Siegel+Gale Launch New Brand Identity and Website for Availity New digital experience amplifies brand unification
NEW YORK, March 25, 2014 /PRNewswire/ -- Global strategic branding firm Siegel+Gale (www.siegelgale.com) today announced the launch of the refreshed brand identity and digital presence of Availity® (www.availity.com), an online healthcare network that streamlines claims, payments and other critical business solutions.
Availity engaged Siegel+Gale to undertake a rebranding initiative and create a unified customer experience between their offerings and those of RealMed, a company acquired by Availity in 2010—which simplifies revenue cycle transactions between providers and payers.
Key components of the new digital experience include:
- A redesigned Availity.com, focused on driving sales decisions and engaging visitors with relevant information.
- A clear, well-organized flow of information throughout the site—from solution, to product, to information collection, which helps guide visitors through the content and encourages them to take the next step.
- An engaging home page with room for a variety of content to connect with the large segment of existing Availity users.
Availity wanted to keep its customer experience simple, while unifying its strategy and culture with RealMed to maximize its impact in the healthcare marketplace.
"Healthcare professionals are not looking for someone to help them be better at delivering healthcare—they feel they have that part covered," said Daniel Katz-Golden, strategy director for Siegel+Gale. "What they really need is help on the administrative side of their operations."
Through in-depth quantitative and qualitative analysis across a wide variety of Availity and RealMed customers, Siegel+Gale found a core driver for healthcare practitioners was the desire to partner with an established company that could help them run a more effective business. Working through the lens of simplicity, Siegel+Gale developed a new brand story for the unified Availity that moved from streamlining healthcare operations to talking about solutions that help doctors manage and grow their practices.
In addition to repositioning the Availity brand and revamping the company's visual identity, Siegel+Gale transformed the brand's digital experience.
Siegel+Gale considered integrating the Availity and RealMed websites key to brand unification and future growth.
"The engaging and visually refreshing web experience highlights the shift from streamlining business operations, to showcasing how the new Availity focuses on helping doctors manage and grow their practices," said Thomas Mueller, chief experience officer for Siegel+Gale.
"We engaged Siegel+Gale after an important acquisition," said Kathleen Hertzog, vice president of marketing and communications for Availity. "Our challenge to them was this: help us define a brand platform representing our 'new' company and position in the market, and make it flexible enough to adapt as we continue to evolve."
"We couldn't have made a better choice. Siegel+Gale's understanding and application of sophisticated research, beautiful design work and their obvious passion for delivering the best results possible provided us with a brand platform that truly reflects who Availity is today, and where we are headed. We were so pleased with the brand work, that we hired Siegel+Gale to help us create a new corporate website—it was a no-brainer. Availity's new brand and digital presence clearly articulate our commitment to helping physician practices operate healthier businesses."
Siegel+Gale (www.siegelgale.com) is the simplicity company. We seek it, defend it and embrace it in everything we do to help brands reach their true potential. Simplicity is the centerpiece of the strategies we develop that reveal the unique truths of an organization, the engaging stories we create that connect brands with their audiences and the meaningful experiences we deliver that are both unexpectedly fresh and remarkably clear.
Since 1969, Siegel+Gale has championed simplicity for leading corporations, nonprofits and government organizations worldwide. We have offices in New York, Los Angeles, San Francisco, London, Riyadh, Dubai, Shanghai and Beijing, but we're willing to fly just about anywhere. We're also not alone. As part of Diversified Agency Services, a division of Omnicom Group Inc., we have strong partners all around the world.
About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE: OMC), manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.
Availity delivers revenue cycle and related business solutions for healthcare professionals who want to build healthy, thriving organizations. Availity has the powerful tools, actionable insights and expansive network reach that medical businesses need to get an edge in an industry constantly redefined by change. For more information, including an online demonstration, please visit www.availity.com or call 1.800.AVAILITY (282.4548).
PR Manager, Siegel+Gale