Lucid Group Evolve and Simplify its Brand Architecture
Dec 8, 2020
The current pandemic has forced many industries to find new ways of working. Within medical communications (medcomms), this has involved pivoting quickly towards a digital-first approach in order to optimise communication, engagement and education online. However, this accelerated move towards digital looks to have been a success, as the industry continues to grow against a backdrop of a struggling economy worldwide.
Founded in 2007, Lucid Group has shown an exceptional ability to grow and outperform the medcomms industry over the last 13 years. Much of this success can be attributed to the magical application of unrivalled service and technical expertise – creating value through transformative programmes and long-lasting client partnerships.
To keep a pace with market and client needs, Lucid Group embarked on ambitious growth plans last year which saw it acquire two separate companies – providing an increase in scale, reach and capability. The first acquisition, in Feb 2019, focussed on bringing in new digital and creative skills with the acquisition of Bluedog. Seven months later, in September 2019, Lucid Group acquired HealthCare21 – increasing its footprint in the UK, Asia Pacific and Middle East along with specific expertise in digital strategy, medical writing, editing and design. These acquisitions increased the number of companies sitting under Lucid Group from four, to six: Vivid, Leading Edge, Lucid Partners, HealthCare21 (all focussed on delivering medical communications outside of the USA), Lighthouse Medical Communications US (focusing on the US market) and Bluedog (digital and creative).
Lucid’s vision of building a multi-capability industry-leading healthcare communications company that improves health outcomes and transforms lives is coming ever closer. While its evolution has moved and developed in perfect synchronicity with the current climate, it has also had to re-evaluate and evolve the way it aligns and communicates its capabilities. Effective immediately, all teams delivering medical communications outside of the US will now fall under just one Lucid Group brand – aptly named, Lucid. Lighthouse Medical Communications US will remain its medcomms arm in the US, and Bluedog remains its creative and digital arm for the whole of Group.
Dennis O’Brien commented, “We are committed to building an industry-leading healthcare communications business that delivers life-transforming value to everyone, globally. To do this we will continue to build valuable capabilities for our clients. The new brand architecture provides us with simplicity and alignment on capability – a solid foundation upon which we can continue to build on and continue to bring in talent and transform the lives of those we touch.”
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