| IntelliDose (a division of IntrinsiQ LLC)
2009 REBRAND 100 Winners > notable
Industry/Sector: Technology/Computer Hardware/Software and Healthcare/Pharmaceuticals
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - IntrinsiQ, the premier source for US oncology data and analysis created IntelliDose—clinical information software that enables medical oncologists to automate the cancer care process. IntelliDose is among the rapidly growing number of oncology-specific Electronic Medical Record (EMR) solutions and can fit into many enterprise-wide EMR solutions* already deployed in Hospitals and Care Management organizations.
*Enterprise-wide EMR solutions are used across entire hospitals and integrate specific software modules (like oncology) for each hospital department.
Challenge -
1) To erase confusion between and separate the IntelliDose and IntrinsiQ brands;
2) to overcome Intellidose being seen as merely drug calculation and drug dosing software.
3) To stand out in a very crowded and confusing oncology software space.
Strategy - We implemented an invisible brand structure for IntelliDose and IntrinsiQ. We identified two target markets with different needs—Hospitals/Care Management versus Oncology Practices—and we crafted messages and materials addressing each audience separately. For Hospitals/Care Management, we positioned IntelliDose as the oncology software module that would integrate with a hospital’s EMR; for oncology practices, we positioned IntelliDose as the total EMR solution. We took a client-centered approach and developed workflow and integration diagrams to convey how the client’s current workflow and/or current clinical information systems conveyed how the different IntelliDose software modules interacted with the client’s entire staff.
Result - This rebrand is still being rolled out. The invisible brand structure has eliminated brand confusion and created greater understanding within IntelliDose of the brand and its positioning. The more modern and medical look along with the unique approach in using client-centered visual diagrams have been extremely well-received by potential and current customers. The diagrams not only help IntellliDose stand out from the competition, but also help clients sell the chosen solution inside their organization to the employees it affects.
Credits:
Client: IntelliDose (A Division of IntrinsiQ LLC) - www.intellidose.com
Brand Strategists/Designers: Orange Square - www.orangesquare.com
Creative Director: Kristine Merz
Designer/Art Director: Ryan West
Copywriter: Corporate Ink
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