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ETP ANNUAL REPORT 2011
EPP 4
Re-invigoration of Healthcare Travel through
a Seamless Customer Experience, Proactive
Alliances and Niche Marketing
The Healthcare Travel EPP aims to create
a differentiated position for Malaysia
by broadening the customer base and
increasing the margin of outpatient
treatments. While the market remains
small for Malaysia, there are plenty of
opportunities for us to reposition ourselves
as leaders in specific niches, driving a
shift towards high quality and valuable
experiences for healthcare tourists.
As the primary owner and driver of this
EPP, the Malaysian Healthcare Travel
Council (MHTC) has been focussed
on developing impactful marketing
campaigns, with core responsibilities
that include promotion and marketing,
business development, capacity building
and eco-system facilitation. On the other
hand, MOH and the Ministry of Tourism
have been responsible for concerted
efforts to develop better infrastructure
and improve strategic bilateral relations.
Achievements
To increase the number of medical
specialists, beginning March 2011, foreign
spouses of medical specialists working
in Malaysia are automatically issued
temporary employment passes.
In October 2011, the MHTC was corporatised
under Section 24 of Companies Act 1965.
In November 2011, advertising guidelines
were reviewed and hospitals are now
allowed to publish patient testimonials in
their marketing collateral.
With these efforts to boost the sector’s
development, private sector investments
have increased. Last year, the Prime Minister
announced commitments from Sime Darby
Healthcare and Kumpulan Perubatan Johor
(KPJ) to build new hospitals that will cater for
increasing demands of the local population
and higher expectations from health
travellers.
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Sime Darby Medical Centre,
Ara Damansara
Once completed in January 2012, the
new 220-bed tertiary care private medical
centre, located along Jalan Lapangan
Terbang Subang, will contribute to
Malaysia’s growth as a world-class medical
travel destination via three Centres of
Excellence and expertise: a Brain Centre, a
Heart Centre and a Spine and Joint Centre.
Sime Darby Medical Centre, Ara Damansara
Sime Darby Medical Centre,
Desa ParkCity
This new hospital will be positioned
as a centre of excellence dedicated to
comprehensive women’s and children’s
healthcare with a focus on breast oncology,
child development and the treatment of
chronic illnesses. The 250-bed facility will
be completed in 2013.
Artist’s impression of Sime Darby Medical Centre,
Desa ParkCity
KPJ Hospitals
Over the next three years, KPJ Healthcare,
one of Malaysia’s leading private healthcare
providers will build five different hospitals,
offering a total of 822 beds.
The five hospitals are:
• Dato’ Onn International Specialist
Hospital , Iskandar Malaysia , Johor
• Pasir Gudang Specialist Hospital, Pasir
Gudang, Johor
• Sabah Medical Centre, Kota Kinabalu,
Sabah
• Bandar Baru Klang Specialist Hospital,
Klang, Selangor
• Pahang Specialist Hospital, Kuantan,
Pahang
Artist’s impression of Dato’ Onn International
Specialist Hospital
Moving Forward
MHTC together with other agencies such as
the Ministry of Finance and the Malaysian
Investment Development Authority (MIDA)
is working on the drafts of investment tax
incentives for qualifying local healthcare
facilities registered under MHTC as health
travel promoting facilities. The incentives
are expected to be gazetted in early 2012
and will hopefully encourage local players
to expand and upgrade their facilities to
attract health travelers.
On top of this, MHTC will also develop
and carry out a coordinated and intensive
marketing programme to existing and new
markets.