Organisation & Managment of Medical Tourism in
Maharashtra
Author(s): Bankar A P
Abstract
This paper explores medical tourism industry and driving factors and organisation & management of
medical tourism in the state of Maharashtra. The discussion is framed about cost effectives in medical
tourism comparison with abroad and other states in India with Maharashtra. Maharashtra is known as the
only tourist state in India having four world heritagemonuments i.e. Ajanta caves, Ellora, Elephanta caves,
and Chhatrapati Shivaji Terminus. Now the period of globalisation Maharashtra is also ahead in health care,
Maharashtra has one of the best qualified professionals in each field and this fact has now beenrealized the world over regarding medical facilities.
Maharashtra has the most competent doctors and world class medical facilities with most competitive
charges for treatment of certain medical problems. After carving niche for itself on the global tourism map
, Maharashtra is now looking for creating a new identity by offering best health services to tourist.Undoubtedly a lot in the recent days and experts are comparing it as one of the best emerging medical tourism destination. After Bangalore, Delhi, Kolkata,Kerala in India, Maharashtra has better scope in medical tourism in the coming decade, be it Ayurvedic, Homeopathy, Allopathic medicines local doctors are second to none.
Introduction
The concept of Medical Tourism is not new one, in ancient Greece, pilgrims and patients came from all
over the Mediterranean to the sanctuary of the healing God Asclepius at Epidaurus. In Roman Britain patients
travelled to the Hot Waters Springs to cure their diseases, a practice that continued for 2,000 years.
From the 18th century wealthy Europeans travelled toSpas from Germany to the Nile.In the 21st century relatively low-cost jet travel has taken the industry beyond the wealthy and desperate.Later, mostly wealthy people began travelling to tourist destinations like the Swiss lakes, the Alps and special tuberculosis sanatoriums, where professional and often specialized medical care was offered. In this century, however, Medical Tourism expanded to a much larger scale.
Thailand, followed by India, Puerto-Rico, Argentina,Cuba and others quickly became the most populardestinations for Medical Tourists, complicated surgeries and dental works, kidney dialysis, organ transplantation and sex changes topped the list of the most popular procedures. From Neolithic and Bronze age where in people used to visit neighbouring countries for Minerals and Hot Springs , today we have reached the era where Hospitals are more like
Spas and Spas more like hospitals.
Defining Medical Tourism
There are many ways to define Medical Tourism which is also known as Medical Travel, Surgical Tourism,
Health Tourism, Medical Value Travel, Health Care Abroad, Medical Overseas, Overseas Medical, andeven Medical Outsourcing and Offshore Medical.Medical Tourism can be broadly defined as “ providing cost effective private Medical care collaboration withTourism Industry for patients needing surgical andother forms of specialized treatment
In simple words Medical Tourism is the process of travelling abroad to receive superior medical, dental
cosmetic care by highly skilled surgeons at some of the most modern and state of the art medical facilities in the world where the cost of treatment is comparatively very low then their home country.
Medical Tourism in India
Medical Treatment is the latest reason to visit India because of the low cost with world class services and
quality treatment. India is promoting the ‘high-tech-healing’ of its private health care sector as a
tourist attraction. The Ministry of Tourism is encouraging Medical Tourism, Operators to sell the
idea of travelling to India for low cost but world class treatment.Medical Tourism in India is a combination of several
factors which makes India a unique healthcare destination. Over 60,000 cardiac surgeries are done every year with outcomes at par with international standards. Multi-organ transplants are successfully performed at 1/10th the costs in comparison to the West, patients from over 55 countries are treated at Indian hospitals.
The Indian healthcare industry is undergoing a phenomenal expansion and India in now looked upon as the leading country in the promotion of medical tourism, with an annual growth rate estimate at 30% while India top-rated education system provides an estimated 30,000 doctors and nurses each year to meet this demand the Indian governments spend on the health care sector is expected to around 8% of its GDP by 2012. Statistics suggest that the medical tourism industry in India is worth $333 million (Rs.1,450 crore) while a study by CII-MacKinsey estimates
that the country could earn Rs.5, 000-10,000 crore by 2012. The study predicts that “ by 2012, if medical tourism were to reach 25 per cent of revenues of private up-market players, up to Rs.10,000 crore will be added to the revenues of these players”. According to Government of India, India’s $17-billion-a-year health-care industry could grow 13 per cent in each of the next six years, boosted by medical tourism, which industry watchers say is growing at 30 per cent annually. Probably realizing the potential, major corporate such as the Tatas, Fortis, Max, Wockhardt,
Piramal, and the Escorts group have made significant investments in setting up modern hospitals in majorcities. Many have also designed special packages for patients, including airport pickups, visa assistance and board and lodging.
medical Tourism in Maharashtra
Maharashtra is the third largest State of India, both in area and population. It is located on the West Coast of
India with a 720 km long coastline along the lush green Konkan region. Nestled in the Western Ghatsand the Sahyadri mountain range are several hillstations and water reservoirs with semi-evergreen and deciduous forests. The Vidarbha region of Maharashtra, with its dense forests, is home to several wild life sanctuaries and nature parks. Thus all the three regions of Maharashtra offer considerable tourism potential. Maharashtra abounds in numerous
tourist attractions ranging from ancient cave temples, unspoiled beaches, ancient forts and monuments,forests and wildlife, unique hill stations, pilgrimage centres, and a rich tradition of festivals, art and culture.Now in the period of globalization Maharashtra is also ahead in health care. Maharashtra has the best qualified professionals in each & every field and thisfact has now been realized all the over the world especially regarding medical facilities. Maharashtra has the most competent doctors and world class medical facilities with most competitive charges for
treatment of certain medical problems. After carving a niche for itself on the global tourism map, Maharashtra
is now looking for creating a new identity by offering best health services to tourist. Undoubtedly a lot in the
recent days and experts are comparing it as one of the best emerging medical tourism destination. After Delhi,
Bangalore, Chennai and Kerala, Maharashtra hasbetter scope in medical tourism in the coming decade.
Be it a Ayurved, Homeopathy, Allopathic medicines,local doctors are second to none, medical experts
claim. On the cost front too, Maharashtra offers affordable treatment compared to other part of Indiaand foreign countries. Mumbai, Pune, Aurangabad,Nasik & Nagpur are an emerging medical tourismdestination in Maharashtra.
The Global trend also witnesses tourism as one of thefastest growing industries and every state in India is
putting in extra efforts to increase its visibility in theglobal market. This is the only state to offer all tourist
products that is unique and unparalleled.
Methods
For this research paper primary data was collectedfrom the office of the ministry of tourism Government
of India for examining the potential of medical tourism in Maharashtra. 25 Doctors from the major private
hospitals, corporate hospitals, insurance companyofficials, were interviewed and their opinions were
recorded. The Tourism Professionals, Travel Agents,Hotels, Airline, Govt Tourism office & Academician
were also interviewed further data regarding the operative cost of treatment of various surgeries was
collected form the major hospitals. A questionnaire was prepared for medical tourismcompanies in Maharashtra and hospitals and somedata through an extensive literature review and online search.
FINDINGS
Maharashtra is one of the progressive states & second largest state in the country. Important demographic
indicators of the state are as below: Demographic indicators of Maharashtra Particular Maharashtra India
Area (Sq.Km.) 314 3287 Proportion of State Area to Total Area 9.5 100 Population (Million) 96.87 1028
Percentage of state Population to total Population 9.42 100 Population Density per Sq.Km. 314 324 Urban
Population 42.43 27.82 Sex Ratio 922 933 Literacy Percentage 77.27 65.8 Female Literacy Percentage
67.51 54.16 Healthcare services in Maharashtra.Maharashtra has been in the forefront of healthcare
development in the country. It was among the firststates to decentralize primary healthcareadministration through Zilla Parishads as early as1961.Further, under the Minimum Needs Program,Maharashtra was again one of the first states to achieve the norms mandated for primary health centres, subcentres and Rural Hospitals. The statealso has the largest private health sector in India whose reach is quite extensive. Primary Healthcare service Secondary Healthcare service TertiaryHealthcare service No. of Primary Health CareServices is 1816 including Tribal and Non Tribal No. of Sub Centre is 10579 including Tribal and Non Tribal Tertiary Healthcare services The Tertiary healthcare service in Maharashtra has witnessed an enormous growth in infrastructure in the private and voluntary
sector. The private sector which was very modest inthe early stages has now become a flourishingindustry equipped with most modern state-of-arttechnology at its disposal. It is estimated that 75-80%of healthcare services and investment in Mahrathatra are now provided by the private sector such as theTatas, Fortis, Max, Wockhardt, Piramal, Apollo and the Escorts group. some of the hospital in Maharashtra accredited by the national and international
accreditation body like , NABH, QCI, ISO, JCI Maharashtra has to-notch centre for knee replacementsurgery, hip replacement surgery open-heart surgery, cosmetic surgery and cancer therapy, and virtually all of clinics are equipped with the latest electronic and medical diagnostic equipment. The various facilities in Maharashtra include full body pathology,comprehensive physical and Gynaecologicalexaminations, dental check-up, eye check-up, diet
consultation, audiometric, spiroety, stress & lifestyle management, digital X-Ray, 2D echo, colour Doppler,
CT scan high strength MRI. Local medicos have treated number of international patients the clinical outcome was at par with world’s best centres, for Maharashtra has internationally qualified and experienced specialists, super specialists. Surgeons had also presented research paper at several international seminars and undergone fellowship at foreign universities. Moreover there is an assurance that patients will get personalized care and hospitality.
Doctors in Maharashtra are proficient in English most even provide interpreters to cut across language
barriers while the patient stays at hospitals, they take care to see that the visit becomes a pleasant experience.
SUGGESTIONS
Medical Tourism is undoubtedly, a trend than is still in its process but it has enormous potential for growth
and development in India. Maharashtra too can benefit from this trend of Medical Tourism for which the
following recommendations have been suggested. - Atpresent there are only 17 hospitals in India and out of
03 hospitals in Maharashtra accredited by JCI i.e.Joint Commission International which is the global are
of US based joint commission on the accreditation of healthcare organisations. Which have accredited
hospitals in Europe, America, Asia, and Middle Eastthe JCI accreditation to hospitals in India would help
an symbol of trust & benchmark for medical touristworldwide. - At National level CII has just enlisted
hospitals offering medical tourism facilities in India which is not enough there should be a accreditation
body at the national level concisely the Ministry of Tourism, Medical Council of India, National
Accreditation Board for Hospitals. - The government,together to change the predominant image in the
minds of the average public in the medical tourist. An special cell for promoting medical tourism should be
established in the ministry of tourism Govt. of India.There is no approval procedure for medical tourism
facilitator tourism ministry and regional tourism govt office set parameters and standard for Medical
Tourism Facilitator. - There has been a lot hue and cry from the activist groups against opening up hospitals
for medical tourism for the reason that the available facilities are not even sufficient for the domestic
patient. It is real menace to see the poor Indian citizen dying on streets while the wealthy foreigners getting
five-star hospitality in addition to medical treatment. -
One major obstacle that is impeding the uninhibited growth of the global medical tourism sector is a lack of
PPP Public Private Partnership and of a one brand initiative. Singapore, Malaysia, Korea and severalother countries have established boards formed by tourism authorities, chambers of commerce, ministries of health and private organisations with one shared objective. In India, there is lack of a single, unified body that works towards a common goal. – Another major hurdle is poor marketing strategies. Many small-scale India healthcare organisations emphasise India as cheaper destination, but there is a significantdistinction in what is cheap and what value is for
money. India has a long way to go to establish itself as a leading medical tourism brand that can offer high
quality healthcare at affordable prices, with an additional pull factor being its attractive tourism
activities. - The Indian legal infrastructure is not at all geared up to handle healthcare specific litigations in a
speedy manner. Internationally, legal redressal is a routine affair, which in India, is considered as against
ethics. Though there exists a mechanism to deal with medical insurance related cases, there redressal is so
much consuming. There should be one specialregulatory body to monitoring and controlling medical
tourism operation in India.
References
1. Medical Tourism in India by Raj Pruthi, Arise
publisher & Distributors 2. Medical Tourism: Global
Outlook and Indian Scenario by Percy. K. Singh
Kanishka Publishers. 3. Medical Tourism in India by Dr.
R. Kumar 4. Principals of Hospital Administrator and
Planning by B.M. Sakharkar 5. Incredible India
Broachers, published by Ministry of Tourism Govt. of
India 6. Literature of review from article published by
Dr. Prem Jagyasi , Alexandru Nedelea, Babu P.
George, Richard M. Lagiewski. 7. Joint Commission
International ( JCI ) accredited organisation manual 8.
Website of Ministry of health, Govt. of Maharashtra ,
Ministry of Tourism, 9. TRAM Report on Global
Medical Tourism, 10. Healthcare tourism in South East
Asia. Tourism Review International by Henderson J.C.
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