The RedSalud Branding Process with BBK Group

New brand, Brand Essence, to integrate diverse health and dental center networks scattered across the country.

Industry

Services

Challenge

Unifying Multiple Identities

RedSalud, the largest private healthcare network in Chile, faced the challenge of unifying various identities under a single brand architecture.

BBK Group was selected to lead this comprehensive branding process, whose primary objective was to consolidate RedSalud as a coherent, recognized, and leading brand in the country’s healthcare sector.

Solution

A new Brand Strategy and Architecture

After analyzing a large amount of multidimensional data and projecting the future business strategy, we consolidated a new brand strategy and architecture, unifying a sense of purpose, attributes, culture, and personality.

RedSalud operated with more than 30 different brands, each with its own identity and objectives. This created confusion in the market and limited the reach and recognition of the network. The challenge was to integrate all these brands under a unique architecture that reflected the values and mission of RedSalud.

Multidimensional Research: Understanding the Context

The first step in the branding process was an exhaustive investigation of the healthcare context in Chile. BBK Group implemented a multidimensional research methodology that included:

In-depth interviews with RedSalud employees and other stakeholders to obtain internal and external perspectives.
Quantitative studies to analyze brand perception and patient needs.
Field visits to clinics and medical centers throughout the country, conducted by anthropologists, to understand the patient experience and the operation of the facilities.
Analysis of international benchmarks to identify best practices in the creation of healthcare brands.

Defining the Brand Essence

As a result of the research and multiple collaborative workshops with executives, doctors, and other employees, the Brand Essence of RedSalud 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 the families of Chile.

These elements laid the foundation for building a solid and coherent brand identity.

Development of Visual Identity

BBK Group created a new visual identity for RedSalud that reflected its Brand Essence. This included:

Design of a new logo, which integrates two intertwined stethoscopes, symbolizing the connection between patients and medical staff.
Color palette designed to convey trust, empathy, and professionalism.
Brand manual that details the use of the visual identity at all touchpoints, from printed materials to digital platforms.

The visual identity was implemented in all RedSalud clinics, medical centers, and digital channels.

Implementation of an Omnichannel Strategy

The omnichannel strategy developed by BBK Group ensured brand consistency across all patient interaction points. The main aspects of this implementation were:

Optimization of physical spaces: Redesigning clinics and medical centers to align the physical experience with the new visual identity.
Digitalization of the user experience: Updating the website and mobile applications to improve digital interaction.
Staff training: To ensure that all employees understood and represented the brand’s values.

Results

Results Achieved

The branding process had a notable impact on RedSalud’s perception and positioning:

41% brand recall in 2023, becoming the most recognized healthcare network in the country.
Improvements in the patient experience, increasing satisfaction and loyalty.
Strengthening of internal culture, aligning all employees with the values and objectives of the new brand.

BBK Group

The Power of Comprehensive Branding

The RedSalud experience demonstrates how a well-planned and executed branding 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 the number one consultancy in Chile for brand and business transformation, offering comprehensive solutions from strategy to execution.