The client is a leading fertility centre in Malaysia which currently has multiple branches in various locations across Malaysia. In view of past business successes and the rising demand for In-Vitro Fertilisation services, the client was interested in establishing a presence in new locations to increase market penetration and strengthen its market position.
Full Story
The level of population growth in Malaysia has been steadily declining over recent decades due to declining trend in the Total Fertility Rate in women of reproductive age. The country recorded the lowest level of births in a decade in 2021, with only 439, 744 births, a 6.7% drop from births in 2020.
The country also recorded a births per women figure of 1.7 in 2021, which falls below the recommended figure by the United Nations of 2.1 births per women, the number required for a country to maintain a stable population. The issue poses a major problem as the country may reach a maximum population point by 2071 and subsequently experience population shrinkage, which would be detrimental in terms of labour shortages, and place negative pressure on economic growth.
Around 1 in 6 couples around the world (approximately 48 million) suffer from infertility worldwide. With the recent rise in the demand for IVF Care Services in Malaysia, the client requested for a study to be conducted covering detailed demographic data, population levels, income, and property stock, among other datasets for a comprehensive outlook on the areas of study for the development of IVF Ambulatory Care Services in new locations within the country.
In light of the above, the company embarked on a market research project to identify potential locations for the establishment of IVF centres by assessing the demand and supply levels of fertility preservation and IVF services nationwide.
Key Outcomes
As part of the study, several potential locations were shortlisted out of 170 areas in Malaysia based on demography criteria, these being Population, Age Group, and Income Level to ascertain the highest potential catchment size with respect to the client’s business.
Multiple survey teams were deployed within the selected locations to gather primary data from the local residents. The responses were collected to gauge the perception and consideration of respondents to IVF services, covering the following subject areas:
Family planning of the residents in the respective districts
Acceptance level of fertility preservation and IVF services
Demand level of fertility preservation and IVF services
Determinant factors in choosing IVF service centre
Willingness to pay for IVF service
Willingness to travel to an IVF centre
A detailed and comprehensive analysis of the catchment size, as well as the demand and supply level of each location was conducted. By the end of the study, several potential locations were identified for the establishment of the new IVF centres and categorised based on priority level. We also advised the client on a business strategy expansion by leveraging on existing resources to maximise their returns and business efficiency.
