A clearer brand and website for Bush & Co
20%More online consultant searches after launch — a redesign that didn’t just look better, it shifted behaviour.
Marketing and website design for healthcare businesses that sell on trust
In the healthcare businesses we work with, the buyer is rarely the patient. It is an insurer, a solicitor, an HR director or a case manager, choosing a provider on behalf of someone else. They choose on expertise, on relationships, and on confidence that you will deliver what they have put their name to.
Ideate Partners works with rehabilitation and case management providers, occupational health and workplace wellbeing services, and healthtech businesses. We build the brand, the website and the marketing from research into how those buyers actually choose. This page explains what that research has taught us, and what we do with it.
What healthcare buyers told us
Two of our longest healthcare projects started the same way: by interviewing the people who recommend and buy the service before designing anything.
For HCML, a provider of rehabilitation, case management, occupational health and workplace wellbeing, we interviewed the intermediaries who recommend corporate health services. Three things came through clearly. Relationships are everything, and intermediaries rely on suppliers to validate what they recommend to their clients. They hunt constantly for credible content to share onward, and they go to LinkedIn to find it. And they want to hear from a provider all year round rather than be bombarded, with real stories landing harder than messaging built around services.
For Bush & Co, the UK’s largest provider of case management and expert witness services for catastrophic injury, we interviewed the solicitors and insurers who choose them. Case managers were king, and relationships were built on the quality and personality of the consultant first. Finding the right consultant had to be simple, and solicitors searched by geography before anything else. And solicitors were cautious by nature, and needed a push to try someone new.
Two clients, two studies, and the same lesson underneath. The buyer wants to find the right person quickly and to trust them before picking up the phone.
What that changes about the work
The brand has to show the human side. In both cases the identity had to convey expertise and integrity while showing the people behind it. For Bush & Co that became the symbol of the face and eye: focus, kindness and wisdom. For HCML it became a confident, modern identity that works as hard in print as on screen.
The website is a finder, not a brochure. For HCML we built an interactive case manager finder that lets insurers and solicitors filter by location, profession, specialism and region and shortlist the right expert in seconds. For Bush & Co, a map-led consultant finder with CVs to download, shortlists and saved searches. Both came directly from what the buyers said.
Content is a year-round programme. For HCML the research shaped a LinkedIn calendar, segmented email programmes, landing pages and lived-experience storytelling, built around ethical, behavioural nudges rather than a burst of campaigns.
The sales tools say the same thing. Info packs, presentations, report covers and exhibition stands, so the story holds in a room as well as online.
How we work
We are not clinicians and we do not pretend to be. What we bring is a method for finding out how your buyers choose, and the craft to act on it.
Most agencies use the first side. Some add the second. Very few do the third, and in healthcare it is where the useful surprises live. The patterns from that research become prototypes, and the prototypes are tested against the same buyers before anything is signed off.
We look at the problem from three sides
What you tell us about the business.
What the data shows about the people already searching and comparing in your market.
What the people who buy from you say when we interview them.
Who this is for
Healthcare organisations whose growth depends on being chosen by an intermediary rather than found by a patient. We are based in Bedford and work with healthcare clients across the UK.
We are often brought in by
Rehabilitation and case management providers selling to insurers, solicitors and the public sector
Occupational health, workplace health and wellbeing services selling to employers and intermediaries
Healthtech and health software businesses with a complex product to explain
Providers whose buyers choose by person, location or specialism, and need to be found that way
Meet the directors
Director
Simon Baghomian
Specialising in digital design, with over 20 years of experience and expertise in branding, strategic design and communications. Simon has worked with a diverse range of clients, from small SMEs to Coca Cola, Sony, Aston Martin, Ribena, HSBC, the NHS and Warburtons.
He has led the agency, first as Brandwork and now as Ideate Partners, for more than fifteen years, and his focus on finding the right solution for each client is why so many of them stay.
Marketing Director
Hayley Simpson
Recognised for her honest and strategic approach, Hayley has over 20 years of experience working with companies to create and implement marketing campaigns, communication plans and PR activity.
She has worked across FMCG, retail, recruitment and energy and utilities, and believes every creative solution must be grounded in the objectives of the business. With a passion for branding, she loves nothing more than helping companies tell their brand stories in a unique and honest way.
Case Studies
Real results for the brands we work with
We are often brought in when a business has evolved, but the brand, website or marketing has not kept pace.
That might mean a proposition that needs sharpening, a website that no longer explains the business clearly, or marketing activity that lacks a clear commercial direction.
We have worked with organisations across technology, healthcare, recruitment, professional services and social impact, helping turn complex offers into clearer positioning, stronger digital presence and more useful marketing.
A new website and search tool for HCML
108KIn its first full quarter live, the new site surfaced in Google search over a hundred thousand times
I’ll be honest, plenty of agencies promise they’ll get to know your business. Ideate actually did it. They started with our customers rather than our logo, and the behavioural research they came back with told us things about how all our various customer groups choose a provider that we genuinely hadn’t seen before. That insight then ran through everything, from our messaging and LinkedIn content to the new website and case manager search tool. We came away with a brand that finally sounds like us and a content strategy that speaks straight to the people we most want to reach. Smart, generous with their thinking, and a real pleasure to work with.
Lucy MorewoodMarketing Manager, HCML
Questions we get asked
Do you work with our clinical and subject-matter experts, or only marketing?
Both. In healthcare the expertise sits with the people doing the work, so we interview them as part of the research and involve them in the messaging. The result has to be something they would say themselves.
Can you work alongside our in-house marketing team?
Yes. Some clients bring us in for a defined project such as a rebrand or a website. Others work with us on an ongoing basis for senior marketing support, content planning and campaigns beside their own team.
Would you build a finder tool for us?
If the research says your buyers choose by person, location or specialism, yes. Both finders above exist because buyers told us that is how they search. If they do not, we will not build one for the sake of it.
How long does the research take?
Long enough to interview the buyers who matter and find the patterns. It is the part of the work that pays for everything after it, so we do not rush it. We set out the timeline at the start.
What is the best way to start?
Book an Intro with Ideate. It is a free hour where we look at your challenge, share an honest view on where brand, marketing or digital could help, and see whether there is a fit.
Book an Intro with Ideate
Tell us who your buyers are and where the enquiries are not coming from. We will share an honest view on whether the answer is brand, website or content, and what we would do first.
Call 01234 604241 or email hello@ideate.partners.