Medical Travel Brand Management

This new volume, which complements the editors' earlier volume Medical Travel Brand Management: Success Strategies for Hospitality Bridging Healthcare (H2H), explores the multitude of medical travel services and discusses the integration of traveling medical guests with destination providers, hospitality/healthcare professionals, and travel service providers. The editors also address the impact the COVID-19 pandemic has made on the travel industry, which has motivated them to bring together major players, renowned authors, practitioners, and researchers to create this book to help prepare the medical tourism market to not only recover from the devastating effects of the pandemic but also to provide tools and cases that will help to structure successful destinations for medical travel. From chapters on branding to assessing accreditation and post-care quality metrics, Drs. DeMicco, Poorani, and their fellow contributors take the reader through the critical phases of the medical travel journey: pre-visit, travel, on-site care, discharge and follow-up care. The authors address critical issues facing medical, health, and wellness travel from both macro and micro perspectives. Presentations of best practices and strategies demonstrate how some destinations have built, renewed, or engaged various stakeholders to construct or enhance their medical tourism destination. Medical Travel: Hospitality Bridging Healthcare (H2H) © also showcases best practices and innovative ways of designing and operating a profitable and entrepreneurial practice. Quality issues, aesthetics, and legal issues related to inbound and outbound medical tourism are also presented. The book explores the evolving nature of hospital design and the complex relationship between people and medicine as manifested in the relationship of hospital aesthetics to patient satisfaction. Importantly, the book also includes a chapter addressing medical health travel during the pandemic which describes how the pandemic has revolutionized telehealth and the medical travel industry, which can leverage the advances made in digital health and telemedicine. This volume will be an important resource for the four main players at the center of medical travel: medical travelers themselves, government agencies, intermediaries, and health and wellness providers. The selected best practices, research, cases, innovative strategies, SWOT analysis, and toolkits address the aims of all stakeholders.

Frederick J. DeMicco, PhD, RDN, is the Executive Director and Professor in the School of Hotel and Restaurant Management at Northern Arizona University, USA. Formerly he was Professor and the Aramark Endowed Department Chair in the Lerner College of Business & Economics in Hospitality Business Management at the University of Delaware. He was Associate Director of the School of Hotel, Restaurant and Recreation Management (HRRM) at Penn State University, where he was Professor-in-Charge of the Hotel & Restaurant Management undergraduate program and also was the Professor-in-Charge of the Master of Science and PhD graduate programs for five years. He presently is a Conti Distinguished Professor at the Pennsylvania State University, USA. Dr. DeMicco is the President of the International Academics and the Dean of Business Executive and Professional Programs at the Learning Village in Tuscany (SIAF) Campus in Volterra, Tuscany, the home of Innovation and Imagineering. Dr. DeMicco was also a Darden Eminent Scholar Chair Visiting Professor to the University of Central Florida-Rosen College, the USF Sarasota- Manatee, and Colorado State University; and currently is an Adjunct Professor in the School of Public Policy & Administration at the University of Delaware, USA. Dr. DeMicco has worked in healthcare at the Massachusetts General Hospital, Boston, and at Walt Disney World in hotel management where he obtained a Ductorate Degree from Disney University, Orlando, Florida. Dr. DeMicco was the President of International CHRIE-NENA (Northeast North American Federation). He was presented the International CHRIE/Cornell Howard B. Meek Award of Excellence for 2017. Ali A. Poorani, PhD, is an Associate Professor with expertise in leadership and entrepreneurship. He is the Director of Hospitality Associates for Research & Training (HART), which offers a variety of research and training programs for the hospitality and healthcare industries. He developed the University of Delaware's Patient Experience Academy, in conjunction with Christiana Care Health System. He has published several scholarly articles, including Hospitality Bridging Healthcare. Dr. Poorani has worked in the hospitality industry for more than 14 years. He has conducted many workshops, focus groups, and training programs nationally and internationally, bringing hospitality to healthcare with a vision to make hospitals truly hospitable. His long-term engagement with the International Council on Hotel, Restaurant and Institutional Education (ICHRIE) includes: past board member of ICHRIE Finance Committee; chair, ICHRIE Finance SIG; board member for the Association of Hospitality Financial Management Educators (AHFME); member of ICHRIIE Strategic Planning Committee; ICHRIE Finance Committee; and Hospitality Industry Professionals-SIG. He also serves on the advisory board for Medical Tourism and Global Healthcare Research Summit. Dr. Poorani is a recipient of various community service awards, such as the 2005 Champion of Club Education Award, 2009 Alfred Lerner College of Business Outstanding Service/Outreach Award, the 2012 University of Delaware Excellence in Advising and Mentoring Award, and the 2014 Leon and Margaret Slocomb Professional Excellence Award.

Part I: Getting Started 1. Medical Tourism and Well-Being: Trends and Strategies Part II: Designing Medical Travel Programs (Cases) 2. A New Perspective into Affordable, Quality Healthcare: The Case of Pronto Care 3. An Examination of an Innovative Self-Insured Medical Center: The Case of Rosen Hotels and Resorts 4. An Innovative Approach to Global Medical and Wellness Tourism: A Case of Florida Medical Tourism Part III: Destination Competitiveness Factors and Cases 5. Success Factors of Medical Tourism Special Economic Zones 6. Renewal Challenges: The Case of the Republic of Georgia 7. Medical Tourism Destination Success Factors: The Case of Three Chinese Cities 8. A Geo Mapping Project for Medical Travel and Wellness: Opportunity to Enhance Tourism Revenue in Colorado 9. Trade-Off Analysis of Health and Wellness Tourism Destination Attributes: An Outbound U.S. Consumers' Perspective 10. Medical Tourism/Travel in India: A Cost Comparison of Procedures with the United States Part IV: Marketing and Branding 11. The Things I Learned about Building a Brand in the Medical Tourism Sector 12. How to Attract More Patients, Increase Profit, and Build an Irresistible Medical Tourism Brand 13. Dimensions of Medical Tourism and Destination Capacity Analysis: A Toolkit Part V: Medical Travel Facilitators 14. Success Factors and Best Practices for Medical Travel Facilitators: Tips for Benchmarking and Startups 15. Legal Issues in Medical Travel Facilitation Part VI: Patient-Centric Approaches: Managing Medical Traveler Expectations 16. Patients Rate Hotel-Like Hospitals Better Than State and National Average in Patient Satisfaction 17. From Antiseptic to Aesthetic: Experience as a New Narrative in Curative Care 18. Hospitality Meets Healthcare in Oncology at Cancer Treatment Centers of America® 19. Strategic Medical Tourism Design: A Case of Switzerland, Hospitality Bridging Healthcare (H2H©) Part VII: Emerging Trends in Health, Wellness, and Medical Travel 20. Advances in Telehealth and Primary Care 21. Delivering an Exceptional Holistic Patient Experience with Emerging Tech-Enabled Services 22. Overview and Trends of Medical Marijuana Tourism: A Case of Colorado 23. Measuring Quality of Healthcare Across Borders: The Role of International Healthcare Accreditation in Medical Travel 24. Hospitality Bridging Healthcare: Career Opportunities for the Future Hotel School Graduate 25. Telehealth and the COVID-19 Era

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