Branding | SaaS Marketing | Product Positioning
Artera
Background
Artera started out as WELL Health, a health-tech company that needed to carve out a distinct brand identity in a crowded category. While the team was aligned on needing a new name and brand, they didn't want to part ways with the heart motif and its significance to the company.
Challenge
How can we turn a common symbol into the cornerstone of a differentiated brand?
Work
A core brand strategy insight inspired a new purpose for WELL Health’s cherished heart motif and connected the dots across all of the brand work: Empower healthcare leaders to actualize a more holistic patient communication experience. Much like a heart, WELL Health acts as the central hub of communication within the complex healthcare system. We applied the heart metaphor to the naming process, landing on Artera as a reference to the cardiovascular system that carries blood from the heart throughout the body. To drive the brand home, we also layered the metaphor into the product, messaging, tagline, and visual identity.
Healthcare Technology
BRAND DEVELOPMENT | NAMING | MESSAGING
Manifesto
When you really think about it, finding ourselves in need of care is a universal part of the human experience. But navigating the healthcare system often leaves us feeling anything but human. And despite the incredible medical advancements achieved over the last half-century, the way patients access care hasn't much improved. That's where we come in.
At Artera, we believe patient communication is at the heart of healthcare. We stay focused on improving connection by developing intuitive workflows that make it easy for providers to automate communications across their organization. Because the patient-provider relationship is paramount, we strengthen connections by helping health systems engage in two-way conversations throughout the patient's care experience.
Central to our mission is the belief that care should neither begin nor end in the doctor's office. From bedside to billing, we connect the dots to nurture healthy lines of communication and, ultimately, the best patient outcomes imaginable.
