Opportunity: Following Templewater’s acquisition of OncoCare Medical and Novena Heart Centre in December 2023, the opportunity was to create a masterbrand for a new oncology-focused healthcare group. The brand needed to unite established practices with different histories, identities and areas of expertise, while providing a credible platform to attract leading doctors and support further acquisitions across Asia. Developing a shared purpose was also critical to engaging stakeholders and establishing a common understanding of how the businesses would come together.
Insights: Through stakeholder research and engagement, Tangible explored how the group could respect the reputation and equity of its individual practices while aligning them behind a shared ambition. Tangible rapidly tested alternative brand architectures, positioning and personality territories, alongside potential names and visual directions. This research-led process gave management confidence that the group could address existing perceptions while creating a more ambitious and cohesive future-facing brand.
Results: Tangible created Tamarind Health as the unifying masterbrand, supported by the purpose of “Setting new standards in healthcare for better results”, a shared set of values and a flexible architecture that allows established practices to retain their specialist equity. Launched in November 2024, Tamarind Health has since grown into an integrated oncology-focused group operating across six markets: Singapore, Hong Kong, Malaysia, the Philippines, Vietnam and mainland China. Its portfolio now connects expertise across cancer screening, diagnostics, treatment, survivorship and related specialist care, demonstrating how the brand can accommodate continued expansion while bringing diverse practices behind one regional ambition.
Naming is notoriously difficult in healthcare, but ‘Tamarind Health’ quickly emerged as the preferred name for the group. Beyond the Tamarind Tree’s wealth of health-giving properties, the name offered a distinctive and ownable identity for the group.
The interwoven leaf symbol creates a Healthcare Cross that illustrates the collective strength of the Specialist Centres. The leaf element was also leveraged for the Visual Core Element System, and as a unifying element for the Specialist Centres’ symbols.
Tangible developed an employee Brand Book to share with the teams from the Specialist Centers. The objective was to build pride in their collective strength and ensure their Three Values had relevance and meaning.
As you may imagine, Brand Architecture was the hot potato. How should or could the specialist Centers align? Testing provided the answers, as Tangible modeled Brand Architecture scenarios, including alignment of the Specialist Centers to the Group Brand, endorsement opportunities and how the specialist centers could present their offers. The process ensured we arrived at practical decisions and quickly moved past subjective preferences.
Tangible helped the management team with Interior Design concept for Specialist Centers, as some were ready for renovation. Tangible also developed signage and wayfinding for the Specialist Centers.
Visit: Tamarind Health
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