REVSPRING SUCCESS STORY
Revenue cycle management company navigates complex brand consolidation and achieves healthcare sales goals
- RevSpring was facing a highly complex, post-acquisition brand environment after the merger of five companies.
- They enlisted the help of Clarity Quest to create a new, cohesive brand and enable a seamless internal transition.
- Clarity Quest created a clear brand architecture, detailed transition plan, and modern web experience.
- After the new brand launch, Clarity Quest developed a strategic marketing plan and assisted RevSpring with content generation, public relations, and analyst relations.
During our engagement, RevSpring exceeded their acute healthcare revenue goals and successfully merged with Apex Revenue Technologies.
RevSpring provides engagement and payment solutions in the financial services and healthcare industries, helping companies streamline their revenue cycles and make the billing and payment processes more predictable, intuitive, and convenient for their consumers.
Overcoming acquisition challenges
RevSpring found themselves with significant post-acquisition branding and communications challenges.
A round of successful deals had left them with five separate websites, mixed messaging, and PR and content strategies that weren’t optimally aligned. With Google not properly crawling their existing sites, they were also struggling with SEO hurdles.
RevSpring leadership quickly realized they needed outside support consolidating everything into one seamless ecosystem.
Enlisting the help of Clarity Quest
Effective marketing requires equal parts strategy, design, business insight, analytics, and creativity.
RevSpring made the decision to seek out an agency with experience growing HIT companies through proven marketing methods. They chose Clarity Quest as their agency of record because of superior strategic experience in healthcare mergers and acquisitions.
With highly capable agency support, they were excited to unveil a new identity that would retain their current brand equity while communicating a fresh perspective in the healthcare revenue cycle marketplace.
Planting a RevSpring success flag
RevSpring’s relationship with Clarity Quest began with a full day kick-off which included:
- Branding and marketing exercises
- Business goal clarification
- Current brand review
- Defining personas, value propositions, and customer values
To get ahead of challenges managing their new marketing plans across five newly merged organizations, Clarity Quest created a detailed, four-phase launch calendar that provided structure, eased concerns, and walked stakeholders through internal and external transitions.
Launching the new RevSpring brand
Clarity Quest unified four separate entities under the parent brand, giving birth to a cohesive brand architecture while maintaining the flexibility RevSpring needed to grow and adapt into new verticals and services as company strategy dictated.
Clarity Quest also created strategic messaging and a fresh, modern visual presence — the revitalized RevSpring logo, tagline, colors, and supporting design elements bring a contemporary, approachable tone to a previously stoic and revenue-focused identity.
The Clarity Quest healthcare IT marketing team tied all of these elements together into a master brand style guide that still serves as a go-to resource for any internal or external design teams.
“Clarity Quest understands the complex needs of personas at all levels, from analysts to the C-suite. They know how to plan and create content our personas actually find useful, while positioning RevSpring as the hero of each piece. We’ve seen much more content engagement over the last year."
April Wilson, VP Marketing & Analytics | RevSpring
Design + strategy
Responsive website design
Clarity Quest UX and web design experts launched a modern website with simple navigation to showcase RevSpring’s complex and numerous product listings. Built with an SEO focus, the information-rich site appeals to both RevSpring’s customers and prospects, and search ranking algorithms.
The redesigned website also serves as a launching point for all ongoing initiatives outlined in the strategic marketing plan.
In parallel with branding, Clarity Quest developed a strategic marketing plan aligned with RevSpring’s marketing budget and specific healthcare marketing and brand valuation goals.
Clarity Quest also created a comprehensive Strategy Playbook that works hand-in-hand with the marketing budget and guides RevSpring in progressing toward their business objectives.
"We continue to love our new brand and website, and if your ears burn periodically, it is me talking up Clarity Quest and the quality of the work your team performs."
Mark Waterstraat, Former SVP Product & Strategy | RevSpring
Propelling brand awareness with the media and analysts
Using the new brand messaging and content we created, we secured premier placements, including cover stories, in healthcare and business publications. We also provided strategic and tactical support running their analyst relations program. This resulted in placements in Gartner’s Magic Quadrant for revenue cycle and four BlackBook #1 vendor awards.
With Clarity Quest’s support in filling the funnel, RevSpring met its aggressive revenue goals for the acute healthcare segment.