Center for Sleep Medicine Senare

Brand and communication strategy for a company in the medical sector

Rok współpracy: 2024

Senare is the first center in Poland that comprehensively diagnoses and treats all sleep problems – regardless of their cause. The company was created from the need to establish a place combining expert medical knowledge with a holistic, partnership-based approach to the patient. The mission of the brand is not only treatment but also education and supporting patients on the way to better sleep and better life. Senare is a space of modern sleep medicine, without white coats and distance – but with empathy, knowledge, and a modern approach to health supported by the latest scientific research.

Objectives

Building a strong market position of Senare as the first center of comprehensive sleep medicine in Poland.
Creating a complete brand and communication strategy supporting the development of the company and patient acquisition.
Preparation for effective market entry, including branding, communication, and operational activities.

Proposed solution

We started with a competition analysis, including a review of the language, offer, and visual character of the communication of entities operating in the field of sleep medicine, both in Poland and in reference markets.
At the same time, we carried out qualitative research with the brand’s founding team. Based on these conversations, we conducted a cycle of strategic workshops, during which together with the team: we identified key differentiators of the brand, discussed the operating model of the center, including the way of communication with different groups of patients, the registration path, and key contact points at every stage of cooperation.
Based on the collected data, we developed a complete brand and communication strategy, defining target groups, the way of talking about the brand, the purpose of activities, and the recommended channels, tools, and content important in communication.
At the further stage of cooperation, we supported the Senare team in coordinating the process of introducing the brand to the market. In this scope we delivered: guidelines for designing the website and content structure and their implementation, schedule and plan of communication activation in social media, content activities and digital campaigns, recommendations regarding cooperation with creators and media.
Based on the strategy we developed the name and visual language of the brand (case study “branding Senare” you can see here).
Ongoing consulting support at the operational and strategic level at the stage of introducing the brand to the market.

Results

Brand and communication strategy

We developed a complete brand and communication strategy, which includes, among others: brand DNA, brand story, slogan, key differentiators, and descriptions of target groups. The document also contains specific guidelines on how to talk about the brand in different channels – from the website to social media – and how to conduct consistent communication addressed to patients, doctors, companies, and institutions.
Most important KPIs

We determined what is worth measuring to know which activities really translate into a larger number of patients and inquiries. Thanks to this, the team can consciously develop communication and invest time and budget where they bring the best results.
Action plan for 12 months

We developed a detailed plan of communication activities for the first 12 months from the start of the brand – from preparing the foundations (website, content, channels) to the next stages of building visibility, recognition, and engagement. Each stage contains specific activities adjusted to the moment of brand development – from the start of communication, through audience education, to building loyalty and acquiring partnerships.