Bienzobas

Oncology services (currently part of Atrys Health).

• Context:

The need to redefine the brand and professionalise the marketing and communication function, with a focus on growth and positioning.

• Challenges:
  • Clarifying the value proposition and positioning.
  • Building a solid and differential identity.
  • Providing structure and continuity to marketing and communication.
• Role & Experience:

External Marketing and Communication Director (Fractional CMO model), leading the strategic redefinition and providing ongoing support.

• Lines of action:
  • Complete rebranding: purpose, positioning, values and narrative.
  • Development of verbal and visual identity.
  • Definition of the marketing and communication model.
  • Development of the digital ecosystem and brand assets.
  • Continuous strategic and operational management of marketing and communication.
• Impact:
  • A clear, coherent brand aligned with the business.
  • Structured and sustainable marketing and communication over time.
  • Improved positioning and capacity for growth.