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    Growth oriented companies
    Branding to change the face of healthcare




    Business
    As the UK’s largest trading charity, Nuffield Hospitals was a substantial business with revenues exceeding half a billion pounds. Nuffield Hospitals, however, decided to adopt a new business strategy which aimed to move away from a hospital-focussed business towards a broad based consumer and business-to-business healthcare brand. This involved the acquisition of 50+ Cannons Health clubs in 2008 as part of the diversification strategy.


    Brand Architects’ Strategy
    Nuffield Hospitals believed that a brand that reflected this new strategy was essential to the success of their growth strategy. Brand Architects were commissioned to advise on the new name “Nuffield Health”, to develop a brand definition for the business and an appropriate architecture to deliver its business ambitions and integrate the newly acquired businesses into its core legacy business. For Cannons gyms this involved helping the leaders of the business “Vision” what the Cannons business could become in order to deliver new value in a commoditised marketplace – to extend the product life cycle and define how that Vision fitted with the Groups overall strategy to become a leading healthcare brand. The brand strategy had to deliver tangible integrated opportunities to the rest of the Groups businesses.



    Value Added/Solution*
    The Cannons estate has now transferred to the new name Nuffield Health Wellbeing with the specific objective of transferring the Cannons’ equity into the new brand name as well as attracting new, highly targeted consumers. The new brand will focus on owning the “Wellbeing” space by motivating consumers to proactively manage staying well through a holistic approach to health, nutrition, fitness and rehabilitation. The brand is representative of a longer term business strategy to create new value and it also fits perfectly into the Groups broader strategy of being a broader based healthcare brand.
    * Information made available in this case study is restricted to that which is in the public domain for confidentiality reasons and therefore is restrictive in nature.

    scientist Nuffield Health - the largest non-for-profit organisation in the UK
    “We do have ambitious plans to change the marketplace and the brand is integral to that change. The brand encompasses the whole future, the whole direction of the business.”
    Audrey Lynas, Nuffield Health
    www.nuffieldhealth.com


    Our Expertise
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    Branding to change the face of healthcare

    Consolidation for Growth

    Branding to support an aggressive growth strategy

    Repositioning in the nuclear industry

    Exporting a niche recruitment brand
    On Your Agenda?

    • Talent loss / retention

    • Undifferentiated business offer

    • Lack of alignment in the business

    • Difficulty in selling a complex
      proposition

    • Laborious decision-making

    • Disparate internal cultures across sites
      or territories

    • Loss of market share

    • Lack of staff engagement with the
      business

      To discuss how to get them off
       the agenda call: 020 7960 4170
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