Health tourism is the fastest-growing segment of the tourism industry. We must capitalize on this enormous potential for Croatia’s economic growth through coordinated communication and promotion. Ognjen Bagatin from Poliklinik Sinteza and Gordan Turković from CTA komunikacije discussed about ‘How to Sell Health organized by Croatian Chamber of Economy at Days of Communication.
“It is estimated that the growth rate of health tourism is around 20% annually. We must begin to make optimal use of this potential for economic growth. Additionally, estimates show that health tourism in Croatia generates around 150 million euros in revenue per year. Visitors recognize us as a destination for dental medicine, ophthalmology, orthopedics, and even oncology. Given the increasing interest in investments in health tourism, the Health Tourism Association of the Croatian Chamber of Economy encourages the stronger development of this niche through the opening of new markets and promotional channels, networking, and educational initiatives like today’s event,” emphasized Andreja Vukojević, Director of the Tourism Sector and Head of the Marketing and Communications Department at the Croatian Chamber of Economy (CCE).
Croatia has been increasingly establishing itself as a destination for aesthetic medicine services, which can also significantly impact the private healthcare market in Croatia and boost off-season tourism results. In his opening remarks, Bagatin emphasized that the global aesthetic medicine market is expected to reach a value of USD 26.7 billion by 2029.
“It is great that there is a growing recognition of the importance of communication in healthcare. This is a multifaceted process – from promoting healthy habits and health awareness, to communicating the relationship between public and private healthcare sectors, and marketing healthcare services and products. It is crucial that users are always fully and objectively informed. Communication is also vital in promoting health tourism, an economic niche that remains underdeveloped in Croatia, yet holds the potential for year-round activity. That is why we revived the Croatian Association of Health Tourism at the Croatian Chamber of Economy last year. ‘Days of Communication’ is an excellent opportunity to discuss how to communicate and ‘sell’ health,” said Ognjen Bagatin, serial entrepreneur, co-owner, and director of the Sinteza Polyclinic.
There was also a discussion about the ethics of public communication in healthcare, the phenomenon of ‘Sephora kids’, and the related research. The American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS) in which 75% of American surgeons reported a significant increase in the number of patients under 30 years old. It seems that this trend is also making its way to Croatia.
“In this context, I am especially glad that today we also touched upon the ethical aspects of health advertising and communication, as well as the importance of tailoring approaches to different age groups. The private healthcare sector has been growing more than ever in recent years and, in many ways, is becoming a competitor to the public system — both in terms of services and in attracting quality professionals. Today we saw just how big of a role communication plays here as well, and how marketing and communication professionals are key allies even in these areas. Of course, we also contribute to the development of awareness campaigns around various diseases and the importance of preventive check-ups, which is especially important in a society where people are just starting to understand that going to the doctor should not only happen when something seriously hurts,” said Gordan Turković, CTA komunikacije’s CEO.
The discussion highlighted just how crucial communication and marketing are in the healthcare sector. Marketing and communication agencies have long been active in this field, and with their ideas and strategies, they influence the way the public perceives the work of both private and public healthcare institutions. Promoting health tourism is also important, as this segment has all the prerequisites for year-round business — which is extremely important for Croatia in its goal to become a year-round sustainable tourism destination.
