Branding Women's New Healthcare Network of 100+ Practices Expands Customer Loyalty

Formed through a merger of regional OB/GYN practoces, Axia Women's Health (AWH) looked to form a progressive women's health network across PA, NJ, and OH while building a brand to compel teammates, practice owners, and patients alike. 

With Finch Brands’ help, AWH sought to answer a range of questions:?

• Architecturally, would patients rally around or resent the idea of a network??
• If the brand is patient-facing, for what should it stand??
• How can we develop/reinforce core brand ideas at the practice level without feeling ‘too corporate’?

Finch Brands conducted a comprehensive employee/patient study to gain a deep understanding of needs, motivations, and barriers.

With this foundation, we developed a company Vision, Mission, and Values, along with a sweeping purpose-driven brand positioning behind the idea that “Women Deserve More”.

As for the brand architechture, we built a brand model that blends the network identity with local signifiers to simultaneously convey intimacy and scale.

This approach places a strong emphasis on positioning the master brand alongside local brands to create a balanced hierarchy. This builds equity for AWH while preserving the individual equity of local brands. It also allowed AWH to establish strong linkages across locations to foster community connections and standardize the brand's appearance for consistency.

Under the Axia Women’s Health brand umbrella, the company has expanded both its practice base and services set. The fast-growing network includes over 100 sites in the Mid-Atlantic and Midwest and spans OB/GYN physicians, breast health centers, high-risk pregnancy centers, laboratories, urogynecology, fertility centers, and more.