Challenge

Reflecting Unified Strength and Mission Post-Merger

The Medical Group Management Association and American College of Medical Practice Executives merged, leaving the national association with a cumbersome name (MGMA-ACMPE) and convoluted positioning.

The association wanted to integrate the best of both organizations, and project its new direction and mission through a clear vision, brand promise, and value proposition for members and stakeholders.

Solution

Delivering Clean Design and Clarity

We applied our branding methodology, interviewing executives and conducting focus groups among a wide variety of members and stakeholders during MGMA's Annual Meeting.  Our research results helped persuade ACMPE partisans of the value of a brand architecture built on the MGMA name.  

We developed a new brand platform, a sophisticated logo, a fresh brand palette, and a tagline emphasizing the breadth and strength of the association’s support to medical group practices and professionals:  Advancing Leaders. Advancing Practices.TM  

To support brand rollout, we produced a detailed Guide to the MGMA Brand. The guide explains what the brand means to members and staff, overviews the brand platform, and provides detailed guidance for consistently using brand elements. Yes& also delivered key rollout messages for staff, members, and other stakeholders; wrote a succinct brand story; and created an infographic to highlight what the brand means and how the association is living the brand through strengthened member focus, an increased emphasis on practice success, and innovative initiatives.

Results

Branding that Resonates

The fresh, modern logo is consistent with rapid change in the medical practice industry driven by healthcare reform.

The messaging captured the value of MGMA membership to medical group executives, and the detailed branding guide helped implement consistent and powerful use of the new branding scheme.  By assisting MGMA with the brand launch, we helped ensure that MGMA staff, volunteer leaders, and others could "live the brand."