B2B Healthcare Branding

M&A in the healthcare world is the new normal, making B2B branding, rebranding and acquisition communications a must-have skill for savvy marketers. But what happens when your internal marketing team is charged with communicating a new acquisition to both internal and external stakeholders, rebranding all corporate material and packaging new product branding all in a matter of months? One proven approach is to turn to Activate Health, whose leaders are highly experienced in all of these areas, effectively streamlining the brand building process and fostering confidence among customers during these challenging transitions. See how we did this for Avella Specialty Pharmacy in the case study below.

In 2016, Avella Specialty Pharmacy acquired a provider of acute-care compounded preparations in order to better penetrate the lucrative hospital outsourcing market. An immediate rebranding was necessary to introduce this product line as part of the Avella family, accompanied by new product messaging, public relations and development of sales support materials including this SourceB brochure. Its Arizona based leadership team looked to marketing firm Activate Health to develop communications materials announcing this acquisition to Avella’s customers including payers, hospitals, pharmaceutical manufacturers, providers and patients.

As the agency of record, the Activate Health team spearheaded the entire B2B rebranding process, creating a comprehensive 90-day marketing plan for updating existing materials, adding new web content to Avella.com, leading the development of a product ordering portal and creating new marketing and product materials. The first phase included development of a value proposition and brand messaging for the new “SourceB” product line, which included compounded drugs compliant with the FDA’s stringent 503B requirements. The resulting content and a new SourceB logo were then used as a foundation for development of new collateral materials for the hospital audience, as well as new signage, uniforms, HR materials and other branded documents and items. Finally, upon product launch, media relations efforts were initiated to promote the new SourceB product suite within the hospital and specialty pharmacy market.

MEDIA RELATIONS

Finally, upon product launch, media relations efforts were initiated to promote the new SourceB product suite within the hospital and specialty pharmacy market.