Uppercase Branding | Healthcare
Creating Extraordinary Brands for Healthcare Businesses
About:
Uppercase Branding is a nimble, cost-effective brand identity firm with deep expertise in healthcare and life sciences. We help you create new or rejuvenate legacy brands using persuasive narratives and striking designs.
Our Model:
Compelling creative work developed by a network of domain experts and delivered by the firm’s founding partners. This hub & spoke model produces content in days not months for thousands of dollars not tens of thousands.
Our Mission:
Help our clients create new or rejuvenate tired healthcare brands at minimal fees.
Our Method:
There is no madness to our method. We don’t use jargon. We don’t employ any dogs or ponies. Smoke is for fires and mirrors are for reflection. What we do is our level best to understand your challenge, craft a coherent plan and bring that plan to life with compelling ideas effectively delivered to the target.
Our Services:
Uppercase delivers four buckets of services, each one building upon the other. While we know that they work best together, each offering is designed to stand alone and meet any individual client need.
Bucket One - Brand Strategy
1. Brand Strategy – Inform and Inspire
At Uppercase, brand strategy is all about asking the best questions to uncover the essential insights that inform and inspire the most compelling message. Our imaginative combination of research and discovery uses innovative techniques that peel the onion to reveal your brand’s sustained competitive advantage.
Deliverables:
- Qualitative research
- Quantitative research
- Internal ideation sessions
- Messaging platforms
- Internal yet inspirational positioning documents that drive the development of the creative work. Who you are, what you stand for, what problem do you solve, how you are different, who you are speaking to and why prospects should buy. These can include:
- Short form positioning statement
- Long form messaging, e.g. key selling points, about, etc.
- Target audience personas
- Internal yet inspirational positioning documents that drive the development of the creative work. Who you are, what you stand for, what problem do you solve, how you are different, who you are speaking to and why prospects should buy. These can include:
2. Creative Content – Nodding Yes
Relevancy to the audience is priority one. Uppercase creates content that generates awareness, interest and action among the target. When your audience is exposed to the right message, they are nodding yes and thinking “that’s me.”
Bucket Two - Creative Content
Deliverables:
- Naming – No single marcom tool is used more frequently and more widely than the name. It is the single most powerful advertisement for your brand.
- Logo Design – Your brand graphically delivered, your message visually enhanced.
- Messaging – Slogans, copywriting, texts, emails, tweets, blogs, posts, advertising, news releases, websites, collateral, identity systems, speeches, and presentations all strategically reinforcing and creatively engaging.
- Guidelines – Brand identity guides that aid communication professionals in delivering the message.
3. Roadmap – The Action Plan for Launch
Deliverables:
Bucket Three - Action Plan
- Clear, concise and specific actions that put your brand in front of the audiences that matter.
- A scheduling and sequencing timetable to effect maximum impact at minimal budgets.
- Complete list of media outlets and contact information that exposes your brand to opinion leaders and buyers.
- Well crafted feedback loops to optimize follow up.
4. Implementation – Making it Happen
Bucket Four - Implementation
We engage our network of expert specialists to implement the action plan. Simple, efficient and cost effective. ‘nuff said.
Deliverables:
- Our network of connect subject matter experts will deliver earned and earned exposure for your brand across all media.
Healthcare | Clients
Uppercase Branding | Healthcare has domain expertise in every sector including:
- Services and Facilities
- Medical Device, Equipment, and Supplies
- Medical Services, Insurance, and Managed Care
- Pharmaceuticals (proprietary, generic, bio, OTC)
Case Studies
Client: Providence Health Services
Challenge
Pacific N.W. hospital name and identity after merger of regional hospitals.
Work
- Conducted extensive research: qualitative and quantitative consumer, qualitative and quantitative medical professional, reviewed secondary, investigated religious concerns, best practice examples
- Extensive creative development and testing
- Recommended keeping identities separate - risk outweighed upside and cost savings
Client: TruMed Systems
Challenge
Healthcare startup needed a brand name for vaccine storage and management device.
Work
- Developed strategic verbal brand identity roadmap
- Generated more than 550 name candidates, recommending AccuVax
- During IP screen, discovered that company name was at risk and recommend new name
Client: Edwards Life Sciences
Challenge
Leading heart device manufacturer needed a themeline for heart valve portfolio to provide competitive separation.
Work
- Uppercase created “Designed for Life”
- Speaks to competitive advantage of design expertise
- Works rationally by suggesting a life-time guarantee
- Works emotionally by evoking importance of human life
Client: HealthBox
Challenge
Healthcare incubator sought to establish itself as a thought leader in women’s issues in the life sciences’ space.
Work
- Uppercase created “Vision51” idea
- 51% of healthcare workers are female but that is not reflected at the C-level
- “Vision51” seeks to raise awareness to put more women in the corner office
Client: iRhythm
Challenge
Innovative cardiac monitoring company requested a short category descriptor that captured their unique selling proposition.
Work
- After creating and testing more than 75 options, created C.A.M., Continuous Ambulatory Monitoring
- Rare instance where acronym works; it relates to movement
Client: Qualcomm
Challenge
This high tech enterprise wanted to generate enthusiasm and participation in its employee wellness program.
Work
- Uppercase created the brand name WellPort
- A place for health and wellness as well as tying in with tech aspects
Client: Clinical Genomics
Challenge
Privately held biotech company needed to brand its ground-breaking diagnostic test for colorectal cancer.
Work
- Uppercase created the brand name Colvera
- Semantically, Colvera suggests colon without being heavy handed
- Linguistically, soft sounds are comforting while ’v’ sound evokes life, e.g. vivid, via, viva, vivo, vitro
For more information, please contact President and Creative Director Mike Pile at Mikep@uppercasebranding.com.