Nuffield Health appoints agency to help reposition brand

Nuffield Health has appointed GyroHSR to reposition the brand and promote it as a destination for all aspects of healthcare, fitness and wellbeing.

The appointment follows a four-way pitch, which was handled by creativebrief.Nuffield Health, the biggest independent healthcare charity in the UK, acquired Courtneys and Cannons Health Clubs last year to broaden its health and fitness proposition.

Activity carried out by GyroHSR will focus on encouraging people to take a holistic approach to healthcare.

Nuffield Health is aiming to challenge private healthcare practices and major gym chains, such as Virgin Active, by linking its hospital and gym properties.

The campaign, which breaks this month, will use direct, online, guerilla and outdoor activity with the intention of driving people to one of the brand's 200 centres in the UK.

The healthcare provider has recently secured a £250m package from a consortium 
of banks, intended to refinance its debt and support its growth strategy.

As a charity, Nuffield Health operates on a not-for-profit basis, but charges private healthcare provider fees.