Earning a passionate audience
Epocrates Brand Transition
Epocrates, a physician reference app and recent acquisition by Athenahealth, had greater brand perception than their new owner. Athena needed to gently transition the brand and convert current users to their family of EHR products — with minimal attrition.
Brandon offered the brand transition strategy, positioning, and supporting marketing through the acquisition, keeping the Epocrates spirit intact through the change. The work included the Epocrates brand manifesto, email CRM platform, data sheets, display ads, direct mail, and tradeshow design.
Among Athenahealth acquisitions, this work helped achieve their lowest attrition rate to date and even resulted in same-year growth.