TRENDS ANALYSIS

What is a trend? What are some of the trends related to your focus for
Assignment 2a?
Trends worksheet http://trendwatching.com/tips-tools/?ref=nav

Voluntourism

Eco-tourism

Medical/Wellness Tourism

Sports Tourism

Cultural Tourism

Consider your scope for the trends;

Opportunity versus threat
Trend versus opposing trend
Local versus global/other countries
Asian versus Western
Internal versus external trends in the industry
Reasons versus effects
Consumer/retailer/supplier/competitor/external environment

Establish your trend

- Elaboration, Evidence, Explanation, Evaluation, Example, Effect

Identify your audience's needs;

Reader + Company Profile (Audience Analysis worksheet)
SWOT\PEST\PORTERS 5 FORCES (handout)

Looking ahead; Moving from 2a to 2b

Can you think of two main recommendations for the company to
capitalise on for one or two closely related trend/s which is/are the
focus of assignment 2a?

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Researching for content and selecting sources
(Unit 1 skills- Rhetorical context; 5 Moves; Comparative Analysis)

Rhetorical context
Do the objectives, target audience and credibility of the writers and
publications suit my objectives and target audience?

Scope
What are the key terms or concepts used in discussing this topic and
how do the writers define these terms?
Is there agreement or disagreement about the meaning of key terms?
What are the resulting strengths/weaknesses?

Thesis; argument; evidence

How do the authors develop the topic?
What are the similar/different strengths and weaknesses in their claims
and/or support?

Weaknesses in the line of thought or argument

What are the similar /different strengths and weaknesses in these
articles?

Your own perspectives

Did you have views on the issue before reading? If so, how would you
compare your prior thinking with the authors?
What conclusions or insights into the topic have you been able to reach
as a result of comparing perspectives on it?
Do your observations and experiences confirm, illustrate, or contradict
what the text says?
Did the reading raise some new questions you had never considered?
Did it question some assumption or belief you had been holding?
What other writers views have you read on this topic? How do their
views compare with the views expressed in this reading?

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WHAT IS A SYNTHESIS
To write a synthesis that shows a specific position or argument based
on analysing and evaluating source materials and identifying salient
relationships between them, the following general guidelines apply:

Consider your purpose and *Craft a title

audience
which
summarises
Select and read sources your content
carefully
and is
appropriate
Evaluate or interpret in tone for
each source
the target
audience
Formulate a position
statement and
objective

How to synthesize?

How to organize material?

Draft position statement +

topic sentences

Write first draft

Revise draft

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THE SYNTHESIS MATRIX

The synthesis matrix is a simple tool to help you identify the trends
evidenced by the sources of information you have.

After reading the 3 or 4 articles, ask yourself the following questions to help
you identify trends and establish them (Evidence, Explanation, Evaluation,
Elaboration, Example, Effect).
- What are the patterns in the articles? What do they suggest?
- Do the patterns complement/ contradict each other?
- Does one article explain/ reinforce a phenomenon in another article?
- What are the synthesized points across the articles that suggest trends
which my company will be interested in?

Seven Trends of ASX Climbs Amazing ART if Trends observed

IVF making babies
Mr Villante said Increasing revenue
Widespread IVF highlights from this The number of in healthcare
medical tourism. In clients seeking sector in Australia
profit season include
my last years at treatment is rising.
the IVF services
Saint Barnabas, few
providers, Monash IVF IVF treatment has
of my patients were become mainstream
and Virtus Health,
New Jersey and more readily
bathroom and
residents. The embraced by Widespread IVF
plumbing products firm tourism and
combination of our patients having
embryologists Reece, and panel difficulties, Mr Barry increase in
beating business AMA says. absolute number of
expertise and Dr.
clients seeking
Cohens innovative Group.
The technology has treatment. If
laboratory improved and this treatments are
techniques drew Shares in Australia's available outside
has allowed more
patients from all largest private hospital alternatives to treat US, people are
over the world. A operator jumped infertility than there willing to travel
routine day saw were 15 years ago. there
7.8 per cent to a
new patients from record high of $81.42 Techniques such as
California, Canada, sperm microinjection,
after the company
preimplantation
Russia, Japan, Italy posted a 17 per cent screening and donor
and Brazil, increase in full-year eggs/embryos had
attracted by high broadened options
profit and boosted its

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 final dividend by nearly
pregnancy rates and 20 per cent. Strong for couples seeking
techniques they help.
revenue growth was
could not take driven by the opening The most recent data
advantage of closer
of more than 500 beds (Australian and NZ)
to home. that tracks IVF trends
and 26 operating
theatres around the
showed an increase
If new treatments of 12.5 per cent in
are only available world. the number of IVF
outside of the cycles and a 14.3 per
United States, this cent rise in the
trend will reverse, frozen embryo cycles
and United States from 2008 to 2012.
patients and
couples will travel Mr Barry says
wherever necessary unfortunately, IVF costs
can preclude couples from
to maximize the treatment. However,
likelihood of a good treatment in Australia is
outcome. well funded by Medicare
and more financially
accessible than in many
countries like the US and
5) A quantum leap Europe, he claims.Other
in IVF technology. major, registered ART
providers in SA include
IVF was 1980s
Repromed, Flinders
technology and Fertility and City Fertility
cured many cases of Centre.
anatomic and
unexplained
infertility.
Intracytoplasmic
sperm injection
(ICSI) and pre-
implantation
genetic diagnosis
(PGD) were 1990s
technologies aimed
at male factor and

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genetic-related
infertility. The years
since have seen
incremental
improvements in
IVF techniques, but
nothing
revolutionary

POSITION STATEMENT
You will arrive at a conclusion based on your research to present to your
reader. This is a position that you want your company to take with regard to
the reported two trends.

Important Reminder

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Your position statement should be clear on how your company should
position itself with regard to the trends based on your research presented in
the Trend Analysis.

STRUCTURE OF A TRENDS ANALYSIS REPORT

Section Content
Introductio Introduce your topic of focus
n Establish the scope of your topic
State your position statement to help your reader understand your
viewpoint or proposal. The position statement must be crafted in a
way that is meaningful to your company- state the opportunities
your company can capitalize on, or the action your company can
take to minimize the threats that are facing your company.
Summarise the 2 trends and their importance to the company
(companys position opportunity/threat)

Body Discuss the trend/s and support your viewpoint by using a variety of
(2- 3 sources. Do not cite one source exclusively or dominantly in one
paragraphs paragraph.
) Remember to use topic sentences in each paragraph to guide your
reader on your discussion of the trend.
Establish your trend through the Es (Evidence, Explanation,
Evaluation, Elaboration, Example, Effect).
Relate the trend to the needs of the company.
Ensure a smooth transition to the next paragraph by using
transitions.
Check that transitions are present between ideas in each paragraph
to clearly indicate the development of ideas.

Conclusion Conclude the trends in this final paragraph and suggest a proposal
your company can adopt. Do not describe your proposed idea in detail
(that is for Assignment 2b); only write enough to whet your readers
appetite.

When you are referring to your sources, do remember to use APA citation
correctly.

- APA Guide

http://www.waikato.ac.nz/library/study/referencing/styles/apa/examples

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 - Citing Business Databases in APA style (company profile)

http://connect.marymount.edu/lls/tips/CitingBusinessDatabasesAPA.pdf

The global medical industry is significant to Smiths Groups PLC as the company is a
global player which gets a big portion of its manufacturing output from various
products which are impacted by the state of the healthcare industry. Thus, the
different trends in the medical landscapes of various countries directly impacts the
companys revenue. The trends identified in this report will centre on the healthcare
industry in Australia, which Smiths Group is yet to explore thus providing the
company with an opportunity to broaden its already global customer. Firstly, the
expansion and increased profitability of private healthcare providers in Australia will
be examined. Secondly, the trend of medical tourism in the area of in-vitro
fertilisation will be explored in an Australian context. These trends will provide new
opportunities for Smiths Group to expand the outreach of their current range of
products, amplify some of the companys strengths and minimise some of the
threats that the company faces.

The first trend is the increasing number of Australians travelling to Asian countries
for invasive surgical procedures. An increasing number of Australians are travelling
to countries including Thailand, India, South Korea, Turkey and Malaysia for medical
purposes ranging from cosmetic treatments such as breast augmentations, facelifts
and tummy tucks to other invasive procedures such as spinal, neck, dental and
shoulder surgeries as well as hip and knee replacements. (SBS News, 2015). Some
of the driving forces for this increase in medical travel are diminishing language
barriers and the rising costs of healthcare in industrialised countries. (Deloitte,
2011). Being an industrialised country, the price of most surgeries in Australia is
significantly higher compared to its Asian neighbours. (Deloitte, 2011) For example,
the cost of a hip replacement surgery in Australia is $US 16, 470 on average while
in India, the price for an identical procedure is less than half that at just $US 7100.
(Deloitte, 2011) With such a vast difference in costs, some Australian medical
tourists find that even if they factor in the costs of flights and accommodation,
seeking treatment abroad is still cheaper than in Australia. (SBS News, 2015)
Furthermore, Australians who have gone overseas for medical treatments have
found some procedures to be quicker, more superior and much more advanced
compared to similar surgeries in Australia. (Para 11, Para 12; SBS News, 2015)
Hence, many Australians are engaging in medical travel to have invasive surgeries
carried out at a fraction of the cost they would pay at home while also benefitting
from superior and quicker surgical procedures in some cases. Being Australias

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largest private hospital operator, this trend poses a threat to Ramsay Health Care.
(Para 16, Meyer et al, 2016) As Ramsay Health care operates a large number of
hospitals and surgical centres in Australia; this trend will reduce their customer base
which can possibly lead to reduced revenue. However, Ramsay Health care can
capitalise on this trend to expand into countries such as Thailand and India where
an increasing number of Australian medical tourists are headed. This can help to
maintain their customer pool while also letting the company take advantage of
lower labour costs. (Deloitte, 2011) As a result, expanding into countries like
Thailand and India gives Ramsay Healthcare the opportunity to benefit from lower
costs and a wider customer base resulting in increased revenue.

The second trend is the increase in medical tourists coming to Australia for
specialised non-invasive procedures such as in-vitro-fertilisation (IVF). Although
Australia is unable to compete in the global medical tourism market based on price
alone, it can become a medical tourism niche for customers who are searching for
the best quality care in particular specialities. One of these specialities is in the area
of fertility treatment which includes IVF and in which Australia already has a
renowned reputation. (Deloitte, 2011) With IVF becoming mainstream and more
readily embraced by couples experiencing fertility problems; the number of clients
seeking fertility treatment is on the rise (Rossi, 2015) It is likely that Australia will be
a popular destination for this growing group as treatment in Australia is more
financially accessible than in the US or in Europe. (Rossi, 2015) Furthermore, there
is a very low barrier for entry for medical tourists seeking IVF treatment in Australia
as there is no need for a visa due to the procedures non-invasive nature; which will
serve to attract more IVF seekers to the country (Deloitte, 2011) This growing trend
of IVF seeking medical tourists has resulted in a 12.5 percent increase in the
number of IVF cycles in Australia. (Rossi, 2015) With a growing customer pool due to
these tourists, private IVF labs have seen an increase in profits; even being referred
to as highlights from this profit season by Mr Villante; chief investment officer of
Celeste Funds Management. (Meyer et al, 2016) The growing medical tourism in the
Australian IVF industry has made it increasingly profitable thus giving Ramsay
Health Care an opportunity to expand. Ramsay Health Care already has a large
coverage network in Australia. Thus, expanding into the local IVF industry will
amplify the companys strength and increase its market share further.