REPOSITIONING A HEALTHCARE BRAND IN A SATURATED MARKET

Challenge

Develop a brand strategy for a private hospital to strengthen its positioning and increase demand through its healthcare providers.

Approach

We led a comprehensive repositioning plan based on the perceptions of several audiences. This included an initial briefing with the board, quantitative research to define attitudinal profiles, and qualitative research with doctors, hospital staff and intermediaries in the healthcare system. We concluded with an alignment workshop to identify potential positioning directions.

Outcome

We defined the strategic opportunity and a new brand narrative to guide the hospital’s communications and institutional relationships.