Before a health center can achieve international accreditation, there are a series of prerequisites to achieve that are equally important to the accreditation itself.
This was considered by Claudia Mika, CEO of Temos International, during the International Accreditation for Medical Tourism panel, in the framework of the 4th Conference Panasalud 2019, the most important medical tourism event in Panama.
“Temos international accreditation is more than a certificate. It is required to have key prerequisites such as a government license to operate, a quality management or management system, certified doctors and staff, a clear idea of your key goals and indicators, as well as defined operational processes, a comfortable climate, and clear communication, “said Mika.
Temos defines accreditation as a self-assessment process and external peer evaluation used by health care organizations to assess their performance levels in relation to setting standards and implementing ways to continuously improve.
Unique sale proposition
Elizabeth Ziemba, president of Medical Tourism Trainning, recommended that health centers develop a unique sale proposition (USP) for international patients, so that the message about services reaches people.
“What you say about your services is going to motivate someone to purchase them. Unique means unique and it takes hard work to get to that point. Therefore, the provider must have a passion for health tourism and be constant, two essential points to succeed”, said the international expert in the sector.
Ziemba also indicated that the next step in the proposal is to write the consumer choice applied to health services, which goes beyond an analysis.
The theory of consumer choice is the branch of micro-economic that relates preferences to consumer spending and consumer demand curves.
In this regard, Ziemba highlighted seven points to consider:
- Environment – climate, the characteristic of each service, transport and treatment
- Image of destiny – Demystify imaginary about destiny
- Price – tied to the unique sale proposal
- Risk and reward – how safe is the destination, the results of the clinic, word of mouth, effective use of social networks
- Geographical proximity – how close the destination is
- Infrastructure – how developed is the health infrastructure.
- Cultural proximity – language, food, religion, sports, music, etc
Finally, Ziemba said that an internationally accredited health centers substantially improves the quality of its services and builds trust in people.
“Once the accreditation is obtained, then you can integrate this value in the message that you send to international patients, it works on your benefit and your unique selling proposition.”