Hale House: Marketing, Community and Content for a Flagship HealthTech Hub
Solution
Hale House is a home for HealthTech innovators in the heart of the Harley Street Health District. Developed by The Howard de Walden Estate and run in partnership with Spacemade, it spans three buildings on Portland Place and offers private offices, coworking, dry labs, podcast studios, event space and content production facilities. It sits inside an ecosystem that accounts for around 40% of London's independent healthcare market, with anchor partners including UCLPartners, the NHS Innovation Accelerator and One HealthTech.
A new building does not make a community. Hale House launched as an application-only hub with room for hundreds of members, and it needed to attract the right founders, clinicians and investors, build a presence across UK healthtech from a standing start, and give members a reason to engage once they were through the door. That is a marketing, content and community challenge as much as a property one, and it runs continuously rather than around a single launch moment.
Marketing and community comms
SomX runs Hale House's day-to-day communications across two distinct channels. On LinkedIn we built and maintained the public brand voice, posting member news, new-occupier announcements, event coverage and monthly community roundups. On WhatsApp we run the members' channel itself, the place where the community hears about what is on, who has joined and how to get involved. We plan the content calendar, write the copy, manage approvals and keep both channels moving week to week.
An animated membership film
To make the community visible in a single piece, we produced an animated membership film that brings the Hale House brand and its members together on screen. We handled the brief, the design and the animation, working through member logos and team imagery so the film reflects who is actually in the building. It gives Hale House a piece of content that travels: on the website, across social and on screen at events.
A year of events, capped by a first birthday
Community is built in person, so we support a rolling programme of member socials, breakfasts and partner events through the year, handling promotion, guest comms and on-the-day photography and videography. The centrepiece was Hale House's first birthday, a celebration that brought the membership together with broadcaster Rory Cellan-Jones as headline guest and the wider Harley Street Health District community. We produced the comms plan, the guest journey, the run of show, the design and the event content.
Design and brand support
Running alongside everything is a steady stream of design: membership logos, one-pagers, event collateral and assets for the Harley Street Health District and its partners. It keeps the Hale House brand consistent across every touchpoint, from a LinkedIn graphic to a printed cut-out at the birthday party.
Results
- A community built from a standing start: a year on from opening, Hale House has an active, growing membership and a recognisable presence across UK healthtech, supported by comms that run every week rather than in bursts.
- Two channels, two jobs: a consistent public brand voice on LinkedIn and a live members' channel on WhatsApp, each with its own content rhythm and audience.
- An animated membership film: a single piece of content that makes the Hale House community visible and works across the website, social and events.
- A first birthday that landed: a milestone event that brought members, partners and headline guest Rory Cellan-Jones together to mark the first year, captured on film and photography for reuse.
- A consistent brand across the district: design that holds together from social graphics to event collateral, inside an ecosystem representing around 40% of London's independent healthcare market.
Reflection
Hale House is a serious healthtech venture that needed its brand and community built from the ground up. The hard part was never the space itself. It was giving an application-only hub enough presence and momentum to attract the right people, and then keeping that community engaged long after the launch headlines. We took on the whole engine, the social channels, the content, the design, the events and the film, and ran it week in, week out for a year. The first birthday is a useful marker, but the real result is quieter: Hale House now reads as a community rather than a building, and it has the content and the brand to keep growing into its second year.
