Brand Incite

Growing the business of health information

Situation

WebMD Health Services is the leading provider of health and benefits management systems to large employers and health plans. The WebMD division was created following the acquisition of Portland-based Wellmed and subsequently grew tenfold, changed its leadership team, and acquired five companies in six years. Our challenge was to evolve the brand with the rapidly evolving business strategy without bewildering customers.

Solution

We initially took WebMD through the process of integrating the new business-to-business brand into the consumer health information company by defining the synergies between the two worlds. Then as the business strategy evolved and product portfolio expanded, we continued to modify the brand architecture and messaging to reflect new capabilities. We also regularly updated the visual concepts, guidelines and marketing materials to ensure customers clearly understood how all these new capabilities could benefit them.

The business-to-business marketing program told a clear story of an increasingly complex brand.