Client
Service
Tools
Year
Adfinitas Health (Sage Growth Partners)
Web Design/Dev, Branding, Analytics, Graphic Design
Adobe Illustrator, Wordpress
2018
Project Overview
A regional hospitalist medicine group had outgrown its name and identity. The existing brand no longer reflected the organization's scale, ambition, or clinical scope, and the team needed a complete rebrand, including a new name, to support a growth and partnership strategy. As an active contributor in brainstorming at Sage Growth Partners, I came up with the final name and developed the full messaging architecture that gave the new brand its voice.
Key scope of Sage's work:
1. Led the brand naming process from initial exploration through final selection and rationale.
2. Developed the full messaging hierarchy: positioning statement, brand pillars, value propositions, and voice and tone guidelines.
3. Wrote audience-specific messaging for key buyer segments including health system administrators and physician recruits.
4. Supported rollout across digital touchpoints including the website and email communications.
5. Collaborated with design team to translate messaging into visual brand expression.
Process
Naming a healthcare organization requires navigating a narrow path between clinical credibility and approachability, between differentiation and trust. We began with a comprehensive audit of competitor naming conventions in the hospitalist space, identifying the patterns we needed to break from and the territory that was genuinely ownable.
The naming exploration generated multiple directional territories ranging from Latin-rooted clinical authority names to plain-language descriptors of what the organization actually does for patients and health systems. The chosen name, Adfinitas, was selected for its resonance with the concept of affinity and care, while carrying the gravitas appropriate for a physician-led organization operating inside major health systems. The middle section of the word "ita" connected with what the organization described as a "culture of yes."
With the name established, we built the messaging architecture from the ground up. This meant defining not just what Adfinitas does, but why it matters to each audience it serves. Health system partners needed to understand operational efficiency and quality outcomes. Physician recruits needed to feel the culture and career opportunity. Each audience received distinct messaging pillars and proof points rooted in the same core brand idea.
The messaging framework was then applied across the website, collateral, and email communications, ensuring consistency from the first touchpoint through the sales conversation.
Results
• New brand name developed and successfully launched across a regional hospitalist organization
• Complete messaging hierarchy delivered: positioning, pillars, value propositions, voice and tone
• Audience-specific messaging frameworks developed for health system and physician recruitment audiences
• Brand rollout supported across website, email, and sales collateral - including a new logo
• Positioning successfully differentiated Adfinitas within a commoditized hospitalist services market
