Medilink Homecare, a provider of home infusion therapy as an
alternative to inpatient care, was looking to expand its services into
other areas. Dropping the word “Homecare”, and simplifying the
name to MediLink was just the beginning of a brand strategy that
allowed them to pursue areas not limited to just home care.
MediLink is the perfect example of the limitations a company faces when defined by its original name. However, through a well planned branding strategy and identity manual, a small company can
easily be perceived as larger and open the door to more opportunities.