An ‘A brand’ within the healthcare sector

TerGooiziekenhuizen is a modern hospital offering a broad range of disciplines that came into being as a result of the merger between the Hilversum and Gooi-Noord hospitals. Following the merger the hospital was keen to present itself as an ‘A brand’. Both the new name and the organisation’s colourful visual identity had to be kept strictly under wraps until the open day for contacts and patients.

Our task was to realise the complete rebranding project in secret in the space of 18 weeks.

We analysed which divisions and processes would play a role in the rebranding. In addition, we managed all budgets and schedules, and supervised third parties. The project board that was set up reported to the Management Board at least fortnightly to discuss how the project was developing. These short lines of communication with decision-makers ensured that there were no delays in the decision-making process. The result: the schedule was kept to and expenditure remained well within the budget.

We would never have been able to realise a project of this scale without the professional and thorough approach of the NykampNyboer team. They found a solution to virtually every problem and their expertise and commitment were exceptional.

Claudia Zuiderwijk, Chair of the Management Board of TerGooiziekenhuizen

Partly thanks to its new visual identity, TerGooiziekenhuizen carried off the NIMA Marketing in Healthcare Award and, in spite of the merger, achieved second spot in Elsevier’s ‘Best hospital in the Netherlands’ ranking in 2007. TerGooiziekenhuizen has concluded a Service Level Agreement to ensure that an optimum visual identity is guaranteed.