McKesson

Staying Ahead of the Curve

Refreshing a healthtech pioneer's brand for a modern, competitive landscape

Project
RelayHealth Brand Refresh

Medium
Integrated Branding

Role
Creative Direction
Brand Strategy
Visual Design
Messaging Strategy

Year
2014

Objective
In 2013, RelayHealth was at a strategic crossroads. As new competitors flooded the healthcare technology space, it became clear that the decade-old brand no longer reflected the company’s evolving vision or stood out in a rapidly shifting market. Marketing leadership saw the need for more than just a cosmetic update—they needed a refreshed brand strategy that could reassert RelayHealth’s leadership and adapt fluidly to digital, social, and content-driven environments.

Solution
I led a brand refresh initiative that began with foundational strategy work—analyzing competitors, interviewing internal stakeholders and industry thought leaders, and gathering feedback from key customer segments. These insights informed a revised brand platform and messaging framework to reinforce RelayHealth’s core promise: seamless, secure connectivity across the healthcare systems. Visually, we retained the logo to preserve equity but introduced a modern, flexible identity system that elevated the brand’s presence across channels. The outcome was a strategically grounded, future-facing brand that sharpened RelayHealth’s market position and aligned internal and external teams around a clearer, more compelling narrative.

Brand Elements

Brand Activation

Lead generation email (tablet) and landing page (desktop and mobile)

Landing page (left) and case study (right)

Blogpost article

Interactive touchscreen kiosk for tradeshows and conferences

RelayHealth Solutions Folio

After finalizing the brand refresh, our first goal was to create a rapidly digestible and complete collection of informatic pieces that help customers navigate intricate and often confusing aspects of healthcare IT. Primarily for use by sales teams at events and conferences, it also acted as a downloadable ebook via direct marketing communications.

Working with a content strategy agency, I directed the visual and experiential design for a series of solution line briefs and an overview brochure that outlined RelayHealth's service offerings for new and existing customers. The final design of the folio successfully supported both print and digital acquisition.

The Engaged Patient eBook

Following the success of the Solutions Brief, the marketing team then determined a second-stage, profound knowledge booklet to inform and guide healthcare leadership on how RealyHealth's mission of building meaningful patient engagement experiences would profoundly impact their organizations. The final result was a 33-page guide titled The Engaged Patient.

Working with my in-house team and supporting content marketing agency, the guide employed plain, concise language and supporting infographics outlining strategies and tactics that addressed common pain points for hospital and healthcare information exchange directors. It became the most downloaded electronic publication in RelayHealth's fifteen-year history within four months.