GenesisCare

International medical and radiation oncology group.

• Context:

An international group growing through acquisitions. In Spain, the integration of IMOncology and Oncosur required brand unification in parallel with global evolution, ensuring consistency across markets, teams, and business lines.

• Challenges:
  • Integrating various companies under a single brand.
  • Defining a clear, differential positioning adapted to each country’s culture.
  • Aligning brand, marketing, and business.
• Role & Experience:

CMO / Internal Director of Marketing and Communication in Spain, leading the structuring of the department and co-leading the international brand evolution.

• Lines of action:
  • Creation and structuring of the marketing department.
  • Integration of acquired brands under a common model.
  • Definition of positioning, narrative, and value proposition.
  • Development of the digital ecosystem, campaigns, and plans for patient acquisition and referring physician loyalty.
  • Design of marketing and communication plans and business support.
  • Launch of new centres with 360º strategies.
  • Co-leadership of the international rebranding.
• Impact:
  • A unified, coherent, and recognisable brand across different markets.
  • Effective alignment between countries, teams, and business lines.
  • A structured and scalable marketing function.
  • Direct support for the group’s growth and expansion.
  • International award: Best Brand Evolution – Transform Awards Europe (2019).