Navigating the Wide World of Healthcare Sales
Anyone who has ever sold into the world of healthcare knows that it’s a vast landscape. Definitive Healthcare needed a new brand that explained just why it should be the main tool to help all kinds of businesses navigate.
Your Ideal Compass
Definitive Healthcare needed a new brand strategy to help it prepare for an IPO, as well as integrate its new machine learning acquisition, Monocl. As part of our brand strategy process, we landed on the phrase “Healthcare Commercial Intelligence” to describe the category they were creating in just 3 words.
Using the Explorer archetype as our guide, we created the central metaphor of a navigation system to anchor the brand. Whether you sell food into a hospital cafeteria or a game-changing new drug to healthcare specialists, Definitive Healthcare helps you discover the right opportunities.
The visual identity built on this metaphor, using a system of arrows and directional icons that intuitively guide you through their experience. We also updated their mark to reflect simplicity and ease.
Website and Photoshoot
Once the brand foundation was created, we rebuilt Definitive Healthcare’s website from the ground up, in partnership with development firm Boston Digital.
A key part of the website project was building a Healthcare Commercial Intelligence page that was optimized with thought leadership content to create a new category and rank at the top of search engines. We also helped with a product portfolio naming strategy to help align their solutions navigation with their sales strategy.
Finally, stock footage doesn’t offer much in terms of depicting commercial transactions in healthcare settings. We conducted a photoshoot with Alexander Zoltai to create an original image library.
Preparing for an IPO
An IPO is always an exciting time. We were thrilled to be asked by Definitive Healthcare to create a campaign to help them announce their public offering in Times Square. We created a set of animated ads that built on their brand system, and also reflected this work in a digital campaign.
Once the campaign launched, the term “Healthcare Commercial Intelligence” was immediately picked up by the press, and soon enough, competitors were adopting the term as well. Both results spoke to a successful category creation process.
Creative Partners
Superhuman
The Definitive Healthcare project was done at Superhuman.
Creative Team
Andrew Beckman led design, Alec Lindsey led digital and Erin Mackaman assisted on copy.
Boston Digital
Built the company’s Drupal site.
Alexander Zoltai
Led their photoshoot.