Research and brand alignment for Horder Healthcare.
Horder Healthcare is a healthcare provider renowned for orthopaedics and musculoskeletal treatment. Having recently acquired The McIndoe Centre, Horder required some external guidance on how to align the new hospital with its existing brand. The main concern was how best to market their different specialisms, whilst still communicating their charitable aims.
We adopted an insight-driven approach to the brand development, undertaking research with their key audiences and stakeholders. This included patients, hospital staff, consultant surgeons and Board Members. We also carried out competitor research, facilitated a brand workshop and focus groups.
The research findings have been used to to shape messaging, tone of voice, use of imagery and brand hierarchy for Horder Healthcare and its centres. We have updated the client's brand guidelines and have written a new strap line, that in just three words communicates the essence of the brand offering: Happier - Healthier - Horder.
The new brand messaging has helped to shape many of Horder's communications including their seasonal magazine Making Strides, which is designed, printed and mailed by Drummer.