Cosmetic surgery tourism seen viable

Manila Bulletin Online March 22, 2005 www.mb.com.ph http://www.mb.com.ph/issues/2005/03/22/BSNS2005032231198.html

A Philippine-based cosmetic surgery services targeted for Korean tourists is viable, a pilot study of the Department of Trade and Industry (DTI) revealed.

DTI Secretary Juan B. Santos said the pilot study conducted by the Philippine Trade and Investment Center in Seoul (PITCSeoul) showed the Philippines can break into this promising market.

"The pilot study showed that cosmetic surgery is in demand in Korea especially for Korean women, who often obtain the services of medical experts to perform eyelid operation; enhancement of cheeks, nose, and lips; and breast enlargement," Santos said.

It also revealed that three out of five Korean women aged 24 to 35 have at least one cosmetic surgery done on them and that four out of five are thinking of two more operations.

The mentioned cosmetic surgery procedures are, however, costly if performed in Korea, ranging from $1,500 to $2,500 per cosmetic operation. The same medical service only costs around $700 if done in the Philippines.

Thus, Commercial Attaché to Seoul Nic Bautista pushed for the formulation of a business model linking Philippine-based cosmetic surgery practitioners with Korean travel agents in the country to include in their vacation packages, cosmetic surgery services. The travel agents will do the packaging and marketing of the service.

"The conceptualization of the business model is in line with the DTI’s thrust to develop globally competitive Philippine service industries such as health and wellness, retirement and leisure, information and technology and logistics," Santos said.

The program could generate employment and earn foreign exchange for the country, he said.

The application of the business model followed after the recent signing of a Memorandum of Agreement between the Ophthalmic Consultants Philippines Co. (better known as Eye Republic) and the RP-based Korean travel agent Bingo Tour. The agreement is valid for two years. (BCM)

Under the agreement, Eye Republic, a network of ophthalmology clinics with board-certified ophthalmologists, will provide Korean national patients desiring eye and cosmetic surgery in the Philippines.

Bingo Tour, being the agent, will provide all the marketing requirements for medical tourism of Korean nationals desiring eye and cosmetic surgery in the Philippines.

"This is the first working business model of a specific cosmetic surgery product targeting a niche market—the Korean market. The success of its application will serve as basis for expanding the coverage of cosmetic services to include weight-reducing procedures whether invasive or non-invasive and spa services," Santos said.

Through the travel agents, the Philippines can market its medical services to Korean tourists free of charge since travel agents have their own network capabilities.