AZ Zeno’s strategic prescription
The challenge?
- How do we position the Blankenberge campus and AZ Zeno as one strong brand?
- How do we ensure that all internal and external stakeholders feel connected to the brand story?
- How do we guarantee consistent branding for new initiatives and departments?
The solution?
- A thorough analysis of AZ Zeno's current positioning and branding.
- Revised positioning and brand strategy for the communication team.
- Clear guidelines and concrete action points for the effective implementation of the brand strategy.
When the Queen Fabiola Hospital in Blankenberge was integrated under the name AZ Zeno, an image problem arose. Residents were unaware that they could still rely on the same trusted care, now under the new name. At the same time, there was a divide between the staff of the different campuses. Remarkable developed a clear positioning and communication strategy that united the hospital group into one strong, recognizable brand. In addition to the rebranding of AZ Zeno, we also assisted with the branding of initiatives such as the community center Warm Nest and Pluszorg, and we are responsible for the legal trademark protection.
About AZ Zeno
AZ Zeno is a hospital group with three modern campuses in Knokke-Heist, Maldegem, and Blankenberge. The group has a clear ambition to become a well-established presence in the coastal region and aims to communicate effectively with its patients, local residents, its own staff, doctors/specialists, and nursing teams.
The strength of our collaboration, in my opinion, lies in the helicopter view you created for AZ Zeno. This enabled us to make well-considered strategic decisions.
Why Remarkable?
AZ Zeno approached Remarkable for this project after the successful collaboration on Warm Nest, a support group within the hospital for terminally ill patients. For Warm Nest, we developed the branding from A to Z. The logo bears strong similarities to that of AZ Zeno but was given a nest-like twist. This way, there is a clear connection between the two, while each maintains its own visual identity. All of this aligned perfectly with the group’s overall positioning.
High-quality care, close to home
To determine the best path for AZ Zeno, a preliminary study was first conducted. Based on interviews with experts, we closely examined the current perception of the group and the Blankenberge campus, keeping the needs of all target groups in mind.
This led to a new positioning and strategy to clearly communicate the brand story of the campuses and the group to all stakeholders. The key message that needed to resonate? 'Quality, close to home'. Thanks to close collaboration with the client, we generated sufficient internal support to effectively roll out the plan.
From theory to practice
Time to turn theory into practice. We carefully guided the client’s communication team, aligning with the previously delivered brand advice and the updated positioning. Clear guidelines and action points helped them convey the message effectively. Additionally, we paid attention to specific elements such as consistent branding and other visual identity applications.
By closely involving all stakeholders, the expansion of the AZ Zeno hospital group was carried out in a structured and well-supported manner.
The result? A unified group that communicates clearly and successfully reaches its target audience(s) effectively.
