The Challenge: The company serves a broad customer base which is divided among three very different and distinct healthcare market segments: ambulatory surgery centers, rehabilitation clinics and diagnostic imaging centers. Over the years, each offering had developed its own unique brand identity, hampering the company’s ability to leverage the overall strength of the master brand to increase market share in each market segment.

The Solution: Dodge rebranded the individual market offerings to leverage the master brand, then developed a print collateral system that enabled each market to take advantage of the company’s overall strength. The new Web site design clearly articulates the individual markets, yet emphasizes the power of the company’s overall identity. Public relations efforts complement the marketing campaign, by targeting the distinct market segments separately, while reaffirming brand awareness through communications with broader healthcare IT media outlets.