Amalga Health Launch & Rebrand

OPPORTUNITY

In 2025, I managed the divestment of marketing intellectual property and services for McCrae Hospitals and Orchestral from Orion Health to McCrae Tech. Once I had designed and stood up the AI-powered marketing and brand function from scratch, my focus turned to the urgent rebrand of McCrae Hospitals to Amalga Health, a process that was required to take just three weeks.

This was necessary to time with two events. The first was the announcement of a new partnership between McCrae Tech and Rutnin Opthamology Hospital in Vietnam, supported by New Zealand Trade and Enterprise. The second was the appearance of our CEO on a speaking panel at Hospitals Management Asia conference in Ho Chi Minh in September 25.

EXECUTION

Over 3 weeks I devised and delivered the GTM for Amalga Health for NZ, AU and SEA.

This included: developing the rebrand positioning and story, launching www.amalga.health, working with CEO Niru Rajakumar to leverage his LinkedIn page and launch the Amalga LinkedIn page, writing thought leadership articles, rewriting all content (website, product sheets, display ads, PR releases, product information, sales enablement, LinkedIn posts & articles, merchandise).

I also briefed in freelancers, branding, SEO and offshore event agencies, plus journalists in trade and regional publications in NZ and SEA, and produced all merchandise and event signage creation.

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RESULT

The result was a seamless rebrand that was delivered on time and on budget, and a very happy CEO who returned from the conference in Vietnam with two new as-yet-unannounced partnerships with SEA-based hospitals.

The Amalga.health website experienced a 56% lift in GEO SEO reach/mentions, 15% increase in inbound enquiries via the website, 6-15% engagement rates on LinkedIn, and steady growth in repeat website visitors following the initial bump.

I’m proud to have delivered such a modern and Kiwi-feeling yet international health tech brand, such a rich suite of content assets, and merchandise and brand positioning that the sales and product teams are demonstrably delighted with!