Zagreb's Medical Sector Regaining Momentum as Medical Tourism Booms in the Croatian Capital (Exclusive Interview)

Zagreb's Medical Sector Regaining Momentum as Medical Tourism Booms in the Croatian Capital (Exclusive Interview)

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June 6, 2023 - Introducing ZagrebMed: A unified front for Zagreb's thriving medical tourism scene, a new remote work hotspot for Croatia.

Nearly six years have passed since I stumbled upon a hidden gem in Croatian tourism, boasting massive, untapped potential. After touring three medical tourism centers in Zagreb back in 2017, I explained why I thought Croatia's medical tourism opportunity in Zagreb was unprecedented. Read more about this fascinating discovery in Touring Croatia's Medical Tourism Hidden Gem: Why Zagreb is Set to be the Next Big Player.

Fast-forward to today, the city and its medical tourism story have faced challenges, such as the pandemic and an earthquake, but with recovery on the horizon, along with Zagreb's transformation into a popular remote work hub, serviced by an additional 40 routes from Ryanair, the city's medical tourism narrative is once again gaining momentum.

Discover ZagrebMedThe latest addition to Zagreb's medical tourism story - unity and cooperation - comes courtesy of local entrepreneur Ivan Rendulic. He has spearheaded the creation of the umbrella organization, ZagrebMed, backed by public and private entities. ZagrebMed serves as a singular, essential focal point for Zagreb's Medical Tourism. I recently sat down with Ivan for lunch to delve deeper into this intriguing initiative.

Q: What are the essentials of Zagreb's medical tourism offer for curious tourists?

A: Zagreb is a widely-acclaimed tourism destination, hosting exciting year-round events like Advent (voted best in Europe three years running), the Festival of Lights, Cest is d'Best and more. These enthralling cultural, sports, and gastronomical events solidified Zagreb's "Award for Excellence – the Promising New Destination" in 2011.

However, what sets Zagreb apart is its impressive medical tourism potential born from a longstanding tradition in medical education, with Zagreb's Medical School being over a century old. Croatia's doctors have exceptional global recognition due to their top-tier qualifications and emphasis on quality medical education and research. Healthcare facilities in Zagreb boast the highest EU standards and have demonstrable success stories, with individual clinics winning international awards for medical excellence.

Q: What makes Zagreb's medical tourism offer competitive, and who are the core target audiences?

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A: Zagreb provides several competitive advantages in the medical tourism domain. Here's a quick rundown:

1. Quality healthcare infrastructure: Modern and well-equipped medical facilities, including hospitals and clinics, satisfy international standards. These facilities boast highly skilled medical professionals and cutting-edge medical technology.
2. Cost-effectiveness: Medical procedures and treatments in Zagreb often cost less compared to many Western European countries and the United States, offering patients substantial savings while maintaining high-quality healthcare.
3. Accessibility and convenience: Zagreb's excellent transportation links, including an international airport, make it easily accessible for medical tourists. The city offers a plethora of accommodation options, ranging from luxury hotels to budget-friendly alternatives, ensuring convenience and comfort for patients and their companions.
4. Multilingual staff: Many healthcare providers in Zagreb possess multilingual staff members capable of effectively communicating with international patients, eliminating language barriers and fostering a comfortable atmosphere.
5. Comprehensive medical services: Zagreb caters to a wide array of medical needs, including cosmetic and plastic surgery, dental care, fertility treatments, orthopedics, and rehabilitation, encompassing various medical specialties.

The primary target audiences for Zagreb's medical tourism are as follows:

1. European patients seeking affordable healthcare: Many Europeans prefer Zagreb for medical treatments due to its close proximity and cost-effective healthcare options.
2. Patients from neighboring countries: Zagreb acts as a medical hub for patients from nearby countries, such as Slovenia, Hungary, Bosnia and Herzegovina as well as other EU countries and the UK, looking for accessible and high-quality healthcare.
3. Cosmetic surgery and dental tourists: Zagreb draws in individuals seeking aesthetic procedures or dental treatments at competitive prices without compromising quality.
4. Fertility solution seekers: Zagreb offers sophisticated fertility clinics and reproductive services, attracting individuals from around the world in search of specialized treatments in a caring environment.
5. Wellness and rehabilitation tourists: Zagreb's medical facilities also cater to those seeking wellness programs, physical therapy, and rehabilitation services in a relaxing environment.

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These target groups capitalize on Zagreb's competitive advantages and the city's dedication to providing tailor-made medical services for all patients.

Q: Zagreb boasts excellent quality medical tourism, but its message has occasionally been fragmented. Tell us more about ZagrebMed and your plans.

When discussing Croatia's medical tourism overseas, I would often say, "Exceptional individual clinics with outstanding outcomes and services, each one-of-a-kind in its field, but failing to cut through the international market due to their autonomous operations – we lack collective efforts." Observing destinations at the forefront of medical tourism globally, such as Turkey, Malaysia, or Spain, revealed that they took a different approach, focusing on creating tourism clusters to promote their countries' medical tourism capabilities. ZagrebMed is intended to be a catalyst in addressing the aforementioned gap: a platform that unifies Zagreb's leading medical institutions through an interactive digital platform, simplifying patients' access to medical services in a streamlined manner. ZagrebMed is an ongoing initiative aiming to establish a new health tourism brand, elevating Zagreb and Croatia as a prestigious medical tourism destination.

Q: How does it work for interested patients seeking treatment in Zagreb?

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ZagrebMed offers a simplified and secure booking process for health services at leading private institutions in Zagreb via an automated digital platform. Patients select their desired health service and any additional services like travel, accommodation, and transfers in a few clicks. To cater to the needs of international patients, ZagrebMed provides customized offers at no extra cost. Currently, ten medical partners are onboard, with plans to include thirty by the year's end. The platform offers over 200 individual medical services in Croatian, English, German, and Italian.

ZagrebMed is user-friendly, requiring no registration fee, and is equipped with a patient coordinator to assist users. European residents may take advantage of the EU Cross Border Healthcare Directive, which permits reimbursement of costs from their healthcare insurance provider following medical treatment abroad.

Q: Talk more about your partnerships, such as Croatia Airlines.

Cooperation with the Zagreb Tourist Board marked the first major milestone in the realization of this vital project. Croatia Airlines is the exclusive airline partner of the ZagrebMed project, with Obzor Holidays serving as the exclusive travel partner. By allying with these entities, we offer comprehensive packages that include medical services, air travel from cities with direct flights, airport transfer, and accommodations in premier Zagreb hotels at reduced prices. In this manner, we provide complete hospitality for patients traveling outside of Zagreb.

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Q: How do you envision the growth of medical tourism in Zagreb, and the impact of the remote work revolution?

I firmly believe medical tourism will be a burgeoning industry in terms of yearly growth within the next few years in Zagreb, establishing itself as a key strategic direction both nationally and internationally. Croatia's medical tourism sector has much to offer for everybody in search of excellent medical and health services.

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The remote work revolution, accelerated by the proliferation of technology and the COVID-19 pandemic, and Zagreb being ranked among the 5 most attractive cities for digital nomads, opens up new opportunities for medical tourism growth in Zagreb:

1. Extended stays: Remote workers can opt for extended stays in destinations like Zagreb while combining work and medical treatments, boosting demand for medical tourism services.
2. Increased affordability: Remote work eradicates traditional office expenses for both individuals and companies, potentially making medical tourism more affordable and accessible.
3. Digital health solutions: Remote work relies heavily on digital technologies, making it easier to provide remote medical services to international patients, improving the overall patient experience.
4. Focus on lifestyle and wellness: Remote workers tend to prioritize work-life balance and emphasize wellness. Zagreb can position itself as a destination encompassing a blend of medical treatments, wellness programs, and a superior quality of life, enticing remote workers who yearn for a healthy and productive lifestyle.

Whether it involves a body check-up, MRI, aesthetic treatment, dental implant, or something as straightforward as a simple medical examination, ZagrebMed has got you covered.

Q: What would you like to see from the authorities to boost Croatia's medical tourism offer?

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ZagrebMed's mission revolves around health equality, meaning that all patients have equal access to healthcare, irrespective of circumstances, location, or knowledge of the health system. We envision a healthcare system that is direct, straightforward, and person-centric. As previously mentioned, cooperation with the Zagreb Tourist Board was a necessary first step. Efforts to achieve the common goal of developing medical tourism in Croatia necessitate support from all institutions in Croatia.

Learn more about medical tourism in Zagreb and the services on offer on the official ZagrebMed website.

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1. ZagrebMed, an umbrella organization spearheaded by local entrepreneur Ivan Rendulic, aims to unify Zagreb's medical tourism entities for global promotion.
2. By simplifying patient access to medical services through an automated digital platform, ZagrebMed offers over 200 individual medical services in English, Croatian, German, and Italian.
3. The platform provides customized offers and features a patient coordinator, with plans to partner with 30 medical institutions by the end of the year.
4. Croatia Airlines and Obzor Holidays serve as ZagrebMed's exclusive airline and travel partners, offering comprehensive packages that include air travel, accommodations, and transfers.
5. The remote work revolution, combined with Zagreb's popularity among digital nomads, presents opportunities for medical tourism growth: extended stays, affordability, digital health solutions, and increased focus on lifestyle and wellness.

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