All About You

Nuffield Health

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Task

To reposition the brand and relaunch this national chain of hospitals and health clubs to build awareness and trust amongst a diverse range of audiences, including a broad consumer base, corporate customers, and medical professionals.

Nuffield Hospitals, as they were named at the time of our appointment, were going through a period of great change, dramatically extending their range of health services and acquiring Canons Gyms, one of the largest health club groups in the country.

We were asked to pull these disparate strands into a single, unifying identity and brand proposition, to create a set of values and guidelines for the group which would allow the brand to be consistently delivered at every touchpoint, and to create and implement an integrated campaign to launch the new Nuffield Health.

Insight

People choose a healthcare provider they trust.

Solution

We segmented the audience and developed empathetic ads and communications which would appeal specifically to each of them, visually focusing on the happy outcomes of successful procedures whilst conveying the experience and values of Nuffield Health.

The outbound activity was carefully built on the back of audience research and insight which enabled us to write a set of customer-centric brand values appropriate for all parts of the group, enshrined in the strap line “All about health, all about you.”

We created a visual style and brand elements which were flexible enough to work across the entire target audience base, and our integrated campaign was launched nationwide positioning them as the first and only end to end provider of health and wellbeing services.

The media strategy was focused on reaching and influencing the defined audience segments, using lifestyle and specialist media channels to raise awareness and credibility and to drive responses on and off-line. A £2.5 million launch campaign through radio, press and digital display ads was supported by a redesigned web site and a suite of printed response materials which we designed and wrote to carefully carry prospects through the customer journey from first response through to a hospital treatment and beyond.

Our responsibilities covered every iteration of the brand, even extending to the design of new signage, interior decoration of the Nuffield Health offices, and livery for the mobile hospital units and lorries! And an internal communications campaign, which included a video produced by Duke & Earl, ensured that staff across the group understood the new values and future direction of the business.

Results

Nuffield Health group turnover increased by 15% in the year to £581m, with earnings improving by 9% to £70m, highlighting a strong performance in challenging markets.

“When we say ‘it’s all about you’ we mean it” said David Mobbs, Group Chief Executive. “Staff across the group are excited about what the new Nuffield Health means to their customers and the role that they can play. This is about trying to do something different.”

“Agency Inc have completely revitalized our brand advertising and consumer communications”

Audrey Lynas
Group Marketing Director
Nuffield Health

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