"For all the consequences of life": New brand umbrella for Hirslanden

Hirslanden offers its patients and customers integrated, comprehensive care tailored to their individual needs. New Marketing communication is geared even more consistently to the company's corporate orientation..

"The new brand umbrella allows us to consistently establish our vision - to improve the quality of life of every individual and society - in marketing communications," explains Marco Dettling, Head of Brand Management at Hirslanden. "We convey our core messages with emotional stories that show life situations in which Hirslanden plays a supporting role for people's individual health. In other words: for all the consequences of life."

Conceptually and visually, Hirslanden deliberately plays with the double meaning of the word "episode. Thus, the campaign is visually based on the well-known streaming platforms - for example Netflix or YouTube. In addition, an arc of tension is deliberately established between the brand, headline and image. The description of the moment as a single "episode" in the running text serves as a resolution.

Motivate with themed campaigns

The range of medical services offered by Hirslanden is wide. In addition to general care and emergency medicine, "Orthopedics and Sports", "Hirslanden Baby", "Cardiac Medicine", "Cancer Medicine" and "Neurology" are focal points. Accordingly, the wealth of topics to be communicated is also very diverse. With the claim of being able to use the brand platform sustainably in communication, adaptability was an important cornerstone in the development.

"In the future, the national theme campaigns will be developed under the new brand umbrella. With our integrated theme campaigns, we want to motivate people to take active control of their health and take the necessary steps to optimize their health and quality of life," elaborates Nadine Büchler, Head of the Topic Team. "We show that we are there as a partner to help people make good decisions on all health issues - from prevention, diagnosis and treatment to aftercare."

First use case: "Orthopedics and sports campaign".

The "Orthopedics and Sports Campaign" in June and July 2023 is the first campaign in the new logic: The messages were developed by the campaign team together with the clinics and are now played along the entire marketing funnel and across all relevant communication channels: Ads, awareness stories, social media, and national and regional landing pages are consistently linked. The focus is always on the message: "For all the consequences of life."

Responsible for Hirslanden Communications: Nadine Büchler & Marco Dettling (Campaign Co-Lead), Nadine Hug, Giulia Raths, Yannick Girkes, Denise Zobrist, Dominique Braunwalder, Dominic Pugatsch (Head of Communications). Creation partner: Stories, Patrick Viert (Strategy & Concept), Studio Rasumowsky (Art Direction), Dieter Boller (Text).