Russian Medical Tourism Market Industry Report Q2 2016

Transcription

1 Russian Medical Tourism Market Industry Report Q2 2016

2 Russian Medical Tourism Market Industry Report 01 Segment dynamics 02 User interest to destinations 03 Competitive landscape

3 01 Segment dynamics

4 Russian Interests in International Medical Help 15% 33% Searching for emergency help 10% Searching for cheaper treatment Searching for high-tech help Searching for higher quality service 42% Source: Yandex

5 Change in Russian Medical Tourism Behavior Сombining treatment and excursions Saving on preventive programs of full diagnostics Arriving only when necessary for surgery or radiation therapy Addressing clinics directly Reducing work time of interpreters Saving on additional services Source: Yandex

6 Russian Search Category Dynamics: Treatment abroad 200, , ,000 50,000 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Dec 2014 Jan Dec % 1,639,727 1,260, Yandex Source: wordstat.yandex.ru

7 Russian Medical Tourism Audience Location: TOP Cities Moscow Kyiv Minsk Saint Petersburg Almaty Kharkiv Dnipropetrovsk Zaporizhia Odessa Donetsk Gomel Rostov-na-Donu Brest Vitebsk Nizhny Novgorod Kryvyi Rih Novosibirsk Mogilev Yekaterinburg Astana Other Cities 6% 5% 3% 2% 2% 2% 13% 0% 10% 20% 30% 40% 50% 60% 52% Yandex Source: wordstat.yandex.ru

8 CIS Medical Tourism Audience Location: TOP Cities Minsk Almaty Odessa Gomel Brest Simferopol Mogilev Sumy Kremenchug Vinnytsia 2% 2% 2% 2% 2% 3% 3% 3% 3% 4% 4% 5% 0% 2% 4% 6% 8% 10% 12% 14% 8% 13% Source: wordstat.yandex.ru Yandex

9 02 User interest to destinations

10 Russian Health Treatment Abroad: Q Destinations 3 European countries 10% 20% Asian countries (China, India etc) Middle East 16% CIS-countries 23% Other countries Source: wordstat.yandex.ru Yandex

11 Russian Health Treatment Abroad: Q TOP Countries Israel Germany China The USA Ukraine India Belarus Kazakhstan Abkhazia Korea Hungary Egypt Japan Czech Republic Italy 13,368 10,344 10,060 9,672 9,194 8,372 7,811 7,459 7,382 7,137 30,695 33,160 49,793 53,878 71, ,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 Source: wordstat.yandex.ru Yandex

12 Russian User Interest Dynamics to TOP-10 Destinations Impressions 45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5, Mar May Jul Sep Nov 2015 Mar May Jul Sep Nov Israel Germany China Bulgaria Czech Republic Hungary Slovenia India Turkey USA Source: wordstat.yandex.ru Yandex

13 Russian User Interest Dynamics to TOP-11 Destinations Impressions 45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 Israel Germany China Bulgaria Czech Republic Hungary Slovenia India Turkey USA Mar May Jul Sep Nov 2015 Mar May Jul Sep Nov Spain Yandex 2016 Source: wordstat.yandex.ru 13

14 Russian User Interest Dynamics to TOP-11 Destinations Impressions 10,000 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Russia 2014 Mar May Jul Sep Nov 2015 Mar May Jul Sep Nov Bulgaria Czech Republic Hungary Slovenia India Turkey USA Spain Source: wordstat.yandex.ru Yandex

15 Competitor Dynamics 4,000 3,500 3,000 2,500 2,000 1,500 1, Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Assuta Ichilov Rambam Hadassah Sheba Ramat Aviv MC Rabin MC Soroka Medical Center MC Herzlia Medical Center (НMC) Manor MC Wolfson Source: wordstat.yandex.ru Yandex

16 Variation of Russian user interest to medical centers/hospitals Impressions 40,000 35,000-22% 30,000 25,000-26% 20,000 15, % -2-43% 10,000 5, % -4% +29% -18% -43% Russia 0 Assuta Ichilov Rambam Hadassah Sheba Rabin MC Ramat Aviv MC Herzlia Medical Center (НMC) Soroka Medical Center MC Manor MC Wolfson Source: wordstat.yandex.ru Yandex

17 Search Patterns: Generic and Specific Queries 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Generic queries Queries on specific diseases Q Israel Germany China The USA Ukraine India Belarus Kazakhstan Abkhazia Korea Hungary Egypt Japan Czech Republic Italy For some countries (Israel, Germany, China, The USA, Belarus, Kazakhstan, Abhazia, Czech Republic, Hungary, Egypt, Italy) user interest has a universal form: users type queries, including clinics, hospitals, treatment etc. For others (Ukraine, India, Korea, Japan), user interest is more specific and in majority of queries they specify the type of operation or disease. Source: wordstat.yandex.ru Yandex

18 03 Competitive landscape

19 Russian Medical Tourism Advertising Category Leaders by Click Share 100% 90% 80% 70% Тор-3 advertisers Other Advertisers 60% 18% 50% 15% 14% 40% 30% 15% 19% 15% 20% 10% 0% 28% 3 28% Search Content sites Direct - all sites Yandex Quarterly data: Q4'15.

20 Click share Search vs Content traffic Content sites Search sites In Q clicks from Content sites made 17% of total click volume. MEDICAL TOURISM 17% 100% 75% 50% 25% 0% Q1'13 Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14 Q1'15 Q2'15 Q3'15 Q4'15 Quarterly data: Q4 15. Yandex

21 Clicks Search vs. Content Sites Search sites MEDICAL TOURISM Q1'13 Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14 Q1'15 Q2'15 Q3'15 Q4'15 Content sites MEDICAL TOURISM Q1'13 Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14 Q1'15 Q2'15 Q3'15 Q4'15 Yandex data. December, Yandex

22 Medical Tourism Ad Click Share by regions January % 5.8% 77% Moscow Saint Petersburg Other areas 100% 80% 60% 40% 20% 0% Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2016 Yandex Yandex data. January, 2016.

23 Cost-per-click (CPC), units 1.80 MEDICAL TOURISM Q1'13 Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14 Q1'15 Q2'15 Q3'15 Q4'15 Yandex data. December, Yandex

24 CPC by ad blocks compared to category average, units MEDICAL TOURISM (premium placement) MEDICAL TOURISM (guaranteed/dynamic placement) Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2016 Yandex 2016 Yandex data. January,

25 Avg. CTR in category MEDICAL TOURISM CTR search 2.0% 1.5% 1.0% 0.5% 0.0% 2013 Mar May Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar May Jul Sep Nov 2016 CTR content 0.2% 0.2% % 2013 Mar May Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Mar May Jul Sep Nov 2016 Yandex data. January, Yandex

26 Yandex International Sales , Leo Tolstoy St., Moscow , Russia tel , fax