In April 2014, Independence Blue Cross and DaVita HealthCare Partners announced the creation of a groundbreaking joint venture focused on providing high-quality, affordable health care in a highly competitive marketplace. Brian Communications was asked to build a brand for Independence and DaVita Healthcare Partners, which would help bring the region’s newest and most innovative model of health care to market.
The new company wanted its brand to reflect a clear commitment to work “in tandem” with primary care physicians to create a new “paradigm” of high-quality, affordable health care. As a company where “tradition meets innovation,” its position sought to reflect its promise to return primary care physicians to the center of patient care while taking advantage of new technologies, data resources and other health care innovations.
A strategically-designed rollout of the brand to a crowded and competitive market helped Tandigm exceed its first-year growth and success goals within months of launch and well ahead of projections. Its leadership praised the new brand and the new processes that supported consistent communication to key constituents.