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 As there hadn’t been a strategic approach to brand building for a while, they were working with outdated brand guidelines, a website with lots of dead content, and a lack of modern design tools for marketing and communications activities.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, a leadinWith ambitiog marketing role was necessary. 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
• 70% of dead content removed from the website
• 25% more time spent on the website
• 20% more website visits and “book now” conversions during campaign periods
• 663 subpages were reduced to 130 pages
• 300+ new social media followers
• 1 employer branding fair with new branding
• Full branding and signage at the new City Centre clinic
• Over 600 candidates from the hiring campaign