Dialog Case Study
Carenet Corporate Repositioning & Rebranding
“Intelligent Engagement” for Healthcare
Client Overview
Carenet is a market leader in healthcare engagement services for health plans, providers, and employers providing consumer engagement for 100 of the nation’s healthcare payors.
Situation
The core engagement services market was rapidly commoditizing. Carenet brand positioning was identified with traditional call center technology, and its visual identity was solely consumer-focused. This was problematic since, while consumers were a key constituent, they were not the paying customer.
Insights, Action, and Creative Strategy
Developed a position that reflected the core strength of Carenet in creating custom programs and delivering next generation engagement.
- The hybrid audiences for Carenet’s offering were reflected in a brand idea of “What matters to you matters to Us” which emphasized their problem-solving capability and positioned them with a much smarter more professional look designed to appeal to business decision-makers.
- Mosaic patterns were used as key visual elements in order to reflect the modular approach of customized services.
Results
Brand messaging is widely embraced by the employee base as a major maturation.
The brand identity system was successfully rolled out in online and offline executions as well as in-office décor and signage.
Images from Carenet Healthcare on Facebook
“As a global agency veteran of over 30 years and now a corporate marketing VP, I can say with confidence that Dialog has a thorough and proven brand strategy, value prop, and messaging process that will enable you to find your whites pace and create a meaningful expression for your brand, no matter how complex.”
Skip Dampier, Vice President, Marketing
Carenet Healthcare
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