McKesson

Staying Ahead of the Curve

Updating a pioneer in healthtech for a modern, competitive landscape

Project
RelayHealth Brand Refresh

Medium
Integrated Branding

Role
Creative Direction
Brand Development
Brand Management
Visual Design
Verbal Strategy & Copywriting

Year
2014

Objective
By 2013, RelayHealth faced a rapidly growing competitive landscape, and marketing leadership recognized the need to evolve the brand to stay ahead. While the 2006 McKesson-led rebrand had served them well, it was time for a refresh—one that would reinforce RelayHealth’s position in the market while staying true to its core mission.

Solution
Over several months, I led a comprehensive brand refresh, drawing insights from competitive analysis, internal thought leader interviews, design brainstorming, and user group testing. While the logo remained, the visual language, messaging, and overall presentation were reimagined to better reflect RelayHealth’s mission. The result was a brand that not only stood apart in a crowded market but also reinforced its commitment to improving healthcare through seamless connectivity.

Brand guidelines page gallery

Selections from the brand guide

Brand Activation

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

Landing page (left) and newsletter (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 was also targeted to act as downloadable content 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.