Reintroduced · Brand and positioning, Demand and acquisition, Retention and expansion
Sevocity
One of the first true SaaS EHRs, live since 2003, with a brand and customer experience that had grown up in pieces. We rebuilt both, drove adoption of its new AI tools, and gave it a personality that opened doors with new specialties.
The situation
Two decades of a strong product, with a brand that undersold it and a website, help center and onboarding each built at a different time by different hands. New AI tools were ready, and customers needed a reason to use them.
What we did
Rebranded. Rebuilt the client experience across the knowledge base, outreach and onboarding. Ran direct mail and email to drive use of the AI tools, and gave the brand a personality to reach new specialties.
What changed
One brand and one experience from first visit to everyday use, an AI adoption target reached two months ahead of schedule, and a voice that opened conversations with specialists the company had not reached before.
ahead of schedule, the target for customers using Sevocity’s new AI tools, reached through direct mail and email.
01 / The problem
Twenty years of product, scattered across the journey.
Sevocity was cloud based before most of the market knew what that meant. The software kept improving, but everything around it had accumulated over time: a brand and website that undersold the company, help content that had outgrown its structure, separate tools for separate jobs, and an onboarding process that new customers had to piece together.
None of it was broken on its own. Together it told prospects and customers less than the product deserved, and it left the newest features, including the AI tools, waiting for customers to find them.
02 / The rebrand
A brand as current as the product.
We rebranded Sevocity so it looked like what it was: a modern, cloud-native EHR with two decades of experience behind it. The new website makes the case plainly: what it is, who it is for, and why that history matters to a practice choosing an EHR.
03 / The client experience
Fewer tools, one place for help, a better first month.
We rebuilt the knowledge base so answers are easy to find and written the way practices actually ask questions. The status monitor, which had lived as its own tool, moved inside it, so customers check system status in the same place they look for answers, and we cut the marketing tools that were not earning their place.
We reworked client outreach to match, and redesigned onboarding from the ground up. New customers now follow one clear path from signing to working in the system, in the same voice and design as everything that came before it.
The knowledge base, with system status built in.
Every tool a customer touches is part of the brand, whether anyone designed it that way or not.
04 / The AI tools
Getting customers to use what was already built.
New AI tools only pay off if practices use them. We ran a direct mail and email campaign to existing customers that put the benefit in terms a busy practice would feel, like finally finishing a cup of coffee while it was still hot.
The campaign reached its adoption target two months ahead of schedule.
05 / New specialties
A personality, and the specialists who noticed it.
EHR marketing tends to sound the same. We gave Sevocity a voice with some wit in it, then pointed it at specialties the company wanted to grow into, starting with independent podiatrists.
A brand people remember gets a second look from the practices it has not met yet, and that opened new specialist relationships.
Direct mail for the AI tools campaign, and for independent podiatrists.
At a glance
- AI adoption2 monthsearly, against the target
- Help and statusOne placeknowledge base and status monitor combined
- In the cloudSince 2003one of the first true SaaS EHRs
What we did for them
- Rebrand
- Website redesign
- Knowledge base rebuild
- Status monitoring moved into the knowledge base
- Martech audit and consolidation
- Client outreach
- Onboarding redesign
- Direct mail and email campaigns
- Specialty market development
Your turn.
If this reads like the position you are in, the conversation is short and the first thing we bring is a point of view, not a questionnaire.