Marketing to Inbound Patients“Tailoring International Services to the unique

needs of foreign patients”

Ralph Foster II, MBA, ACHE

Director International Services

Methodist Healthcare System

1st Annual Medical Tourism Research ConferenceJanuary 27-29, 2010

Mexico Market Potential

Estimated that nearly 5% of the Mexico population voluntarily seeks planned health care in the U.S. (Institute of the Americas)

Approximately 2-3% of them could require inpatient hospitalization

San Antonio hosts approximately 450,000 visitors from Mexico yearly

40,000 Mexican nationals own homes in San Antonio

Patients predominantly from Mexico

67% of patients originate from drive markets

Typically seek treatment alternatives for

complex and specialized procedures

Hospital’s peak patient volumes coincide with

city’s peak tourist season

Affluent and educated

Payer mix: International insurance vs. self-pay

International Patient Profile

Promoting the Medical

Tourism Destination

San Antonio and surrounding areas

Healthcare and Biosciences Industry

Methodist Healthcare

International Services

Healthcare resources available to

international patients and their families

Destination…San Antonio

Destination…San Antonio

San Antonio area is home to top 3 tourist

destinations in Texas

San Antonio 2nd most popular Mexicana VTP

U.S. travel destination

Attractions: Theme parks, shopping, sporting

events, golf courses, Fiesta

Geographic proximity

Cultural/historical ties

Safe, friendly and family oriented

Healthcare and Bioscience Industry

in San Antonio

Largest sector of the economy with impact of

$16.3 billion in 2007

Industry paid out $4.8 billion in wages and

salaries to 116,417 employees in 2007

Home to South Texas Medical Center

Military Medicine USA In 2012 when fully operational SAMMC will be the

military’s largest medical teaching and research center

Center for the Intrepid: World’s most technologically advanced rehab center for burn victims and amputees

Healthcare and Bioscience Industry

in San Antonio

Revolutionizing Healthcare

The Palmaz Stent was invented in San Antonio “Top 10 patents to change the World”

Home to one of the two Designated Cancer Centers in Texas

Largest concentration of Phase I clinical trials in the world

Home to world’s largest genomic computing cluster dedicated to human genetic research focusing on diagnosis, prevention and treatment

National Institute on Aging designates San Antonio’s research program on aging as “The Best in the Nation”

Methodist HealthcareSan Antonio, Texas

Chartered in 1955, Methodist Hospital was the pioneering facility in the S Texas Medical Center

Largest most preferred health care provider in the region comprised of: 24 respected medical facilities

7,500 employees

2,700 affiliated physicians

9-time winner of the National Consumer Choice Award for overall quality and image

“100 Best Hospitals”

Methodist Healthcare System

Dedicated International Services Office

Culturally competent and bilingual staff

on-call 24 hours

Departmental resources:

Communication: 800# toll-free from Mexico, mobile

phone e-fax, email (encrypt), website

Interpreter services

Translated patient information

Specialized Staff: Admitting/Financial Office,

Billing/Claims department

International Services

Infrastructure

Methodist International Services

Created in 1993 as the region’s first dedicated

hospital-based International Services Program

Responsible for international business

development, marketing and public relations

Develop and manage programs focused on

meeting the unique needs of patients/families

Consult with facilities when the need for a

specialized approach has been identified

Focus on exceeding patient expectations

Concierge Services

Serve as the sole point of contact for all

patient related matters

Free physician referral service (IPP)

Assist with travel and accommodations

Coordinate financial arrangements

Facilitate international insurance claims

Access to pricing estimates and special pricing programs

Language service assistance

Coordinate arrangements to 10South Suites

Assist, allay concerns and set appropriate expectations

before, during and after patient’s stay

¡Viva!

Created specifically for Latin America

Complimentary program informs members

on how to maintain a healthy lifestyle

¡Viva! “Para su Salud” magazine offers

current health information and the latest

advances in healthcare

Access to health fairs and screenings

Free parking, meals and pharmacydiscounts at hospital

Discounts and benefits from San Antonio tourism industry partners

META Methodist Emergency Travel Assistance

24-hour international emergency response

which coordinates air ambulance transfers

Arrangements include:

Coordinate with referring

physician/hospital/air ambulance

Facilitate admission at receiving facility and

bed assignment

Secure an accepting MHS affiliated

physician

Assist family with transportation and

accommodations

Diversity Healthcare

Program

Methodist Healthcare hospitals are the first in the U.S. to earn designation from Mexico based DHI

Organizational philosophy and commitment to diversity

Eliminate communication and cultural barriers which can effect patient outcomes

Focus on continuous improvement

Domestic trends reinforce efforts: Federal Laws (TitleVI, EO 13166, ADA act)

Office of Minority Health: CLAS Standards

Joint Commission Standards

H-CAHPS (Patient Satisfaction)

Magnet Status

Marketing Philosophy

Customer Relationship Management

All Customers

One-to-one Relationship Building

Data Mining

Targeting

Relationship Building

International patients

and their families

International Hospitals

and physicians

Local Physicians

International Payers

and Facilitators

Travel Insurance and

Air Ambulances

City and SACVB

Communities

Embassies/Consulates

Tourism Industry

Airlines

Hotels

Restaurants

Merchants

Gracias.