Mount Elizabeth Royal Square highlights a day in the life of its patients in new campaign

Mount Elizabeth Royal Square has unveiled its day surgery and endoscopy centre with the “All in a day” campaign. Designed to highlight the centre’s purpose-built facilities and patient-focused approach, the campaign positions Mount Elizabeth Royal Square as a standout option in Singapore’s competitive day surgery market, appealing to both patients and healthcare professionals.

The campaign, created in collaboration with That Marketing Guy, includes B2B and B2C key art, website copy and layout, and out-of-home directional signage, all crafted to communicate the centre’s thoughtful design, convenience, and specialist services. Inspired by the patient journey and the quality of care from the moment patients step through the doors, the slogan “All in a day” captures the meticulous planning and attention to detail that went into the facility’s design.

"All in day" carefully navigates Ministry of Health advertising regulations, ensuring clarity and compliance while communicating Mount Elizabeth Royal Square’s patient-centric approach. By combining creative storytelling, educational content, and strategic brand messaging, the campaign aims to strengthen awareness, engagement, and trust for the new day surgery and endoscopy centre, while reinforcing Mount Elizabeth’s reputation as a pioneer in private healthcare services in Singapore.

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In addition to the centre launch, That Marketing Guy has brought its expertise from previous healthcare campaigns to the project. These include the “Headache campaign” which used illustrations to personify different types of headaches, helping audiences feel more informed and less intimidated by common medical concerns, and a Proton Therapy Centre keepsake, which celebrated patients’ recovery journeys and shared personal recipes, combining education with storytelling

"Creativity in healthcare is a narrow but meaningful space where empathy and precision must work hand in hand within rightly strict advertising guidelines. We’ve valued the opportunity to tackle these challenges alongside IHH and the brands within its portfolio — exploring how creativity and compliance can coexist to deliver healthcare communication that is both human and effective," said Will Lee, founder of That Marketing Guy. 

"With the launch of Mount Elizabeth Royal Square, our goal was to bring the trust and credibility of the Mount Elizabeth brand into a new, competitive space. The 'All in a day' campaign allowed the brand to communicate the benefits of its new purpose-built facility swiftly and tactfully with multiple stakeholders. Collaborating with a client that values storytelling, collaboration, and integrity has allowed us to bring these ideas to life meaningfully. Over the years, this partnership has shown that when creativity meets care, even within tight regulatory frameworks, it can lead to impactful healthcare storytelling," he added. 

The campaign and centre launch comes as IHH Healthcare unveiled a bold new corporate identity that unites its portfolio of hospital brands under one global brand. The rebrand, developed in partnership with brand consultancy Landor, marks a major milestone in IHH Healthcare's multi-year transformation to make healthcare more connected, innovative, and sustainable.

The new identity was officially launched on 28 August 2025 during IHH Healthcare’s inaugural FutureHealth.Now Conference in Kuala Lumpur, a flagship event that brought together over 300 leaders from healthcare, government, and business to explore the future of care. Visually, the refreshed identity strikes a balance between gravitas and warmth. It features dynamic, forward-moving forms to signal innovation and progress, alongside bold, structured elements that convey trust and authority. At the heart of the design is a flexible network of nexus nodes, inspired by how cells grow and connect, a metaphor for IHH Healthcare’s ability to expand knowledge, expertise, and care across its global footprint.

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