Liposuction topped the list of cosmetic procedures at the American Academy of Cosmetic Surgery Hospital (AACSH) a leading health provider dedicated to cosmetic surgery in Dubai, UAE during 2016, said a report released by the hospital.

Liposuction (38 per cent) was followed by abdominoplasty (20 per cent), breast surgery (18 per cent), rhinoplasty (9 per cent), and cosmetic gynaecology (5 per cent).

AACSH has conducted a review of aesthetic medicine trends in 2016 and discusses the outlook for 2017 in this report.

The only cosmetic and reconstructive surgery hospital in the Middle East, also acting as an educational center, AACSH has recorded 11 per cent Y-o-Y increase of visitors from the UAE, the region and the world and is well-positioned to record and track statistics, and evaluate them to provide an overview of aesthetic medicine trends in Dubai.

The global aesthetic medicine market is expected to reach $11.9 billion by 2022, according to a new report by Grand View Research, Inc. Some key drivers of the market include growth in aging population, increasing disposable income, and increasing awareness about the efficacy of aesthetic treatments. This expansion of the market brings vast opportunities for healthcare providers globally and in the UAE, but at the same time carries substantial responsibility towards visitors to provide highest quality of service and best-in-class, qualified professionals who will meet the standards of the increasingly discerning patients and allow providers to differentiate themselves from the competition.

In addition, in today’s world of wide access to services, customer service truly sets healthcare providers apart. When patients interact with healthcare providers, they no longer compare their service quality with other healthcare providers but rather companies within the hospitality industry, financial services industry, and others that have set high standards of customer service. This shift indicates that healthcare providers need to move out of their comfort zone and away from the traditional perception of their purpose, while engaging a completely new set of rules.

The most notable trend by far is the ever increasing shift towards value. Majority of patients, regardless of whether they are seeking cosmetic or medically required reconstructive procedures, are opting for higher quality services embedded in tailored care management solutions based on specific needs. AACSH has recognized this trend from the outset and has ensured it provides a strong combination of technology and requisite clinical skills. The concept of patient-centered care will continue to define aesthetic medicine and will become a differentiating factor in the decision-making process for majority of patients.

In addition, patients are progressively savvy about qualifications of the service providers and healthcare professionals. Obeying strict standards that take into account safety and quality of care while also being cognizant of cultural needs at the local level is no longer an option, but critical to patient satisfaction. Therefore, accreditation is gaining importance across the entire healthcare spectrum. Healthcare providers that continuously undertake the rigorous process to become a facility that upholds the highest quality and standards of excellence in care are increasingly sought after.

Changes in visitors’ profiles

Visitors of over 100 different nationalities have sought treatment at AACSH in 2016. The majority of new patients visiting the hospital are predominantly UAE nationals (44 per cent) and at almost the same level as in 2015.

However, the diversity of international patients at AACSH has seen quite a few changes compared to 2015. Saudi nationals are still the second largest group of visitors and their number has even increased by 4.7 per cent Y-o-Y. However, British patients have been overthrown from the third position by Qatari visitors. Kuwaitis and Iraqis held fifth and sixth position respectively in 2015, but their numbers have dropped in 2016 by 50 per cent and 16 per cent respectively and their places have been taken by Omanis (increase of 9.5 per cent) and Egyptians (increase of 5.5 per cent).

Overall, Mena patients accounted for 15 per cent, GCC 11 per cent, Europe 8 per cent and 23 per cent from other countries.
 
Investing in the community

In 2017, the management of AACSH will continue to develop and grow existing services and in parallel continue to drive two very distinctive offerings – professional education and public awareness and medically required reconstructive surgical expertise for patients with burns, congenital defects as well as for victims from conflict torn areas.

Throughout this year AACSH will be reaffirming its commitment to providing continuous healthcare education to healthcare professionals both within UAE and beyond catering to the underserved market needs. 2017 will see an increase in educational activities focusing on knowledge transfer for doctors and nurses, bringing to the UAE new technologies from more mature markets, such as the US, Brazil and Europe, and organizing demonstrations in live surgical and non-surgical workshops. With this commitment to remain a leading teaching hospital, AACSH aims to elevate aesthetic medicine practices in UAE.

When it comes to medically required reconstructive surgery, AACSH has taken a significant step towards value for patients. To ensure easy access for patients to avail these services, AACSH has signed an agreement with more than 30 insurance companies and third party administrators in the UAE, which now cover these procedures. In addition, to further enhance customer service and quality of patient care, but also to support UAE’s efforts towards digital interactive healthcare system by 2018, AACSH is planning to invest in interactive patient healthcare platform that will engage patients in their care and streamline clinical workflows leading to improved outcomes in patient satisfaction, health and safety.

Conclusion

Growth of the medical tourism in the UAE is bringing benefits to both patients and medical practice and cosmetic and reconstructive procedures are among the fastest growing and the most popular among medical tourists in Dubai. Despite the majority of patients visiting the hospital predominantly travelling from across the UAE, the rise of visitors from Europe and other countries outside the region, alongside continuous increase of visitors from Saudi Arabia, who have recognized substantial shift towards the value is evident.

People in general are more educated, more aware and have easier access to quality information, hence are demanding from their healthcare providers not only high quality care, but exceptional customer service and personalized approach. International patients especially require a dedicated approach that will ensure care-free experience while undergoing medical interventions.

AACSH has therefore established a specialized team for such patients including international patient coordinators, concierge service desk, a number dedicated to international patients only where coordinators can be reached directly, assistance with visa, hotel and travel matters prior to treatment. – TradeArabia News Service