St John of God Health Care

Pathology for People

Strategy, brand development, concept development.


The need

St John of God Pathology is part of a respected, trusted, well known private health care organisation. As a not-for-profit with excellent social outreach history and initiatives, St John of God Health Care, including the Pathology division, operates for all the right reasons.
Whilst ‘Pathology’ has been operating for more than 80 years, their brand position was not as strong as it could be and its defining, unique differences were not evident enough within the marketplace.

While there is a solid business base from the hospitals in the organisation, they wanted to increase referrals from General Practice doctors.


The response

CreativeADM were engaged to clearly identify the unique differences of the SJOG Pathology offer so that the client could actively promote and leverage them both internally and externally. Using our brand positioning methodology, we went through the process of gathering the necessary information, defining the brand essence and determining through a competitive analysis that the brand positioning opportunity was for SJOG Pathology to be recognised as a leading pathology provider for doctors and patients who also care more about people and their health and wellbeing, than profiting from them.

The brand positioning ‘Pathology for people’ is now being introduced at Pathology labs and outlets around the country.

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