Attention in Detail
As a distributor of high end interventional medical devices and instrumentation, UK Medical’s company positioning was leading to confusion. The Engine Room helped define a clear brand hierarchy to differentiate between the company and its partners’ brands.
The Business Challenge
With current marketing communications under-performing, UK Medical needed to increase the visibility and credibility of their corporate brand. There was a huge lack of awareness around who they were, what they did as a company and the value of their offer.
UK Medical needed to drive growth by positioning themselves as a design-led firm, leading the way in a fast-moving and innovative sector. It was important to increase stakeholder value and equity, in order to achieve further market penetration and access cross-selling opportunities.
Insight sessions established the real essence of UK Medical as a brand, their attention to detail and the passion and knowledge of staff.
As a distributor, UK Medical’s identity was lost against the backdrop of their ‘product’ brands, which had no defined architecture. They were a knowledge-based business being mistaken as a ‘box shifter’.
Questioning their approach and strategy, The Engine Room worked with the company to understand their scope and business vision and then define their required market positioning.
A new brand architecture enabled them communicate with ease and clarity about what they do, who they do it for, and the benefits of working with them. Combined with our design thinking and brand strategy sessions, we carried out customer and competitor research while testing brand developments through feedback groups.
Our team created a new visual identity for the company and worked alongside their staff to cascade this through their product brands. Every element of the business, from product selection to customer service and staff development, was fully optimised across all external, internal and digital communications.
- Turnover grew by 150% over 4 years.
- They acquired their biggest customer, CareFusion, in 2012.
- They are now part of one of the largest international medical device and healthcare brands.
"I just wanted to thank everyone at The Engine Room. The launch event for our brand exceeded all expectations and will live long in my memory as a very special day. I cannot thank you all enough; you have put UK Medical on the map!"Ian Aaron, Interventional Specialties Director