Countries build their image abroad in many different ways. This could be by promoting their cultural heritage, cuisine and, more often, by promoting their local services abroad. In case of Poland, medical tourism is on the top of the list of things which attract foreign visitors and contribute to building positive image abroad. Namely, in Poland, medical tourism is developing in surprisingly fast way what, for the health care, means that it earns more money thanks to the treatment of foreigners. For instance, foreigners who visited Poland in the first half of 2010 and used medical services, made the health care to profit about a half milliard polish zloty. (Gazeta PL) At the end of the year, according to the Ministry of Health, the benefits of the medical tourism contributed to about 20% of the total yearly gain. (Gazeta PL) Indeed, there is a right reason why 120 thousand foreigners visited Poland in the last year not only to enjoy the sightseeing but to visit a dentist or a plastic surgeon. Competitive prices, short waiting time for treatment and high quality services are characteristics which make Poland to stand and attract more foreign visitors every year. Moreover, the Ministry of Economy selected this industry along with other 14 which are typically associated with Poland and which build positive image abroad to receive powerful support for the promotion of economic cooperation with EU funds. This means that the medical tourism is a seriously blooming industry and there is a lot of attention on its future development. So, if you are planning to visit a dentist any time soon, why want you go to Poland?
Sources:
Gazeta PL, 10.12.2010, available online at:
http://turystyka.gazeta.pl/Turystyka/1,83631,8326380,W_Polsce_kwitnie_turystyka_medyczna.html
I thought this was an interesting twist on nation branding, one that would not necessarily be an obvious branding avenue, but appears to offer an element of success all the same. I came across other countries who offer similar promotions regarding low cost dental treatment and tourism. The link below illustrates the combining of dental treatments and package holidays in Israel, something I would not initially link together but interesting nonetheless.
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(post by J Thompson)
I agree with Jodi, that this blog shows interesting side of 'different' nation-branding. On one hand, it can certainly improve the image of having good and cheap dentistry. However, I believe that healthcare as such shall not be taken into consideration when branding the country. Recently, the European Union passed the Directive on European cross-border healthcare. This directive is meant to provide equal healthcare to the citizens of the EU member countries. They are able to choose in which country they want to be treated. This can easily lead to a medical tourism and liberalization of healthcare. Obviously, the richer people are better of with this directive, and so capitalism wins once again. Each state needs to be capable of securing the healthcare system of their citizens. Avoiding health tourism is very important, as well as realizing, that healthcare simply shall not be sacrificed on behalf of private profits and liberal market.
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