Integrated marketing communications in the corporate rebranding of Kimia Farma Diagnostika

Abstract

Background: Following the Covid-19 pandemic, competition and uncertainty in laboratory and healthcare services have intensified, prompting organizations to reassess their brand positioning and communication. PT Kimia Farma Diagnostika, operating under the brand Kimia Farma Laboratorium & Klinik, undertook corporate rebranding alongside changes in its services and market priorities. Purpose: This study examines the rebranding process and the application of integrated marketing communication (IMC). Methods: Using a qualitative case study, data were gathered through in-depth interviews, documentation, and a literature review and analyzed to identify key decisions and communication practices. Results: The findings describe four interrelated stages: analysis, planning, implementation, and evaluation. Analysis focused on market conditions, brand identity, and opportunities to reach individual customers. Planning involved repositioning, renaming, organizational adjustments, and visual redesign. During implementation, the company used advertising, sales promotions, events, public relations, direct marketing, word of mouth, and personal selling to communicate its revised identity. However, digital booking and payment services remained insufficiently integrated, and consumer responses were strongly linked to promotional activities. Although evaluation was recognized as a necessary stage, the company had not established a comprehensive system for measuring rebranding outcomes. Conclusion: The study indicates that IMC can support consistent communication of a new corporate identity, while evidence of its effects on brand awareness, customer behavior, and business performance requires further measurement. Implications: These findings offer considerations for healthcare organizations seeking to align rebranding communication with service delivery and evaluation.