Empowering a brand through communication

Services
- Brand Purpose & Beliefs
- Communication
Industry
- Healthcare Systems and Services
Client

Werfen

Werfen was founded in Barcelona in 1966 with the purpose of improving patient care around the world thanks to the innovative solutions in specialized diagnostics it has been developing for more than 50 years.

Challenge

Encapsulating the essence
of a healthcare giant

Werfen conducted a rebranding that restructured its brand strategy, but it required a brand claim that would summarize its new roadmap and a launch campaign on LinkedIn to communicate its current purpose to the world.

The rebranding process restructured its architecture under a single umbrella brand and therefore completely redefined it, determining new values, personality, visual identity, purpose, etc. The purpose defined for the brand was to contribute to the advancement of patient care around the world through innovative specialized diagnostics.

Finding a concept capable of encompassing all the nuances of the new brand strategy, as well as creating a campaign that was accessible, yet professional and specialized was the great challenge of this demanding but inspiring case.

Powering
patient
care

Werfen was founded in Barcelona in 1966 with the purpose of improving patient care around the world thanks to the innovative solutions in specialized diagnostics it has been developing for more than 50 years.

Solution

Conceptualizing
the purpose
of a global leader

Following an invigorating process of immersion and assimilation of the brand context, we built a concise, direct and powerful brand claim that aligned with the defined brand strategy: Powering Patient Care.

Under this brand claim, Werfen assumes the role of facilitator and empowerer, both for medical professionals and patients, thanks to its advanced solutions for the most reliable medical diagnostics.

Connecting
brand and
communication

Once the claim was defined, it was time for the launch campaign on LinkedIn, which would focus on communicating its purpose and brand strategy through messages focused on its areas of expertise to generate recognition and attract new followers.

The word 'Powering' at the beginning of the copy of each campaign piece highlighted Werfen's ability to bring value to these medical diagnostic specialties.

After 4 months of campaigning, the results were a resounding success and the new tagline was warmly received:

- We earned several million impressions and reached hundreds of thousands of unique users targeted by profile and job title across the eight target markets. Results that went beyond our initial goal.

- The creativity had a very positive impact, with an engagement rate above market standards.

- We doubled the performance of the campaign, reducing the CPM to half of what was initially estimated according to market standards, and optimizing our audience segmentation to reach the most relevant profiles

- We increased the number of followers of the brand's corporate profile, at a cost per follower 20% below the market standard.

Solution

Aligning
concept with
new identity

The visual approach also followed the guidelines of Werfen's new identity, generating coherence with the rest of the brand's touchpoints and launching a global campaign that reinforces its role in the sector.

Generating visibility for the brand even among professionals from other fields of knowledge – medical or otherwise – also brought benefits to Werfen in terms of employer branding, attracting the best talent from around the world to a recognized brand with a clear purpose.