They also do so because their medical systems are under stress as demand for physician time exceeds supply. As a result, patients are researching their illnesses and suggesting treatment options to the doctors in a bizarre form of reverse doctoring. Such active participation by patients has been simultaneously called a doctor’s best dream and worst nightmare. Given this proclivity to be proactive in medical care, potential patients seek out information about locations, procedures, and specialties. How do they find it?
The Internet is undoubtedly the most important tool for information, both by consumers as well as suppliers of medical tourism. Its potential to reach a large number of people is huge. Use of the Internet is growing logarithmically and globally. In 2004, Internet users worldwide numbered 945 million but that number is expected to rise to 1.46 billion by 2007. Most of that rise is coming from LDCs, especially India and China. There has undoubtedly been an information revolution. Internet commerce is on the rise, and that includes medical tourism. Quite simply, the Internet has opened the doors to medical tourism in developing countries. Through technology, information is disseminated about the medical and tourist possibilities (a process that might be referred to as a googleoscopy). Just like the Internet is the primary source of medical information for patients, enabling them to self-diagnose and self-treat, so too, it is the primary source of information about facilities and procedures, enabling them to choose a destination site for their medical needs. At the same time, travelers are taking over from travel agents and getting on the Internet to create their own trips. Both health-care and hospitality industries are benefi ting from the Internet and, both, are fueled by a decentralization of decision making by the consumers.
The Internet is also used by health-care providers to advertise their services. Sources in LDCs have jumped at the possibility of its use as it helps keep their marketing costs down (they may or may not supplement their marketing with more expensive advertising). The government of Malaysia has launched a website in 2006 to promote its services. In Cuba, the Internet is the only way to reach the U.S. market given prohibitions associated with sanctions. Cubanacan (abbreviation for the Cuban health and tourism organization, Cubanacan Turismo y Salud) and SERVIMED (a specialized trading company founded in 1994 for medical tourism), advertise medical holiday packages on the INFOMED portal (the Cuban national health care telecommunications network and portal).
The range of websites offering medical tourism information is astounding. Many are general. For example, medicaltourism.com offers 31 locations in India, 8 in South America, 6 in the Middle East and Africa, 17 in Southeast Asia, 21 in Europe, and 5 in other destinations (Fall 2005). Some are organized geographically, either by country or larger region. For example, ArabMedicare.com is the main source of online health information for the Arab-speaking world. It is a point of reference for countries such as Jordan, Malaysia, Thailand, and India. It provides information about medical facilities and medical treatment packages and it helps potential patients work their way around insurance companies and health-care providers. ArabMedicare.com has begun talks with government health tourism boards, and medical transport companies in order to tap into what it sees as the new multi-billion dollar medical tourism market. Similarly, Surgical Attractions focuses on South African elective medical care, and offers foreigners from Europe and the United States, as well as the other African countries, a posttreatment spa experience or safari tour.
Specialization a Decisive Factor for Determination of the Destination in Medical Tourism
