THAILAND AS A 'CENTRE OF EXCELLENT HEALTH OF ASIA': THE KEY STRATEGIES FOR FUTURE SUCCESS

The three key elements that form the core of Thailand's strategy for future success are quality, integration, and linkage.

THE QUEST FOR QUALITY THROUGH RESEARCH AND DEVELOPMENT
Well-endowed with natural resources, particularly the wealth of unique products and offerings that are distinctly Thai, there is tremendous potential for growth. Beyond a competitive pricing strategy, achieving quality is key to Thailand's competitiveness. The ability to attain international standards and consistently deliver high quality products and services are critical success factors in the promotion of Thai products on the global market. It is vitally important to create confidence in the products Thailand offers.

"Relative to five or ten years ago, it is now much easier to convince private sector players to focus on raising standards and deliver quality products and services. There is much greater awareness and operators have come to realise that delivering quality translates into greater business efficiency, lower operating costs and increased profits", notes Dr Aungkasuvapala.

Research and development (R&D), which comes under the direct responsibility of the MPH, is a central component of the overall plan to raise standards and deliver consistently high quality products. Once R&D findings are available, the MPH will work jointly with private sector operators to achieve higher standards and drive continuous improvement in the sector's performance.

PURSUING AN INTEGRATED APPROACH FOR MARKETING PROMOTIONS AND THE FACILITATION OF SERVICES

"Now that we have set a clear direction and strategy for the development of the sector as one of the key drivers of economic growth, the next critical step in the process is to integrate efforts undertaken by the state sector on the one hand and the private sector on the other. These are the two sides of the Thailand coin. Achieving integration in each of the areas is insufficient. There must be seamless integration of both sides of the Thailand coin. State and private sector synergy leads to greater unity and cohesiveness and results in more efficient utilisation of existing resources," Dr Aungkasuvapala reiterated.

The MPH role in the development process will be to identify and select high potential products and interface with operators and service providers in the development of product potential and to be the centre of integration for all three product lines - medical services, health services, and Thai herbal products for health.

The MPH will need to work closely with other ministries and agencies of the Thai government such as the Ministry of Commerce, the Ministry of Foreign Affairs, the Ministry of Tourism and Sports, and others such as the Tourism Authority of Thailand (TAT) and Thai Airways International to promote medical care, healthcare and health products and services abroad hence the establishment of a common vision and strategic direction, joint strategy, and shared goals, and the development of integrated plans are key factors in the achievement of the set objectives for 2003-2005 and in ensuring future success.

Integrated plan will be developed in several areas including marketing and promotion, and public relations. Critical steps include the creation of a network of communication channels for coordinated product promotion and the dissemination of information such as through existing web sites of various ministries, organisations and agencies, and customer contact points for servicing inquiries. An integrated approach also involves working in partnership with state entities and various private sector associations, organisations, and agencies to incorporate medical and healthcare services or health tourism into promotional packages. Proposed plans for the launch and roll-out of the TAT Privilege Card provides a welcome opportunity. Backed by a 24-hour call centre, the service infrastructure for the TAT Privilege Card serves as an ideal centre for collaboration and readily provides an additional channel for marketing and promoting Thailand's medical services and healthcare products.

The MPH will also oversee the standardisation of information presented by various organisations and agencies such as in the dissemination of information through web sites. This will be facilitated by the use of Information Communication Technology (ICT) that links several different web-based databases and other information channels.

LINKAGE AND CROSS-SELLING OF RELATED SERVICES AND PRODUCTS
Linkage with other related sectors allows for the rapid expansion of channels and drives faster growth.

THE WINNING MIX FOR HEALTH TOURISM
INGREDIENTS FOR SUCCESS

Beyond the professionalism and technical expertise of medical staff or spa operators, the range of high quality healthcare and medical care products and services available at highly affordable prices, and value for money, there are several other pluses that add to the attractiveness of the destination as a health tourism centre.

Thailand's winning marketing mix includes

Thailand has long been a centre of ancient healing traditions based on herbal medicine and holistic treatments that have evolved from folk knowledge as well as Asian well-being therapies such as Indian Ayurvedic and Chinese practices. With the growing popularity of holistic healing techniques that restore balance and rejuvenate mind, body and spirit, in addition to conventional medical treatment, Thailand offers a one-stop shop that leaves you looking good and feeling great.

Source: Tourism Authority of Thailand  http://www.tatnews.org/emagazine/