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Welcome!

17 April 2020OPPORTUNITIES OF HEALTHCARE TOURISM FOR POST COVID-19


Mr. Uzaidi Udanis

• President of Malaysia Inbound Tourism Association (MITA)

• President of Malaysia Tourism Council (MTC) which act as an Umbrella Body to 65

tourism association nationwide.

• Board of Director in Tourism Malaysia , an agency under Ministry Of Tourism and

Culture Malaysia

• Champion of Tourism Productivity Nexus (TPN), an initiative under Malaysia

Productivity Blueprint

Mr. Uzaidi Udanis has been involved in tourism since 1986 where he has helped more

than hundreds of local and international tourism entrepreneurs in promoting their

tourism products by using SMART MARKETING CONCEPT.

Among his satisfied clients are Palm Grove Beach Resort, Balkan Airlines, Sepang

International Circuit, Malaysia Rugby Sevens, Malaysia Airlines Golden Holidays, Coral

Beach Resort, GarudaAirlines and Merpati Airlines.

He has organised the first ever Tourism NEW MEDIA SEMINAR in Malaysia at PWTC

in the year of 2009. More than 200 participants from tourism bloggers to tourism

players has attended the seminar


Mdm. Sherene Azura Azli

• Chief Executive Officer of the Malaysia Healthcare Travel Council (MHTC), an

agency under the Ministry of Finance Malaysia,

Prior to joining Malaysia Healthcare, she was the General Manager at Talent

Corporation Malaysia, playing an instrumental role in building strategies for talent

development in 12 key sectors. Preceding that, she was with Telekom Malaysia for

15 years, entrusted with high level positions such as Vice President of Group

Marketing and subsequently as the Vice President of Strategy and Business

Development.

➢ 50 “Outstanding Women in Healthcare” at the World Health and Wellness

Congress 2017;

➢ “30 Women Achievers and Leaders of Malaysia” at the Golden Globe Tigers

Award 2017;

➢ “Leadership in Promoting Malaysia as Medical Tourism Destination” at the Icons

of Healthcare Award 2018;

➢ “Most Media Savvy Personality of the Year (Woman)” at the 2019 Asia Pacific

Healthcare & Medical Tourism Awards

➢ ‘Most Admired Leader of Asia Awards 2019” by Global Herald’s Global Business

Symposium.


TPN - Business must Not be as usual- reset tourism

➢ITB - unlearn + learn + practice


TPN VIRTUAL SUMMIT


As a result…

➢ More than 2,000 tourismoperators attended the Summit.

➢ More than 10 speakers shareshis experience

➢ YB Minister officiate the event


Summary of TPN Virtual Summit: Strategic to Mitigate COVID-19 Disruption for Industry Players

TPN 5R


Feedback from the V-TAC Clinic

Mdm Sherene Azura Azli, Chief Executive Officer, MHTC

MALAYSIA HEALTHCARE TRAVEL COUNCIL

Source: IMTJ research, LaingBuisson’s Medical Travel and Tourism Global Market Report

Healthcare as a National Agenda

• Malaysia’s healthcare travel industry

has been identified as a national

agenda

• Tenth Malaysia Plan (2011- 2015) :

Identified as an area to transform

services sector

• Eleventh Malaysia Plan (2016 – 2020):

One of the primary drivers for

economic growth

Our Story

Local:

Expats,

NRI

MyHT Markets

(UK, Australia,

New Zealand,

Hong Kong,

KSA, Oman,

Kuwait

CORE:

Indonesia,

Myanmar,

China

Middle

East

Potential:

Bangladesh,

Vietnam,

Cambodia,

Singapore,

Brunei

Facilitate

Private-Public

Partnerships

(PPP) for a

more focused

strategy

Provide

end-to-

end

services

Established in

2005 under

MoH;

corporatised

in 2011; 2018

shifted under

MoF

Coordinate

and facilitate

development

of the

healthcare

travel industry

Promote

Malaysia

Healthcare

internationally

and grow the

market share

In 2011, the brand “Malaysia Healthcare” was introduced,

with the tagline “Quality Care for Your Peace of Mind”

MHTC, Facilitating Public-Private Partnerships

Ecosystem players

Government Stakeholders

Healthcare Service Providers

Public and Private Players of Malaysia Healthcare

Role of the Government

• Operates at a macro and micro level in

addressing the industry holistically:

➢ Macro-Level: Develop the overall strategic

direction and framework for sustainable

growth

➢ Micro-Level: Build trust in Malaysia

Healthcare services through innovative

destination marketing and seamless patient

experience

Role of Industry Players

• Deliver government set benchmark world-class

healthcare in maintaining patient trust and

confidence

• Collaborate in promotional activities at target

markets

Travel Agents and Tourist Guides

Malaysia Healthcare’s Unique Selling Points

• Well-regulated healthcare

system

• Monitored by the Ministry of

Health

• Accredited hospitals (Joint

Commission International,

Reproductive Technology

Accreditation Committee

(RTAC), ISQua and other

agencies under ISQua)

• Rates for healthcare

treatments are regulated

and capped by the Ministry

of Health through the

Medical Fee Schedule 13

of the Private Hospital

Facilities and Services Act

1998

• Compared to the US,

patients save 60 – 80% in

treatments costs (Source:

Patients Beyond Borders)

• Virtually little to zero

waiting times for

appointments,

consultations and

treatments with specialists

• Malaysia houses 200

private hospitals, not

including dental clinics,

health and wellness

centres; 69 of these private

hospitals are active players

in healthcare travel

Warm and Hospitable

Transportation Hub

End-to-End Seamless Patient Experience

Malaysia Healthcare

Meet and Greet Service

ArrivalDeparture

(Available at KLIA, KLIA2, and PIA)

Treatment + Rehabilitation Wellness + Travel

©2020 Malaysia Healthcare Travel Council. Unauthorised distribution is strictly prohibited.Visit www.malaysiahealthcare.org

Malaysia Healthcare Member Hospitals

• Malaysia Healthcare Member Hospitals:

✓ The best of Malaysia Healthcare to the

world

✓ The best services for healthcare

travellers

✓ Compliant with the Ministry of Health

✓ Raise centres of excellence

✓ Offer niche treatments

• Through the membership, Malaysia

Healthcare encourages:

✓ More focused and cohesive promotion

and marketing

✓ Industry excellence and self-motivation

to continuously improve facilities and

services

http://www.malaysiahealthcare.org/

Malaysia Healthcare Member Hospitals

State-of-the-Art Equipment

Latest Technology To Serve Patients Better

• Da Vinci Robotic Surgical System

• IBM Watson for Oncology

➢ Cognitive computing platform to solve

challenging oncologic cases

➢ Interprets data as fast as 10 minutes

• 640-slice CT scanner

• 3.0 Tesla MRI

➢ increased image clarity

➢ high-quality vascular imaging

➢ brain, spine, and musculoskeletal system

➢ maximises patient comfort without

compromising quality

• 3D High Dose Rate brachytherapy system

• Volumetric Modulated Arc Therapy (VMAT) for

Cancer

• Digital Mammography

• Leksell Gamma Knife Perfexion system

…and much more!


Healthcare Traveller Revenue Growth

• For the year 2015-2018, Malaysia

recorded a healthcare travel revenue of

MYR4.8 billion, an 80% increase from

MYR2.6 billion recorded for the year

2011-2014

• Over the period of assessment, 2011-

2018, the industry revenue recorded a

CAGR of 15%



Healthcare Traveller Volume Growth

• The industry averaged a compounded

annual growth rate (“CAGR”) of 15%

for traveler arrivals over the past 10

years

• Total number of arrivals have almost

doubled from 2011 to 2018 indicates

that Malaysia is attracting more

patients from abroad due to the

overall quality of its healthcare sector



Economic Impact of Healthcare Travel Industry

• Out-of-hospital spending by the patient

and his/her accompanying travellers

brings greater economic impact

• With a multiplier effect of 2.24 of

MYR2.86 billion for spending on

wellness, transport, accommodation,

leisure and food, the healthcare travel

industry has contributed a total of

MYR6.4 billion to Malaysia’s economy in

2018


Malaysia Healthcare Initiatives

Balancing the need to protect the interest and national security of Malaysia, but still continuing to position

Malaysia as a leading beacon of healthcare in the region, Malaysia Healthcare is focusing on 3 main areas:

Showcasing best

practices of a strong

healthcare system

Supporting facilities

and practitioners

offering telemedicine

services

Building thought-

leadership content to

keep visibility and

top-of-mind position

These areas of focused are delivered through:

• Effective PR and Branding campaigns designed to capture attention of high-value media players

• Strengthening digital assets enabling better access to tech-ready practitioners/hospitals

• Amplifying capabilities and expertise of Malaysia healthcare practitioners in providing information to the mass

public during this difficult time through social media channels

During this Covid-19 period, we are focusing on two aspects to help us rebound faster when we can go back to ground and

open our borders to patients.

i) keeping warm/building trust through digital assets

ii) building new partnerships

Action Plan

Strong

consistent

messages

through digital

- customised based on market to keep our visibility active

- market tailored content to build empathy and solidarity with the locals

- highlight the capability of Malaysia’s healthcare system

- partnerships with media houses in the market to support our visibility

Campaign

based

activations on

digital

- short burst projects to increase our visibility in our target markets

- meant to attract more people to interact with us digitally

- replaces our usual on-ground activations that are now not possible

Digital Health

Talks

- work with hospitals to roll out virtual health talks to markets

- expecting to capture a larger audience than normal

- build trust and confidence in Malaysian doctors, in anticipation of the reopening of markets

Increasing

marketing to

Foreign

Patients

- focus on expats and students based in Malaysia.

- to increase FP numbers and help relay information back to patients in their home country, building future

pipelines

Realignment &

streamlining

programs and

assets

- stock take and improve all our existing assets (eg website etc) and refocus our strategies to suit the different scenarios

- analysing key areas for improvement and fast tracking those changes to be better prepared for the recovery

Building

foundations for

new

partnerships

- increase our partnerships as new channels for when the market is ready to reopen

- looking at strengthening our G2G portfolio

Building of new

digital assets

- setting up a Malaysia Healthcare virtual “hospital” as a focus point

- Targeting to go live in Q2 2020

- setting up a more “human” social media for improved shareability and to

build followers during these quiet times, primarily for oncology and fertility

While dealing with the uncertain climate, one certainty remains that the world will recover, and that patients will return.

We feel that this period is opportune to build stronger foundations to enable better and quicker recovery.

Our focus areas includes:

• Developing an understanding on the “new normal” and how it affects healthcare travelers’ psyche through commissioned

research

• Aggressively highlight the quality of Malaysia’s healthcare system in dealing with Covid-19 to build trust and confidence

• Invest in building capacity with existing partners and channels all along the value chain to ready for return of healthcare

travelers

• Invest in critical training for industry players that will enable us to optimise this downtime and emerge stronger when

patients return

• Build new partnerships and linkages with activation plans to initiate as soon as borders reopen for marketing and patient

referrals

• Explore new technology that supports the “new normal” which can be value-add to our existing continuity of care/value

chain portfolio

Program that forms

MUTUALLY BENEFICIALPARTNERSHIPS

with local travel agencies

Benefits to Travel Agent Benefits to MHTC

To promote and increase awareness of medical tourism to

Indonesians

To increase the number of medical travelers and patient

spending in Malaysia

To diversify product offering to customers which gives extra/

additional financial gain

To create opportunities in sectors which have strong demand with

trusted government agency

Malaysian Healthcare Medical Facilitator

Malaysian Healthcare Travel Agent

Appointment as

Official MHTC

Travel Agent

Partner

Promoting MHTC

Health Screening

Packages

Bundling of

simple products

(e.g. screenings)

with own travel

arrangements

Offering higher

value treatments

with Malaysia

Healthcare

hospitals

(commissionable

on a larger base)

Receives training

from MHTC in

providing

facilitator

services to

patients

Closer

participation with

MHTC in

marketing efforts

Appointment as

Official MHTC

Medical

Facilitator Partner

Responsibilities of Partner Responsibilities of MHTC

Provision of information on existing market

including, but not limited to:

• Current cities/province of origin covered

• Popular destinations in Malaysia

• Customer information and numbers by month

or quarter for 2020

Provision of existing marketing plans for inbound

Disclosure of relationships with relevant bodies

e.g. government, hospitals and/or NGOs

Disclosure of any prior medical tourism

experience

Linking up Partner with the relevant parties e.g.

Malaysian travel partners, hospitals etc.

Provision of products (packages) for Partners to

sell

Provision of necessary training for facilitators

(chargeable)

Provision of basic collaterals and content for both

traditional marketing (e.g. brochures) as well as

digital marketing (e.g. EDMs)

Co-marketing of Partners in publications and

promotions (wherever applicable)

Submission of Monthly Reports on a decided date.

Information should contain relevant information, ie. treatment, origin and destination cities.

Although a country-wide promotion is widely accepted, additional marketing efforts for specific

focus cities would be recommended.

Focus

Cities:

Reporting:

Based on the calendar of events, a minimum number of events that promotes medical tourism

is required. MHTC may support larger scale events (based on availability and at MHTC’s

discretion

Events:

KPI and reporting requirements will vary, subject to the actual terms of the Partnership. However, in general,

MHTC would require the following from the Partnership to ensure long term returns for both parties:

Learn More About Malaysia Healthcare!

Visit: malaysiahealthcare.org/malaysia-healthcare-chronicles

welcome! [] - opportunitie… · • champion of tourism productivity nexus (tpn), an initiative...

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