Stephen Parker Ellington: Fertility Patients Want Stability, Not Just a New Brand
Stephen Parker Ellington, Founder and CEO of Novara, shared on LinkedIn:
“Nine established fertility brands – Reproductive Medicine Associates (RMA Network), Boston IVF, Conceptions, among them – merged under a new name last week: Everleap Fertility.
Maybe I’ve seen too many of these that I’m a bit desensitized to it. Everleap. Evernorth. Elevance. So many healthcare rebrands with names made to blend in on the portfolio slide of an investor deck.
Then a colleague shared a Reddit thread with me showing patients reacting to the rebrand in a way you might expect, discussing what ‘Everleap’ could possibly mean (with wrong answers only).
A Taylor Swift song. A frog game. A Neopet. Mostly lighthearted jabs, but then the following:
‘…enough money for a rebrand but not enough admin to quickly submit insurance requests’
‘The announcement stressed me out – I don’t like change’
That’s the irony of a major rebrand: it can move trust in the wrong direction, especially for patients in treatment. Nobody mid-cycle is asking for the next leap forward. The ground is already in a perpetual state of motion beneath them. They want stability.
Everleap offered reassurance aimed at the brand – ‘ever-advancing… ever-more personalized… ever-better’ – coming off as an appeal to investors rather than patients. When the language we use to describe care is homogenized, it starts sounding board-roomed to death rather than true, and patients demand authenticity.
Every day we see familiar brands around us become ‘private-equified’ to the point that they become unrecognizable. Warmth and familiarity are brand attributes too. If you’re consolidating, be sure to let patients know what’s staying the same before you sell them on what’s new.”
Stay informed with the latest updates in fertility and reproductive medicine on Fertility News.
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