Apex Benefits, Innovative Rx Strategies, and Kinetiq Health
the situation
Founded in 2003, Apex Benefits has grown into Indiana’s largest employee health benefits brokerage and consulting firm. The organization also operates Kinetiq Health, its in-house health care risk management team, and expanded its capabilities in 2022 with the acquisition of Innovative Rx Strategies, a national pharmacy benefits consulting firm. Together, these three entities deliver a comprehensive health care benefits solution. Apex engaged us to define each brand, differentiate their positioning, and develop a marketing strategy to elevate the portfolio.
the finished product
After defining what differentiates Apex Benefits, Innovative Rx Strategies, and Kinetiq Health, we developed brand messaging that articulated each organization’s unique strengths and competitive advantages. We then created a new visual identity for each brand and produced a full suite of marketing materials that include case studies, presentations, ads, sell sheets, newsletters, and white papers. Our team designed a standalone website for Kinetiq Health to establish its independent brand presence, while also redesigning and SEO-optimizing the websites for Apex and Innovative.
the results
Today, all three brands are clearly defined and differentiated within the employee health benefits marketplace. Our partnership continues as their agency of record, supporting their teams with targeted marketing strategies, brand development, and ongoing support that strengthens their market presence and sustains their momentum and growth.
“I’m grateful we chose your team and truly value our partnership. Thank you for all your hard work and dedication.”
Amber Chittenden
President, Apex Benefits Group
the strategy
Using our Brand Re-Engineering™ process, we conducted a comprehensive assessment that included interviews with executives, employees, and customers, as well as competitive research. Insights from this work informed long-term marketing strategies for each brand. We also recommended establishing Kinetiq Health as a standalone brand rather than positioning it solely as an in-house service of Apex Benefits.
