OnSiteDocs
A new service with an old twist. Care, convenience, and efficiency all symbolized in a new brand.
OnSiteDocs pioneered the concept of work-site health care. As more and more companies face skyrocketing costs and sharp reduction of benefits, OnSiteDocs grew to become the leading provider of work-site medical care geared towards companies and workers’ needs. OnSiteDocs further expanded to house-call services for individuals and families. However, they faced a common problem of a growing organization: the brand needed to better reflect their expanded service offering, demographic, and position in the marketplace.
The Vision
Establish OnSiteDocs as the leading on-site medical care provider by moving the brand positioning from a home-based idea of “nostalgic and niche” to a business model of “caring, convenient and efficient.” Reinforce OnSiteDocs’ medical expertise, value in reducing worker compensation costs and time loss, and role in improving employee satisfaction with health care benefits.
The Challenge
Connect with multiple target demographics: employers who are looking for health care that is efficient, effective and affordable; and employees who want quality care, convenience and privacy. Develop materials that are multilingual for specific audiences, flexible and customized for easy modification, and connect with today’s diverse workforce.
The Approach
OnSiteDocs’ core values, positioning and value proposition were established with the management team. Research showed that the idea of efficiency and value must be balanced with quality of care and trust. A new position was crafted to align with long-term growth and business goals.
A concise value proposition with a memorable brand position.
The Result
Organized around the position of “leading onsite health care,” The reinvented OnSiteDocs brand reflects their innovation on an old concept. Materials effectively tell the story of a truly better way to handle work related injuries. The old-fashioned and confusing doctor’s bag identity was replaced with a fresh icon illustrating the concept of meeting the patient on their turf. Imagery reinforced this concept by focusing on people as they work, avoiding the cliché of “emergency room and syringe” images. An updated color palette helped establish the brand’s combined attributes of action and caring. The new brand places OnSiteDocs firmly in a position of leadership in their newly established market.
An updated identity reflecting a leading healthcare brand.
A visual snapshot of the brand look and feel.
The Brand Grid: the brand experience mapped along the customer journey.
Marketing materials for the work and home segments.
The Post Script
OnSiteDocs has enjoyed dramatic growth in the Pacific Northwest and California, leading to opportunities with major hotel chains including Westin Hotels and Resorts as well as the Costco chain of stores. The demand has created other services that include travel programs for executives, further establishing OnSiteDocs as the premier provider of quality on-call, on-site health care.