Having already begun repositioning the Nuffield Health brand in preparation for a major launch campaign, our next task was to consider how to carry prospects from an initial enquiry all the way through the customer journey, maximising conversions and enhancing satisfaction levels.
For many elective treatments the consideration process is lengthy, and people need lots of reassurance before making a final decision to proceed. A consistent and reassuring tone of voice and look & feel is essential.
We developed a coherent set of on and off-line communications which were also individually sympathetic to the stage in the process reached by the customer, as well as their demographic. We mapped out a host of customer journeys through seven stages from initial enquiry, to meeting a consultant, to the hospital visit and the subsequent recovery period, creating communications which were appropriate to support the customer at each point.
As part of the process we carefully planned and executed a four day photo-shoot at a hired house in north London to create a modern, customer-friendly bank of images, which were subsequently used in all communications channels. The shoot involved 25 models, 6 stylists, 60 costumes, more than 80 props, and a dog called Shep.
Over a 9 month period we wrote, designed and artworked more than 400 separate pieces of communication, including response packs and folders, treatment specific brochures, in-room information, customer survey questionnaires, and the web site itself.
We delivered a consistent, well-branded and readily-understandable set of materials that are used throughout Nuffield Health’s hospital network. In the first year following the rebrand Nuffield Health recorded a significant uplift in customer satisfaction levels and overall turnover increased by 15% across the group.
“It’s hard to overstate Agency Inc’s impact on the Nuffield Health brand, advertising and communications. We simply couldn’t have done it without them.”
Group Marketing Director