"At PayZen, we want to reach our current and potential customers with a unique and compelling brand story that positions us as a category creator. We needed something original and different to catch the attention of our target audience. Abstract Group helped us sharpen our brand narrative, value propositions, and messaging in a way that excites us at PayZen and resonates with our customers. They delivered excellent brand narrative and design artifacts for our new homepage and sales collateral. Overall, Abstract Group are great advisors and partners as we continue to scale."
PayZen is the leading technology platform for patient affordability. With a rapidly growing customer base and evolving product suite, PayZen needed to define its product messaging to highlight the value of its offering with medical providers and patients. PayZen engaged with Abstract Group to distill its founders’ vision into a compelling brand and provide the foundation for its messaging across its new website and sales collateral.
Abstract Group worked with PayZen’s founders and marketing leadership to gain an in-depth understanding of its vision and goals. Through a series of deep dives and workshops, Abstract quickly turned ideas and brainstorms into compelling brand headlines, product messaging and user-friendly infographics. The messages were tested with PayZen’s customers which informed Abstract’s final conclusions on the most effective messaging and assets.
Challenge
Healthcare providers were often skeptical that PayZen sounded too good to be true, having been saddled with expensive and ineffective legacy solutions in the past. PayZen needed to effectively communicate the powerful, future-proofing abilities of its patient-friendly, technology-first solutions. The founders wanted to differentiate PayZen in the crowded patient affordability space with a memorable brand headline and supporting messaging.
Solution
Abstract Group delivered a new, powerful brand narrative and product narrative for a website redesign that resonated with customers and properly reflected the powerful vision and mission of PayZen’s founders.
Abstract impact
01
Brand and narrative story capturing PayZen’s vision
02
Differentiated headlines and subheads for a website redesign
03
Distilled product messaging tailored to PayZen’s newly defined ICP
04
New flagship product infographics for use across key web pages and sales collateral
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