GLOBAL: Health leaders expect medical tourism to increase by 2015

Healthcare will soon become more patient-friendly and tailored in an attempt to encourage more people to take responsibility for managing their health and as new tools, technology and health information give consumers power to take charge, according to the latest in the HealthCast series of reports on health industry trends from the Health Research Institute of PricewaterhouseCoopers (PwC).

The trend will be reflected in significant healthcare business model changes, regulatory health reforms and realignment of financial incentives over the next five years. In response to the global recession and pressure to reduce rising national health costs associated with chronic diseases, government and health leaders recognize that individuals must play a bigger role in managing their health and overall health spending.

• 86 % believe the prevailing attitude in their country is that government will continue to be responsible for basic healthcare.
• The consensus is that individuals have the greatest influence over their own health and outcomes.
• 97 % agree that patients should have some responsibility for managing their chronic conditions such as obesity, asthma, diabetes and heart disease.
• Patients’ lack of willpower is the biggest barrier to individuals actively managing their health.
• 74 % believe that unhealthy behaviour will become increasingly unacceptable in their country.
• 76% agree that lack of knowledge and access to health information keeps individuals from managing their health.
• 74% believe that patients do not understand the health information and choices available to them.
• 84 % agree that compensation to hospitals, physicians and other providers should be based on quality health outcomes.
• 74 % expect that health funding and financing in their countries will be redistributed from treating sickness in acute care settings to keeping people well and outside of hospitals, nursing homes and doctors’ offices.
• 49 % expect medical tourism to increase by 2015, as health systems compete for consumers by offering personalised care, access to medical innovation and the greatest value for consumers.

Current health systems are difficult for consumers to understand or influence. These systems typically are based on an acute care model focused on the treatment of illness after a patient becomes sick or injured, with care usually taking place in a hospital or physician’s office. This model is heavily dependent on hospital infrastructure and the availability of an appropriate medical workforce. These factors lead to inefficiencies, waste in health spending, poor outcomes, long wait times and patient dissatisfaction.

PwC says health leaders can work together to achieve solutions for customised diagnosis, care and cure by:
• Developing incentives that encourage partnership.
• Working on regulatory reforms that reward competition and innovation.
• Planning for redistribution of funding from sickness to wellness.
• Providing individuals with better information to understand their options and share in decision-making with their providers.

David Levy of PwC says, “There is growing recognition that if the patient is left out of the equation, it is impossible to adequately manage care, consumption and spending. Transforming the internal focus of the health system will mean re-engineering virtually all components of the health infrastructure – communication systems, doctor-patient roles and responsibilities, and perhaps even the most challenging aspect of care, habits and traditions.”

PwC surveyed 590 leaders of health plans, providers, government, employers, physician groups and pharmaceutical/life science firms in 20 countries and conducted more than 200 in-depth interviews in 25 countries with thought leaders and executives representing government, hospitals, pharmaceutical companies, insurance companies, clinicians, academics and the business community. 3,500 consumers in seven countries were researched to identify preferences and attitudes about the health system.