The Medical Protection Society is the world’s biggest medical protection organisation, offering indemnity and expert advice to medical and dental professionals.
Having recently introduced their new look and feel, MPS asked Cherry Tiger to help them develop their brand story.
This was an extensive five-month long project to develop a full Brand Story, undertaken with the senior marketing team and various stakeholder groups to define ‘More than Defence’, the core brand proposition, and identify what this meant to MPS’s 300,000 members.
Cherry Tiger broke down ‘More than Defence’ into 3 core pillars – “More support, More advice and More defence” – with more detail about how MPS supported each pillar. We also developed more granular messaging for multiple audience groups – as MPS supports its members throughout their career, what ‘More than Defence’ means to medical students needs to be very different to how it’s articulated for foundation doctors, GPs, Consultants and Dentists of all levels.
To support the Brand Story, Cherry Tiger also developed a new, extensive suite of brand photography to capture each core audience. Celebrating the changing demographics of the medical and dental professions, we used real members in real situations to demonstrate how MPS, more than any other medical protection organisation, understands the realities of modern medical and dental practice. It engages the audience by showing their own working lives reflected back at them.
The new branding and brand story were officially launched at the beginning of September 2015.
The photography suite was also incorporated in all materials as an additional unique strand to the brand identity.