(From left) KPJ chairman Tan Sri Dr Ismail Bakar, Health Ministry deputy secretary-general of finance Datuk Seri Norazman Ayob, JCorp president and chief executive Datuk Syed Mohamed Syed Ibrahim and KPJ Healthcare president and managing director Chin Keat Chyuan unveiling the new logo at Menara KPJ.
FORTY-THREE years ago, KPJ Healthcare Bhd – founded on the vision of being the preferred healthcare provider in the region – opened its doors as the first private specialist hospital in Johor.
Since then, it has evolved into one of the country's leading healthcare providers. The multiple award-winning healthcare group now boasts a network of 29 hospitals nationwide, along with facilities in Thailand and Bangladesh, treating 3.3 million patients annually.
On Aug 6, KPJ Healthcare marked another milestone in its 43-year legacy by unveiling its new brand identity.
KPJ Healthcare’s new brand identity embraces a modern and sophisticated aesthetic. The font, with its rounded edges and soft curves, exudes warmth and evokes a sense of harmony and protection.
This design choice also embodies unity, commitment, love, and community. The use of gold as the primary brand colour reflects the organisation's unwavering commitment to excellence and its aspiration to set the gold standard in healthcare.
Themed “Celebration of Our Care for Life Journey”, the rebranding exercise – the first since its inception in 1981, also signifies the group’s renewed commitment to patient-centric care, aiming to drive significant growth and gain a competitive edge in the evolving healthcare landscape.
Chin says ‘Care for Life’ has been KPJ Healthcare’s guiding principle for the past 43 years and embracing new directions is the way forward.
KPJ Healthcare’s president and managing director Chin Keat Chyuan pointed out that the rebranding exercise goes beyond a new look.
“It is a symbol of KPJ’s transformation and progress as we accelerate our efforts to deliver an improved healthcare experience driven by technology and innovation,” he said, adding that the exercise goes hand-in-hand with enhancement of their service delivery to all stakeholders.
Chin also noted that the rebranding exercise is part of the group’s transformation journey, which began in 2023.
Chin thanked Johor Corporation (JCorp), particularly JCorp president and chief executive and KPJ’s board of directors Datuk Syed Mohamed Syed Ibrahim for their continuous support and inspiration in challenging KPJ Healthcare to innovate, grow and strengthen their market position.
In his speech, Syed Mohamed pointed out that the healthcare industry has faced unprecedented changes and challenges over the last few years.
“We have seen new competitors emerge and we have faced our own share of difficulties. Yet, it is in these moments that our true strength is revealed.
“Our rebranding exercise is a testament to our resilience and our relentless pursuit of excellence.
“We are not just aiming to reclaim our dominant position in the market; we are setting our sights on being the gold standard in healthcare, both nationally and globally,” he added.
Syed Mohamed stressed that innovation is the lifeblood of progress. “It is clear that innovation will improve patient care, reduce healthcare costs and advance medical research and treatment,” he remarked.
Earlier this year, KPJ Healthcare unveiled a strategic collaboration with Mayo Clinic through its two specialist hospitals, KPJ Damansara Specialist Hospital and Damansara Specialist Hospital 2, marking Malaysia’s first entry into the Mayo Clinic Care Network.
This collaboration enables KPJ to leverage Mayo Clinic's vast experience, extensive resources and best practices, significantly elevating its healthcare expertise and skills. The partnership aims to not only enhance patient outcomes but also contribute positively to the nation's healthcare landscape.
The rebranding exercise is one of five key initiatives in the group’s transformation journey, which includes asset optimisation, new sources of growth, digital first and culture transformation.
Reflecting on this renewed commitment and identity, KPJ chairman Tan Sri Dr Ismail Bakar said the core of the rebranding initiative lies in a renewed emphasis on patient-centricity.
“We do this by concentrating on providing the best service to our patients, fostering a high-performance culture for our staff, creating a dynamic environment for our physicians and championing sustainable actions for the betterment of our planet.”
Additionally, Ismail highlighted that as part of this rebranding initiative, KPJ Healthcare will be launching numerous Centres of Excellence nationwide.
This will involve leveraging existing partnerships, such as with the Mayo Clinic and integrating the Academic Health System currently under development.
Attendees at KPJ Healthcare’s grand rebranding launch in Menara KPJ looking at the interactive time tunnel of the group across the decades.
Last month, as part of this transformation, the group also unveiled its new shared values, represented by the acronym C.A.R.E: Committed, Accountable, Respectful, and Excellent.
These values are designed to transform workplace culture by emphasising patient-centricity and driving the organisation's push toward high performance.
“These values are more than just words. They are commitments that will drive our actions and decisions every day.
“While our look may be refreshed, our 'Care for Life' promise remains unchanged. We are committed to being your trusted healthcare partner at every stage of life, setting benchmarks for healthcare excellence and empowering individuals to take charge of their health for generations to come,” said Chin.
The grand launch of the rebranding exercise was held at Menara KPJ in Kuala Lumpur.
The event was also graced by the Health Ministry’s deputy secretary-general of finance Datuk Seri Norazman Ayob, along with board of directors from JCorp and KPJ Healthcare and notable figures from the healthcare and business sectors.
