KPJ Johor Specialist Hospital wins Marketing Initiative of the Year in Healthcare Asia 2021
KPJ Johor’s efforts to extend their reach in the global market paved the way for the effective use of newer communication platforms in their marketing strategy.
Also known as Johor Specialist Hospital Sdn. Bhd, KPJ Johor Specialist Hospital (KPJ Johor) is not only backed with 40 years of experience to date, but their launch of the PET-CT Scan in November 2015 makes them the first hospital in the KPJ group to offer Nuclear Medicine/Molecular Imaging services to the public.
This RM5.6m investment boasts of advanced technologies, such as a General Electric 610 PET-CT scanner, NaFscans,18F FDG, and the Elektra Synergy Radiotherapy System that delivers advanced 3-D Conformal Radiotherapy (3-D CRT), Intensity Modulated Radiation Therapy (IMRT), and Image-Guided Radiation Therapy (IGRT). Designed to improve the cancer rate cure and lessen the side effects of treatment, Johor is only one of a few centres that offer this advanced form of IMRT
With their vision to be the preferred healthcare provider that delivers quality healthcare services, KPJ Johor excels in multiple self-developed and collaborative Centre of Excellence in Radiotherapy & Oncology Centre, Cardiac Centre and IVF Centre. Offering a full spectrum of cancer treatments such as radiotherapy, chemotherapy, biologically targeted therapy, hormonal therapy, palliative care and cancer counselling, KPJ Johor's drive to live by its core value of continuous improvement has motivated them to extend their reach not just to their local cancer patients, but also to those living in other parts of the world.
Two things resulted from this worthwhile endeavour: First, was the introduction of their Oncology Day Centre which started in 2002. Later on, they upgraded the Oncology Day Centre from six bays to 12 treatment bays in 2018, thus, increasing the number of cancer patients they could accommodate in the centre.
The second was in using new communication channels on their web page, brochures, advertisements in the International Medical Travel Journal (IMTJ), Associate Private Hospital Malaysia (APHM), Malaysia Society for Quality in Health (MSQH), and Joint Commission International (JCI). KPJ Johor was also active in marketing their products on their social media accounts (Facebook, Instagram, and YouTube).
Creating new avenues to reach out to their customers also extended to their clinical oncologists. Through the support of their digital marketing team, their oncologists helped provide information and education to the public and their customers through public talks or via digital platforms, such as telemedicine and Facebook.
The result of their hard work was an increase in the number of cancer patients, from 8,383 in 2019 to 9,190 in 2020. Moreover, there were a total of 1,070 patients who underwent PET-CT scan in 2020 compared to 946 cases in 2019.
Their initiative, together with their ambition to extend aid not just to the local people but also to the global community, has been the result of their tireless efforts to use new marketing channels to give their brand a voice. Their effective use of these newer platforms has earned them the Marketing Initiative of the Year trophy at this year's Healthcare Asia Awards.
As the largest network of private healthcare providers in Malaysia, KPJ Johor will continue its drive to offer state-of-the-art technologies and systems, various supporting services, and continuously improved environment and facilities to provide holistic healthcare services to cancer patients in Malaysia and the rest of the world.
Hear from the hospital's chief executive officer, Mohd Azhar Abdullah as he shares their digitally inclined marketing initiatives that gave them an advantage towards the evolving paradigm for cancer treatment.