M&A Branding for an Integrated Behavioral Health Ecosystem

For decades, organizations across North America outsourced their crisis care to Protocall. Driven by growing market demand for behavioral health solutions, the company acquired two digital service providers—Welltrack and The Shrink Space—to close gaps in care for its customers. After these acquisitions, leadership at this expanding behavioral health company engaged Fazer to create a brand that would integrate its new and existing offerings and  position for success against a slew of VC-backed digital startups that had flooded the market following the onset of COVID.

Our client’s post-M&A performance depended on our ability to reconcile complex and sometimes conflicting strategic considerations into a unified suite of solutions. After a thorough Research & Discovery phase, we recommended elevating the name of one of the companies they had acquired, Welltrack, to be the brand glue across a line of diverse products. The ideal balance of fit and flexibility, Welltrack conveys simplicity and clarity while leaving room for ongoing expansion.

We designed a holistic system for brand architecture, names, and descriptors to unite everything within ‘‘The Welltrack Ecosystem.’ This ‘ecosystem’ languaging created a new, ownable category and de-positioned competitors – none of which offer our client’s clinical rigor, track record, or seamlessness service integrations.

Since launching the rebrand, nearly half of the company’s new customers have added Welltrack solutions to their contracts. Our ongoing client partnership, positive customer feedback, and enthusiastic employee buy-in further demonstrate the success of this brand transformation.