Affidea

International diagnostic imaging and outpatient centre group (15+ countries)

• Context:

A process of growth and integration of centres within the Spanish market, requiring brand structuring, the professionalisation of the marketing and communication function, and alignment with the group’s overall strategy.

• Challenges:
  • Structuring the marketing and communication department and connecting it with the business.
  • Building a coherent and powerful identity for the Spanish market.
  • Integrating acquired brands under a common identity.
  • Aligning local development with international strategy.
• Role & Experience:

External Marketing and Communication Director (Fractional CMO model), with ongoing strategic and operational responsibility.

• Lines of action:
  • Definition of positioning and brand architecture in Spain.
  • Development of identity, narrative and key messages.
  • Creation and structuring of the marketing and communication department and definition of operational processes.
  • Coordination with international teams and alignment with global strategy.
  • Development of the marketing ecosystem (digital, content and reputation).
  • Definition and activation of business-oriented marketing and communication plans.
• Impact:
  • A structured, coherent brand aligned with the international group.
  • A professionalised, business-oriented marketing and communication department.
  • An organisation aligned in its messaging, processes and execution.
  • Improved market visibility, acquisition and positioning.