Healthcare marketing firm Relevate Health unveils brand refresh to highlight digital focus

The new Relevate Health has a tagline and logo designed to reflect its beefed-up digital offerings, including machine learning. (Relevate Health)

With fewer sales reps in the field and limited opportunities to engage with doctors face-to-face amid the pandemic, more pharma companies are turning to digital marketing to fill the gaps. 

So the timing was perfect late last year for Ohio-based healthcare marketing firm Relevate Health Group to power up its digital offerings by acquiring Arteric, a New Jersey-based digital marketing consultancy with a track record in data analytics and machine learning.

Nearly a year after the marriage, the combined company is now rebranding under a shorter name, Relevate Health, and with a new logo and tagline—“Right. On.”—that aims to play up its new digital marketing muscle.

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With a client roster that includes Pfizer, Merck, AstraZeneca, Genentech and Janssen, Relevate Health will continue to focus on the pharmaceutical, biotech and healthcare markets. 

The combination of Arteric’s machine learning prowess and national focus with Relevate’s local market expertise allows for better and faster targeting of healthcare professionals, CEO Jeff Spanbauer said in an interview. 

He said the rebrand reflects the company’s mission to engage with healthcare professionals in a timely, relevant and continuous way.

For example, “Right” in the new tagline refers to “getting the right message to the right doctor through the right channels at the right time,” Spanbauer explained, while “On” reflects campaigns that are “always on”—continuously engaging doctors with targeted messaging. Continuous engagement is also reflected in the intertwining circular shapes that appear above the company name in the logo.

To accomplish its marketing goals, the 140-employee company has developed a proprietary platform that leverages machine learning and a database of more than 1.5 million healthcare professionals, Spanbauer said.

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“If you’re a doctor and a sales rep is not able to see you, we’re able to use that data [collected and analyzed through the platform] to trigger communications to you on behalf of our client,” he explained. A prescription written for a competitor's drug might trigger a message to that same doctor about the client's similar drug.  

The enhanced digital focus of the company post-merger is especially timely given the marketing challenges posed by the pandemic.

“It’s harder for reps to get into the office than it used to be, and there are a lot fewer reps,” said Spanbauer. “The reps were historically the way brands would get their reach and frequency, so having ways to either amplify, supplement or replace some of the reps that are no longer out there is really important.”