ANALYSIS / MEDICAL MEETINGS Below: DCB Pharma Code Seminar
DESTINATION ATTRACTION For Alex John, Regional Director Business Development, MCI, the UAE’s past successes with large-scale events are underpinned by a solid infrastructure, with ongoing government investment boosting future potential. “Infrastructure, global connectivity and ease of visa
processing set the tone for what the UAE can offer, as well as its ‘can do’ attitude, making it an accessible destination for international associations. There is also an active medi- cal community here and more Professional Conference Organisers (PCOs) in the market now,” he explains. “The lifestyle diseases prevalent in this market, such
as diabetes and heart problems, are currently getting a lot of attention too. The focus is on education around core mobilities for both pharmaceutical companies and medi- cal society meetings where the spotlight is on therapies and ongoing treatment issues, including post-operative care – all of which have a commercial angle,” he adds. Globally, MCI generates around 63 percent of its busi-
ness from the medical meetings sector, with the UAE as a major contributor and key growth market. “If you look at conference and congress meetings anywhere in the world, medical tops the list because the industry is mandated by law to conduct congresses and conferences in order to update knowledge and for mandated Con- tinuing Medical Education (CME) certification,” he says. UK-headquartered W&O Events is about to open a
new Dubai office, prompted by demand from interna- tional clients working in the region. Managing Director
Q&A
Josef Woodman, Founder of Patients Beyond Borders
What is the attraction of the UAE as a destination for medical tourism? Its multicultural surroundings, modern travel and health infrastructure, the two large healthcare clusters – Abu Dhabi's Sheikh Khalifa Medical City and Dubai Healthcare City – and the large number of hospitals and facilities accredited by Joint Commission International (JCI). Patients can also save between 20 and 40 percent on the equivalent percentage cost of care in the US or over elective care in Europe."
Where are enquiries originating from for procedures in the UAE? Enquiries come mostly from nearby countries such as Qatar, Oman, Iraq and Libya – those countries without access to quality healthcare, or Middle Eastern country nationals in need of highly specialised diagnostics, procedures or second opinions. Around 15 percent of the patient flow also visit from more than 70 countries, including the UK, Germany, US, Canada, Russia and China.
Above and below: Arab Health Exhibition and Congress, Dubai
Costs here are higher than in other nearby markets. What is the deciding factor for patients choosing the UAE as a medical tourism destination? Luxury cosmetic surgery is a significant draw. Dubai is also popular due to its luxury tourism product, mainly with patients who know the city. The UAE is also becoming known for its complementary and alternative medicine (CAM) services. Dubai Healthcare City is currently home to 12 CAM medical centres offering treatment in several different modalities, including traditional Chinese medicine, Unani medicine, Ayurveda, therapeutic massage, naturopathy and osteopathy.
Patients Beyond Borders is a US-based online source for information on international medical and health travel.
Sallie Coventry reports an increase in UAE event interest. The company is set to run its first event this October and has a number of pitches out in the market for upcoming meetings in the next six months. “There is a clear demand for high-quality
event delivery and, by working with our sis- ter company Choice Healthcare Solutions, which has been operating in the region for several years, the growing focus on the region from pharmaceutical companies shows they want to do more local business. This is a great opportunity for us,” she remarks. International Congress & Convention
Association (ICCA) CEO Martin Sirk cites the business objectives of the medical asso- ciation congresses as a driver for interest in the region. “They want to reach out to poten- tial markets where their standards, train- ing programmes and accreditations can be adopted, in order to to raise public awareness, educate governments and healthcare practi- tioners or see new techniques and technologies in action,” he explains. “The UAE, Dubai in particular, offers a great location to bring in delegates from around the region, but these factors aren’t what is driving meetings to the destination. It’s the business objectives that generate this demand.” Annual events such as Arab Health
Exhibition and Congress are also vitally important in raising awareness, accord- ing to Jerad Bachar, Director, Dubai Con- vention Bureau (DCB). “Arab Health is a barometer on how vibrant and healthy the pharmaceutical industry is in the region. This gives a good indication of whether or not the industry will want to stage events in Dubai or elsewhere. On the other hand, medical associations measure the attrac- tiveness of the destination by monitoring the number of medical congresses taking place in a particular city and the reach of knowledge is still a top priority on the agenda,” he says. “Dermatology, urology and gastroenter-
ology are also up-and-coming hot topics and the UAE needs education in these areas,” adds CSI’s Lolliot.
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