14 March 2024
Communication strategy for the Biocluster of innovation and health of Hospitalet de Llobregat
In 2022, we were contracted to develop the communication strategy for a new biomedical innovation cluster in l´Hospitalet de Llobregat. The hub, now known as the Biocluster for Innovation and Health, has been created within the framework of the PECT initiative, “4locaLHealth”, financed by the European Regional Development Fund (ERDF). The Biocluster is built around the Hospital Universitari de Bellvitge and its research center, IDIBELL, as well as the Catalan Institute of Oncology (ICO), the health campus of the Universitat de Barcelona, and the Hospital Sant Joan de Déu Barcelona in Esplugues de Llobregat. The project is led by the Ajuntament de L’Hospitalet in collaboration with the Ajuntament d’Esplugues.
As part of the initial strategic analysis, we first conducted a benchmark study to analyse the communication assets, activities and objectives of similar biomedical hubs around the world. Using the information gathered from this analysis, we developed the biocluster’s communication strategy, including the creation of its brand and logo. The communication plan expanded the collaboration strategy initiated by the partners through the “Small Health Communities” initiative and focused on the strengths, challenges and needs to implement a business park for entrepreneurship and innovation.
The proposed strategy identified the need for a synthetic, summative and action-based narrative that builds the brand of the new cluster on ongoing initiatives in collaboration with industrial partners. It also pinpointed the unique opportunities offered by the location on the border between L’Hospitalet and Barcelona, and the strong links with world-class hospitals and research centers. In addition, we have helped to identify the areas where member institutions have the greatest strengths and, therefore, where they can collaborate with companies.
Last 2023, we worked with them again to create a presentation document of de Biocluster, aimed at attracting the interest of companies that want to settle in the biomedical park next to the Hospital Bellvitge, which is developed in the context of the undergrounding of the Granvia in this area of L’Hospitalet, and which is detailed in the Urban Development Master Plan (PDU) Biopol-Granvia.
At the time of writing this article, the new biocluster is finalizing its foundational organization and is preparing to put its land on the market for investors who wish to relocate or start up in the area. This new business park is expected to create 50,000 new skilled jobs and up to 7,000 million euros in annual revenues.
We are very excited to have been part of this incredible initiative that will have a great impact on the health of many people in Catalonia and around the world.
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