Sector
Cancer centres
What we did
Brand strategy
Brand positioning
Naming
Rebranding
TOV and content
Activation
The task
GenesisCare is a leading provider of cancer care. Their urology clinics provide patients with an opportunity to have a wide range of symptoms investigated and diagnosed rather than having to wait and worry. Often the diagnosis will be something other than cancer so we needed to create a branding strategy and content to reflect a broader range of health conditions, yet still fit within the GenesisCare brand portfolio.
UrologyHub
UrologyHub, a place to go for all things Urology
Sector
Hospital
What we did
Brand Strategy,
Brand Positioning,
Naming,
Rebranding,
TOV and content,
Activation
The task
GenesisCare is a leading provider of cancer care. Their new urology clinics were set up to to investigate a wide range of common symptoms. Often, the diagnosis will be a non-cancer condition, so we needed to create a brand name and identity that reflected a broader range of health conditions, yet still fitted within the GenesisCare brand portfolio.
UrologyHub
UrologyHub, a place to go for all things Urology
Work
Our solution was to create a service brand name, UrologyHub.
We developed a subtle brand system to complement the strong visual identity of the GenesisCare parent brand. Using the same font and colours, but no brandmark, UrologyHub is designed to sit alongside the parent brand. It signposts the various symptoms and conditions within the Urology portfolio around the proposition, “I don’t want to wait and worry. I want to find out the answers I need, get expert treatment and get on with my life”
Result
The UrologyHub concept has successfully launched across six major diagnostic centres. It has attracted urologists who now run regular clinics and bring their patients to the GenesisCare cancer network. A rich source of online content and paid search maintains a flow of patient enquiries.
