Post on 26-Jun-2015
description
© Further 2010
Branding an Academic Health Sciences CentreMore than intelligent design (although that’s important too)
© Further 2010
What’s an Academic Health Sciences Centre?The Department of Health’s name for the collaboration between a world-class research-led university and leading NHS teaching hospitals.
Replicating in the UK the model collaborations in such centres as Johns Hopkins in the US and Karolinska in Sweden
Creating world-class centres of research, teaching and care
Translating research from laboratory bench to the patient’s bed
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Who is involved?
Four proud, long established, and famous organisations
With all the (small p) politics of great academic and medical institutions
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Starting the process
Starting in 2007 aiming to complete the selection and validation process in 2009
Perception research, naming, brand definition and brand development very much part of the development process
Linked to the development of governance and working agreements
A small p partnership – not a takeover or a merger
The AHSC would therefore need to be both a supporting brand, and also a leading brand in its own right
© Further 2010
A brand is a living entity…the product of a thousand small gesturesNot just a logo, name or visual identity, but an organisation’s reputation and a commitment to certain standards – an impression – a promise – an experience – and a product
Brands are created in the minds of people
Existing and potential staff, customers, influencers, media, regulators, competitors – in fact everyone who comes into contact
…and your brand is delivered by every individual in and from the organisation
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An Academic Health Science Centre brand exists in an academic, social, political, economic, and increasingly, international context
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The process we follow
• Stakeholder audit
• Research as necessary – covering all main audiences
• Evaluate current brand
• Set criteria for evaluation
• Define brand
• Map brand expression and values
– Proposition – Personality
• Comms strategy
• Messaging
• Audience focused plans
• Appropriate tools and channels
• Visual design
• Engagement
• Campaigns
• Design enactment and delivery
• Evaluate
• Modify, refine and develop as necessary
• Tracking research
Discover Define DevelopDeliver Determine
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Discover
Worldwide and UK research exploring the existing brand equity of the partner organisations and a range of alternative naming routes
• 50 international and UK depth interviews Focus groups covering post-graduate students, patients, stakeholders such as GPs, PCTs and local authorities, governors and board members
Some surprising results regarding international and academic perceptionsBut clearly worldwide academic equity in the King’s nameLondon, probably the most richly diverse city in the world, also had value in its own right And overall, it was clear that the driving purpose of the new organisation would always be better patient outcomes
© Further 2010
The name
Worldwide recognition of leading research-led university
The unifying descriptor of the health and biomedical schools of KCL and the hospitals (both acute and mental health)
A working agreement – not a merger – and not technically a legal ‘partnership’
Kings Health Partners
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Define
The combination of • King’s College London’s spread of health and
health related schools (social policy, ethics etc)
• Three of London’s greatest teaching hospitals
• One of the best mental health trusts in the UK and the internationally famous Institute of Psychiatry
Pointed to a uniquely comprehensive offering
• better research, care, teaching and training for the body and mind
• delivered in London, for the ultimate benefit of the world
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A brand pyramid
Customers Proposition
What does it offer me?
Does it appeal to me?
Does it do in practice what it promises?
Personality Practice
PositioningPositioning
Stakeholders, internal & external
Competitors, opinion formers and influencers
Outside inThe things that influence how we position for success
Inside outDefining the proposition we believe will best drive enduring success
What you stand for, what makes you special and what you want to be famous for
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What is in the brand?
Improving the speed, efficiency and effectiveness of health research
Translational Research
Concentration on physical, mental and emotional health. And broader issues of medical ethics, medical law, Public health
Whole Person
Improving care, treatment and prevention of healthproblems for individuals and society alike.
Medical Advances
Working together in London, a world city, to deliver he best care for local patients in all their diversity
London and the World
Better health and well-being
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Putting that into a narrative
EssencePioneering better health for all
MissionTo advance health and well-being by integrating world class research, care and teaching
VisionTo be a world leader in improving health and well-being
ValuesWe put patient care at the heart of everything we do, attracting and developing the best people, collaborating to translate pioneering research into new standards of healthcare for London and the world
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Message platform
StraplinePioneering better health for all
DescriptorKing’s Health Partners is one of the world’s leading Academic Health Sciences Centres
PropositionKing’s Health Partners brings together in London the world’s best in research, care and teaching to pioneer better ways of advancing health and well-being
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Design
Seeking Differentiation• From NHS and medical norms
• From other UK AHSC candidates
Seeking distinction• International impact
• Image impact
• Colour impact
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Maurice Wilkins and Rosalind Franklin, together with Ray Gosling and other colleagues at King’s, made crucial contributions to the discovery of DNA’s structure in 1953.
In 1950 they obtained the first clearly crystalline X-ray diffraction patterns from DNA fibres. It was suggested that the patterns indicated that DNA was helical (spiral) in structure. Rosalind Franklin came to King’s in early 1951 and that summer she took the famous ‘Photo 51’ which showed it.
The genetic heritage
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The visual inspiration
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The launch
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The challenge was how to combine a proud and long history of academic and hospital excellence with an exciting and dynamic vision for the future – all in an increasingly competitive world
We wanted to create a brand with real ‘wow factor’
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The solution involved• Consideration of
all audiences• Alignment with strategy• Enactment across
all media• Engagement by all staff • Delivery before, during
and after• Creative insight
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Eigtheen months on the brand has had widespread approval, engagement and recognition.
And it’s even won Transform’s top branding award.
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Any questions?
© Further 2010
77 KingswayLondon WC2B 6SR
+44 (0) 20 7543 2000www.furthercreative.co.uk
Chris NorthT +44 (0)20 7543 2004M +44 (0)7778 268 459chris.north@furthercreative.co.uk
St Thomas’ Hospital Lambeth Palace Road London SE1 7EH
Anita KnowlesT +44 (0)20 7188 1554 M +44 (0)7879 466 770 anita.knowles@gstt.nhs.uk