Care Hospital

Heart of healthcare in Saudi Arabia

Client:
National Medical Care Co.

Challenge:
Expand into new territories with more hospitals and health service offerings. Shifting from being perceived as a solely government/semi-government hospital to a hospital that serves all kinds of diverse patients.

Result:
An extensive brand assessment including a visual audit of their current position in the market. Resulting in the development of a robust brand strategy and a new visual language, logo and story for the brand.

Care Medial is a multidisciplinary private hospital that span across the Kingdom of Saudi Arabia. Offering state of the art facilities and modern medical equipment handled with the greatest warmth and experience.

With a core focus on people, Care Medical believes that from their first interaction, to their last, people need to feel engaged, heard and understood by healthcare professionals. Thus, Care Medical believes that healthcare doesn’t just stop at treatment. It is a complete experience for patients through people-focused thinking in all aspects of their operations.

To meet National Medical Care’s goals of changing perceptions and expansion, Skyne first had to assess their current standing in the market. What was the current brand equity? How was it measured against competitors and what perceptions does the brand hold today?
The brand audit allowed us to dive deep with thorough desk research, best practices and competitor deep dive, investigating published papers, trend watching and accumulated branding knowledge.

Thus, building up the care brand required us to divide the brand foundation into 4 separate parts, each of which would create a perception of the brand that exactly aligned with the future vision of the company.

These were:

1.      Expertise
2.     Innovation and advancement
3.     People centric decisions
4.     Unity and inclusiveness in healthcare

With the blocks set in motion, we built up the rest of the brand defining the story, the overall vision, promise and mission. Thus helping us achieve values for the brand and creating a personality and tagline that brings it all together.

One of they key criteria for National Medical Care was expansion. Challenge arose when planning future acquisitions of hospitals with lower brand equity. How will the hospitals successfully expand while retaining their brand’s equity? To solve this challenge, Skyne implemented a brand architecture model that guided the expansion seamlessly, accounting for every possibility allowing the brand to widen its horizon whilst not being diluted.

National Medical Care co. needed a revamped name to make it easier for people recognise and relate to them. As the original name was not as easily identifiable to its target audience, it didn’t provide enough brand equity, Skyne set out to adjust the name while remaining true to the original.

The use of the word “Care” was imperative alongside a word that allowed National Medical Care to be perceived as a hospital. The result was simple: Care Medical. With simple and to the point naming that gives the target audience the clearest and most transparent picture.

How we helped Care Medical realign itself to the Saudi healthcare vision