Santeon impact strategy and brand creation
Services provided by BR-ND People: Strategy (purpose, mission, vision, proposition, positioning, portfolio); Brand Expression (naming, design); Brand Culture (team sessions, values, behaviours, innovations)
Santeon aims to increase the quality of Dutch hospital care through transparent and customer-oriented innovation. Santeon is a group of 7 top clinical hospitals spread across the Netherlands. Together, they improve hospital care through the continuous innovation of treatments. The first steps towards becoming a strong national hospital brand were already taken in 2007. BR-ND People was then commissioned to develop an attractive new brand strategy. A particular challenge was to involve decision-makers from the hospitals and find the connecting meaning with each other.
We developed naming, design and the brand story through multiple co-creative sessions with participants from the various hospitals. Patients from the various hospitals were also involved. We designed a brand portfolio strategy and brand architecture that transfers and reinforces brand power between the individual hospital brands. A brand identity was also developed that drives the organizational strategy forward and strengthens unity step by step.
In 2013, we further developed the Santeon brand story and in recent years we have further strengthened the level of endorsement through adjustments to the brand architecture. In 2018, the time is ripe for Santeon employer branding to contribute to recruiting the best medical professionals for the future from the strength of the collective.
Over the past decade, BR-ND People has followed various tools and a composite approach to continue developing brand positioning, brand portfolio, naming and design in close consultation with clients from the various Santeon hospitals.
* Canisius-Wilhelmina Ziekenhuis, Catharina-ziekenhuis, Martini Ziekenhuis, Medisch Spectrum Twente, Onze Lieve Vrouwe Gasthuis, St. Antonius Ziekenhuis, Maasstad Ziekenhuis.
