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I joined RXNT in 2019 to steer a rebranding effort, inheriting twenty years of ground-breaking company historical past and an growing old brand identity that now not mirrored the corporate’s story or lofty targets. The corporate was celebrating 20 years of innovation, however wanted a refresh.
After launching as an digital prescribing software program in 1999, the corporate was saddled with a slender notion regardless of increasing right into a broader vary of options over time. The e-prescribing specialization did serve us properly with the market exploding within the early 2000s, however as competitors stiffened and expanded, our model’s restricted notion held us again.
It did not take lengthy to comprehend that to vary our notion and stand out in a sea of stale, antiquated identities, we needed to be daring.
Overcoming outdated perceptions
Each established group faces an inflection level: you have built a track record, earned business belief, and your identify is well-known, however familiarity is working in opposition to you. In our case, medical doctors knew RXNT primarily as an e-prescribing resolution, which restricted our progress. Potential prospects checked out us by way of a slender lens and assumed we solely supplied one piece of the puzzle.
We might spent years growing a notion of affordability, ease-of-use and assist, which had been all extremely useful. Nonetheless, a concentrate on intangible qualities overshadowed how a lot our merchandise and options had expanded and developed. In a crowded market stuffed with established gamers with huge venture-capital budgets and greater groups, being “secure” meant mixing into the background.
With none actual transformation, there was a threat of stagnation in a quick-moving business: briefly, evolve or be left behind. The answer was a positioning shift with our language, technique and identification.
From the preliminary beta launch of e-prescribing in 2000, new apply options had been added periodically — digital well being information, then medical billing, cellular purposes, affected person portal and extra. To fight outdated shopper perceptions, our entire brand strategy was re-envisioned through the rebranding course of. We targeted on RXNT as an entire, built-in resolution in distinction to many opponents who supply solely siloed or specialty-specific options.
We would have liked to cease being considered as an add-on, as an alternative changing into the spine for a healthcare apply’s whole day-to-day. Why use many mismatched puzzle items from distributors throughout the well being IT business when suppliers can add RXNT and run their whole apply from consumption to funds?
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A recent, energetic look with belief as basis
The medical area — from practices, to insurance coverage, to software program — usually takes a conservative strategy to branding. Blue is by far probably the most dominant shade throughout the area, used to evoke stability, belief and professionalism. Many times, we encountered patterns of secure, medical, monotonous manufacturers. Even RXNT’s dominant shade was blue, and to break away from our outdated image, we would have liked to distinguish ourselves from the same-old strategy.
Selecting a vibrant shade palette was our first daring step. We landed on a vivid mixture of orange and blue, a purposeful departure from the conservative customary within the business. Blue nonetheless has a spot in our palette, however the mixture felt youthful, recent and thrilling.
By rethinking every thing from our web site to our marketing campaign visuals, we carried the identification all through the model expertise. We refreshed our iconography, choosing extra dynamic, fashionable visuals that spoke to innovation as an alternative of the same old compliance or performance. We additionally selected genuine imagery that was extra prone to resonate, somewhat than generic inventory photographs of happy-looking medical doctors.
In fact, differentiation shouldn’t be practically sufficient by itself. In healthcare, belief is every thing, and if the rebrand got here throughout as all flash and no substance, we would threat pushing away purchasers who valued our stability.
We had been cautious to stability daring visuals with messaging that showcased our confirmed observe document and dedication to steady, safe options. In different phrases, we used shade, design and tone to sign new vitality with out compromising the belief we had spent years constructing.
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Navigating the change
With twenty years of innovation already behind us, a lot of our prospects had been well-established and had been with us for a few years. Any type of sweeping change at all times carries a threat that your buyer base will now not establish with you — with a rebrand, the notion they’ve constructed about your model might now not match the story you are telling. However the actuality is, when you’re rising and staying related is essential to you (appropriately), it is necessary to embrace change whereas retaining your model historical past in sight.
We navigated that stability by sticking to our roots of integrity and honesty, ensuring customer support continued to be a core a part of our values, and making selections for the long run somewhat than the money seize. We additionally communicated our vision for the rebrand early and defined why it was time for change, ensuring to focus on the advantages and the “why” utilizing actual knowledge and buyer suggestions as highlights.
Our previous did observe by way of into the rebrand — we stored the corporate identify and wove in hints of our unique identification to strike a stability between a recent look and familiarity. It pays homage to our historical past as one of many first medical software program options available on the market, utilizing three colours to mirror the overlap between well being and know-how.
Enjoying it secure is the largest rebranding threat
In the end, rebranding is not nearly your look. It is about strategic positioning, shaping perceptions on your excellent buyer and committing to a long-term imaginative and prescient that aligns with broad firm targets.
Greater than 5 years on, letting go of the secure alternative was the spine of this transformation. By pushing for vitality and distinction — and getting the remainder of the workforce on board — we essentially modified how the market considered us, which opened the gates for future innovation and progress.
For companies contemplating a rebrand in a longtime business, dare to go boldly. You might ruffle some feathers, however staying put within the secure lane poses a far better menace to your future.
I joined RXNT in 2019 to steer a rebranding effort, inheriting twenty years of ground-breaking company historical past and an growing old brand identity that now not mirrored the corporate’s story or lofty targets. The corporate was celebrating 20 years of innovation, however wanted a refresh.
After launching as an digital prescribing software program in 1999, the corporate was saddled with a slender notion regardless of increasing right into a broader vary of options over time. The e-prescribing specialization did serve us properly with the market exploding within the early 2000s, however as competitors stiffened and expanded, our model’s restricted notion held us again.
It did not take lengthy to comprehend that to vary our notion and stand out in a sea of stale, antiquated identities, we needed to be daring.
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