Strategic Marketing Program for KMI Healthcare Division. This outlines a 3-track marketing program building brand equity and patient experience culture for a healthcare provider, Kumpulan Medi Iman (KMI). KMI owns specialist hospitals serving the community where each hospital operates.

1. Differentiating With Uplifting Service
KMI Marketing Programme
CEO Brief

2. Content
1 Why do this marketing programme?
2
3
4
5
The marketing programme.
The investment required.
Recommended agencies.
Approval

3. Why do this marketing
programme?
1

4. Purpose of this marketing programme
1. To internalize uplifting service culture and patient
experience as our differentiation.
2. To attract and acquire customers.
3. To build emotional connection.
4. To increase reach, engagement and sustainable
market success.
5. To increase the perceived value of KMI Healthcare
hospitals – prior to 2016 listing on Bursa Malaysia.

5. The Marketing
Programme.
2

6. Factors that drive
this marketing
programme.
The cornerstone of all brands.
Are our target customers aware of our brand?
Is it the first one that comes to their minds?
The 5
drivers
Proof points. Reasons to believe.
Is our brand unique or different
in customer-relevant, customer-compelling
ways?
Does our brand deliver a good value for the
price?
Do we consistently deliver on our promise?
Does our brand connect with
people on an emotional level?
Will our customers support and
defend our brand?
Do customers and potential customers
perceive our brand to be convenient?

7. Resonance
Cherished memories.
Sense of community.
Active engagement.
Judgements Feelings
Superior patient-centred service.
Best-in-class healthcare provider.
Go-to for healthcare & medical
resources.
Performance Imagery
Salience
Recall rates – within top 3
Brand recognition - high
Peace of mind, feel my best.
Being respected & well-cared for.
Most convenient.
Best value for money.
Highest safety.
Efficacy of treatments.
Consistently pleasant experience.
Specialist hospital close to home.
Labcoats, friendly, caring professionals.
Attire - smiling, most friendly, caring nurses.
Logo evokes strong feeling of care, compassion,
healing and wellness.
Common sight in the community.
The place to go when in need of medical care.
The community’s dominant,
trusted, favourite hospital.
Part of my extended
family & community.
Have strong memories of
growing up with the hospital.
The levels & building
blocks of emotional
connection.
Identity
Meaning
Relationship
Response

8. Integration of 3 tracks towards building a strong brand

9. Track 1 - Branding design, development & application
• Positioning.
• USP.
• Brand promise.
• Key values.
• Personal/emotive
connection.
Brand Strategy
Brand
Expression • Patient journey and
• Brand identity.
• Core elements and
collaterals.
• Brand manual.
brand experience
mapping.
• Brand guides.
Brand
Internalization
Brand External
Communication
• Marketing
communication.

10. Track 2 - Uplifting Service Culture Programme
Common Service
Language
Service Staff
Recruitment
New Staff
On-boarding
Service
Communications
Service
Improvement
Process
Service
Recognition &
Rewards
Service Measures
& metrics
Service Recovery &
Guarantees
Service Role-
Modelling
Service
Benchmarking
Actionable Service Education
Service Leadership
Engaging
Service Vision
Voice of the
Customer

11. Track 3 - Marketing Communications
Meet demand
Create
trust
Youtility
How we connect and engage
Nurture
change
Thought leadership Storyteller
Be found
Generate
awareness
SEO
Inbound
marketing
Create demand.
Differentiate.
Create
evangelists.
Change beliefs.
Awareness builder
Marketing communications will be primarily a content marketing programme.
Content marketing is the strategic marketing approach of creating and distributing
valuable, relevant and consistent content to attract and acquire a clearly defined
audience – with the objective of driving profitable customer action.

12. Implementation approach
Structure Technology People Process
Enable Achieve Sustain
Brand design & development
Content marketing program
Service metrics & benchmarking
Service recovery & guarantees
Internal brand immersion
On-boarding Program
Service rewards & recognition
Uplifting Service Program Service role modelling
Design & develop website
KMI Marketing Team
Uplifting Service Steering Committee
CRM
Digital marketing tools
Digital Marketing Centre of Excellence
Design & development mobile app
Design & customize social media channels Analytics
KMI Training Centre

13. Duration of 3-track marketing programme
Brand Identity design &
development
Brand internalization
2014 2015
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Service
Leadership
Workshop
Uplifting Service Programme
Content Marketing
KMI Training Centre
KMI Digital Marketing Unit

14. How the programme is to be managed.
Management
Steering
Committee
Programme
Manager
Group CEO, Healthcare.
CEOs & GM of each hospital.
Medical Director.
Chief Nursing Officer.
Champion -
Uplifting Service
Programme
Lead -
Digital Marketing
Lead -
Branding
KMI CNO
KMI HR
HODs of each
hospital.
KMI Marketing
Marketing
personnel of each
hospital.
KMI Marketing.
HOD, Marketing
of each hospital.
Lead -
Enabling
Technologies
TDMB MIS

15. The investment
required
3

16. Investment required
Item Cost
1 Uplifting Service Programme ( one year ) 380,000.00
2 Brand Design, Development and Application 320,000.00
3 Brand Internalization 80,000.00
4 Marketing Communication Programme 393,000.00
Total 1,173,000.00

17. The recommended
service providers.
4

18. Recommended service providers
Marketing Programme Track Service Provider Cost
1. Uplifting Service Programme Up! Your Service 300,000
2. Brand Identity Design, Development &
Application
M/SIX 300,000
3. Content Marketing
i. Website & social media channels –
design & development.
Buenito Interactive 120,000
ii. Mobile app – design & development. ArcKizen 120,000
iii. Digital experience – digital visuals, video
content creation & gamification.
Arckizen 50,000
iv. Writing Salt Media 25,000

19. Approval
5

20. Approval
The KMI Board hereby approve the proposed marketing programme and the
recommended service providers.
Proposed by: Name:
Abel Ahing
Designation:
Group Manager, MIS
Signature:
Recommended by: Name:
Bryan Lin
Designation:
Group CEO, Healthcare Div
Signature:
Approved by: Name: Designation: Signature: