Medway Community Healthcare.
Medway Community Healthcare provides a wide range of high quality community health services for Medway residents; from health visitors and district nurses to speech and language therapists and out of hours emergency care. We have been working with them to develop a brand with a strong presence in the market place.
To add to the challenge, it’s future may lie outside the NHS.
Creating a distinctive brand for a pioneer split in Medway
Audience.
Competing in the new NHS marketplace is something that tries both providers and commissioners. You’re in competition with neighbouring boroughs, local hospitals and GPs. More than ever before, you need a strong identity and positioning to succeed.
Challenge.
At the moment, even staff don’t recognise the organisation – they’re more likely to identify with the clinic where they work. In addition, NHS Medway Community Healthcare has to consider the possibility that its future might be outside the NHS.
Insight.
We carried out research with staff including one to one interviews and workshops, as well as interviews with strategic stakeholders like the local authority. Based on this intelligence, we developed a brand model that’s built on the NHS brand but allows for strong differentiation.
Result.
The result will be a look and feel that can be used alongside the NHS brand, but that can still be retained if they become a non-NHS organisation. The new identity will give them a stronger presence in the marketplace, and the brand will strengthen the organisation’s structure.