nThrive

Challenge

Three newly acquired healthcare brands, MedAssets, Precycse and Equation Health were brought together representing a new company with offices in 10 cities and over 4,000 employees. Brandigo’s challenge was to seamlessly rebrand the three distinct organizations together, and all in a tight four-month period in order to capitalize on market opportunities and satisfy client demands. 

Solution

Driven by the brand purpose, Brandigo led the development of the Vision and Mission, using personal stories to help get to the core of why the team leaders had chosen to guide this new entity and what drives them. Insight from extensive research, including both qualitative and quantitative internal and external research and competitive brand audits, were used to build the basis for the brand strategy. 

Many competitors in the health care marketplace created significant positioning overlap. The Brandigo team knew, that to stand out, identifying a “differentiated sweet spot,” a unique place that only the company can own would be a priority. In the case of this new entity, the space in which they operate is known as the “end-to-end” revenue cycle. Several competitors have staked claims within this space, so this new company would create its own niche and create a new market terminology that only they could use. “Patient-to-Payment” was born, something the new company could own with its unique set of services and technology to build upon, perfectly aligning with the new company’s vision.

The new name of this visionary organization would reflect its mission – nThrive, which Brandigo created by the combining “thrive” or the level to which this new organization would exponentially raise the financial and operational performance of their health care provider clients to help them thrive, with the mathematical term of “to the nTh degree” to convey how the new organization was transforming healthcare. 

The new brand generated a buzz in the healthcare arena, capturing the attention of colleagues, clients and the healthcare public.