Case Study 02 /
Dialyze Direct
I led brand strategy from winning pitch to research, client workshops & creative briefing to help elevate the brand & website for this compassionate upstart revitalizing kidney care.
Summary
To reposition their brand and help Dialyze Direct connect with investor & patient alike, we developed a new point of view: healing a broken system.
The relaunch set this disruptor apart from a stagnant industry, reinforcing a clear value proposition of more compassionate kidney care.
The new positioning “Dare to care differently” spans a redesign of brand, communications and website.
Following the brand relaunch in 2021, the number of patients benefitting from Dialyze Direct’s unique model of care increased by 15%.
Objective
Relaunch an industry disruptor with an emphasis on better care for an at-risk population.
Insight
More patients than ever need kidney care. Their needs are critical & complex.
The category offered empty platitudes & the feint of compassion.
A stagnant industry needs a healer of systems.
Approach
A series of stakeholder interviews & facility visits revealed a commitment to lasting, life-improving change.
The Dialyze Difference became clear: palpable empathy, expertise & making a real difference in patients’ lives.
Dare to care differently.
Background
Dialyze Direct has innovated a first-of-its kind, patient-focused dialysis care model. But the story of their unsurpassed health outcomes wasn’t breaking through.
Looking to expand their footprint into new states, they needed a new positioning, identity & website to reshape brand perceptions & be seen as an industry leader.
Platform
Smarter, gentler care helps both patient & system thrive.
Communications
Messaging was crafted to be confident, approachable & clear in outcomes for patient and provider.
It was critical to tell a holistic story of how Dialyze Direct impacts an entire ecosystem of care.
Solving a large scale problem starts with focusing on the individual.
Website
Great care was taken to center the Dialyze Direct website User Experience from the perspective of multiple stakeholders.
Information architecture prioritized two core use cases, based on the users’ proximity to patient or health system.
Content was organized with absolute clarity, aided by infographics and always written in the simplest language possible.
Brand
The refreshed brand tells a story of how radical empathy and ingenuity can become an engine for change.
The visual system evokes the modernity of innovation without losing the human touch that comes with intentional, compassionate care.
Impact
A future facing brand for an industry visionary
The new identity for Dialyze Direct highlighted their strong sense of shared purpose. The new website touted their bold mission & points of service differentiation.
Since launch, this work has been integral to Dialyze Direct’s operational expansion— which now provides services to thousands of SNF patients across 12 states in the US (from 8). And in 2021, the number of patients benefitting from this innovative model of care increased by 15%.