Case study

MediClinic International is a private hospital group focused on providing acute care, specialist-oriented, multidisciplinary hospital services and related service offerings. Science is placed at the heart of their care process by striving to provide evidence-based care of the highest standard. Patients receive controlled and customised treatment, orchestrated by a team of medical professionals devoted to delivering the best possible clinical outcomes in multidisciplinary facilities of a world-class standard. The core purpose is to enhance the quality of life of their patients by providing comprehensive, high-quality hospital services in such a way that the Group will be regarded as the most respected and trusted provider of hospital services by patients, doctors and funders of healthcare.

MediClinic International, founded in 1983, is an international private hospital group with operations in South Africa, Namibia, Switzerland and the United Arab Emirates, and has been listed on the JSE, the South African securities exchange, since 1986. The Group’s head office is based in Stellenbosch, South Africa.

01 | Audit and research

We started by assessing the current market environment and relevant market segments. Desk and field research was supported by market analysis, helping us determine market and trend assessments, which was then all captured in a comprehensive market hypothesis and an initial conclusion to aid in the next phase of brand evolution.

02 | Ideate and streamline

We then assessed the brands’ current personality, according to its substance, position, structure, communication activity and core components. Conclusions of market analysis and brand assessment were merged into a comprehensive road map, which set the tone for the next phase: ideating and streamlining a sustainably beneficial strategy for the brand, including its structure, personality traits and positioning.

03 | Conceptualize and publish

Finally, we conceptualized and defined the brand communication strategy, evolved the brands’ core brand elements, refined the brand communication strategy and laid the groundwork for additional brand promoters.