The story of modern medical tourism in the United States, as told by the media, has changed over time and now comes in a package of inevitability. It hit home for me last week, when the American Medical Association acknowledged medical travel and tourism and set some broad guidelines (reported here) and, again today, with a significant story by MSNBC Health Writer JoNel Aleccia that advances the storyline for consumers very nearly to a frontier that, until recently, was the province of industry insiders.

Hip surgery in India? Insurance may pay:
Burgeoning benefits could send hordes of U.S. patients abroad for care

The paragraph that jumped off the screen at me was this:

Once the province of the poor and uninsured, medical tourism is gaining attention of industry giants such as CIGNA, Aetna and Blue Cross/Blue Shield, who say they either have begun or are considering pilot programs that provide limited coverage for foreign care. One Montana firm, Employee Benefit Management Services Inc., recently began offering medial tourism plans to its 120 self-insured clients in the Northwest.

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Medical travel and tourism continues to be poked and prodded in the U.S. media and, increasingly, the news is catching up with the most significant trend in the nascent industy.

And that is, that patients can go outside of the United States for high quality medical care at far lower costs than at home is becoming part of how businesses, insurers and consumers — together — are fighting to contain costs for needed healthcare. The May issue of Fast Company covers the topic and the issues it raises, in considerable depth, in an article headlined, simply, Medical Leave. The article is a snapshot of U.S. healthcare at a crossroads:

“The phrase “medical tourism” was once used to describe early retirees jetting in to Bangkok or Bangalore to have a little work done before recuperating on the beach. That image doesn’t jibe with the numbers today. As many as half a million Americans streamed abroad last year in search of affordable alternatives for hip replacements or prostate surgery. And they went not for the postsurgical tanning but for the savings: up to 90% off the going rates in the United States. They went because 47 million Americans lack insurance and can’t pay for surgery to fix a bad back or clogged arteries. Or because they have insurance but can’t begin to pay the soaring deductibles a major surgery entails. They’re fleeing a system that is by far the most expensive in the world and growing more so by the hour, with diminishing returns in quality of care.”

The FastCompany.com article makes it clear — U.S. businesses and insurers are integrating medical travel into healthcare offerings at whatever pace that consumers will accept — and as consumers learn more about healthcare outside the U.S., they accept or even embrace it.

That has also been the experience of Stephanie Sulger, BridgeHealth International vice president, who has been helping patients get the care they need at a cost they can afford for the past six years.

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