Expectations of Russian Medical Tourists on German Health Care Services: A Kano Model-Based Analysis

Abstract

Introduction: Medical tourism is a steadily growing market in Germany and has a great value of economic interest. Although the majority of patients come from Russia, little information on the needs and expectations of this patient group exists. Methods: Based on the Kano model which is an established research tool for assessing customer’s expectations in industry and healthcare, an online questionnaire was constructed. Based on literature review and an interview with a leading medical tourist agency 15 relevant service requirements were identified. Participant recruitment was accomplished via social media platforms and email invitation of Russian patients who have already received care in Germany. A typical stepwise analysis was performed after the Kano categories were derived for each requirement. As a supplementary aspect an analysis of the relative importance and satisfaction levels was performed. Results: 152 participants without (pn) and 38 with (pw) previous experiences in the German healthcare system completed the questionnaire. 9 requirements were categorized as a one-dimensional, 4 as an attractive and one each as a must-be and an indifferent attribute by pn-subjects. Almost all requirements which were classified as onedimensional by pn-subjects were classified as must-be attributes by pw-subjects. Conclusion: Typical one-dimensional attributes were related to services associated with the planning and travel process, typical attractive requirements were associated with additional support during hospital stay as a sophisticated room equipment and Russian-speaking staff. To maintain satisfaction must-be and attractive attributes have to be well controlled mainly by facilitating the travel process. Disproportional gains in satisfaction can be achieved by special offers during hospital stay.