a state of the art brand for a state of the art laboratory
Vision
Salix provides strategic counsel, public and media relations support and crisis management services to The Doctors Laboratory. When it formed a partnership with University College London Hospital NHS Foundation Trust (UCLH) and the Royal Free London NHS Foundation Trust (the Royal Free) to create Health Services Laboratories (HSL), Salix was asked to produce a new brand and positioning to reflects its new state-of-the-art laboratory spanning more than 100,000 square feet in the heart of London's Medcity.
As one of the most technologically advanced laboratories in the world, the brief was to capture both its forward-thinking approach and long-term commitment to the NHS.
Action
We spoke to a wide range of stakeholders across the NHS, from trust clinical and finance directors to local commissioners and GP federations to understand the levers and barriers to outsourcing pathology.
We also sent FOI requests to trusts across the country to get a snapshot of the current state of repair of NHS pathology estates.
We developed clean key messages that addressed commissioner concerns, undertook photography on site, before designing and producing a human and story-led website that visually captures HSL's innovative service.
Change
HSL confirmed its position as 'one step ahead' while also reinforcing its commitment to a long-term investment in the NHS. Its offering as a world-class facility is reflected in its digital home, which exponentially increased traffic month on month after launch. It has attracted global attention and requests to visit from health professionals and policy advisers from across the world. Owned by Australian specialist pathology provider, Sonic Healthcare, HSL is now globally recognised as a flagship laboratory.
"Salix has been TDL's communications partner for ten years. Their work has never been less than dedicated, reliable and professional. Our investment in them has paid dividends time after time."
David Byrne, CEO, The Doctors Laboratory and Health Services Laboratories
