Hello Healthcare Human.
We’re Colossus & Norbella.

Healthcare is serious, complicated and confusing. Practitioners and administrators are incredibly busy and weary. We believe this makes a human, approachable brand even more important. We help companies stand out and break through so HCPs take notice and act. Let us unleash what’s unique about your brand with the power of creativity.

Category Experience:

We took athenahealth from an indistinct player in the crowded EHR category to a reinvigorated and distinct brand with a defined personality and visual language.

athenahealth provides healthcare organizations with cutting-edge data insights and healthcare IT that keep patients healthy and practices profitable. But operating squarely in the middle of two hugely complex industries — healthcare and technology — this multi-billion dollar behemoth was often confused for an insurance company or hospital network.

What we did:
Creative Strategy | Brand Reinvention | Integrated Campaign | Video, Digital, Audio & Content Production | National Media Strategy, Planning & Buying | Brand Identity | Employer Recruitment & Internal

athenahealth visual language:

“Colossus played a key role launching our revitalized brand, which has been met with enthusiasm and energy that reminds us why we come to work every day.”

-Liz DiPierro, Executive Director, athenahealth

Outcomes:

  • +29% lift in brand awareness

  • +21% lift in consideration

  • +12% lift in perception of data capabilities

  • Brand recall more than 2x industry norm

  • A primary KPI was to stoke excitement internally and the campaign increased internal, recruitment and partner social media impressions by 40% and engagements by 87%

  • Ultimately, the result was a total brand refresh helping pave the way for athenahealth’s acquisition for a record $17b, almost triple the $5.7b paid to take the company private.

We gave epocrates their mojo back.

epocrates is the #1 medical reference app in both the Apple and GooglePlay stores. Since its inception in 1998, it has helped millions of clinicians, physicians and pharmacists quickly access the most accurate medical information in order to provide the best care. After being the first-ever mobile medical reference app, epocrates needed to refresh their interface, brand identity and messaging to reinforce their role as leaders in the category.

What we did:
Creative Strategy | Brand Reinvention | Integrated Campaign | Video, Digital, Audio & Content Production | National Media Strategy, Planning & Buying | Brand Identity

“This work was so rewarding to see come to life. What a great partnership with Colossus to bring the innovative nature of epocrates to life.”

-Karen Phillip, Executive Director, epocrates

Outcomes:

  • Built a sleek and sophisticated graphic system 

  • Helped launch the redesigned epocrates® app

    Consumer:

    • Over 70,000 downloads can be attributed to the media campaign in 2022

    • Consistently beat CTR and CPC benchmarks across all partners

    • Avg. CPC of $0.07, trumping the Google Search benchmark of around $2

Commercial:

    • Over two months (September-October 2022), drove 430 advertising inquiries to epocrates sales team.

We helped Exact Sciences take Cologuard from a niche diagnostic to a nationally televised, culturally relevant brand that was spoofed by SNL.

Backed by robust clinical research in collaboration with Mayo Clinic, Cologuard is a DNA-based colorectal cancer screening test that uses a biomarker panel for 10 DNA markers to find colon cancer even in early stages when it is more treatable.

What we did:
National Media Strategy, Planning & Buying | Unbranded & Branded Campaign Launches | Media Market Testing

“Norbella has been so critical to Cologuard’s success when we were starting direct-to-consumer media, you helped us scale as soon as the time was right, it was a pleasure to work together.”

-Leigh Myers, Sr. Director, Consumer Marketing

Outcomes:

  • Scaled budgets from $3M to $80M+ in four years.

  • Company performance during the first full year of the campaign generated $40MM in revenue, 104,000 completed patient tests, and 27,000 ordering physicians.  

  • Initial television year, closed with 250,000 tests completed and $99MM in revenue, with then 60,000 providers.

  • As television continued to scale nationally, extending reach, 2018 closed with achieving 934,000 tests completed, nearly 2MM total since launch.

  • Year four of the campaign showed a 71% year over year growth in annual revenue.

Thanks for reading.

As you can see, our healthcare experience runs deep. If you’ve got a brand problem or opportunity, we’d love to chat. Text me for the quickest response or send me an email at the link below.

Jonathan Balck
Managing Director