Origo Creates New Brand and Online Strategy for Abbott Nutrition’s Reimbursement ServicesNovember 15, 2012
Abbott Nutrition leads the way in providing reimbursement solutions relative to their customers’ business needs. Policy changes and an aging population have recently raised efforts by healthcare providers to reduce costs. This has led to an increased focus on proper reimbursement for equipment and supplies in homecare and long-term care facilities.
Abbott Nutrition asked Origo Branding Company to develop the naming strategy and logo for their new approach to reimbursement assistance, as well as a new website to help explain their services through content and video. We ultimately developed the PATHWAY brand to communicate a message of guidance and instruction.
Through design elements of arrows, lending a sense of forward motion, the logo takes a modern and professional approach to show that Abbott provides the path to helpful reimbursement information and education.
A simple motion graphics video (below), hosted on the PATHWAY homepage, animates the mission and process of the PATHWAY program, and communicates the message in an engaging way that can be used for any number of Abbott Nutrition’s marketing efforts in the future.
Origo successfully created a brand that speaks to the new voice of PATHWAY, and immediately drove new users to their co-branded HelpLine and website. Health institutions and Abbott Nutrition customers now continually reference the PATHWAY site and call center for information on how to properly reimburse their patients’ care.