CASE STUDY
A New Brand For A Historic Company
HEALTHLINQ BY MPX
DIGITAL MARKETING STRATEGY, BRAND & POSITIONING, EMAIL MARKETING, CONTENT DEVELOPMENT, SEARCH & SOCIAL ADVERTISING
THE PROJECT
While a powerhouse in print fulfillment, MPX struggled to communicate its story effectively to the health insurance audience. Surrounded by similar-looking competitors, the need to stand out was paramount. To succeed in a new market, we needed to highlight MPX's unique strengths that resonated with the healthcare insurers, establishing it as the superior choice for healthcare insurance fulfillment.
THE CHALLENGE
With over 75 years of success in print fulfillment, MPX was a respected name in its niche but sought to expand its influence into the crowded healthcare insurance market. Known for fulfillment expertise, MPX faced the challenge of repositioning itself as a superior choice in a competitive arena where it was not yet recognized.
THE RESULT
The culmination of our efforts was a new sub-brand for MPX that stands out in the healthcare space, a refreshed parent brand, and sibling brands that leverage unique selling points. The contemporary feel infused into this technology-based operation resulted in exponential increases in target-market visibility, marking a transformative journey for MPX in the healthcare insurance industry.
The Power Of Voice
Uncovering MPX's great story was just the beginning. We identified unique strengths that spoke directly to the needs of the healthcare market. Crafting a compelling narrative, we positioned MPX as not just a provider but a partner offering unparalleled expertise and a commitment to customer satisfaction. The brand update not only elevated MPX but aligned the parent brand and niche brands with the true value of their offerings.
Data Doesn’t Lie
Success in rebranding relies on both client and market buy-in. Our repositioning and branding innovations were met with positive reception from the MPX team, clients, and industry advisors. However, the real proof lay in the analytics.
In the first year after the brand update, the corporate website witnessed remarkable progress. MPX experienced a 160% increase in monthly website sessions and a 196% surge in monthly site visitors. Pageviews were 4.5 times greater than the previous year, with traffic to critical healthcare offering pages growing exponentially. From just 1.9% of site traffic, healthcare insurance market pages reached over 20%, marking a 958% increase from the previous year—a testament to our successful visibility strategy.
In the B2B landscape, measurable sales results can take time, but the revitalized brand invigorated MPX's team and expedited the process. The competitive brand presence, coupled with new content and materials, empowered sales efforts, accelerating existing pipeline deals. The HealthLinq™ brand now shines brightly, instilling confidence in pursuing new opportunities and outshining the competition.
See the Results
View the portfolio sample of design and content created for HealthLinq’s new brand and messaging.
How We Built It
Working in concert with the company’s internal teams, we leveraged the new brand to help MPX build a lead nurturing and sales fulfillment program featuring its strong, new sub-brand and content base that put HealthLinq foremost in the minds of its prospects.
