inStep Health
Repositioning a behind-the-scenes brand to lead a new industry perspective.
CHALLENGE
LeveragePoint Media was originally in the background, behind a pharmacy marketing solution called Rx EDGE, which was a recognized brand in the marketplace. LeveragePoint came to us having acquired another company, Brandperx. Together with Rx EDGE, LeveragePoint now had the unique capability to connect with consumers across their entire healthcare journey.
SOLUTION
First, we solidified their new brand architecture, elevating the parent company to the forefront, and renamed them InStep Health to match their intuitive, fully connective nature. We gave them a strategic brand platform and a new expression. Most of all, we elevated their conversation from the tactical ones common in the industry, to one about better educating and connecting consumers and providers for a better healthcare experience.
RESULTS
“The value of this investment was twofold. Externally, it was very strategic, allowing us to capitalize on the opportunity to better define and bring together two companies under one powerful architecture. Internally it provided a purpose to rally around and make meaningful.” — Nathan Lucht, CEO
Once we had a simple truth about being fully connected across the wellness journey, we developed a name and logo that captured their individuality, and conveyed being there to make every moment matter.
Photography true to and full of life. Dynamic color and graphics. A voice that’s insightful and in tune at every step. We developed an expression that brought the brand full circle from the healthcare provider’s office to the pharmacy to consumers’ everyday lives.
Where their website had traditionally been more direct and utilitarian — we took it to a higher
level, creating a hub of insight, information and a more holistic perspective.
Digital campaign messaging also broke through the hyper focus on point-of-care within the
marketplace by focusing on the true point of care — improving the health experience.
Carrying the rebrand through organizationally meant completely retooling their sales approach and conversation, not just the tools themselves. In collaboration with their sales leadership, we identified societal trends that are influencing the industry and the end consumers’ world — and developed a narrative that resonated with clients on a whole new level.
We led a storytelling workshop to train their full team on the new approach. And, we brought that new approach to all their sales materials.