Paradigm

Paradigm

Better Outcomes for All

Situation

In workers’ compensation insurance, a small fraction of workplace injuries drives the lion’s share of cost and complexity. These are catastrophic injuries such as spinal cord and brain injuries, lost limbs, and severe burns. Paradigm Outcomes developed an innovative, patient-centric model for managing care and recovery for these types of injuries that guarantees a defined clinical outcome for a set price to insurers. This new model established them as the leaders in the “catastrophic care” category.

As the company grew, it aspired to help more people in more ways. Through acquisitions, Paradigm Outcomes assembled a diverse portfolio of companies. These loose affiliations were difficult to understand, however, because they didn’t fit under a common umbrella. Internally, employees felt competition and tension between individual brands. To extend its brand leadership, Paradigm Outcomes and its acquired companies needed to become known as a unified organization that owned something broader than “catastrophic care.”

Strategy

Paradigm’s acquisitions included two care management companies, employing nurses and specialists, and two specialty network companies that address the most challenging, expensive, and unmanaged segments in healthcare. We recommended Paradigm migrate its promise from “catastrophic” to “complexity” and double down on achieving superior outcomes.

To demonstrate its commitment to this broader promise and unified approach, we recommended all acquisitions take on the parent brand, since a paradigm is “a new way of seeing and doing things.”  We identified the commonalities between all businesses as solving complex care through connected expertise ­­– bringing in the right experts at the right time to deliver better outcomes for patients and insurers. This idea highlighted two key strengths across the organization: distributed capability across expert networks and an innately human approach that benefits patients and their families. To support this unified platform, we developed audience messaging based on five core strengths across Paradigm’s businesses.

We moved “Outcomes” from the corporate name to a tagline, “Better outcomes for all,” to simplify the identity and reflect a commitment to doing the very best for patients and insurers. Individual companies became service lines within Paradigm, with descriptive names like Catastrophic Care Management (the core business), Complex Care Solutions, and Specialty Networks. To express the new brand, our design partner, Mucho, developed a compelling, optimistic, and innately human visual identity system. The design system was brought to life by stories from real patients who had achieved outcomes impossible to imagine at the time of their injuries.

Results

The Paradigm CEO was able to achieve rapid alignment with his division heads toward a single brand strategy and promise. This commitment enabled Paradigm to launch its new consolidated identity and brand system at the year’s largest tradeshow to widespread industry approval. Internally, employees felt invigorated by the new direction and supported by a unified culture that recognizes their role within a larger care ecosystem.

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Date

January 8, 2019

Category

All Case Studies, Brand Architecture, Identity and Brand Strategy, Names and Naming Systems, Positioning Strategy