SCHOOL OF MEDICINE: POSITIONING IN A COMPETITIVE ENVIRONMENT

NUS School of Medicine

From being the only medical school in Singapore, to one of three, the NUS School of Medicine had to strengthen its point of differentiation, and better articulate its role in shaping the future of medicine.

  • SCOPE
  • RESEARCH
  • STRATEGY
  • DESIGN
  • ACTIVATION
  • INDUSTRY
  • EDUCATION

CHALLENGE

Not all medical schools are created equal. The NUS School of Medicine in particular, is not just a standalone college, but sits within an eco-system of hospitals, specialist centres, and as part of The NUS academic health science system. Moving forward, it needed to identify how its unique proposition would attract the kind of students who would shape the future of medicine in Singapore and abroad.

SOLUTION

Through primary research with top A-Level students, and a thorough stakeholder investigation, Activiste helped the school gain a collective understanding of what made it distinctive and how this could evolve in the future. Identifying the Brand Opportunity subsequently enabled the school to better translate its unique value proposition into its outreach programmes to potential students, alumni and the larger medical fraternity.

IMPACT

More than attracting the "best and brightest" students, with sharper positioning, they have been able to recruit students who are creative, empathetic and committed to the greater good. The school has been able to secure its position as the premier medical school in Asia, that is shaping the future of medicine and healthcare.