Stratifi Health
Unifying a complex company that’s trying to simplify.
StratiFi Health came to Firehouse with a unique problem. They were working hard to redefine the healthcare industry from the bottom up with great success, but they didn’t know how to tie all of their products and services together under one strategic vision. That’s because StratiFi Health sits at an interesting intersection in the healthcare industry. On one hand, they help foster and optimize physician-patient relationships through primary care, and on the other they help physicians by organizing and streamlining business-side operations so they can concentrate on patients.
This created a complex strategic challenge thanks to two brands, several products and multiple services under their brand. Complicating it further, each of these offerings needed to speak to specific audiences throughout the healthcare industry with tailored messages and unique benefits. Our job was to piece together the common threads across their offerings and create a brand strategy that would galvanize the entire StratiFi organization, but still give each business unit a clear and unique path to success
…they didn’t know how to tie all of their products and services under one strategic vision.
Listen first. Solve second.
It would be easy to just jump in and try to start fixing things. However, we knew we had a lot of information to gather, so our first step in the process was playing the role of reporter. We sat down and talked with people from all areas of the company to understand their hopes, frustrations, goals and challenges within the current system. Then we reached out to individuals from all aspects of the industry including independent physicians, employers, insurance company payers, health systems and networks. Their point of view would prove to be invaluable to understanding not only how StratiFi’s businesses and services impact them now, but more importantly, how they might evolve to being indispensable in the future.
Data and decisions.
Synthesizing and processing information from all of these one-on-one interviews, as well as reams of data from both primary and secondary research, got us to the point where it was time to get all stakeholders in a room, present our findings and hash things out. In a workshop-type environment lasting a couple of days, we uncovered easy wins, hard truths and overcame gut feelings with facts. The outcome was not only great understanding and alignment, but also a carefully crafted brand purpose for the overall parent brand of StratiFi Health: “Healthcare as it should be.” A commitment to simplifying the complexity of the healthcare industry and helping independent physicians get back to what they love doing—caring for people.
Additionally, once the master brand was set and agreed upon, we crafted a new brand strategy for each of the two main brands under the StratiFi umbrella: StratiFi Health and Catalyst Health Network.
The outcome: Healthcare as it should be.
Charting a path to consistency.
Positioning and strategy are only effective if they’re acted upon. We knew that creating a consistent means of talking about the brand and describing their products to all of their various audiences was going to be critical. To that end, we created and rolled out a comprehensive messaging strategy which was accompanied by a document that provided messaging examples displaying the unique benefits StratiFi Health provided for each of their audiences. This “messaging matrix” helped bring to life our newly-minted brand strategy in a way that allowed marketing materials, as well as employees, to all sing from the same, consistent song sheet.
Just the beginning.
While brand strategy outcomes are a difficult thing to quantify, the impact of our work can be seen throughout the StratiFi organization. Gone are the days of not knowing how to articulate their company’s role in the healthcare industry, or where their products and services fit within their portfolio. They confidently planted the flag of “Healthcare as it should be” and rallied the entire organization around it. The value of our messaging matrix can be seen across all of their touchpoints, as it gave them a clear roadmap to speak boldly and consistently about their approach, differentiators and benefits to their audiences. This has led to a growing reputation for thought leadership and high expectations for future success.