King Edward VII’s Hospital.
001
Introduction
Client
King Edward VII’s Hospital.
Industry
Healthcare
Marketing Discipline
Content
Pagefield helps a respected healthcare brand bring its heritage into the modern age.
King Edward VII’s Hospital is one of the UK’s most widely respected private hospitals, known for its royal connections and world-class clinicians. As healthcare and patient needs evolved, Pagefield Content Studio was tasked with redefining how the Hospital communicated its offer within the private healthcare landscape, while supporting its need to secure its financial future through an acquisition.
001
Introduction
Client
King Edward VII’s Hospital.
Industry
Healthcare
Marketing Discipline
Content
Pagefield helps a respected healthcare brand bring its heritage into the modern age.
King Edward VII’s Hospital is one of the UK’s most widely respected private hospitals, known for its royal connections and world-class clinicians. As healthcare and patient needs evolved, Pagefield Content Studio was tasked with redefining how the Hospital communicated its offer within the private healthcare landscape, while supporting its need to secure its financial future through an acquisition.
002
Challenges
How do you modernise a legacy healthcare brand without losing the trust built over generations?
Research identified a clear perception challenge: a new generation of private hospital patients assumed King Edward VII’s Hospital would be antiquated, stuffy and unfriendly.
The Hospital needed to retain the trust and credibility of its heritage while becoming more inclusive, relevant and aspirational for modern patient groups.
002
Challenges
How do you modernise a legacy healthcare brand without losing the trust built over generations?
Research identified a clear perception challenge: a new generation of private hospital patients assumed King Edward VII’s Hospital would be antiquated, stuffy and unfriendly.
The Hospital needed to retain the trust and credibility of its heritage while becoming more inclusive, relevant and aspirational for modern patient groups.
003
Approach
Humanising the Hospital’s heritage around the connection between patient and clinician.
Through an extensive research programme, Pagefield Content Studio identified the emotional core of the brand: the human connection between patient and clinician. This informed a new brand platform, “World-class, personal healthcare,” alongside a comprehensive creative refresh.
Rather than reinventing the identity, Pagefield Content Studio carefully evolved it, refining the logo, typography and colour palette while combining contemporary design with archival cues. Art direction focused on human interactions, natural light and moments of care, placing greater emphasis on patient outcomes and experience.
The new positioning was extended across PR, social and digital channels, with consistent messaging around holistic wellbeing, continuity of care, clinical expertise and the human experience behind private medicine. Two key audience segments were identified, with tone, design and messaging shaped to improve relevance across different ages, expectations and lifestyles.
003
Approach
Humanising the Hospital’s heritage around the connection between patient and clinician.
Through an extensive research programme, Pagefield Content Studio identified the emotional core of the brand: the human connection between patient and clinician. This informed a new brand platform, “World-class, personal healthcare,” alongside a comprehensive creative refresh.
Rather than reinventing the identity, Pagefield Content Studio carefully evolved it, refining the logo, typography and colour palette while combining contemporary design with archival cues. Art direction focused on human interactions, natural light and moments of care, placing greater emphasis on patient outcomes and experience.
The new positioning was extended across PR, social and digital channels, with consistent messaging around holistic wellbeing, continuity of care, clinical expertise and the human experience behind private medicine. Two key audience segments were identified, with tone, design and messaging shaped to improve relevance across different ages, expectations and lifestyles.
004
Results
More than 5 million impressions for a refreshed and unified healthcare brand.
The integrated brand and content programme generated 5,188,357 impressions across paid digital channels, alongside an 82% increase in engagement across organic Meta platforms and a 50% increase in search queries.
Pagefield Content Studio developed more than 40 campaign assets across web, social and film, while two key audience segments were defined and activated through targeted messaging. The work resulted in one unified brand platform, adopted across marketing, patient communications and staff engagement.
004
Results
More than 5 million impressions for a refreshed and unified healthcare brand.
The integrated brand and content programme generated 5,188,357 impressions across paid digital channels, alongside an 82% increase in engagement across organic Meta platforms and a 50% increase in search queries.
Pagefield Content Studio developed more than 40 campaign assets across web, social and film, while two key audience segments were defined and activated through targeted messaging. The work resulted in one unified brand platform, adopted across marketing, patient communications and staff engagement.
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Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
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Contact
Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Chesterfield, Coventry, Edinburgh, Glasgow, Huddersfield, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Newcastle-upon-Tyne, Northampton, Norwich, Nottingham, Oxford, Peterborough, Preston, Sheffield, Shrewsbury, Southampton, Swindon, Warwick and other UK locations.
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