WEGE Klinik & WEGE MVZ

Hospital in Germany (Bonn): Radiotherapy, radiosurgery, interventional radiology, and palliative care.

• Context:

A hospital historically known as Robert Janker Klinik (RJK), with an image strongly associated with palliative care rather than its core business areas (oncology and radiology). Its integration into Mercurius Health required a redefinition of its positioning to evolve towards a broader model aligned with the group’s strategy.

• Challenges:
  • Reformulating the positioning and broadening the market perception of the hospital.
  • Building a new brand identity consistent with the group strategy.
  • Aligning brand, communication, and patient acquisition in the German market.
• Role & Experience:

Internal management from Mercurius Health, leading the rebranding, strategic definition of brand, marketing, and communication, as well as operational implementation.

• Lines of action:
  • Definition of value proposition, positioning, and narrative.
  • Development of verbal and visual identity.
  • Design of the marketing and communication strategy.
  • Definition and activation of patient acquisition strategies and referring physician relations.
• Impact:
  • A repositioned brand aligned with the growth strategy.
  • Evolution of the hospital’s perception within the market.
  • A structured marketing and communication foundation for future development.