Alsana

A brand overhaul to befit a new, patient-centric model of care.

 In 2018 the Lapidarius team was asked to reposition, rename and rebrand a multi-state network of eating disorder treatment facilities. The company was in transition having recently been acquired by a private equity group who brough a new CEO and senior leadership team on board. The team was architecting a new model of care and needed an entirely new market identity. 

We conducted deep research with 25+ referral partners, HCPs, clients, family members, and alumni to understand the true motivators when selecting an eating disorder treatment center. We evaluated the decision making journey from the perspective of key stakeholders to understand where our mesage would be best received. We moved swiftly into developing a naming brief generating 100+ names and facilitating a decision-making process to align on a single trademark-ready name. 

The strategy and name serve as a rallying point for company wide growth and change. The new positioning, name and identity launched in 2018 signaling to the market a strong evolution and renewed commitment to serving patients.