programme stages
Start a Conversation ↗Case / Brand + Marketing
Making healthcare technology feel more personal and relevant to families.
Medical Devices & Healthcare Business · Medical Devices & Healthcare
At a Glance
ClientMedical Devices & Healthcare Business
IndustryMedical Devices & Healthcare
ChallengeRepositioning a medical equipment manufacturer for healthcare consumers
EnginesBrand + Marketing
Documented Evidence
What can be stated with confidence.
connected Engines: Brand + Marketing
human-centred brand essence
The Context
Technical credibility needed a more human connection.
A medical equipment manufacturer providing solutions across a range of healthcare needs wanted to connect its capability more meaningfully with families and healthcare consumers.
The Challenge
The visible brief was only part of the business story.
What Appeared to be Needed
A rebrand, new website and stronger market communications.
What Needed to be Understood
How to preserve medical credibility while making the brand more personal, accessible and emotionally relevant.
Our Approach
We placed people—not equipment—at the centre of the brand story.
A three-stage programme connected brand strategy and identity with reactivation, website development, marketing, sales, PR and campaign communications.
Key Findings
Trust in healthcare is both technical and human.
- Product capability alone did not create an emotional connection with families.
- The identity and website needed to express a more personal healthcare proposition.
- Marketing, sales and PR required a consistent brand direction.
The Architecture
The work connected the decisions that shaped what came next.
Brand Essence · Strategy · Positioning · Identity · Website
Marketing & Sales Planning · Social Media · PR · Campaign Assets
The Thinking
Healthcare becomes more relatable when the brand connects capability with care.
The brand essence—making healthcare personal—guided the identity, website and communications system.
Selected Work
From technical manufacturer to a more family-focused healthcare brand.
Strategy translated into a system the business could use.
Brand Strategy & Identity
Website Development
Marketing & Sales Plans
Social Media & PR
Strategic Progress
The brand developed a clearer and more human market expression.
Technology-led expression
Limited emotional connection
Fragmented communications
Family-focused positioning
New identity and website
Coordinated campaign communications
The WBP Perspective
In healthcare, credibility and humanity should strengthen each other.
This work was delivered by the predecessor team behind WBP; the client's current website may have changed since the engagement.