ÉTUDE DE CAS

Public Sector - BOC Medical Branding

Background

BOC – British Oxygen Company, part of the Linde Group came to us to brand their special gases products vertically across their world markets.

Objective

Rebrand and reposition BOC special gases to change the perception of the NHS and private medical practitioners. BOC were perceived as a ‘gas supplier’ and not as a company who could help and advise clinicians.

Our approach

BOC had a diverse range of product brands that all needed to work independently but also communicate in a coherent and consistent voice to work as part of the overall brand.

We researched the market, interviewed hospital doctors, patients, porters and bursars to gain a true insight into how the BOC brand was perceived.

Deliverables

We helped create a new division, so instead of BOC Special gases we created BOC Medical as an umbrella brand under which sat the product brands such as Entenox and Heliox. We implemented this across every aspect of the business, from product & vehicle livery, to online marketing.

Results

BOC sales saw a dramatic change in how they were dealt with almost overnight. After 6 months, sales found that they had far more relationships with hospital clinicians rather than just the administrators.

After extensive brand evaluation, 12 months later, the BOC Medical Brand had made a big swing towards its goal of being perceived as a valued business partner rather than a commodity supplier.

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