The mere thought of a rebrand can send even the bravest of business folk into a frenzy of worry.
Rebranding – it sounds like a one-way ticket to the great unknown. But let's be real, for many health and wellness companies, rebranding doesn't have to be a total overhaul. Sometimes, all it takes is a subtle makeover to give your brand the boost it needs, without scaring off your loyal customers.
Maybe your brand has been working overtime and looks like it's been hit by the tiredness train. A little sprucing up could be just what the doctor ordered.
Or perhaps your business has pivoted to a new focus, necessitating a tweak in your name and logo.
It's like giving your brand a new pair of sneakers for this exciting new journey.
So, fear not, intrepid business explorer! Rebranding might just be the shot of espresso your brand needs to get back on track without losing its familiar charm.
Let's jump in...
While rebranding may conjure images of dramatic overhauls, it doesn't always have to be a radical transformation. In fact, sometimes, a healthcare company can achieve remarkable results by making subtle yet meaningful changes. This article delves into the reasons why healthcare companies might rebrand themselves and highlights how small-scale rebranding can be just as impactful as a massive overhaul.
Case Study: RVT Group - Incremental Rebranding Success
RVT Group, a provider of healthcare to the construction industry, they provide expert advice and specialist equipment to control dust, noise and fumes on site, decided to embark on an incremental rebranding journey to work in conjunction with a change of business name.
Phase 1: Logo and Visual Identity
We began by updating their logo and visual identity. The new logo featured a more modern design, as well as simplified elements. This change was subtle but immediately caught the eye of existing customers.
Phase 2: Website and Online Presence
The company then focused on its online presence. We revamped their website to make it more user-friendly, allowing online access to health resources and case studies. This not only improved patient satisfaction but also attracted new customers searching for on-site care options.
Phase 3: Employee Experience
To enhance the employee experience, RVT Group invested in staff training programs. Employees received training on products and effective communication, which improved interactions between staff and customers, fostering a more positive perception of RVT as a health and care provider.
Phase 4: Community Engagement
RVT Group began actively participating in community health initiatives. They organised on-site audits, and offered health education seminars. This increased community engagement demonstrated the company's commitment to the well-being of on-site workers.
Phase 5: Outreach and Marketing
Finally, the company initiated a targeted marketing campaign to highlight its commitment to on-site-centric care and community involvement. This campaign included customer success stories, showcasing the impact of the incremental changes on real individuals.
Why Rebranding in Healthcare?
The Incremental Approach to Rebranding
While massive overhauls can be effective, they come with substantial costs and risks. Incremental rebranding offers a more measured and cost-effective approach to achieving the same goals. Here's why it can be a viable strategy for healthcare companies:
Examples of Incremental Healthcare Rebranding
Rebranding is a strategic imperative for healthcare companies looking to thrive in today's rapidly changing landscape. While the idea of a massive overhaul may seem tempting, incremental rebranding can offer a more practical and sustainable approach.
By making subtle yet meaningful changes over time, healthcare companies can adapt to evolving market dynamics, enhance their reputation, and achieve their goals while minimising costs and risks. As demonstrated by the success of RVTGroup, incremental rebranding can lead to lasting positive impacts on patient satisfaction, community engagement, and overall brand perception.