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I joined RXNT in 2019 to guide a rebranding effort, inheriting 20 years of ground-breaking company historical past and an getting older 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 nicely 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 appreciate 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Overcoming outdated perceptions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 development. Potential prospects checked out us by means of a slender lens and assumed we solely supplied one piece of the puzzle.
We would spent years creating a notion of affordability, ease-of-use and help, which had been all extremely precious. Nonetheless, a concentrate on intangible qualities overshadowed how a lot our merchandise and options had expanded and developed. In a crowded market filled with established gamers with massive venture-capital budgets and greater groups, being “secure” meant mixing into the background.
With none actual transformation, there was a danger of stagnation in a quick-moving business: in brief, evolve or be left behind. The answer was a positioning shift with our language, technique and id.
From the preliminary beta launch of e-prescribing in 2000, new follow options had been added periodically — digital well being information, then medical billing, cellular functions, affected person portal and extra. To fight outdated client perceptions, our entire brand strategy was re-envisioned throughout the rebranding course of. We targeted on RXNT as a whole, built-in resolution in distinction to many rivals who supply solely siloed or specialty-specific options.
We would have liked to cease being seen as an add-on, as an alternative turning into the spine for a healthcare follow’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 follow from consumption to funds?
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A contemporary, energetic look with belief as basis
The medical area — from practices, to insurance coverage, to software program — typically takes a conservative strategy to branding. Blue is by far probably the most dominant colour throughout the area, used to evoke stability, belief and professionalism. Time and again, we encountered patterns of secure, medical, monotonous manufacturers. Even RXNT’s dominant colour 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 colour 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, contemporary and thrilling.
By rethinking every little thing from our web site to our marketing campaign visuals, we carried the id 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, quite than generic inventory photos of happy-looking medical doctors.
After all, differentiation just isn’t almost sufficient by itself. In healthcare, belief is every little thing, and if the rebrand got here throughout as all flash and no substance, we would danger pushing away purchasers who valued our stability.
We had been cautious to stability daring visuals with messaging that showcased our confirmed observe report and dedication to steady, safe options. In different phrases, we used colour, 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 20 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 form of sweeping change all the time carries a danger that your buyer base will now not determine with you — with a rebrand, the notion they’ve constructed about your model could now not match the story you are telling. However the actuality is, should you’re rising and staying related is necessary to you (appropriately), it is necessary to embrace change whereas protecting 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 quite 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 means of into the rebrand — we stored the corporate identify and wove in hints of our unique id to strike a stability between a contemporary 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.
Taking part in it secure is the most important rebranding danger
In the end, rebranding is not nearly your look. It is about strategic positioning, shaping perceptions in your ideally suited 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 crew on board — we essentially modified how the market seen us, which opened the gates for future innovation and development.
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 risk to your future.
I joined RXNT in 2019 to guide a rebranding effort, inheriting 20 years of ground-breaking company historical past and an getting older 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 nicely 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 appreciate that to vary our notion and stand out in a sea of stale, antiquated identities, we needed to be daring.
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