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