Branding: differentiating Noridian from the competition

Noridian Healthcare Solutions employs more than 1,500 people and has decades of experience administering government health care programs in all 50 states. In fact, Noridian is one of the few organizations that has administered Medicare claims since its inception in 1966.

CHALLENGE

Although Noridian has a proud history, few people knew of the company outside of the Center for Medicare and Medicaid Services (CMS) and providers. Noridian asked Flint Group to help develop a differentiating brand strategy and increase awareness amongst key audiences, as well as develop a strong employment brand to support their employee recruitment and retention efforts.

SOLUTION

To create an authentic, relevant, compelling and unique brand, we began by gathering insights through a discovery process. This process included meetings with key Noridian staff members, plus reviewing strategic plans, employee engagement reports, employee exit interviews, and the competitive landscape. Our team also conducted interviews and focus groups with Noridian executive staff members, employees, customer contacts and vendor partners to gain additional insight.

Using this information, we proposed, then helped define and build, a corporate brand and corresponding employment brand that align around a single motivating proposition. Insights from primary and secondary market research helped us develop a unique corporate brand positioning statement and key messages to differentiate Noridian from its competitors and an employee value proposition that positions Noridian as an employer of choice.

The corporate brand positioning led to a new tagline, “Solutions that put people first.” We developed a brand creed to inspire employees and created a new, fresh look for the company that was summarized in a brand style guide. This helpful guide outlines primary and secondary colors, logo and tagline use, graphic elements, photo options, and creative direction. Our team also produced a new website, marketing collateral, recruitment campaign, and internal signage.

RESULTS

Noridian launched its new brand internally in late 2018. The new brand instilled pride in employees and inspired them to look for ways to continually “put people first.” The external launch helped Noridian’s sales staff members better explain the company’s unique value proposition.

Interested in a branding campaign for your company? Contact our professional services team today.

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