The Background eConsult is an online triage and consultation tool created by GPs for NHS GP practices. The tool captures patient symptoms offering effective, time-saving, remote triage and consultation online.
Merchant started working with Hurley Innovations, provider of eConsult in 2016, developing a new brand identity, image and tone of voice, reflected in a suite of marketing communications.
We worked hand-in-hand with them, advising on the best brand strategy and marketing plan to achieve their ambitious market penetration targets.
Confusion existed in the market due to an inconsistency in product name. Clients who had bought from Hurley Innovations referred to it as 'WebGP' and clients who bought through the clinical software reseller referred to it as eConsult.
There was a lack of consistent brand messaging to clearly align product benefits with stakeholder requirements.