It's difficult to describe Level Health (formerly Primary Physiotherapy) as a brand without acknowledging Mo Alvi's professional history.
Mo is a physiotherapist who trained as an NHS consultant. He developed an a holistic approach to pain, to include not only bio-mechanical pain but social and psychological pain too.
This approach subsequently became one of the unique selling points of Level Health together with knowledge sharing and training.
In 2012 Mo started collaborating with the NHS to innovate and was able to offer integrated approaches and services through his medical platform.
The most interesting challenge from a branding perspective was that Level Health’s direct clients are the NHS and the GPs. However, the end ‘consumer’ of the services were those in need of primary care.
In the short term, Level Health’s strategy was to “look the part” - the knowledge and expertise had to be communicated very decisively at brand level.
In the medium term we needed to grow geographically beyond Kent. This required the brand to be able to walk and talk independently of the business owner in order to gain scalability.
Also in the medium term, the business was set to grow horizontally in two ways: first in terms of service provision (i.e expanding to other primary care services such as dermatology &
ophthalmology); second by being able to bid within the corporate sector (for instance with corporations such as GSK).
Throughout the project the main objective was to benchmark Level Health against the biggest competitors (Virgin Medical, BMI, Bupa) and make sure the brand had a competitive advantage against the greatest.
We needed to sit into a well-defined brand purpose space but simultaneously be able to communicate effectively to very
The brand needed to host sub-brands related to differentiated primary care services while remaining very recognisable as a whole.
The industry is by no means as overcrowded as the fast-moving products world, yet it is important for the brand to be able to elevate itself above the very orthodox score-based bidding process.
Level Health as a brand incorporates many brand stories – the holistic take on care, the passion for innovation the ability to provide integrated services.
Most interesting, is our ability and strength to fully understand the correlation between pain and lack of happiness…to be able to restore that happiness.
The brand strategy will form the basis from which these stories are articulated, the brand stories will create emotional value attached to services we provide, in turn our business will become in its own identity a unique selling point.
Look at the visuals here
Find out more about Level Health here