ChallengeHealthscribe, a medical transcription company, wanted to re-package itself. Its goal was to expand its services to assist hospitals in more efficiently managing their revenue cycles.
Rebrand, reposition, and re-launch the company with a splash. The first step was to conduct extensive marketing research to determine the needs of the primary target audience (CFOs and Directors of Medical Records of 250+ bed hospitals in the US). The second step was to re-name the company. The previous name, Healthscribe, communicated a limited service offering of transcription services only.
The new name, Avicis (an invented word), left the door wide open for current and future expansion of the company. An umbrella marketing concept was soon developed. It was rolled out in the form of a new corporate identity package and brochure, a teaser campaign that led up to a major trade convention, two new case studies that introduced Avicis but built on Heathscribe's solid reputation, and a complete website redesign and re-launch.
Avicis gained a great deal of attention. The new image launch raised Avicis's profile so much that it was purchased by the number two medical transcription company in the industry—just 8 weeks after the new launch.