publicized properly. Some institutions invest small fortunes in obtaining an international accreditation seal, only to keep it almost hidden. The fact one hospital holds this confirmation of their high standard of quality of its services does not automatically guarantee the attraction of domestic and international customers. It is important that the institution act positively within its advertising, disclosing the seal with its services and showing it with alongside their own image.International Patient CentersNot many hospitals are armed with the internal structure necessary to receive patients from other countries. For example, many hospitals lack specialized staff who can speak other languages fluently. Good communication is crucial to business nowadays, and any miscommunication can potentially jeopardize the entire experience. When dealing with medical treatment the situation becomes far more complex because it is a persons life in the hand of his or her physician and other professionals. Unfortunately, many hospitals seeking to attract international patients currently lack may of the basic tools to do so, such as signs in other languages, trained staff to mitigate the cultural impact of the patient, and often even health care professionals lack the preparation to meet patients' needs in an ideal timely manner.International ParticipationThe lack of participation in international organizations and associations that operate in this segment or promote medical tourism or health, such as the Medical Tourism Association, where experienced professionals with a broad network of contacts can bring much exposure to our hospitals. Being featured and/or cited in international guides, specialized books, magazines and working with trained facilitators opens the door to the world, assisting in the dissemination and reducing the distance between the future patient and the hospital.Country BrandAlthough there is a good image of Brazil abroad linked to certain medical procedures or in the areas in which Brazil is renowned for its excellence, there still isnt a "country brand" strong and well established enough overseas in the health sector. The good references that exist today in the areas of plastic surgery, orthodontic, oncology, orthopedic and artificial insemination were built over time by professionals who developed their own techniques, without government support.MarketingThe lack of marketing abroad, or the establishment of communication with prospective consumers of medical services in the major cities of the United States and Europe to solidify the image of medical tourism destiny. Ads in magazines, newspapers, TV programs and events in cities like London and New York among others, are essential to become a known destination.AttitudeAn entrepreneurial attitude is essential in order to change the prevailing mentality. Good opportunities rarely come about without great efforts, and much less if there isnt a change in the mentality of the entrepreneurs and the government as a whole. Innovation must be used to break old paradigms, which may currently prevent an institution or an entire country from becoming competitive in the market today. Patients seek new standards of hospitality and their attention has turned to the comfort, luxury and access to unconventional resources such as cultural and leisure activities in addition to many packages of medical treatment in other countries.InfrastructureHospital infrastructure and accommodations are approaching