Sanitas Brand positioning
| Fact |
Value |
| Contact |
Madrid |
| Client |
Sanitas |
| Project |
Brand positioning |
| Industry |
Healthcare |
| Timeline |
31 Months
Feb 03 - Sep 05 |
| Services |
Corporate Design
Brand Architecture
Information Design
|
| Team size |
5 The Brand Union
3 Client |
Private health Insurance is a growing and changing market in Spain. The improved National Health Services, new private players and more demanding consumers, make leader brands focus on brand differentiation to keep their share and perception as better service providers.
Sanitas, a brand pioneer in the local market, identified those market challenges and decided to reinforce its brand positioning to maintain its leadership. At the same time, Sanitas became part of the international Bupa Group, which required a global brand alignment.
Based on the local market situation and current brand relationship with its customers, Sanitas brand values were revised and redefined, within Bupa Group brand strategy. Also, an internal values launch programme was developed to reconnect Sanitas employees with the brand.
We developed a full review of the customer journey to identify the opportunities to improve customer experience. We redesigned customer targeted documents, brand architecture and internal launch materials. Also adapted its global guidelines and tone of voice to align the Sanitas brand with the BUPA group.
Sanitas brand strategy was reinforced by keeping its existing equity, evolving accordingly to market demands and, at the same time, meeting the international group brand strategy.
