Marketing strategy, new website, city centre clinic & brand launch

Problem

Medicum had a brand legacy of 35+ years. As there hadn’t been a strategic approach to brand building for a while, they were working with outdated brand guidelines, a website with lots of dead content, and a lack of modern design tools for marketing and communications activities. As Medicum’s strategy was boldly shifting from public to private medical care, they were also preparing an opening of a new Medicum City Centre clinic. All these goals meant that they needed to rethink their digital channels and brand strategy.

Solution

As multiple strategic marketing and brand developments needed to start simultaneously, we joined Medicum by providing an Interim Head of Marketing role. The key goals initially were:

• yearly marketing budget and plan
• develop a new website
• launch of Medicum City Centre clinic along with rebrand and signage

Firstly, we conducted a thorough analysis of the brand, marketing channels and activities, as well as the website. Based on this knowledge, we helped to create a yearly marketing budget.

Using the results of the analysis, we kick-started the creation of the new website as well as the brand update. The website project included workshops with the team, UX and UI design,  development of information architecture, content writing, and both backend and frontend development.

Once the brand guidelines were created, we helped to develop multiple brand assets from new signage and employer branding to prints and merchandise.

While the main projects were in process, the Interim Head of Marketing also supported multiple side projects, including conference marketing activities, setting up a temporary employer branding webpage, running a recruitment campaign, and helping to enhance Medicum’s presence at an employer branding fair.

The brand guidelines were developed in collaboration with Optimist Creative.

Results

• New website launched together with the opening of the new clinic
• By simplifying and consolidating content, we successfully reduced the amount of text on the website by 70% – from 663 pages to 130 pages
• The time visitors spent on the website increased by 25%
• 20% more website visits and “book now” conversions during campaign periods
• 2000+ new social media followers in 6 months
• Full branding and signage at the new City Centre clinic
• The recruitment campaign brought in 600 applicants