USA: US cities explore potential for inbound and domestic medical travel

Several US cities and states are keen on promoting medical tourism, to boost the economy and as an alternative to declining numbers in tourism from other areas and overseas.

A recent study commissioned by Nevada recommended that the state leverage its medical/health sector to take advantage of opportunities in medical tourism. The study, by Brookings/SRS, urged Nevada to incorporate niche tourism markets, such as health and wellness travel, as part of its new economic development plan.

The Greater Miami Convention & Visitors Bureau (GMCVB) is a private, not-for-profit sales and marketing organization. It is a private-public partnership with more than 1000 private business members and four local governments. The GMCVB medical tourism initiative is aimed at marketing Miami as an international medical destination. GMCVB wants more local medical tourism members and offers a dedicated web page on MiamiHealthCare.org website, printed insert for inclusion in its medical tourism brochure, inclusion in ads of in-flight publications and the opportunity to participate in international media familiarisation tours

The Las Vegas Convention and Visitors Authority has produced a 176-page Las Vegas health and wellness destination guide. The guide contains information on medical and dental treatment, cosmetic procedures, corporate wellness programs and retirement living in Las Vegas and southern Nevada. Also included are a directory of medical facilities and travel information.

Las Vegas mayor Carolyn Goodman says that the recent opening of the Cleveland Clinic’s Lou Ruvo Center for Brain Health “has put Las Vegas on the map as a premier medical travel destination.”

Promoting domestic medical tourism with lots of marketing and brochures looks good, but not all cities or hospitals can deliver what individuals and employers want. Shai Gold of medical tourism agency International Triage, recently commented; “The challenge for most domestic destinations is that destinations typically do not offer a meaningful discount to the retail consumer. The wholesale client (self insured group, or insurance companies) does not need these guides as they already purchase healthcare services at substantial discounts via re-pricing networks. To attract retail consumers, healthcare providers will have to offer Medicaid level fee structures. Will the prices of medical procedures in Las Vegas and these other cities be competitive with what we can offer in Latin America, and the quality of care standardized in delivery and quality?“

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