Coronis Health Rebranding Case Study
Goldman Marketing Group
In April 2023, Coronis Health embarked on a significant brand refresh aimed at raising the company’s profile within the revenue cycle management (RCM) industry. While Coronis Health was highly regarded by those familiar with the brand, it remained relatively unknown on a broader scale. The goal was to transform Coronis Health into a recognized name synonymous with industry leadership.
Challenge
Coronis Health faced the challenge of evolving its brand without losing the core identity that loyal clients valued. The company’s visual and verbal branding needed to reflect its expertise in RCM, while appealing to a broader audience and addressing increased competition. A comprehensive research and analysis phase revealed that while those who knew the brand held a great impression, Coronis Health struggled with low brand awareness in the marketplace.
The goal was to position Coronis as a top-tier provider in the RCM industry, with a brand that conveyed calmness, security, and expertise through its updated visual and verbal elements.
Strategy
The rebranding strategy was rooted in extensive research, which included feedback from stakeholders, customers, and employees, as well as a competitor analysis. The insights gathered allowed Coronis Health to craft a refreshed brand identity that not only resonated with existing clients but also attracted new prospects. The goal was to position Coronis as a top-tier provider in the RCM industry, with a brand that conveyed calmness, security, and expertise through its updated visual and verbal elements.
Execution
The rebrand began with a new logo, which launched in April 2023. The color blue was chosen to evoke feelings of calmness, peace, and security—emotions Coronis wanted clients to associate with its services. The Gordian Knot, symbolizing problem-solving, became a key element of the logo, while secondary elements like DNA strands and fiber optic wires represented the company’s focus on medicine, technology, and data flow.
To ensure a consistent rollout, the new branding was applied across all corporate assets, from online platforms to marketing collateral. A comprehensive Brand Book was created to maintain consistency across all brand elements, serving as a guide for employees and partners. This ensured that the visual identity, messaging, and tone of voice remained aligned across various service groups and communication channels.
Results
The brand refresh was launched in the United States in Q2 of 2023, with a phased rollout to global teams shortly afterward. Although specific engagement metrics will emerge over time, the rebrand has already led to increased internal alignment and excitement, with new swag distributed to employees and a cohesive visual identity taking root across all channels. The updated brand is expected to strengthen Coronis Health’s market presence and client relationships.
By maintaining key elements of its original identity, while introducing modern and strategic updates, the company has positioned itself to achieve greater brand recognition and growth in the RCM industry.
Conclusion
Coronis Health’s brand refresh represents a well-researched and carefully executed transformation. By maintaining key elements of its original identity, while introducing modern and strategic updates, the company has positioned itself to achieve greater brand recognition and growth in the RCM industry.
