"Employees and doctors were able to identify better with the brand"

Julien A. Buro. Head of Marketing at Hirslanden AG, is delighted with the award."The award has brought us a great deal," says Julien A. Buro, Head of Marketing at Hirslanden AG. "For the first time, marketing in the acute medical sector has been recognized, which gives us a welcome confirmation after 15 years of brand development. The award has also attracted attention internally, allowing staff and doctors to identify better with the brand."Hirslanden: a brand in the acute care sectorUnder the umbrella brand Hirslanden the Hirslanden Private Hospital Group has its own brands for specific specialist areas or nationally standardized services. There are 14 individual clinics and over 100 competence centers that operate under the Hirslanden umbrella brand or co-branding. The marketing strategy is based on communicating a combination of high-level science and personalized care that also takes mental well-being into account.Becoming the international standard in private healthcareIn order to achieve this ambitious goal, those responsible have set themselves exacting requirements and only used methods that can be backed up with practical evidence. Thanks to controlled and individualized treatment processes through which patients are guided, qualified specialist staff provide this evidence on a daily basis. With optimally coordinated skills, the clinic achieves highly qualified results - which are communicated exceptionally well.Measures and brand driversThe growth strategy was pursued with a clear brand hierarchy so that each individual clinic can be integrated well into the existing system in order to benefit from the umbrella brand. The professionalism of the offering is reflected in the visual appearance: there are various own brands that are branded (from Hirslandenbaby to Hirslandenacademy), specialist direction campaigns, image campaigns, social media channels, roadshows and various merchandising activities. The well-coordinated strategy also includes the claim "Competence that creates trust" and 5 keywords that act as brand drivers. The Hirslanden Group is PRACTICAL because it seeks out and realizes the potential of ideas; EXACT because it makes clear and precise statements; KNOWLEDGE because it applies knowledge thoughtfully and with care; DISTINGUISHED because it combines different skills into a harmonious whole; HUMAN because it puts its heart and mind into its work.ConclusionThe Hirslanden Group's marketing, which is managed both centrally and locally, promotes efficiency and market proximity at the same time. The result of these measures is trusting patients who recommend the brand to others without reservation. This has brought us a giant step closer to our goal of becoming the international standard from Switzerland.The next Marketing Trophies will be awarded on March 8, 2016 as part of the Swiss Marketing Day. Here you can find all further information about the tender.