SGP Repositions and Rebrands the Mid-Atlantic's Largest Private Hospitalist Group

8/7/17

Sage Growth Partners (SGP), a Baltimore-based healthcare research, strategy, and marketing firm has completed a comprehensive repositioning and rebranding initiative for the Mid-Atlantic's largest private hospitalist group. Physician Inpatient Care Specialists (MDICS) formally unveiled its new name—Adfinitas Health—at the beginning of this year, in coordination with its 10-year anniversary.

Founded by two hospitalist physicians in 2007, Adfinitas Health currently serves more than 50 healthcare systems, hospitals, and post-acute care centers across the Mid-Atlantic region. The firm provides high-quality, cost-effective integrated medical services, through its unique staffing model that expands the use of physician assistants and nurse practitioners (collectively referred to as advanced practice providers, or APPs). Adfinitas Health sought a new identity to strengthen the company's market position, facilitate communication of benefits and services, and support growth goals.

More than 200 voices and points of reference were part of the re-naming process, including clients, business partners, and employees. Those thoughts, perceptions, and insights created a rich data pool that informed the thinking and creative development behind the brand identity.

Work also included new messaging and a new website, as well as thought leadership and PR around the company's advocacy of their APP staffing model.

"The SGP marketing team took a methodic and thorough approach to our renaming and rebranding," said Eric T. Nass, President of Adfinitas Health. "It's not easy to change who you are as a company, but SGP's process took into account the input of our employees and our clients; they established criteria for what our name should and should not represent. There was a logic behind their creative methodology that won over our team. Adfinitas Health provides a more distinct identity that is scalable and enduring, while maintaining the vision and values upon which our firm was established."

"Our brand was in serious need of a complete refresh," said Idara Nickelson, Vice President of Business Development at Adfinitas Health. "Our new brand has been widely embraced by the market and our employees. We stand out at industry conferences and gatherings and get the attention we deserve. Our offering has always been one of the best in our industry and now our brand projects that same high quality. We are more confident in our ability to grow our footprint into new markets thanks to SGP's hard work, and focus on quality and partnership. "

"This is a terrific company, one founded and nurtured with remarkable care," said Boh Hatter SGP CMO and General Manager, Marketing. "As the company grew both within and outside of Maryland, it outgrew its name. We were able to translate their core values and market differentiators into an identity that reflects there leadership position, in the state of Maryland and beyond."

About Sage Growth Partners

Sage Growth Partners accelerates commercial success for healthcare organizations through a singular focus on growth. The company helps its clients thrive amid the complexities of a rapidly changing marketplace with deep domain expertise and an integrated application of research, strategy, and marketing.

Founded in 2005, Sage Growth Partners is located in Baltimore, MD and serves clients such as GE Healthcare, Philips Healthcare, The Healthcare Association of New York State, Healogics, Quest Diagnostics, Qlik, and Legacy Community Health. Visit us online at www.sage-growth.com.

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