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of knowledge in medicine, healthcare,
healing techniques and traditions (conventional and traditional). This
transfer of know-how has raised the country's profile as an up and
coming health and medical centre.
The Kingdom's
legendary tradition of superior service and gracious hospitality is
working its magic in a new sector. Timeless Thai values and traditions
are very much alive in places where it is least expected - in
hospitals and clinics around the country. Patients are welcomed as
'guests' and made to feel at home in unfamiliar surroundings. The
reception is gracious and courteous. Medical staff consistently
provide superior service, often surpassing expectations.
Spa operators likewise
report that guests are charmed by the traditional 'wai' - a courteous
greeting gesture that conveys profound respect, infinite warmth,
hospitality and friendliness. The 'wai' is perceived by visitors to be
uniquely and distinctively Thai. The magic is taking hold. As news
gets around that Thailand offers superior healthcare and medical
services at highly affordable rates, the destination is attracting an
ever-increasing numbers of 'visiting patients'.
Health tourism, a
novel concept, is a 'rising star' and offers great promise in
generating foreign exchange earnings for the country. According to the
2003 forecast projected by Thailand's Ministry of Public Health (MPH),
hospitals in Thailand will be treating a total of 730,000 foreign
patients generating an estimated 19.826 billion baht in foreign
exchange earnings for Thailand.
The Royal Thai
Government sees vast potential in fast-tracking the development of
Thailand's healthcare and health-related services. The mission
spearheaded by the Ministry of Public Health and the Ministry of
Commerce aims to firmly establish Thailand's leadership position on
three fronts - as 'Health Tourism Hub of Asia', the 'Wellness Capital
of Asia' and 'Thai herbs for health'. Destinations targeted for the
health and well-being 'blitz' plan are Bangkok, Chiang Mai, Phuket and
Samui.
As 'Health Tourism Hub
of Asia', the priority for medical services is to ensure that the
destination is perceived as being a Quality Destination in the
delivery of superior medical and health-related services with medical
care, dental care, and medical check-ups being the core products
offered.
Assessment of the
Growth Potential
Dr Narongsakdi Aungkasuvapala, Director-General of the Department of
Health Services Support of Thailand's Ministry of Public Health
explains, "The 2003 revenue target of 19.8 billion baht in foreign
exchange earnings set for the medical services sector is described as
being 'modest'. The 2005 revenue projection is 23 billon baht
representing a 16.4% increase over the 2003 target".
Dr Aungkasuvapala also
highlighted the fact that the Thai government recognises that the
forecasted growth should not be achieved at the expense of the quality
of healthcare services made available to the general population but
will focus on converting excess capacity into national assets. A study
of available resources and capabilities undertaken by the Ministry of
Public Health in 2002 indicates that existing resources and facilities
are currently under-utilised thereby offering vast potential for
converting 'excess capacity' into growth. There are currently a total
of 471 private sector hospitals in Thailand with some form of
accreditation as required by the MPH and all are equipped to deal with
medical emergencies. Of these, 33 currently offer medical consultation
and treatment to patrons who are Thai as well as expatriate residents
and 'visiting patients' from abroad as they also have capabilities to
cater to the needs of patients from abroad such as individuals on
staff with foreign language skills, an awareness and understanding of
the special needs of different cultures including the ability to
accommodate special dietary needs for in-patients, for example. The
Ministry of Public Health is confident that by working in partnership
with the Private Hospital Association and its members, the targets set
are realistic and achievable. |