Innovation and New Products in the Health-/ Spa or Wellness tourism for a sustainable business

development

Joós AdélDirector of

Hunguest Hotel Helios***superior

Holistic Health Resort and Medical Center

Hungary-Hevíz

You can't learn in school what the world is going to do next year.Henry Ford

Health and SPA/Wellness Tourism

• Medical(Health)Tourism • Medical Wellness• Wellbeing(-Wellness)• Holistic wellness• Spiritual wellness• Wholeness• Selfness

Spa”salus per aquam” - places devoted to overall well-being through a variety of professional services that encourage the renewal

of mind, body and spirit. (International SPA Association) Ayurvedic spa, Club spa,Cruise ship spa,Day spa,Dental spa,Destination spa,Garden

spa,Medical spa,Mineral springs spa,Resort/hotel spa, Mobile spa,

Medical tourism/medical travel/ health

tourism or global healthcare is a term initially coined by travel agencies and the mass media to describe the rapidly-

growing practice of travelling across international borders to obtain health care.

Services:• Abdominal Aortic Aneury

sm• Angioplasty• ASD• Bypass Surgery• Cardiac Angiography• Carotid Artery Disease• Carotid Artery Surgery• Coronary Artery Bypass

Graft Surgery• Carpal tunnel biopsy• Pancreatic Cancer• Weight-loss surgeries

Abdominal Wall Surgery• Breast Surgery• Dermabrasion or Skin S

moothing Surgery• Disc Replacement• Heart Valve Replacemen

t• Hair Transplant• Knee Joint Replacement• Thyroid Gland Removal• Kidney Cancer• Hemorrhoids• Uterine Fibroids

www.meditravels.org

Destinations: • Costa Ric

a• • Czech Re

public• India• • Korea• • Malaysia• • Mexico• • Philippine

s• • Singapore

www.meditravels.org

Procedures List We ServeAlternative TreatmentsAyurvedaCancer TreatmentsCardiacCosmetic SurgeryDentalDiabetesEye TreatmentsFertilityGeneral SurgeryGynecologyOriental MedicineOrthopedicSpineStem Cell TherapyTransplantsUrologyWeight lossWellness & Spahttp://medicaltourism.com

Our Affiliated DestinationsArgentina,AustriaBarbados,BrazilChile,ChinaColombia,Costa RicaCzech Republic,DubaiEcuador,El SalvadorFrance,GermanyGreece,GuatemalaHong Kong,HungaryIndia,IrelandIsrael,JordanKorea,LithuaniaMalaysia,MexicoPanama,PhilippinesPortugal,RomaniaSerbia,SingaporeSlovakia,South AfricaSpain,SwitzerlandTaiwan,ThailandTunisia,TurkeyUnited Arab EmiratesUnited KingdomUnited StatesVietnamhttp://medicaltourism.com

Medical wellness

• „Medical Wellness beinhaltet gesundheitswissenschaftlich begleitete Maß nahmen zur nachhaltigen Verbesserung der Lebensqualität und des subjektiven Gesundheitsempfindens durch eigenverantwortliche Prävention und Gesundheitsförderung sowie der Motivation zu einem gesundheitsbewussten Lebensstil”. (Deutscher Medical Wellness Verband)

• „The Medical Wellness Association defines medical wellness as the “practice of health and medical care relating to proven wellness outcomes. “ (medicalwellnessassociation.com)

Wellbeing-Wellness

• Wellness is generally used to mean a healthy balance of the mind, body and spirit that results in an overall feeling of well-being. It has been used in the context of alternative medicine

• The term quality of life is used to evaluate the general well-being of individuals and societies. The term is used in a wide range of contexts, including the fields of international development, healthcare, and politics. Quality of life should not be confused with the concept of standard of living, which is based primarily on income. Instead, standard indicators of the quality of life include not only wealth and employment, but also the built environment, physical and mental health, education, recreation and leisure time, and social belonging

Holistic Wellness

• Wellness is the condition of being in optimum health. It is a holistic blend of physical, mental, and spiritual well-being-the result of consciously choosing to live a

quality life. • The path of natural health and wellness is

a life-long journey that requires personal responsibility and commitment.

(http://www.holistic-wellness-basics.com/ )

Anyone who stops learning is old, whether at twenty or eighty. Anyone who keeps learning stays young. The greatest thing in life is to keep your mind young.Henry Ford

Spiritual Wellness

• A person engaged in the process of spiritual wellness is willing and able to transcend oneself in order to question the meaning and purpose in his/her life and the lives of others.  He/she is involved in the process of questioning all that is around him/her and has an appreciation for that which cannot be completely understood.  This person seeks to find harmony between that which lies within and the social and physical forces that come from outside.  Feelings of doubt, despair, fear, disappointment and dislocation as well as feelings of pleasure, joy, eagerness and discovery are part of this search for a universal value system.

Whole(ness)=Egész(ség)

In normal usage, the word "whole" means simply complete, entire, undivided, not ill or injured. Holistic science and philosophy and the study of systems have added

new dimensions to our understandings of wholeness

understandings which are still developing. • unity and diversity, relationship and

uniqueness, and context and interiority

• The quality or state of being whole, entire, or sound; entireness; totality; completeness.

Time and money spent in helping men to do more for themselves is far better than mere giving.Henry Ford

Selfness• Selfness is more than wellness.Beside healthy living herby we

speak about getting in balance with ourselfs. Selfness means: self-knolege, a life-long journey to understand ourselfs, to consciously train our body-mind-soul(spirit) across our whole life.

• The followers of selfness tend to reach the total harmony of body and mind to achieve a healthy SELF-RECOGNITION.

• Selfness is often mentioned as a trend for changing ourselfs, because the better recognition of what we are, brings the need to change even once life.

• We all wants to be self confident, optimistic, balanced, which we want to pass on to our environment.

• The methods of Selfness helps us to get more and more acquainted with our inner values. It is our responsibility to cross on a devevloping process to live an equvivalent life to our potential.

• SELFNESS is development and even a break out:The selfness means for people who are willing to live a healthy life, a possible self-improvement in which process is going to born a balanced, an ambitious ,to itself and his-or her decisions being responsible,self-balanced individuum.

The goal and the stations of „SELFNESS-LIFE-STYLE”:

• To recognise ourselfs, the exploring of our strengths and weaknesses

• Changing ourselfs (inside, outside), and the change of our environment

• Establishing a healthy self-confidence:• Finer body and soul, ambitious environment, meet our

balance, contence,safety,and happyness.• To help establishing a happy and healthy society.• The possible applications of selfness has bee on

implemented by alternativ therapists, psychiatrists, spiritual therapists, but the circle is constantly growing… 

(Hungarian Selfness Association)

The highest use of capital is not to make more money, but to make money do more for the betterment of life.Henry Ford

Innovation • Innovation . . . is generally understood as the successful

introduction of a new thing or method . . . Innovation is the embodiment, combination, or synthesis of knowledge in original, relevant, valued new products, processes, or services.

• "Innovation is the multi-stage process whereby organizations transform ideas into new/improved products, service or processes, in order to advance, compete and differentiate themselves successfully in their marketplace."

•"All innovation begins with creative ideas . . . We define innovation as the successful implementation of creative ideas within an organization. In this view, creativity by individuals and teams is a starting point for innovation; the first is necessary but not sufficient condition for the second".

•"Innovation, like many business functions, is a management process that requires specific tools, rules, and discipline."

When everything seems to be going against you, remember that the airplane takes off against the wind, not with it.Henry Ford

What is the purpose of Innovation Companies cannot grow through cost reduction and reengineering alone... Innovation

is the key element "in providing aggressive top-line growth, and for increasing bottom-line results"

• Quality management• Opening new market/-place• Enlarge product offer• Reduced labour costs• Improve product line process • Reduced materials• Reduced environmental damage• New products and/or services• Reduced energy consumption• Conformance to regulations 

Quality management• Facilities• Workforce(Job Facility,coaching)• Product• Sales(IT services up to date,be

international, language knowledge, homepage is a sales object…)

• Marketing(everithyng can be sold…)

• PRQuality means doing it right when no one is looking.Henry Ford

(new)Opening of (new)market-/place

„GNÓTHI SEAUTON”

• (new) defining our product (Object-Environment(micro,macro,international))

• (new) defining markets (country,our costumers)• (new) defining our strengths-weaknesses• (new) defining our strategy of sales , marketing,

PR concerning market place• Specification of market place/-segmentation

concerning product type and costumer (should be catch)

Find Yourself within the Global Marketplace, Position Yourself, Identify Your Product and/or Service Offering, Identify Your Target Market

(New)Product Development

new product development (NPD) is the term used to describe the complete process of

bringing a new product or service to market. 1. Idea Generation

2. Idea Screening

3. Concept Development and Testing

4. Business Analysis

5. Beta Testing and Market Testing

6. Technical Implementation

7. Commercialization

8. New Product Pricing

Idea generation• Gastronomy: Food(suitable for food allergical-diabethical, muslim-halal,

vegetarian, fresh,home made, cakes and bread free from food allergical ingreediants,also as take away, ice cream)Drink (glutenfree beer, even as happy hour, basic diet, paleolith diet, liquid diet…)glutenfree cooking course, hungarian cooking course,jubileums evenings with galadinner

• Room (Koran,prayercarpet,colon service,water services,fresh fruits … )• Therapy:implementing new methods, (medical lymph drainage,salt

chamber aktív aircirculated salt breathing), new packs (sulfur, wellness mud, fluor),new wellness body rituals, individual cabins with shower for these rituals, fish therapy (pedicure, bath), quantum medicin, medical laser, wellness lymph massage cloth, trx-training, different types of yoga, yoga courses, holistic liquid cure, self-confidence courses, selfness open door days, alternatív therapy(bach-/deva therapy, Hellinger, TCM, Reiki, Music therapy, Fitotherapy, Individual consultation,…,)

• Hotel:weekly regional manufactures market, fashion show,regional ensembles weekly performance, life musik evenings,hungarian famous singers performance weekends in low season, special gastronomic weekends,

Idea screeningWill the customer benefit from the product?

Investigating our costumers now (questionnaire 6 languages ,10-20-30%) (what are the most common problems at the therapy-getting older, cancer, heart problems…)eating habits (soup at lounch),herbal tee free avaliable after breakfast, glutenfree diet=therapy…

What is the current or expected competitive pressure for the product idea? How can we keep our costumers? Our partners? Costumer bonus program(card,

first minute).Individual broshures 2 times/year.You are the first you are the winner.

Which are the markets now? what are the potential markets, how can be up to date in these different markets? Different offer for the markets, country holidays.

Who can be our new costumer, who doesn’t disturb our costumers now!!!!What is the size and growth forecasts of the market segment/target market?

Age of guests 50-… 80%, 70-…30%!! We need younger guests?! Selfness.What are the industry sales and market trends the product idea is based on?• Increasing Health travel, increasing therapie, increasing allergy, stress,

locomotiv disorders…

Is it technically feasible to manufacture the product?Will the product be profitable when manufactured and delivered to the

customer at the target price?

Know What Your Competitors Are Doing

Concept development and testing

• Food allergy bufett system (1 year staff training, testing period, pictograms)

• Holistic liquid therapy (testing on collegues, testing therapists, test on 1 guest new program 4-5 days inatead of 12-but…)

• SELFNESS (selfness week, selfness weekend, open air presentation, exhibition, conference, performances, training)

• Collage of Hungarian Alternativ Therapies also in H.Helios Hotel (educational program)

• Therapie as information center (heviz-therapy-com) http://terapia-heviz.hu/en/category/terapia instead of hotel

Differentiate Yourself from the Competition

PICTOGRAMS

GLUTEN FREE

LACTOSE FREE

MILK PROTEIN FREE

EGG FREE

SOY FREE

YEAST FREE

NATIVE SUGAR FREE

LOW CALORIE

LOW FAT

LOW PROTEIN

FOOD LABEL

Business analysis

• Estimate likely selling price based upon competition and customer feedback

• Estimate sales volume based upon size of market and such tools as the 

• Estimate profitability and break-even point• Food allergy (we had skills, budget low, official

licence for production, pictograms, marketing costs, food labelling,)

• Liquid therapy (low budget)• Selfness (self confidence programs,yoga week,

life style programs) budget in price• New web page

Prepare to Overcome Potential Barriers

Beta testing and market testing

• Produce a physical prototype or mock-up• Test the product (and its packaging) in typical usage

situations• Conduct focus group customer interviews or introduce at

trade show Food allergy (contact to the hungarian central and regional associations, Austria, Germany, Slovakia, Market and product tastings, controlling monitoring)

• Produce an initial run of the product and sell it in a test market area to determine customer acceptance

Liquid therapy, Selfness, Medical Therapy, questionnaires, therapists experiences, follow up

Selfness- Questionnaire• Make adjustments where necessary

CONTINOUSLY PERFECTIONING…

There is no man living that can not do more than he thinks he can.Henry Ford

Commercialization

• Launch the product• Produce and place advertisements and

other promotions Online marketing, google adwords, Print media, Exhibitions, Journalists study tour

• Fill the distribution pipeline with product• Critical path analysis is most useful at

this stage

GLUTENFREE COOKING

Product prising• Impact of new product on the entire product

portfolio• Value Analysis (internal & external)• Competition and alternative competitive

technologies• Differing value segments (price, value, and need)• Product Costs (fixed & variable)• Forecast of unit volumes, revenue, and profit• Food allergy-bufett same price • Liquid therapy, selfness… depending quality can

be 50% expensive than normal package price good price and value

WEB SITE

Thank you for your attention!

Coming together is a beginning; keeping together is progress; working together is success.

If you think you can do a thing or think you can't do a thing, you're right.Henry Ford