Useful information from medicine, psychology, sexology and technology

Transcription

1 How to access target groups in health tourism: Useful information from medicine, psychology, sexology and technology Health Tourism Panel ITB Berlin, March 7th, 2013 Dr. Andreas Keck

2 How can target groups be identified? What affects the "health tourist taste Is it the setting on Health? Disease? Own body? Sexuality? What is the role of the real physical condition?

3 Two worlds of health tourism can be distinguished No disturbing physical limitations in daily life except Overweight and restrictions with regard to the "Big Five": strength, endurance, coordination, agility and speed Younger than 80 Physical limitations in daily life Older than 80 People feeling healthy Chronically ill, very old people

4 For chronically ill patients all health touristic categories can be of interest People feeling healthy Well-being (Wellness) Aesthetics (cosmetics, etc.) Healthy lifestyle (diet, exercise, relaxation) Preventive examination (check-up) Chronically ill, very old people Active and passive accessibility (movement, vision, hearing) Physical security (emergency, Ambient Assistant Living, etc.) Diagnosis and Treatment (Disease Specific)

5 What do we know about the health tourism related tendencies of healthy people? People feeling healthy Wohlbefinden (Wellness) Aesthetics (cosmetics, etc.) Healthy lifestyle (diet, exercise, relaxation) Chronisch Kranke, Hochbetagte Barrierefreiheit (Bewegung, Sehen, Hören) Körperliche Sicherheit (Notruf, Ambient Assistant Living etc.) Diagnostik und Therapie (Erkrankungsspezifisch)

6 Appearance is very important to almost everyone Aesthetic services 80-90% pay great attention to the external appearance (%: m 82, F 92) To look natural is much more important than to be slim (% natural: m 94, F 96, pretty m 59, f 87 slim: m 66, f 76) Approx. 62% feel physical beauty as an important prerequisite for a fulfilling sex life Conclusion The emphasis on naturalness is senior to the perfect appearance, the slimness and even sexuality Quellen: Waldron, 1997, Halliwell & Dittmar, 2003, Schön und superschlank sein zu wollen hat seinen Preis, Forschungsstelle für Sexualwissenschaft und Sexualpädagogik, Universität Landau, Dezember 2000 Prof. Dr. Norbert Kluge und Dr. Marion Sonnenmoser

7 Health is not a central argument in exercise Exercise Strenuous sports make women especially because of their appearance, their figure and their weight control. They tend to prefer non-competitive sports. Men play sports primarily for reasons of competitive zeal or because maintaining their physical function. Conclusion Exercise programs for women should emphasize the figur effect, in men strength and endurance should be the focus. Quellen: Waldron, 1997, Halliwell & Dittmar, 2003, Schön und superschlank sein zu wollen hat seinen Preis, Forschungsstelle für Sexualwissenschaft und Sexualpädagogik, Universität Landau, Dezember 2000 Prof. Dr. Norbert Kluge und Dr. Marion Sonnenmoser

8 The atmosphere is much better than the nutrition reality Nutrition Only 10% of men and 21% of women have tried frequently to reduce their body weight (3x and more), 75-80% feel well nourished Weight reduction is attempted the more likely the greater the dissatisfaction with the figure (especially women) the more media and prominent people are relevant for life style(mainly men) Conclusion Women are more sensitive to the argument of figure optimization, men are more being convinced by renowned testimonials Quellen: Waldron, 1997, Halliwell & Dittmar, 2003, Schön und superschlank sein zu wollen hat seinen Preis, Forschungsstelle für Sexualwissenschaft und Sexualpädagogik, Universität Landau, Dezember 2000 Prof. Dr. Norbert Kluge und Dr. Marion Sonnenmoser

9 Women will continue to use more relaxation programs than men Relaxation 13% of women and 8% of men state that they feel an emotional burden. In the age group of years 14% of women but only 6% of men feel an emotional burden. Men in the "productive" cohorts from 30 to 64 years more often feel an emotional burden than younger or older males. Conclusion Especially for women relaxation programs can be offered at any age, for men the best period is middle age. Quellen: Waldron, 1997, Halliwell & Dittmar, 2003, Schön und superschlank sein zu wollen hat seinen Preis, Forschungsstelle für Sexualwissenschaft und Sexualpädagogik, Universität Landau, Dezember 2000 Prof. Dr. Norbert Kluge und Dr. Marion Sonnenmoser

10 What do we know about the health tourism related tendencies of ill people? Sich gesund Fühlende Wohlbefinden (Wellness) Ästhetik (Kosmetik etc.) Gesunde Lebensweise (Ernährung, Bewegung, Entspannung) Gesundheitsvorsorge (Check up) Chronically ill, very old people Active and passive accessibility (movement, vision, hearing) Physical security (emergency, Ambient Assistant Living, etc.) Diagnosis and Treatment (Disease Specific)

11 Do not use any photos of the target group Chronically ill, very old people Older people feel much younger than they are: The 60 - to 75- year-olds by an average of eight years, the over-75s as much as ten years. The contact between younger and older people in recent years has tended to increase. 73% of the year-old are sexually active. (65 - to 74-year olds: 53%, 75 to 85 years: 26%) Conclusion The imagery should show at least 10 years younger people than the target group. Sexual attraction remains relevant. Quellen: psychcentral.com/news/2007/08/23/senior-sex-tied-tohealth/1178.html

12 Make use of internet based communication technologies Chronically ill, very old people People who travel to a place of residence remote device for diagnosis and treatment information, in more detail at this facility as on their family physician Exchange with image and sound contact before and after the stay is often therapeutically useful Fazit Internet-based video communication helps both the patient and physician Quellen: psychcentral.com/news/2007/08/23/senior-sex-tied-tohealth/1178.html

13 Conclusion: If you want to sell health tourism, communicate more than health From the incidence of lifestyle-related risk factors, you can not close on the health tourism demand. For healthy people health alone is rarely the sole reason for purchasing a health tourist offer. For each product segment different gender, age, and possibly disease-related conditions are relevant. Internet based video communication before and after the stay can improve confidence and therapeutic results.

14 KECK medical concepts and business management GmbH Deutschland: Hamburg Kurze Mühren 1 T.: Brasilien: Sao Paulo Morumbi Av. Roque Petroni Jr., º andar T +55 (11)