Brand alignment for healthcare trio

It’s been a busy nine months for MCG Healthcare after acquiring two healthcare businesses and expanding our specialist healthcare recruitment offering.

In November 2020, Poppy Nursing became part of the business, shortly followed by StaffAid in June 2021. Both bringing specialist agency knowledge to provide nurses and carers to care homes, hospices and hospitals, perfectly complementing MCG Healthcare’s primary and secondary care services.

Now, that both businesses have fully integrated into not only MCG Healthcare but our wider MCG Group, we have re-aligned our three healthcare brands to integrate the MCG branding.

It was critical to recognise the importance of having a carefully developed rebranding strategy when dealing with companies that our employees, nurses and clients love. Both Poppy and StaffAid had strong reputations regionally that were synonymous with high levels of patient care and this was something Ash Higgs, MD of MCG Healthcare, wanted to build on rather than replace:

“Both businesses hold strong values and enviable reputations for providing a high-quality service that ties in perfectly with MCG’s brand. It’s always a delicate balance when rebranding an acquired business but we are confident in the thinking behind the visual brand alignment of all of our Group's companies, as we only acquire businesses that mirror our vision and values already.

“The three pillars central to all our businesses are the people, the service and the sector and therefore, were vital to be incorporated into our brand architecture. Depicted by a circle, square and diamond these three central cornerstones became our logo.

“Our Group motif is a symbol of our unified commitment to our people, our service delivery and our sector specialisms – StaffAid and Poppy have joined in that mission to raise expectations within healthcare recruitment and challenge convention. Our priority is to maintain the high levels of service and patient care that all of our businesses are known for, while collectively building on the MCG brand.”

We have recently become accredited as a Living Wage employer, something which will benefit the candidates of all of our healthcare brands. The candidates and clients of all three businesses will also mutually benefit from our nationwide reach and excellent central support team. As a Group we are all about ‘We are MCG’ - and the future is looking bright for our healthcare trio as we look forward to growing our team and our offering to our clients, nurses and care assistants.

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