{"id":499,"date":"2026-04-27T15:19:06","date_gmt":"2026-04-27T15:19:06","guid":{"rendered":"https:\/\/kanamehealth.com\/proyectos\/affidea\/"},"modified":"2026-07-09T11:59:50","modified_gmt":"2026-07-09T11:59:50","slug":"affidea","status":"publish","type":"proyecto","link":"https:\/\/kanamehealth.com\/en\/proyectos\/affidea\/","title":{"rendered":"Affidea"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">International diagnostic imaging and outpatient centre group (15+ countries)<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Context:<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">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&#8217;s overall strategy.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Challenges:\n<ul class=\"wp-block-list\">\n<li>Structuring the marketing and communication department and connecting it with the business.<\/li>\n\n\n\n<li>Building a coherent and powerful identity for the Spanish market.<\/li>\n\n\n\n<li>Integrating acquired brands under a common identity.<\/li>\n\n\n\n<li>Aligning local development with international strategy.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Role &amp; Experience:<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">External Marketing and Communication Director (Fractional CMO model), with ongoing strategic and operational responsibility.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Lines of action:\n<ul class=\"wp-block-list\">\n<li>Definition of positioning and brand architecture in Spain.<\/li>\n\n\n\n<li>Development of identity, narrative and key messages.<\/li>\n\n\n\n<li>Creation and structuring of the marketing and communication department and definition of operational processes.<\/li>\n\n\n\n<li>Coordination with international teams and alignment with global strategy.<\/li>\n\n\n\n<li>Development of the marketing ecosystem (digital, content and reputation).<\/li>\n\n\n\n<li>Definition and activation of business-oriented marketing and communication plans.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Impact:\n<ul class=\"wp-block-list\">\n<li>A structured, coherent brand aligned with the international group.<\/li>\n\n\n\n<li>A professionalised, business-oriented marketing and communication department.<\/li>\n\n\n\n<li>An organisation aligned in its messaging, processes and execution.<\/li>\n\n\n\n<li>Improved market visibility, acquisition and positioning.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Aligning Brand, Marketing, and Business Across a Growing Organization.<\/p>\n<p>We supported the group as Fractional CMO, structuring marketing and communications and aligning them with growth objectives in Spain.<\/p>\n","protected":false},"featured_media":826,"template":"","class_list":["post-499","proyecto","type-proyecto","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Affidea - kaname<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kanamehealth.com\/en\/proyectos\/affidea\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Affidea - kaname\" \/>\n<meta property=\"og:description\" content=\"Aligning Brand, Marketing, and Business Across a Growing Organization. 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