EMA Global

Written By Junjie Shao

TRAVEL & SECURITY ASSISTANCE

Industry: Travel & Security Assistance  ·  Focus: Segment Expansion, GTM Strategy, Inbound & Outbound Lead Gen  ·  Market: APAC

Headquartered in Singapore, EMA Global is a leading provider of integrated medical assistance, international air ambulance services, and private medical charters.

Specializing in seamless bedside-to-bedside care, the company supports global insurers, corporate partners, and private travelers with 24/7 emergency assistance across 190 countries.

Challenges

Awareness Gap

While EMA Global was a powerhouse in medical circles, many corporate decision-makers were unaware of EMA's customizable turnkey solutions for corporate clients.

Dominant Incumbents

Large competitors held a strong market share, often defaulting as the only known option for SMEs despite high costs and rigid enterprise-level pricing.

Minimal Marketing

Success was largely referral-driven, needing a scalable engine to drive consistent brand visibility and high-quality lead generation.

Solutions

  • Strategic Positioning & Messaging: Established a new corporate segment marketing framework by identifying prioritized target audiences, auditing digital channels, and defining a value proposition anchored by four pillars: flexible pricing, technology platforms, medical/security expertise, and an Asia-focused global reach.

  • Full-Funnel Marketing Execution:

    • Revamped the website and blog with an SEO-rich "Duty of Care" focus

    • Launched a structured social media calendar (LinkedIn and Instagram) using four content pillars (Reach, Trust, Authority, Value)

    • Executed targeted LinkedIn and Google Ads campaigns in Singapore and Malaysia

    • Sponsored high-profile events for lead capture

    • Initiated direct outreach via eDMs and outbound calls to secure sales appointments

Results

  • 28 qualified meetings scheduled and completed leading to proposal stage

  • 6x increase in monthly impressions and +50% audience engagement on LinkedIn

  • +10% website engagement time per active user

  • 37/39 Achieved Top 10 Google search ranking for 95% of all targeted keywords (37/39)

“EMA Global has always operated with a high degree of clinical and operational excellence, but for years we were largely a referral-driven business - essentially the industry's best-kept secret. We eventually reached a stage where we needed our digital footprint and corporate outreach to more accurately reflect the true scale of our expertise and operations.

Working with Afinitiq & Incrementum has helped us bridge that gap. They didn't just provide a service; they acted as a strategic extension of our team, helping us establish a proactive voice in a very competitive landscape. Our brand is now surfacing exactly where it needs to be, and we are seeing much more meaningful engagement with the right decision-makers across the region.”

— Dexter Tan, Deputy CEO

Junjie Shao
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