Revealing the heart of a brand: Mederi case study

Revealing the heart of a brand: Mederi case study

Mederi, the Florida-based home healthcare provider of physicians, care specialists, and nursing assistants, faced a challenge: How could they build a connection with those seeking healthcare and communicate integrity in a highly saturated market?

After a stimulating and candid chat with the leadership team, we agreed to conduct a study to gain insight into the needs and expectations of Mederi’s target audience as well as an understanding of their market and competitors.

What do elders requiring home health and nursing care most value? Research began through observing interactions between elders or their families and healthcare professionals. What were their priorities? What words did they use? What were their expectations? What were they not saying that was important?

Throughout this study, a common thread emerged: Elders desire a caring nurse or physician who can see them as individuals and meet them where they are emotionally and mentally. Someone who listens and cares. Someone compassionate.

Competitors ticked the boxes on the surface—they had certified nurses; one could simply be chosen from a list—but their brands didn’t have a true connection. They weren’t successful in communicating genuine interest in the elders and families they could be servicing.

They lacked warmth.

To create that true connection and position themselves uniquely, Mederi needed to revamp its brand identity and communication strategy.

The observations that were part of our research gave us awareness of the thoughts and feelings elders and families had as they looked for home healthcare, and allowed us to empathize with them. This valuable insight revealed the code for expectation from home healthcare givers:

“Gentle Warmth.”

Elder patients often felt fragile and vulnerable when facing health and mobility challenges. Families wanted to know that their loved one was cared for in the best possible way. Having a gentle healthcare provider they could count on was highly valuable.

The new brand tagline created reflected the expectations and needs of their audience: “The Heart of Home Healthcare.”

Mederi became the home healthcare brand with a heart.

To visually communicate this message, we worked with colors, textures, and shapes. Red, of course, was the immediate color associated with the heart. But red was too bright, intense, and dramatic. Instead, we used a pastel shade of red, which was softer and more inviting, and incorporated a soft blue—a color that conveyed loyalty and trustworthiness.

How to communicate care through shapes? The company’s logo became an abstract heart made of two figures leaning in toward each other, one offering support and the other receiving this support; built by the two of them, the shape signified the relationship between the caregiver and the individual. Centered in the heart was the medical cross symbol, but bowed outward as if creating a full, three-dimensional shape that could be held in one’s hands.

A customized font echoed details of these shapes—subtle, but specific, and integrated together created a strong, cohesive brand identity.

First impressions are everything. A brand must communicate its message and identity in a glance; there is only one moment and no second chances. Mederi’s website was completely redone to reflect their new brand with the incorporation of their shade of blue throughout and specific imagery that presented ready, caring, confident healthcare professionals and engaged customers.

The strategy proved effective. Brand awareness and loyalty increased. Healthcare professionals saw their values reflected in Mederi and wanted to work for them. Demand in our client’s services expanded.

Through gaining valuable insight, we were able to craft a brand strategy that resonated with the audience, thus creating an immediate connection between potential customers and Mederi.

Ready to learn more? See the whole picture–brand identity, key sections of the Website, and collateral–on Mederi’s case study page.

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