03 January 2025
•2 minute read
Columbia Asia Hospital - Cheras Bags Gold at Public Relations Industry Awards
KUALA LUMPUR, Nov 29: Columbia Asia Hospital – Cheras’s (CAH-C) Sakit Apa Hari Ini (SAHI) campaign proved to be a clear winner at the recent Malaysia Public Relations Awards (MPRA) 2024, held on 29th November at Aloft, KL Sentral and organized by the Public Relations & Communications Association of Malaysia. Breaking the Digital Divide: SAHI Echoes Across Boundaries’ won the Gold award in the Best Use of Social Media category as well as Silver in the Healthcare Category. In addition to these, SAHI was also selected as a finalist for Campaign of the Year.
Bringing Health Awareness to Online Communities
“Sakit Apa Hari Ini is a digital campaign launched during the COVID-19 pandemic,” says Columbia Asia Regional CEO, Puan Engku Marina Engku Hatim. “We wanted to bridge the gap between healthcare knowledge and the public so that time spent confined to their homes become beneficial for individuals and their families.”
The campaign is a collaboration with well-known social media influencer Dr. Malar Santhi Santherasegapan, through her popular social media account @celotehdrmalar. It delivers engaging video content in Dr Malar’s signature style; jovial and conversational, and in fluent Bahasa Malaysia!
The Importance of Being Current and Engaging
Coming out on top in the Best Use of Social Media category is a recognition of CAH-C’s innovative use of digital platforms to create meaningful connections with audiences. Over four years and 119 episodes, the campaign has amassed nearly 28.4 million organic views, proving public interest in health issues. Weekly live episodes are streamed on Dr. Malar Santhi’s @celotehdrmalar via Facebook, Instagram, and TikTok, and are also cross-uploaded on Columbia Asia digital platforms, reaching a wider audience base.
The program includes discussions, expert tips, live Q&A sessions, sharing sessions with doctors, nurses, and allied health professionals, and even glimpses of surgeries. It addresses current health issues, ensuring relevance and engagement. “For example, in the tragic case of the young badminton player who died suddenly in the middle of a match, Dr Malar on SAHI discussed the incident with our doctors,” shares Puan Engku. “People were shocked at the time and wanted to know what happened, so we decided to share related information from a health perspective,”.
A Winning Initiative That Cares For The Environment
Apart from the awards won by CAH-C, Columbia Asia Hospital – Setapak (CAH-STP) was also an award-winner at the MPRA. The hospital clinched the Bronze Award in the Healthcare Category which acknowledges innovations and impactful initiatives in healthcare. Its winning practice, Reducing Unnecessary Image Film Printing, minimizes the unnecessary printing of medical imaging films such as X-rays or CT scans. This practice protects the environment by reducing plastic waste.
“By using digital means, the hospital reduces material costs, which in turn, saves patients the cost of hard copy material,” says CAH-STP CEO, Puan Norakmarul Laili Nahwari. “By adopting digital alternatives, we pride ourselves as a healthcare facility that aligns itself with sustainable healthcare practices.”
This initiative was first introduced in July 2023 by the hospital’s radiology department. It is part of the hospital’s strategy to promote sustainable healthcare solutions by encouraging the use of digital storage and sharing methods.
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