RS Bunda Group appoints Volare Advertising Network to lead its rebranding initiatives

RS Bunda Group, Indonesia’s Bunda Hospital Group, has appointed Volare Advertising Network, through its subsidiary agency Eyden, as the lead partner for its comprehensive brand transformation initiative.

RS Bunda Group is one of the business units under the Bundamedik Healthcare System (BMHS) ecosystem, which was established in 1973 and brings decades of experience in the healthcare sector, with particular expertise in women and children care.

The appointment follows a highly competitive and rigorous pitch process involving multiple agencies and an extensive evaluation across strategic thinking, creative capability, and performance-driven expertise.

The decision reflects RS Bunda Group’s strengthened commitment to enhancing its brand presence, elevating patient engagement, and reinforcing its competitive positioning within Indonesia’s rapidly evolving healthcare landscape.

As healthcare consumers increasingly demand clearer communication, stronger digital experiences, and more human-centred brand interactions, RS Bunda Group identified the need to modernise its identity while building a cohesive and future-ready brand narrative.

Volare’s selection was driven by its ability to combine strategic brand thinking with measurable performance outcomes, ensuring the transformation extends beyond a visual identity into a real business impact.

Under this mandate, Volare will oversee RS Bunda Group’s end-to-end rebranding efforts, covering strategic development, creative direction, and implementation oversight across key communication channels.

The scope includes revitalising the group’s brand identity, refining its core communication framework, and establishing a consistent visual and verbal language across digital platforms, physical environments, and patient touchpoints.

In parallel, Volare will provide strategic leadership in CRM, performance marketing, and patient acquisition initiatives. These integrated efforts are designed to strengthen engagement throughout the patient journey, support sustainable acquisitions, and ensure the rebranding delivers tangible operational and commercial results.

A strategic appointment following a competitive pitch

Dr Agus Heru Darjono, president director of PT Bundamedik (BMHS), explained that the decision came after a comprehensive evaluation process.

“We undertook a comprehensive pitch process involving several agencies, with an emphasis on strategic clarity, creative capability, performance orientation, and CRM expertise,” he said.

“Based on this assessment, Volare demonstrated an approach that aligns well with our brand direction and business priorities.”

He said the partnership supports RS Bunda Group’s broader transformation agenda.

“This rebranding initiative is part of our ongoing efforts to strengthen patient engagement, improve acquisition effectiveness, and build a more integrated CRM framework. Our objective is to ensure the brand evolves in a way that supports our operational focus, consistency across touchpoints, and sustainable long-term growth. In this context, we see Volare as a strategic partner in advancing these objectives.”

Volare’s role in driving brand and performance integration

Pradhana Harsaputera S, CEO of Volare Advertising Network, said the appointment reflects a shared vision between the two organisations.

“We are honoured to be selected by RS Bunda Group through such a rigorous process,” he said.

“Our ambition is to deliver a thoughtful, data-driven, and creatively distinctive brand evolution that respects the group’s heritage while supporting its future aspirations. Today, strong brands must be built at the intersection of creativity, performance, and customer relationships, and this partnership embodies that philosophy.”

He added that Volare and Eyden will work closely with RS Bunda Group’s internal teams to ensure the new brand is fully embedded across the organisation and consistently reflected in every patient interaction.

The rebranding initiative will be rolled out in phases throughout the year, encompassing research, identity development, execution across key touchpoints, and brand activations. Alongside this, enhanced CRM and performance-led initiatives will be implemented to strengthen patient acquisition, engagement, and loyalty.

Once completed, the refreshed brand and integrated marketing approach are expected to reinforce RS Bunda Group’s visibility, deepen trust with patients and partners, and position the organisation for sustainable long-term growth in an increasingly competitive healthcare market.