Case RedSalud
Industry
Healthcare
Services
Brand Strategy and Design – BBK One
Client
RedSalud
Year
2019
Challenge
Unifying Multiple Brand Identities.
RedSalud, Chile’s largest private healthcare network, faced the challenge of unifying multiple identities under a single brand architecture. BBK Group was selected to lead this comprehensive brand creation process, with the primary objective of consolidating RedSalud as a coherent, recognizable, and leading brand within the country’s healthcare sector.
RedSalud operated with more than 30 different brands, each with its own identity and objectives. This created market confusion and limited the network’s reach and brand recall. The challenge was to integrate all these brands under a unified architecture that truly reflected RedSalud’s values and mission.
Solution
Multidimensional Research: Understanding the Context.
The first step in the brand creation process was an in-depth analysis of the healthcare context in Chile. BBK Group implemented a multidimensional research methodology that included:
- In-depth interviews with RedSalud employees and other key stakeholders to capture both internal and external perspectives.
- Quantitative studies to analyze brand perception and understand patients’ needs.
- On-site visits to clinics and medical centers across the country, conducted by anthropologists, to understand the patient experience and operational dynamics.
- International benchmark analysis to identify best practices in healthcare brand creation.
Defining the Brand Essence.
As a result of the research and multiple collaborative workshops with executives, physicians, and other employees, RedSalud’s Brand Essence was defined:
- Positioning: To be the largest and most accessible private healthcare network in the country.
- Key attributes: Human warmth, quality at a fair price, and availability.
- Brand personality: Warm, transparent, and professional.
- Purpose: To welcome, care for, and heal Chilean families.
These elements laid the foundation for building a strong and coherent brand identity.
Visual Identity Development.
BBK Group developed a new visual identity for RedSalud that clearly reflected its Brand Essence. This process included:
- Design of a new logo, featuring two intertwined stethoscopes, symbolizing the connection between patients and healthcare professionals.
- A color palette designed to convey trust, empathy, and professionalism.
- A comprehensive brand guidelines manual, detailing the application of the visual identity across all touchpoints, from printed materials to digital platforms.
The new visual identity was implemented across all RedSalud clinics, medical centers, and digital channels.
Omnichannel Strategy Implementation.
La estrategia omnicanal desarrollada por BBKGroup garantizó la coherencia de la marca en todos los puntos de interacción con los pacientes. Los principales aspectos de esta implementación fueron:
- Optimization of physical spaces: Redesign of clinics and medical centers to align the in-person experience with the new visual identity.
- Digital experience transformation: Website and mobile app updates to improve digital interactions.
- Staff training: Ensuring all employees understood and embodied the brand’s values in their daily interactions.
Results Achieved.
The brand creation process had a significant impact on RedSalud’s perception and positioning:
- 41% brand recall in 2023, positioning RedSalud as the most recognized healthcare network in the country.
- Improved patient experience, increasing satisfaction and loyalty.
- Stronger internal culture, aligning all employees with the values and objectives of the new brand.
BBK Group
The Power of a Comprehensive Brand Creation Process.
RedSalud’s experience demonstrates how a well-planned and well-executed brand creation process can transform an organization’s perception and positioning. Thanks to BBK Group’s expertise, RedSalud not only unified its identity but also strengthened its connection with patients throughout Chile.
BBK Group stands out as Chile’s leading brand and business transformation consultancy, delivering end-to-end solutions from strategy to execution.
Project Metrics
Interviews and visits carried out in the project.
257
Interviews conducted.
20
On-site visits across Chile.
20
Archetypes developed.
