Olymed Clinic Rebranding: From Patient Shame to Comfort

Olymed — is a gastroenterology clinic in Kyiv. What impressed us from the start was their ambition — to grow their impact on Ukrainians’ health, without opening more clinics.
At a joint strategy session, we defined a bold goal:

During a joint strategy session, we defined the goal:

There are currently only three such gastrocenters in Europe. They bring together top specialists, state-of-the-art equipment, and people who want to take care of their health. All of this aims to combat colorectal cancer.

Too Modest for Their Own Excellence

At the time we met, Olymed already had the most advanced medical equipment in Ukraine, surpassing even most European clinics. For instance, they had a full set of scopes of various calibers and Ukraine’s only professional washing system capable of eliminating even Helicobacter.

The clinic’s educational center was already training future endoscopists and gastroenterologists and organizing industry events for doctors from all over the country.

Yet, the Olymed brand did not reflect this level of expertise and technology.

What the Brand Looked Like

We realized that modesty was the business’s core issue.

Why have the best equipment, culture, and doctors if:

The key question became: okay, we have cutting-edge tech and brilliant doctors, but what does that mean for future clients? Do they understand the value, or do they have different needs and concerns?

What surprised us most wasn’t the answers, but how they were delivered. These were among the shortest interviews we’ve ever conducted. People wanted to end the conversations as quickly as possible. You could feel their discomfort with the topic.

People are embarrassed to talk about digestive issues, especially colonoscopies and proctology exams.

It’s impossible to fight colorectal cancer without first eliminating the shame around diagnostics—even with top doctors and the best equipment.

We uncovered Olymed’s true essence and strengths:

• Equipment that enables the most precise GI tract examination in the world, ensuring accurate diagnosis.
  
• Full 50-minute consultations where patients are carefully examined, listened to, and every recommendation is explained.
  
• A tactful and empathetic team that respects personal space and connects with every patient.
  
• Private rooms and a separate VIP entrance for even the most anxious patients.
  
• A cozy boutique-hotel-style interior and even an art exhibit from the director’s personal collection to make patients feel at ease.

At Olymed, everything is about and for the clients. It’s a clinic with a level of service unmatched in Ukraine. We defined the positioning: A Comfortable Gastroenterology Clinic.

Our goal was to make gastro and proctological care a pleasant experience—to eliminate associations with pain and shame. Together with the client, we rethought comfort at every step: from the first website visit to discharge after successful treatment.

Design That Conveys Comfort

The first challenge was to present and describe concepts that usually frighten people in a new, comfortable way. We found a way to talk about gastroenterology with confidence, aesthetics, and calm.

Starting with the Rebranding:

A Simpler Yet More Complex Website

Olymed Website Case:

We wanted the new website to reflect the clinic visit experience and match its high standard. Here’s what we did:

• Removed clutter: focused on four core services we aim to promote. Additional services were moved to a general price list.

• Shifted the spotlight from individual doctors to the clinic’s brand. Olymed’s standards apply universally.

• Created comfortable visual impressions: lots of white space and aesthetic content.
  
• Added client-friendly touches: showed parking and snack areas, explained prep procedures, simplified the appointment form.

Ongoing Communication

The new positioning seamlessly extended into the brand’s expert yet comforting communication across social media. We launched regular campaigns offering free checkups, produced handout materials, and publish monthly posts about the importance of screenings.

Alongside the clinic’s main page, Olymed also runs niche pages for gastroenterologists and proctologists, sharing up-to-date treatment protocols and clinical cases. This allowed us to eliminate the need for traditional medical rep visits to other clinics.