RNOH Private Care Branding

28.07.21 01:44 PM By Stuart Forrester

RNOH PRIVATE CARE

WHY
Rebrand?

Emotion – refreshing a tired brand
Differentiation from Competitors
Communication

New markets
New clients
New hospital

HOW - The Stages of RNOH Rebranding

01 - Strategy

To develop a global brand that positioned the Royal National Orthopaedic Hospital, Private Care as the patient and professional, first choice for neuro-musculoskeletal private care.

To identify the unique differentiator between the Royal National Orthopaedic Hospital, Private Care and its competitors and thereby creating a clarifying statement.

02 - Objectives

Build awareness
Differentiate RNOH Private Care
To be the Best of the Best
Increase appeal and interest, locally, nationally and internationally

RNOH Private Care professional excellence

Success Factors

Critical – Growth in activity and income

Increase in the number of opportunities/enquiries
Attracting and retaining Consultants and staff
Increase in activity in line with financial targets
Educating Private Care can coexist within the NHS

03 - Execution: Conceptual Design

We identified three themes from the research carried out in our pursuit to capture the essence, vision and purpose of the Royal National Orthopaedic Hospital, Private Care

Heritage/patronage
Sensitivity/evolution
Modernisation

the Design Process

Conceive, Distill, Refine, Deploy

We have a defined process for creating brands and strategy. In this case, it included mocking-up boards to allow easy competitor comparison when looking for input by stakeholders.

Using our skills, we developed three concepts brand ideas.

Concept 01 Heritage/Patronage

Concept 02 Sensitivity/Evolution

Concept 03 Modernisation

Chosen Concept - Sensitivity/evolution

Having chosen the concept the next step was to evolve the then logo to a modern day version with sensitivity to the historic relevance of the logo that has been associated with the hospital for over 100 years.

We again sought extensive engagement with stakeholders

Hello - The Final Logo

The final logo brought together all the input and consultation of key stakeholders. As you can see, we have elements of different iterations of the concepts - people, colour and name. Together, they formed the foundation of the brand guidelines and execution strategy.

04 - Execution: Using the Brand

At the beginning of 2019, following the relaunch of our new website and our move into state of the art facilities we embarked on a campaign to raise our profile in the UK and internationally.

A world-renowned specialist hospital for the diagnosis and treatment of complex orthopaedic conditions.
Providing the most comprehensive range of neuro-musculoskeletal healthcare in the UK.
A major teaching centre

Website - www.rnohprivatecare.com

One of the first executions was the application of the brand to the website. As this was already built by us, this was more about style than reinventing the whole site.

In addition to style, we worked to add new content to improve SEO and site authenticity.

Social Media

All the channels, Facebook, LinkedIn, twitter etc. were updated with new cover and colour options.

Where possible, we looked to create a consistent channel username and started using a SM campaign management tool to ensure consistent updates.

Print Assets

From letterheads and business cards through to patient information leaflets and posters, we worked with our client to put in place a cost effective and timely transition to the new brand on existing assets. When new ones were developed, like the staff newsletter, they were designed in line with the new 'Design Guidelines'.

Promotion

Generating awareness is critical in creating opportunities. For the first time, RNOH Private Care used ambient media in addition to normal channels that included: -
• PPC campaigns
• Social media
• eMail marketing
• Events (on and off site)

05 - Review/Results

We are proud to say that the last three years have been incredible and that the RNOH are now considered to be...

#1 in the UK
#9 in the World

Our analytical results combined with the 'real' results of patient numbers and the surplus returned to the NHS Trust confirm the brand and communication strategy are working very well.

Visit RNOH Private Care

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RNOH Private Care Branding

In this case study, we look at why, how and the results of a rebranding exercise carried out at RNOH Private Care, a private hospital within an NHS Trust.