Unifying multiple brands with a cohesive patient support program

Our client needed a single, overarching brand to unify its portfolio of five (and growing) product brands. The umbrella patient support brand would create a streamlined support program that would enhance efficiencies, optimize resources, and improve the overall experience for both patients and HCPs. But the need for brand cohesion couldn’t disrupt the processes within patient support, dilute established personal connections, or interfere with the individual needs of patients, field reps, doctors, and staff.

Cramer Health was tasked with delivering a new umbrella brand that would unify the portfolio and resonate with audiences already familiar with the franchise – and scale effectively with new product launches – all without being too sterile.

We began by mapping the current landscape, how the programs evolved, where silos formed, and what each audience needed most—then identified key pain points and opportunities to unify the experience. At the core was a patient-first brand strategy: a clear brand purpose, pillars relevant to both patients and HCPs, and an umbrella identity that flexes across therapies while maintaining a consistent voice. We also planned how the brand would appear across every touchpoint, from enrollment forms and websites to video content and creative assets. A collaborative roadmap was developed to roll out the patient support brand across the franchise so that each product team could influence when they adopted the new brand.

Cramer Health transformed the strategy into a fully realized, cohesive brand experience. The umbrella identity was launched across the portfolio using the roadmap that balanced the unique demands of each product with the need for unification across the franchise.

Enrollment materials, digital assets, and educational content were redesigned to reflect the unified brand. Two new websites (one for patients and one for HCPs) launched to enhance key activities such as enrollment into the program and to streamline where to find resources and support. Training guides and support tools helped field teams adopt the brand without disrupting personal connections.

Creative content—including videos and campaign materials—communicated the brand’s purpose, pillars, and patient-first focus in a clear relatable way. Every element balanced consistency with empathy, strengthening patient relationships while optimizing operational efficiency across the portfolio.