GenesisCare, a global leader in oncology and cardiology care, identified a gap in how its value was being perceived by referring doctors – both internally and externally. Despite an impressive footprint across Australia, Europe, Spain and the United States, there was no cohesive or clearly articulated referrer value proposition. Focus Creative was brought in to define this from the ground up and help GenesisCare sharpen its competitive positioning.

• Insight interviews

• Customer data analysis

• Brand strategy

• Communications strategy

• Employee & CVPs

We started by speaking directly with those closest to the issue – conducting in-depth interviews with GenesisCare’s Customer Experience team to uncover both strengths and friction points. Using these findings, we analysed competitor messaging to understand the broader referral landscape and identify areas of opportunity. The result was a robust, insight-led value proposition supported by clear, strategic pillars. It positioned GenesisCare as not just clinically excellent, but as a truly engaged and collaborative partner to referrers – one that enables better outcomes through innovation and shared care.

GenesisCare emerged with a clearly defined and strategically grounded referrer value proposition – one that resonated internally and positioned the brand with renewed clarity and confidence in a competitive global landscape. The framework has since been used to drive consistent messaging across marketing, operations and physician engagement teams.