Overview:
BroadcastMED is a global leader in healthcare media, offering content, webinars, special events, and digital publishing focused on various key healthcare segments, including Cancer, Diabetes, Optometry, Pulmonology, Neurology, and Cardiology. By delivering targeted content, they help healthcare professionals stay informed about new treatments, products, services, and patient care opportunities.
As BroadcastMED grew, it was acquired by a private equity firm, which also purchased three additional leading healthcare media companies in non-competing segments. Together, these companies formed a comprehensive media entity covering all significant healthcare areas, but the name “BroadcastMED” no longer suited the expanded organization. Blue C was asked to perform a naming strategy and define a name that would take this organization into the future.
The Challenges:
With the merging of the additional companies, the overarching brand required a clear strategic direction, an understanding of each business segment, the markets they serve, and how each supports healthcare marketers and providers, and ultimately, new naming and a cohesive brand strategy.
The Outcome:
The first step in the BrandPWR process was a quantitative research study to understand each company’s vision, product line, and messaging. Customer interviews followed this to gain an end-to-end understanding of each company. This comprehensive insight helped establish a benchmark for alignment within the larger organization.
The research defined a new company name: Conexiant. The new company name clearly illustrates the value of the connection between healthcare industry professionals and the valuable learning programs required to stay best in class.
By leveraging the proven Blue C BrandPWR Clarity framework, we established a defined brand architecture encompassing the brand story, voice, unique messaging, target market analysis, and overall mission. This strategy seamlessly connected each company into a unified entity. From this clarity, we created a new naming structure that integrated all companies into one comprehensive healthcare media organization.
Key Executions Included:
- Quantitative research
- BrandPWR Clarity Framework
- Brand story development
- Overarching brand strategy
- Company naming and structure
- Brand book development
- Brand video development
- Graphic standards
- Tagline and key messaging alignment
- Corporate identity and design standards
- Marketing support materials
- Website direction and digital marketing
