brand building with impact(tm)
red launches new City International Hospital (CIH) brand in Vietnam

red launches new City International Hospital (CIH) brand in Vietnam

Blog article entry on: Oct 22, 2013

City International Hospital

City International Hospital (CIH) is the first general hospital to be developed within the International Hi-Tech Healthcare Park in Ho Chi Minh City. With a capacity of 320 beds, it’s now one of the largest international standard private general hospitals in Vietnam. Featuring the latest medical technology and extensive facilities, CIH’s promise is to deliver quality healthcare and a holistic patient experience to families in Ho Chi Minh City and neighbouring provinces.

The red brand builder’s team was tasked to:

– Differentiate the CIH brand positioning from other international hospitals in an increasingly competitive market place

– Build the brand on a trusted ‘emotional connection’– creating a ‘personal, professional & trusted’ brand image for CIH (in partnership with Parkway Health)

– Create a clear & consistent brand identity and message for CIH

– Create brand awareness and consideration amongst the target audiences through an advertising campaign and supporting internal and external communications.

“Putting Patients First”.

red’s recommended  ‘brand building with impact approach focused on show-casing the highly-skilled and experienced doctors, nurses and specialists that the patients would meet and seek help from when they needed treatment at CIH.

Chris Elkin, Managing Director at red brand builders commented, “We created a brand personality for CIH that centred around how CIH genuinely put their patents first – at the centre of everything the hospital team do.  We wanted to demonstrate the personalised, caring, thoughtful and compassionate service that patients will receive at CIH when they are at their most concerned and vulnerable.  This can start from demonstrating how the CIH doctors genuinely take the time to simply listen to their patients concerns first – hence the brand positioning and communications focused expressing ‘Putting Patients First.”

To express the brand, the red team developed a range of secondary brand identity colours, graphic devices, typography and key messages that were applied to out-of-home advertising, print media, brochures, corporate website and internal communications.

CIH is a a partnership between HoaLAM – Shangri-la Medical Co. and Parkway Health, one of the leading healthcare providers of private healthcare services in Asia.    For further information please visit:

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