SA Heart is a leading cardiology practice in Adelaide. It wanted to increase referrals and be attractive to potential cardiologist recruits. Qualitative research conducted by Peartree targeting referring General Practitioners and Specialists and young cardiologists not working in the practice revealed that the practice, known at that time as Cardiac Diagnostic, needed to clarify its brand, including review its name.
A brand identity exercise conducted by Peartree Brand Strategy with senior management followed. The implementation phase included a name change, new visual identity and related marketing items and new uniforms for staff. The new uniform project was an excellent opportunity for staff to become intimately involved in understanding the new brand vision for the practice.
An important brand element was “scholarship” and Peartree Brand Strategy suggested that SA Heart hold an annual cardiology seminar/conference for General Practitioners. This concept has become extremely successful and is much anticipated by GPs.
"Peartree Brand Strategy facilitated a root and branch (or top to bottom) review of our entire brand strategy. Lowen Partridge conducted independent market research so that we started with a clear understanding of how our stakeholders perceived us. She then steered us through a comprehensive process to identify every aspect of brand identity relevant to our organizational goals. Finally, we were given sound advice on how we could implement our reinvigorated brand both internally and externally. The whole process was logical, systematic as well as cost and time effective. It provided us with many fresh insights gained through its extensive experience in the professional services sector. SA Heart has an ongoing relationship with Peartree Marketing as a trusted and valuable business partner. We constantly revisit the core principles Lowen helped us articulate to fine-tune our brand strategy in response to changes in our operating environment."
"We’ve just committed to a 5 year vision and so I’m busy writing up action plans etc. One thing that really stands out is how the Brand Identity you worked up with us has stood the test of time. It certainly confirms how robust and thorough the process was that you took us through"Gerry Mak, CEO, SA Heart