IHTSDO appointed Nucleus in December 2013 to review its brand, value proposition, website and marketing communications, as part of a wider change programme to prepare the organisation for further growth and a changing competitor landscape.
The previous identity was fragmented and confusing and did not meet IHTSDO’s aspirations for a world-class brand – either at a corporate level, or for its market-leading health terminology product, SNOMED CT. Nucleus’ work involved the definition of new value propositions for both IHTSDO and SNOMED CT. This was followed by the creation of a new brand system, designed to help the organisation communicate its expertise, commitment and global coverage.
With a complex name and a product brand better known than the organisation itself, the new brand system is designed to allow a flexible relationship between the two brands – either IHTSDO or SNOMED CT can ‘lead’, depending on whether the communication is corporate or product focused – but either way the complementary relationship is now clear.
Nucleus also designed a new website that will be used primarily for marketing purposes – to engage with potential customers and prompt further contact. The website incorporates responsive templates to optimise the mobile browsing user experience.
IHTSDO’s Head of Communications, Charlotte Schwarz-Rosman, commented “We have really appreciated Nucleus’ integrated approach to brand strategy, brand creation and website design. The new value proposition provides clear promises to our stakeholders. We will use this to further engage with our customers, governments and other partners around the world. We are happy with the result, and with the initial feedback from around the world.”
David Gilbert, Nucleus’ senior brand consultant, said “The organisation operates in a fast-evolving commercial environment, and it must compete effectively with a whole range of service providers, including potential disruptors. We have designed a system to support the successful evolution of the IHTSDO and SNOMED CT brands within this increasingly competitive context.”
The brand system is being rolled out across all marketing collateral, and the new website was launched in test mode a few days ago.
The International Health Terminology Standards Development Organisation is an international not-for-profit organisation based in Denmark. IHTSDO owns and administers the rights to SNOMED CT and related terminology standards.
The purpose of IHTSDO is to develop, maintain, promote and enable the uptake and correct use of its terminology products in health systems, services and products around the world.
The IHTSDO seeks to improve the health of humankind by fostering the development and use of suitable standardised clinical terminologies, notably SNOMED CT, in order to support safe, accurate, and effective exchange of clinical and related health information.