KPJ Healthcare's Transformation Journey Continues with Rebranding Launch, Signifying New Chapter

KPJ Healthcare Berhad (“KPJ Healthcare” or “the Group”) is pleased to announce its major rebranding exercise as it unveiled its new brand identity today. This marks a significant juncture in the Group's rich history of over four decades as it intensifies its push for patient-centricity as the foundation for an exponential growth and competitive edge in the dynamically evolving healthcare landscape. 

Image above: [FRONT L-R] Chin Keat Chyuan, President and Managing Director of KPJ Healthcare together with YBhg. Datuk Syed Mohamed Syed Ibrahim, President & Chief Executive of Johor Corporation (JCorp); YBhg. Dato' Sri Norazman Ayob, Deputy Secretary-General (Finance), Ministry of Health Malaysia; YBhg. Tan Sri Dato’ Sri Dr Ismail Bakar, Chairman of KPJ Healthcare along with Board of Directors (BOD) and senior management of KPJ Healthcare taking a group photo after the unveiling of the new logo.

This rebranding initiative is a key element of the Group's transformative journey that started in 2023. This commitment is evidenced in its current initiatives such as the establishment of Centres of Excellence across its hospital network and a focus on innovation through the Academic Health System. All these are designed towards enhancing KPJ Healthcare's efforts to offer value-based services and ensuring the delivery of only the highest standards of patient outcomes and experiences, synonymous with the gold standard, to its patients.

The rebranding event, themed “Celebration of Our Care for Life Journey,” was hosted at KPJ Healthcare's headquarters in Kuala Lumpur. The event was honoured by the presence of esteemed guests including YBhg. Dato' Sri Norazman Ayob, Deputy Secretary-General (Finance), Ministry of Health Malaysia; YBhg. Datuk Syed Mohamed Syed Ibrahim, President & Chief Executive of Johor Corporation (JCorp); YBhg. Tan Sri Dato’ Sri Dr Ismail Bakar, Chairman of KPJ Healthcare; Chin Keat Chyuan, President and Managing Director of KPJ Healthcare; along with Board of Directors from JCorp and KPJ Healthcare, and other notable figures from the healthcare and business sectors.

KPJ Healthcare’s new brand identity adopts a more contemporary look. The font has rounded edges and soft curves, signifying warmth and evoking the feeling of harmony and protection. It also symbolises unity, commitment, love and community. Gold was chosen as its primary brand colour to signify its commitment to excellence.

Chin said, “The rebranding we are launching today goes beyond a logo change or 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. The rebranding exercise goes hand-in-hand with enhancement of our service delivery to all stakeholders.”

Last month, as part of this transformation, KPJ Healthcare recently unveiled its new shared values represented by the acronym C.A.R.E: Committed, Accountable, Respectful and Excellent. These values aim to transform the workplace culture, emphasising patient-centricity and driving the push to be a high-performance organisation. 

“These values are more than just words; they are commitments that will drive our actions and decisions every day,” said Chin. He continued: “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.”

This new chapter features a refreshed brand identity that reinforces KPJ Healthcare’s dedication to its 5Ps: 

• Patients: Deliver value-based, personalised services through years of expertise and an extensive network of specialist hospitals.

• People: Foster a supportive environment to nurture talent and promote excellence.

• Physicians: Provide a dynamic environment that integrates medical education and research for optimal outcomes.

• Partners: Seek collaborative opportunities to drive healthcare advancements.

• Planet: Integrate eco-friendly practices and sustainable solutions in its operations. 

The rebranding launch is just the beginning of KPJ Healthcare’s phased transformation, which will be completed by 2026. Over the next few years, the Group’s hospitals and subsidiaries will reflect its renewed identity and commitment. 

Started in 1981, KPJ Healthcare has recorded many milestones throughout the years. It was the first healthcare group to breach the RM1 billion revenue mark in 2007, the first healthcare group to be listed on the Main Board of Bursa Malaysia and was the first to introduce Islamic Healthcare REIT in the world. It was also the first in the healthcare industry to undertake a clinical waste segregation programme, poised to transform the landscape of healthcare sustainability.

This content is provided by KPJ Healthcare Berhad.

The views expressed here are those of the author/contributor and do not necessarily represent the views of Malaysiakini.

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