Background

Founded in 1998, Novation is a leading healthcare supply contracting company that serves over 65,000 members of VHA Inc. and UHC, two national healthcare alliances. Based in Irving, Texas, Novation specializes in sourcing services and data management, providing competitive contracts with more than 600 suppliers. The organization has played a significant role in the healthcare supply chain, helping its members purchase billions of dollars worth of products annually.

Challenge

With the acquisition by Vizient, a prominent healthcare performance improvement company, Novation faced the challenge of rebranding to align with its new parent company’s identity while maintaining its established reputation in the healthcare sector. The goal was to enhance brand visibility and ensure a seamless transition for existing clients and stakeholders.

Solution

To address these challenges, Novation implemented a strategic approach that included:

• Brand Development: Redesigning the brand identity to reflect the values and mission of both Novation and Vizient. This involved creating a new logo and visual identity that resonates with stakeholders while emphasizing the commitment to quality and service.
• Trade Show Support: Developing marketing materials and presentations for industry trade shows to effectively communicate the benefits of the combined organizations. This included brochures, banners, and digital content that highlight Novation’s capabilities within the larger framework of Vizient.
• Digital Presence Enhancement: Revamping the website to ensure it accurately reflects the new brand identity and provides comprehensive information about services offered. The updated site features user-friendly navigation and resources for members to access important information easily.

Key Outcomes

The implementation of these strategies resulted in significant achievements for Novation:

• Successfully completed the rebranding process following the acquisition, establishing a cohesive identity that resonates with clients across the healthcare sector.
• Enhanced market visibility through updated marketing materials and active participation in trade shows, effectively communicating the value proposition of Novation under Vizient’s umbrella.
• Strengthened relationships with existing members by proactively addressing concerns related to the acquisition and demonstrating continued commitment to quality service.

Conclusion

Novation’s commitment to effective brand development and digital presence enhancement following its acquisition by Vizient has successfully positioned the organization for growth in the healthcare industry. By focusing on creating a cohesive brand identity and enhancing communication strategies, Novation is well-equipped to meet client needs and drive substantial business success in its new phase.