BACKGROUND

Gulf Healthcare International is a Dubai based Healthcare group that invests in the healthcare industry in the GCC. Gulf Healthcare International currently owns laboratories and private clinics in the GCC. The business has been expanding its portfolio through acquisitions and joint ventures and required a branding programme comprising of strategy, architecture, nomenclature and corporate identity systems.

CHALLENGES

The aim was to come up with a strategic solution and branding programme for a business portfolio comprising of laboratories, established clinics, new acquisitions catering to a variety of markets segments. And allowing a flexibility that would accommodate expansion of new disciplines such as pharmacies and hospitals.

STRATEGIC

The aim was to develop a strategy and architecture to achieve maximum value on the business. After a brand audit comprising of workshops, customer research, focus groups, stake holder interviews, we built a strategy and architecture with a simplicity of structure to make Gulf Healthcare International more comprehensible to all stakeholders focusing efforts and investments on a few brands and made it flexible enough to accommodate the needs of Gulf Healthcare International going forward

Gulf Healthcare International was positioned as an investor facing brand, all other brands were external facing to their particular consumers and target audience. Based on this architecture we developed a positioning, nomenclature and Identity Systems for Gulf Healthcare International and for its brands within the clinic businesses that comprised of Peninsula Healthcare Group, Amber and Atria clinics.