Can technology fundamentally change our approach to healthcare in a way that truly benefits the individual?
The healthcare transactions we make in our daily lives are still quite complicated, despite the amount of technology that exists in market. It’s why there’s an incredible amount of waste and abuse in healthcare spending that leaves consumers paying the price. Nobody wants this, and yet the problem has seemed impossible to fix.
Health Cost IQ’s powerful platform has the ability to change the healthcare narrative, but the technology was hidden behind a story that focused on cost over outcomes and a brand that commoditized its importance. That’s where Five Four came in.
When technology has the potential for infinite outcomes, it can seem like you need infinite ways to explain the capabilities to buyers. How do you incorporate multiple use cases without being confusing? Before we could create a new narrative, we packaged the product into three distinct modules - Medical/Clinical/Rx, Payment Integrity, and Risk - by grouping features and outcomes based on how buyers would purchase and use the technology.
As we captured Health Cost IQ’s company vision into a manifesto, we kept coming back to one clear narrative: “enriched intelligence that can predict what matters most.” Fathom AI, the proprietary technology trained exclusively on healthcare data, is a closed and secure system that helps employers, brokers and PEOs recommend tailored healthcare solutions based on highly complicated, powerful equations. Positioning the company as an enriched intelligence solution breaks through the “intelligence” noise while the focus on the end consumer represents the clinical outcomes.
Once we understood the fundamental outcome of the product, we focused on updating the Health Cost IQ brand to reflect this new, premium positioning.
Previously, the brand had a logo, a color palette, and a font - but the brand ended there. Stock photography dominated the site, undervaluing the serious and complex nature of the product itself. Without a visual system to make the powerful positioning, the story would not only fall flat but likely not be understood, leaving a disconnect between “enriched intelligence” storytelling and a brand that seemed dated and conventional.
The Health Cost IQ brand needed to balance both the clinical outcomes (saving lives) and the business outcomes (saving dollars). We focused on creative that is warm and inviting but serious, premium yet accessible, and smart and simplistic minus the healthcare cliches.
Photography was important to include but it needed to evoke an emotion relative to the story. Their previous website included photos of people working on laptops or collaborating with a whiteboard. This reinforced the cost savings and business approach to healthcare, but lacked the care and attention to the clinical outcomes of saving lives that we knew was important. We selected imagery that conveyed the safety and security of what it feels like to be in good hands.
"Our customers tout clinically life-changing outcomes that impact both their employees and their bottom line. We found product-market fit quickly, but we weren't presenting the right version of ourselves to the market. When prospects landed on our website, they left confused. Our sales team could close deals, but how many prospects failed to reach out simply because our message didn't resonate?
We asked Five Four to identify and create a narrative that accurately reflected our product's maturity. To say they nailed it is an understatement. Five Four uncovered the real reason customers hire us and packaged an emotional and compelling story that excites prospects and accurately reflects our true value. Our team, partners, and investors share this new story and brand proudly and cohesively. We now look like the modern, premium platform we always knew we were"
Adit Parasuram, CEO
Health Cost IQ’s prior website highlighted customer outcomes, but the site lacked information about the product. Since then, the product had evolved, the team grew, and new partnerships had formed. To highlight the company’s growth, we designed a website experience that packaged up all of our prior work: products that were organized and advertised, a brand that conveyed the importance of the product and its modern backbone, and a story that customers that made customers feel like being part of the healthcare revolution.
