key2 was approached by Baptistcare to undertake a comprehensive rebrand, the aim of which was to raise the organisation’s profile in what was fast becoming a very competitive marketplace with the introduction of Consumer Directed Care (CDC).
Baptistcare had a requirement to reposition themselves from being in the Care business to being in the Customer Service business where care, in all its dimensions, is the service being delivered and this required a significant change in organisational mindset.