The Florence Nightingale Hospital in Turkey stands out for its exceptional medical services and patient care. At the helm of this success is Malina Berekashvili, who plays a crucial role in supporting Georgian patients and enhancing the clinic’s operations. In this comprehensive interview, Malina shares her experiences, strategies, and future plans, providing a deep-dive into her influential role at Florence Nightingale.
My career at Florence Nightingale began in 2014, driven by a strong desire to assist a patient facing significant barriers to care,” she says. “That initial encounter served as a catalyst for my journey with the hospital. My journey at Florence Healthcare International began with an invitation from General Manager Dr. Sinan Aran to join the team in Georgia. Since then, I have served as his advisor and collaborated with Florence Nightingale Hospitals, creating value for all parties involved.
What business strategies have you implemented to establish, maintain, and satisfy Georgian patients with Florence Nightingale’s medical services?
“To establish and maintain high levels of patient satisfaction among Georgian patients, I’ve implemented several key strategies focused on personalization, communication, and comprehensive care management,” Malina says. “First and foremost, we prioritize personalizing our care to address the specific needs and preferences of each Georgian patient. Understanding that each patient’s situation is unique, we tailor our services to cater to their individual requirements. This involves everything from customizing treatment plans to accommodating personal preferences in terms of accommodation and dietary needs.
“We also place a strong emphasis on improving communication channels throughout the patient journey. Effective communication is crucial in ensuring that patients are informed, comfortable, and confident in the care they are receiving. To this end, we have streamlined our communication processes by implementing advanced digital platforms and creating dedicated support teams that are available around the clock. This ensures that patients can easily reach out with any questions or concerns and receive timely and accurate responses.
“Furthermore, we have developed a robust patient care management system that carefully monitors and manages each step of the patient journey. From the initial consultation to follow-up care, we ensure that every stage is handled with the utmost care and attention. This involves coordinating between various departments, managing appointments efficiently, and providing comprehensive support to address any issues that may arise.
“This multi-faceted approach has been integral in building and maintaining our reputation among Georgian patients. By focusing on personalized care, enhancing communication, and ensuring meticulous management of the patient journey, we have been able to achieve consistent satisfaction and foster trust and loyalty among our patients. Our commitment to these strategies has not only helped us meet but often exceed the expectations of our Georgian patients, reinforcing our position as a leading provider of medical services.”
How has your role at Florence Nightingale has contributed to the clinic’s overall business goals, particularly expanding its reach in the region?
“My role at Florence Nightingale has been instrumental in aligning our patient care strategies with the clinic’s broader business objectives, particularly in terms of regional expansion,” Malina explains. “One of the primary ways I’ve contributed is by focusing on delivering personalized patient care. By understanding and addressing the specific needs of each patient, we’ve been able to enhance their overall experience, which directly supports our business goals of patient satisfaction and retention. Personalized care not only improves patient outcomes but also fosters a positive reputation that encourages word-of-mouth referrals and repeat visits, both of which are critical for expanding our reach in the region.
“Additionally, I have worked extensively to improve operational efficiency within the clinic. This involves streamlining processes, integrating advanced technologies, and ensuring that all departments work cohesively to provide seamless patient experiences. Efficient operations are crucial for managing a high volume of patients effectively and ensuring that we can scale our services to meet growing demand. By enhancing operational efficiency, we’ve been able to offer timely and high-quality care, which is essential for maintaining our reputation as a leading medical provider.
“My efforts also extend to managing patient experiences throughout their journey with us. This includes everything from the initial consultation to post-treatment follow-ups. By ensuring that each interaction is handled with care and professionalism, we not only meet but often exceed patient expectations. Satisfied patients are more likely to share their positive experiences with others, thereby helping us to reach a broader audience and solidify our presence in the region.
“Overall, my role has been central to advancing Florence Nightingale’s business goals by enhancing patient care, improving operational processes, and actively contributing to our regional expansion efforts. Through these contributions, we have successfully solidified our position as a leading healthcare provider in the region and continue to grow our reach and impact.”
Managing a large volume of international patients can be difficult. What systems or processes have you implemented to streamline operations and improve efficiency?
“To handle the large volume of international patients efficiently, we’ve developed advanced communication tools and data management systems,” Malina notes. “These systems are designed to coordinate care seamlessly across various departments and stages of treatment, ensuring that every aspect of the patient’s journey is well-organized and streamlined.
“However, despite these advanced systems, our approach remains distinctly personal. Unlike many other hospitals where patients might feel like just another number in a conveyor belt system, we prioritize a more individualized approach. Our advanced tools are not just about efficiency—they are also about enhancing the personal touch that defines our care.
“Each patient receives attention tailored to their specific needs, and our systems support this personalized approach by ensuring that all relevant information is readily available to our staff. This allows us to provide care that is both timely and deeply attentive to the individual needs of each patient. By integrating advanced technology with a focus on personal care, we ensure that every patient’s experience is both efficient and compassionate.”
How do you deal with the logistical challenges associated with coordinating the care of patients from different countries, and what innovations have you implemented to address these challenges?
“Logistical challenges are significant, but we’ve tackled them by implementing innovative solutions,” Malina says. “We use air transport for urgent cases and have established effective systems for emergency ambulance coordination. Our goal is to ensure that patients can access the care they need, regardless of their location. By addressing these challenges proactively, we’ve improved the overall patient experience.”
In terms of operational management, what are the biggest challenges and how do you deal with them?
“One of the biggest challenges in operational management is maintaining efficiency while handling a high volume of patients,” Malina notes. “We address this challenge by continuously refining our processes and leveraging data to make informed decisions. By focusing on improving our operational systems and adapting to changing needs, we ensure that we can manage patient care effectively and maintain high standards.”
What role does data analysis play in your decision-making process and how do you use patient data to improve service delivery and operational performance?
“Data analysis is critical in our decision-making process,” she explains. “We use patient data to identify trends, assess service quality, and pinpoint areas for improvement. This data-driven approach helps us enhance service delivery, streamline operations, and address any issues that arise. By continuously analyzing and acting on patient data, we ensure that our services meet the highest standards.”
What potential do you see in the direction of medical tourism in Georgia?
“There is substantial potential for growth in the medical tourism sector in Georgia. With increasing demand for specialized care and advanced medical technologies, there are significant opportunities to enhance the local healthcare market. By leveraging our experience and expertise, we can contribute to developing medical tourism in Georgia and provide high-quality care that attracts international patients.
“However, it’s important to address a common misconception about medical tourism, especially when it comes to oncology care. The term ‘medical tourism’ is often used to describe elective procedures like plastic surgery or hair transplants, which are non-essential and more about personal choice. Oncology care, on the other hand, is a critical and life-saving treatment. Referring to it as medical tourism can be misleading and diminish the gravity of the care involved.
“Patients seeking treatment for cancer are not merely traveling for luxury or convenience; they are often in urgent need of specialized and advanced care that may not be available in their home country. Labeling this critical care as ‘medical tourism’ can inadvertently trivialize their experiences and the serious nature of their health conditions. It’s crucial to view oncology care as an essential service where the focus should be on providing the best possible treatment and support, rather than framing it within the context of tourism.
“In Georgia, there is an opportunity to improve the perception and delivery of such essential services. By emphasizing the importance of high-quality, specialized care and focusing on the needs of patients requiring urgent and life-saving treatments, we can help position Georgia as a leading destination for serious medical conditions, rather than as a mere tourist destination.
“By addressing these nuances, we can better align our healthcare services with the genuine needs of patients and avoid the oversimplification that sometimes accompanies the term ‘medical tourism.’ Our goal should be to provide world-class medical care that meets the highest standards and supports patients in their most critical times of need.”
You mentioned your plans to return to Georgia and use your experience. What specific business opportunities or strategies are you considering to maximize the impact of your expertise in the Georgia healthcare market?
“I am willing to share my knowledge and experience with any medical center or the Ministry of Health, contributing my expertise to help my country,” she tells us. “I am committed to applying the insights and skills I’ve gained from my time at Florence Nightingale to support and advance the healthcare system in Georgia. Whether through direct collaboration with healthcare facilities or by advising the Ministry of Health, I am eager to contribute to initiatives that aim to improve patient care, introduce best practices, and address key challenges in the sector. My goal is to leverage my experience to drive meaningful improvements and help elevate the standard of medical services available to Georgians.”
Considering the wider medical tourism industry, what competitive advantages do you think Florence Nightingale has and how do you see these advantages developing in the coming years?
“Florence Nightingale’s competitive advantages are firmly rooted in our exceptional medical staff and our state-of-the-art facilities. Our team comprises highly skilled professionals who are trained in some of the best medical institutions worldwide. This expertise is complemented by our cutting-edge medical technology, which allows us to provide top-tier care and stay at the forefront of medical advancements.
“Additionally, our strategic partnerships with leading international healthcare institutions enhance our capabilities and extend our network of expertise. These collaborations enable us to incorporate global best practices and innovations into our services, ensuring that we offer treatments that are both advanced and effective.
“Our commitment to continuous professional development is another key advantage. We invest significantly in the ongoing training and education of our staff to keep them updated with the latest medical techniques and technologies. This focus on professional growth not only improves the quality of care we provide but also reinforces our reputation as a leader in the medical tourism sector.
“Looking ahead, these advantages are set to evolve as we continue to expand our services and capabilities. We are actively pursuing new technologies and treatment modalities to address emerging healthcare needs and trends. By integrating the latest advancements and maintaining our high standards of care, we will further solidify our position in the global healthcare market.
“Moreover, as the medical tourism industry becomes increasingly competitive, our emphasis on personalized patient care and our holistic approach to treatment will become even more crucial. By continually refining our services and enhancing patient experiences, we will ensure that Florence Nightingale remains a preferred destination for international patients seeking high-quality care.
“In summary, Florence Nightingale’s competitive edge lies in our skilled medical professionals, advanced facilities, and strong international partnerships,” Malina tells us. “As we build on these strengths and adapt to evolving healthcare trends, we are well-positioned to maintain our leadership and continue delivering exceptional care to patients from around the world.”
Interview by Kesaria Katcharava
