Building the Brand, Creating the Name
Our ultimate assignment was to build a consumer healthcare transparency website for the state of Massachusetts. Because nothing like this existed, we started by developing a comprehensive brand and messaging strategy, beginning with a landscape analysis of the marketplace and culminating with a Strategic Brief outlining the audience-specific imperatives.
Next, we put a face on the brand. This began with creating a name that would be suggestive of the experience and value one would get from the site.
The essence of the website’s content is information regarding the relative costs of medical procedures from different providers across the state, as well as quality measures related to the medical procedures such that consumers have the basis for judgment on the relationship between cost and quality.
In one hybrid name, CompareCare, we were able to convey the essence of the website’s mission. To view the expanded case study, click here.