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About the business
The Independent Health and Wellbeing Group provides companies with women’s healthcare services including specialist menopause care and health screening solutions. From interactive webinars and training days, to in-office clinics and menopause advocate training certifications, The Independent Health and Wellbeing Group is on a mission to make UK workplaces more inclusive and supportive for all.
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The problem
Founders Hazel and Tim already had medical businesses helping countless members of the public with a range of healthcare services. But they weren't ready to stop there... they wanted to find a way to target the corporate market and offer their expertise to businesses around the UK.
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The solution
The founders worked with The Marketing Plot to launch a new business into the market, from brand design, to their go-to-market strategy.
In the dynamic world of health and wellbeing, breaking through the noise requires more than just a splash of colour; it demands strategic innovation. The Marketing Plot stepped up to the challenge when approached by The Independent Health & Wellbeing Group to design and launch their business into the market. Let's dive into how this collaboration unfolded:
1. Crafting a Strategic Pivot:
The journey began with The Marketing Plot's keen insight into market dynamics. Recognising the potential of corporate offerings, they crafted a strategic pivot for medical group, steering away from direct-to-consumer services and bundling offerings into accessible corporate products. This laid the foundation for a targeted and impactful market entry.
2. A Brand That Pops:
The fist step was to mature the existing logos in the business group that could align with one another and create a consistent group structure for the founders.
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The Marketing Plot and the wellbeing team were adamant about breaking away from traditional medical brand norms. They envisioned a brand that exuded professionalism while putting people, their clients, at the forefront. No more clichéd medical symbols; instead, the focus was on the human aspect of health and wellbeing. The brand also needed to be malleable: easily used using Canva and without bespoke photos or illustrations that would be costly to the business. The Marketing Plot's team worked closely with The Independent Health & Wellbeing Group to bring this vision to life, creating a brand that stood out in the competitive market.
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3. Designing the Visual Identity:
Once the brand direction was set, The Marketing Plot seamlessly transitioned into designing and delivering brand assets. From eye-catching brochures to professional email signatures, every element was carefully crafted to reflect the essence of The Independent Health & Wellbeing Group. The website, a crucial touchpoint for the audience, was built on WIX for accessibility, ensuring that the corporate leadership teams could navigate and engage effortlessly.
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4. Launching with Impact:
Timing is everything, and The Marketing Plot orchestrated a launch event during World Menopause Week to make a significant impact. The event aimed to educate corporate leaders on menopausal symptoms and their potential impact on employees, while introducing The Independent Health & Wellbeing Group to the world.
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To amplify the Bristol-based event and launch, the business was positioned in the media spotlight; a compelling video coverage featured on the BBC, coupled with an engaging interview on BBC Bristol radio, ensured widespread awareness and recognition. These media publications not only showcased the business but also positioned it as a thought leader in the health and well-being space.
5. Ongoing Support Through The Outsourced CMO Subscription
Following the launch of the new brand, The Independent Health And Wellbeing Group continue to work with The Marketing Plot through the outsourced CMO subscription. The team are focussed on building communication channels between the brand and the corporate market, amplifying thought leadership and awareness through LinkedIn, crafting outbound targeted campaigns and delivering evergreen SEO-focussed resources on the website.
The team are also working together to gradually rebrand the other companies within the group to align their visual identities.
"It's so great working with the team at The Independent Health & Wellbeing Group. They dive into every project head-first, and the care they provide for their clients is reflected in how they treat their team and people they work with. I look forward to continue working with them in 2024, and take them to new heights in the corporate market!"
