FEMI – therapy for the alleviation of menopausal symptoms – shaping new directions in health tourism development through the implementation of research and development activities and market launch

Purpose: The aim of this article is to present the concept and outcomes of completed research and development (R&D) activities, as well as the market implementation, as part of the smart specialisation strategy in the field of health tourism. The research was undertaken to define new therapeutic directions in the health resort of Busko-Zdrój, through the development of novel methods for the use of sulphur-rich medicinal waters and the introduction of innovative health tourism products to the market. Design/methodology/approach: The study was conducted on a group of 100 female patients under the supervision of a Bioethics Committee, using a comparative research methodology. The research encompassed both theoretical and practical aspects within the field of innovation management. Findings: The research confirmed the effectiveness of crenotherapy using medicinal water. As a result, new treatments were developed, forming the foundation of a therapy aimed at alleviating menopausal symptoms. This therapy has been given the marketing name FEMI THERAPY, abbreviated as FEMI. Research limitations/implications: Limitations of the study include the sample size, the scope of conducted research, and the lack of long-term patient follow-up. Additional constraints stem from the slow pace of societal change in attitudes towards menopause, which still remains a culturally sensitive and often overlooked topic. Practical implications: The outcomes of the research, particularly the development of new treatment procedures, have been implemented in practice as part of a therapeutic programme. This programme has been introduced to the market as an innovative health tourism product. The commercialisation of the research results enables the implementing entity, FONTIA Sp z o.o., to derive economic benefits by incorporating FEMI THERAPY into its permanent offer. Conducting in-house research also strengthens the company's competitive position and distinguishes its offer in the marketplace. Social implications: The societal impact of the research is multidimensional. The most significant aspect is the challenge it poses to the taboo surrounding menopause in society. Although public awareness of the issue is increasing, it remains a topic that is often avoided. Another key dimension is the response to a real societal need — the development of a dedicated therapy for alleviating menopausal symptoms. Furthermore, the advancement of health tourism through innovative therapies contributes to the creation of new jobs and enhances employees' competences not only in therapeutic skills but also in research capabilities. This, in turn, increases job satisfaction and motivation for continued professional development. Originality/value: The authors aimed to explore the subject of innovation management and entrepreneurial discovery as a means of shaping new directions in the development of health tourism, recognised as a smart specialisation of the Świętokrzyskie region. The target audience of this publication includes participants in the innovation ecosystem, serving as a showcase of good practices for entrepreneurs, academia, and public administration alike. Keywords: innovation management, commercialization of R&D results, health tourism, menopause. Category of the paper: Research and development work involving a medical experiment and market implementation.