There’s a big difference between being “clinical” and providing personalized, compassionate care. It’s a distinction Zehnder wanted to make crystal clear when we recently helped launch the new branding for Amedisys (Nasdaq: AMED) – one of the nation’s leading home health care, hospice and personal care providers.
Everything that Amedisys does focuses on the best interests of their patients, as they serve more than 35,000 people in their homes each day. So, updating their brand called for establishing a look and tone that matched this genuine culture of empathy. It was a massive step forward for the company, one that was over a year in the making.
“What’s most important is that now you get a clear-cut representation of who we are and what we do – providing exceptional care in the home,” said Amedisys President and Chief Executive Officer Paul Kusserow. “This also positions Amedisys as an innovative, forward-thinking leader in the healthcare profession.”
It all started with months of meticulous investigation by Zehnder’s Research & Analytics team to compile all the specifics that define and differentiate Amedisys. From there, we designed a new logo that speaks directly to the all-important role of the home, with a medical cross as the window and a rooftop that also forms an arrow, indicating the company’s upward trajectory. The mark is surrounded by a circle that touches on the company’s full continuum of care.
The new logo is now displayed on signage outside the company’s headquarters in Baton Rouge, Louisiana, and its executive office in Nashville, Tennessee.
As part of the launch, we also created a completely redesigned website. The site is consistent with the tone of the overall new brand, offering users a much-improved resource with enhanced navigation. Prospective patients and their family members can learn more – even take quizzes – about which services might be most applicable to their specific needs.
And while everything at Amedisys is patient-focused, the company is always certain to acknowledge the utmost importance of their team. Their 16,000+ employees were among the first to view a detailed brand launch video that Zehnder created. With direct testimonials from the leadership team, the video gets to the heart of why this transition is such an important step in the company’s positive growth.
So far, all these changes have been met with positive response.
“The new logo and website are getting rave reviews,” says Kendra Kimmons, VP of Marketing and Communications at Amedisys. “Zehnder’s team has been incredible to work with. Not only has the creative exceeded my expectations, but the professionalism, efficiency and just plain niceness has been a wonderful experience.”
This success is further evidence indicating that periods of growth are often the most ideal time to move forward with updating your company’s branding. This allows you to fully claim your identity and capitalize on the brand equity that you’ve been building.