Increasing PCN service usage and access through Branding

with Aylesbury Central PCN

November 2022
ac pcn round logo
Project Summary:
Our client, a Primary Care Network based in Aylesbury Buckinghamshire, approached us with a significant challenge they were experiencing. Due to a practice merge within the PCN, the organisation’s name, logo and brand no longer aligned with the company structure. For the avoidance of wanting to cause confusion amongst their patient population, they wanted to rebrand the PCN to ensure not only trustworthiness amongst the community but to also improve engagement and maximise uptake and efficiency in delivery of services.
Project Description:

The Challenge

With the needs identified, the client approached us with a request for a complete rebrand with new logo, new website, and a social strategy that would effectively communicate their proposition and services. Our team worked closely with Racheal Alley, Network Lead, to understand their vision, values, and offering, and developed a comprehensive rebranding strategy that would help them establish themselves as an embedded care delivery partner to Aylesbury.


The Strategy

We understand the importance of creating a brand that effectively communicates the values, vision, and mission of a Primary Care Network. The branding should inspire trust, credibility, and empathy with patients and other stakeholders. That’s why we take a comprehensive approach to rebranding, ensuring that every element of the brand is aligned with the organisation’s goals and values.

For Aylesbury Central PCN, we proposed a rebrand that would reflect their commitment to providing high-quality patient care and promoting a healthier community. We recommended incorporating an Aylesbury Duck into their new logo, as it is a symbol of the local community. You will see use of the distinct colours and anatomy of the Aylesbury Duck used in the final logo design.

Our team worked closely with Aylesbury Central PCN to refine the design of the logo, ensuring that it was modern, memorable, and conveyed a sense of trust and professionalism. The final result was a contemporary logo that resonated with the local community and provided a strong foundation for the wider rebranding efforts.

The next step was to develop a website that would showcase the new brand identity and improve patient engagement. Our team took a patient-centred approach, starting with an in-depth analysis of the target audience and their needs. We developed a site map and wireframes that focused on user experience and clear navigation, and then moved on to the visual design.

Using the new logo as a foundation, we created a visually appealing website that conveyed the organisation’s commitment to providing high-quality care and building healthier communities. We used high-quality images, clear typography, and a calming colour palette to create a consistent and engaging user experience. Our team also optimised the site for search engine optimisation (SEO), ensuring that it would be easily discoverable by the target audience.

Throughout the process, we worked closely with Aylesbury Central PCN, providing regular updates and incorporating their feedback at every step. The result was a rebranding and website design that successfully communicated the organisation’s unique value proposition and helped improve patient engagement. Our team’s expertise in branding, design, and web development allowed us to deliver a comprehensive solution that met the client’s needs and exceeded their expectations.

Brand guidelines
Project Outcome:

The Results

The rebranding project and new website for Aylesbury Central PCN has significantly enhanced patient access to health services and improved patient engagement and satisfaction. The new website has a patient-centred design, with clear navigation and an intuitive interface, making it easy for patients to find information about the services they need. The site also provides a range of online services and engagement tools such as self-referral links into PCN services, Facebook feed, a PPG Hub and an overview of available services. This has resulted in a more positive patient experience, better utilisation of services and better care for the local patient population.

The new branding for Aylesbury Central PCN has also contributed to increased patient trust and loyalty. The incorporation of the Aylesbury Duck in the new logo has established a strong connection with the local community and has created a recognisable and memorable brand identity which solved the initial challenges faced by the client.

Additionally, the new website has improved AC PCN’s visibility and reach making it more accessible to patients. The site is optimised for search engine optimisation (SEO), ensuring that it appears in relevant search results when patients are looking for local services, jobs or support. In summary, the design and development project for Aylesbury Central PCN has significantly enhanced patient access to health services, improved patient engagement and satisfaction, and established a strong reputation as a trusted healthcare provider in the local community.

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