Innovation in medical tourism service marketing: A case of India

© 2015, IGI Global. The aim of this chapter is to critically examine the latest development of medical tourism as an innovation in India. The existing theories and concepts in medical tourism are reviewed and synthesised in order to lay down a foundation for marketing managers to deploy marketing mix strategies to deliver values to the medical tourists. A secondary research method is adapted to gather relevant literature. This chapter not only provides a background introduction to the growing importance of the medical tourism industry to the Indian economy, but also makes major contributions: firstly, that global healthcare service marketing is quite different from marketing of other services and goods. Secondly, it proposes to examine the application of 8Ps of tourism marketing-mix along with another 6Ps, such as personalisation of healthcare, publication for patient, patient packaging, patient education, patient privacy, and patient medical and cultural sensitivities for effective marketing of the popular Indian wellness and medical tourism destinations, super-speciality hospitals, and complex diagnostic tests and surgeries to the world.

Simplifying medical additive manufacturing: making the surgeon the designer

Additive Manufacturing, a technology which has been in existence since three decades, is now successfully being transitioned from a research setting to finding technologically and financially viable end-user applications. A key sector in which Additive Manufacturing is being used is the medical devices and healthcare sector. Drivers in this sector include the ability to create customized, patient specific devices and implants with quick turnaround time in a cost-effective manner. Doctors and surgeons are important change agents and innovators in the creation of new healthcare devices as well as surgical methods. Often times, they may find it necessary at first to build devices and plan surgeries which are not even being thought of or acted upon by the major healthcare companies. In this sense, they perform the roles of designers, creating new ideas and improving on them until they can be implemented and adopted by others. However, the scope for performing this creative activity is often limited in their workplaces, with resource, time and financial impediments often being present. Additive Manufacturing can be helpful to speed up the iterative process of designing such medical devices or planning surgeries as well as help convince people outside of the surgery room of the feasibility and business case for such innovations. This paper proposes to introduce a framework of design, processes and tools which will enable non-engineers (specifically surgeons) to create custom-built products. It is hoped that this paper will motivate more surgeons and non-engineers to get involved in the process of designing for additive manufacturing.

Medical travel and the sale of human biological materials: suggestions for ethical policy development

The international medical travel industry includes patients seeking to access human biological materials (HBM) including gametes, organs and stem cells. Of the various niche markets, ‘transplant tourism’ has earned global condemnation and efforts to eradicate cross-border trade in organs, while other markets continue to expand. This article reviews the ethical issues raised by medical travel for HBM, in particular those concerning trade in HBM. It argues that a more consistent approach to the regulation of cross-border trade is imperative to ensure that the perils of ‘transplant tourism’ are not replicated in other markets. In addition, it discusses the role of the self-sufficiency model in assisting the development of ethical and practical policies regarding the procurement and use of human biological materials at a national level, thereby minimizing demand for medical travel.

Inadvertent intracranial insertion of nasogastric tubes : An overview and nursing implications

Nasogastric tubes are a commonly used medical device. There are numerous complications associated with their use, one of the most significant is when they are inadvertently inserted into the cranium. Clinicians need to be aware of this complication and the type of patient who is most susceptible.

Confirming the position of a nasogastric tube what does the literature say?

Nasogastric tubes are a medical device that can be used for a number of purposes. The process of inserting them however can be complicated. Nurses must therefore use an evidence based approach to confirm the correct position of nasogastric tubes and there are three main techniques described in the literature to do so. To date, one group of authors has published the majority of the studies on these techniques. This paper reviews their work.

Statphylococcus aureus bacteraemia : a major cause of mortaility in Australia and New Zealand

Objective : To document the types of, and mortality from, Staphylococcus aureus bacteraemia in Australia and New Zealand, and determine factors associated with mortality.

Design and setting : Prospective observational study in 27 independent or hospital pathology laboratories in Australia (24) and New Zealand (3), employing a web-based database to prospectively record demographic features, selected risk factors, principal antibiotic treatment and mortality data on all patients with positive blood cultures for S. aureus from June 2007 to May 2008.

Main outcome measure : 30-day all-cause mortality.

Results : 1994 episodes of S. aureus bacteraemia were identified, and complete 30-day follow-up data were available for 1865. Most episodes had their onset in the community (60.8%; 95% CI, 58.7%–63.0%). Methicillin-resistant S. aureus (MRSA) caused 450 episodes (24.1%; 95% CI, 22.2%–25.9%), and 123 of these (27.3%) had a susceptibility profile consistent with community-associated MRSA. All-cause mortality at 30 days was 20.6% (95% CI, 18.8%–22.5%). On univariate analysis, increased mortality was significantly associated with older age, European ethnicity, MRSA infection, infections not originating from a medical device, sepsis syndrome, pneumonia/empyema, and treatment with a glycopeptide or other non-β-lactam antibiotic. On multivariable analysis, independent predictors of mortality were age, sepsis syndrome, pneumonia/empyema, device-associated infection with a secondary focus, left-sided endocarditis, and treatment with a glycopeptide such as vancomycin, but not MRSA infection.

Conclusions : S. aureus bacteraemia is a common infection in both the community and hospitals in Australia and New Zealand, and is associated with appreciable mortality. Invasive MRSA infection may be more life-threatening, partly because of the inferior efficacy of the standard treatment, vancomycin. National web-based surveillance of S. aureus bacteraemia and its outcomes is not only important but also easily achievable.

Non-contact measurement of respiratory function and deduction of tidal volume

 This paper further the investigation of Doppler radar feasibility in measuring the flow in and out due to inhalation and exhalation under different conditions of breathing activities. Three different experiment conditions were designed to investigate the feasibility and consistency of Doppler radar which includes the combination of the states of normal breathing, deep breathing and apnoea state were demonstrated. The obtained Doppler radar signals were correlated and compared with the gold standard medical device, spirometer, yielding a good correlations between both devices. We also demonstrated the calibration of the Doppler radar signal can be performed in a simple manner in order to have a good agreements with the spirometer readings. The measurement of the flow in and out during the breathing activities can be measured accurately under different dynamics of breathing as long as the calibration is performed correctly.

Good practice in microfinance: the challenges of a poverty focus in an evolving industry

The awarding of the 2006 Nobel Peace prize to Grameen Bank founder Muhammad Yunus has further highlighted how microfinance has come to be regarded as a significant and effective tool in making finance available to the poor. However, much debate still centres on both how microfmance should be delivered and its effectiveness measured. Microfinance funding is not something that should be undertaken lightly, and an awareness of all the cogent issues is essential for any donor looking to undertake effective microfinance programming. This chapter will outline some of the key arguments in the contested debate on effective microfinance programming. It will focus on a discussion of poverty and impact assessments and argues that the effective funding of microfinance is dependent on the ability of an NGO to recognise the many forms which micro finance can take and direct their funding accordingly.

Oxygen delivery to patients after cardiac surgery : a medical record audit

OBJECTIVE: To describe how intensive care nurses manage the administration of supplemental oxygen to patients during the first 24 hours after cardiac surgery.
METHODS: A retrospective audit was conducted of the medical records of 245 adult patients who underwent cardiac surgery between 1 January 2005 and 31 May 2008 in an Australian metropolitan hospital. Physiological data (oxygen saturation measured by pulse oximetry and respiratory rate) and intensive care unit management data (oxygen delivery device, oxygen flow rate and duration of mechanical ventilation) were collected at hourly intervals over the first 24 hours of ICU care.
RESULTS: Of the 245 patients whose records were audited, 185 were male; mean age was 70 years (SD, 10), and mean APACHE II score was 17.5 (SD, 5.14). Almost half the patients (122, 49.8%) were extubated within 8 hours of ICU admission. The most common oxygen delivery device used immediately after extubation was the simple face mask (214 patients, 87%). Following extubation, patients received supplemental oxygen via, on average, two different delivery devices (range, 1-3), and had the delivery device changed an average of 1.38 times (range, 0-6) during the 24 hours studied. Twenty-two patients (9%) received non-invasive ventilation or high-flow oxygen therapy, and 16 (7%) experienced one or more episode of hypoxaemia during mechanical ventilation. A total of 148 patients (60%) experienced one or more episodes of low oxygenation or abnormal respiratory rate during the first 24 hours of ICU care despite receiving supplemental oxygen.
CONCLUSION: These findings suggest that the ICU environment does not protect cardiac surgical patients from suboptimal oxygen delivery, and highlights the need for strategies to prompt the early initiation of interventions aimed at optimising blood oxygen levels in cardiac surgical patients in the ICU.

Improving nonwoven web quality with a new web scanning device

This thesis presents a novel web scanning device with high processing speed and optical sensitivity and a study of the interrelationships between dimensional parameters and functional properties of nonwovens using such a web scanning device.