CENTRAL HEALTH
Central Health Physiotherapy Chancery Lane is a growing physiotherapy company. Although the company had been established for 13 years, the owners recently decided to broaden the practice to include not just physiotherapy but also massage, podiatry, health screening and corporate health and safety assessments. The premises was being expanded to include additional treatment rooms and more staff were being taken on board. As a result, they felt that their logo needed to be re-designed and a marketing strategy was required to re-establish themselves in the area whilst promoting the new facilities and services. With this in mind, new2marketing came up with the current logo, which emulates the muscles in the body and used deep reds and oranges to represent the body temperature, skin and blood.
The marketing strategy started by deciding on the best medium to promote Central Health. As Chancery Lane is a busy tube station, escalator panels were chosen as the best way to reach the local audience, whilst advertising the prime location of the practise. The strategy was further developed by the creative team, who came up with the concept of body and pain “hotspots”. These were displayed on 20 escalator panels in Chancery Lane for a month, and after just one day Central Health started to receive enquiries and “walk-ins”.
new2marketing then applied the new logo and “look and feel” to the collateral materials, and the creative concept was used across the corporate brochure and the DM flyer. This consistent use of the imagery across all the marketing material presented the public with a familiar brand, thereby giving it credibility. This is reflected in the number of people who recognise the brand even after only seeing it once or twice.