• Largest medical group in the country providing treatment for specific medical condition
• Business model provides network physicians a suite of management support services and infrastructure
• Looking to expand current specialty to minimally invasive outpatient procedures
• Existing brand judged to be incompatible with future direction, requiring brand re-positioning (including new brand name, identity and communication plan)

• Market assessment, including brand equity research to understand current brand image
• Strategic visioning to assess 1) brand architecture alternatives, including masterbrand vs. subbrands; and 2) cost/benefit of repositioning, including new brand name
• Exploratory and concept optimization healthcare market research to optimize various brand architecture, positioning and naming alternative concepts
• Final brand strategy and action plan for achieving new brand positioning

• Redefined business vision, mission and strategy, drawing on consulting study results
• Repositioning of original concept, including new name, brand identity and communication plan (with stronger clinical brand associations)
• Increased business growth, including both therapeutic and geographic expansion

Contact EquiBrand to speak with a healthcare marketing consultant, pharmaceutical marketing consultant or medical marketing consultant.

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