News and Insights
Public affairs and policy-driven marketing: An emerging need for healthtech in Malaysia and Singapore
December 17, 2025
In Southeast Asia, the healthtech sector is witnessing steady growth. A growing ageing demographic, an uptick in the prevalence of chronic diseases, and an increasing need for digital access following the pandemic have made digital healthcare an essential component for progress. In this region, Singapore and Malaysia stand out as superior markets. However, for any healthtech company to truly thrive in these countries, advanced technology alone is insufficient. Achieving long-term success requires an integrated strategy comprising public affairs (PA) and policy-driven marketing (PDM). They form the framework to unlock market access and build trust.
Navigating policy-driven landscapes
Healthtech and government policies are deeply intertwined as they cover patient data, clinical validation, and reimbursement. PA becomes highly relevant in this respect as it forms the crucial link between innovation and regulation.
Singapore is a thriving market for healthtech due to strong regulatory guidelines and an advanced digital health infrastructure, such as the National Electronic Health Record system. For companies trying to make inroads, the PA strategy must focus on alignment and interoperability.
Companies seeking to enter Singapore must collaborate with the government to create solutions that comply with data privacy standards, such as the Personal Data Protection Act, and can be easily integrated into national health strategies, such as Healthier SG. Working with a public affairs agency healthcare Singapore helps them navigate the country’s regulatory mazes and ensure their innovative solutions are safe and fully compliant with national standards.
In Malaysia, the priorities are different, focussing more on advocacy and shaping digital health frameworks. The government’s Health White Paper initiative demonstrates a strong commitment to digital transformation, but challenges such as a fragmented ecosystem, unclear data protection laws, and the lack of a clear framework to integrate technology stall progress.
PA plays a critical role in collaborating with the government and regulatory bodies to create strategies that strengthen data protection and formulate an evidence-based framework to integrate technology in healthcare. This proactive engagement helps in securing regulatory approval and creating a clear and commercially viable path to scale operations.
How PDM can turn marketing into trust
HealthTech marketing cannot involve only consumers. It must be stakeholder centric. This is the essence of PDM, which utilises regulatory compliance and policy alignment to create trust among a diverse set of stakeholders, including healthcare professionals, investors, and the government. PDM moves beyond brand awareness to focus on value-based communication, highlighting solutions that address national health challenges.
In Singapore, where healthcare costs are high, PDM can demonstrate the benefits of digital tools, such as AI diagnostics or remote monitoring, as a long-term investment that can reduce the costs associated with chronic diseases. A strong communications team can transform complex clinical and economic data into clear value propositions for the government. The expertise of a public affairs agency healthcare Singapore is vital here for translating regulatory requirements into trust-building messages, demonstrating that the technology is secure, clinically sound, and economically viable for a government seeking fiscal sustainability.
Malaysia has challenges such as uneven access to care and fragmented data systems. An effective corporate communications Malaysia tech strategy can highlight how technological intervention, such as telemedicine platforms and electronic health records, can resolve these roadblocks. Furthermore, by partnering with specialised communication agencies, healthtech companies can build public trust in new tech and foster greater adoption rates among both consumers and public systems.
HealthTech companies can be successful in Malaysia and Singapore through robust PA and PDM strategies. A collaborative approach is necessary to mitigate risks involving patient data and privacy, creating economically sustainable models and promoting personalised care. Proactively involving a specialist public affairs agency, companies can transform regulatory hurdles into a competitive advantage, ensuring the right message reaches the right audience.
If you’re a healthtech leader looking to accelerate market access in Singapore and Malaysia through policy-aligned growth, connect with us to explore how public affairs and policy-driven marketing can unlock your expansion journey.
TAGS: health, Technology