The brief

As a long-term communications partner to SYNLAB UK & Ireland, we were asked to lead the strategy to unite six distinct business units under one shared identity: One SYNLAB.

Previously operating in silos and under separate brands, the organisation needed to come together around a single vision and way of working.

What we did

We facilitated leadership discussions, challenged thinking and helped shape the overarching vision, values and strategic priorities for the UK business, working in conjunction with SYNLAB Group to ensure alignment with the global brand strategy.

This was a complex programme, with natural resistance from some business unit leaders and colleagues who were concerned about losing their local identities. We helped overcome these barriers by co-creating the new approach with colleagues across the business, building ownership, recognising what had gone before, and helping teams feel confident about the future. With some business units co-owned with NHS partners, this transition also required careful handling of partner organisations.

We managed the programme from concept to launch. This included shaping the narrative, designing the employee launch campaign, producing brand guidelines, and creating a wide range of assets including logos, signage, promotional materials, social media accounts and digital content.

 

Outcome

The result was a unification programme that established a strong platform for SYNLAB’s future growth and market positioning.

Testimony

“For several years, MIH were effectively SYNLAB UK&I’s communications team, providing counsel to leadership, running the press office and internal communications, and managing GP and clinician engagement. It was their exceptional insight to the NHS and pathology services that really added value. Not to mention that no matter the challenge, they responded with sound advice and an absolutely dedicated team we could trust.” – Lara Cresswell, Communications and Marketing Director, SYNLAB UK & Ireland

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