Enhancing the Health Span of Every Individual

NHG Health

The evolution to NHG Health signals a commitment to a more integrated, patient-centred and population-focused approach to healthcare delivery for the National Healthcare Group.

Challenge

An evolving healthcare landscape amidst an aging population in Singapore.

Acting as the Regional Health Manager (RHS) for Central and North Singapore, National Healthcare Group (NHG) needed to emphasise a more integrated, patient and population-focused approach to healthcare delivery. It needed to crystalise its value proposition and present a more unified identity for all the institutions within the Group, as well as streamlining access to a wider range of services to all residents.

Before

The "federated" approach to brand architecture meant that most residents did not understand the role that the National Healthcare Group played in their care. Additionally, they viewed all the institutions with their various visual identities, as separate and independent of each other.

After

A structured and considered approach to transitioning the institution brands to a unified brand architecture, whilst retaining their distinctive names.The new brand architecture also better showcases the invaluable role that the strategic centres and academic health partnership plays in educating the next generation, and innovating for the future.

“Whilst change can challenging to any group of institutions, bringing the leadership teams together to envision an inspiring future is what unlocked the much needed convergence and alignment in taking the bold step forward.”

Kim Faulkner
CEO, Activiste

Solution

A wider culture and identity approach to signal the shift towards greater integration.​

Recognising that the different institutions within NHG had built up equity and recognition in their own brands over the years, Activiste sought gain alignment and convergence across the group early on in the project. We sought to understand the unique circumstances and heritage of the institutions within the group, as well as internal concerns about change.

Insights were garnered through a series of in-depth stakeholder interviews, combined with a comprehensive Brand Health Study as well as focus groups with different resident segments to identify the brand opportunity for NHG as well as to create a value proposition which resonates with internal and external audiences.

Co-creating Strategy

Armed with insights from the stakeholder interviews, brand audit and Brand Health Study, Activiste designed and facilitated a Brand Opportunity and Envisioning Workshop for the senior leadership team across the group. This set the tone and momentum for the shift to a unified group strategy across all NHG Health institutions, including hospitals, polyclinics, and specialized centers, which in turn promises a more cohesive approach to healthcare delivery.

Impact

Fostering greater collaboration and streamlining access to better care.

The brand shift to NHG Health aims to foster greater collaboration and coordination of care across various institutions and levels; from primary care to specialist services, and even involving community partners.

With the coherent identity system for the group as well as long established names like Tan Tock Seng Hospital, National Centre for Infectious Diseases, or the Institute of Mental Health, residents and patients are better able to appreciate and access the care need, regardless of which institute, hospital or clinic they are using within the NHG Health network.

The transition to NHG Health also aligns with Singapore's Healthier SG initiative that emphasises a broader focus on the well-being of the population being served.

Visual Identity System

‍Beyond creating a unique look and feel, the Visual Identity System helps in creating a hierarchy of information in communications and identifying their content type.
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NHG Health and its institutions produce a wealth of diverse materials and resources for residents and patients. To this end, a well thought out visual system incorporating the "Together, we're more" thematic, brings the message of harmonisation to the fore.

NHG has a history of innovation in healthcare delivery, and this rebranding is part of a continued effort to improve health outcomes and the patient experience by making the connections between the brand clearer and framing the message of enhancing our health span and not just our life span.

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