What our clients are saying.
We engaged HBG to support us with a broad repositioning and strategic mandate. The project required HBG to become intimate with our business, our patients, our processes and our core values and beliefs. In the end, HBG’s keen insights and perspective were instrumental in reinvigorating our brand and reinforced our core values and promise. HBG’s process was inclusive, collaborative and inspiring. We are proud to have them as a partner in our long journey.
We had already started down the road with a re-branding firm and once they started presenting concepts to us, we quickly realized they did not understand our mission and our business. We were under a tight timeline and decided to engage HBG. They promptly visited our care centers, talked to our team members and patients, and went to work. They presented us with a creative, fresh brand that captured who we aspired to be to our patients and plan partners. Our senior team unanimously accepted their concepts to launch our brand and to reinforce our mission, vision and values. They continue to be a key partner for us.
HBG’s vision-led brand strategy takes the guess work out of brand building. They offer the creative talent common to many great agencies, but their ability to tie all their work, a client’s best thinking and the very DNA of your business into a compelling vision explains, I believe, why their work stands head and shoulders above their peers. I have seen HBG in action as a client, as a business partner and as a leader of a start-up, and in each case their work was transformative. In our own case, they helped us find the voice we knew we had, but weren’t quite able to capture on our own. Most refreshingly, they are prepared to ask the hard questions, challenge your assumptions about your own business and help you to stand in new places from which you can see your business in a whole new light. If you’re looking for a partner that can be the voice of your customer, that can act as your internal strategy team, and that can deliver on your brand strategy and vision development, look no further than HBG. Two phrases from our work with HBG I ask myself at least monthly: What’s our Health Position? and Mean Something. They both capture a richer set of ideas than the simple phrases imply, but once I understand all that’s involved in both lines of thinking, we completely changed the way we think, act and speak about our business.
Our company, Lindora Clinic, engaged HBG to develop a compelling brand and creative strategy to help us transform from a regional player, to a nationally recognized leader in the healthy living/weight management field. HBG undertook a very comprehensive industry, and competitive review and conducted in-depth interviews with key internal and external stakeholders. The experience was truly collaborative, informative and transformative. The HBG team taught us that “brand work” is so much more than logos, color schemes and brochures. It is about revealing and communicating and delivering on what makes us matter.
For the last two decades, all of my healthcare assets have been touched by the development of meaningful brands by HBG. Their strategic experience in healthcare is both deep and broad and their ability to crystallize a vision and create brands that are relevant have provided me with an important edge over competitors in the quasi-commoditized environment of revenue cycle management.
In reflecting on the work I was privileged to do with Jeff, Harriet and their entire team, I am struck by the way the relationship evolved into true, mutually beneficial teamwork. In fact, I often found myself introducing HBG leaders and associates as members of ‘our team’ and was apt to type ‘rosalindfranklin.edu’ as their e-mail addresses, because we worked so closely and so well that it was hard to believe they weren’t in the adjacent office. And for a university whose primary differentiator is its focus on teamwork, imagine how refreshing it was to have business partners who didn’t just believe in our philosophy, but actually lived it.
Hiring HBG was the best decision I have ever made. First of all, with HBG, you work with the best people all the time. There is no problem too high or too low for them. There was never any we/they with HBG – they earned the right to be a part of our team, delicately balancing the trusted role of outside advisor with the passion as if our business was theirs.
Health Brand Group and their leadership team are some of the best brand architecture and value proposition strategists I have ever worked with. I needed to find a way to facilitate a multi-physician medical practice getting behind a common core message and brand strategy early on. HBG delivered a comprehensive platform for Fertility Centers Of Illinois to begin the conversation and create mutually agreeable brand aspirations internally, which directly resulted in unprecedented growth over the last few years. Without their guidance, we would be lagging behind the market instead of leading it today.
The HBG team functions as true partners. They provide valuable perspective and expertise that elevates every conversation and, in turn, leads to effective, first-class results. Creative and collaborative, incisive and strategic, they’re powerful allies who consistently bring their A game—and inspire their clients to do the same.
HBG is not a marketing agency or an advertising agency. They are our partner, our consultant and my mentor. We know each other well and the relationship we have built allows us to be so much more effective in our branding and messaging because it is OUR branding and messaging. If you choose to work with HBG, you will be working with the best. They are creative, they are artistic, they are energetic and that energy spills over into their relationships.
It only makes sense that the people developing the strategy should have a role in carrying that strategy through. Working with HBG was one of the best decisions that I have ever made. After researching countless “branding experts” professing to be focused on the healthcare industry, I was surprised to see such a wide gamut of segmented services; some were dedicated to developing brand names, some focused on developing just the brand strategy and others were design-focused. The people at HBG do just that: they roll up their sleeves and dive into things from the due diligence phase and are with you all the way to execution. Their level of creativity and leadership has been exciting to witness.
To say that HBG is my company’s marketing and branding firm would be a gross understatement of how much they mean to my company. Before I hired any employee, before any investor wrote a check, and before a physical location was found for my business, I shared my aspirations with HBG. They listened to my dream. From that vision, they created a brand strategy incorporating everything I had wanted and more. With the assistance of HBG’s branding strategy, I then recruited employees, found investors, and solicited business.
HBG continuously pushed us to think about what makes our company and our products unique. They also worked with us to remove any discomfort we felt by adopting a new position, pushing us out of our traditional mold and old-model approach to how we do business. They were persistent and persuasive in helping our leadership come to the same conclusions they had arrived at during their process. HBG knew that Destiny was an anomaly in the insurance industry, and they helped us embrace and leverage this differentiation rather than seeking a position of comfort by being a ‘me-too’.
HBG brings an understanding of the industry, its challenges, and the competitive nature of the evolving markets to each of its healthcare clients. I have admired HBG’s work in two different settings – years ago at a not-for-profit health system, where our marketing focus was primarily B2C, and most recently on a brand development project for a publicly-owned organization with a B2B focus in the healthcare space. I relied on HBG’s thorough approach to research and development of the brand, trusted their counsel along the path, and was always “wowed” by the creative delivered and how it exceeded our expectations as clients. Prospective clients can have confidence that they are dealing with true professionals who know how to develop and deliver a company’s core message.
The creative personality of the brand strategy HBG developed was a significant leap forward for us; the language and design elevated our face to the world. I can highly recommend HBG as a strategic partner for any organization looking to evolve its approach to the market, whether it be in articulating your uniqueness, finding your voice or improving any aspect of how you communicate with your clients, customers or partners.
Jeffrey and Harriet were dynamite to work with on a re-branding and collateral development project for our diagnostics company. They are distinctly different from any other marketing firm I’ve worked with in the last decade. Jeffrey puts significant thought into the big questions and as a result helped us craft a much more poignant, resonant approach than we could have expected. Once in the development phase, the creativity he and his team brought to the table I hadn’t seen in our industry before (normally residing in big-budget advertising or high-investment technology products). Oh, and they came in right on budget, going the extra mile at every turn. Five-star outcomes and the most delightful team to work with through thick and thin. I can’t wait to start more projects with Jeffrey and Harriet at HBG.
Working with HBG during the better part of a year, I saw the power that transformative ideas can have on a healthcare business. HBG’s approach to brand is truly immersive. They act as coaches, not just consultants. They serve as strategic partners, not just hired experts. They help to unlock the hidden potential of healthcare brands in ways that few organizations—however sophisticated—cannot accomplish on their own. My engagement with HBG was literally that: engaging. At every step in the process of helping develop brand identity for a healthcare services company that sincerely needed to forge a path forward, HBG engaged with our executives, our customers, my team, and me in the most intelligent, intuitive, and humanistic ways. Brands don’t have inherent meaning. They are given meaning by the people who stand behind them and in the value they bring to those they serve—much like the healthcare industry itself. HBG’s deep understanding of the healthcare ecosystem and the remarkable team they have assembled to support their clients are among the highest order I have known in my career.