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FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. This campaign, "athenahealth Brand Identity," is centered on introducing or reinforcing the brand's unique position within healthcare. The use of the term "Brand Identity" in the campaign title, combined with a professional, integrated approach and lack of explicit narrative cues about problem-solving, storytelling, or competitive comparison, indicates the creative device is focused on showcasing what makes athenahealth distinct in its industry. The campaign likely highlights attributes such as innovation, heritage, or service philosophy, emphasizing qualities that set athenahealth apart rather than using overt demonstration, testimonials, or narrative-driven solutions. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/12-key-advertising-formats-or-techniques
1. Cerner Corporation – Positioned as a leading provider of health information technologies, Cerner emphasizes integrated solutions that streamline clinical, financial, and operational workflows, delivering scalable electronic health records (EHR) and population health management tools for large healthcare systems. 2. Epic Systems Corporation – Known for its comprehensive, customizable EHR platform, Epic targets large hospitals and health systems with a focus on interoperability, patient engagement, and extensive data analytics to optimize care delivery and improve patient outcomes. 3. Allscripts Healthcare Solutions – Allscripts differentiates itself through its open platform approach, offering flexible EHR, practice management, and care coordination tools tailored to ambulatory care providers and enterprises seeking innovation and connectivity across care settings. 4. Meditech – Meditech positions itself as a cost-effective, integrated EHR vendor with strong customer service, primarily serving community hospitals and health systems by delivering user-friendly, web-based solutions focused on operational efficiency and clinical excellence. 5. NextGen Healthcare – Targeting ambulatory practices and specialty clinics, NextGen leverages cloud-based EHR and revenue cycle management technologies to simplify workflows and improve patient care through data-driven insights and interoperability with third-party systems.
athenahealth Brand IdentityThis professional campaign titled 'athenahealth Brand Identity' was published in United States in October, 2021. It was created for the brand: athenahealth, by ad agency: Colossus. This Integrated medium campaign is related to the Health industry and contains 2 media assets. It was submitted over 3 years ago.athenahealthUnited StatesIntegratedHealthCertainly! Please provide the JSON metadata for the YouTube video so I can extract the required fields.NarrativeThe athenahealth Brand Identity campaign, launched in the United States in October 2021, positions the brand as a forward-thinking leader in healthcare technology, emphasizing its commitment to improving healthcare delivery through innovation and integration. The central brand proposition revolves around reliability and empowerment—athenahealth aims to streamline complex healthcare processes, enabling providers to deliver better patient care while reducing administrative burdens. This promise is communicated through a narrative approach that humanizes the brand, showcasing the real-world impact of its solutions on healthcare professionals and patients alike. From a market strategy perspective, the campaign leverages an integrated media approach to reinforce athenahealth’s value proposition within the highly regulated and trust-dependent healthcare sector. By choosing a narrative genre, the campaign taps into emotional storytelling, an effective way to engage healthcare providers who value authenticity and tangible outcomes. The insight driving the campaign recognizes that decision-makers in healthcare are often overwhelmed by technology and bureaucracy; athenahealth positions itself as the connective tissue simplifying this complexity. The targeting is precise—healthcare professionals and administrators seeking reliable, scalable tech solutions that genuinely enhance operational efficiency and patient experience. Creative elements focus on clarity and trustworthiness, aligning with the expectations of a healthcare audience that prioritizes accuracy and efficacy. The campaign’s timing and location in the United States, a market deeply invested in healthcare innovation, further underscore its intent to resonate with a progressive, professional demographic. Overall, the campaign strategically aligns athenahealth’s technological capabilities with the emotional and practical needs of healthcare providers, thereby strengthening its market position as an indispensable partner in modern healthcare delivery.FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. This campaign, "athenahealth Brand Identity," is centered on introducing or reinforcing the brand's unique position within healthcare. The use of the term "Brand Identity" in the campaign title, combined with a professional, integrated approach and lack of explicit narrative cues about problem-solving, storytelling, or competitive comparison, indicates the creative device is focused on showcasing what makes athenahealth distinct in its industry. The campaign likely highlights attributes such as innovation, heritage, or service philosophy, emphasizing qualities that set athenahealth apart rather than using overt demonstration, testimonials, or narrative-driven solutions. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/12-key-advertising-formats-or-techniques1. Cerner Corporation – Positioned as a leading provider of health information technologies, Cerner emphasizes integrated solutions that streamline clinical, financial, and operational workflows, delivering scalable electronic health records (EHR) and population health management tools for large healthcare systems. 2. Epic Systems Corporation – Known for its comprehensive, customizable EHR platform, Epic targets large hospitals and health systems with a focus on interoperability, patient engagement, and extensive data analytics to optimize care delivery and improve patient outcomes. 3. Allscripts Healthcare Solutions – Allscripts differentiates itself through its open platform approach, offering flexible EHR, practice management, and care coordination tools tailored to ambulatory care providers and enterprises seeking innovation and connectivity across care settings. 4. Meditech – Meditech positions itself as a cost-effective, integrated EHR vendor with strong customer service, primarily serving community hospitals and health systems by delivering user-friendly, web-based solutions focused on operational efficiency and clinical excellence. 5. NextGen Healthcare – Targeting ambulatory practices and specialty clinics, NextGen leverages cloud-based EHR and revenue cycle management technologies to simplify workflows and improve patient care through data-driven insights and interoperability with third-party systems.athenahealth, Brand Identity, 2021, United States, Healthcare, Health industry, Narrative, Colossus, ad agency, creative director, Travis Robertson, Greg Almeida, Ryan Dalton, Ali Coates, Nicole Hollis-Vitale, Samantha Derderian, Jonathan Balck, Hayley Richards, Romik Bose Mitra, Aggressive, Alex Topaller, Dan Shapiro, Alexander Aab, Alex Mikhaylov, Max Chelyadnikov, Dustin Pownall, Kuba Burakiewicz, Lukasz Tomasz Koltunowicz, Jason Yantz, Tomasz Maczka, Dominik Deras, Massive Music, Magda Kostyra, Dan Shapiro, Max Chelyadnikov, Dmitriy Paukov, Vladimir Tomin, Salman Sajun
Brand: athenahealth
Agency: Colossus
Country: United States
Year: 2021





