Mitra Keluarga has a strong commitment to be more around and touch the many lives of Indonesian families.

As of current, Mitra Keluarga is planning to push its growth forward by doing an Initial Public Offering. In preparation, Mitra Keluarga requires a strong brand that can support the strong products that it offers.

Outnumbered by the competitors, a business model restructuring is needed to overcome the challenge.

Not only that, with its future aim is to focus slightly more on the upper middle segment, a brand positioning that appeals to the lower segment while keeping the confidence of the upper segment is also needed.

The brand transforms into a place where patients could feel the comfort second only to home.

More than just a hospital, Mitra Keluarga branches out and goes beyond just hospital by providing promotive, preventive, curative and rehabilitative treatments. It turns into a home for both the ill and the healthy.