Since 2019, the Centre for Disease Prevention and Control has compiled statistics on the number of medical tourists in Latvia, and, since 2020, this has included telemedicine patients as a separate group.
In 2022, the Ministry of Health, and Ministry of Smart Administration and Regional development together with numerous organisations operating in the healthcare and technology sectors signed a memorandum of cooperation, agreeing to create and advance a digital health ecosystem in Latvia.
Approved in 2023, the national Digital Health Strategy sets out that digital health is a tool for delivering modern, high-quality health care, improving the availability of services and treatments and boosting the efficiency of the healthcare system.
On a national level, it could, for example, improve access to primary health care providers, ensure accessibility to health care beyond the major cities, and enhance chronic patient care, shares Kristaps Krafte, chairman of the board of the Digital Health Association, and CEO of Vigo Health, an app-based rehabilitation programme for stroke victims.
Along with improving the local situation, boosting Latvia’s digital health capacity can also contribute to alleviating global issues, such as lack of treatment availability and long waiting times, explains Gunta Ušpele, founder and CEO of the Latvian Health Tourism Cluster, which gathers health care service providers and research institutions with a shared interest in cooperating to build capacity and attract more medical tourism to Latvia.
Labs of Latvia spoke to Ušpele to find out what attracts medical tourists to Latvia and how telemedicine helps build trust in the healthcare system. The conversation focuses on telemedicine in the form of online consultations and services.
Different platforms available
Ušpele explains that consultations have been taking place online for many years via platforms such as Whatsapp, Skype, and Zoom, and that the Covid-19 pandemic amplified demand. Now, patients and doctors can benefit from tailor-made platforms like Latvia’s own Medon, which is a registered medical facility, and Piearsta.lv. The Latvian Health Tourism Cluster also runs its own platform for members.
Such specialised platforms ensure data protection considering the deeply personal nature of the information being shared. “Health care is not like buying candy! The EU takes data protection very seriously, and the regulation applies to all member states. All our establishments respect it because no one wants to lose their licence. Patient safety, respecting privacy and confidentiality are most important. Websites always provide privacy policies, and patients will be informed on how any test results and other personal information is stored,” says Ušpele.
The average foreign telemedicine patient spends 67 euros in Latvia. The average in-person medical tourist spends 1150 euros on medical services alone.
That does not include what they spend to get here, on accommodation, food, and other expenses. Patients spend an average of four days attending the medical establishment and often extend their stay in the country to prepare for and recover from treatment or get to know the place beyond its clinics and hospitals. The statistics are compiled from data provided by the medical establishments that offer these services.
“We’re putting in a lot of effort to develop this export direction. The medical establishments see this and therefore share the data with the state sector, which provides the budget,” says Ušpele.
Helps to establish credibility and interest in the country
For telemedicine, the statistics vary annually, with patients representing a wide geographic diversity. “In 2022, for example, Argentina and Mexico contributed considerably thanks to the service providers who actively promote and sell their products and services online,” Ušpele shares, adding that “telemedicine helps us reach markets, from which we can then attract in-person patients. It’s no secret that we’re a small country with a limited budget, so we can’t afford big enough marketing campaigns”.
“With telemedicine and niche products you can establish credibility and interest in the country. Any telemedicine client can become an in-person client,” Ušpele explains.
“An initial consultation helps understand if you trust the doctor based on their demeanour and the quality of their answers. If you follow that up with research, learn how many procedures they’ve carried out, where they’ve studied and practised, and read reviews, it all contributes to building trust. All of that happens online. So we make sure to share as much as we can to establish that credibility,” she speaks of the need for serious marketing.
Latest technologies and specialists available
People might choose Latvian service providers for numerous reasons. “There is no single answer. Each country has its own issues and societal trends – some might lack certain specialists, while others impose age limits or don’t fund specific treatments,” says Ušpele.
“Our strengths lie in having access to the latest technologies and specialists who know how to use them. We cannot compete with the lowest price but we offer a competitive price-performance ratio,” Ušpele notes.
“We are very open, flexible and forthcoming. Some clinics might even agree to start surgery at 6am, instead of 8am, or schedule operations for Saturday to cater to foreign patients,” she adds.
The Latvian Health Tourism Cluster highlights that Latvia is particularly advanced in the areas of diagnostics, bariatrics, reproductive medicine, phlebology, ophthalmology, dentistry, orthopaedics, medical rehabilitation, and the CyberKnife system.
“The client is looking for a solution to their problem. The pandemic has affected waiting times in many economically developed countries, leading to long waiting lists for hip replacements, cataract and bariatric surgery, for example, so people are looking for alternatives. We have to provide a solution to their problem and be vocal about it,” Ušpele continues.
“Digital cannot always substitute for a specialist. They can improve each other’s efficiency to prevent issues of accessibility – not just in terms of waiting times but also to information, which can enable better quality of life and enhance longevity,” she finishes.
The experience of Veselības centrs 4, a private medical centre in Latvia, reflects the cluster’s findings. Lana Kutiščeva, medical tourism and public relations manager, explains that international patients find their services through the clinic’s own website and that of the cluster, word of mouth, and deliberate marketing activities. Telemedicine is popular. For example, patients might come to Latvia for a consultation but discuss the results remotely if they require time to come through. Also, patients who first experience a remote consultation often become in-person patients. Among the clinic’s most popular services are diagnostics, check-up programmes, dermatology, aesthetic dermatology and surgery, and phlebology.
