 percent of all business travel. In Barbados, according to the Ministry of Tourism’s Annual Tourism Statistical Digest, more than 150,000 individuals age 50 and older visit Barbados annually, and within that group, nearly one-third are 65 and older. These statistics paint a picture of greying travellers whose years of hard work have earned them the right to travel to the world’s best destinations.


United States successfully implemented hospital and related within


medical development for planned municipalities. The


decades planned


community concept has spread around the world. As developers seek to attract discriminating buyers, modern, well-equipped medical facilities staffed by well-trained specialists are a sought after value added amenity.


With American World Clinics establishing the global brand in healthcare and implementing a global marketing campaign, travellers world-wide will recognise Barbados as a destination where they need not worry about a sudden illness, an unexpected change to a chronic condition or the need for ongoing and coordinated medical care with regular monitoring as a prerequisite to travel. Local developers and others in the hospitality community will be encouraged to include mentions of American World Clinics in their marketing efforts, and AWC will be offering preferred relationships with forward thinking members of Barbados’ hospitality community. Such amenities as “house calls” for ill visitors, collaboration with wellness and fitness programming for facilities and other medical and clinically oriented services for guests and organisations will all be a part of American World Clinic’s outreach to the Barbados travel and tourism sector.


Further, our objective with the AWC web portal and call centre will be the ability to book entire packages, from hotel rooms to restaurant reservations, golf tee times and other elements of patient visits, all coordinated with their medical procedures or services.


In choosing Barbados for its first international medical centre, AWC identified and selected a location with a strong existing tourist market, a stable and supportive government, excellent basic infrastructure, and a high quality work force. Additionally, easy accessibility from major markets in the Americas, UK, and Europe was a key advantage.


Barbados meets all those criteria and more. According to Robert Pride, President and Vice- Chair of AWC, “Business and healthcare leaders from around the world with whom we speak are amazed at the speed with which our enterprise has taken shape. We owe much of that to the urgency and importance the Government of Barbados has placed on our project and to the encouraging reception we’ve received from the Barbados medical community. Everyone wants the AWC project to move forward as quickly as possible. We’re enormously excited to bring this very unique project to Barbados.”


American World Clinics 109


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