When combining consumer and business audiences, brands must find balance
For Medisafe, a technology solution to streamline the health care journey, speaking to both patients and care providers required a focus on value and emotional connection.
Medisafe knew it was time to refresh its brand.
After seeing rapid acceleration in the commercialization of its product—and looking to expand beyond the narrow definition of a medication tracking tool—Medisafe saw itself at a tipping point. What the company achieved was more than a rebranding campaign.
“It is absolutely a transformative messaging platform that we created,” explains Jennifer Butler, CMO for Medisafe. To create the new platform, the team worked with an outside agency to build a brand pyramid that would distill up to a “brand essence.” That essence was then translated in value propositions, supported by positioning pillars that the team could build a sales and marketing playbook around.
Jennifer Butler
Building a pyramid
For brands that want to replicate Medisafe’s journey, building a brand pyramid starts with absolute basics.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
