Sinaiko Healthcare Consulting, a healthcare consultancy in Los Angeles was formerly known as HPEN – Healthcare Practice Enhancement Network, had retained our services for a new website & marketing materials. In defining the scope of the project, it became apparent that the company was facing problems internally & externally with their current brand perception.

During the defining phase of the project, we conducted a series of internal branding sessions in which we led the executive team through exercises that helped us define the target market, competitors, business development/growth strategy and how their current brand message compared to how they wanted to be perceived. In conjunction with interviews with their former and current clients, we recommended the folowing: a name change, logo redesign and a new brand strategy.

The issues were:
1. No one knew exactly how to pronounce the name HPEN (staff and vendors alike).

2. Although the company had been around for over a decade, clients had no idea what HPEN did exactly – they did not have a grasp of the full range of services the company offered. During our interviewing process, most referred to the company as “Richard Sinaiko’s company” (the owner & CEO).

3. The original logo itself did little to create a uniform branding message that was consistent throughout all of their materials. The marketing collateral they had were disparate & disjointed at best.

4. The lack of a cohesive brand strategy gave the impression that the company was small & unsophisticated, a complete departure from the quality of consulting they were recognized for in the healthcare industry. As they competed head-to-head with larger consulting firms, they needed an image that would make them look in the same league as the big 5’s.

>> next page