When your customer is the NHS, cash-strapped and short on resource, you better have something special to say.

An integrated campaign for lead generation.

The Brief

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.


The Challenge

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.

dividing image

What we did

The Solution 

To eradicate the confusion resulting from differing names, we introduced a carefully managed plan to phase out the WebGP product name. By refreshing the eConsult identity, which included the WebGP logo as part of the brand refresh, we were able to build brand recognition for eConsult without further confusing WebGP customers.

Print for eConsult Brand Identity campaign three banners

The audience ranged from Clinical Commissioning Groups (CCGs), responsible for the provision of primary care within their region, to partner GPs and salaried GPs. Although each group has similar overall objectives, the subtle differences in each case meant that the brand application had to be carefully controlled to tailor the messaging accordingly.

As well as creating the brand, we also designed and built the new eConsult website -, managed eConsult's social media presence, which involves case study development, video and animations, content creation and the posting of this across all relevant social channels targeting our key audience.

eConsult Brochure on table Print example for Brand Identity campaign

Content is produced once and then used many times:

Social media sharing functionally is integrated throughout the website to encourage user-initiated social engagement.

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The team at Merchant have been outstanding and instrumental in helping us grow over the last 12 months."

Murray Ellender

CEO eConsult

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