ANALYSIS / MEDICAL MEETINGS
(DTCM) and Abu Dhabi Tourism & Culture Author- ity (TCA Abu Dhabi), in conducting educational workshops to ensure that everyone involved has a clear understanding of the dos and don’ts, as well as the ethical requirements. Aside from the need to increase industry sector
knowledge, MCI’s John highlights the population demographic as a challenge when pitching against other international destinations. “We still don’t have a lot of physicians based
Jerad Bachar
READY TO DO BUSINESS The biggest challenge for the region’s meetings pro- fessionals is the need to understand and work with the pharmaceutical codes of practice and to ensure this is ‘front of mind’ at every stage of the project. “We need to be very cautious in terms of venue
suggestions and sponsorship items. Certain suppli- ers here, such as DMCs, are not necessarily aware of the codes and so pitch for business without understanding the implications of, for example, suggesting a five-star beach property as opposed to a city hotel. Not only will they lose out to another destination, but it has a detrimental effect on indus- try perception as a whole,” says Lolliot. “Hotels that have words like ‘palace’, ‘resort’ or
‘spa’ in the name don’t get selected as they can be associated with ‘jollies’ rather than serious business meetings. Luckily the UAE has a sizeable number of city properties so not all of the inventory is on the beach. We also have to make sure that the medical content for an event is in line with the CME credits process so that it adds value all the way,” clarifies John. Bachar is quick to emphasise the need for the
industry to work in tandem with the relevant local health authorities in each country and the Minis- try of Health to ensure a successful outcome and a happy client. “To facilitate this we launched the Dubai Bid Alliance, which opens up the lines of com- munication with all key stakeholders from hotels to airlines, as well as with government entities such as immigration, airports and the local transport authorities,” he explains. “The international code of conduct for phar-
maceutical practices is well-known in Europe and North America for funding medical congresses and this trend is slowly moving towards the Middle East, although codes here are not being strictly imple- mented,” he says. Along with DCB, CSI has also been part of a
movement supported by tourism bodies, including Department of Tourism and Commerce Marketing
Hotels that have words like ‘palace’, ‘resort’ or ‘spa’ in the name don’t get selected as they can be associated with
‘jollies’ rather than serious business meetings _ Alex John, Regional Director Business Development, MCI
34 / Alex John
here who specialise in a particular field, or even a large volume of medical professionals in general and this is purely due to the size of the population. When we make an international bid we are sitting at the same table with São Paulo (Brazil), India, Korea, China, Spain and London (UK). All these destinations are exponentially larger in population volume so it’s easier for them to attract large-scale events to their cities.” For Sirk, the absence of a strong homegrown
association community is another challenge and one that is prevalent throughout the Middle East. “Many healthcare associations require formal bids from local members or chapters, so sometimes the UAE will find itself unable to launch a bid eas- ily. However, the demand factors are so strong and the emergence of association members across the region is progressing so swiftly that this issue is in the process of being overcome,” he says.
THE CASE FOR MEDICAL TOURISM
According to a December 2011 report from Gulf investment bank Alpen Capital, healthcare providers in the GCC are focusing on growth opportunities in the US$50 billion global medical tourism sector with the UAE leading the region in existing facilities and new projects.
According to Business Monitor International, medical tourism revenues for the UAE reached US$1.7 billion in 2010 and the sector is currently projected to grow by around 15 percent per annum.
Additionally, Dubai Healthcare City has recorded a sizeable increase in the sector with 15 percent of its business from medical tourism in 2011, up from five percent in 2009.
In the Northern Emirates, relative newcomer Ras Al Khaimah Hospital has been marketing its facilities overseas through the launch of research-focused offices in a number of countries, including Iraq, Afghanistan, Ethiopia and Nigeria. The hospital has also developed a series of packages that include airline tickets, visitor visas and negotiated rates at partner hotels in the emirate.
Other Middle Eastern countries are jumping on the medical tourism bandwagon with the launch of the US$1 billion Apex Medical Group ‘medical city’ pegged for 2014 in Salalah, Oman. The facility will have a 530-bed hospital, a transplant and rehabilitation centre, a diagnostic and prevention centre, healthcare resort and education complex.
Jordan is also a popular hub with 234,000 medical tourists visiting in 2010, generating US$1 billion in revenue, although post-Arab Spring it has seen a decline in visitors from neighbouring Middle East countries.
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