To help get Health e(fx) to market as quickly as possible, we worked with the team to create a two-track approach. One aspect was focused on creating and building a brand presence with a brand identity, website, and thought leadership content to help create clarity and provide information for employers about the software solution and the ACA. The second track was working with the development team to apply the brand experience to the software solution so employers could efficiently work through complex ACA parameters leveraging the software’s capabilities.
By helping Health e(fx) get to market first with a usable beta solution and responding quickly to market shifts, user experience feedback, and the evolution of the ACA; Health e(fx) was able to collect critical market feedback that allowed them to advance quickly to being one of the top solutions in the market through the unpredictable and unstable ACA market.
With a few slight adjustments, the Health e(fx) brand foundation and strategy that was established early on is still used today to help keep the Health e(fx) brand message and image focused and on target with a market that is still in flux.