From ‘Patient Follow-Up Management’ to ‘Healthcare AX’: Creating the Language for a New Market

Medipal

Medipal is a healthcare AI company that connects patients and healthcare providers beyond the point of care, helping ensure continuity of care while improving operational efficiency for clinics and hospitals. Starting with its patient management solution, ‘Afterdoc’, Medipal pioneered the patient follow-up management market. In 2026, the company launched ‘Medipal AI’, an AI agent platform purpose-built for clinics and hospitals, expanding its focus beyond patient management to transform a broader range of healthcare operations through AI transformation (AX).

01Challenge

Medipal had been addressing a critical gap in healthcare, patient management after a clinical visit, but first needed to establish the need and business value of ‘patient follow-up management,’ a concept that was still relatively unfamiliar to the market. As the business grew, Medipal also needed a communications strategy that went beyond promoting individual product features and milestones to articulate the broader market it was creating and its long-term vision as a company.

02Approach

Meet The Sun positioned ‘patient follow-up management’ within the broader context of real-world challenges facing healthcare providers, including operational efficiency and continuity of care, establishing a distinctive market narrative for Medipal. Alongside communicating key milestones such as adoption by general hospitals, overseas expansion, and business growth, Meet The Sun consistently highlighted the company’s market perspective and expertise through feature stories and CEO interviews across business, healthcare, and technology media. Following the launch of Medipal AI, communications expanded to showcase real-world applications of AI agents purpose-built for clinics and hospitals, as well as CEO Jong-il Kang’s vision for AX, broadening Medipal’s positioning from ‘patient follow-up management’ to ‘healthcare AX’,

03Outcome

During the first 12 months, Meet The Sun conducted 16 media initiatives including six press releases, three interviews, and seven feature and contributed articles generating 170 pieces of media coverage and building awareness of the emerging patient follow-up management market. Through coverage in leading media outlets including The Korea Economic Daily and Forbes Korea, Meet The Sun continued to highlight Medipal’s growth and leadership, while subsequently expanding communications around Medipal AI and healthcare AX. During this period, Medipal achieved quarterly profitability in Q1 2026 and recorded a fivefold year-on-year increase in revenue, establishing itself as a leading healthcare AI and AX company.