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According to the results of the '2024 Korea Medical Service Overseas Awareness Survey' released by the Korea Health Industry Promotion Agency on the 7th, Korea ranked 1st in cosmetics, 5th in medical services, and 6th in medical devices and pharmaceuticals in a survey of 19 countries leading the global bio-health industry.
The countries surveyed were 15 countries (22 cities), including the United States, China, and Japan, which are the top countries in the entry, patient attraction, and biohealth products export of Korean medical institutions, and an online survey was conducted from November 25 to December 18, 2024 for 6,800 general consumers in these countries.
The respondents with overall favorability toward Korea cited 'the image of a technology powerhouse' as the main reason, followed by 'interest in Korean popular culture' and 'interest in Korean bio products'. The countries with high favorability toward Korea were Indonesia, Vietnam, and Uzbekistan, while Saudi Arabia, the UAE, and Germany saw a significant increase in favorability compared to the previous year.
In addition, 48.6% of all respondents responded positively to K-culture's perception of medical services, indicating that the global Hallyu content also affects the purchase of biohealth products in Korea. Among Korean products, Korean food (55.6%) and cosmetics (55.5%) showed the highest rate of experience, and high in countries such as Taiwan, Vietnam, Thailand, Indonesia, and Singapore.
Among Korean products, the experience rate of using healthcare products (32.0%) is higher than the experience rate of using cars (29.8%), especially in Vietnam, Indonesia, India, UAE, and Germany, and home appliances (22.3%) showed the first preference among Korean products and services.
Recognition of Korean medical services showed an upward trend, and Japan, Thailand, Indonesia, UAE, and Kazakhstan showed an upward trend.
Korea's medical service level awareness was 68.1%, up 3.2%p from the previous year (64.9%), and Indonesia, Australia, and the UAE were the leading countries in the rise.
The experience of using Korean hospitals (medical facilities) in the country has increased compared to the previous year, showing a clear spread in some countries, and the main determinants of using Korean hospitals are differentiated from their own. In common, 'specialized hospitals and doctor recommendations' had the greatest impact, and in the case of Korean hospitals, 'social media evaluation and use reviews' were ranked second.
By gender and age, men were more influenced by SNS, acquaintance recommendations, and advertisements, and women were more influenced by 'specialized hospitals and doctors recommendations', and the younger the age, the greater the effect of 'SNS influence', and the higher the influence of 'family and acquaintances recommendation'.
A comparison of awareness as a Korean bio-health product manufacturer and awareness of Korean medical services showed that Southeast Asia (Vietnam, Thailand, Indonesia) and Greater China (China, Taiwan) are highly recognized in both manufacturing (medicine, medical device, cosmetics).
As a result of an analysis of the relationship between the experience rate of using Korean biohealth products and medical service awareness, medical service awareness also tended to be high in countries with high product experience rates overall, but some patterns were also confirmed to differ from country to country. The UAE and Kazakhstan have relatively high awareness of medical services compared to drug use experience rates, while Taiwan, Thailand, and China have low medical device experience rates, but medical service awareness tends to be high.
The most commonly used platform for contacting medical service-related information is 'YouTube'(58.9%), followed by 'Google'(46.4%), 'Facebook'(23.0%), and 'Instagram'(22.4%).
In most countries, medical service information tends to be contacted mainly by YouTube and Google, but the UAE, Uzbekistan, and Germany use Instagram and Kazakhstan use TikTok, while China accesses information centered on its own specialized SNS channels such as Douyin (64.1%) and Xiaohongshu, confirming the need for a customized digital promotion strategy considering the characteristics of each country's platform.
In the analysis of the relationship between major perceptions related to medical services, countries with lower confidence in their own medical services tended to be more willing to use Korean medical services for treatment purposes. Indonesia, Uzbekistan, Kazakhstan, and the UAE have been identified as countries with low service reliability in the country, but high intentions to visit foreign countries for treatment purposes.
The comparison between the perception of Korean medical services and actual foreign patient attraction performance also showed that Vietnam, Mongolia, and China are countries with high attraction performance and high awareness of medical services, while the UAE and Saudi Arabia are highly likely to expand the market through active marketing in the future.
Han Dong-woo, Director of the International Medical Division of the Korea Health Industry Promotion Agency, said, "This survey is significant as it is the first independent survey that accurately analyzes the awareness and favorability of Korean medical services by country and comprehensively diagnoses the connection with bio-health products. The results of the survey are expected to be used as practical indicators for establishing global brand strategies, priority setting for entry into Korean medical services by country, and localization marketing strategies." he said.
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