Eastern Health Alliance
Healthcare & Lifescience Branding: Delivering the right attention and care for your health at the right time
As part of Singapore’s initiative to improve healthcare delivery, there were plans to regionalise & integrate healthcare delivery. The Eastern Health Alliance represents a community of healthcare providers in the eastern region. ‘Coordinated Care’ across the healthcare journey was the state Purpose Statement.
The Eastern Health Alliance (EHA) was a healthcare service provider in Singapore that operated from 2011 to 2018. It was established by the Ministry of Health (MOH) in 2011 as part of its effort to improve the quality and efficiency of healthcare services in Singapore. The EHA was formed through a collaboration between three public healthcare providers: Changi General Hospital, Tan Tock Seng Hospital, and St. Andrew's Community Hospital.
Marketing & Communications
Tangible developed both the new name & logo, emphasising a close-knit & well-coordinated community of healthcare partners. The visual & verbal identity system for the brand conveys the ideas of integration, collaboration & coordination with a series of paths and intersecting circles representing the medical journey from diagnosis to treatment to ongoing care. The Visual & Verbal system was translated into a suite of communications templates and a full set of guidelines. Ideas for the EHA website, including; content, organisation & special features were generated through an ideation workshop.
People & Culture
Campfire workshops were conducted with stakeholders & partners from the healthcare community to align efforts in delivering the brand’s promise. Eastern Health Alliance operated in Singapore from 2011 to 2018
Products & Services
A clear brand architecture was developed, outlining a menu organisation system for EH Alliance’s products & services to help its healthcare partners navigate the brand and its offer.
