Event presence, sub-brand and sales tool for Hospital of the Future

Arab Health is the largest healthcare event in the Middle East and North Africa (MENA) region and generated business worth US $778 million between medical manufacturers and visitors last year. We were approached by Healthcare UK to help deliver the brand style, event graphics, digital sales tool and associated printed materials for its Arab Health exhibition stand in the Dubai World Trade Centre.

Healthcare UK is part of the Department of Health and Social Care and Department for International Trade and exists to help UK healthcare providers expand their business offering overseas. They promote the UK healthcare sector to overseas markets and support healthcare partnerships between UK and overseas healthcare providers.

Project goals

The intent of the event presence in Dubai was to promote UK healthcare experience and knowledge, displaying the world-leading technology, building and infrastructures and supplier network that puts the UK at the forefront of the healthcare market. This experience would be showcased to prospective market clients looking to utilise and implement this experience within their region.

The challenge

The strategic proposition, Hospital of the Future, presented UK companies capabilities to create world-leading hospitals – through architecture, technology, data, medical and infrastructure advancements – and showcased UK suppliers who can work globally.

We created a visual style and tone of voice that gave consistency across all media and event elements, representing the innovative vision in a consistent form and suitable for the localised market. The stand had a number of elements: an eight-metre screen showing a video, four touchscreens in an interactive engagement area, a hologram and a number of printed materials.

So that the stand looked unified we created a brand style aligned to the GREAT branding from the UK government and with an aspirational tone. This was applied to all materials and products that we produced, and shared with third-party creators such as Engage Works who produced the Hypervsn Hologram featured at the event.

Messaging and digital tool

To connect potential clients to UK suppliers, visitors had to be able to quickly access relevant supplier information. For the four touchscreens, we created a digital tool that could be accessed both within the event and externally from all devices. It gave an overview of the concept of Hospital of the Future and showcased each supplier. The tool provoked visitor interest across three categories: design, build and operate.

Our visual system representing these three areas of interest was applied across the stand, hologram and printed materials. The audience learnt about the benefits to each area of experience and used the tool to request direct information and contact from suppliers who could help in each given area.

Visual identity

Within our creative style, abstract thin grey lines referenced technology and architecture as well as having a sense of movement and flow to the overall approach. This also gave a strong backdrop to the more attention-grabbing elements – the video and hologram. Centralised around a core visual mark, we applied this style through all collateral.

An engaging event experience

The Arab Health event was very successful for Healthcare UK, promoting the vision of Hospital of the Future and establishing a digital tool that can grow and flex, with scope for wider global launches and rollout. The show had 51,985 visitors from 159 countries, with suppliers receiving validated interest and lead generation from the tool.