MEDecision - Alineo & Nexalign

The Company
MEDecision offers collaborative health care management solutions that provide a simplified and smart way to manage the health of members and member populations which can improve the quality and affordability of care. Using state-of-the-art technology, MEDecision provides a collaborative health care management platform as well as a collaborative health care information exchange service.

The Task
Faced with the impending launch of the next generation of its CarePlanner product platform, the team at MEDecision was questioning the nomenclature strategy behind all of its offerings. Was there differentiation in the client's mind between the corporate brand and CarePlanner? Would the introduction of CarePlanner 6.0 only add to the confusion? As 6.0 was considered to be a paradigm shift, Addison Whitney considered whether it was appropriate to introduce a completely new brand.

The Addison Whitney Solution

Research & Analysis
Addison Whitney led a brand strategy workshop to discuss these issues. Following this session, Addison Whitney conducted one-on-one interviews with MEDecision employees and clients to gauge brand equity and clarity of the current brand architecture.

Brand Strategy
Addison Whitney recommended a new strategy that would focus on MEDecision as the master brand and two new sub-brands for the single- and multi-payer offerings. The only brand to be retained was iEXCHANGE, with all other current offerings becoming descriptors.

Verbal Branding
The Addison Whitney verbal branding team created the brands Alineo and Nexalign for the single- and multi-payer offerings, respectively. Naming guidelines for future product introductions were also provided to MEDecision.