Reinforcing brand leadership in an ethical category

BMI Healthcare is the UK’s biggest private hospital group. Passionbrand worked with the ambitious management team to craft a distinctive brand positioning to help reinforce the stature of the brand, and signal its capabilities in more advanced and complex surgical procedures.

The eventual positioning recognised and celebrated the pivotal role of the consultants who choose BMI Healthcare for their private practice. The message to patients and insurers was simple: if more consultants choose BMI than any other private hospital group, for good medical reasons, perhaps you should follow their lead. Passionbrand’s remit included recommendations for how the positioning would be manifested at all levels of the business, from design of hospital reception areas, to web-based marketing.

Subsequent projects have involved NPD and naming for the group’s health screening business.

“It was a great pleasure working with Passionbrand. They took time to understand our business and engage with as many people as possible. Their insight and thoughtful approach was invaluable in helping us to reach a real point of differentiation in the market. I would have no hesitation in recommending them and look forward to working with them again in the future.”Belinda Moore, Marketing DirectorGeneral Healthcare Group