Quirónsalud

Leading hospital group in Spain

• Context:

The integration of IDC Salud and Quirón hospitals led to the creation of one of the largest healthcare groups in the country, with over 60 hospitals, including Teknon, Dexeus and Ruber.
It was essential to create a unified brand, organise a complex architecture and build a marketing function capable of supporting the group’s growth. And so Quirónsalud emerged, with its slogan “Health, person to person”, which remains in use today.

• Challenges:
  • Creating a solid, unified brand following the merger.
  • Organising a complex brand architecture.
  • Evolving from tactical marketing to a strategic, global group-wide approach.
• Role & Experience:

CMO / Corporate Marketing Director, leading the creation of the department, the transformation of the marketing model and the development of the group’s new brand.

• Lineas of action:
  • Creation and structuring of the corporate marketing department.
  • Definition of brand architecture (80+ assets).
  • Development of identity, narrative, tagline and brand guidelines.
  • Design of marketing, communication and commercial support plans.
  • Development of digital strategy and assets.
  • Acquisition, loyalty, patient experience and lead generation programmes.
• Impact:
  • A leading, coherent and recognisable brand across all touchpoints.
  • Communication aligned throughout the entire group.
  • Marketing fully integrated with business objectives.
  • A solid foundation for the group’s growth and consolidation.