Healthcare Marketing

Genoa Healthcare

case study : a brand acquisition story

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Genoa Healthcare, the fifth largest drug chain and the largest outpatient telepsychiatry provider in the U.S., acquired by OptumRx.

Genoa Healthcare was acquiring new companies faster than they could properly brand themselves. As the nation’s largest provider of pharmacy, outpatient telepsychiatry, and medication management services, Genoa Healthcare sought to rebrand with a new look and feel to create a cohesive look for its rapidly expanding locations and marketing communications.

 

Keeping Genoa Healthcare’s multiple audiences in mind – health care providers, health plans, and consumers – a new brand identity system was created, using bright, modern colors. We art directed photography of real patients and employees to create a realistic, approachable look. These initial steps quickly evolved into a much bigger collaboration with Genoa Healthcare, with our team creating a robust Pharma Advertising strategy, flexible system of tradeshow displays, icons, infographics, templates, and much more. In addition, we partnered closely with the Genoa team to navigate the integration of additional business units from a marketing standpoint while upholding the overarching brand identity. Together, we developed a Master Brand framework and established clear guidelines for sub-branding business units, ensuring unity and coherence across all brand elements.

With new guidelines and a photo library, Genoa Healthcare could ensure a consistent look for marketing throughout all existing and new locations – an essential solution for an organization that was rapidly growing and opening new locations.

With year-over-year growth of 16%, revenues over $3 Billion, and within a year after rebranding, Genoa was purchased by OptumRx in a bidding war. Genoa Healthcare’s strong brand equity was surely noticed: Part of the negotiation in the buyout was that Genoa Healthcare retain its name and visual identity system for several years.

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Healthcare Marketing

Genoa_logo_created_by_Addwomxn Healthcare Marketing

Healthcare Marketing

Healthcare Marketing

Supporting and celebrating people living with mental health and other complex conditions.

People-first, full-service pharmacy. Committed to serving and honoring individuals from diverse backgrounds, Genoa Healthcare has been delivering personalized pharmacy services to those navigating behavioral health and other intricate conditions for more than two decades. We collaborate closely with clinics, communities, and health plans to ensure accessibility, making it simpler for individuals to obtain and adhere to their medications.

Managing complex medication regimens requires time. Genoa Healthcare offers comprehensive pharmacy services tailored to individuals with intricate health needs. Situated within mental health and other clinics, Genoa pharmacists prioritize building relationships with patients and their healthcare providers. Begin accessing specialized pharmacy support in your area today.

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 Deliverables:

•  Brand identity system

•  Brand guidelines

•  Icon library

•  Infographics

 

•  Location signage

•  Print materials

•  E-templates

•  Webside art direction

•  Tradeshow displays

•  Business unit branding

•  Employee training

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