AI GETS A REALITY CHECK
How a Nordic tech giant used humour, heart and a bit of DIY magic to reframe the AI conversation in the UK workplace.
In a business landscape saturated with buzzwords and faceless algorithms, a loveable, malfunctioning cardboard robot is doing something AI hasn’t quite managed yet, winning hearts.
Meet Gary and Bob. Two London office workers, both using AI. Gary’s version is a DIY-style take on AI, complete with ducting for arms, spray-painted body and flashing LED eyes. Bob’s AI is more like the Digital Twin we all dream of having. This unlikely ensemble are at the heart of a surprising new awareness campaign from Nordic IT powerhouse Advania. A campaign designed not to sell software, but to start a very human conversation about artificial intelligence.
And it’s working.
From Stockholm to the Square Mile
Advania, one of the largest IT firms in the Nordics, has grown rapidly across Europe and is now expanding its footprint in the UK. With offices in six countries and an ever-growing client base, the company wanted to introduce itself to the UK market with a campaign that cut through, particularly within the finance and insurance sectors around London’s Liverpool Street.
But there was a challenge: despite AI’s increasing presence in the workplace tools, UK adoption remains cautious, particularly in traditional industries. While boardrooms might be buzzing with potential, the front-line user is often left frustrated, unsure, or simply unimpressed.
That’s where Gary and his robot come in.
Robots have feelings too
Instead of showcasing futuristic dashboards or rattling off performance stats, the campaign took a different path, one paved with nostalgia, humour and a healthy dose of irony.
Drawing inspiration from retro-futurist pop culture (think The Jetsons or Lost in Space) and the handmade charm of the indie film Brian and Charles, the creative team built The Robot from scratch: cardboard boxes, silver spray paint, ducting, and a bit of LED wizardry. He’s the physical embodiment of bad AI; clunky, confused and ultimately not very helpful.
But Gary and his robot aren’t just a punchline, they’re relatable, they’re a symbol of the solutions that don’t quite work, the system that never quite syncs. The AI that was supposed to make life easier but somehow made it worse.
And in contrast? Bob and his digital twin, glide in to show us what AI should be, smart, intuitive and effective. Together, the amusing ensemble form a narrative that acknowledges workplace frustration while gently positioning Advania as the fix.
Billboards, bots and belly laughs
While the campaign was built around a central video narrative, it quickly expanded into a wider activation. Out-of-home ads popped up around Liverpool Street Station and along the Elizabeth Line, catching the attention of London’s financial district. On social media, Gary and Bob became instant conversation starters. And at live events? The Robot made actual appearances, happily posing for selfies with intrigued attendees.
A series of tailored nurture emails, landing pages and paid digital ads helped carry the message further, using Account-Based Marketing (ABM) tactics to target decision-makers in insurance and finance with messages that struck the right balance of humour and relevance.
And most impressively? The campaign never lost sight of Advania’s core message: AI, when done right, should help people, not hinder them.
A brave step forward
By being brave with tone, storytelling and visual identity, Advania’s campaign not only sparked interest in a traditionally serious space, it positioned the brand as empathetic, human-first and forward-thinking.
The result? A campaign that feels as warm as it is smart. One that opens the door to better conversations about workplace tech. And one that proves creativity still has a central role to play in how we talk about the future of business.
The robot may be made of cardboard but the message is anything but flimsy.
View the case study here.
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Tough Love: Why Your Channel Marketing Isn’t Working
Channel marketing should be driving real demand and building stronger partner relationships. But let’s be honest, it often isn’t. Campaigns get stuck on rinse-and-repeat tactics, partners ignore generic comms, and budgets quietly disappear without delivering the pipeline you were hoping for.
That’s why we’ve created our The Tough Love: For Channel Marketing. It’s not here to sugarcoat things. It’s here to call out what’s holding brands back and show how to fix it. Because sometimes a straight-talking reality check is exactly what’s needed.
The problem with “business as usual”
Channel campaigns are supposed to inspire, activate, and enable partners. But too often they fall into the same traps:
Email blasts that go unread because the messaging isn’t relevant to the partner or their customers.
Assets that get lost in the portal because they’re too generic or hard to customise.
One-size-fits-all toolkits that leave partners struggling to adapt content for their audience.
Safe, copy-paste creative that looks like every other vendor in the market.
The effort is there, it’s just not landing. Partners are overwhelmed, end customers are tuning out, and your brand blends into the background.
The 8 pitfalls holding campaigns back
In the guide, we’ve boiled it down to eight big problems that consistently sabotage channel activity:
Lazy personalisation – swapping in a name isn’t enough to make something feel relevant.
Diluted messaging – trying to appeal to everyone, so the message lands with no one.
Over reliance on “best practice” – following outdated rules that don’t deliver today.
Channel autopilot – pushing the same assets everywhere without tailoring.
Too much noise – flooding inboxes and feeds with more of the same.
Neglecting the brand – treating campaigns as functional comms, not brand-builders.
Weak creative – visuals and copy that feel flat and forgettable.
Lack of bravery – sticking to safe ground instead of trying something bold.
If you’ve worked in channel marketing for a while, you’ll probably recognise a few of these. Most teams do.
What tough love looks like
Fixing channel marketing doesn’t mean tearing it all down. It means being bolder in how you support partners and engage customers. That means:
Creating campaigns with bite – messaging that actually helps partners start a conversation.
Mixing formats – not just email, but social, video, digital activations, and customer-facing content partners want to use.
Designing for cut-through – creative that looks different, feels fresh, and makes your brand stand out.
Putting the brand at the centre – so every piece of content reinforces who you are, not just what you sell.
Taking smart risks – giving partners something unexpected, rather than another standard-issue toolkit.
This is how you move from “tick-box campaigns” to real partner activation.
The upside
Here’s the opportunity: most channel marketing is forgettable. Which means the vendors and brands who dare to do things differently are the ones who will stand out. Give partners something worth sharing, and you’ll win their attention and their customers’.
That’s exactly what our Tough Love: For Channel Marketing Guide is about. A no-nonsense look at the pitfalls holding channel campaigns back and how to turn them into growth engines.
Tough Love, Big Results
If your channel activity feels like it’s stuck on autopilot, now’s the time to step back and rethink. A little tough love could be exactly what’s needed to sharpen your approach and deliver results your partners (and your board) will thank you for.
Channel marketing sucks. But it doesn’t have to. Find out more here
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The Tech Brand Who Bet Big on Brave and Won
When you’re a challenger brand, standing out is not just an option, it’s a necessity. The story of Infinity Group’s rebrand is a powerful testament to the transformative impact of bold, strategic branding.
The Challenge: A Brand Lost in the Crowd
Infinity Group, a well-known player in the IT services sector, had a brand identity that no longer aligned with their evolving ambitions. It felt outdated and inconsistent, reflecting their past rather than their future.
As Chris Marshall, CMO at Infinity Group, candidly put it, “The brand was fit for purpose for what it was in a bygone time… but it represented what the business used to be, not where it wanted to be.”
Infinity Group found themselves in a sea of similar providers, blending into the background rather than standing out. Their brand was failing to capture the essence of what made them unique, and this was reflected in everything from their digital presence to their proposals. The need for a fresh, bold approach was undeniable.
The Turning Point: Choosing to Be Bold
During our discovery process with Infinity Group, it became clear that a dramatic shift was required. The old purple logo, a relic of past creative efforts, symbolised a brand in desperate need of revitalisation. But as with any significant change, there was apprehension. Chris recalls, “It was a challenge coming in with a fresh set of eyes knowing that the brand needed updating, but knowing it was the business’s baby.”
This hesitation is common among stakeholders considering a rebrand. The fear of alienating existing customers, losing brand equity or not being taken seriously can be paralysing. Yet, as Infinity Group discovered, taking a calculated risk, based on research and collaborative expertise is often the catalyst for breakthrough success.
The Creative Concept: BIG LOVE SUPER GEEK
When we presented the BIG LOVE SUPER GEEK concept, it wasn’t an easy sell. The room was divided. The concept was daring, colourful, and completely different from anything Infinity Group had considered before. But it was also precisely what they needed.
Initially, there were concerns. Would such a playful, unconventional approach be taken seriously, especially in the conservative world of IT services? Chris and many of the other stakeholders worried that this daring move might not resonate with their target market. But as the team began to consider the practical applications and the brand’s potential to stand out in a crowded marketplace, the doubts began to fade.
The BIG LOVE SUPER GEEK concept was not just a visual overhaul—it was a strategic repositioning. It was about breaking free from the generic mould of IT service providers and presenting Infinity Group as a vibrant, dynamic force in the industry.
The Results: A Brand Reborn
The results of Infinity Group’s bold decision have been nothing short of remarkable. Since the rebrand, they’ve experienced a 40% increase in leads, a significant boost in their win rate, and have attracted larger clients that they would have struggled to win over in the past. Their new brand has resonated deeply within the industry, earning them recognition as a trailblazer and Microsoft Partner poster child.
The rebrand has also had a profound impact internally. The team is more energised and creative, with staff members proudly showcasing the new brand both inside and outside of work. Talent attraction has improved significantly, with a noticeable uplift in the calibre of candidates eager to join the company. As Faye Sandford, Head of Marketing at Infinity Group explained, “It’s simple, easy to use, and allows us to achieve what we need to achieve creatively. This is probably the first brand that I’ve worked on that I’ve actually wanted to show people outside of work.”
The Power of Differentiation
Infinity Group’s journey underscores the importance of differentiation in today’s market. In an industry where many companies look and sound the same, standing out isn’t just beneficial, it’s essential. By embracing a bold, distinctive brand, Infinity Group has not only set themselves apart from competitors but has also created a platform for sustained growth and success.
At Fluro, we believe that every brand has the potential to be extraordinary. Our work with Infinity Group is a shining example of how daring to be different can lead to incredible outcomes. As Chris eloquently put it, “I’d almost go as far as saying that if we hadn’t rebranded, we wouldn’t have been able to get to where we are now.”
In a world where brand conformity is the norm, be bold. Be different. Be memorable. Whether you’re looking to refresh an outdated image or break into new markets, the power of a well- executed, differentiated brand strategy cannot be overstated. The results speak for themselves, success comes to those who dare to stand out.
Want to see how the brand came to life?
View the full case study here
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Campaigns as a force for change
Despite growing openness in today’s conversations, some subjects are still approached with hesitation. Women’s intimate health is one of them, often shrouded in euphemisms, awkwardness, and silence. The Balance Activ campaign shows how thoughtful, strategic marketing can help break the stigma and turn a taboo topic into part of the everyday conversation.
The Communication Challenge
Women’s intimate health products face a unique marketing challenge: how to be informative without being clinical, approachable without being trivialising, and attention-grabbing without being inappropriate. It’s a delicate balance that many brands struggle to achieve.
What Makes the Balance Activ Approach Different?
The campaign’s effectiveness stems from three key strategic elements that any brand tackling sensitive topics might learn from:
- Finding the Sweet Spot in Tone Successful taboo-breaking campaigns understand that tone is everything. Balance Activ uses a voice that combines factual information with approachable language and just the right touch of humour, “a little bit naughty” without crossing into inappropriate territory.
- The Strategic Use of Visual Metaphor Rather than choosing either clinical imagery or avoiding visuals altogether, the campaign employs botanical graphics that elegantly symbolize natural balance. This visual approach creates an accessible entry point for a conversation that might otherwise feel uncomfortable.
- Creating Dual Communication Layers Perhaps most importantly, the campaign distinguishes between different communication needs: educational content remains straightforward and informative, while social content leverages more playful elements to capture attention.
Beyond Products to Cultural Conversations
The best campaigns addressing sensitive topics recognise that they’re not just selling a product, they’re participating in a cultural dialogue. By giving audiences “more laughs, less blushing,” Balance Activ does more than promote pH-balancing products; it helps normalised conversations about women’s bodies.
Conversation-Changing Marketing
Volkswagen: Embracing Imperfection
In the 1960s, when American car advertisements glorified size, power, and flashy design, Volkswagen’s “Think Small” campaign broke one of advertising’s biggest taboos: acknowledging a product’s limitations.
The now-legendary campaign featured a tiny Beetle in a sea of white space with the headline “Think Small.” Subsequent ads included lines like “Lemon” and “Ugly is only skin deep.” In an era when brands exclusively amplified their strengths, Volkswagen’s candid acknowledgment of the Beetle’s compact size, unusual appearance, and occasional manufacturing defects was revolutionary.
What made this taboo-breaking so effective wasn’t shock value but radical honesty. By addressing consumers’ potential objections directly, Volkswagen built unprecedented trust. The campaign transformed perceived weaknesses into strengths—small became efficient, unconventional became distinctive. This approach didn’t just sell cars; it changed advertising by demonstrating that authenticity could be more powerful than exaggeration.
Bodyform: #BloodNormal Campaign
Bodyform’s groundbreaking decision to show red liquid instead of blue in their demonstrations represented one of advertising’s most significant taboo-breaking moments. The campaign extended beyond this visual choice to include realistic portrayals of period experiences; pain, mood swings, and everyday activities.
What made this campaign remarkable wasn’t just its shock value, but its fundamental message: hiding normal bodily functions behind sanitized imagery only reinforces unnecessary shame. By depicting reality, Bodyform created authentic connections with consumers tired of having their experiences sanitized.
Universal Principles of Taboo-Breaking Marketing
What these campaigns including Balance Activ, demonstrate is a set of principles applicable to any brand addressing sensitive topics:
- Normalise, Don’t Sensationalise
Effective taboo-breaking doesn’t shock for shock’s sake. It presents previously hidden topics in straightforward, normalised contexts.
- Use Humour Strategically
Humour serves as a powerful tool for disarming discomfort but must be deployed with sensitivity, laughing with audiences, never at them.
- Balance Education and Engagement
The most successful campaigns recognise that they must both inform and involve their audience, adjusting content appropriately across platforms.
- Visual Intelligence Matters
Smart visual choices, whether botanical imagery for intimate health or realistic representations for periods, can communicate powerful messages without words.
The Cultural Power of Marketing
The most meaningful campaigns don’t just increase sales, they shift conversations. By addressing women’s intimate health with the perfect balance of information and approachability, campaigns like Balance Activ demonstrate how marketing can be a force for positive change.
When brands have the courage to break taboos intelligently, they don’t just connect with consumers, they help create a world where important topics don’t have to be whispered about. And that’s a goal worth pursuing beyond any product benefit.
View Balance Activ case study here.
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WHY PLAYING IT SAFE IS RISKY BUSINESS
Today’s marketplace is crowded.
But you know this, because you’ve heard it. A million times before. Haven’t you?
That’s because ChatGPT loves to start articles with this phrase, or something like it. And to be fair, ‘those in the know’ will generally agree that beginning your piece with a framing statement, a line that sets the context, is best practice.
Of course, there’s nothing wrong with opening your article with a framing statement like this. It’s perfectly fine. But it’s getting boring. And boring is something you don’t want to be accused of when it comes to branding and marketing. In fact, boring is quite possibly your biggest enemy.
So, What’s Changed?
To be perfectly honest, being boring has never been acceptable, but applying best practice used to mean something. But that was in a world where only ‘those in the know’ knew what that was. But in a post-AI world, where we’re all ‘in the know’, best practice has lost all its power, because best practice now means standard practice.
And if you want to do better than bog-standard, then you’d better listen up.
Why so Beige?
Somewhere along the way, the world of branding and so-called ‘creative marketing’ became very flat. Now, we’re not pointing the finger at AI here, because it simply isn’t true. There are loads of reasons that we’ve ended up in this situation; the pandemic, globalisation, digital transformation, the constant pressure to scale up…just to name a few.
“You make something off-white or beige because you are afraid to use any other color – because you don’t want to offend anybody. But by definition, when you make something no one hates, no one loves it…We don’t talk about planes flying; we talk about them crashing.” Tibor Kalman
In this sprawling, blandscape, everyone has become scared of saying the wrong thing. They fear doing anything that might alienate a portion of their audience. And in their valiant efforts to be a ‘brand for everyone’, they end up doing nothing.
Maybe it’s because we’re in the creative sector that we feel it so acutely, we face the daily drudgery of everything becoming so diluted… from colour palettes and TOV to imagery and graphics. It all just starts to look the same, sound the same, feel the same.
Ready for a change
You know you’re probably guilty of this, and it’s ok, we get it. The stakes are high. You’ve got KPIs to reach. Metrics to achieve. A job to keep. And we’ll be the first to admit that the winning formula has worked for a long time. The path to success has been very straight forward.
But things are changing. And not just for marketers and number-crunchers. Audiences are changing. The way we measure success is changing. The very fabric of the Internet is changing. While this might sound scary, it’s actually good news, because change means opportunity, and opportunity means change.
Thanks to this almighty compression that has flattened the landscape of just about every sector in every corner of the digital universe, we’re in a situation where it’s become quite easy to stand out in the crowd. And by ‘easy’ we don’t mean ‘easy’. We understand that it’s never easy to find your brave.
Brands who broke the mould
Just look at brands that have broken the mould. SURREAL flipped the traditional cereal market with bold design and irreverent messaging, trading broad family appeal for standout, health-focused disruption. Oatly did the same in the alt-milk space, using quirky, self-aware copy on minimalist cartons to build a loyal following. These weren’t accidents, they were strategic decisions to be brave.
Afraid to Be Different?
“When we talk about finding your brave” says Mat Harris, Founder of Fluro, “we’re not talking about being reckless, we’re talking about true creativity, having the courage to stand up and be different in your category. If you think about it, the most reckless thing any brand can do is be safe and stick to the formula, because that’s the quickest way to blend in and get forgotten.”
“Playing it safe can be the most costly thing in the world”. Bill Bernbach
When Benchmarking Goes Wrong
If you keep benchmarking your brand against your competitors, then you will continue to blend in. It’s that simple. But if you can shift your perspective and see the immense power of going against the grain, then you’re on your way to building a brave brand.
Bold, strategic decisions aren’t about making affirmations that everything is fine as it is. Strategy isn’t about doing more of the same. If the status quo was working for you, you wouldn’t be reading this article. You could argue that being brave is about being prepared to give something up to stand out.
“The essence of strategy is choosing what not to do.” Michael Porter
Brave branding in action
Consider how BrewDog deliberately positioned themselves as the anti-corporate brewery in a sea of traditional beer brands. Or how Patagonia consistently makes choices that might alienate some consumers but deeply resonate with their core audience, like their “Don’t Buy This Jacket” campaign that actively discouraged excessive consumption. Both brands made clear choices about what they wouldn’t do, and whom they wouldn’t try to please.
How do I Know if my Brand is Boring?
This might hurt a bit, but change is always hard. Here are some questions you could ask yourself…
Messaging and TOV
- Brave brands make you feel something. What does your brand make you feel?
- A brave brand has an opinion. Is your brand making a stand on anything?
Design
- Colour and imagery are huge emotional triggers. What emotion does your brand evoke?
- A brave brand doesn’t follow trends, it creates them. What creative risks are you taking?
Strategy
- Have you clearly identified who you’re NOT for?
- What industry “best practice” are you willing to deliberately ignore?
How Brave Is Your Brand?
Don’t just read this and nod along. It’s time to put your brand to the test.
Test Your Brand’s Boldness with Fluro’s Braveometer
Our AI-powered tool analyses your website in seconds, evaluating your brand’s bravery by examining your tone of voice, visual identity, and colour palette. You’ll receive an instant Bravery Score that shows exactly where you stand.
How It Works
- Enter Your Website URL – Our AI does the heavy lifting.
- Watch as we analyse your website from top to bottom…
- Get Your Score – Are you flatlining or are you on fire?
- Expert Advice – Have a chat with one of our brand mavericks. For Free!
Remember: in a world where everyone is playing it safe, the most dangerous strategy is to be forgettable. The brands that will thrive tomorrow are the ones brave enough to stand for something meaningful today.
What are you waiting for?
Find your brave.
Put your brand to the test with Fluro’s
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Campaigns that Make a Mark
Some campaigns go beyond just grabbing attention, they create real connections that resonate deeply with audiences. Make Your Mark is one of those rare gems.
In an era dominated by digital screens and keyboard taps, we helped Pilot Pen accomplish something extraordinary. The Make Your Mark campaign transformed a writing tool into a cultural statement, and it came from a simple yet meaningful insight – that every person has a unique story waiting to be told.
Reimagining a Low-Interest Category
Pens aren’t typically the most exciting piece of stationary; they’re functional, often forgettable, and rarely inspire passion. But our approach wasn’t about selling a product, it was about unleashing potential.
- Reframing the Narrative – Instead of focusing on ink quality or design, we positioned Pilot pens as instruments of personal expression. We transformed a commodity into a catalyst for creativity.
- Putting Users First – We shifted the spotlight entirely. The pen wasn’t the hero—the students were and this helped celebrate the end user in a completely unexpected way.
- Authentic Visual Language – Our creative team developed a visual identity that broke through the noise. Bold, imperfect, and raw—we revelled in the messy beauty of human creativity.
Breaking the Marketing Mould
Make Your Mark wasn’t just a campaign, it was an interactive platform that invited young people to share their stories, challenges, and dreams. Pilot didn’t need to reinvent themselves; we simply helped them share their core purpose with a fresh perspective.
Multi-Platform Engagement
We designed a strategy that lived and breathed across channels:
- Social media challenges
- User-generated content
- Immersive storytelling initiatives
This approach transformed a straight-forward marketing campaign from a monologue into a surprising conversation about the benefits of handwriting.
The Power of Possibility
The most powerful campaigns don’t sell products—they sell potential. By shifting focus from features to human possibility, brands can create profound connections that transcend traditional advertising.
Nike Goes Beyond Footwear
Nike has long been the gold standard of possibility-driven marketing. Their iconic “Just Do It” campaign doesn’t sell shoes—it sells personal transformation. Each advertisement is less about athletic gear and more about human potential, courage, and breaking through personal limitations. Whether featuring professional athletes or everyday individuals overcoming challenges, Nike positions its products as tools for personal triumph.
The campaign doesn’t just showcase performance technology; it tells stories of human resilience. A runner pushing past exhaustion, a person with a disability achieving their dreams—these narratives transform Nike from a sportswear company to a symbol of human potential.
Dove Redefines Beauty
Dove’s Real Beauty campaign is another masterclass in marketing beyond the product. Instead of showcasing soap or skincare as mere cosmetic solutions, Dove challenged entire societal narratives about beauty. Their campaign wasn’t about cleaning or moisturising—it was about self-worth, diversity, and challenging restrictive beauty standards.
By featuring women of all shapes, sizes, and backgrounds, Dove transformed from a personal care brand to a movement championing authentic self-acceptance. Their products became instruments of empowerment rather than just cleansing products.
More Than Just a Pen
These campaigns demonstrate is a fundamental marketing truth: people don’t buy products, they buy better versions of themselves. Make Your Mark shows how a simple marketing brief can become an inspiring expression of your brand’s deeper purpose. In a world so quick to digitise everything, Pilot reminded us that sometimes, the most powerful connections are made with something as simple as putting pen to paper.
True brand magic happens when you look beyond what you sell and focus on what you make possible.
View the case study for the Mark your Mark campaign here
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Bold Talk for Brave Brands
Let’s be straightforward the marketing world isn’t just moving fast, it’s transforming daily. Your targets are becoming increasingly ambitious, your budget is under constant pressure, and everyone expects exceptional results immediately.
That’s precisely why we created Fluro Sessions. An authentic, unfiltered video series that addresses the true complexities of modern marketing. Each episode brings Fluro team members together to discuss the genuine problems we see affecting marketers daily, delivering practical insights without the corporate jargon, plus some refreshing perspective when the conversation gets too real.
The Straightforward Conversations You’ve Been Waiting For:
The Target Trap: When Ambition Meets Marketing Reality
What happens when the goals established are disconnected from what’s actually achievable? We discuss the challenge of unrealistic targets and show you how to realign expectations intelligently and constructively. Because ambitious goals need realistic strategies. Read the blog
The Data Dilemma: When Metrics Lose Their Meaning
Many marketers are overwhelmed with data while searching for genuine insights. This episode examines the metrics culture and rebuilds a framework where data truly enhances your decision-making instead of just filling your presentations. Because not everything meaningful can be measured. Read the blog
The Strategy Crisis: When Immediate Needs Overshadow Long-term Vision
Your strategic roadmap often gets interrupted by immediate requests and quick-win initiatives. We address the challenge of reactive marketing and provide approaches to protect your long-term plans while managing day-to-day demands. Because sustainable success requires strategic thinking. Read the blog
The Budget Squeeze: When Expectations Rise as Resources Decline
Every year, performance expectations increase while resources become more constrained. Rather than offering empty reassurances, we have honest conversations about what’s truly possible and how to establish reasonable parameters that protect your team’s effectiveness. Because creativity thrives with clear boundaries. Read the blog
You can watch all episodes for unfiltered marketing wisdom: Fluro Sessions on Vimeo
This series is crafted for thoughtful marketing professionals. It’s for brand leaders, in-house teams, communications specialists, and anyone who’s ever found themselves questioning conventional approaches during strategy meetings.
We’re not claiming to have perfect solutions. We’re working through these challenges alongside you, sharing experiences and practical approaches for navigating a profession that grows more complex each day.
More enlightening conversations coming soon. Have a marketing challenge you’d like us to address? Share your thoughts. We’re listening, and we’re committed to having the candid conversations that move our industry forward.
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How Brave Is Your Brand?
Bravery in branding isn’t about making noise for the sake of it. It’s about standing out with purpose, grabbing attention in a way that feels true to who you are. But let’s be honest – not every brand is hitting the mark.
So, where do you stand? Are you turning heads or blending into the background?
The Science of Standing Out
Brands that thrive don’t just play it safe. They take calculated risks, own their personality, and create a lasting impression. That’s where the Braveometer comes in an AI-powered tool designed to analyse your digital presence and call out where you’re being bold or playing it safe.
Our Braveometer gives your website an instant AI-powered boldness check, analysing everything from tone of voice and messaging to visual identity and colour palette.
What’s Your Score?
- Brave & Unstoppable (70%+) – You’ve got confidence, a distinct visual identity, and a brand that demands attention. But could you push it even further?
- Halfway to Heroic (40-70%) – You’ve got solid foundations, but there’s room to dial up the impact. A tweak here, a bolder move there, small changes can make a big difference.
- Beige Alert (0-40%) – Your brand might be functional, but is it memorable? A safe approach won’t cut through the noise. Time to rethink, refresh, and redefine.
What the AI Won’t Tell You
Our Braveometer is a powerful tool, but let’s keep it real, it’s not a crystal ball. AI can crunch the numbers, but real brand strategy comes from the perfect mix of data, creativity, and gut instinct. That’s why alongside your score, you’ll get a short summary about your brand’s potential and an opportunity to score yourself a free chat with our brand revolutionaries.
Ready to See Where You Stand?
Drop your URL, get your score, and see where your brand sits on the brave scale. The results might surprise you…
Whether you’re a “FLATLINE” at 5% or “HOLY S**T, YOU’RE ON FIRE!” at 95%, our brand rebels can help you either perform brand CPR or keep making your competitors sweat.
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THE 8 BITTER PILLS OF PRIVATE HEALTHCARE MARKETING
In the Private Healthcare sector things are changing fast. There’s more competition than ever before, technology is setting new benchmarks and patients are more demanding, sceptical, and overwhelmed than ever before.
The time has come where you have to evolve and adapt your approach. This means building trust by being more responsive to an audience who has lost faith in the system. It means it’s time to meet patients where they’re at, which is online and in the remote consultation space. And we know you don’t want to hear this, but it also means that it’s getting harder to get noticed and be remembered in an increasingly competitive sector.
But we’re here to help.
We’ve got some hard truths to deliver, but we’ve also got ways you can turn these bitter pills into brilliant opportunities.
Bitter Pill No. 1
Your patients aren’t ‘shopping around’ they’re running from NHS waiting lists.
FACT: the NHS waiting list has hit 7.5 million people. Patients are frustrated, exhausted and turning elsewhere.
People don’t turn to private healthcare because they love spending money. They’re frustrated, and desperate for treatment and advice.
Don’t waste this opportunity to step up and be the healthcare provider they need right now.
Be faster. Be better. Be there.
Bitter Pill No.2
Trust is the only metric that matters and you’re losing it.
FACT: The Edelman 2024 Trust Barometer reports that patient trust in healthcare is eroding.
But you already knew this didn’t you?
Because you’ve been a patient.
You know how it feels to lose faith in the system.
Patients don’t just want healthcare, they want honesty, clarity and compassion. If you don’t make transparency and empathy a priority you’ll lose market share.
Bitter Pill No.3
Healthcare is deeply personal and earning patient loyalty takes more than a slick brand.
FACT: 30% rise in self-funded treatments since the pandemic. Patients are being forced into private healthcare.
Patients might feel forced into private healthcare, but you can ease the blow by creating seamless patient journeys, providing consistently excellent service. A loyal patient will be an advocate.
Bitter Pill No.4
Don’t talk like a doctor. Talk like a person.
FACT: 40% of patients struggle to understand health materials. Patients are overwhelmed and confused.
Step off your pedestal, put your clipboard down, take off the white coat.
You don’t have to choose between being professional and personable. Be both. It’s not that hard and you’ll be amazed at the response.
Bitter Pill No. 5
Your website is old and confusing. You’ll get left for dust in the AI era.
FACT: Brits consult ‘Dr. Google’ nearly 50 million times per year. Your first point of contact is now Google.
Google and Meta are becoming more user-oriented. Search behaviour is changing.
Stop putting your agenda before your patients’ needs. Tell them what they want to know, not what you think they should hear and you’ll find favour with the algorithms.
Bitter Pill No.6
People are sick of being in the dark. Waiting, helpless and uncertain.
FACT: Patient experience is your new battleground.
Think of your patients as consumers.
Because they are.
Earn their trust, earn their loyalty and you’ll earn their wallet share.
Bitter Pill No. 7
If your operations can’t be on the cutting edge, at least your CRM can be.
FACT: AI isn’t going anywhere.
We get it. Healthcare moves slow. But your marketing doesn’t have to.
Use emerging tech to streamline services and enquiries and create highly targeted campaigns that get your services seen by those who need them most.
Bitter Pill No. 8
Without data, you’re flying blind.
FACT: Data is your secret weapon in private healthcare marketing.
Your patients are giving you valuable insights every day through their behaviours, preferences, and feedback.
Use this data to personalise their experience, drive engagement, and build trust.
When you understand your audience, you can speak directly to their needs—and they’ll listen.
Ready to face the truth and transform your private healthcare marketing?
Download the Guide Here to discover actionable strategies for building trust and engaging your patients.
Let's start something
Want to talk to us about a project?
Just get in touch, we'd love to chat.
Send an email to hello@fluroltd.com
Ring on 01628 525 449
Prognosis negative
Private Healthcare is a difficult market to navigate.
You’re dealing with high stakes (sometimes literally life and death), long sales cycles, heavily regulated and restrictive claims, and an emotionally charged audience.
And on top of that, things are changing fast…
- There’s more competition than ever before.
- Technology is setting new benchmarks.
- Patients are more demanding, sceptical, and overwhelmed than ever before.
So what’s next?
It’s time to adapt to the changing market conditions.
Your marketing needs to be:
- Responsive to an audience who has lost faith in the system.
- Meet patients where they’re at.
- Work harder to get noticed and be remembered.
It might be a bitter pill to swallow, but it’s time to hear the truth.
The Bitter Pill – Fluro’s Guide to Marketing in Private Healthcare
We’ve put together a list of hard truths about the status of private healthcare marketing.
These truths might be hard to swallow, but they’ll show you exactly where and how you can improve your approach and build back trust with your audience.
Let's start something
Want to talk to us about a project?
Just get in touch, we'd love to chat.
Send an email to hello@fluroltd.com
Ring on 01628 525 449
We’ve launched a new website to give healthcare brands a clearer view of what we do, how we think, and where we can take them.
Different sector same brave approach.
