Communication Campaign
Communication Campaign
In 2019, Fenin launched an advertising campaign to reinforce the sector’s strength, enhance the visibility and brand awareness of “Healthcare Technology from Spain,” and base it on the concept of “SPAIN SMART CARING,” linked to the new concept of SMART HEALTH. This campaign associates Healthcare Technology made in Spain with “smart decisions”—innovative, high-quality technology. It features highly visual, updated, and modern images, accompanied by messages that reflect the potential and innovative, leading position that the Healthcare Technology sector has acquired internationally. The campaign’s objective is to maximize the image of Spanish companies abroad and their international reach, to continue increasing exports and expanding their presence in different markets, increasingly seeking diversification.
Background
In 2006, a communication campaign was launched as part of the Ministry of Industry, Trade and Tourism’s Plan for the Internationalization of High-Tech Sectors. Its objective was to promote Spain abroad as a manufacturer of high-quality healthcare technology. The strategy focused on building a distinct brand for Spanish-made healthcare technology, imbuing it with attributes of value, quality, “smart choice,” and good value for money, among others, through a relatable, emotional approach. The campaign positioned Spain as a modernized country with a high quality of life, culture, design, tourism, and other assets.
