A little to the left.
PROJECT DETAILS
Medefy takes the guesswork out of healthcare and connects employees with the best care for their insurance, saving everyone major $$$. But a brand positioning crisis stood between them and the right decision-makers.We helped Medefy increase brand engagement by uncovering their true target audience and shifting their brand positioning to identify with their true decision makers.
Developing the angle.
Medefy was a startup looking to turn health benefits navigation for large companies (AKA hell) on its head by reverse-engineering the whole process. Plot twist: real people are more helpful than chatbots. Medefy reps find employees the lowest cost, highest value, books them appointments, and verifies correct billing.This ability to eliminate unnecessary expenses and reduce HR’s burden was like a superpower. But their positioning wasn’t reaching their real radical buyer. With rigorous discovery, we recognized that Medefy needed to pivot from targeting C Suite execs to start marketing to HR professionals.
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HR professionals are victims of boring branding.
But they’re the ‘fun table’ at the company picnic.We knew we had to ensure Medefy was anything but ordinary and forgettable. It was time to break up monotonous branding trends and put something worth getting excited about in front of HR.
Bring it to the people.
How do you get the attention of a professional who’s chin-deep in everyone else’s problems and smothered with samey software ads?You get wild.
Point them in the right direction.
We knew who to talk to and how to talk to them. The next step was helping Medefy stand out to this audience in an industry flooded with sterile blues and cross signs, while still being identifiable as a healthcare-adjacent service.Enter the hero of the brand: the Medefy Arrow. It’s not just indicative of Medefy’s motion and speed — it speaks to the company’s role as a navigational force through the murky waters of health benefits. We punched up the blue with slap-yo-mama pink for a bright look with just the right momentum.
