Position GPsupport as the go-to brand for setting up medical clinics in Australia.
Team Pixel have played an important role in transforming and growing the GPsupport brand for the next era of our business.Paul McCarthy, Founder,
Research and strategy commenced at the onset of the COVID-19 pandemic. The way Australia and the world delivered healthcare was about to rapidly change and GPsupport needed to be ready.
We delivered the project in record time to ensure the brand could meet market demand for increased support with remote technology and virtual care. The report stood clear — markets were moving and there was no greater time for GPsupport to make its mark.
The brand’s ability to provide agile, yet future-focussed solutions within an uncertain time made the positioning clear as “technology specialists for the future of healthcare.”
Communication channels were underutilised and presented a huge opportunity for brand growth. Areas such as social media were inactive with low followership despite a large client base.
We created strategic goals for their content with one major overarching mission: produce informative, valuable content for practice managers and GPs in relation to how the right IT partner would help their practice thrive.
We produced highly informative white papers that proved incredibly popular in market, allowing the brand to increase followership, generate leads and become a leading industry voice.
The “IT” factor
Equipped with their technology-specialist positioning, the next evolution of the brand identity needed to present a high-tech aesthetic.
Core themes included reliability, connection and trust.
A brighter, more inspiring palette of blues and greens served as a subtle nod to the colour of medical scrubs and represented the full spectrum of GPsupport’s service. Bolder typography and wider tracking add impact and authority to the brand name. A new icon carried through the triangle shape of the previous mark.
The styleguide directed a greater focus on people in brand imagery as GPsupport relies on relationships working in tandem with technology to provide truly outstanding solutions.
A leader emerges
The website needed to reposition GPsupport as leaders in healthcare IT — showcasing their expertise and people, serving as a lead generation tool and providing a seamless user experience.
The website was geared to support a client’s or potential new customer’s journey from discovery and information gathering through to contact with sales or support.
Website content focused on elevating the leadership position of the brand while demonstrating their expertise and ability in new practice setup. The use of large call-to-actions with hover effects and obvious contact details were used throughout the site to help people get in touch quickly.
Things we learned along the way
Technology saves lives.
When the pandemic hit, GPsupport was there for Australian clinics and their people. Clients were able to seamlessly move to telehealth and remote operations when needed. This meant that staff and patients were more protected and clinics could continue their vital work.
From their team to their clients, technology is all about enabling people to do their best work. Because GPsupport understands so well how healthcare IT and people work together, they are able to niche their services to specifically serve clients in an unbeatable way – they truly are market leaders.