| CML Healthcare
2010 REBRAND 100 Winners > notable
Industry: Healthcare/Pharmaceuticals
Enterprise Rebrand
Country Base: Canada
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Since its establishment in 1971, CML HealthCare diagnostic medical clinics have played a critical role in helping to manage the health of millions of patients in North America. The diagnostic medical industry remains largely fragmented, therefore presenting a substantial opportunity for CML HealthCare to raise its profile with an integrated brand strategy.
Challenge - Faced with rapid expansion across North America, CML required an integrated strategic brand communications platform that achieved the following objectives:
Revitalize and differentiate the brand on a global level;
Ensure consistency across all communication mediums;
Drive awareness of all diagnostic medical test offerings;
Streamline brand acquisitions and standardize brand extensions.
Strategy - The brand revitalization process began with independent market research into the diagnostic medical decision matrix and drivers of loyalty for patients, physicians and employees. Methods included online surveys, one-on-one interviews and focus groups. In 2009, the results of these efforts were launched across all channels:
Distinctive x-ray imagery of nature-inspired elements were adopted to allegorically reflect the mission of the company, Care. Confidence. Comfort.TM and various services CML offers;
A harmonious colour palette representative of the emotional tonality conveyed by the brand was standardized across all communications elements;
The original wordmark was preserved to help leverage the existing equity with key stakeholders.
Result - The revised brand strategy positions CML HealthCare as a customer-focused brand reflecting a compassionate and personal patient experience. Significant increases in organic growth despite the current economic climate provide clear evidence the revitalization efforts have strengthened CMLs position in the hearts and minds of its customers.
Credits:
Client: CML Healthcare - www.cmlhealthcare.com
Brand Strategists/Designers: Interbrand - www.Interbrand.com
Brand Strategists/Designers: Cundari - www.cundari.com
Brand Strategy:
Director, Marketing Communications/Business Development: Tim Jones
Manager, Marketing Communications: Anna Shynlova
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