Reference Materials for IMTJ Awards 2019
Reference materials to support Malaysia Healthcare Travel Council’s submission for the IMTJ Awards 2018
Category: Health and Medical Tourism: Cluster of the Year
Disclaimer: Confidentiality: Please note that all information including financial figures and patient testimonials listed in this entry are strictly for judges’ eyes only. In the event that IMTJ wishes to publish figures and/or testimonials, please contact MHTC for approval. Thank you.
(fn1) Malaysia won the IMTJ Destination of the Year Award for three years in a row from 2015 to 2017. In 2018, Malaysia received a “Highly Commendable” mention as a Destination of the Year
(fn2) On 9th May 2018, Malaysia experienced a change in government with the former opposition party, Pakatan Harapan, taking over then government, Barisan Nasional.
(fn3) The Ministry of Finance and Ministry of Health provide advice and leadership in the promotion of the healthcare travel industry as well as act as an enabler to guide the infrastructure and ecosystem development for a sustainable healthcare travel industry for the country. Members of the Technical Committee are made up of representatives from each player listed who provide advice and assistance in the development of measurable outcome for quality care delivery, development and implementation of policy to support the healthcare travel industry.
(fn4) Estimate of economic impact is calculated based on current year and multiplier effect of 2.23 by the Global Wellness Tourism 2014 from Stanford Research Institute. The multiplier effect reflects expenditure on miscellaneous non-medical related expenses such as transportation, accommodation and tourism activities.
(fn5) Malaysian Health Data Warehouse (MyHDW) is a dedicated system optimised for analysis and reporting with data that is integrated, interoperable and comprehensive. It is built to interoperable based on National Health Informatics standards. The system has an overarching health care system governance called Data and Information Governance Committee (DIGC). All Information is available in ‘right time’ on the notion of ‘build once use many’ with the objective of reducing the burden of data collection and processing. This implies where possible aligning primary and secondary data used consideration with the capability to support many reports and analysis tools and interfaces. Data Quality is of the highest level and supported through appropriate methods, tools and techniques by implementing secure and privacy sensitive access. This system is being developed my Ministry of Health Malaysia and MIMOS.
(fn6) China experienced 106% increase in health tourists’ revenue (healthcare travellers originating from outside Malaysia) driven by Malaysia Healthcare’s fertility treatment service offerings.
(fn7) The Asia Pacific Initiative on Reproduction (ASPIRE 2018) is a congress which exemplifies the latest research and treatment options on developments and advancements that will impact the future of fertility preservation, embryology, andrology, clinical trials and related fields.
(fn8) The Malaysian International Scientific Congress of Obstetrics & Gynaecology 2018 (MISCOG2018) is a scientific congress organised by the Obstetrical and Gynaecological Society of Malaysia to exemplify high quality evidence, clinical experience and the latest technology in the world of reproductive health.
(fn9) Medical Travel Media Awards 2018 will be followed by Share My Experience is an international campaign which will run in 2019, inviting healthcare travellers across the world to “Experience Malaysia Healthcare”. This will lead up to MYHT 2020.
(fn10) A consumer behaviour study conducted for the India market to gain insights and plan better strategies for 2019
(fn11) Partnership-in-Healthcare-Travel-Excellence (programme was run to enable credible clinical outcome reporting for healthcare providers.
(fn12) Calculations are based on hospital revenues earned from health tourist alone.
(fn13) MHTC engaged 17 agencies from across 6 countries and established partnerships to maximise impact for global marketing and serving health travellers by creating new areas of opportunity and building upon existing service offerings. These strategies allowed Malaysia to successfully overcome the limitations posed by constrained marketing budgets.
PROJECT SUMMARY (299/300)
Malaysia Healthcare Travel Council (MHTC) was established in 2009 to promote and facilitate Malaysia Healthcare, the country’s healthcare travel industry. Globally recognised for medical excellence, Malaysia Healthcare is progressing towards our ultimate aim: to become the leading global healthcare destination.
Recognised as a key economic driver, the healthcare travel industry was prioritised as a fast-growing industry and moved under the purview of the Ministry of Finance (MOF) while still being heavily regulated by the Ministry of Health (MOH).
With a target of achieving MYR2.0billion in foreign patient hospital revenues by 2020, MHTC adopted strategies established to set the momentum for driving the industry towards excellence:
- Amplifying Branding and Recognition
- Strengthen End-to-End Value Chain
- Enhance Networks and Relationships.
MHTC heavily leveraged on relationships built on mutual trust with industry public and private players to overcome challenges of budget limitations, global competition and changes faced in 2018.
2018 was highlighted with several notable initiatives: Positioning of Malaysia as the Fertility Hub of Asia through public-private partnerships by fortifying industry readiness, amplifying international branding and marketing and exemplifying holistic care, launching of eVisa (Medical) with the Immigration Department of Malaysia and consolidating public and private players driving industry readiness for Malaysia Year of Healthcare Travel 2020 (MYHT2020).
Anchoring on our strategies, MHTC showcased Malaysia Healthcare using a myriad of branding and marketing initiatives, enhanced our end-to-end service offerings and built industry sustainability through networks and partnerships.
These initiatives enabled Malaysia Healthcare to attain MYR1.5 billion in revenues and host 1,216,000 healthcare travellers in 2018, a 14% and 16% increase from 2017 respectively. Moving forward, MHTC will focus on diversification of markets, anchor MYHT2020, establish Malaysia as the Cardiology Hub of Asia and facilitate the establishment of Flagship Medical Tourism Hospitals to profile Malaysia as the leading global healthcare destination.
The government established Malaysia Healthcare Travel Council (MHTC) in 2009 with a mandate to promote and facilitate the healthcare travel industry. Since then, MHTC uncovered Malaysia, the “Hidden Jewel of Asia” and profiled her to become thrice-in-a-row “Destination of the Year” and now, the “Fertility Hub of Asia”. The industry famously known as Malaysia Healthcare was identified as a potential key economic driver.
Ref.Image1: MHTC Aims to Take Malaysia Healthcare Further
In 2018, the New Malaysia government recognised healthcare travel as one of the key export services in driving economic recovery. MHTC is now placed under the purview of the Ministry of Finance while being strongly regulated by the Ministry of Health, supported by stakeholders.
Ref.Image2: A Concerted Public-Private Ecosystem
Recognised as an effective and successful council through awards such as ‘Cluster of the Year’ in 2017 and 2018 by International Medical Travel Journal, MHTC works in tandem with public and private entities, coordinating partnerships, perfecting the seamless end-to-end healthcare journey experience along the value chain while pushing for international recognition.
Ref.Image3: Malaysia Healthcare’s End-to-End System
In driving Malaysia towards becoming the leading global destination for healthcare, MHTC aspires to enable Malaysia Healthcare to earn more than MYR2.0billion in hospital revenues, contributing an economic impact of more than MYR7.0billion by 2020.
Ref.Image4: Malaysia Healthcare’s Roadmap to Glory
In 2018, MHTC faced obstacles in the final mile of conversion:
- Challenges in building and maintaining brand and visibility momentum due to industry-wide budget setbacks
- Increasing regional competition and fortification of focused markets’ healthcare systems, reducing inbound healthcare travellers’ traffic
- Rapid evolving of healthcare traveller demands which require fast, personal and effective response
Ref.Image5: Malaysia Healthcare faced many challenges in 2018
BRINGING MALAYSIA HEALTHCARE TO THE FOREFRONT
In profiling Malaysia as the leading global destination for healthcare, MHTC assessed gaps in Malaysia Healthcare’s brand reach, end-to-end patient service offerings and healthcare traveller source markets.
Having identified areas for growth and enhancement, MHTC crafted clearly defined strategies which addressed each gap purposefully:
- Amplifying Branding and Recognition
- Strengthen End-to-End Value Chain
- Enhance Networks and Relationships
Each strategy is supported by three core pillars which inform and guide execution of initiatives:
- Industry facilitation
- Optimisation of digital marketing
- Sustainable industry growth
With limited budget and growing competition and changing market trends, MHTC heavily relied on networks built on mutual trust to fortify the Malaysia Healthcare brand throughout the fiscal year.
However, to give Malaysia Healthcare an edge in the competition and charge towards our 2020 goal, several catalyst initiatives were pursued with some in the pipeline:
- Establish Malaysia as the Fertility and Cardiology Hub of Asia (2018 – 2019)
- Raise a Flagship Medical Tourism Hospital in 2019
- Champion MYHT2020
- Soft-launch eVisa (Medical) in 2018
To facilitate our initiatives, data quality was strengthened in collaboration with MOH, exemplifying efficiency and productivity in reaching our goals. For effective positioning, a brand health study was conducted to audit our position in our focus markets and effectively profile Malaysia Healthcare globally.
Banking on our focus markets’ potential for growth, Malaysia Healthcare focussed our three-pronged strategy approach on China, Indonesia, India, Myanmar and Vietnam yielding phenomenal results; e.g.: China experienced 106% growth through positioning Malaysia as Asia’s Fertility Hub.
Ref.Image6: MHTC’s recipe for success
D1.GIVING HOPE TO DREAMS
Using three key pillars, MHTC positioned Malaysia as the Fertility Hub of Asia through initiatives that gained media ROI of 17 times:
- Industry Readiness
- Established a taskforce team comprising of private and public leaders in medical services to guide and grow the ecosystem from end-to-end, led by the Deputy Minister of Health Malaysia.
- To establish an exemplary standard for fertility centres in Malaysia, anchor healthcare facilities were identified as a benchmark for medical excellence and service offerings.
- A minimum requirement of possessing Reproductive Technology Accreditation Committee (RTAC) accreditation was set for leading fertility centres
- Carrying the tagline ‘Giving Hope to Dreams’, branding of the Fertility hub was presented through aggressive digital marketing resulting in a 340% increase in enquiries in a month from China.
- Malaysia’s fertility experts and centres were showcased on a global platform at ASPIRE and MISCOG2018 with over MYR1.0million in ROI.
- Familiarisation visits, health talks and CSR programmes were conducted in focus markets, anchored by private fertility centres. Outcomes for CSR programmes alone yielded 4,207 enquiries and 147 sign-ups.
Ref.Image7: Roadmap for the Fertility Hub
Ref.Image8: Digital branding initiatives for Fertility Hub positioning
Ref.Image9: Digital branding initiatives for Fertility Hub positioning
Ref.Image10: MHTC strengthens awareness through international conference participation – ASPIRE, Taiwan
Ref.Image11: FAM visits held in conjunction with MISCOG 2018
Ref.Image12: MHTC strategically leveraged on international collaborations for greater success in China
Ref.Image13: MHTC hosted FAM visits for representatives from focus markets
FACILITATING EASE OF ENTRY
In strengthening our end-to-end services, MHTC collaborated with the Immigration Department of Malaysia (IMMI) who soft-launched the eVisa(Medical) platform, providing healthcare travellers easy, secure and quick access to Malaysia Healthcare.
Ref.Image14: MHTC collaborated with Immigration Malaysia to enhance medical visa applications
READINESS TOWARDS MYHT2020
Public and private players of the healthcare travel industry have begun consolidating resources and embracing collaborative efforts, fortifying the industry’s readiness for MYHT2020.
Ref. Image15: MHTC and stakeholders gearing up towards MYHT2020
BRANDING OF A DESTINATION
Ref.Image16: MHTC conducted a brand health study to assess Malaysia Healthcare’s brand strength
Ref.Image17: Outcomes of the brand health study
Ref.Image18: MHTC charted a brand road map driving Malaysia Healthcare towards “Destination Recall”
Ref.Image19: MHTC ambassadors carried the Malaysia Healthcare brand across the globe
Ref. Image 20: insigHT2018 helped MHTC strengthen trust with stakeholders and industry players
Ref.Image21: insigHT2018 recorded positive feedback
Ref.Image22: Digital campaigns strengthened awareness among specific audiences
Ref.Image23: Phase1 of medical travel portal www.medicaltourismmalaysia.com was launched
Ref.Image24: MHTC’s spokespersons strengthened our international reputation
Ref.Image25: Participation in global conferences led to increased brand awareness
Ref.Image26: Sample reports of MHTC’s clinical outcome programme
BRINGING THE END-TO-END EXPERIENCE TO NEW HEIGHTS
ENHANCE NETWORKS AND RELATIONSHIPS
Enhancing our global reach through networks, MHTC:
- Gained new collaborative partners
- Made 14 embassy visits for future collaborations
- Leveraged on commercial partners to reach consumers such as health talks
- Built local partnerships through MHROs in Indonesia, Myanmar and Vietnam.
Ref.Image31: MHTC established strategic partnerships around the globe
Ref.Image32: MHTC fosters closer ties with foreign ambassadors
Ref.Image33: Health talks in focus markets drove increased conversions
Ref.Image34: MHTC representative offices reported encouraging outcomes
In building trust, a Stakeholder Perception Study was conducted to better understand our stakeholders’ perceptions and expectations towards the medical travel industry. MHTC was regarded well for our roles in promotion and facilitation of Malaysia Healthcare.
Ref. Image35: MHTC is well-perceived amongst stakeholders
Healthcare travellers have received excellent treatment at our facilities, singing praises in their experiences of our world-class quality, easily accessible and affordable healthcare services.
Ref. Image36: Patients’ feedback on Malaysia Healthcare’s leading facilities
Ref. Image37: Patients’ feedback on Malaysia Healthcare’s leading facilitiesRef. Image38: Patients’ feedback on MalaysiaHealthcare’s leading facilities
REFERRALS AND CONNECTIONS
Patients referred to Malaysia Healthcare expressed their delight in Malaysia Healthcare’s premium and high-quality service offerings. Expatriates living in Malaysia expressed satisfaction towards Malaysia Healthcare’s availability of translators and easy accessibility.
Ref.Image39: Patients’ feedback on MalaysiaHealthcare received through our partners
Ref.Image40: Patients’ feedback on MalaysiaHealthcare from embassy members
Our partners acknowledge and appreciate MHTC’s efforts in building global bridges for the furtherance of medical excellence.
Ref. Image41: Feedback on MHTC from our partners
Closer to home, the leaders of the new Malaysian government have endorsed the strength of Malaysia Healthcare over numerous occasions.
Ref. Image 42: Feedback from local authorities
Across the globe, Malaysia continues to be touted as a healthcare travel superstar amid other global players:
As a healthcare travel destination, Malaysia has been referred to as a prime example of excellence in creating an effective ecosystem for the industry’s growth through MHTC. Voices across the world have spoken highly of Malaysia Healthcare’s service offerings.
Ref. Image 44: Feedback from international industry heavyweights
MHTC continues to garner feedback on Malaysia Healthcare’s services both encouraging and constructive in nature, promoting continual enhancement of our Meet-and-Greet services (MGS) offered at the Malaysia Healthcare Concierge and Lounge. A significant number of healthcare travellers using the MGS shared their appreciation for warm Malaysian hospitality served to them.
Ref. Image 45: Feedback on our Meet and Greet Service at KLIA
Malaysia’s annual medical travel market intelligence conference received positive feedback and suggestions on aspects to improve on for the upcoming conference.
Ref. Image 46: Feedback on insigHT2018
Ref. Image 46: Feedback from international speakers
Malaysia Healthcare experienced continual growth of healthcare travellers in terms of volume and revenue despite the limited budget and stiff competition from regional competitors. Malaysia Healthcare amassed a CAGR of 16% for hospital revenue and 10% for volume between 2011 – 2018 thanks to strong public-private partnerships driven by MHTC, investment from the private sector and support of the government. Recognising this success, MHTC was awarded the “Medical Tourism Organisation of the Year Award” for two consecutive years by the Asia Pacific Healthcare & Medical Tourism Awards in 2017 and 2018.
Ref. Image 48: Growth outcomes for 2018
MHTC’s investments and strong PPP in building our visibility in focus markets paid off, recording healthcare traveller revenue increases in China(63%) and Indonesia(11%).
Ref. Image 49: Our focus markets witnessed positive growth
Focused branding and marketing initiatives to amplify visibility of Malaysia as Asia’s Hub for Fertility yielded positive growth in demand for fertility treatments, particularly from our anchor facilities, which showed a 104% increase from 2017.
Ref. Image 50: Growth of Asia’s Fertility Hub does astoundingly well!
Initiatives by state governments, such as facilitating increased connectivity to focus markets resulted in growth, notably in Penang(11%), Selangor(32%), and Johor(16%) respectively.
Ref. Image 51: State initiatives paid off, driving continual industry growth
Firmly fixed on our ambitious goal to earn MYR2.0billion in hospital revenues by 2020, MHTC will focus on market diversification, hosting MYHT2020, establishing Malaysia’s cardiology hub and raise Malaysia’s homegrown reference point for medical excellence through the Flagship Medical Tourism Hospital Programme.
Ref. Image 52: MHTC marches on towards driving Malaysia as the leading global destination for healthcare
With an unstoppable attitude, and strong support from the government, MHTC is set to become the pacesetter for the global healthcare travel industry and claim the title of leading global healthcare destination.
Ref. Image 53: Malaysia Healthcare Going Beyond