Practice Better is a leading all-in-one practice management platform. After years of growth, they found themselves competing heavily on features and benefits. Their brand story was about quality software – which was nice, but satisfying their ambitions and making the next leap in the market was proving challenging. So, they hired Pilot to help with a new brand strategy.

Communicating Value
The insight we uncovered was that Practice Better serves its practitioner community in ways that deliver value far beyond conventional SaaS. They are as much a community as they are a company. It became clear that our new brand strategy would lean into rebalancing health – giving voice and support to the tens of thousands of independent health and wellness practitioners who are making a meaningful difference in the lives of their clients, daily. Our strategy would shift the brand from pure play technology to client validation – expressing Practice Better’s mission to empower health and wellness professionals to help millions of clients live better lives.

The Practice Better Identity
The concept of rebalancing health came to life visually via the BOSU (Both Sides Up) ball. BOSU is an exercise tool that promotes balance and core strength, something that Practice Better as an organization is providing to its clients each and every day. The simple lines and strong shapes provided the basis for a brighter, more confident new visual identity.

Results
Following our work, Practice Better announced a $27 million growth investment, which was followed shortly thereafter by the acquisition of long-standing collaborators That Clean Life – adding nutrition-planning software for clinicians to its platform.

“I don’t think we could have picked a better partner to help chart our brand strategy, redesign and new website. The thoughtful approach to each project was incredibly appreciated and we’re very proud of the output. Thank you for your partnership!” – Elizabeth Gladney, Head of Product Marketing, Practice Better