The second day of the 7th CIHT conference started with the presentation from Medical Tourism Training president and founder, Elizabet Ziemba, about the importance of accreditation of health institutions. The keynote speaker described accreditation as an initiator and accelerator of lifelong learning, referring to the fact that it is only the first step in the continuous improvement of quality in order to ensure superior patient care. There are many benefits to accreditation: improving quality, reducing costs, increasing revenue, achieving loyalty, increasing recommendation, improving competitiveness.
Irving Stackpole, President of Stackpole & Associates gave us a brief look into the future of the doctor-patient relationship amid the inevitable and pervasive digitalization. In his opinion, smart devices such as cell phones, as well as biosensor micro-devices will be able to be inspected at home, and the results and findings will be sent to any location in the world. This accomplishes two things: it facilitates and speeds up the transfer of information and enables the best care for the patients by the world's best doctors.
Feel IQM owner and health tourism consultant Đurđica Šimičić spoke about the project of integral destination quality management, which includes destination analysis, analysis of residents and partners' opinions, and measurement, design and implementation of destination quality systems. The destination includes several members (tourist boards, travel agencies, health care institutions, etc.) where each of them is jointly responsible for the success of the destination.
The perspective of health tourism in Croatia through the eyes of a foreign resident was presented by Paul Bradbury, director of Total Media Cluster. He spoke about Croatia's untapped potential as a health tourism destination due to, among other things, the lack of a unique national brand. Citing Malaysia as an example of good practice, the lecturer suggested that the stories of people who have improved the quality of life of Croatian healthcare institutions through quality services are the best tool for promoting Croatian health tourism.
At the end of the first session, lecturers Elizabeth Ziemba and Irving Stackpole were awarded the honorary title of Ambassador of the Kvarner Health Tourism Cluster.
In the second part of the day, Marc Ortmans, branding strategist, presented guidelines for creating the brand of the future. He believes that the key to success is to think outside the box, or to find an element of difference that will differentiate your brand from your competition. In addition, it is necessary to develop an identity that users can identify with that and it will embody the brand values. Developing a sincere relationship of full trust with your customers will earn their loyalty and respect, which is a prerequisite for further development of the brand.
Google Analytics Certified Web Analyst, Robert Petković spoke about the experience of website visitors in health tourism and the analysis of them through Google Analytics tools, while expert adviser at the Institute of Tourism Neda Telišman Košuta presented a survey of TOMAS Institute of Tourism on the attitudes and expenditures of tourists in the Republic of Croatia.
The conference ended with a lecture by the director of the Oxy Clinic mr.sc. Dejan Andrić, MD titled “Hyperbaric oxygen therapy in clinical practice in Croatia and Primorje-Gorski Kotar County”.