B2ME INSIGHTS

Stakeholders thought the company brand should focus on their advanced technology and massive scale. Our B2Me process revealed something quite different: those messages were turning both patients and referring physicians off. 

Patients don't want to be treated as a number and they assume advanced technology is the cost of entry. What they truly want is to be "cocooned" in care and treated with compassion and respect. Referring physicians want the exact same thing for their patients. What was truly surprising - neither were focused on outcomes.

Mood Boards

We took inspiration not from healthcare but from industries that are known for exceptional experiences, like spas, restaurants and upscale hotels

NAMING AND BRAND IDENTITY

Based on our B2Me insights, we recommended the name needed to change. We landed on SaviaCare - a made up word. "Sav" means wisdom, "via" means the path or the way, but it also means life. After completing the rebrand the company endured a management change and decided to put the name change on hold, with the intention of rolling it out in the near future.

The new brand started with the logo, which needed to communicate the idea of delivering an “exceptional care experience.” The "caring hands" and warm color palette set the tone for the the rest of the brand. 

Print materials, patient videos, and a corporate website were aimed at three major audiences: referring physicians, patients, and caregivers. We rebranded the company around the idea of delivering an “exceptional care experience.” 
 

We knew that the best way to help potential patients understand what exceptional care is all about was to tell the 21C story direct from the source. But we also knew that handing patients a script to read off a teleprompter wasn’t going to give us the authentic story we needed to build trust. Instead, our film crew treated each interview as a conversation – as if the camera weren’t there – and was able to capture some incredibly real moments that have made these videos the most heavily trafficed area of the 21C website.

With hundreds of independent care clinics – and growing – nationally and internationally, we needed all the great content on the corporate site to find it's way to it's hundreds of local websites. Because, if you’re searching for the best cancer care in Phoenix, you don’t want a clinic in Boston to show up in your search results. Powered by Sitecore as a backend content management system, we designed the site so that in just a matter of an hour or two a new facility can set up a complete site - with everything Google is looking for to help potential patients find the locally relevant information they’re looking for.

The results: nearly ten times the amount of traffic was driven to the local center websites.

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