Objective

Establish a healthcare innovation programme for long-term client Cisco that engages clinicians, academics, NHS estates and IT teams, building influence and helping to move beyond small-scale trials. All without raising any concerns around a US company coming into the NHS.

Strategy

Build a separate identity for the programme outside of Cisco’s brand that brings together multiple audiences; Acknowledge the challenges facing the NHS but be optimistic and bold about the potential of tech to address these; Establish strong messaging based around the concept of ‘bottom-up innovation’ as a new approach; Design and deliver a strong always-on content programme with key campaign moments that shine a light on deployments through video case studies that put the focus on the people and outcomes, rather than the tech.

Creativity

All too often tech healthcare programmes are presented as futuristic and far removed from where the NHS is today. The end result? They don’t resonate and are easy for overworked frontline staff to dismiss as something they don’t need to think about right now. We needed a different approach. Our accessible brand uses white as the primary colour - providing a crisp, clinical background which is warmed up through the use of primary colours which align with Cisco’s corporate brand palette. An illustrative approach has helped ensure our creative is inclusive and avoids the use of stock imagery which is often unrealistic / heavily ‘sanitised’. In this way we have created something familiar and non-threatening for our target audiences, while case study films featuring front line workers helping to grab attention and interest.

Results

%+

+