Finalist
Future-Proofing the ABHI
Summary of work
ABHI (Association of British HealthTech Industries) has represented the interests of the UK medical technology industry since 1988, but its position as the leading voice in the sector was under threat.
Conscious that its reputation was of a traditional, old-fashioned trade association, valued primarily for its regulatory expertise, the Executive Committee and Board decided that action was needed to ’future-proof’ ABHI to broaden its appeal and membership base and position it more strongly as a forward-thinking force in healthcare.
Our brief was to reinvigorate the ABHI brand and positioning and use this as a platform to promote future growth and influence in the sector. We achieved this by gathering insights from ABHI members, stakeholders and the wider environment, changing the organisation’s name to reflect the focus on HealthTech, creating a new visual brand and developing a new story, tone and lexicon that would underpin everything ABHI does internally and externally.
As a result ABHI is experiencing a higher level of engagement with influential stakeholders, including Secretary of State Matt Hancock. Membership is growing – up by 50 companies with a strong representation from the digital/app/data sector – and online and social media followers have increased significantly.
Judges’ comments
This entry had clear objectives, well-defined purpose and was very well executed. The judges loved the planning behind the campaign and the innovative use of resources. Although quite early in the project, the objectives were clear and the judges look forward to seeing how it develops.
