KPJ Healthcare had a unique dilemma. One of the largest private healthcare service providers in Malaysia, they wanted to reach the next level of growth and expand their reach and renown in international markets. By doing so, they hoped to cement their leadership position in the highly competitive private healthcare market in Malaysia, increase the number of patients coming to their hospitals – in particular foreign patients, and showcase their expertise as a healthcare management solutions provider.
KPJ Healthcare approached The IBR Asia Group to conceptualise a solution to this challenge. We proposed a dedicated medium for KPJ to tell their stakeholders – management, specialists and patients – of their constant efforts to enhance healthcare excellence in their hospitals. The result was Care for Life – a magazine which was distributed to all their 20 hospitals in Malaysia, and which followed a medical lifestyle theme with healthcare tips, in-depth interviews with doctors and light-hearted health related articles.
Seeing that one of the core strengths of KPJ is the quality of their medical specialists, we produced a one-off publication that showcased the top 25 specialists in KPJ hospitals, ranging from cardiology to endocrinology, gynaecology and obstetrics to oncology.
We also conceptualised and produced a coffee-table book 30 Years Caring for Life in conjunction with their 30th anniversary, which chronicled the development, medical advances and innovations, medical tourism initiatives, milestone moments, and future plans of KPJ Healthcare. The book was given to Malaysian government Ministers and top corporate personalities, and served as a memento of KPJ’s contributions to healthcare in Malaysia.
In order to enhance internal communications, The IBR Asia Group also produced an internal newsletter for KPJ – The KPJ News which was used by the management as a means to strengthen their message delivery to their staff.
Aside from creating publications that help enhance the brand and position of KPJ Healthcare, The IBR Asia Group also conducted a course of effective English communications which helped improve the communications skills of KPJ’s frontline staff.
The various platforms that The IBR Asia Group created for KPJ Healthcare were used by the company on a number of publicity drives, especially in overseas markets. This resulted in increased public goodwill towards KPJ and more patients going to their hospitals.