Case Studies

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Challenge ~ NxStage is a rapidly growing healthcare company that is transforming the delivery of renal therapies with innovative solutions for both the Acute (ICU) and Chronic (home) Renal Care market.

NxStage needed to take its brand identity to the "next stage"-- from up-start company with a breakthrough product to a "real" industry leader with broad acceptance... without losing its iconoclast identity. Other challenges included talking to two very distinct audiences (acute + chronic) and leading a movement to change the way renal care has been provided, while still adhering to strict language requirements in a compliance-focused industry.

Solution ~ RainCastle began by conducting interviews with NxStage management, field representatives and staff nurses. In order to validate the data we had gathered, we subsequently interviewed customers and prospects that included physicians, nurses and hospital administrators, the purchasers and professionals who operate the NxStage System One units. Analyzing the two sets of data, we extrapolated a common view of NxStage's market position, which culminated with Market Vision and Positioning statements. From this we established a matrix of messages addressing both the Acute and Chronic markets as well as NxStage itself. Once this critical foundation was established, we were ready to visualize the strategy.

RainCastle began by developing the corporate tagline, "Renal Care Pure and Simple," which speaks eloquently about the company, products and philosophy. This theme became the foundation for a complete visual brand identity that included a new web site with all new content, collateral system, and trade show graphics. This tagline opened up a world of options for expressing NxStage's messages. The following are a few examples of how the theme played out in text:
   Pure Freedom – chronic/home care
   Pure Possibilities – overcoming barriers to treatment
   Pure Flexibility – new treatment options
   Pure Advantage – feature-benefit story
   Pure Simplicity – simplicity message
   Pure Innovation – product innovation
   Pure Breakthrough – same as above
   Pure Partnership – with physicians and nurses
   Pure Dedication – talking about the "movement"
   Pure Commitment – our people
   Pure Teamwork – internal and external
   Pure Design – breakthrough technical design
   Pure Leadership – corporate message

Simultaneously, we developed a 3-tiered direct mail campaign comprised of a letter, a product poster and an invitation to attend a special NxStage-sponsored event featuring renowned physician experts speaking about advances in renal care and supporting the NxStage approach.

Results ~ Qualitatively, the entire organization is now unified in their go-to-market message. The brand will be reinforced at all customer touchpoints. We are currently in the launch process for NxStage and will report results in a few months.