NHS Trust in rude health

NHS Trust in rude health

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A major NHS Trust hospital has embraced the new ‘patient choice’ healthcare culture with a brochure for patients and GPs.

Created by The Four Peas, the landmark brochure informs and encourages readers to choose the Bath based hospital when they need treatment. It features bespoke photography with key feature statements, and balances narrative content with real life patient stories.

New market
Public healthcare is an evolving and increasingly competitive market. It is no longer the case that we automatically attend our local hospital when we need treatment – instead, we can choose where we are treated. The Royal United Hospital (Bath) NHS Trust is learning to thrive in this new environment.

Brand attributes
The new brochure highlights the hospital’s impressive clinical performance and commitment to superb facilities and services. But when it comes to healthcare, says Bill Vallis of The Four Peas, our emotions play a strong part in our choices, too.

“We wanted to augment the hospital’s performance and service information with its key brand attributes: the warm reception patients receive, the exceptionally caring atmosphere, and the closeness with which medical teams collaborate. These factors are vital in differentiating the hospital.”


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