We BrandHealthcare Assets

Health Brand Group has been privileged to represent the healthcare investments of many leading private equity firms across the U.S. including:

Private Equity • The Presidio Group

• Sterling Partners

• Water Street Healthcare Partners

• Century Capital

• GTCR

• The Jordan Company

• Global Risk Capital

• Focus Capital Advisors

• Edgewater Capital Partners

• Discovery Group

• Metalmark Capital

• Enhanced Equity Partners

• Innovate Partners

• Wicklow Capital

We have a depth of knowledge and understanding around private equity and how to help companies manage through various growth transitions:

Our Knowledge

• Experience managing mergers & acquisitions and complex business model integration

• Understand the role unique business units play in operationalizing a brand

• Develop meaningful brands allowing for true cultural transformation and enhanced employee engagement

• Assist with asset footprint expansion

• Support the development of new products & services that push the growth of your investment further

• Consult with leadership on new technology adoption to advance strategic positioning

• Enhance business development through an innate understanding of how to reach key stakeholders

• Develop a custom scorecard for measuring ROI

• Accelerate growth of your assets for profitable horizon turnover

HealogicsA new vision and brand strategy to reinvent a category.

89%

WOUNDS HEALEDIN 2011

3,000

PROTOCOLS 53

DAYS TOHEAL

1%

AMPUTATIONRATE

Metalmark, a private equity firm, initiated a merger of two wound care management companies—National Healing and Diversified Clinical Services—creating the largest wound care management company in the country. Health Brand Group (HBG) was engaged to develop a name for the new company and work with leadership to craft a vision and brand strategy to differentiate the company from self-operated and small, independent wound care companies in the market.

HBG recommended the name Healogics, capturing the essence of the company’s new vision—to heal more wounds

and change more lives—based on an evidence-based approach to wound care treatment. This new name and vision took the company out of the management services paradigm, positioning it as a premier provider of wound care. The company’s new brand platform—Healing more wounds, together—spoke to the company’s partnership with hospitals and physicians, bringing greater awareness to the wound care category and ultimately treating more patients suffering with wounds that can be healed.

HBG developed a detailed launch plan for the new brand and a series of internal and external communications tactics, including messaging, sales materials, advertising and environmental graphics. Healogics was introduced to the market at an industry conference where the CEO shared the company’s new vision and the creation of a research institute that would begin to position Healogics as a thought leader.

Provant Health Solutions, a leading provider of corporate wellness services, was at a crossroads. For most of its existence, the company had operated by delivering unbranded, white label services—a model that allowed them to flourish and learn behind the scenes. While Provant Health Solutions was focused on establishing a well-crafted infrastructure and a passionate and committed employee field network, the wellness industry became extremely crowded as companies began to blend together into a sea of sameness.

Realizing the growing opportunity to stand out and differentiate, Provant Health Solutions engaged Health Brand Group (HBG) to support its transformation from a relatively unknown entity to a recognized leader within the changing wellness paradigm. HBG facilitated a vision crystallization session with the leadership team, helping them reconnect with their core purpose and their vision for the future.

ProvantA life changing brand strategy humanizes wellness.

Fueled by a renewed vision—Changing the health of America, one person at a time—the company could shift the wellness conversation by making it more about the value it creates for people and lives, and less about saving healthcare costs.

The brand platform—life. changing.—communicates the company’s purpose of helping people become their best selves at work, at home and at play. HBG recommended that the company name change from Provant Health Solutions to Provant, enabling the organization to pursue a broader range of business activities, including strategic consulting and data-focused knowledge services, in support of its vision.

The creative strategy, comprised of a bold color palette, clean typefaces, a graphic pattern using the “heart” logomark and vibrant photography, centered on the concept of showing the life moments—small and large—

that Provant makes possible each and every day.

HBG developed a comprehensive business strategy and marketing plan, infusing the new vision and brand strategy throughout the organization. Starting from the inside out, HBG worked with Provant to activate the new brand, inspiring its 10,000+ employees and connecting with current and future clients in a more meaningful way.

A transformative brand for an innovative approach to treating addiction.

Kiva Recovery

Four leaders came together with a common goal of introducing a new approach to treating addiction differently—Kiva Recovery. To deliver on this dream, Health Brand Group (HBG) was engaged to develop a vision-driven brand strategy, product and service innovation and comprehensive marketing plan.

HBG began by performing extensive due diligence, including in-depth interviews with key addiction industry leaders and a review of the competitive landscape. We also facilitated product strategy sessions, assisting the leadership team in solidifying their treatment programs and service offerings.

HBG created a transformative brand platform—Grounded Being—that became the driving force behind the development

of Kiva Recovery’s breakthrough treatment approach. The brand platform acts as an approach to treatment and an overall philosophy to focus on the positive and give each and every patient the skills to live life on a solid foundation, reminding them that they have it in their power to achieve true fulfillment.

In addition to developing the brand strategy, naming, architecture and identity, HBG worked with Kiva Recovery to activate the brand with a series of marketing tactics, including sales materials, website, environmental graphics, public relations and thought leadership strategy, providing the foundation needed to support the launch of this new, transformative model.

Lean for Life by Lindora Clinic

Brand strategy + naming carves out a niche.

Lindora Clinic, the nation’s leading clinical weight management provider, sought to reinvent its brand in order to stand out in an increasingly crowded marketplace. With recent private equity backing, Lindora Clinic’s objective was to grow into a national presence by exploring relationships with national grocery chains, health plans, health systems and physicians, while strengthening its digital presence. Lindora Clinic and its Lean for Life program had also become a CDC recognized provider of the Diabetes Prevention Program (DPP) and sought to promote this relationship to the more than 86 million American adults that are prediabetic.

After conducting primary and secondary research, including focus groups with patients, HBG recommended that Lindora Clinic highlight its science-based approach as a key differentiator of the program. While others in the industry focused simply on losing pounds, Lindora Clinic’s program is a personalized approach delivered by

clinical professionals that is rooted in an individual’s physiology and psychology, designed to reduce the barriers to weight loss.

HBG developed a new brand strategy around this concept and renamed the company Lean for Life by Lindora Clinic. Changing the name allowed for anyone who might not be familiar with the company to immediately understand the program and its goals. Lean for Life could now be the clear face of the brand and “by Lindora Clinic” retained the company’s 45-year legacy while at the same time communicating the medical underpinnings of the approach.

In order to make the complex program more digestible to potential patients, HBG created a framework that included just three simple categories: Nourish. Move. Breathe. With this framework, Lean for Life had the tools to be able to clearly organize its program and highlight the importance of

exercise and stress reduction as critical factors in weight management. In addition, HBG developed an extension of the Nourish pillar, a Food Coach program that places Lean for Life team members directly with the patient at the grocery store.

HBG launched the revitalized company on a national basis, which included an internal strategy to unify the culture, clinic design, identity, messaging, patient education materials and marketing materials all serving to align its 35 clinics and virtual program into a cohesive face for the brand.

Positive ID. Positive Outcomes.

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Precision Dynamics CorporationPDC’s role in patient safety repositions the company for aggressive growth.Under new ownership by a private equity firm, WaterStreet, Precision Dynamics Corporation (PDC)—a leading manufacturer of patient ID wristband and labeling products—acquired TimeMed, a large labeling manufacturer. PDC was in need of a new brand strategy to support projected business growth and its aggressive plans to shift its business model.

In order to reposition the organization from a commodity purchase to a strategic purchase with direct impact

on patient care and clinical outcomes, HBG performed qualitative research with internal and external stakeholders.

After validating PDC’s role in patient safety, HBG developed a brand strategy—Positive ID. Positive Outcomes.—to reposition the company. Activating the new brand required HBG to develop new messaging and core launch tools, such as brochures and a customer newsletter, as well as strategic recommendations for professionalizing the company’s sales and marketing efforts.

Spaulding ClinicalResearch Beyond Results. A vision-driven brand creates a new category in the pharma industry.Backed by Edgewater Capital, Randy Spaulding brought his vision to life: to build a clinical research facility unlike any other by focusing on patient safety and improving the drug development process.

HBG facilitated multiple strategy sessions, leading to a meaningful vision for the organization: to provide a marketplace of safe drugs. Leveraging our Vision-Driven BrandingSM philosophy, HBG developed a brand strategy—Research Beyond Results—to be infused into every aspect of this new business.

The due diligence process completely immersed the HBG team in the clinical research space, leading to the creation of

a proprietary brand for Spaulding Clinical’s quality protocol—QTc Standard—reinforcing its commitment to quality, time and cost, while also reflecting its cardiac safety focus on the QT interval.

To launch the new brand, HBG created a new identity system, designed a suite of sales and marketing tools, planned an integrated trade event program, and partnered with Spaulding Clinical to develop a launch event to showcase the vision and the new 300-bed facility in West Bend, WI.

Vention MedicalThree-company merger leads to a strongly differentiated brand strategy.A result of a three-company merger, Vention Medical offers a range of products and services to help clients across categories bring their medical innovations to life. KRG Capital Partners, the architect of the merger, knew the creation of a new business model called for a new brand identity.

HBG developed a brand strategy and positioning for the unique new business platform—Advocating Your Innovations for Health—emphasizing the company’s commitment to empowering its customers to bring their visions to life.

To support the new strategy, HBG performed extensive due diligence, created the company name—Vention Medical—and developed materials for the internal brand launch, including messaging, motivational posters and environmental branding. The external brand launch included trade event branding, public relations, advertising, and a digital strategy, comprised of a company website, a promotional microsite, and a HTML email campaign.

ConcertoHealthA brand strategy built to meet a critical need: serving a vulnerable population.

Concerto Healthcare had arrived at a crossroads. Founded as Fidelis SecureCare in 2004, the company initially served the public as a special needs health plan provider. Sensing an opportunity, it later expanded its scope to developing care and clinical models for dual-eligible beneficiaries. By 2013, an opportunity had grown into a mission, as Concerto Healthcare evolved its business strategy to focus solely on providing healthcare to the dual-eligible population.

Dual-eligible beneficiaries represent just 20 percent of the U.S. population, yet account for more than $300 billion in healthcare spending annually. Because coordination between the systems that cover this group is disjointed and complicated, many of these patients haven’t received healthcare services of any kind. Concerto Healthcare, repeatedly confronted by the same challenges facing these patients, had discovered its calling: serving a vulnerable population with a smarter, integrated care model.

Concerto Healthcare retained Health Brand Group (HBG) to develop a brand strategy centered on the organization’s commitment to improving the lives of its patients and changing healthcare for good. Making the task a greater challenge was Concerto Healthcare’s rapid internal growth and its intention of transforming its enterprise from a relatively unknown provider to a nationally recognized leader.

HBG set to work, first recommending a name change, from Concerto Healthcare to ConcertoHealth. This positioned the organization as a provider that recognizes health as an all-encompassing purpose, one that includes each patient’s diverse social, emotional and physical needs. The development of a message map enabled the company’s employees to share a unified brand language and helped the organization communicate its philosophy to patients, families, health plans and potential investors. An internal training program (ConcertoU) further reinforced

ConcertoHealth’s powerful culture, providing its passionate employees with techniques for caring for its patient base. And a series of customizable outreach and lead-generation tools were designed to grow with the organization as it continues to expand to different markets with unique patient populations.

Fueled by its new brand, ConcertoHealth is demonstrating its commitment to increasing understanding, access and care for patients, families and their caregivers. With calculated brand and creative strategies now aligned with its business model, ConcertoHealth has become a comprehensive provider that serves some of the most complex patients in America, with limitless opportunity for expansion and growth.

Driven by a passion for strategy, an obsession with innovation and a view of healthcare that only an insider can have, we create and reinvent brands that unite cultures, inspire loyalty and contribute to the greater good of the world.

We help health brands mean something.

HBG cultivates the brands that endeavor to change the health of the world.

Health Brand Group1123 W. Washington Blvd., Unit 1Chicago, IL 60607p 312.646.7000 • info@thinkhbg.com • thinkhbg.com

Thank You.

Jeffrey NemetzFounder & Managing Partnerp 312.646.7004 • e jnemetz@thinkhbg.com