HDS struggled with developing its unique selling proposition, how to position their products in the market, and how to devise a new look and feel that elevated its brand identity
HDS (Healthcare Data Service) provides a highly customizable approach to integrated healthcare data analysis and control to reduce financial risk, cut costs by monitoring efficiencies, and provide the tools to improve patient care. Founded in 2004 in Boston, MA, Healthcare Data Services (HDS) provides a highly customizable approach to integrated healthcare data analysis and control. HDS’s approach allows payers, providers, and employers to make accurate, proactive, and knowledge-based decisions in a timely manner, uncovering hidden patterns and predictive data. HDS struggled with developing its unique selling proposition, how to position their products in the market, and how to devise a new look and feel that elevated its brand identity. HDS was a B2B tech company working with hospitals and insurance companies.
Millennium Agency worked with HDS to develop its brand strategy, naming of its product lines, crafting of its value proposition and key messaging as well as its brand and messaging architecture guidelines. Millennium Agency worked with the executive team to develop its brand design and strategy, which was used for its newly launched website and marketing.
Supporting the collateral materials and website, Millennium Agency developed a comprehensive messaging architecture which included their value proposition, news release footers, and talking points, which would be used to target specific markets. Furthermore, Millennium Agency worked with HDS to craft product name extensions which included HDS (corporate name), HDS Analyst (on-demand reporting, and high-level analysis), and HDS Expert (guarantees platinum level service enhancements).
HDS’s new corporate brand design was well received by employees, partners, and customers and helped to strengthen its brand identity, loyalty, and awareness through public relations activities. Under NDA at the time, HDS worked with some of the largest healthcare insurance companies, healthcare providers, and hospitals in New England and experienced substantial growth. This growth resulted in additional partners, increased opportunities for software customization, and support services. Athena Healthcare recognized that this value-based payment model was fundamentally changing the way patient care is coordinated, delivered, and reimbursed, and they bought out HDS.
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