Kuala Lumpur, Malaysia – Melissa Sandhu, formerly the deputy general manager for marketing communications at Desaru, has joined private healthcare and medical centre Prince Court as its head of sales and marketing.
In an interview with MARKETECH APAC, Sandhu said that in her new role, she will be bridging the company’s business goals with the elevation of its hospital experience and clinical excellence, by marketing and communicating the Prince Court brand and value propositions to their patients, partners and ecosystem.
“I’m very excited about medical tourism, and the USPs Prince Court has to offer within that space. With Malaysia’s recognition of being the hidden jewel of Asia in destination healthcare, I’m looking forward to communicating [with] the Prince Court drivers in medical advancements, value creation and patient-centricity. And yes, this includes the showcasing of [over] 150 consultants and team based care throughout the region,” she stated.
She has spent around two years with Desaru, and has also held various leadership roles in the Railway Assets Corporation, Basis Bay Group, and IPG Mediabrands.
Speaking regarding her past experience with Desaru, Sandhu says that her transition to Prince Court was ‘natural’, with the hospital putting the ‘hospitality’ in their hospital branding.
“I also believe my multi-sectoral perspectives from beyond hospitality will aid me in re-strategizing marketing communications for our target markets. With my passion for travel experiences, I intend to help the organisation keep abreast of trends in health tourism, which has huge revenue potential,” she stated.
When asked about her thoughts on the challenges and opportunities the medical tourism scene can expect, she says that reopening of borders will be an opportunity, and is set to bounce back to pre-pandemic levels.
“This makes it perfect timing to intensify marketing efforts around the region. Marketing challenges would include ensuring consistent and targeted messaging to our source markets in an impactful manner, especially in anticipation of a surge in demand,” Sandhu said.
She added, “Product marketing, branding, events and engagements can now take off full force. The future of healthcare is evolving, and I’m honoured and thrilled to be a part of that journey with Prince Court.”