Reigniting a healthcare staffing brand

The Challenge

When Doximity and THMED came together in June 2020, Curative was born, now serving as the staffing vertical of the largest community of healthcare professionals in the world.

The newly created organization was made up of 4 legacy brands that needed to come together under a single strong brand with a vision shared by leaders and employees alike. Under the direction of CEO Jeff Bowling, taking people on a journey and bringing them into the Doximity fold was critical.

The Approach

Working as strategic partners, we crafted a new identity starting with a company name, a solid brand strategy, results-focused messaging and a creative visual identity that brought the new brand to life.

Our go-to-market messaging targeted three audiences, healthcare professionals, clients and internal employees, which positioned the company as tech-forward and an ally to practitioners and clients alike and demonstrated the dynamic career opportunities that resonate with prospective and current employees.

By pitching our acquisition announcement press release to targeted media, nine placements were instantly generated including Healthcare IT Today, Dallas Business Journal & MobiHealthNews.

“ClearEdge Marketing used a research-based approach to systematically guide our team through decisions on naming, visual identity, and go-to-market messaging. The resulting new Curative brand garnered rave reviews, setting us up internally and externally for a successful launch. As an investor, advisor and CEO, I would recommend them to any firm looking for bright marketing minds with a creative edge.”

-Jeff Bowling, CEO, Curative

The Results

When the new brand was presented to the entire Curative organization, the atmosphere was electric. In a room filled with excitement and loud applause, employees agreed that the work gave new life to the company and the whole seemed to be greater than the sum of the parts. “I finally can explain what it is that we do” were the simple, but critical words of a member of the sales team.

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