By Kim Rahn
Staff Reporter
Lee Sang-jun, president of dermatology and cosmetic surgery clinic Anacli, is a pioneer of medical travel here. The doctor started providing medical services to foreign tourists ― mainly from Japan ― in 2000, even before the concept of medical tourism was fully established here.
He recently received an award from the culture and tourism minister and an appreciation plaque from the Korea Tourism Organization for his contribution to the promotion of the industry.
``Medical services are different from car sales, as they are related to health and life. Building trust is the primary thing for the specific tourism sector, and, in order to build trust, caring consideration for the single medical traveler is essential,'' the 43-year-old said.
Anacli is now one of the leading hospitals and clinics in medical tourism, which the government plans to promote as a new growth engine. Why Lee started the service, however, was far from a national project.
``In 2000, when I opened the first clinic in Myeongdong, I saw that Japanese travelers have bad experiences with low-quality products and services. I hoped they could experience high-quality services and get a good impression of Korea. I thought medical services could be one of those things, so I began to provide services to foreign visitors,'' he said.
The skin care clinic has become famous among foreigners, and Anacli had 1,300 foreign patients last year at its five dermatology, two cosmetic and hair clinics in Seoul and Gyeonggi Province. About 80 percent of them were from Japan.
Anacli has seven interpreters ― covering Japanese, Chinese and English ― and has two branches in Beijing.
Lee said foreigners have different demands, depending on their home country. Russians mainly want to remove a scar or congenital malformation, while Japanese want simple beautification treatment, such as skin care, a Botox injection or wrinkle-removing treatment.
He said Korea is almost the only country where ``medical aesthetic treatment'' has formed a huge, individual industry. ``In Japan and most countries, an aesthetic service is separated from medical care. In Korea, an aesthetic service is provided by dermatologists, so we have more credit,'' Lee said.
In July, a group of 29 Americans underwent skin care programs at Anacli and Lee said the U.S. market has huge potential.
``In the United States, some 50 million people do not have medical insurance. In Europe, especially in England, the public medical system is very developed, but patients have to wait for months to get surgery. As the disparity in medical skills between countries is getting smaller, patients move to other countries for quicker and cheaper medical services. The trend is a good chance for Korea,'' Lee said.
He added that Korea's cosmetic surgery is already well known abroad, especially in Asia, thanks to Korean soap operas and dramas. ``It is a very rare kind of brand. A little support will help the industry flourish.''
Lee believes the most important aspect for the industry is trust. ``Selecting a medical program is different from selecting a car from a brochure. As it is related to health, and even life, trust in doctors and information by word of mouth from neighbors or friends are important.''
He said that patients have a fear of receiving medical treatment in a foreign country and that relieving the fear is important. ``To relieve it, doctors here have to take extra care of foreigners and spend much more time explaining treatments than they do to Koreans. Foreign travelers may not have medical treatment despite a long explanation, but still, such special care gives them a good impression of Korea,'' he said, adding that such kindness could result in repeat patients and eventually improve Korea's national brand.
In the clinic's guest books, foreign patients leave notes after receiving treatment. And, indeed, many of them are repeat patients. One, Tomura Megumi, said, ``I was nervous at first, but am now satisfied with the result and price. Japanese-speaking staff helped me very kindly. I'd like to get treatment again when I revisit Korea.''
Another, Takemoto Yuko, said, ``I've received treatment here several times and am satisfied with it. My face tingles with the treatment, but the skin gets better by the time I go back to Japan. I want to get the treatment again whenever I come to Seoul.''
Lee said it is time to think about how to treat foreign patients, rather than how to bring a higher volume of patients here.
``For example, foreign patients for cosmetic surgery need to get information before coming here, get a visa, fly to Korea, meet a guide, undergo surgery, suffer pain, and leave Korea with a swollen face. We have to understand how he or she feels about difficulties from which he or she suffers. Bringing as many medical tourists and earning as much revenue as possible is less important. If we take care of a single traveler sincerely, the number of tourists will consequently rise,'' he said.
The government is revising the Medical Law and regulations in order to boost medical tourism, such as allowing hospitals to advertise ― but there are other areas in need of improvement, he said.
``For example, the Ministry of Justice issues a medical tourism visa when travelers have medical certificates for treatment, but cosmetic surgery is not categorized as treatment. I know the regulation was designed to prevent illegal aliens, but a wise solution on the issue is needed for the development of medical tours,'' Lee said.
In the wake of the revision, hospitals are making package programs for foreigners. Anacli is preparing a program with KNT, one of Japan's largest travel agencies, for launch in March. Programs for the Chinese market are also under discussion.
``Medical services can be a travel memory. You come here, have Korean barbecue, enjoy shopping, and go back home with more beautiful looks ― what a nice trip,'' Lee added.