Beyond branding: Rebuilding trust in Nigerian healthcare.
I was commissioned by FDC, a marketing agency in Cape Town, to develop a brand strategy for their client, the Bridge Clinic Fertility Centre, based in Nigeria and expanding into the UK. The primary objective was to provide FDC with a clearer understanding of the company's internal dynamics, key personnel, and the complexities of the Nigerian market, thereby strengthening their partnership and guiding future marketing efforts.
The project required navigating the highly sensitive cultural and religious stigmas surrounding fertility in Nigeria, which presented a far more nuanced and complex challenge than initially anticipated. My process had to adapt to this reality, ensuring the resulting strategy was robust enough to address these deep-seated issues.
My approach to this project taught me a valuable lesson: the most profound and honest insights are often revealed through one-on-one conversations.
I found that by conducting interviews away from the influence of group settings or senior staff, clients felt empowered to speak more freely and truthfully about the business's challenges and opportunities.
This 'therapeutic' method allowed me to uncover the hidden complexities of the business, from the founder's vision for a medical foundation to the widespread issue of 'japa' (brain drain) among Nigerian doctors. This bespoke, client-focused process became the cornerstone of my methodology, and I apply it to all my work to this day.
The resulting brand strategy was structured into three key areas of focus: short-term, medium-term, and long-term, to provide a concise and actionable way forward. This three-pronged approach addressed the need for a credible vision through the establishment of a foundation, a clear mission to retain and empower doctors, and relatable values to bridge the trust gap with patients.
The outcome was an inspiring direction for the brand, encapsulated in the quote Dr. Richard Ajayi told me he would frame: “What drives me, is us achieving what you think may be impossible for us to achieve, and getting respect for that.”
This powerful statement became the guiding principle, inspiring a strategy that positions Bridge Clinic as a reliable, empowering, and world-class healthcare leader.
Key people involved:
Madeleine Henstra ~ Acting CEO, FDC
Dr. Richard Ajayi ~ Executive Vice Chairman, Bridge Clinic
Dr. Toyin Ajayi ~ Medical Director, Bridge Clinic
Dr. Tambari Femi-Oluwole ~ Head of Clinic, Bridge Clinic
Dr. Pamela Ajayi ~ Chairman, Bridge Clinic
Sunny Ekhalume ~ Managing Director, Bridge Clinic
To respect the confidential nature of my strategic work, my website offers a general overview of my process and project outcomes; detailed information is available upon request.
