Gleneagles Hospital unveils new brand
Malaysia - Gleneagles underwent a four-year rebranding exercise starting August 2008 and unveiled its new logo just this month.
Having spent RM4 million over a period of four years on the new logo design, Gleneagles Hospital now boasts a new elliptical design seen across all Gleneagles display materials and used by all hospitals.
The corporate identity of the logo is now common across all Gleneagles Hospitals and Parkway Hospitals in Singapore, which are also under Khazanah National, which took over shares of Gleneagles in 2010 with Mitsui Japan.
As a part of the rebranding exercise, Gleneagles had invested heavily on upgrades and renovation of the Kuala Lumpur hospital to include a new building block that holds a retail concept, new MRI scanners, a 12-bed day-care centre, two Cath labs and a lounge coming up on the 7th floor.
Amir Firdaus Abdullah, CEO of Gleneagles Kuala Lumpur said, "Gleneagles is a premium brand and differentiates itself from sister hospitals like Pantai, by the type and level of services it provides, very much like hotel services within the hospital".
"The branding became relevant because the hospital went thorough a purchase by the new shareholders and changed its name from Gleneagles Intan to just Gleneagles KL. We had to then assimilate the name, and Parkway's elliptical logo, while at the same time there is a lot of brand recognition," added Amir.
Gleneagles has invested RM30 million - RM40 million every year, since 2008, for capital expenditure.
In terms of marketing, it has always taken a decisive step, one of which includes a loyalty-card programme that allows people to buy into the hospital services over a long period of time.
It is also set to launch its newly revamped website this 30 April, while running a Facebook campaign.
The Lounge contest, in line with the 7th floor renovation, calls out to new designers through Facebook, to give their ideas for the lounge design. Call for entries began on 15 March and will end 30 April, when 16 shortlisted designs will be made before three top winners are chosen by June. To date, it has received three design proposals.
Come 2014, new Gleneagles Hospitals will be operational in Kota Kinabalu, Sabah and Johor in the Iskandar area. It is also planning for an opening in Kuching, Sarawak.
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