ifour was appointed as Design Services Partner to Benenden Hospital Trust in June 2017. Our brief was to quickly plug into this busy private hospital’s marketing function to deliver hard-hitting campaigns and revitalise the hospital brand in the run-up to the opening of its new, multi-million pound hospital building in April 2018.
The hospital is wholly owned by mutual healthcare provider, Benenden Health. It provides discretionary treatments and services to the Society’s members, patients referred by NHS or private medical insurers and private ‘self-pay’ patients who meet the full cost of treatments and procedures themselves.
The Trust operates in a crowded, highly competitive market, particularly for private, ‘self-pay’ patients. The challenge has been to rapidly develop distinctive campaigns for the hospital’s services to lift its offer head and shoulders above its competitors’. There was also a need to create more impactful ‘business as usual’ marketing material to build brand awareness.
We hit the ground running, adapting our approach to simultaneously deliver campaigns and work with the hospital on longer-term plans to reset their marketing strategy, develop the Benenden Hospital value proposition and build momentum towards the grand opening of the new hospital building.
In our first year of working with the hospital we produced nine fully integrated marketing campaigns, launched two entirely new services and created a suite of new marketing collateral. We also developed on-site materials for the hospital’s annual roadshow and the Grand Opening of its new building.
We were also commissioned to manage the hospital’s social media channels. We used this opportunity to reinforce this revitalising of the brand through an energetic social media strategy Our solutions blended a fresh, new, targeted concept for each campaign whilst reinforcing the overall brand identity for ‘business as usual’ marketing and brand building.
The women’s health service, MonaLisa Touch™ and the Private GP appointment service both outperformed expectations. The Grand Opening event for the general public attracted over 1,000 attendees from the South East.
Social media activity has boosted attendance at open events by 75%. Messages and comments received have increased by 4.5%, whilst impressions across key channels have gone up by 23.3%.