The health tourism sector in Malaysia has recorded a combined annual growth rate of 17% over the past five years, surpassing the global average of 10-12% and the Asia-Pacific 12-14%. Competing in the health tourism industry which is estimated to be worth US $ 180 billion in 2023 on an international scale, Malaysia knows that it must expand its reach if it wants to maintain its impressive growth rate.
The Malaysia Healthcare Travel Council (MHTC), under the Ministry of Health, is working to promote Malaysia as a world-class health tourism destination under the ‘Malaysia Healthcare’ brand. Indonesia, the United Kingdom, India, the Philippines, China, Singapore, Australia, Japan and the United States are the countries that are the main sources of health tourist arrivals for Malaysia. In addition, Malaysia is also preparing to penetrate this business to other Middle Eastern and Southeast Asian countries such as Qatar, Oman, Saudi Arabia, Vietnam, Myanmar, Cambodia and Brunei Darussalam.
ATTRACTING INDONESIAN HEALTH TOURISM IS A PRIORITY FOR THE LOCAL HEALTH TOURISM INDUSTRY
In addition to business and traveling, many of the international passengers who come to Malaysia for medical purposes. According to Nik Yazmin Nik Azman, Chief Commercial Officer of MHTC, out of a population of more than 260 million people, Indonesia is the largest market for Malaysia Healthcare. Recorded in 2018, more than 670,000 people of Indonesia have done health care. That number is approximately 60% of the total number of foreign patients seeking treatment in Malaysia. Supported by the Malaysian Ministry of Health, easy access to health services, the elimination of sales / service taxes on hospital bills, as well as costs that are far cheaper than Singapore, are some attractive factors for international tourists.
THE POWER OF THE FERRY TERMINAL AREA OUTDOOR AD MEDIA
How can health care providers get the attention of their service community? KPJ Puteri and Regency Hospital are two companies that develop the premium healthcare industry in Malaysia by utilizing technology in the medical field. The company wants to create an advertising campaign based on an individual communication approach, to increase brand awareness for the audience. The advertising campaign contains information about the two companies, increased health awareness, and the need for access to quality care. Not only the people of Malaysia, these two companies want to develop their service community, namely people from Indonesia and other international communities.
Together with The Perfect Media, KPJ Puteri and Regency Hospital made use of the pillar inventory box in the departure lounge of the Batam International Ferry Terminal. This location is considered strategic because every day is filled with international passengers who want to go to Malaysia from Batam. The ferry terminal waiting room looks exclusive because there are not many shopping stores in the area. The premium image attached to the ferry terminal is further strengthened by the execution of smart advertisements using outdoor media and leading digital capabilities. Pillar lightbox advertising media placed near waiting chairs, so it is easy to reach the audience in the room in full. Passengers can feel a direct connection with the ad message that is displayed uniquely and eye-catching.
Also Read: Capturing Transit Advertising Opportunities from the Indonesian Transportation Sector
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