Positioning Qualitas In Supporting GPs for Better Patient Outcomes
Context
Qualitas, a leading healthcare advisory and training services company, is dedicated to improving the work-life of GP practices in the UK through learning and development, aiming for better patient outcomes. Despite being a trusted provider for the NHS for several years, Qualitas needed a refreshed brand identity and positioning to reflect its gravitas and align with its evolving market presence.
Services Provided
Growth Animals, in partnership with xHeight, provided a comprehensive rebrand for Qualitas, including a refreshed visual brand identity, brand positioning, strategic workshops, stakeholder interviews, and rollout across marketing assets and communication channels.
Objectives
The goal was to evolve Qualitas’ brand identity to a more modern and professional look while staying true to its core elements. Additionally, we aimed to create a brand positioning and messaging strategy that resonated with key stakeholders and showcased support for the professionals Qualitas serves.
Strategy
Growth Animals conducted a strategy workshop with key stakeholders to uncover the tensions and aspirations of the business. We profiled the challenges and opportunities for the priority target audiences to build a robust brand positioning and messaging strategy. This strategy was tested through one-on-one interviews with clients and wider stakeholders to ensure its effectiveness.
xHeight expertly evolved the brand identity by retaining core colors and the use of circles, while introducing modern fonts, gradients, and styles to create a professional and contemporary look.
Results
The collaboration resulted in a modernised brand identity that maintained the essence of the original branding but reflected a more professional and current image. The brand positioning and messaging resonated deeply with the target audience, showing strong support for the professionals served by Qualitas. This new strategy was successfully rolled out across various marketing assets and communication channels, enhancing Qualitas’ market presence and stakeholder engagement.
“Partnering with Growth Animals and xHeight has been transformative for Qualitas. They truly understood our mission and helped us modernise our brand while retaining our core identity. Their strategic approach, from workshops to stakeholder interviews, ensured our new positioning resonated with our audience. The refreshed brand identity and messaging have significantly improved our engagement with GP practices and other stakeholders. We are now better positioned to support the professionals we serve, thanks to their expertise and dedication.”
