IntroductionISCARE I.V.F. a.s. was founded in 1994 as a private health care facility andsince 1995 the company has been providing specialized medical services inthe field of assisted reproduction. During its operation on Czech market, theclinical centre has broadened its services by establishing The Centre forObesity Treatment (in 2005). The centre has been offering approach ofcomplex treatment of obesity utilizing the newest surgical methods. In 2007,ISCARE opened the The Clinical and Research Centre for InflammatoryDiseases, where the patients with Crohn disease and ulcerous colitis aretreated. The same year, Plastic Surgery clinic was opened.
PHASE #1 – ANALYSISDuring the detailed analysis of the state of corporate presentation, these problemshad been found out:• brand/logo wasn‘t modern, it showed formal negatives, f.e. the logo contained the abbreviation of „akciová spolecnost – a.s.“• the brand was too complicated and was unreadable in small sizes• due to the unprofessional and old-fashioned design, the brand was not competitive• design of the brand and websites were presenting the company as a conservative and regional one, oriented towards the bureaucracy• design of the logo was used differently on various applications and did not suit for the internal orientation• employees were not identified with the brand and did not perceived it as an important part of the presentationFurthermore, detailed mapping of the competition‘s behavior in the areas of CI and PR wascarried out, as well as benchmarking.
PHASE #2 – STRATEGYIn order to change the visual presentation, following steps were proposed :• creation of the new modern brand and keeping the old traditional brand as a part of the new logotype, to preserve the competitive advantage – tradition (part of the idea was that the traditional brand could be removed in the next period)• creation of the new modern presentation in the advertising style, using elements of attractive motives, animation and current designs in accordance with the European and world trends in the given industry• creation of a manual of the basic usage of the brand for corporate presentation• creation of the new system of brand‘s presentation• innovation of the internal orientation system in preset steps• change of the products and activities of the clinical centre in order to support the brand (pharmacy, meetings of parents and kids,…)• overview of potential partners and media for the further development of corporate presentation of the brand
PHASE #3 – IMPLEMENTATIONFollowing procedures and mechanisms were implemented:• the new modern version of Iscare‘s logo, new websites and new internal communication were created as well as aspects of the new corporate presentation• selection procedure of the PR services provider• the annual budget for the promotional activities was set (taking into account the optimization of costs in comparison with the previous years)• designing of media priorities and campaigns as well as the annual schedule and overview of events for the center‘s presentation• implementation of regular monthly monitoring and evaluation of PR activities and steps in area of Design & CI• renewal of internal communication in the form of team-building activities and rules of employees behavior in order to identify them with the brand of clinical centre• new brands for the presentation of the center and its activities were created (f.e.: logo of 15th anniversary of the foundation, traditional logo, logo of the Banding club, etc.)
PHASE #4 – MAINTENANCEIn order to maintain the set changes, following mechanisms were implemented:• monthly evaluation of media results (based on the preset goals)• monthly evaluation of applied steps in the scheduled implementation of the new visual style of the centre‘s presentation (in the form of report for the management)• handover of graphical manual and effective rules for corporate identity and presentation of the centre• provision of media lobbing and monitoring of the competition and centre‘s activities• regular and annual activities to support internal communication• actualization of the visual style of campaigns and activities of the clinical centre• training of the management and employees in the personal image/presentation and usage of the corporate identity rules
ACHIEVED RESULTSModernization of the Iscare logo: Original logo:New logo:
ACHIEVED RESULTSNew visual presentation and logotypes: