Amidst the distrust toward public healthcare and soaring prices of existing private institutions, how can Jiahui win the trust of consumers with its innovative healthcare structure that represents a union of both public and private healthcare systems?

Solution

With the slogan “Your Partner for Life”, Jiahui’s service-based approach centered around open and honest communication, giving its patients the best care and service with the highest levels of respect. The mere thought of hospitals can easily invoke feelings of dread in people. Thus we wanted to create a brand identity that would instead convey feelings of trust, affinity and responsibility, to let patients and their families be confident in having Jiahui as a lifelong healthcare partner.

To achieve that, we integrated elements of Jiahui’s core brand values into the brand identity system that we developed. From the brand logo to its colour theme and visuals, we successfully conveyed the message that Jiahui is a people-oriented health and wellness provider that gives full-fledged care from the heart.  

Result

Jiahui’s overall brand identification strategy achieved platinum status in the 2018 American Association of Marketing and Communication Professionals (AMCP) Hermes Creative Awards. 

Scope

Brand Identity System, Brand Key Visual, Brochure Design

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Background

The inauguration of Jiahui International Hospital in Shanghai marks the first time a Sino-foreign strategic alliance has been formed in China through an integrated healthcare ecosystem; the Jiahui Health Ecosystem. Jiahui prides itself in providing the highest level of comprehensive healthcare coverage complete with fully functional in-patient wards, accredited team of specialists, outpatient clinics, medical research department, wellness management and more, with clear service standards that revolve around their value proposition of relation-based care.

Challenges

China’s healthcare industry is divided into two sectors; public healthcare where the masses wait in line, and private healthcare that purportedly represents higher standards of treatment. How can Jiahui position itself as a leader in this category with its advanced medical care and ethical operating standards?

How can Jiahui win the trust of consumers with its innovative healthcare structure that represents a union of both public and private healthcare systems?

Solution

With the slogan “Your Partner for Life”, Jiahui’s service-based approach centered around open and honest communication, giving its patients the best care and service with the highest levels of respect. The mere thought of hospitals can easily invoke feelings of dread in people. Thus we wanted to create a brand identity that would instead convey feelings of trust, affinity and responsibility, to let patients and their families be confident in having Jiahui as a lifelong healthcare partner. To achieve that, we integrated elements of Jiahui’s core brand values into the brand identity system that we developed. From the brand logo to its colour theme and visuals, we successfully conveyed the message that Jiahui is a people-oriented health and wellness provider that gives full-fledged care from the heart.  

Result

Jiahui’s overall brand identification strategy achieved platinum status in the 2018 American Association of Marketing and Communication Professionals (AMCP) Hermes Creative Awards. 

Background:

It is near impossible for China’s public healthcare resources to meet the massive number of Chinese citizens in need of medical attention. The number of hospital visits exceeded 3.2 billion in 2016, with a good half seeking treatment at public institutions, and average treatment time being a meagre 6 minutes. Although the public hospitals do not fall short on a majority of medical resources, it is commonplace to have very poor treatment conditions with no privacy at all. The frequent occurrence of medical accidents due to over-medication is also causing much distrust amongst healthcare seekers.

Though the private healthcare sector is emerging, most of these institutions only provide basic medical services and do not own specialty equipment such as machines for MRI or CT scanning procedures. To top it off, high fees and atypical treatment procedures give people the impression that private institutions are just trying to make money out of them. The inauguration of Jiahui International Hospital in Shanghai marks the first time a Sino-foreign strategic alliance has been formed in China through an integrated healthcare ecosystem; the Jiahui Health Ecosystem. Jiahui prides itself in providing the highest level of comprehensive healthcare coverage complete with fully functional in-patient wards, accredited team of specialists, outpatient clinics, medical research department, wellness management and more, with clear service standards that revolve around their value proposition of relation-based care.

Challenges:

• China’s healthcare industry is divided into two sectors; public healthcare where the masses wait in line, and private healthcare that purportedly represents higher standards of treatment. How can Jiahui position itself as a leader in this category with its advanced medical care and ethical operating standards?
• Amidst the distrust toward public healthcare and soaring prices of existing private institutions, how can Jiahui win the trust of consumers with its innovative healthcare structure that represents a union of both public and private healthcare systems?

Solution:

With the slogan “Your Partner for Life”, Jiahui’s service-based approach centered around open and honest communication, giving its patients the best care and service with the highest levels of respect. The mere thought of hospitals can easily invoke feelings of dread in people. Thus we wanted to create a brand identity that would instead convey feelings of trust, affinity and responsibility, to let patients and their families be confident in having Jiahui as a lifelong healthcare partner.

To achieve that, we integrated elements of Jiahui’s core brand values into the brand identity system that we developed. From the brand logo to its colour theme and visuals, we successfully conveyed the message that Jiahui is a people-oriented health and wellness provider that gives full-fledged care from the heart.  

Result:

Jiahui’s overall brand identification strategy achieved platinum status in the 2018 American Association of Marketing and Communication Professionals (AMCP) Hermes Creative Awards. 

Background

It is near impossible for China’s public healthcare resources to meet the massive number of Chinese citizens in need of medical attention. The number of hospital visits exceeded 3.2 billion in 2016, with a good half seeking treatment at public institutions, and average treatment time being a meagre 6 minutes. Although the public hospitals do not fall short on a majority of medical resources, it is commonplace to have very poor treatment conditions with no privacy at all. The frequent occurrence of medical accidents due to over-medication is also causing much distrust amongst healthcare seekers.

Though the private healthcare sector is emerging, most of these institutions only provide basic medical services and do not own specialty equipment such as machines for MRI or CT scanning procedures. To top it off, high fees and atypical treatment procedures give people the impression that private institutions are just trying to make money out of them. The inauguration of Jiahui International Hospital in Shanghai marks the first time a Sino-foreign strategic alliance has been formed in China through an integrated healthcare ecosystem; the Jiahui Health Ecosystem. Jiahui prides itself in providing the highest level of comprehensive healthcare coverage complete with fully functional in-patient wards, accredited team of specialists, outpatient clinics, medical research department, wellness management and more, with clear service standards that revolve around their value proposition of relation-based care.

Challenges

• China’s healthcare industry is divided into two sectors; public healthcare where the masses wait in line, and private healthcare that purportedly represents higher standards of treatment. How can Jiahui position itself as a leader in this category with its advanced medical care and ethical operating standards?

Background

It is near impossible for China’s public healthcare resources to meet the massive number of Chinese citizens in need of medical attention. The number of hospital visits exceeded 3.2 billion in 2016, with a good half seeking treatment at public institutions, and average treatment time being a meagre 6 minutes. Although the public hospitals do not fall short on a majority of medical resources, it is commonplace to have very poor treatment conditions with no privacy at all. The frequent occurrence of medical accidents due to over-medication is also causing much distrust amongst healthcare seekers.

Though the private healthcare sector is emerging, most of these institutions only provide basic medical services and do not own specialty equipment such as machines for MRI or CT scanning procedures. To top it off, high fees and atypical treatment procedures give people the impression that private institutions are just trying to make money out of them. The inauguration of Jiahui International Hospital in Shanghai marks the first time a Sino-foreign strategic alliance has been formed in China through an integrated healthcare ecosystem; the Jiahui Health Ecosystem. Jiahui prides itself in providing the highest level of comprehensive healthcare coverage complete with fully functional in-patient wards, accredited team of specialists, outpatient clinics, medical research department, wellness management and more, with clear service standards that revolve around their value proposition of relation-based care.

Challenges

• China’s healthcare industry is divided into two sectors; public healthcare where the masses wait in line, and private healthcare that purportedly represents higher standards of treatment. How can Jiahui position itself as a leader in this category with its advanced medical care and ethical operating standards?

• Amidst the distrust toward public healthcare and soaring prices of existing private institutions, how can Jiahui win the trust of consumers with its innovative healthcare structure that represents a union of both public and private healthcare systems?

Solution

With the slogan “Your Partner for Life”, Jiahui’s service-based approach centered around open and honest communication, giving its patients the best care and service with the highest levels of respect. The mere thought of hospitals can easily invoke feelings of dread in people. Thus we wanted to create a brand identity that would instead convey feelings of trust, affinity and responsibility, to let patients and their families be confident in having Jiahui as a lifelong healthcare partner.

To achieve that, we integrated elements of Jiahui’s core brand values into the brand identity system that we developed. From the brand logo to its colour theme and visuals, we successfully conveyed the message that Jiahui is a people-oriented health and wellness provider that gives full-fledged care from the heart.   

Result

Jiahui’s overall brand identification strategy achieved platinum status in the 2018 American Association of Marketing and Communication Professionals (AMCP) Hermes Creative Awards.