What worked (and not) when I modernized the 20-year-old brand

I joined RXNT in 2019 to conduct rebranding efforts, inheriting two many years of a breakthrough corporate history and aging brand identity, which not reflects the company’s history or lofty goals. The company celebrated 20 years of innovation, but needed refreshment.

After starting as electronic rewriting software in 1999, the company was subject to narrow perception, despite the undeniable fact that it expanded to a wider range of solutions over time. The e-condensing e-condensing specialization exploded to us well at the starting of 2000, but as the stiffness of competition and extension, the limited perception of our brand stopped us.

It didn’t take much time to alter our perception and stand out in the sea about the outdated, outdated identity, we needed to be brave.

Overcoming outdated perception

Each agreed organization is in the face of a point of inflection: you have built achievements, the acquired industry trust, and your name is well-known, but the acquaintance works against you. In our case, the doctors knew RXNT primarily as an e-condensing solution that limited our growth. Potential customers looked at us through a narrow lens and assumed that we only offered one piece of the puzzle.

We spent years, developing the perception of price accessibility, ease of use and support, which were extremely invaluable. However, focusing on intangible values ​​overshadowed how much our products and functions developed and developed. On a crowded market stuffed with recognized players with large budgets-capital and larger teams, being “safe” meant a connection to the background.

Without a real transformation, there was a risk of stagnation in fast industry: in short evolution or remaining behind. The solution was to alter positioning with our language, strategy and identity.

Since the initial launch of the e-driving version in 2000, in 2000, latest practical solutions were periodically added-electronic medical records, followed by medical settlements, mobile applications, patient portal and many others. To combat the outdated perception of consumers, our entire brand strategy was re -enabled during the rebranding process. We focused on RXNT as a complete, integrated solution versus many competitors who offer only muted or specific solutions for specialized ones.

We needed to stop perceived as an addition, as an alternative of becoming a spine for healthcare practice all day. Why use many miserable elements of puzzles from suppliers in the IT health industry when suppliers can add RXNT and conduct all practice from consumption to payment?

Fresh, energetic appearance with trust as a foundation

Medical space – from internships, insurance, software – often adopts a conservative approach to branding. Blue is by far the most dominant color in space used to cause stability, trust and professionalism. We encountered secure, clinical, monotonous brands. Even the dominant Rxnt color was blue and to interrupt away from our outdated image, we had to differentiate ourselves from the usual approach.

The selection of a living color palette was our first daring step. We landed on a vivid combination of orange and blue, a deliberate departure from the conservative standard in the industry. Blue is still in our palette, but the connection seemed youthful, fresh and exciting.

Westing every thing, from our website to the visualizations of the campaign, we were identified in the whole brand. We refreshed our iconography by selecting more dynamic, modern visualizations innovation Instead of atypical compliance or functionality. We also selected authentic paintings that more often resonate than general spare images of completely happy doctors.

Of course, differentiation is almost not enough. In health care, trust is every thing, and if the rebrand appeared as a flash and without substance, we risk that by postponing customers who valued our stability.

We rigorously balanced daring visualizations with messages that showed our proven achievements and dedication to stable, secure solutions. In other words, we used color, design and tone to signal latest energy without exposing the trust we spent at the construction site.

Carrying a change

With two many years of innovation, many of our clients were well established and have been with us for many years. Any sweeping change at all times has a risk that the customer base will not discover with you – with a rebrand, the perception they have built about your brand, may not match the story you tell. But the reality is that if you grow and remain suitable for you (because it should), it is mandatory to just accept changes while maintaining the brand’s history in sight.

We conducted this balance, sticking to our roots of honesty and honesty, ensuring that customer support was still the basic a part of our values ​​and making decisions in a long -term perspective, not money. Earlier, we also told our Rebrand vision and explained why it was time to alter, ensuring that they emphasize the advantages and “why”, using real data and customer opinions as the most vital.

Our past took place in the rebrand – we kept the company name and fell into the note of our original identity to take care of a balance between fresh appearance and knowledge. It tributes our history as one of the first solutions of medical software on the market, using three colours to reflect health and technology overlap.

Playing in secure is the biggest rebranding risk

Ultimately, rebranding is not only your appearance. It is about strategic positioning, shaping the perception of an ideal customer and engaging in a long -term vision that is consistent with the company’s wide goals.

Over 5 years later, releasing the secure selection was the spine of this transformation. By pressing energy and distinction – and launching the remainder of the team on board – we mainly modified the way the market perceived us, which opened the gate for future innovations and growth.

For corporations considering the rebrand in the established industry, dare boldly. You can spoil some feathers, but stay in a secure line is a much greater threat to your future.