Chiropractic Care of Minnesota, Inc. (CCMI) had an enviable track record developing high value physical healthcare networks and services. CCMI developed ChiroCare, the nation’s first independent chiropractic network over 30 years ago, followed by AcuNet, a credentialed network of licensed acupuncturists.

With networks and services spanning seven Midwestern states and a strategic goal of national expansion, there was only one problem – rampant market confusion. Well-known legacy brands for their existing networks, in particular ChiroCare, were much stronger and better recognized. Their corporate name was weak and had no recall with C-Suite prospects and clients. And with no apparent connection between the corporate and network brands, media, partners and even employees were confused on which name to use to identify the company. Lastly, the emphasis on chiropractic care for the corporate brand was limiting as they executed their plan to add new networks and services.

Building the Corporate Brand

A brand transformation was desperately needed, and CCMI’s began with a new name and identity for the corporate brand that would better reflect a broader focus on physical medicine networks, products and services. Working with a talented naming partner, leadership and the board approved their new name: Fulcrum Health.

A fulcrum is the support on which a lever pivots, enabling leverage. Used figuratively it becomes the tool that allows a significant goal to be achieved. Fulcrum suggests stability and the power to do more – a perfect name to help them fulfill their brand promise:

To develop innovative and inspiring ways to leverage physical medicine that not only help health insurers lower costs, but also achieve better outcomes and increased patient satisfaction.

Creating Clarity and Connection with Brand Architecture

With the new corporate name solidified, it was essential to create a cohesive brand architecture to tie the networks to the corporate brand. Several options were explored and once the direction was approved, each network identity was redesigned to reinforce the relationship with the parent. With this new architecture, the rules are clear and allow for further network additions as the company grows.

Designing a Sustainable Brand System

No brand system is complete without the tools to create ongoing marketing. For Fulcrum Health, this meant designing a workable toolkit of design elements and graphics to support the corporate and network brands as the business continues to grow.