Enzian Health

Back in 2020, “Enzian Health” was just an idea of establishing a network of professional healthcare communities. Today, Enzian Health is a company offering a holistic approach to healthcare across rural Switzerland.

From the onset, Enzian’s vision was grounded in offering health services that were either unavailable or hard to access for these communities — focusing not just on prevention and remediation but also general wellness and healthy living. They were determined to create a network of health centers that would end up bringing modern, patient-oriented services to the local populations of Switzerland’s remote areas.

Brand Strategy

When the founders of Enzian approached us in 2020, telling us they had a name and a business idea for a health company, it immediately became clear that the success, or failure, of the entire endeavor would rest on the shoulders of its brand strategy.

Before defining Enzian’s brand strategy, we needed to solidify their orientation. That translated into extensive research and workshopping during the first phase of the project.

Once we had refined our research down to the best available approaches, we presented our clients with the curated strategy proposals. Soon after, we had our challenges defined and our trajectory set.

In simple terms, we concluded that the brand had to overcome a great deal of mistrust and prejudice associated with private healthcare in Switzerland. It also needed to make a strong case as to why it’s better than the alternatives: insurance-owned and state-owned healthcare providers. It needed to express all the benefits and eliminate the drawbacks of each.

Positioning

Enzian’s company goals were only achievable if they were positioned to appeal to enough individuals with the necessary skillsets. These individuals would form the healthcare communities providing services to local populations, ensuring a diverse — and locally relevant —service spectrum

That meant that the key stakeholders were physicians near the end of their careers, young medical practitioners, and general health experts who are looking to build their careers and are willing to move to the rural areas of Switzerland.

Besides health professionals, Enzain Health’s brand also had to appeal to the local populations of those rural areas with town-specific services, regardless of the general benefit of having a modern health center within walking distance.

The key factor in achieving this appeal was ensuring that everyone involved sees the value in such an endeavor at first glance, becoming encouraged to seek out the specific health service they’re interested in — be it as a patient or health professional.

Challenge

What sets Enzian Health apart is their approach to building their healthcare communities. They merge the time-honored tradition of seasoned professionals passing down knowledge to newer generations, with a contemporary approach to healthcare — new methodology, the latest technology and innovative ideas.

With that, our main challenge was clear: ground zero branding for a highly diverse community of health experts that brings patients and professionals of all ages together around shared values of health and healthy living — before there was any such community to speak of.

Approach

Since the problem was so complex, our solution was simple: build it, and they will come.

Taking Enzian’s values and business plan, we formed them into a comprehensive brand strategy outlined as “community redefining” with the basis of its character defined as “premium holistic”.

Basing our approach on the key objectives listed below, we told the story of a brand that serves its patients, professionals, and communities through independent, local health centers in rural towns across the Alps.