ClariPath, a division of parent company HealthTronics, offered premier uropathology products and services for healthcare providers across the U.S. With a state-of-the-art laboratory, a 100 percent fellowship-trained medical staff, unmatched expertise and an exclusive focus in urology, ClariPath provided a broad spectrum of cutting-edge laboratory services and clinical support functions to aid physicians in the detection, diagnosis, evaluation and treatment of cancer and other conditions. ClariPath also offered integrated business solutions that allowed partner physicians to positively impact the economics of their practices.

Bolstered by HealthTronics’ strong reputation in the market, ClariPath had enjoyed significant success. However, laboratory solutions are often considered by the industry to be secondary to care delivery. But ClariPath had a bigger vision when it came to the role it ultimately plays in the care process.

In a time when the market was narrowing, and increasing regulations made growth an even greater challenge, HealthTronics and ClariPath came to Health Brand Group in search of a partner that could help them reinvent their brand within the context of their vision for a new model of care, and help elevate the organization and the services it provides in the eyes of its customers and partners.

We created a brand and strategic position — Core2Care, allowing the company to speak to the central role its plays in the care process, and the ultimate impact it has in guiding patient treatment decisions and care. And we applied the brand strategy to all aspects of the organization with the creation of a new corporate identity, look and feel and messaging that elevated the organization and its solutions from a commodity sell to that of a provider that plays a fundamental role in the clinical care process.

Services Performed:

  • Immersive Research
  • Naming & Brand Architecture
  • Product Naming & Positioning
  • Brand Strategy & Identity
  • Package Design
  • Core Story & Messaging
  • Sales Strategy & Collateral Materials
  • Digital Strategy & Website Development

HBG 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.

- Liz Gallucci Bird / Former Vice President, Sales & Marketing