Differentiating With Uplifting Service

KMI Marketing Programme

CEO Brief

Content

Why do this marketing programme?1

2

3

4

5

The marketing programme.

The investment required.

Recommended agencies.

Approval

Why do this marketing programme?

1

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.

The Marketing Programme.

2

Factors that drive this marketing programme.

The 5 drivers

The cornerstone of all brands.Are our target customers aware of our brand?Is it the first one that comes to their minds?

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?

Do customers and potential customers perceive our brand to be convenient?

Does our brand connect with people on an emotional level?Will our customers support and defend our brand?

Salience

ImageryPerformance

FeelingsJudgements

Resonance

Recall rates – within top 3Brand 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.

Superior patient-centred service.Best-in-class healthcare provider.Go-to for healthcare & medical resources.

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.

Cherished memories.Sense of community.Active engagement.

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

Integration of 3 tracks towards building a strong brand

Track 1 - Branding design, development & application

• Positioning.

• USP.

• Brand promise.

• Key values.

• Personal/emotive connection.

Brand Strategy

• Brand identity.

• Core elements and collaterals.

• Brand manual.

Brand Expression • Patient journey and

brand experience mapping.

• Brand guides.

Brand Internalization

• Marketing communication.

Brand External Communication

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

Service Leadership

Actionable Service Education

Engaging Service Vision

Voice of the Customer

Track 3 - Marketing Communications

Thought leadership Storyteller

Meet demand

Create trust

Youtility

Nurture change

Be found

Generate awareness

SEOInbound

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.

How we connect and engage

Implementation approachP

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ure

Enable Achieve Sustain

Brand design & development

Content marketing program

Internal brand immersion

Service metrics & benchmarking

On-boarding Program

Service recovery & guarantees

Service rewards & recognition

Service role modellingUplifting Service Program

Design & develop website

KMI Marketing Team

Uplifting Service Steering Committee

Digital Marketing Centre of Excellence

CRM

Design & development mobile app

Design & customize social media channels Analytics

Digital marketing tools

KMI Training Centre

Duration of 3-track marketing programme

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

20152014

Brand Identity design & development

Brand internalization

Service Leadership Workshop

KMI Training Centre

KMI Digital Marketing Unit

Content Marketing

Uplifting Service Programme

How the programme is to be managed.

ProgrammeManager

ManagementSteering

Committee

Group CEO, Healthcare.CEOs & GM of each hospital.Medical Director.Chief Nursing Officer.

Champion -Uplifting Service

Programme

Lead -Digital Marketing

Lead -Branding

KMI CNOKMI HRHODs of each hospital.

KMI MarketingMarketing personnel of each hospital.

KMI Marketing.HOD, Marketing of each hospital.

Lead -Enabling

Technologies

TDMB MIS

The investment

required

3

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

The recommended service providers.

4

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

Approval

5

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: