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Rebranding to influence the evolution of health technology
Medical Alley Association, Minnesota’s only health technology trade group, tapped StoneArch, Minnesota’s only health marketing agency, to develop a new brand that would establish the Association as an informed, responsive, influential and forward-thinking powerhouse. As part of a larger business strategy, the rebrand needed to reflect its leadership in establishing Minnesota’s Medical Alley as the engine to drive global health innovation.
The Association’s bold new look, logo and confident voice have transformed the organization’s persona at the regional, national and global level. Since the rebrand, media sources have been interviewing president and CEO Shaye Mandle on a weekly basis. According to the Association’s vice president of marketing communications, Tess Donahue, “The results are everything we wanted: a fresh, contemporary, bold identity that communicates our connectivity and dialogue with members. The overwhelming response has been above and beyond positive.”
We redesigned the homepage using an editorial style that puts the Association’s insights, advocacy, educational and networking opportunities front and center. In its first three months, the responsive website exceeded 100,000 page views (more than during all of 2015) and added 500+ new contacts to its database, blowing past all goals and expectations.medicalalley.org
The reskinned Twitter and LinkedIn channels create a strong, consistent presence across social networks.