Stage one - Brand discovery
Wellbeing Software, a Citadel Group Company, is a leading healthcare technology provider.
The Citadel Group originally operated as 4 specialist silos, specialising in healthcare IT solutions for various sectors of healthcare, primarily the NHS. These include Radiology, Maternity, Data Management and Electronic Forms.
Wellbeing came to us back in 2018 after we were recommended to them based on our experience of delivering successful brand strategies and development, including the healthcare sector.
We were initially asked to look at the company's existing branding as the business had grown and the branding no longer gave a true representation of the business as the market leading provider of healthcare software solutions.
Additionally there was a desire to position the business for an imminent sale. Upon reviewing the proposed requirements, we found there was a bigger challenge/opportunity as the company was in fact four separate businesses that sat within an invisible private equity group.
Furthermore, each business in the Citadel Group was located in a different part of the country, had its own specialist sector and operated as a silo, with very little communication between them or understanding of each other’s products and services.
Our challenge was to encourage greater collaborative working and a better understanding of capabilities across the collective so they could work together to encourage collaborative working, increase sales opportunities across the collective and form a Group Company for the planned sale rather than a group of silo companies in order to optimise the sale value.
What we did…
Discovery and branding workshops
Our first step in the process was to plan a series of eight discovery and branding workshops which involved all employees, across all locations. The purpose of the workshops was to gain a full understanding of each business’s culture, capabilities, sectors, strengths, weaknesses and opportunities. The workshops were designed to be team-based to encourage full collaboration and were inclusive of all personnel. Each exercise was reviewed by participants and all activity was recorded so employees could continue to analyse their findings away from the workshops.
We suggested Wellbeing Software participate in some client and sector research, where clients and users of healthcare technology were asked to rank brands on brand awareness, trust, market share, ability etc.
The brands included in the research included Wellbeing Software’s current brands, their competitors (national and international) and the proposed Wellbeing Software brand (yet to be released).
In all instances, those interviewed indicated they felt they knew of the ‘Wellbeing Software’ brand and even ranked it higher than all the client’s existing brands. Additionally, in all but one instance, Wellbeing Software was ranked higher than the established competitors and multinational brands . This research clearly indicated there would be early adoption of ‘Wellbeing Software’ as a brand and that the perceived values of this brand would be much higher than the clients existing brands.
The branding workshops were incredibly insightful for both the employees and management. Despite the fact the four companies had little-to-no involvement with each other, the workshops clearly demonstrated they all had common objectives.
The workshops also revealed that each company shared the same challenges. Employees discovered they were feeling isolated and desired to work more closely as a team to improve product development and patient care.
A more practical discovery from our research was that we uncovered a domain name held by the group which was not in use. This domain provided the perfect vehicle to create an overarching group - “WellbeingSoftware.com”.‘Wellbeing Software’ encapsulated the essence of all four of the existing companies - to increase the capability of healthcare professionals to improve the wellbeing of patients. Wellbeing Software was the perfect umbrella should additional healthcare solutions be added to the offering.
We then began transitioning the individual companies into their specialism with the brand names becoming product names under the ‘Wellbeing Software’ umbrella.
The foundation was set to create ‘Wellbeing Software’ the brand…
What we achieved…
Working to strict deadlines, which the client thought to be near impossible, we were able to deliver the brand rollout for a key trade event.
Not only did we pull out all the stops to deliver the branding on time, we exceeded expectations to deliver a new website, design and installation of a new exhibition stand, production of launch presentations and animations, product literature and promotional materials, all in time for the event.
The launch was hailed a success and received an overwhelmingly positive response from clients, users and competitors alike.
The rebranding positioned the company as a single ‘group’, giving the Wellbeing Software brand increased visibility and enabling the company to optimise cross sector sales opportunities. This consequently added value to the brand for the proposed sale, which was completed 18 months later, achieving the clients objective in terms of sale price. The rebrand also renewed energy and unity within the Wellbeing team and gave them a brand they could be proud of.