Making a private hospital personal

Boulcott Hospital

Brand Strategy + Experience

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Read about the challenge, solution and result

The Challenge

Recent investment in expansion meant that this 20-year-old private Hospital needed to shift stakeholder perceptions from “Cottage Clinic” to state-of-the-art private Hospital. They recognised a need to convince more specialists, general practitioners and patients to choose Boulcott Hospital over considerably larger, more established facilities. the brand needed to be driven by a defendable point of difference and value proposition. The challenge was to unlock and demonstrate the latent strengths that had been fundamental to Boulcott's steady growth.

The Solution

People, facilities, technology, systems and so on are all baselines in this business. We needed to find the ingredients that accounted for the customer and patient satisfaction record of Boulcott. This led us to evaluate and map the patient journey and isolate the critical area's of service experience, value, enhanced service and value to patients that had been setting Boulcott apart. All private hospitals have modern, high-tech equipment and experienced specialists, doctors and nurses of the highest calibre. We discovered that Boulcott's strength lies in the quality of its patient care regime. After we examined every step of the 'patient journey' a programme of further enhancement was implemented to discover ways to add to the experience. Care became the focus - not just in medical procedures, but throughout every aspect of the organisation. The value map created informed service experience, culture and brand and marketing.

The Result

Today Boulcott brand and marketing, design, investment, patient facilities, environments and service experience are built upon the mantra that “the small things matter” - Boulcott delivers a level of service where nothing is too much trouble. Care becomes the basis of their true point of difference - even though it seems obvious. the growth has continued with further development of the Hospital facilities. Staff and patient satisfaction is greater than ever.