The Impact of OOH Advertising for KPJ Puteri and Regency Hospital Promotion

The Impact of OOH

Health Tourism in Malaysia


The health tourism sector in Malaysia has recorded a combined annual growth rate of 17% over the past five years. It surpasses the global average of 10 to 12% and Asia-Pacific’s average of 12 to 14%. Competing in the international health tourism industry is estimated to be worth US $180 billion by 2023. 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 Malaysia Ministry of Health, is working to promote Malaysia as a world-class health tourism destination under the ‘Malaysia Healthcare’ brand. Malaysia’s main sources of health tourist arrivals are from Indonesia, the United Kingdom, India, the Philippines, China, Singapore, Australia, Japan, and the United States. In addition, Malaysia is also preparing to penetrate this business to other Middle Eastern and Southeast Asian countries such as Qatar, Oman, Saudia Arabia, Vietnam, Myanmar, Cambodia, and Brunei Darussalam.


Malaysia's Health Tourism Market Statistics 2011-2018 (Source: Malaysia Healthcare Tourism Council)
Malaysia’s Health Tourism Market Statistics 2011-2018 (Source: Malaysia Healthcare Tourism Council)


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Attracting Indonesian Healthcare Tourists: A Priority for Local Health Industry

There are no additional taxes for hospital bills (Source: The Sundaily Malaysia)
There are no additional taxes for hospital bills (Source: The Sundaily Malaysia)


In addition to business and travelling, many international passengers coming to Malaysia are for medical purposes. According to Nik Yazmin Nik Azman, MHTC’s Chief Commercial Officer, Indonesia is the largest market for Malaysia Healthcare with a population of more than 260 million people. Recorded in 2018, more than 670,000 people of Indonesia have availed of healthcare services. That number is approximately 60% of the total number of foreign patients seeking treatment in Malaysia.


Supported by the Malaysian Ministry of Health, the following are some attractive factors for international tourists:


  • Easy access to healthcare services 
  • The elimination of sales/services taxes on hospital bills
  • Costs being cheaper than in Singapore


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Kekuatan Media OOH Area Ferry Terminal

How can healthcare providers get the attention of their service community? KPJ Puteri and Regency Hospital are two companies that are developing the premium healthcare industry in Malaysia. They utilize technology in the medical field. The company wants to create an advertising campaign based on individual communication approach to increase brand awareness for the audience. 


KPJ Puteri's pillar lightbox ads
KPJ Puteri’s pillar lightbox ads


The advertising campaign contains information about the two companies, increased health awareness, and the need for access to quality care. These two companies want to develop their service community not only to the people of Malaysia, but also to the people of Indonesia and other international communities.


In collaboration with The Perfect Media, KPJ Puteri and Regency Hospital made use of the pillar inventory of the lightbox at Batam International Ferry Terminal departure lounge. This location is considered strategic because international passengers going to Malaysia or Batam pass by this terminal. The ferry terminal’s waiting room looks exclusive because there are not many shopping stores in the area. 


Regency Hospital's pillar lightbox ads
Regency Hospital’s pillar lightbox ads


The premium image attached to the ferry terminal is further strengthened by smart ad execution using OOH media and leading digital capabilities. Pillar lightbox advertisements are placed near waiting chairs to easily reach the room’s audience in full. Passengers are able to feel a direct connection with the ad messages because its display is unique and eye-catching.


Do you want to expand your business, introduce product brands, and expand your promotional reach using OOH advertising services at international airports and port areas? Contact us now and get ready to reach the attention of millions of potential audiences 24/7! The Perfect Media will give your company the best OOH advertising services!



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