Employer Direct Healthcare

Objective
Employer Direct Healthcare (EDHC) sought to address key challenges in the highly complex healthcare benefits space: increasing employee awareness and utilization of their flagship product, SurgeryPlus, while preparing to expand into new service lines, such as cancer care. The company needed a refreshed, human-centered brand that simplified its value proposition, supported future scalability, and resonated with both employers and employees.

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Solution
As the Strategist and Project Manager, I guided the development of a comprehensive solution that transformed EDHC’s brand and positioned it for growth:

• Research & Insights:
  Conducted stakeholder research, gathering insights from employers, consultants, employees, healthcare providers, and internal teams. This informed the creation of detailed personas that shaped the brand’s strategy and messaging.
• Brand Strategy Development:
  Redefined the brand purpose as “transforming access to excellent care.” This purpose guided the renaming of the company and its product lines, as well as the development of a scalable brand architecture to support future growth in multiple service areas.
• Visual & Verbal Identity Refresh:
  Developed a new, emotionally resonant visual and verbal identity to humanize EDHC’s offerings. Collaborated with creative teams to simplify complex healthcare benefits messaging for stakeholders across the ecosystem.
• Production Leadership:
  Oversaw the production of key assets, including sales collateral, member materials, multiple websites, and video content. Maintained alignment across cross-functional teams to ensure the quality and consistency of deliverables.

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Outcome
The rebrand elevated EDHC’s market position and enabled them to scale effectively. The company successfully implemented the refreshed brand across all assets, reinforcing its mission of “transforming access to excellent care.” EDHC raised $92 million in secondary investment, achieving a valuation of $1 billion. The brand positioned EDHC for expansion into oncology care and additional service lines, supporting their long-term growth strategy. The rebranding work contributed to the recruitment of a world-class executive team and strengthened EDHC’s partnerships across the healthcare ecosystem. As od September 2024, EDHC has rebranded to Lantern and added infusion care services.

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Work Completed

• Stakeholder Interviews
• Verbal Brand Strategy
• Visual Brand Strategy
• Marketing and Communication Strategy
• Website Strategy, Design and Development
• Project Mangement
• Manifesto Video Production
• Product Naming
• Messaging Frameworks
• Sales Collateral
• Member Engagement Content Production
  

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