Healthcare At Home: Healthcare At Home

Credits & Description:

Titile: Healthcare At Home
Agency: Langland
Brand: Healthcare At Home
Country: United Kingdom
Advertising Agency: Langland, Windsor
Entrant Company: Langland, Windsor
Media Agency: Langland, Windsor
Pr Agency: Langland, Windsor
Production Company: Langland, Windsor
Account Manager: Charlotte Huyton (Langland)
Senior Producer: Gareth Wakeham (Langland)
Executive Creative Director: Andrew Spurgeon (Langland)
Account Director: Charlie Hunt (Langland)
Account Executive: Billy Johnson (Langland)
Senior Producer: Claire Martin (Langland)
Senior Copywriter: Michael Pogson (Langland)
Art Director: Tim Jones (Langland)
Campaign Description:
We repositioned the brand around a simple insight that could speak to any audience: When something happens, when you’re at your most vulnerable, your first instinct is to get back home. It’s a desire we all share, and provided a platform for the brand to communicate in a way that resonated with everyone from pharmaceutical and NHS Trust executives, to physicians, pharmacists, patients, and even potential new recruits.
Outcome:
The campaign generated 66,573 website visits in the 1st 3 months, a 28% uplift from the previous 3 months. Between 2014 and 2016, trust in Healthcare at Home rose from 46% to 76%, and those willing to recommend the company from only 17% to 63%. Online customer engagement and brand recall doubled, and feedback has consistently validated the key insight and brand proposition.But it’s not just the customers who have changed their opinion. Research shows employee sentiment has also turned around. People are now uniting behind a brand they feel truly communicates the value and quality of what the company is all about: providing the care people need, in the place they most want to be. Home.
Brief with projected outcomes:
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Audience:
The audience was complex, primarily senior executives within the pharmaceutical sector, however NHS Trust executives were just as important, their trust and confidence was the number one consideration for pharmaceutical executives. Our primary objective of the re-brand was to re-build trust, confidence, and positive sentiment amongst this audience.
Synopsis:
Healthcare at Home are market leaders in providing clinical care for patients in their own home. But in 2014, operational issues impacted their performance, damaging the brand’s reputation. Healthcare at Home asked us to help them rebuild trust in their service by repositioning the brand around an insight that could speak to a complex and diverse audience. The objective was to re-establish the company as the market leader, creating a brand that gave people something to believe in, and showing the world how important Healthcare at Home services are.
Strategy:
Due to the enormity of re-branding an entire company, we phased the roll-out, pushing out internal communications first followed by external communications. The new brand identity, fundamentally transforming the company from the logo upwards, was fully integrated across the entire business. Internally all office space, IT systems, communication platforms, stationary and company values were updated. This ensured all employees were on-board with the new identity and messaging.Externally a multi-channel advertising campaign was launched to promote the new brand identity and proposition statement. Our target audience was reached by launching the campaign through digital media channels not usually employed in this sector, such as Google and LinkedIn. This was done alongside traditional customer engagement such as conference activity, press publications and white paper activity. All customers were delivered to a fully responsive brand corporate website. This coincided with a recruitment campaign, all unified under the same brand insight.
Execution:
Photography captured the intimate sense of nurture experienced in your own home, and featured across all the collateral, including press and digital assets. The logo was redesigned to communicate ‘place’, more closely reflecting the company’s offering.