brand consolidation in healthcare marketing

Brand Consolidation Approach In Healthcare Marketing – PerfectServe Unite Case Study

In an earlier video post, Ryan Grable, a healthtech Chief Marketing Officer at PerfectServe, shared insights on product branding and marketing strategies. In this video, Ryan discusses how their company has approached brand consolidation.

Speaking with  Adams Turinas, the CEO and Founder of healthlaunchpad. Ryan dives into how upon their acquisition and merging of 4 different brands, they launched PerfectServe Unite to engage, align, and sensitize employees on their merged brands.

Strategic Brand Consolidation Alignments – Key Video Highlights

Ryan shares the following brand consolidation approaches that they have adopted  after the successful acquisition and merging of multiple brands:

  1. Employees/Team Brand Consolidation Alignment
  2. Customer Alignment – Customer Journey Engagement
  3. Company Unity: Aligning Brand With Vision & Mission

#1. Employees Brand Alignment

One of the key strategies in brand consolidation is internal brand alignment. You need to ensure that all employees have a full understanding of the brand and its promise to customers.

Any internal confusion or misunderstanding of the brand among employees can lead to misinformation of customers and limit brand awareness.

#2. Aligning Brand With Customers 

In order to effectively approach brand consolidation, it is important that you undertake a thorough evaluation of all the end-to-end-to-end customer touchpoints.

This is critical because it will determine how effective your organization will be engaging with customers during their buyer’s journey.

And so all the information you share with customers should be relevant, consistent, accurate, and valuable.

The Risks of Poor Engagement:

Ryan further explains that in situations where there are siloed departments, customers are likely to receive inconsistent and unreliable information.

#3. Company Vision, Mission, & Brand Consolidation

Ryan further explains the need for unity in understanding the company’s vision and mission.

Your brand, therefore, should be aligned with the company’s mission.

This is critical because employees will now have a better understanding of the brand and how it relates to the company’s mission and goals, and the impacts of their contributions.

PerfectServe Unite –  Case Study Example

In order to illustrate brand strategy and mission alignment, Ryan shares their company mission:

“We want to bring joy back to caregivers”.

And so to align their brand consolidation strategy, they focus on making health professionals happy and bringing back joy to the work they do.

This is to make them appreciate the reason why they signed up to do the work they do.

And so, when their company achieves its mission, its success brings back joy to all its employees as well!

When employees understand the mission they appreciate that their contributions are indeed serving that experience

Brand Consolidation Strategy – Internal Alignments – Video


Relevant Links

Adam Turinas

Adam Turinas is a long-time technology marketing leader and entrepreneur. He is the co-author of the Total Customer Growth book and founder of Total Customer Growth LLC. Adam spent two decades marketing for Dell, IBM, Bank of America, and dozens of other major marketers. In 2012 he founded, grew, and eventually sold a healthcare technology software business and then created healthlaunchpad, a leading healthtech marketing firm that teaches clients how to use ABM.