Northeast Business Group on Health

With a decades-long history working with health care organizations and employers throughout the northeast United States, this prestigious association faced a challenge:  Its brand was still rooted in New Jersey.

The answer was a name change and rebrand.  With our help, the New Jersey Business Group on Health was re-launched as the Northeast Business Group on Health.

Even under the old name, the group was active in New York, New Jersey, Connecticut and Massachusetts, and its members included national and global employers based in these states, as well as national health plans and benefit consulting organizations, nationally-recognized health systems, and innovators in healthcare-related products and services.

The new brand needed to leverage the group’s reputation in the market and among partners, and ensure that a name change would not prove confusing or contradictory to long-time corporate members, partners and stakeholders.

Results:

Our team performed a total rebrand, complete with a new logo, redesigned website, and collateral materials.  The brand launch was followed by ongoing media outreach and marketing tactics designed to engage press and stakeholders in regional discussions about improving the nation’s healthcare system.

Today, NEBGH remains one of the most influential healthcare-focused business coalitions in the country, delivering educational and training programs for benefits executives everywhere who are striving to improve health plan performance.