BMJ in UK BMJ India BMJ Brazil BMJ in North America BMJ China

Brand proposition and purpose statement

Our vision exemplifies the fact that we are a global organisation. We do not limit ourselves only to interactions with clinicians and we are committed to delivering content that has a positive impact on healthcare.

A healthier world


Our brand proposition is our ultimate aim, it is what we strive to deliver as a business. It is an aide-mémoire, an internal guiding statement. It should never be used as a strapline - instead, you might decide to use our vision - A healthier world.

Better healthcare outcomes


Our mission statement describes why we exist. We have put a lot of thought into this statement. It aims to capture what we do for our customers and users. It should give us a clear reason for existing, one that defines what we do and why we do it. The purpose is never merely “to make money.” To make this clear, it helps to add the thought that “by doing this well, we will provide exceptional returns to our employees and shareholders.”

BMJ advances healthcare worldwide by sharing knowledge and expertise to improve experiences and outcomes.


The meaning behind each element:

BMJ A corporate identity that represents our heritage and flagship product - The BMJ - but not defined purely by these.

Advances Our contribution in striving to improve healthcare.

Healthcare Our ambition to improve healthcare and its delivery, and therefore make a positive contribution to the wider area of health.

Sharing Serving as a trusted partner to our customers. We try to be inclusive, open and transparent. We share what we know, and what we’ve learnt and are rooted from within the medical profession.

Knowledge The products and services we provide.  Having evolved from a medical publisher to a healthcare knowledge partner, we provide information and we support customers in the successful application of knowledge.

Expertise The breadth of expert advice and guidance found in the content and application of our core products and services.

Improve Achieving a measurable enhancement in knowledge and application.

Experiences Experiences of patients but also those of healthcare professionals involved in the delivery of healthcare.

Outcomes Improved measurements in healthcare quality, effectiveness and results.

Value Increased efficiency achieved for the investment of resources, time, budgets, etc.