Managing a complex UK and European brand refresh and new website programme
Client profile
CliniSys Group is the leading provider of specialist laboratory and diagnostic reporting software across the UK and Europe, helping clinicians test, diagnose and treat millions of patients every day.
The challenge
CliniSys Group had been operating as CliniSys in the UK and MIPS in Europe. The business strategy, accelerated by the pandemic, led to closer working across territories, prompting a desire to move towards an integrated brand.
CliniSys wanted a brand refresh and new group website that would reflect its strengths in technology and innovation, and clearly communicate its tailored portfolio of products and services.
CMC was brought in to project manage this complex multi-faceted project on behalf of CliniSys, working directly with design and website development agency, Fabrik Brands.
Our approach
Working in partnership with the in-house marketing team and external agencies, our brief was to deliver new branding, website and marketing materials.
We oversaw multiple strands of work, including branding, web design, site structure and build, search engine optimisation, content creation and training.
Brand positioning and the new website
The desire for a single website and branding had to be balanced against the company’s strong brand recognition across Europe and its varied product portfolio. Stakeholder engagement across the business and among customers was key to understanding the varied requirements across the different territories and building confidence in the move towards a single brand and website.
In partnership with Fabrik Brands, we provided a clear rationale for changes to the new brand, website structure and tone of voice for the business, which helped to secure buy-in to the approach.
We also worked with the marketing team to develop the internal and customer rebrand and website launch plans, which were implemented in-house.
Content strategy and training
Content for the website and marketing materials needed an overhaul to accurately reflect the modern, accessible tone and style of the business. We delivered interactive online workshops for members of the in-house communications team to develop a deeper understanding of CliniSys’ stakeholders, key messages and marketing opportunities, and hone copywriting skills to support the new brand style.
“The workshops were great for interactive discussion and sharing of ideas. Everything was useful, even the seemingly frivolous activities as they got you energised and involved and got you thinking different ways.”
Matthew Fouracre, Group Content & Product Marketing Manager
We produced a content toolkit following the workshops, covering a range of tips and techniques to guide future materials.
Our key strengths
- Building strong relationships with the design and website development teams at Fabrik Brands, as well as the in-house marketing team and product specialists at CliniSys.
- Quickly establishing clear processes for managing the programme:
- Weekly meetings and RAG-rated status reports, tracking milestones and dealing with any potential issues quickly.
- Sharing project materials with CliniSys via MS Teams, providing a central point of contact for all communications and updates. This included a comprehensive schedule of content required for the new site which was actively managed to ensure a steady flow of material and allow time for multiple translations prior to upload.
- Pre-empting and troubleshooting challenges arising from additional requirements, regional variations, internal systems and supplier changes.
Outcomes
The new branding and website were successfully launched on schedule across the UK and Europe. The clean, modern logo and brand style reflect CliniSys’ position as a leading healthcare IT company, while retaining the strength of the MIPS brand in Europe.
The new website is engaging, content-rich and easy to navigate. Messages are consistent across the Group while enabling tailored products and services to be offered in different European countries. Initial feedback from customers has been extremely positive.
This project came at an incredibly busy time for CliniSys. Outsourcing the project management to CMC enabled the business to focus on other priorities, confident that the website and brand refresh was being managed effectively with appropriate input from the in-house marketing team.
“I joined the CliniSys Group midway through this project, but having CMC managing the programme meant I had full confidence in the day to day running and successful delivery. This enabled me to continue to build relationships and focus on understanding the CliniSys business whilst knowing the project was in a safe pair of hands. I consider CMC a valuable extension to our marketing team who helped deliver a successful project, which had an immediate positive impact for our business.”
Paul Jackson, Group Marketing Director