Strategic Communications • Media Relations • Brand Storytelling • Community Engagement • Influencer Collaboration
In 2024, Pantai Hospital Kuala Lumpur, one of Malaysia’s most trusted healthcare institutions — marked 50 years of excellence. What could have simply been a milestone celebration was transformed into a year-long narrative of legacy, progress, and purpose. We were engaged to lead the overarching PR and communications strategy, community outreach, and digital storytelling into a cohesive celebration of PHKL’s past, present, and future.
The Brief
We were challenged to develop and execute a strategic year-long campaign that celebrated PHKL’s 50-year journey, while reinforcing its role as a pioneering, forward-thinking healthcare provider. Beyond honouring history, the campaign needed to drive relevance with newer generations, expand brand perception, and solidify PHKL’s position as a compassionate leader in medical innovation and community care.
Impact & Action
We began by shaping the narrative arc of the 50 Years campaign — from its community-first opening initiative to a landmark Gala Dinner and a string of feature articles that spotlighted PHKL’s achievements and future-forward ambitions.
To kick off the celebrations meaningfully, we launched the “50 Days of Free Health Screenings” CSR initiative with YB Fahmi Fadzil — a deeply impactful effort to make preventive healthcare accessible to Lembah Pantai residents. The activation was paired with earned media and visual storytelling to maximise reach and emotional resonance.
For the general public, we curated the PHKL Wellness Quest, a 3-day activation that invited Malaysians to explore healthcare through interactive touchpoints, from cardio spin zones to CPR lifelines — all designed to reflect PHKL’s dedication to holistic, generational care.
The highlight of the year was the PHKL 50th Anniversary Gala Dinner, where we helped shape the brand messaging and press engagement for the unveiling of the hospital’s 5-year remodelling plan — a transformative blueprint to reimagine PHKL as a smart hospital of the future.
We also collaborated with fitness enthusiast Linora Low, who shared her health screening journey at PHKL — opening up a space for meaningful conversations around preventive healthcare.
The result was a multi-pronged campaign that balanced community, celebration and strategy — effectively repositioning PHKL not just as a legacy healthcare provider, but as a name that’s deeply rooted in purpose, people, and progress.
CEO Profiling & Thought Leadership
A key part of our strategy was elevating the voice of PHKL’s CEO, Erica Lam, as a forward-thinking leader at the helm of one of Malaysia’s most trusted healthcare institutions. Through carefully curated media opportunities, we positioned her as the hospital’s credible and compassionate voice — honouring the hospital’s past while articulating a clear, visionary path for its future.
Working closely with the PHKL leadership team to develop talking points and media narratives that highlighted key hospital milestones under her leadership — from digital upgrades to expansion plans, sustainability commitments, and the push for clinical research and smart hospital transformation.
Each feature was not only a testament to the hospital’s growth but a brand-building opportunity that further reinforced PHKL’s commitment to excellence, innovation, and community care.
