Introduction to Medical Systems Business at Fujifilm
CSR Activities in Malaysian Healthcare Society by Fujifilm Malaysia

- Profile -

Yudai MOTEGI is Business Strategic Planning Manager at FUJIFILM (Malaysia) Sdn. Bhd. Upon joining Fujifilm Corporation in 2020 he was assigned to the Medical Systems Division, which oversees the planning and sales of medical devices in Fujifilm’s healthcare business. After gaining experience in IT solution sales to medical institutions and business strategy, he was transferred to Fujifilm Malaysia in January 2025, where he is currently responsible for business management and strategy planning for the medical business.

Kensuke ARAGANE is Managing Director of Fujifilm (Malaysia Sdn. Bhd.). He joined Keyence Corporation in 2005 before joining Fujifilm Corporation in 2010, where he is launching a new image processing software business, being appointed Global Business Head of the Conductive Film Group in Advanced Functional Materials Div. Since 2020 he has been assigned to Fujifilm (Malaysia), first as Regional General Manager, and Business Head of Advanced Functional Materials Division in the Asia-Pacific- India region, before being appointed to his current position in 2022.

(1) Introduction to the lecture

Dr. Kawahara noted that since April the class had been on a journey together, using cancer as a mirror to think more broadly about well-being in Asia. In the previous week students had learned about how cancer education works inside local communities. They had heard about the trusted communication locations such as beauty salons and barbershops that are adept at sharing health messages better than leaflets alone. This was the primary lesson emerging from the Bringing Education And Understanding to You (BEAUTY) project in Malaysia. 

She noted that in this lecture students would move from learning about cancer to finding cancer at an early stage. Finding it sooner means detecting it while still small, enabling doctors to act fast and save more lives. 

Fujifilm Corporation is well-known as a photo company, but today the company also works at the front line of medicine. Fujifilm now makes X-ray machines, AI tools, and other devices that help doctors identify disease quickly. The firm also supports health programs in developing countries. 

The lecturer Mr. Yudai Motegi is a young leader based in Malaysia who runs projects that bring Fujifilm’s technology to places with few clinics and limited budgets.

Dr. Kawahara noted that Mr. Motegi would be talking about various initiatives, including mobile X-ray vans, AI screening, and local training, and how these can change the story of early cancer detection. She asked students to consider the main theme of the lecture series (“Using cancer as a mirror to improve well-being in every Asian community”), while listening to Mr. Motegi’s lecture.

(2) Overview of Global Medical Systems at Fujifilm

Mr. Motegi began by noting that he was delivering the lecture on behalf of Mr. Kensuke Aragane, who was unable to attend in person. He noted that Fujifilm Corporation is perhaps better known for its camera and photo-related business, but the Global Medical Systems business of Fujifilm is responsible for almost one-third of the company’s global business. Fujifilm Medical Division is currently promoting the further development of AI research and the development of IT systems in order to contribute to the digitalization of the medical industry. Mr. Motegi noted that he would be providing an overview of global medical systems business, with a focus on how Fujifilm leverages IT and AI technologies. He would also talk about growth strategy and how Fujifilm is expanding its contributions in the medical industry by leveraging its wide range of products. The final part of the presentation would touch upon Fujifilm Malaysia’s CSR activities for healthcare and cancer in Malaysia.

In terms of the global medical systems business at Fujifilm, healthcare accounts for 32% of all of Fujifilm’s business, including various diagnostic and imaging equipment. At present the medical systems business accounts for 70% of the healthcare business segment within Fujifilm. 

Fujifilm Group aims to become a “total healthcare company,” involved in all aspects of medicine from prevention to diagnosis and treatment. The medical system businesses in Fujifilm have formed a unique medical value chain that extends from the diagnosis area to the prevention area, such as the healthcare screening centers, infection prevention and remote and in-home management, and also encompasses the treatment area such as pre and intraoperative support, low-invasive treatments and drug discovery support. 

In terms of the background and growth trends surrounding the medical system business, in addition to the global aging of the society, it is anticipated that the medical device market will continue to grow in the future. 

Due to the development of the medical infrastructure in emerging economies and the adoption of digital innovation in developed countries, Fujifilm expects market scale to grow by approximately 5% annually (from US$500B in 2023). Fujifilm is aiming to obtain the revenue from this growth sector and contribute to the healthcare society by accelerating the leveraging of IT and AI technologies and a wide range of medical equipment.

(3) Focusing on leveraging of IT and AI technologies

In terms of the healthcare industry and economy globally, medical care is becoming more advanced and complex around the world and the burden on medical professionals is increasing as the disease situation in each country changes.

One challenge is the continuing increase in medical spending, which shows no signs of slowing. Rare diseases are also increasing and regional disparity in medical services remains. Another challenge is worker shortages and the challenging working conditions for those in the medical sector. It is estimated that there will be a worldwide shortage of healthcare workers of about 10 million people by 2030. 

Fujifilm aims to resolve these various challenges by leveraging the benefits of AI and IT through the provision of unique services. 

One such system is PACS (Picture Archiving and Communication Systems), which is a central system that electrically saves images taken by imaging devices and distributes them across an in-hospital network, functioning as an IT platform for medical institutions

PACS is being used to develop digital transformation (DX) in the hospital setting, and help hospitals collaborate with other IT vendors such as EMR (electric medical records). 

Amidst the expansion of the PACS market, Fujifilm’s “SYNAPSE” PACS product continues to maintain the largest global market share and achieved a further market share increase in 2023. 

Fujifilm has three strengths that enables it to differentiate itself from other vendors. These are: 1) 80-year history of image processing technologies, 2) global R&D organization to meet the needs of each region since 1999, and 3) a diverse team of IT & AI specialists. Since the 1980s, Fujifilm has been training a diverse range of personnel. By incorporating various applications, developed with massive image data accumulated in PACS, Fujifilm has advanced image processing technology and various AI technologies

Fujifilm’s great strength lies in the wide range of medical devices and IT technologies it has developed. By accessing high-quality image data and leverage advanced image utilization technologies it is possible to provide added value to devices, including automation of inspection and diagnostic workflows in hospitals, for example. 

An example of Fujifilm’s system is “SYNAPSE VINCENT,” a 3D image analysis system that extracts high-precision 3D images from CT/MRI cross-sectional images for analysis.

(4) Fujifilm growth strategy

By introducing value-added products and services based on IT/AI technologies, Fujifilm aims to transform the experience of healthcare workers and shift from a product-centric approach to delivering recurring value 

In terms of collaboration between Fujifilm medical devices and IT technologies, since the announcement of Fujifilm’s AI technology brand ReiLI, Fujifilm has been introducing products that utilize AI technology and has created products that are not simply an extension of existing products.

By incorporating imaging technologies into existing endoscopy products, it is making it easier to detect polyps and support the differentiation of cancer as diagnostic support. 

Fujifilm will continue leverage its unique product lineup and its globally available PACS/AI technology to create recurring business and become a world-leading medical solution provider by FY2030.

(5) Fujifilm Malaysia CSR activities for healthcare and cancer in Malaysia

Fujifilm (Malaysia) is celebrating its 35th anniversary in 2025. The company is headquartered in Kuala Lumpur and has four major business departments: healthcare, imaging, graphic, and advanced to functional materials (AFM). There are a total of 128 employees at the company. 

In terms of the cancer situation in Malaysia, cancer is one of the five principal causes of national mortality for the past 20 years and its trend, in terms of absolute numbers, has increased. In 2019 cancer contributed to 12.18% of all deaths in Ministry of Health hospitals, compared with 9.54% in 2004. Malaysia, like most developed and advanced developing countries, is also approaching an epidemiologic transition, where diseases related to lifestyle particularly cardiovascular diseases and cancers have progressively become more prevalent. 

The most common cancer in Malaysia is breast cancer, followed by colorectal cancer. In 2021, breast cancer accounted for 17.6% of all cancers and is the most common cancer among women. Colorectal cancer is the most common cancer among men. 

Early cancer detection through screening, as practiced in Japan, has a significant impact on subsequent treatment and greatly increase the chances of a complete cure. However, many cases of colon cancer and breast cancer are detected at stage 3 or stage 4, resulting in high mortality rates and increased medical expenses. In Malaysia, 45% of cancer survivors spend one-third of their household income within one year of diagnosis, placing a burden on household finances. 

Regarding the tuberculosis (TB) situation in Malaysia, although the incidence rate per 100,000 is lower than in Indonesia and the Philippines, it remains high compared to Japan and the United States. In 2024 there were 26,183 TB patients, with a mortality rate of 7.6%. Compared to 2015, the number of patients increased by more than 5%, highlighting the need for early detection through tuberculosis screening and improved access to medical care. 

Digitalization of healthcare services is another area that the Malaysian government is concentrating on, however, only 25% of government hospitals have implemented the Electronic Medical Records (EMR) system in Malaysia. Only 37 out of the 146 government hospitals, and 97 out of 1,090 government clinics are using EMR systems. 

Considering the above issues, under a “1 person, 1 record policy,” the Ministry of Health has been focusing its efforts on rebuilding and promoting EMR and rapidly advancing the digitalization of healthcare as a priority. In 2020, the ministry decided to conduct the “1 person, 1 record policy” as a nationally implemented project. However, it is likely to take many years before the project can be completed. 

In Malaysia, Fujifilm provides various solutions, including for women’s health, TB screening, and solutions for digitalization (SYNAPSE, ReiLI, etc.). In terms of women’s health, “INNOMUSE” is the Fujifilm global brand in this area. For every woman to own their lives and shine bright, Fujifilm supports women regardless of their health priorities or life stages. Specific products in this area including those for obstetrics, breast imaging, bone health, and gynecology. 

One specific CSR activity being implemented by Fujifilm in Malaysia is a breast cancer screening awareness campaign, being rolled out together with hospitals in Malaysia. Fujifilm is collaborating with the Columbia Asia Group in Malaysia, where it has installed mammography machines at four locations. This event has contributed to an awareness of mammography screening for breast cancer and the importance of women’s health for society in Malaysia. 

In terms of TB screening activities in Malaysia, on Borneo Island and certain areas with inadequate infrastructure, radiation and biochemical testing are not available, leaving patients unable to access medical services. By combining assets and products, Fujifilm has been providing mobile solutions. TB control is sometimes led by the Ministry of Health in each region, so Fujifilm is strengthening its relationships with regional ministry personnel to make people’s health in rural areas better. 

In terms of contributions to the digitalization of medical services in Malaysia, Fujifilm supports the Ministry of Health medical digitalization efforts, leveraging the company’s strengths in PACS, 3D systems, and departmental information systems in hospitals. Specifically, Fujifilm is contributing to strengthening cooperation between hospitals by integrating PACS systems in each hospital by region. This goes beyond mere information sharing and contributes to regional healthcare, supporting digitalization at the national level through IT and AI technologies. 

Fujifilm Malaysia has been contributing to the endoscopic procedures in Malaysia by collaborating with some universities to hold regular workshops for society. Fujifilm has been collaborating with two major public universities in this area, aiming to raise awareness about endoscopy procedures and the importance of early detection. 

By accelerating the leveraging of IT and AI technologies in all medical devices, Fujifilm Malaysia is continuously contributing to Malaysia Healthcare Society.  

Fujifilm will also utilize its current technology and products in all medical issues such as women's health, TB, and digitalization that provides solution that closely support the patients and doctors in Malaysia.

(6) Assignment to students

Mr. Motegi gave students the following assignment: 

“It is hoped that all participants on this course will consider how you, Japanese universities and Japanese companies should address and respond to medical issues and disparities in other countries and developing countries.”

(7) Discussion

Dr. Kawahara noted that early detection of cancer is indeed a major challenge. In Malaysia, where many cases are found only at advanced stages, she asked what Mr. Motegi considers important for encouraging people to seek medical attention earlier. 

Mr. Motegi responded that many Malaysian citizens only go to the hospital when experiencing pain or another condition, seeking treatment for a disease or condition that has already manifested. Preventive health checkups are not a deeply ingrained part of Malaysian health culture at the moment. The key is to work with hospitals and local communities and to promote awareness and engagement over the long term. Long-term efforts are essential, as are efforts to boost health checkups. 

Dr. Kawahara noted that she was interested to hear that Fujifilm provides mobile screening in regions like Borneo. She asked about plans to secure funding for such mobile screening and also the strategy for training and developing the necessary personnel. 

Mr. Motegi responded that it is extremely important to secure the budget and promote awareness campaigns in cooperation with the local government, by giving a presentation or product training from Fujifilm Malaysia. Working together with the government and the local communities will ultimately lead to positive results that will be reflected in the culture and the customs of the community.

Dr. Kawahara asked why Mr. Motegi chose to join Fujifilm and work in the medical systems business. 

Mr. Motegi responded that Fujifilm has diverse business activities in the medical systems business, which is what attracted him to the company. One recent very uplifting and encouraging CSR initiative is to take portable x-ray devices into extremely rural areas to screen for TB. This activity has been very much appreciated by people in these extremely rural and isolated communities. 

Dr. Kawahara noted that Fujifilm originally started as a photographic film company but has grown into one of the world’s leading medical equipment companies. She asked how the company's decades of technological expertise and unique values are being applied in the development of medical devices. 

Mr. Motegi responded that Fujifilm has been growing significantly in a variety of areas such as the medical business, material business, and consumer cosmetic products, etc. To sustain the company’s business, Fujifilm took stock of Fujifilm’s original technologies and effected a fundamental change of mindset that seeks out new opportunities. It is this change of mindset that has helped to change Fujifilm in recent years. 

Dr. Kawahara noted that she had heard a healthcare professional say that Fujifilm’s equipment “has good design and gives a gentle impression to patients.” She asked what aspects Fujifilm emphasizes to achieve this kind of positive user experience. 

Mr. Motegi responded that Fujifilm has a department of designers in-house to support the product design, with product planners in each business. During the product planning stages, the designers also visit hospitals and clinics together with product planners to observe the workflows and work together to create the product through a process of trial and error with the doctors and medical staff. 

These efforts mean that Fujifilm designers can discover for themselves what is the happening on the ground and incorporate improvements into products accordingly. Design is truly a focal point for Fujifilm. Most employees also have an understanding about the importance of the design.

Dr. Kawahara concluded the class by noting that Fujifilm’s story shows that even an old company can learn new technologies, and sometimes, those new technologies can benefit the world in unexpected ways. She encouraged students to think about how these lessons of innovation, technology, and design might apply in their own fields of study or future careers.