Joós Adél Director of Hunguest Hotel Helios ***superior Holistic Health Resort and Medical Center

1. You can't learn in school what the world is going to do next year.Henry Ford Innovation and New Products in the Health-/ Spa or Wellness tourism for a sustainable business development Joós Adél Director of Hunguest Hotel Helios***superior Holistic Health Resort and Medical Center Hungary-Hevíz

2. Health and SPA/Wellness Tourism • Medical(Health)Tourism • Medical Wellness • Wellbeing(-Wellness) • Holistic wellness • Spiritual wellness • Wholeness • Selfness Spa”salus per aquam” - places devoted to overall well-being through a variety of professional services that encourage the renewal of mind, body and spirit. (International SPA Association) Ayurvedic spa, Club spa,Cruise ship spa,Day spa,Dental spa,Destination spa,Garden spa,Medical spa,Mineral springs spa,Resort/hotel spa, Mobile spa,

3. Services: Abdominal Aortic Aneurysm Angioplasty ASD Bypass Surgery Cardiac Angiography Carotid Artery Disease Carotid Artery Surgery Coronary Artery Bypass Graft Surgery Carpal tunnel biopsy Pancreatic Cancer Weight-loss surgeriesAbdominal Wall Surgery Breast Surgery Dermabrasion or Skin Smoothing Surgery Disc Replacement Heart Valve Replacement Hair Transplant Knee Joint Replacement Thyroid Gland Removal Kidney Cancer Hemorrhoids Uterine Fibroids www.meditravels.org Destinations: Costa Rica Czech Republic India Korea Malaysia Mexico Philippines Singapore www.meditravels.org Medical tourism/medical travel/ health tourism or global healthcareis a term initially coined by travel agencies and the mass media to describe the rapidly-growing practice of travelling across international borders to obtain health care. Our Affiliated Destinations Argentina,Austria Barbados,Brazil Chile,China Colombia,Costa Rica Czech Republic,Dubai Ecuador,El Salvador France,Germany Greece,Guatemala Hong Kong,Hungary India,Ireland Israel,Jordan Korea,Lithuania Malaysia,Mexico Panama,Philippines Portugal,Romania Serbia,Singapore Slovakia,South Africa Spain,Switzerland Taiwan,Thailand Tunisia,Turkey United Arab Emirates United Kingdom United States Vietnam http://medicaltourism.com Procedures List We Serve Alternative Treatments Ayurveda Cancer Treatments Cardiac Cosmetic Surgery Dental Diabetes Eye Treatments Fertility General Surgery Gynecology Oriental Medicine Orthopedic Spine Stem Cell Therapy Transplants Urology Weight loss Wellness & Spa http://medicaltourism.com

4. Medical wellness • „Medical Wellness beinhaltet gesundheitswissenschaftlich begleitete Maß nahmen zur nachhaltigen Verbesserung der Lebensqualität und des subjektiven Gesundheitsempfindens durch eigenverantwortliche Prävention und Gesundheitsförderung sowie der Motivation zu einem gesundheitsbewussten Lebensstil”. (Deutscher Medical Wellness Verband) • „The Medical Wellness Association defines medical wellness as the “practice of health and medical care relating to proven wellness outcomes. “ (medicalwellnessassociation.com)

5. Wellbeing-Wellness • Wellness is generally used to mean a healthy balance of the mind, body and spirit that results in an overall feeling of well-being. It has been used in the context of alternative medicine • The term quality of life is used to evaluate the general well-being of individuals and societies. The term is used in a wide range of contexts, including the fields of international development, healthcare, and politics. Quality of life should not be confused with the concept of standard of living, which is based primarily on income. Instead, standard indicators of the quality of life include not only wealth and employment, but also the built environment, physical and mental health, education, recreation and leisure time, and social belonging

6. Holistic Wellness • Wellness is the condition of being in optimum health. It is a holistic blend of physical, mental, and spiritual well-being- the result of consciously choosing to live a quality life. • The path of natural health and wellness is a life-long journey that requires personal responsibility and commitment. (http://www.holistic-wellness-basics.com/ ) Anyone who stops learning is old, whether at twenty or eighty. Anyone who keeps learning stays young. The greatest thing in life is to keep your mind young.Henry Ford

7. Spiritual Wellness • A person engaged in the process of spiritual wellness is willing and able to transcend oneself in order to question the meaning and purpose in his/her life and the lives of others.  He/she is involved in the process of questioning all that is around him/her and has an appreciation for that which cannot be completely understood.  This person seeks to find harmony between that which lies within and the social and physical forces that come from outside.  Feelings of doubt, despair, fear, disappointment and dislocation as well as feelings of pleasure, joy, eagerness and discovery are part of this search for a universal value system.

8. Whole(ness)=Egész(ség)In normal usage, the word "whole" means simply complete, entire, undivided, not ill or injured. Holistic science and philosophy and the study of systems have addednew dimensions to our understandings of wholenessunderstandings which are still developing. • unity and diversity, relationship and uniqueness, and context and interiority • The quality or state of being whole, entire, or sound; entireness; totality; completeness. Time and money spent in helping men to do more for themselves is far better than mere giving.Henry Ford

9. Selfness • Selfness is more than wellness.Beside healthy living herby we speak about getting in balance with ourselfs. Selfness means: self-knolege, a life-long journey to understand ourselfs, to consciously train our body-mind-soul(spirit) across our whole life. • The followers of selfness tend to reach the total harmony of body and mind to achieve a healthy SELF-RECOGNITION. • Selfness is often mentioned as a trend for changing ourselfs, because the better recognition of what we are, brings the need to change even once life. • We all wants to be self confident, optimistic, balanced, which we want to pass on to our environment. • The methods of Selfness helps us to get more and more acquainted with our inner values. It is our responsibility to cross on a devevloping process to live an equvivalent life to our potential. • SELFNESS is development and even a break out:The selfness means for people who are willing to live a healthy life, a possible self-improvement in which process is going to born a balanced, an ambitious ,to itself and his-or her decisions being responsible,self-balanced individuum.

10. The goal and the stations of „SELFNESS-LIFE-STYLE”: • To recognise ourselfs, the exploring of our strengths and weaknesses • Changing ourselfs (inside, outside), and the change of our environment • Establishing a healthy self-confidence: • Finer body and soul, ambitious environment, meet our balance, contence,safety,and happyness. • To help establishing a happy and healthy society. • The possible applications of selfness has bee on implemented by alternativ therapists, psychiatrists, spiritual therapists, but the circle is constantly growing…  (Hungarian Selfness Association) The highest use of capital is not to make more money, but to make money do more for the betterment of life.Henry Ford

11. Innovation • Innovation . . . is generally understood as the successful introduction of a new thing or method . . . Innovation is the embodiment, combination, or synthesis of knowledge in original, relevant, valued new products, processes, or services. • "Innovation is the multi-stage process whereby organizations transform ideas into new/improved products, service or processes, in order to advance, compete and differentiate themselves successfully in their marketplace." • "All innovation begins with creative ideas . . . We define innovation as the successful implementation of creative ideas within an organization. In this view, creativity by individuals and teams is a starting point for innovation; the first is necessary but not sufficient condition for the second". • "Innovation, like many business functions, is a management process that requires specific tools, rules, and discipline." When everything seems to be going against you, remember that the airplane takes off against the wind, not with it.Henry Ford

12. What is the purpose of InnovationCompanies cannot grow through cost reduction and reengineering alone... Innovation is the key element "in providing aggressive top-line growth, and for increasing bottom-line results" • Quality management • Opening new market/-place • Enlarge product offer • Reduced labour costs • Improve product line process • Reduced materials • Reduced environmental damage • New products and/or services • Reduced energy consumption • Conformance to regulations 

13. Quality management • Facilities • Workforce(Job Facility,coaching) • Product • Sales(IT services up to date,be international, language knowledge, homepage is a sales object…) • Marketing(everithyng can be sold…) • PR Quality means doing it right when no one is looking.Henry Ford

14. (new)Opening of (new)market-/place „GNÓTHI SEAUTON” • (new) defining our product (Object-Environment(micro,macro,international)) • (new) defining markets (country,our costumers) • (new) defining our strengths-weaknesses • (new) defining our strategy of sales , marketing, PR concerning market place • Specification of market place/-segmentation concerning product type and costumer (should be catch) Find Yourself within the Global Marketplace, Position Yourself, Identify Your Product and/or Service Offering, Identify Your Target Market

15. (New)Product Developmentnew product development (NPD) is the term used to describe the complete process of bringing a new product or service to market. • Idea Generation • Idea Screening • Concept Development and Testing • Business Analysis • Beta Testing and Market Testing • Technical Implementation • Commercialization • New Product Pricing

16. Idea generation • Gastronomy: Food(suitable for food allergical-diabethical, muslim-halal, vegetarian, fresh,home made, cakes and bread free from food allergical ingreediants,also as take away, ice cream)Drink (glutenfree beer, even as happy hour, basic diet, paleolith diet, liquid diet…)glutenfree cooking course, hungarian cooking course,jubileums evenings with galadinner • Room (Koran,prayercarpet,colon service,water services,fresh fruits … ) • Therapy:implementing new methods, (medical lymph drainage,salt chamber aktív aircirculated salt breathing), new packs (sulfur, wellness mud, fluor),new wellness body rituals, individual cabins with shower for these rituals, fish therapy (pedicure, bath), quantum medicin, medical laser, wellness lymph massage cloth, trx-training, different types of yoga, yoga courses, holistic liquid cure, self-confidence courses, selfness open door days, alternatív therapy(bach-/deva therapy, Hellinger, TCM, Reiki, Music therapy, Fitotherapy, Individual consultation,…,) • Hotel:weekly regional manufactures market, fashion show,regional ensembles weekly performance, life musik evenings,hungarian famous singers performance weekends in low season, special gastronomic weekends,

17. Idea screening Will the customer benefit from the product? Investigating our costumers now (questionnaire 6 languages ,10-20-30%) (what are the most common problems at the therapy-getting older, cancer, heart problems…)eating habits (soup at lounch),herbal tee free avaliable after breakfast, glutenfree diet=therapy… What is the current or expected competitive pressure for the product idea? How can we keep our costumers? Our partners? Costumer bonus program(card, first minute).Individual broshures 2 times/year.You are the first you are the winner. Which are the markets now? what are the potential markets, how can be up to date in these different markets? Different offer for the markets, country holidays. Who can be our new costumer, who doesn’t disturb our costumers now!!!! What is the size and growth forecasts of the market segment/target market? Age of guests 50-… 80%, 70-…30%!! We need younger guests?! Selfness. What are the industry sales and market trends the product idea is based on? • Increasing Health travel, increasing therapie, increasing allergy, stress, locomotiv disorders… Is it technically feasible to manufacture the product? Will the product be profitable when manufactured and delivered to the customer at the target price? Know What Your Competitors Are Doing

18. Concept development and testing • Food allergy bufett system (1 year staff training, testing period, pictograms) • Holistic liquid therapy (testing on collegues, testing therapists, test on 1 guest new program 4-5 days inatead of 12-but…) • SELFNESS (selfness week, selfness weekend, open air presentation, exhibition, conference, performances, training) • Collage of Hungarian Alternativ Therapies also in H.Helios Hotel (educational program) • Therapie as information center (heviz-therapy-com) http://terapia-heviz.hu/en/category/terapia instead of hotel Differentiate Yourself from the Competition

19. PICTOGRAMS GLUTEN FREE YEAST FREE LACTOSE FREE NATIVE SUGAR FREE MILK PROTEIN FREE LOW CALORIE EGG FREE LOW FAT SOY FREE LOW PROTEIN

20. FOOD LABEL

21. Business analysis Prepare to Overcome Potential Barriers • Estimate likely selling price based upon competition and customer feedback • Estimate sales volume based upon size of market and such tools as the  • Estimate profitability and break-even point • Food allergy (we had skills, budget low, official licence for production, pictograms, marketing costs, food labelling,) • Liquid therapy (low budget) • Selfness (self confidence programs,yoga week, life style programs) budget in price • New web page

22. Beta testing and market testing • Produce a physical prototype or mock-up • Test the product (and its packaging) in typical usage situations • Conduct focus group customer interviews or introduce at trade show Food allergy (contact to the hungarian central and regional associations, Austria, Germany, Slovakia, Market and product tastings, controlling monitoring) • Produce an initial run of the product and sell it in a test market area to determine customer acceptance Liquid therapy, Selfness, Medical Therapy, questionnaires, therapists experiences, follow up Selfness- Questionnaire • Make adjustments where necessary CONTINOUSLY PERFECTIONING… There is no man living that can not do more than he thinks he can.Henry Ford

23. Commercialization • Launch the product • Produce and place advertisements and other promotionsOnline marketing, google adwords, Print media, Exhibitions, Journalists study tour • Fill the distribution pipeline with product • Critical path analysis is most useful at this stage

24. GLUTENFREE COOKING

25. Product prising • Impact of new product on the entire product portfolio • Value Analysis (internal & external) • Competition and alternative competitive technologies • Differing value segments (price, value, and need) • Product Costs (fixed & variable) • Forecast of unit volumes, revenue, and profit • Food allergy-bufett same price • Liquid therapy, selfness… depending quality can be 50% expensive than normal package price good price and value

26. WEB SITE

27. Thank you for your attention! Coming together is a beginning; keeping together is progress; working together is success. If you think you can do a thing or think you can't do a thing, you're right.Henry Ford