The second edition of Asia Dermatology and Aesthetic Medicine Summit (Adams) was held at Shangri-La Hotel Kuala Lumpur on Sept 23-24, 2023, to position Malaysia as a hub for medical aesthetic tourism.
Organised by KO Academy, an in-house training facility, the event attracted over 600 local and international medical experts and industry professionals, and more than 50 exhibition booths by leading medical brands.
This year’s event saw the participation of prominent industry players, including the Malaysia Tourism Agency Association (Mata), the Malaysia Society of Aesthetic Medicine (MSAM), the Malaysia Healthcare Travel Council (MHTC), Malaysia External Trade Development Corporation (Matrade) and the Malaysian Investment Development Authority (Mida).
Representing Tourism Malaysia director-general Datuk Dr Ammar Abdul Ghapar, Tourism Malaysia deputy director and head of package development Nurushama Abdul Hanan highlighted in her speech that Malaysia welcomed more than 800,000 healthcare travelers and generated RM1.3 billion revenue in 2022, underscoring the positive recovery of the country’s healthcare travel industry in the post-pandemic era.
“Hence, let us leverage this opportunity to take our medical community to the next level and ADAMS, this year in its second edition, has become an excellent avenue for dermatologists, plastic surgeons, aesthetic doctors, and other specialists to network, exchange knowledge, and discuss the latest trends and technologies,” she said.
KO Academy founder and CEO, and ADAMS 2023 committee chairman Dato’ Dr. Ko Chung Beng mentioned Malaysia’s cost-effective services in his speech.
“Compared to countries with higher costs of living and greater overheads, Malaysia can offer the same level of expertise and technology but at a fraction of the price.
“This affordability extends across a wide range of procedures, from non-invasive treatments to more complex surgeries. Patients worldwide are discovering that they don’t need to compromise on quality to achieve their aesthetic goals.
“Malaysia offers world-class care at a price that makes achieving those goals both feasible and financially sensible,” he said.
ADAMS 2023 committee president Dr Edmond Lau Kian Hong stated that ADAMS 2023 was not a regular medical conference, highlighting its purpose to achieve the common goal of propelling Malaysia as the region’s destination for medical aesthetic tourism.
“It is my hope that each session, discussion and interaction will serve as a source of inspiration and motivation, propelling us to new heights in our professional endeavors,” he said.
A forum titled “Making Malaysia as a Regional Destination for Medical Aesthetic Tourism: The Role of Marketing” took place alongside the ADAMS.
The panel consisted of experts and public figures such as Dato’ Dr. Ko, Dr. Edmond Lau, Malaysia Agency Tourism Association (MATA) president Dato’ Dr. Mohd Khalid Harun, Malaysian Society of Aesthetic Medicine (MSAM) president Dr. Masilamoney Asirvatham, Malaysia Healthcare Travel Council (MHTC) communications vice president Tutie Ismail, Medii Skin Studio founder Dr. Lim Ing Kien and Miss Universe Malaysia 2020 runner-up and actress-influencer Serene Claire.
The forum deliberated on strategies to enhance Malaysia’s global reputation in aesthetic treatments. These strategies included marketing efforts to spotlight Malaysia’s expertise, affordability and cultural attractions; forging partnerships with international healthcare organizations, universities and medical associations; and providing financial incentives, tax breaks or grants to stimulate investment in the medical tourism sector.
Additionally, ADAMS 2023 donated RM12,000 to the Malaysian Skin Foundation (MSF), facilitated multiple symposiums by doctors and specialists, on-ground engagement initiatives, and networking sessions where attendees were provided with a conducive environment to establish direct interactions, build relationships, and explore potential collaborations.
