Brand positioning and identity
HealthcareUK is a joint venture between the Department of Heath, NHS England and UK Trade and Investments, promoting the best of the UK’s academic, public and commercial healthcare expertise to a global market.
Our work centred on the strategic development of its proposition and the design of the new brand and key communications for international roll out.
Our approach, based on insights and a series of in-depth interviews with stakeholders helped us in identifying HealthcareUK’s key leadership dimensions. This led us to articulate a purpose statement and create a strong brand identity and a communications framework that allowed the organisation to raise its global profile.
Outcome:
Our work enabled Healthcare UK to share a clear and compelling vision to a multinational audience. In the first year HealthcareUK attended 23 major events around the world, brought together over 600 UK healthcare providers and generated £550m of revenue from 22 major new contracts – significantly more than the government’s already ambitious initial target of £350m.
Deliverables:
Brand naming and creation / Research and Insights / Government stakeholders management and engagement / Brand positioning / Brand design and copy-writing / Global marketing toolkit and guidelines