Strategy  Brand
Digitalisation  UI/UX

Taking Care of the Specialists in Healthcare

How we united a healthcare group under a single AHS brand and readied it for the overseas market

AHS had multiple clinics with different brand names, but they didn’t share a unified identity, which made it hard to establish trust and credentials.

So, what was Asian Healthcare Specialists (AHS) like before meeting Louken?

Asian Healthcare Specialists (AHS) was a pioneering healthcare group with a bold vision to create a one-stop specialist clinic with senior and experienced orthopaedic medical specialists. The group was looking to expand its reach to neighbouring countries through collaborations with hospitals, M&As and other partnership avenues.

However, during the COVID years, they faced some challenges, like the limited size of the Singapore market, low medical tourism numbers, and low brand visibility, which made it tough to expand their reach.

That sounds like a puzzle! Why the low brand visibility?

You see, AHS had multiple clinics with different brand names, but they didn’t share a unified identity, which made it hard to establish trust and credentials. This was a major hurdle when they couldn’t go in as a united front.

We crafted a strategic visual identity system and narrative, with a single, clear promise: "Centred around you".

Time to bring in the experts! How did Louken address these challenges?

As you might have known by now, we always start by doing a deep dive. That means conducting a workshop and in-depth interviews with AHS’s management team to get to the heart of their business and brand directions.

Here’s the fun bit. We realised that even though there were different brands specialising in different things, they were all focused on the wellbeing of their patient. That’s why we refined their direction and distilled it down to a single, clear promise: “Centred around you”. Our focus: providing exceptional medical care that gives patients peace of mind.

I love it! So that gave birth to the new brand identity?

We created what we call a subbrand approach, where each specialisation shines under the AHS umbrella. We also crafted a strategic visual identity system, including an acronym design approach and a brand narrative that showcases AHS’s philosophy, principles, and aspirations.

That sounds like a lot of fun! Walk us through the process and the thinking.

We always take our fun seriously. So, “AHS” meets an icon mark of four leaves coming together to form a medical cross in its negative space. Talk about “positive” in the “negative”. The four heart-shaped petals represent AHS’s four core values: Excellence, Empathy, Integrity, and being One Team. We’re proud of our team for coming up with this powerful symbol of AHS’s commitment to patient-centric care!

I’m curious! So what’s next?

More deep dive. This time to identify the communication channels used by AHS’s target audience. We then mapped their customer journey, highlighting key touchpoints and messaging opportunities. This helped AHS tailor its approach to effectively reach and engage with its audience.

And the results?

In just one year, AHS was acquired by DA Group in December 2022! We’re thrilled with the impact our work had on their business and can't wait to see what the future holds for them!

If you’re ready to make waves, let’s talk.