First Health, previously Health Care Compare, was this country’s most comprehensive healthcare provider for employers with operations nationwide i.e. hotel chains, consumer retailers, food service operations etc. The old focus was about price alone. The refocused company identified a niche between price and service that while small was very deep and profitable.
P O S I T I O N I N G : Visualizing the concept “putting health first” by providing balanced services to all of a client’s employees throughout the country was the objective. Using familiar images in new ways was the task. By blending the hearts of the patients and caring professionals reflected the service, the attitude and the promise of First Health. Additionally, by using the applied trademark and nomenclature to the names of new products and additional services, the identity has been supported and extended.