Cebu should bolster niche in med tourism

While the Philippines is urged to identify its niche to capture the fast-growing medical tourists, Cebu has already established its own positioning by focusing on attracting tourists seeking for light medical producers. According to Cebu Health and Wellness Council (CHWC) vice chairperson Jenny Franco, Cebu is gaining production from overseas market in terms of light medical services such as dental, cosmetics, including wellness and leisure. Franco said Cebu’s positioning is working on its advantage, while its capability to offer hard-core medical services such as kidney transplant, among others, can be done in Manila. Recently, Oscar Picazo, a research consultant of the Philippine Institute for Development Studies (PIDS), said that while the country out-prices its Asian competitors in surgical procedures among facilities accredited by Joint Commission International, it continues to get a small share of the market. A study that used "30 key findings from medical tourism benchmarking research” gathered by Mercury Advisory Group to assess the domestic industry relative to its counterparts in leading countries found out that although the Philippines meets most of the competitive yardsticks, its market niching is weak. On the other hand, Franco said that Cebu is now the top pick destination for light procedures in medical services, like executive check up, cosmetic treatment and surgery, dental, combined with leisure and wellness activities. "This is what Cebu is banking on in order to maximize its inviting environment for medical tourists,” Franco said.