PranJyoti Ayurvedic Health Care Center

We care for your best Mission Statement:Create awareness about the Ayurvedic Medication system in world and provide best service to customer and solve their problems related to health by best possible way. Vision:Within next 5 years PranJyoti Ayurvedic Health Care Center will be in India's top five Ayurvedic Health Care Centers. Also the researches dune by the PranJyoti Ayurvedic Health Care Center researchers will help quire many diseases in world will help human being to live long & healthy life Location: Place:- Udhagamandalam (Ooty) District:- Nilgiris State:- Tamil Nadu On a hill top 5 acre specious Ayurvedic Health Care center with Hotel facilities. Attached with bus service with Ooty station Easy access to Udhagamandalam Eco friendly construction of whole center which will give filling of living in a jangle. Grant view of the valley Specious Garden and Ayurvedic herb farming.

Executive Summary: In India Ayurvedic Health Care industry is currently a booming industry and achieving high growth rate constantly because of its ability to attract more & more service seekers towards it. According to one industrial researcher it is estimated that the total market size of the Indian Ayurvedic market is Rs 8,000 crore & it is estimated that this sector is earning year on year average of Rs.5500. For business penetrates its really lucrative industry to think about because of its potential high growth rate of 13% to 15 % or even more in some unique conditions & its ability attract the attention of Foreign Service seekers. We are going to penetrate this sector with good ambitions & attractive techniques which will capture the attention of Ayurvedic service seekers from India & also from the foreign countries. Company is planning to enter this sector by situating our specious Ayurvedic Health Care Center at Udhagamandalam in Tamil Nadu. We are going to situate this Health Care Center & Akhileshwari Hotel with keeping good balance with local nature & going to situate it in 5 acres in hill top(without hurting nature ). Udhagamandalam is a spot which is known as hub of Ayurvedic treatment & it is a spot where people use to come for holydays. According to the research conducted by us 80% people will like to enjoy such a holyday which will enhance their health. Newly presented reports by many ratting companies expected this industry to cross limits of 10000 crore in just a few years. So now our center have to work out our plan in such manner that we will able to penetrate market easily & will able to cutoff competition & will able to achieve highest rates Ayurvedic Health Care Center in India. In India currently government is in favor to situate such plans in India because of its profitability & its ability to earn foreign exchange & ability to enhance tourism in country. It is further boosting the industry which is much ahead of our GDP. So situating such plan will be easier & the potentials of the industry will help us to expand our abilities easily. We are expecting that we will achieve 5 to 6 % growth in first year & from next year it will show growth of 50% in the growth rate of the business. Means in next year it may be 7.5% to 8%. The overall scenario says that this will be the best project to start with so lets now see towards the Key of success.

Keys to Success: - Achieving success is not possible without proper plan. Following are few important points which are going to play Key role in the success of our Ayurvedic Health Care Center in India. Quality & satisfactory services provided by us Treatment like a family member Prompt & unique service( more positive than expectation) providing Eye catching hilly Location Advertising in such a fashion that it will create such an ultimate unique position in the minds of customer. Unique brand building techniques Concentration on realistic goal & step to step approach in achieving goals which will help in expansion plans & also help to understand public needs & according to that we can make changes. Also we are going to use our hotels for simple tourist also we are going to keep reserved quota for treatment service takers. Initial costing Land:Land is going to be biggest investment in initial stage for the company. In overall land we are going to purchase 2 acres of residential land & 3 acres of agricultural land. According to first report this will cost us up to 1.8 to 1. 9crores. But this investment is going to be profit generating investment, because we are going to undertake. Herbal productions:In this case the labor cost will get covered in the following staff charting. If we talk about production then we will need basic things like vessels, few more instruments which are traditional in nature but useful for such productions. This initial things will need investment of rupees 200000. This investment will be not of recurring nature. Herbal production house will start only in cost of Rs. 500000Lakhs. Health Care Center also does farming of medicinal herbal plants which will help us to reduce our raw material cost drastically. Only plants like Infrastructure development:According to the research conducted by our team we can establish an infrastructure of a kind which we want will establish in 3 to 4 crore rupees. (Because our infrastructure is totally environment basis so it will not cost much).

Tourist management:Our tour plans we are going to manage by the help of local tour guides so our charges will depend on current prices of tourist guide so it will differ from time to time Advertising cost: - We are going to assign Rs. 2 crore for the advertising. We will cover it letter Staff Monthly cost:But this following staffing is going to implement when center will start to work by full swing. In current initial stage w are accepting this cost to limit up to 500000 lakhs in month.

Place At reception Security PranJyoti maintenance staff(Health care + Hotel) Research Ayurvedic Herb Farming Food

Staff Male Female Total 2 2 4 3 3 6 5 15 2 4 outsource 0 10 10 Tourist Guides will be hired as per the demand from Ooty 5 3 10 5 3 10 Total 10 6 20 85 10 2

Cost 60000 40000 150000 150000 outsource 100000

Tourist Guides Ayurvedic agro product producers Ayurvedic Doctors Specialist(as per treatment)

outsource 200000 180000 500000 1380000

Overall costing is saying that we will need total nearly Rs. 7 crore in hands to fund the need. Funding:Center has overall 6 partners & each one is in capacity to raise Rs.30 Lakhs Per head In starting company will rais rs 1coror from bank & we First only start with the Ayurvedic Health Care Center. After 2 years we will be in position to raise capital that time we will expand & think about the large scale Akhileshwari Hotel project. Currently it will be just a test project with list investment. Treatments Provided Vashpaswedanam or Ayurvedic Steam Bath was prevalent from ancient times, men and women have garnered its benefits. A special treatment in which leaves of medicinal plants are simmered and the body is exposed to the resulting steam. Good in flushing out impurities from the body, reducing obesity as well as excess fat and in the treatment of skin diseases. After a body massage with oil you undergo this process. To step up the detoxification essential oils are used like lemon grass and eucalyptus oil. Head and Face Massage or Shiroabhyanga comes from Indian tradition of treatment and is part of Ayurveda. It is an ancient stress relieving healing system and was part and parcel of Indian family life for thousands of years. The acclaim of developing it lies with the Indian women as part of their grooming for long dazzling black hair. According to Ayurveda the head area has the greatest density of Marma points and is a vital healing area; our ancient system of medicine says that it is one of the important places to massage as it has intense effect on the whole body. Curative for many medical conditions like Anxiety, Depression, Insomnia, Memory Loss, Stress, High Blood Pressure, Hair Loss, Chronic Fatigue and conditions of immense pain. Alleviate strain in the neck and shoulders. Pizhichil or Sarvanghdhara is a type of massage treatment which in the olden days known as the treatment of aristocrats because it was prescribed only for Maharajas and Rulers. Pizhichil or Sarvanghdhara signifies dhara given to the whole body.

Warm medicated oil is poured all over the body using a cloth dipped in oil and squeezing it. Along with it a gentle harmonized massage is carried out by to 2 to 4 masseurs using this oil. The patient is made to sit on a special Ayurvedic seating made for this purpose and medicated oil is applied on the head and all over the body. At the starting and conclusion of the treatment the patient will be in the sitting posture. In the middle of the treatment he is made to lie down to perform the Shirodhara Amladhara is the gift of ayurveda to mankind to cure conditions like hemiplegia and rheumatic disorders. In this treatment warm herbal solution is poured over the body after slight massage. It continues for about 40 to 60 minutes daily for a period of 7 to 21 days and this can only be decided by an Ayurveda expert. The solution for this treatment is prepared out cereals and vinegar obtained from citrus fruits. It is very effective against the diseases caused by Vata Dosha. A special paste made up of amla, buttermilk and other ingredients cooked and made into a paste is applied to the head. After that it is covered with banana leaf and then with a cloth. Before and after the process a slight massage is given to the head with medicated oil. A hole is made at the center of the paste and medicated oil is poured and held in it for around 30 min or perhaps more based on the judgment of the expert. Finally it is removed and a mild massage is repeated.

Tharpanam is an eye cleaning process and helps to improve eye sight, strengthens the optic nerve and prevents different eye diseases. In this treatment medicated oil is retained over the eyes by making an enclosure using an herbal mixture or gram paste, thereby not allowing the oil to ooze out. The medicated oil or medicated ghee is retained for at least 30 min and it starts the regeneration process. You will soon start to feel the cooling effect in the eyes. A Kativasti is performed to treat chronic back problems and slip disc. The meaning of the ayurvedic term Kati is central portion of the body and Vasti means container. Treatment Method Using black gram dough an enclosure is made on the lower back part and lukewarm herbal oil is poured into this and retained. This reduces the pain and strengthens the bone tissues. After half an hour this is

removed and gently massaged with the same oil. The patient is then recommended to take rest for some time. It is the treatment for the chest part of the body. A treatment prescribed for Asthma, other respiratory problems and muscular chest pain. Treatment Method A mixture of herbal oils is prepared and held in a well made of herbal paste. It is held there for about 30 to 45 minutes. The properties of the herbal oil will start acting on the blood and enriches it and strengthens the muscles and connective tissues. Treatment Chartings Number Treatment 1 2 3 5 6 7 Abyangam Dhara Patra potala swedam Sirovasthi Njavaratheppu Kari vasti Days 14 7 to 20 7 7 to 14 1 1 Cause obesity, diabetic gangrene Full Body Full Body Headaches Many Back problem paralysis, rheumatism, nervous breakdown over weight blood circulation to eyes Ur (chest) circulation, relieves muscular stress Many Skin headaches, migraine, sinusitis, chronic cold , chest congestion, cervical Cost Differs From Person to Person Differs From Person to Person Differs From Person to Person Differs From Person to Person 7500 7500

8 9 10 11 12 13 14

Pichu Udwarthanam Tharpanam Urovasthi Njavara kizhi Dhanyamla dhara Herbal facial

1 7 to 28 1 1 7 to 21 7 to 14 1

7500 Differs From Person to Person 5000 5000 Differs From Person to Person Differs From Person to Person 5000

15

Nasyam

10000

16 17

Ksheera dhoomam Pizhichil

1 7 to 21

Many Many arthritis, paralysis, hemiplegic, numbness Many Many

Differs From Person to Person Differs From Person to Person

18 19 20 21 Days 1

Vasthi Medicated steam bath Thalam Lepanam/Upanaha m Treatments Panchakarma Vamana (Medicated emesis) Virechana (Medicated purgation) Nasya (medication through the route of nose) Raktamokshana (Blood letting)

1 1 1

7500 5000 5000

7 to 14 Many No: Of Amou Da Days nt ys 5 25000 4

Differs From Person to Person No: Of Amoun Treatments Days t Abhyanga Ayurvedic Oil Massage 2--4 3000

Ayurvedic Herbal Steam Bath

3000

Shiroabhyanga Ayurveda Head Massage Pizhichil Ayurveda Massage Amladhara Ayurveda Treatment

5000

Full Body Dhara Patra potala swedam Medicated steam bath

15000

4000

4000

9 3 Beauty Treatments Medicated steam bath Herbal facial 7 30000 10

Thalapothichil Ayurveda Treatment Tharpanam Ayurvedic Eye Therapy

6000

5--6

3000

Different Fruit pakes

11

Kativasthi/Urovasti Ayurveda Treatment

5--6

5000

12

Herbal Kizhi ..

8--9

7000

Ayurvedic Surgeries Its Really amazing to listen but Body Surgeries are furs got invented with Ayurvedic Acharya Sushruta is known as Father of Surgery is the actual first inventor of many Surgeries & even anesthesia is invented by him. Plastic and Cataract surgery is invented by Acharya Sushruta. Many more surgeries are invented By him Here at PranJyoti Ayurvedic Health Care Center you can also undergo such surgeries with the Help of Ayurvedic Specialists We provide following surgeries with total natural way & with full hygiene. These surgeries will be done by pure natural way and will give 100% relief from problem. Name Cost

Number 1 2 3 4 5

Cataract surgery 20000 Plastic Surgery Injuries spaniel cod surgery Bone fractures Differs by person to person As per injury 100000 10000 to 30000

Other

Differs by person to person

Services Provided to Akhileshwari Hotel Visitors Spacious rooms with beautiful views Prompt service Tourist guides Help to plan sightseeing Tirupati, Kanchipuram Madurai,Mhesur tour packages at low rate with high quality service Food Any kind of junk food is not available in vicinity Hotel will provide the Ayurvedic taste food for pati ents For visitors Indian Food will be provided Free Ayurvedic services for visitors Abyangam Dhara Panchakarma Virechanam Medicated Steam Bath Herbal facial Massage Ayurvedic Diet etc.

Extra services will be provided as per demand with extra charges

Class

charges

Days

services Residential facility, Tourist guide, Center will Provide free van, Visit To Kanchipuram, Madurai, Thirupati, Mhesur Etc.

5 Starr

100000

2 weeks

4 Starr

80000

2 weeks

Residential facility, Tourist guide

3 Starr

60000

1 weeks

Residential facility, Ooty Free site seeing with guide

Ayurvedic treatments Abyangam, Medicated Steam Bath, Dhara, Herbal Facial, Panchakarma, Massage, Virechanam, Ayurvedic Diet, Vamanam, Sirovasthi, Pichu Abyangam, Medicated Steam Bath, Dhara, Herbal Facial, Panchakarma, Massage, Virechanam, Ayurvedic Diet, Vamanam, Sirovasthi, Pichu Abyangam, Medicated Steam Bath, Dhara, Herbal Facial, Panchakarma, Massage, Ayurvedic Diet Abyangam, Medicated Steam Bath, Dhara, Herbal Facial, Panchakarma, Massage, Ayurvedic Diet Medicated Steam Bath, Dhara, , Panchakarma, Massage,, Ayurvedic Diet Medicated Steam Bath, Dhara, , Panchakarma, Massage,, Ayurvedic Diet

2 Starr

45000

1 weeks

Residential facility, Ooty Free site seeing with guide

1 Starr

20000

1 weeks

Residential facility

Non Starr

10000

5 days

Residential facility

Analysis of plant parts used in Ayurvedic Health care:

Part used Roots Rhizome Leaves Flowers Fruits Seed Stems Bark Wood Whole plant

Percentage 29.6 4.0 5.8 5.2 10.3 6.6 5.5 13.5 2.8 16.5

Species being used:

Formulation Chyawanprash Dashmoolarisht Ashokarisht Arjunarisht Mahanarayan oil Number of species used in the formulation 3 56 14 4 43

State-wise classification for import of in India

Zone State Name of cities/towns Major market Northern Kashmir Himachal Pradesh Bihar Uttar Pradesh Patna, Raksal Dehradun, Lucknow, Kanpur, Tanakpur Delhi Jammu and Baramulla Bilaspur Delhi Jammu, Medium market Minor market

Ranchi Hardwar, Varanasi, Saharanpur, Barabanki, Muzaffarnagar Ambala

Haryana Punjab Amritsar

Hoshiarpur, Chandigarh Shivpuri, Dhamtari, Neemuch, Katni Indore, Dewas

Central

Madhya Pradesh

Raipur

Rajasthan Southern Andhra Pradesh Karnataka Kerala Hyderabad

Ajmer, Jaipur Visakhapatnam, Kakinada Mysore, Bijapur Thiruvananthapuram, Palghat, Ernakulam

Bangalore Thrissur

The major Ayurveda market is located in Chennai, Tamil Nadu, and the port of Tuticorin, also in Tamil Nadu, is one of the major export points for medicinal plants.The main areas from where medicinal plants are collected are the south Western Ghats, the Javadi Hills in the Eastern Ghats and the Nilgiris. Bangalore is one of the medium sized markets, and was studied for the volumes and prices of the selected medicinal species. Bangalore market. Embelia ribes, Emblica officinalis, Saraca indica, Terminalia chebula and Withania somnifera are species traded in fairly large volumes, estimated between 50 and 100 tonnes per annum. Rauwolfia serpentina ranks next with volumes between 25 to 50 tonnes per annum while the two high altitude Himalayan species, Nardostachys grandiflora and Swertia chirata are traded in relatively lower quan- tities, ranging between 2 and 5 tonnes. Aloe vera and Commiphora wightii are traded in lower volumes ranging between 1 and 2 tonnes per annum. The total volume of trade of the 12 species is estimated to be worth more than Rs. 15 million. Prices are lower than in the Delhi and Mumbai markets except for species originating from extreme north/north-east, e.g. Nar- dostachys grandiflora and Swertia chirata.

Import of Herbs
Indian markets are heavily supplied by plants from surrounding SAARC countries, especially Nepal and Bhutan. The import of species takes place through both legal and illegal means. The trade in medicinal plants from rural areas of Gorkha district was investigated over a two-year period. The annual trade varies from 180,000 kg to 418,000 kg and consists of 36 species. Approximately 98 per cent of these products are exported to India in unprocessed form (Olesen and Hellens 1997) Many Herbs of Tibetan origin have entered India following ancient trade routes through the corridors of Nepal and Bhutan. Some of the significant medicinal plants imported to India are Glycyrrhiza glabra, Pimpinella anisum, Thymus vulgaris, Operculina turpethum, Cuscuta epithymum, Smilax ornata, Smilax china and Lavendula stoechas. Annex 13 gives a list of the plants imported and their quantity. Stakeholders and supply channels Given that medicinal plants are sourced from many different biogeographic zones within India, tracing the supply chains of all the species in trade (if it were possible) would produce a most intricate web across the country. There is a long chain between primary collectors and end-users, and the supply channels for each species are different, depending on availability of the individual species and many other factors. However, the following set of players involved in the supply channels can be identified: Collectors; Local traders or agents; Commission agents at the state level; Commission agents in the major markets (like Delhi, Mumbai etc.); Wholesale merchants in the major markets; Retailers in the major markets; Exporters and industrialists.

Import of Herbs Indian markets are heavily supplied by plants from surrounding SAARC countries, especially Nepal and Bhutan. The import of species takes place through both legal and illegal means. The trade in medicinal plants from rural areas of Gorkha district was investigated over a two-year period. The annual trade varies from 180,000 kg to 418,000 kg and consists of 36 species. Approximately 98 per cent of these products are exported to India in unprocessed form Many Herbs of Tibetan origin have entered India following ancient trade routes through the corridors of Nepal and Bhutan. Some of the significant medicinal plants imported to India are Glycyrrhiza glabra, Pimpinella anisum, Thymus vulgaris, Operculina turpethum, Cuscuta epithymum, Smilax ornata, Smilax china and Lavendula stoechas. Annex 13 gives a list of the plants imported and their quantity. We too purchase form this markets and it is used as per the customer demand and specification.

PRANJYOTI AYURVEDIC HEALTH CARE CENTER Income Statement

Fiscal year Total Revenue Cost of Goods Revenue Gross Profit Operating Expense Research and Development Selling, General, and Administrative Expenses Non Recurring Other Operating Expenses Operating Income Operating Income Total Other Income and Expenses Net Earnings Before Interest and Taxes Interest Expense Income Before Taxes Income Tax Expense Equity Earnings or Loss Unconsolidated Subsidiary Minority Interest Net Income from Continuing Operations Nonrecurring Events Discontinued Operations Extraordinary Items Effect of Accounting Changes Other Items Net Income Related Articles 2010 61,200,000 500,000 60,700,000 50,000 10,000 N/A N/A

60,640,000 200,000 60,440,000 8,000,000 52,440,000 600,000 N/A N/A 51,840,000

N/A N/A N/A N/A 51,840,000

Marketing stratergies

Integrating Physician Communication Channels: Balancing Print & Electronic Media Engaging Consumers with Wellness Proving the Value of New Internet Investments Marketing a Newly Formed Medical Group Measuring and Leveraging the Perception Gap Between Employees and Consumers Using the Web to Support Complex Organizations

PERCEPTIONS AND PROFILE OF MEDICAL TOURISTS International patients seeking medical services across borders or globally look at more than just cost comparisons in their search for the right physician and right facility to address specific needs. The top priorities include 1. CREDENTIALS - recognized international accreditations & certifications. 2. EXPERIENCE - board certified doctors, training, years of experience. 3. PATIENT REFERENCES - patient testimonials, before & after pictures. 4. SPECIFIC TREATMENT METHODS - uniqueness of center & procedures offered. 5. COMPREHENSIVE SOLUTION - provide complete solution to a treatment. 6. REPUTATION - locally as well as internationally e.g., publications, research papers. 7. LANGUAGE - effectively communicate in patient's preferred language. 8. GEOGRAPHIC LOCATION - local conveniences, transportation services, attractions. 9. COST - clear price list, services included in the package, pricing options. 10. BENCHMARK DATA - any comparative information that will convince patients Despite the priorities, patient misconceptions like lack of hygiene and other fears can be allayed by providing information and encouraging interaction with previous beneficiaries. A detailed analysis regarding the profile of international tourists who visited the selected Ayurveda centers were carried out and the significant characteristics are presented herewith. On analysis, the following trends and profiles were noted. International tourists country of origin data shows that England contributed 22% followed by United States and Germany with 15% respectively. 52% of the international tourists availing medicare in the Wellness centers were in the age group 60+ and 46% were in the age group 40 to 60years. About 44% of the International tourists visiting Kerala were professionals, 28% were involved in business and 16% were from Government services. About 75% of the international tourists arrived with the prime purpose of availing wellness medicare and 11% visited Kerala getting attracted by the beaches and backwaters and they were campaigned to avail wellness therapies. About 75% of the tourists arranged the tour programme by themselves and 14% depended on travel agents. For about 35%, the average days of stay were in the range of 16 to 20 and for about 20% the days of stay were between 11 to 15 days. About 38% of the tourists depended on Web to choose the particular wellness center and about 27% chose the same with the help of travel agents. The research data shows that about 89% of the tourists who availed wellness medicare were satisfied with their particular visit.

The average per day expenditure of international tourists staying at Ayurveda centers was Rs 3400/- and about 76% of them purchased Ayurveda related products. It was understood that the awareness about Kerala and the Ayurveda based wellness therapies were much higher (over 80%) amongst the international tourists and almost all expressed their positive intention to visit the destination again and to practice and continue the therapies and diet. Advanced stratergies There are numerous definitions for marketing and what constitutes a marketing strategy. Often marketing is thought of only as the promotion of products, especially advertising and branding. However, marketing has a wider meaning which recognizes that it is customer centered. A marketing strategy is the business approach to promote its products and services expressed in broad terms. A marketing strategy, in turn, forms the basis of the marketing plan. The marketing plan contains the set of specific activities required to successfully implement a marketing strategy. The three stages of an effective marketing plan applicable for tourism services are reviewed here. The first stage is a thorough analysis of the market, including resources, competitors, and the business environment. The second stage is to decide on the strategic choices of how to segment markets, to determine the sectors to be targeted, and to plan an appropriate product positioning and the last stage is to determine the marketing mix, which in its most basic sense means how the product will be offered to consumers (both intermediaries and tourists), the price that will be charged, how the product will be communicated, and how it will be placed or distributed. Creating a Tourism Development & Marketing Plan is the primary rule for any successful tourism. The plan should include several details like product development, upgrades and improvements, positioning and/or branding, attractions and events, visitor amenities and services, marketing and public relations, public/private partnerships, recruitment, funding and budgets, and organizational responsibilities. With the international tourism booming up, it is the high-time for devising effective marketing strategies for promoting and rightly

positioning Indian Health Tourism sector on the international platform. India may require an investment of Rs.1,40,000 Crores by 2012 for achieving its full potential. With the destination firmly established as the 'Wellness Capital of Asia', achieving world-class status is next on the national agenda. But this will not be possible only by the government alone. The private stake holders have to play a significant role in this. It is has become imperative for players of Indian health tourism to enter into alliances with one another. Also, it is the responsibility of all the stakeholders to develop an effective system of communication for promotion of Ayurveda based wellness tourism in tamil nadu. A very important part of any marketing communication plan is to set up realistic and measurable targets/goals through effective identification, allocation and implementation of the available resources. There are two kinds of targets that are required to be looked into Short term and Long term.

SHORT TERM TARGETS Lower to middle-level front-line officials of Central and States Tourism Departments including those posted in tourist offices abroad and usually in regular contact with the tourists may be given accessibility-specific training. Partnering with the experts players in the tourism industry as a whole to gain from their experience. Descriptive brochures and images about the Ayurveda, which relate to its special qualities and is tailored to target markets, should be prepared for use in destination marketing vehicles. LONG TERM TARGETS Improving the perception towards the Ayurveda based wellness medicare. Increasing the awareness level of the various health tourism products available in Tamil nadu. Design and implementation of an appropriate communication strategy. Emphasize on luxury, as most of the visitors would be coming from the well-off nations and are used to luxury and comfort. Few suggestions are herewith put forth, which shall be considered while designing the marketing strategies to enhance the international wellness seekers inflow to Tamil nadu. A much advanced Computer Reservations System (CRS) has to be developed and the awareness shall be increased on how these systems could be used for both administrative and management functions within the travel agency, and as a marketing tool for customizing travel arrangements to meet individual needs. ZENITH International Journal of Multidisciplinary Research Descriptive brochures and images about Ayurvedic medicare, which relate to its special qualities and is tailored to target markets, should be prepared for use in destination marketing vehicles. In fact, in researching Ayurveda based wellness tourism in Kerala on the internet, it is difficult to know where to turn for specific questions about the healthcare system and local medical residency requirements. Hence a single point of entry for individuals seeking medical care options in Tamil nadu has to be launched, established and monitored. It is also expected that increasingly value conscious customers will demand more and better product information and hence a better understanding of psychographic

consumer behavior will lead to more precise identification of customer segments and sub segments. Create a short film on medical tourism opportunities in Tamil nadu and request airplay on Air India and other International flights (both boundary and distant). Seek opportunities to include this film in other venues including websites of organizations interested in providing quality care options. Multimedia travel information kiosks have to be placed in a number of locations including in hotel lobbies, at tourist attractions and State welcome centers. Their uses range from educational and training tools to information directories and pointof-sale systems. It is recommended that all travel and tourism organizations should be advised to document the fact-sheets on access enabling facilities in their premises and publicize them. It is suggested that provision for Telemedicine and E-Medicare in wellness centers could be an effective factor for attracting more international medical tourists as it may be highly advantageous by providing an increased access to health care( especially in underserved areas), expanded utilization of specialized expertise and rapid availability of patient records. Imparting these technologies in Wellness centers may cause to increase follow up advice for patients, prevention of complications/side effects and post treatment care. Introduce a formalized and shared tracking system of inquiries or medical tourists into Kerala to allow an understanding of which methods of promotion yielded the highest return

Opportunities, Challenges and Strategies OPPORTUNITIES Increase in Ageing Population and Cost of Healthcare inn Developed Countries Professional Skills and Experiences Gained from Developed Countries Multi-language Skills Low-cost Healthcare Solutions with High Success Rate Long Waiting Time in Developed Countries Industry Level Initiatives Government Initiatives Spillover Effects Increasing Awareness of the Physical Beauty Availability of Manpower Tradition of Nutrition Values Climate and Geography Millennia Old Health Traditions CHALLENGES Shortage of Hotel Accommodation Healthcare Infrastructure Low Spending on Healthcare Accreditation Low Level of Medical Insurance Coverage Negative Perceptions Quality of In-country Healthcare Transplantation Law Shortage of Hotel Accommodation Shortage of Medical and Para-medical Staff Inadequate Malpractices Law Competition from Spas in Domestic and International Market. Social Competition Weeding Out of Quacks

STRATEGIES Policy Level Prescriptions a) Focussing on In-Country Healthcare b) Define and Enforce Minimum Standards for Healthcare Facilities c) Need for a Composite Healthcare Tourism Policy d) Stimulating Investment in Healthcare Infrastructure Stakeholder Level Prescriptions Government / Industry Level a) Technology Upgradation b) Create Cost Effective Facilities c) Facilitate Adequate Supply of Quality Manpower d) Role of Continuing Education e) Market Segmentation of Healthcare Skills f) Creating Networks for Brand Generation g) Greater Level of Public-Private Partnership h) Role of Government a) b) c) d) e) f) g) h) i) Firm-level Prescriptions Non-Medical Services Standards Based Price Banding Change from Hospital Centric Approach to Patient Centric Approach Negligence Reporting System Intensive Marketing and Promotion Leveraging Traditional Systems of Medicines Transformation of the traditional systems to suit international domain. Professionalisation of the traditional healthcare domain Adoption of success strategies followed in other countries