100 Days to Multiply Impact

A new brand for a healthcare technology leader and its unified software platform

In 2019, when symplr consolidated its acquired point solutions, it worked with MBLM to shape a new brand around the vision of enterprise systems for healthcare governance and compliance. Five years later, symplr had defined the healthcare operations category and needed to advance its brand to look forward to its next decade of growth, capturing the value of its fully unified and interoperable product. symplr turned to MBLM to introduce its new platform to the world, elevate the marketing of this core product, and launch its new brand—all in just under 100 days.

Following our assessment of the healthcare operations landscape and other leading software platforms, we shaped symplr’s new brand promise based on the idea of “Exponential Value”. This promise defined the brand through the lens of symplr’s core product, the symplr Operations Platform, positioning both the people and the software as a seismic shift forward for the industry. It also tied this core product inseparably to the corporate brand, allowing symplr to further shed its perception as a vendor with a collection of products and instead project the unified front of a platform-led company.

MBLM created the new tagline, “Simplify operations. Multiply impact.” The tagline bridged what the brand was previously known for (creating efficiency and simplicity) with its future: organization-wide impact from standardization on a single software platform. We developed a new messaging platform that reoriented the brand towards a more engaged, authentic, and vicarious tone that was relatable and authoritative.

The new design system we developed featured bold metaphorical imagery to capture the healthcare future that symplr was creating; hexagonal grids and motifs that symbolized both platform modularity and unification; and a focused approach to authentic images of people, linking back to the human beings who ultimately use symplr’s solutions. The creation of a new visualization for symplr’s core product, along with detailed messaging on its capabilities and results, went on to define how product marketing would describe and sell the platform.

This new brand and visual language were put into action across a range of templates and directly informed the new symplr.com website. To refocus this key digital property on the platform, MBLM restructured the information architecture of the site and created new page layouts to bring symplr’s core product into focus and weave it throughout the experience. A complete transformation of the UI design and revamp of platform-related content allowed symplr to launch a new experience focused on their buyer audiences and oriented toward conversion.

Further elevating the symplr Operations Platform, we conceived, designed, and programmed an interactive digital demo to guide sales teams and prospects. The experience demonstrated the platform’s value at a high level, showcased its components and capabilities using our new visualization, and highlighted its benefits through step-by-step user journeys. This experience was deployed across touchscreens, iPads, and the new website.

The communications to spearhead this 100-day rebrand effort hinged on our launch plan: a structured sequence of internal and external launch communications, executed through emails, videos, and presentations that educated stakeholders and generated excitement. The external launch was centered on symplr’s title sponsorship role at ViVE/Chime, the premier event for healthcare leaders. MBLM defined the event customer journey and experience: everything from booth layouts to naming custom drinks, visually-arresting animated content for LED video walls, and a new brand video.