Health e(fx) is a software as a service company providing a solution for employers to comply with the Affordable Care Act (ACA). Health e(fx) was looking for a partner to help them lead a critical issue in the market by creating and building a recognizable brand presence quickly. They needed a trusted and reliable agency for their highly confidential project, to act as their branding and marketing partner. This was a high-risk initiative with a tight timeline to bring a solution to market quickly and a target audience that was unclear and anxious about how the ACA would impact their business.
To get Health e(fx) to market as quickly as possible, we focused on creating and building a brand identity presence with a website and thought leadership content to help create clarity and provide information for employers about the ACA and how Health e(fx) could help them. Simultaneously, we worked with the product development team to design the user interface, and workflows for the software solution so employers could efficiently work through complex ACA parameters leveraging the software’s capabilities to be compliant.
By helping Health e(fx) get to market first with a usable beta solution and responding quickly to market shifts, customer experience feedback and the evolution of the ACA, Health e(fx) was able to collect critical market feedback allowing them to advance quickly as one of the top solutions in the market through the unpredictable and unstable ACA market.
What We Did
Since the Affordable Care Act was very complex, difficult to understand and constantly evolving, we focused in on a core message that best reflected what Health e(fx) could give businesses overwhelmed by what was needed to comply with the ACA. We collaborated with Health e(fx) to identify, prioritize and create personas to better understand the challenges faced by employers and how to get the right message to the right person in the best way possible. We quickly identified potential competitors and were able to claim a few identifiers such as color and the look and feel to create a distinctive brand presence.