A fresh look at eye clinics, or the effect of introducing a Czech brand to the Polish market

What are the differences between the requirements of Czech and Polish consumers? Can the brand image positively received by our southern neighbors be directly transferred to the Polish market? What should be done to ensure that this message is properly received?

Our answers to these questions are included in the article below, which presents the process of introducing the Czech brand Lexum to Poland.

In 2010, the international network of ophthalmological clinics Lexum Group took over control of the Intermedica Ophthalmological Clinics, which had been operating on the Polish market for many years. As a result of this merger, a new brand was created, the identity of which was based on values ​​taken from both of these networks. We chose the name <Lexummedica> for it, which naturally communicated the connection with the Lexum brand, and at the same time, through the <medica> element, strongly referred to the original name <Intermedica>.

The new brand also retained the colors and shape of the Intermedica logo. We decided to gradually “accustom” recipients to the new brand so as not to cause confusion and not to lose the positive image of Intermedica clinics, which had been developed over the years of operation.

The Lexummedica brand operated very actively on the Polish market for over 1.5 years. During this period, it strengthened its image and noted a significant increase in the number of patients. Due to the development of the network, we have planned to open two new clinics in March 2012 – in Warsaw and Wrocław. These events accelerated the decision to fully and finally introduce the Lexum brand to the Polish market.

We began work on adapting the Lexum brand image by analyzing promotional materials used by Czech clinics. We also examined the level of communication of Polish competitors.

When analyzing the Lexum brand’s communication aimed at the Czech market, one can notice the variety of colors, forms and motifs used. The brand’s messages are very abstract and do not refer in any way to the clinics’ business – the latest campaign of the Czech brand was based on unrealistic images of monstrous, unearthly creatures covered with huge sheets of material. The campaign was accompanied by the slogan: “Who wouldn’t want to see more?”.

The communication of Polish competitors is definitely calmer and more specific. The promotional materials directly show the type of services offered (by showing doctors at work) or emotions (images of smiling people are used). Bright, friendly colors are most often used.

After completing the analysis, we found that a direct translation of the solutions used by the Czech Lexum clinics is not a good solution. The message of this brand is very unrealistic and with low awareness of the importance of the services offered by our clinics, it could be completely incomprehensible. We decided that the Polish market is not yet ready for this level of abstraction and we decided to adopt only some of the Lexum brand’s signals.

The name is one of the most important signals of the brand. The name <Lexum> comes from the words <Laser Examiner>, which directly connects it with the ophthalmology industry. In Poland, however, the prefix <lex> is much more strongly associated with law, which is why we considered it necessary to add the description <Europejskie Kliniki Okulistyczne> to the name <Lexum>.

Equally important in the brand’s communication is its logo. We decided to adopt the shape of the Czech brand’s logo, and therefore its colors.

Our brand’s new logo is very colorful (intense colors attract attention), and thanks to simple typography it also makes a more modern impression. The graphic element (rainbow circle) resembling the iris of the human eye was used in the later stages of designing the brand’s communication. The intense color tones from the logo determine the choice of images used in the messages. Photos with vivid, intense colors should be selected, corresponding to the new brand colors.

The changes introduced at the logo level entail the need to adapt the brand’s graphic theme to the new assumptions and redesign all utility and promotional materials.

When creating a new theme – key visual, we were looking for a unique graphic form that would distinguish our brand from Polish competitors, and at the same time provide great possibilities for adaptation and expansion of the message.

Our offer is directed to 3 main target groups:

• for people looking for comprehensive eye care (we offer help whenever something disturbing happens to the eyes),
• for people with vision defects who no longer want to wear glasses or contact lenses (we offer laser vision correction procedures),
• for people suffering from cataracts (we offer cataract removal procedures).

Therefore, our brand’s communication initially includes 3 communication contexts, to which the message must be adapted.

The ultimately selected design refers to the way a person with a visual impairment sees – most of the image is blurred, only the shape of the circle in its center has been sharpened (this is a reference to the shape of the graphic element in the new logotype).

The photos selected for the needs of different areas of our communication always present people and their emotions – joy of life and healthy eyesight. The images feature the motif of hands uncovering or covering the eyes – in each case they show the benefit that we offer the client.

The image dedicated to comprehensive eye care services shows a person covering their eye during an examination. In the message about refraction, the woman forms her hands into the shape of glasses, which she no longer has to wear after the surgery to remove the visual impairment. The message for cataract patients shows an elderly couple – the woman uncovers the man’s eyes and he can see again.

Designing a new visual identity is just the beginning – for the brand image to be consistent, all of its messages should fit together and be logically justified. On the other hand, they must be diverse – otherwise the image will become boring to the recipient. By expanding our brand communication, we try to change the message so that it is slightly different depending on the context and meets the recipient’s expectations every time.

In promotional booklets dedicated to refraction, we show people from the target group – young and active. In materials about cataracts, older people appear. However, these are always smiling, energetic people, in dynamic shots.

A general theme is used for basic promotional materials. It communicates the offer of comprehensive ophthalmological services and fits various situations. Additionally, thanks to this solution, the materials are not repeated unnecessarily.

We are aware of the role that the Internet plays in today’s marketing communication. We do not want to be left behind, therefore we take the same care as we do with traditional activities to take care of our online image. Due to changes in the visualization of clinics, our website has been redesigned (and improved).

The new image of our clinics is yet to appear on the market. Soon, Lexummedica Eye Clinics will finally change into Lexum European Eye Clinics. For us, these changes are a motivation to work even harder and an impulse to further improve our offer. We hope that the new face of the brand will be an interesting change for recipients.