Mercurius health

International oncology solutions group (currently part of Alliance Medical).

• Context:

Growth through acquisitions and international expansion, with a need to structure brand, marketing, and communication in an integrated manner.

• Challenges:
  • Clarifying the essence, positioning, and value proposition of the group.
  • Building a coherent and consistent identity across international environments.
  • Creating an operational and scalable marketing and communication model.
  • Aligning strategy, brand, marketing, and communication with business objectives.
• Role & Experience:

Initial external management (Fractional CMO model) for rebranding and structuring, with subsequent internal appointment to lead strategy and execution at a group level.

• Lines of action:
  • Definition of purpose, positioning, and corporate narrative.
  • Design of the brand, marketing, and communication strategy at group level.
  • Definition of the marketing ecosystem (digital, content, and channels).
  • Definition and activation of multichannel marketing plans.
  • Management of internal teams and external collaborators.
  • CRM implementation for the group.
• Impact:
  • A clear, structured brand aligned with the growth strategy.
  • A structured and scalable marketing model at an international level.
  • A coherent message across different markets and organisational levels.
  • A solid platform for international growth and expansion.