Overview
KPJ Healthcare is Malaysia’s largest private healthcare network, operating in a competitive digital landscape where most medical content tends to be corporate, technical, and often indistinguishable across providers.
Our task was not merely to increase output, but to elevate KPJ’s social presence by making healthcare content feel human, relatable, and culturally grounded.
When we first started working with KPJ Healthcare, Malaysia’s largest private healthcare network, our mission wasn’t just to “make content.” It was to make healthcare feel relatable on social media.
In a space often dominated by medical jargon and a corporate tone, we wanted KPJ’s presence to stand out: to speak to people, not just patients.
Turning Social Media into a Space for Connection
We believe healthcare brands shouldn’t just inform, they should reassure, inspire, and connect. Our first step with KPJ was to reimagine their content mix: from transactional to transformational.
We shifted the focus from hospital updates to everyday health conversations. Posts that made you pause, think, and maybe even smile, all while staying medically sound. Because we knew: if it doesn’t feel relatable, it won’t be remembered.
From Posting to Purpose
With that in mind, every post became an opportunity to show what KPJ stands for: care, credibility, and community.
We introduced a more intentional rhythm of content:
Educational posts that simplify health knowledge without dumbing it down.
Lifestyle-led content that connects preventive care to daily life.
Human stories that show the people behind the white coats.
This shift turned KPJ’s pages from a bulletin board into a space for meaningful dialogue, one that people actually wanted to engage with.
Challenge
Despite strong brand equity offline, KPJ’s digital channels faced three core challenges:
Overly clinical perception: Medical content felt distant and jargon-heavy.
Competitive sameness: Other healthcare brands were producing similar content, making differentiation difficult.
Low emotional resonance: Posts informed audiences, but rarely connected with them.
KPJ needed a content approach that built trust not only through expertise, but through authenticity and relatability.
Our Approach: Insight-Led Content That Speaks to Malaysians
Rather than redefining KPJ’s campaigns (which originated from the client team), we focused on elevating KPJ’s campaigns to better capture audience attention and grow engagement.
We crafted content to make it feel more relevant and resonate better with target audiences. Our approach is grounded in understanding what Malaysians connect with and shaping content that meets them where they are.
We prioritise clarity, cultural relevance, and platform awareness, ensuring every piece of content feels natural to the audience and true to the brand.
Key Content Executions
A. Cultural Moments as Health Triggers
“Durian & Your Heart” PSA
We transformed Malaysia’s durian season, a topic with strong conversational pull, into a light, medically accurate reminder about heart health.
Why it worked:
Instantly recognisable cultural relevance
Non-intimidating entry point into a clinical topic
High shareability due to humour + relatability
B. Doctor-Led Content with Human Warmth
Cardiologist Explains Palpitations Using Everyday Objects
Instead of traditional medical jargon, we adopted a conversational tone and simple analogies to explain irregular heart rhythms.
Why it worked:
Built trust through clarity, not complexity
Presented doctors as approachable, not authoritative
Encouraged saves and rewatches for self-understanding
C. Lifestyle-Led Preventive Care
“Small Daily Swaps” Carousel
This carousel connected preventive care to real Malaysian routines, from mamak meals to workday habits, making health maintenance feel achievable
Why it worked:
Shifted perception from “medical advice” to “practical life guidance”
Highly relatable scenarios drove comments and shares
Positioned KPJ as a partner in everyday wellbeing
Impact
Across our collaboration, KPJ’s digital presence saw marked improvements in visibility, engagement, and audience connection. Engagement quality strengthened across Facebook, Instagram, and TikTok, with a clear uplift in reach, impressions, and interactions.
More importantly, audience sentiment shifted in a meaningful way; people responded positively to content that felt trustworthy and culturally familiar. This reinforced KPJ’s positioning as a healthcare brand that understands Malaysians and communicates without complexity.
Beyond performance metrics, KPJ’s audience perception shifted meaningfully, and audiences responded more positively to content that felt warm, human, and culturally intuitive, reinforcing KPJ’s positioning as a trusted healthcare partner.
What’s Next
Mad Hat Asia will continue strengthening KPJ’s digital voice by:
Expanding lifestyle and family-centric narratives
Enhancing doctor-led content through story-first formats
Leveraging real-time trends and platform behaviour to guide content decisions
Our work with KPJ demonstrates how healthcare brands can connect more meaningfully by putting empathy, cultural insight, and clarity at the centre of digital storytelling.
Ready to connect with your audience in ways that matter? Let’s build bold, culturally relevant campaigns together. Reach out at hatters@madhat.asia.
