Context
Victorian Heart and Lung Clinic is a leading Cardio-Thoracic Clinic attached to one of the largest hospitals in Melbourne – Cabrini. With highly qualified consultants, the Clinic had a lot of respect among general practitioners in and around Melbourne. Aaroh transformed their online presence and prioritised the objective of their core team members by building a positioning to project them in the appropriately as clinicians first.
CMO On Demand: Positioning and Key messages
- Key messaging document to understand the brand, its purpose.
- Developed the content around the global credentials of the consultants in treating for superior.
- Medical outcomes and also providing comprehensive care for women’s cardiac health – a major issue in Australia.
The positioning accentuated their strengths and uniqueness:
- Years of clinical and research experience of the consultants
- Global credibility and recognition received by the consultants
- State–of-the-art equipment for tests and procedures
- Clinical research on women’s cardiac health
Marketing on Tap: Asset Development
- Developed the logo, website, and all patient facing collateral aligned to the company’s new messaging, vision, mission and brand values.
- Website to change their online brand positioning from being an investigations clinic to a team of leading cardiologists from Australia and New Zealand.
- Developed complete set of stationery and collateral to re-emphasize their visual identity and messaging.
Impact
- Aaroh was successful in assessing and highlighting the USPs of the Clinic and position it appropriately by means of an effective storyline communicated to the audience.
- Victorian is now able to proudly broadcast itself to many GPs and patients beyond Word of Mouth – across Victoria and neighbouring states.
- Highly technical segment in a multi-cultural environment.
- Converted a stressful topic into a positive amalgamation of seriousness and positive outcomes, possible under the guidance of the highly experienced consultants.
- Versatility of Industry segments and geographies that can be handled by Aaroh was evidenced by this specialised, scientific content for a health market very different from India.
Aaroh is a leading global consulting firm providing SMEs a broad range of services to redefine their approach to their business operations. We enable SMEs to derive scale using the growth triad of Marketing, Technology and Finance.
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