Cashing In On The Tourism Boom

The Silicon Valley of India is witnessing a major inflow of foreign patients. Nayantara Som explores the reasons for Bangalore's emergence as the hotbed for medical tourism in the country

If one has to personify Bangalore as a human being, then perhaps Lord Tennyson's 'Ulysses' is tailor-made for the character of the city. The city never stops looking for more. After being bitten by the IT bug, Bangalore is all geared up to experience another new trend. The Garden City has yet again become a focal point in the world map. But this time, outsourcing is not the reason. Patients from all parts of the world have been flocking to the Silicon Valley city like never before. Medical gurus are hailing this growing trend as the goldmine waiting to be explored by a city which is always hungry for more. All this is courtesy the sudden boom of medical tourism in the city. The healthcare sector now is finally 'Bangalored'.

Dual Purpose Tourism

According to an official from the Karnataka Tourism Department, healthcare in Bangalore came into the limelight when Noor Fatima from Pakistan came to Narayana Hrudayalaya in July 2003, and was operated on by Dr Devi Shetty. After that, there was no looking back for the city. Her surgery was a landmark because not only did it help in thawing the hostility between the two neighbouring countries, but also drastically reversed the table in the medical scenario of the city for the better.

Hospitals and corporate establishments in the city have realised the potential of this niche market and have accordingly channelised their needs and facilities. Travel agents and hotels are structuring their packages and holiday schemes in accordance with the inflow of foreign patients coming into the city. Corporate bigwigs like Apollo have collaborated with travel agents to come up with SitaCare in a bid to attract more tourists to the city. It's not just the Indians and the NRIs from the neighbouring countries who are streaming into India for medical treatment. Apart from NRIs, foreign patients mainly come in from the Gulf, Europe (mainly UK) surprisingly from South East Asia and the US. They come to Bangalore with a dual strategy in mind to get their medical treatment at one-third the cost and to explore Bangalore. A spokesperson from Thomas Cook India informs, "International patients mainly go to Coorg, Mysore, Hampi, Ketur, Belgaum and Bagalkot." In the long run, they add to the foreign exchange of the country. The idea is to kill two birds with one stone.

Why Bangalore?

From being a global outsourcing centre, Bangalore has now become a health giver to the world. Medical tourism as a phenomenon is only eight to ten years old in the city. Compared to metros like Mumbai and Chennai, Bangalore was a late starter in the race. However, considering the entrepreneurial spirit of the city, it has caught up. Today, the city aims to become the numero uno in attracting foreign patients from all across the world.

So the question is, why Bangalore? How has it managed to emerge as the hot seat for healthcare both for domestic and for offshore patients? Experts point out myriad reasons.

Dr Kishore Murthy, CEO, Hosmat Hospital explains, "Bangalore is a well-known brand in the world. It is a knowledge city, has the top hospitals and also offers pleasant weather for patients coming here for treatment." Vishal Bali, CEO, Wockhardt Hospitals echoes, "Bangalore has a tremendous impact in the world. Today, people abroad associate India with Bangalore. There is a lot of new health infrastructure. Courtesy the IT industry it is known as the knowledge hub and the hospitals here are internationally acclaimed."

"Bangalore has become the centre of attraction primarily because of the large number of top hospitals in the city and the innumerable medical institutes and colleges" - Vittal Murthy Secretary Kannada Culture Information and Tourism

According to a spokesperson from Manipal Hospital, "The weather of Bangalore is perhaps the biggest factor for foreign patients coming into the city. It suits almost all patients. Patients say that unlike other cities, they are extremely comfortable with the weather here." Vittal Murthy, Secretary, Kannada Culture Information and Tourism throws light on another aspect. "Bangalore has always been the hub for healthcare since the British era. Now, it has become the centre of attraction primarily because of the large number of top hospitals in the city and the innumerable medical institutes and colleges. Hence, the number of medical experts and professionals are also increasing by the day." Another source from Karnataka Government Tourism points out, "Most of the hospitals in Bangalore have capitalised on the growth of the floating population and the growth of the income bracket." Additionally, holistic health centres in the city also offer alternate systems of therapy like yoga, Art of Living courses and Ayurvedic therapies.

Moreover, most experts from the industry acknowledge the fact that the cost of surgeries like cardiac surgeries, cancer treatment or an orthopaedic surgery is one-third the cost charged in developed countries like the US or the UK.

There is also a close nexus between technology and the healthcare sector in Bangalore. "There have been cases in our hospital where a patient had not been diagnosed of a particular disease abroad but when they came here their disease was detected," adds the same spokesperson from Manipal. "Online appointments with doctors and specialists have made treatment easier and the waiting period for patients has considerably reduced. This in turn has led to an inflow of foreign patients into the city," informs HOSMAT’s Dr Murthy. The concept of telemedicine is being used on a large scale by hospitals such as Manipal and Narayana Hrudayalaya. Resumes of doctors are displayed online so that international patients can choose their doctors.

International Collaboration

Internationally-acclaimed doctors and specialists choose to venture out in this city-this is yet another feather in the cap for the city, which till date was only associated with IT.

This is not all. Hospitals are having tie ups with internationally acclaimed medical brands. Bali adds, "Perhaps the plus point for Wockhardt is its association with Harvard Medical International (HMI), which has a reputation across the world for the quality services rendered to its patients. This in turn has led to more foreign patients coming into our hospital. International patients are very discerning. Before venturing out for treatment to another country, they see to it that they are well informed and not kept in the dark."

At the end of the day, patients are always on the look out for quality services, and that is exactly what hospitals in Bangalore are aiming to achieve-to strike the perfect equilibrium between quality and quantity.

Different Strokes For Different Folks

"We have standardised all protocols in terms of smoother licensing with international system of integrated health-oriented value additions" - Benny Charles Daniel Manager, International Patient Services, Sagar Apollo Hospital

Different hospitals adopt different strategies to attract overseas patients. Sagar Apollo Hospital, for instance, has systematically planned its strategies. Benny Charles Daniel, Manager, International Patient Services, Sagar Apollo Hospital, states, "We have standardised almost all protocols in terms of smoother licensing with international system of integrated health-oriented value additions, holistic health solutions as well as conceptual health-oriented options. For instance, we have started with a system of cashless payment with providers and working on a new concept healthcare focusing not only on the highest international standard healthcare but also on integrated health and hospitality snergy where the services are not just promoted as a package. It is rather positioned as an effort to highlight Bangalore as just not a medical hub but as a place which in technology travellers in taking their healthcare beyond boundaries at their personal standards."

Hospitals in Bangalore are now providing the services usually provided by a five-star hotel. Accommodation in hotels, which is usually a herculean task for foreign patients, is provided both for the relatives as well as the patients. HOSMAT Hospital even has a building within its campus to accommodate relatives of patients. Airport drops and pick-ups for patients and relatives are all rendered by the hospitality division of the hospital. Most of the hospitals have come up with a travel desk to cater to foreign patients and their relatives. Manipal Hospital, for instance, has an International Patient Care Centre.

Additionally, a lot of emphasis is laid on the infrastructure of their hospital. Manipal, for example, has specially designed delux rooms, with posh décor and offers myriad facilities like pantry service and a wireless Internet connection. HOSMAT Hospital is coming up with two floors in its premises dedicated to international patients. These two floors alone have around 80-100 beds. This is indicative of the growing realisation about promoting medical tourism in the city.

Government Does Its Bit

Apparently the Karnataka Government is taking a slew of initiatives in promoting medical tourism in the state. An expert says, "Not just the Karnataka Government, but State Governments all across the country are realising the potential and the benefits that can come about through medical tourism."

"We do have plans to form a council of the medical community, but it is in a nascent stage as of now" - Kumar Naik Commissioner, Department of Tourism, Karnataka

Most experts from the industry have acknowledged the fact that the State Government is supportive and enthusiastic in promoting medical tourism in the city in particular and the State as a whole. Kumar Naik, Commissioner, Department of Tourism, Karnataka, states, "We have regular annual meets wherein we talk with the medical industry on a one-to-one basis. We do have plans to form a council of the medical community, but it is in a nascent stage as of now."

The Karnataka government right now is working in a meticulous manner. They first conduct research to study key players in the field, which include not just the top hospitals but travel agents and consulates in the city. Their performance over the year is reviewed and simultaneously suggestions are taken. "Consulates and travel agents have their networks abroad. So, it is easier for us to have international conferences and contacts," adds Naik.

Vittal Murthy also gives an interesting bit of information. "After the advent of the IT industry in Bangalore, the IT park was opened up. On similar lines, with the advent of the healthcare industry here, we are contemplating opening up a health park." However, the endeavour is still in its ideation stage and will take some time before it takes shape.

The Government also holds health tourism expos. A recent one was held at Bahrain. Such meets are a platform for the Government to meet international experts from the medical fraternity and brief them about the competence of Indian healthcare industry.

It's not just the State Government which is putting in a lot of interest. The Central Government, realising the potential of this sector, has come up with a national agenda and is holding tourism trade fairs at regular intervals around the year. This has given new impetus to medical tourism.

Naik diplomatically adds, "We are open to anything that will promote medical tourism. Ultimately, it is the doctors and experts from the medical fraternity who are responsible for the boom of medical tourism in the city." This remark is indeed a testimony to the positive nexus of private healthcare with the government.

Travel Reaps The Fruits

The Leela Palaces and Resorts, Bangalore, has tied up with hospitals in the city

It is not just the hospitals which are grabbing the limelight. Travel agents and hotels are cashing in on the situation and are coming up with schemes and packages to attract foreign patients to the city. They are gradually realising that immense benefits can be reaped.

The Leela Palaces and Resorts, Bangalore, which purely caters to the corporate class, have now decided to spread its wings according to the change in times and trends. The five-star hotel group has decided to tie up with Manipal Hospital. Nitienaa Arif, Head- PR and Communications, Leela Palaces, Bangalore mentions, "We are a business hotel, but understanding the need for medical tourism in the city, we have tied up with Manipal. Everything is in the processing stage." This is not all. The five-star hotel has also joined hands with Globe Health Tours.

"We offer packages for cardiac surgery, plastic surgery, dental surgery, Ayurveda and orthopaedic surgeries" - EM Najeeb Chairman and Managing Director, Air Travel Enterprises (ATE) Wellness Centre

Air Travel Enterprises (ATE) also offers a whole lot of packages to foreign patients. EM Najeeb, Chairman and Managing Director, ATE, points out, "We offer packages for cardiac surgery, plastic surgery, dental surgery, Ayurveda and orthopaedic surgeries." In addition to this, ATE has a meticulous plan chalked out. "We first identify patients who want medical treatment in this part of the country. We then recommend them to hospitals. Their arrival, departure and accommodation are all handled by us."

An important point to remember is that the role of travel agents and hotels is only in its elementary stage. Purnima Castelino-D'abreo, Public Relations Executive, Taj Hotels Resorts and Palaces, Bangalore, states, "Medical tourism is in a nascent stage, but we are looking at cultivating it as a potential segment."

The opening of the international airport in the city has attracted the attention of not just the tourists but even players in the hotel industry. Altogether, there are 39 projects coming up in the city. This, in the long run can eradicate problems of accommodation in the city.

It will take some time before these agents become one of the major forces in promoting healthcare in Bangalore. Vigilance and patience are the keywords-perhaps the means to achieve that end.

Hurdles To Overcome

The grass always looks greener on the other side of the fence. But the fact remains that for any upcoming trend, the journey is not smooth sailing. There are always two sides to any story.

As of now, the major obstacle that might hamper the growth of this promising trend is the unsystematic infrastructure of the city. Due to increase in the floating population, the roads are congested and traffic snarls have become the order of the day. Hene, commuting in the city has become a major problem. Paucity of hotel accommodation within the city for patients and relatives also poses an obstacle for international patients coming to the city. Despite an increase in service flats and a boom in the real estate business, there is no change in the problem. International flights have commenced in Bangalore, but there is connectivity only to a few countries. Bali points out, "The first impression is lasting in the mind of a person visiting Bangalore for the first time. International patients in particular get dismayed at the appalling conditions of Bangalore's infrastructure in contrast to the plush décor of the hospitals."

Daniel gives another interesting aspect, "In case of medical evacuationswhere patients have to be airlifted, at least eight seats have to be reserved. Most of the time, this is not possible. Moreover, a lot of money is required to transport the doctor, the attendants the patients and their relatives."

Possible Solutions

Government officials have chalked out a solution to this problem. "In another one to one and a half years, the international airport in Bangalore will have connectivity with almost all the major countries across the globe," predicts Murthy. He further adds, "We are also coming up with a Metro Rail Project and five townships in the city to ease congestion."

There are plans to launch air ambulances and helipads to facilitate easy transport of patients from other countries. And as far as the problem of accommodation is concerned, most hospitals are coming up with accommodation within their premises for patients as well as their relatives. Moreover, more than hotels, service flats coming up in every nook and corner of the city are now proving to be the answer to the problem of accommodation. In fact most of the five-star hotels along with their hotel room services also have their own service flats. Subratrin Paul, Director of Sales, The Oberoi Hilton Hotel, Bangalore illustrates, "Bangalore hotels are expensive. Foreign patients coming for treatment will not want to shell out a lot of money just for accommodation. They will be looking at cheaper options to save money. I have not seen too many foreign patients putting up at five-star hotels." As far as medical tourism in the IT city is concerned, the good news is that experts and Government officials are positive that with the flow of time, they will be successful in effacing the hurdles that lie in their path.

Hope Not Hype

The question now that confronts healthcare Bangalore - is it all just hype? Experts assert to the contrary. Murthy emphasises, "We are confident about the potential of the city and it is certainly not a passing phase or a bubble that might burst anytime."

Bangalore is now going through a similar stage that Thailand was going through around five years ago. Through their own expertise and by collaboration with the Government, Thailand became one of the leaders in South East Asia. Medical pundits predict that a few years down the line, Bangalore might rise to that level. Therefore there is an air of confidence among doctors that medical tourism is here for good and to bring about radical changes in the industry. It is definitely not a mirage to fade away in an instant.

Bali asserts, "Medical tourism is a global reality. Nobody can stop globalisation. There is definitely competition from South East Asia, but it is this competition that keeps us going and helps us to improve our services."

nayantara@expresshealthcaremgmt.com