“Brandigo has been instrumental in managing and guiding us through our company’s rebranding. They have created an entirely new identity for us and helped us promote our brand effectively in the marketplace. The results of our partnership have been dramatic.”

KENT SMITH
Vice President of Sales MediRevv

How we helped:

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    Brand Analysis and Research
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    Brand Differentiation
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    Brand Narrative and Story Development
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    Establishment of Brand Name and Naming Conventions
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    Visual Identity and Brand Experience Design
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    Website Design
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    Content Creation and Design
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    Strategy-Organization Alignment (what we call “Strategy FluencyTM”)
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    Social Media Strategy and Execution
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    Public Relations Strategy and Outreach


Results


Revenue growth of 335% over a four-year period

Two-year employee growth rate of 123%
Named to the 2016 Inc. 5000 list of “America’s Fastest Growing Companies” for the fifth straight year
Named one of the “Top 100 Workplaces” by the Des Moines Register in 2012 2013, 2014 and 2015
Named “Top Growth Company” at 2014 and 2015 Prometheus Awards
Named a “Fastest Growing Company” in 2011, 2013, 2014, 2015, and 2016 by the Corridor Business Journal
Named a “Best Place to Work” by Modern Healthcare in 2011, 2012 and 2015

Overview:
A Better Way to Collect Payments

Founded in 2007 as Precision Revenue Strategies (PRS) by a group of really intelligent Hawkeyes who had defined a better way for healthcare providers to address their self-pay collections, this new company brought a unique approach to this growing problem. Designed to transform their clients’ revenue cycles in a way that would not only increase patient payables, but also turn the whole experience into a customer service opportunity, PRS delivered a level of transparency and performance uncommon in the industry.

Challenge:
Changing Perceptions Within the Marketplace

This new approach was a distinct departure from competitive offerings, yet the company faced a problem: many providers viewed outsourced revenue cycle management as on par with simple bad debt collection. PRS realized that to overcome this significant hurdle regarding prospects’ incorrect perceptions, they would need some significant help with their branding. They turned to Brandigo for assistance.

The Strategy:
Market Research Guides Positioning

Brandigo began by initiating our comprehensive, market research approach to:

  • Determine what the competitive landscape looked like
  • Uncover the whole story of how customers and employees perceived PRS
  • Identify possible opportunities for differentiation

Brandigo first undertook a comprehensive competitive brand audit to determine how “alternatives” to their solution positioned themselves. Next, Brandigo conducted in-depth interviews with a dozen former, current and prospective clients to garner not only current perceptions, but to better understand what they value in a firm such as PRS. This culminated in an all-team, interactive workshop that engaged PRS employees with the findings of the research and brand strategy possibilities. It’s why we refer to it as an “Opportunity” Workshop.

Through this process, we realized there was a particularly strong opportunity for creating a brand strategy that was based on a true differentiator in the world of healthcare revenue cycle management — the PRS employees themselves.

Our research repeatedly highlighted that most if not all the organization’s people were highly educated industry professionals, and not the normal folks one usually imagines calling upon patients for payment. We used this fact as a springboard to position PRS as a different kind of RCM company. Brandigo’s proven brand matrix methodology fleshed out this point of distinction and others, and provided a solid brand positioning platform from which all the company’s marketing would evolve.

Brand Naming and Identity:
Evoking Energy in the RCM Space

Then there was that name, which not only confused us but was also, as the company itself had realized, creating considerable confusion in the marketplace. Too many companies offering a host of disparate, healthcare-related products and services had similar-sounding corporate monikers. Not to mention, the name had very little, if any, pizazz. Brandigo created a new name and brand identity that represented the company’s laser focus on healthcare and the considerable new energy it brought to revenue cycle management — “MediRevv.” We built an entire platform around it, right down to the collective name of the company’s employees, from then forward to be known as “MediRevvers.”

Strategy-Organization Alignment:
Getting the Team Onboard

Of course, if this new brand approach was going to be successful, it would require not only acceptance from those very MediRevvers, but also a deep understanding of their individual roles in bringing the strategy to life every day. With that in mind, we implemented our Strategy Fluency process, a highly thoughtful and engaging methodology that is critical because it bridges brand strategy with successful strategy implementation. The enthusiastic internal response ensured that the new strategy was implemented by a staff that was connected to and invested in it. Quite simply, MediRevvers “owned” it, and laid the foundation for the development of a brand-centered corporate culture that would drive unprecedented future growth. Shifting our focus outside the organization, we developed an integrated awareness initiative that brought this new brand’s fresh new approach to life externally. In addition to a new website and comprehensive direct marketing campaign, we’ve extended the brand’s story through social media with a two-fold strategy that blends traditional media for coverage and the community to support MediRevv’s challenge of continually locating and hiring qualified employees.

Lead Generation:
Driving Brand Demand

To drive growth, Brandigo created and continues to manage an ongoing lead-generation campaign using highly effective inbound marketing techniques that tightly link MediRevv’s marketing and sales operations.

Working closely with company leadership, our team identifies opportunities and develops content such as eBooks, webinars, tip sheets, white papers, an Brandigo-authored blog driving SEO and more. We also developed, manage and execute upon MediRevv’s social media strategy, pushing out the aforementioned blogs and other content through LinkedIn, Twitter, Facebook and more to engage existing clients and other followers; attract qualified prospective clients; communicate regularly with current MediRevvers; and to recruit new, qualified employees.

Results:
Heightened Awareness and Exceptional Growth

As a result of our efforts, marketplace awareness of MediRevv has skyrocketed and the company’s growth has been explosive.

Qualified leads are at an all-time high and continue to increase each month, thanks to our ongoing lead-generation activities. Revenue has grown an impressive 335% over the four-year period of our relationship thus far. The company’s size has grown as well, precipitating the need for MediRevv to build a second 26,000-square-foot facility. MediRevv now employs over 250 MediRevvers, compared with fewer than 30 when we first came together.

MediRevv’s success and industry-changing approach hasn’t gone unnoticed by the press either. Of the “Top 100 Workplaces” named by the Des Moines Register in September of 2014, MediRevv was deemed the top job creator, with a two-year employment growth rate of 123%. In addition, the organization was named to the 2014 Inc. 5000 list of “America’s Fastest Growing Companies” for the third straight year.

We continue to see significant improvement to our bottom line, and we’ve seen our brand become a recognized and respected presence in the healthcare space—something we never had before. Brandigo has been a great partner through and through, and we’re excited about the future and our continued growth. As they help us introduce new business lines and products, we really feel like the sky is the limit.”

KENT SMITH
Vice President of Sales MediRevv